Happy New Year everyone! As we start 2021, here’s hoping for a happy, healthy, and prosperous year for all of us. We are delighted to start the year with good news and announce that we now have Bing search coverage in even more GEOs to help you serve searchers in more countries. Expanding your reach to additional countries is not the only benefit here, as we also now have coverage for mobile traffic in 34 countries. While in the past year due to Covid-19 we have seen an increase in desktop traffic, mobile traffic keeps growing as well. The list of countries now serviced across desktop and mobile are Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Norway, Peru, Philippines, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand, United Kingdom, United States, Venezuela, and Vietnam.
As a reminder, search coverage is also available in Russia, Belarus, Moldova, Kazakhstan, Armenia, Azerbaijan, Tajikistan, and Uzbekistan, connecting searchers with search results powered by Yandex across mobile and desktop.
Our team is happy to assist you in implementing search solutions and making the most out of the available new countries. Please feel free to reach out to your Account Manager for more details.
Not working with us yet? Now is definitely the time to join!
Lately, inclusion and diversity are words that resonate loudly. There is a widespread conscience of the importance of reaching and including under-represented groups in companies, media and Internet content. How can you tap on this opportunity and ensure you provide interesting content that reaches to all relevant audiences? This article gives you a primer into inclusive marketing practices and a diversity calendar that help you mark relevant dates and plan your marketing accordingly.
Why Is It Important to Create Inclusive and Diverse Content?
You know your demographic, your target audience. You know their generic pain points and their needs. However, profiling the audience, creating marketing personas, can be tricky since we live more and more in multicultural environments. Chances are that your audience is diverse, physically, psychologically, and geographically. Moreover, your audiences want to see more than one type of consumer or voice in your content and media.
A 2019 survey showed that 62% of respondents said that a brand’s perceived diversity or lack of it impacts their sentiment towards their products or services. This percentage was even higher for some demographics, such as millennials, BIPOC (black, indigenous and people of color) and the LGBTQ community, reaching up to 85%. The reality is that societies are multicultural, and people are connected in diverse, heterogeneous groups.
The key is helping your audience recognize themselves in your brand and content. If they don’t, they will look somewhere else for representation. Some industries, such as the fashion industry, have started to change. The growth in fashion blogging, and the boom of fashion influencers in social media, showed the real customers. Now you can see top fashion retailers websites such as Next and Zara, with models from every race, size, and ethnicity.
Consumers want to see people that look like them using your product or service, and when they do, they are more likely to buy and engage with your content. Therefore, when your company adopts an inclusive approach, it can gain a competitive edge in your market.
The Challenge for Diversity in Publishing and Advertising
One of the key topics when talking about diversity and inclusion is the role of the publishing industry and advertising agencies on the change for diversity. Recently an open letter by 600 Black agency employees called for more representation in advertising agencies in staff and leadership.
Change takes time, and many top agencies signed onto the new initiative #CommitToChange and publicly disclosed diversity data and their commitment to a more diverse workforce. Because the truth is, a more diverse staff and executives helps create messages that are really connected with the intended audiences.
Diversity and Inclusion Are Not the Same
Diversity means the demographics of your team and your audience. Factors such as gender, race/ethnicity, age, sexual orientation, disability, and geography can mark an audience you didn’t take into account until now. You should question if there are audiences that might be interested in your product or service that are not represented in your marketing campaigns? If your answer is yes, it is time to improve.
Inclusion is how your company creates content and addresses diversity in its business practices and marketing actions. Salesforce is a great example. Not only they keep inclusive hiring practices, with almost half of their workforce made up of under-represented groups, but they reinforce the message in their learning system. They require developers to abide by principles of inclusive marketing – creating content that resonates with people of diverse backgrounds and characteristics.
How to Achieve Diversity and Inclusion in your Marketing
So how can ensure you use inclusive marketing practices to reach diverse audiences? Here are some tips.
Tip #1 -Research Your Audience
Know who may be interested in your product and content even when they are not your typical marketing persona. Go deeper into your data beyond gender, income level, geography, and race, trying to understand factors that don’t usually appear in marketing research such as physical ability. When you create your marketing personas, try to be as varied as possible, reflecting different characteristics of your audience. A way of getting information is to conduct surveys, conduct focus groups to get the sentiment of customers towards your company, becoming an involved brand.
Tip #2 -Diversity Begins at Home: Look at Your Team
If your company and marketing team do not reflect the diversity of your audience it can be hard for them to connect with your intended customer. When you hire new team members, freelancers or agencies, think about including that voice that your team is lacking. The less distance there is culturally between your team and the market, the more you will reach it.
Adopting an inclusive culture can boost your business too. According to a Deloitte report, an inclusive culture in your company can improve your innovation, drive growth, and exceed financial goals.
Tip #3 -Edit Your Content for Inclusion
Start with the tone. Ensure the tone reflects inclusion, avoiding assumptions. Avoid the use of slang that can be misinterpreted. The Associated Press Style Guide has a whole section about writing about race-related topics. It is important also to use inclusive language when covering disabilities, ensuring you use the proper terms and words on physical, mental, and cognitive disabilities.
Be careful when using pronouns, using gender-neutral pronouns in your content is best. When in doubt, ask. Try not to use “he” or “she”, instead use “they”.
Tip #4 -Pay Attention to Your Media and Artwork
The stock photos, media, artwork, and videos used on your website and marketing materials should include a variety of individuals in diverse situations. For example, you want to use an image of female coworkers for a post or ad:
This is a good example of a picture that includes coworkers of different races/ethnicities and ages. However, beware of stereotypes and cultural appropriation. Remember to depict people in a variety of situations regarding gender, race, and physical ability.
Knowing where your company is at is a great first step to assess your inclusion culture. Then, you can plan your marketing actions around diverse audiences. A useful tool to plan your content and marketing campaigns is to have a diversity calendar so you can tap the opportunity of relevant dates and create awareness on diversity topics, engaging your audience to your brand.
When you shop online you want to find quickly what you are looking for and fast checkout, right? Users want eCommerce websites to be attractive, functional, and easy to use. Your website’s success depends not only on what you offer and how well you market the site but mainly on what features the website offers to the user.
The internet is full of useful solutions that promise to increase traffic and boost conversions. A quick search can show hundreds of tutorials about how to turn your website into an Internet success. What features and solutions are essential for a successful eCommerce website? Let’s explore.
What Makes a Successful eCommerce Site?
In a world with over 47 billion websites and with the average conversion rate between 2-3%, you need to stand out to get people to opt-in, engage and buy. These tips and solutions can help you increase your conversion rates and lead your e-commerce to success.
#1: Optimize your Website for Fast Loading Time
Just two seconds.
That’s the time the average Internet user will wait for your website to load. In this age of instant gratification, if your website takes longer to load, 53% of customers will continue on to other sites. There are a few actions you can take to ensure your website’s loading speed is in shape.
Figure out your baseline speed – you can use GMetrix, Google Page Speed Insights or another speed checker. Make sure you check both your mobile and desktop speeds.
Use a high performing hosting plan – if your host is offering several plans, check that you are using the high performing version. It may cost more, but it pays off in the long run with increased conversions.
Optimize images – large or heavy images can slow your website speed. You can compress your images by resizing, cropping or changing the format. If you are not the DIY type, you can opt for using an optimizer tool. A quick search can offer you both free and paid options.
#2: Track and Optimize Performance
You can’t improve what you cannot measure, so the saying goes. You need to know about your website traffic with real-time data to optimize it.
#3: Don’t forget SEO and CRO
Search Engine Optimization (SEO) optimizes the content so search engines can get your site ranked higher in Search Engines Result Pages (SERPs). Conversion Rate Optimization (CRO) optimizes content for users to get them to complete the call-to-action.
You would want to use them together to increase both traffic and conversions. But optimizing your content for both SEO and CRO is not that easy. Search engines algorithms focus on three key factors to determine page rank:
keywords and on-page SEO
Not only you need to improve your SEO to get visitors to your site, but make sure the on-page copy is built for conversion. There are a lot of free and paid tools to check if your website’s copy and content are on target, many of them with free trial periods.
A strong copy increases conversions by addressing the user query, driving action, and building relationships with the customers. But first, you need to attract the visitor’s attention to read your content. According to an eye-tracking study, most people don’t read every word of a page, instead, they scan for the most interesting content first.
#4: Give Your Customers What They’re Looking For, and Quickly
Visitors tend to leave a site if it takes too long to find what they’re looking for. Here are a few ways you can help your customers in their search:
Manage the product categories
Customers looking for a product search based on keywords. That’s why it is important to tag products in a way they can fit into multiple subcategories. For example, if someone is looking for a “wireless headset” but you only have it listed as “gaming headset”, the visitor can understand you don’t carry the product and leave.
Managing your products categories can help them find what they are looking for right away. Every e-commerce site builder and platform has different product taxonomy processes, so make sure to check yours.
Optimize your search and recommendations
You can help users find the product they are searching for by optimizing your site search and recommendations. Changes in design can attract visitors to your search functions. Here are some recommendations:
Make your search box scroll as the visitor scrolls down
Add a call-to-action text to your search box
Use autocomplete and offer suggestions
Add a “you may also like” features. This ensures your customer always gets value from your site.
Use Product Ads and Leverage Intent
You can add product shopping ads like ShoppingFuel to further aid potential customers to search and find you.
Product shopping ads appear following a user search query at the top of the search engine result pages. Therefore, using product ads you can drive more traffic to your website, and help boost your ranking while drawing the attention of high-intent buyers.
#5: Focus on the User Experience
Visitors tend to stay and return to sites that provide a great customer experience. There are a few tips to make your customer journey a smooth ride from landing page to check out:
Smooth navigation – ensure your interface is user friendly. The rule of thumb is: simpler, the better. Provide an easy-to-find menu with very few steps to checkout.
Eliminate checkout barriers – accepting multiple payment options and don’t require every customer to register to buy. Sometimes all a customer wants is to buy a T-shirt.
Go after abandoned carts– if a customer doesn’t complete a purchase, you need to know why and how to fix it. A
#6: Go mobile
These days a mobile-first or a mobile-friendly site is a must have for any eCommerce business. Customers make half of their online purchases from their phones. So, ensure your website is fully responsive, following the same standards of user experience and easy checkout that your desktop version. And, since search engine algorithms are prioritizing mobile-first sites, having a mobile-friendly site also helps with page ranking.
What Are the Essential Solutions for an E-Commerce Website?
In summary, the essential solutions for a successful website are the ones that help your eCommerce site serve customers faster and better by:
Giving quick and accurate query results- giving value and transforming searchers into buyers.
Provide a smooth customer journey – including simplifying the checkout.
Track and optimize performance
Solutions such as CodeFuel’s ShoppingFuel and SearchFuel, provide value to your potential buyers, increasing conversion, and retention. And a happy visitor is a loyal customer. Contact us to learn how we can help.
Online shopping is at an all-time high. Recent events have created shifts in shopping behavior and have caused a massive surge in online sales. With lockdowns being imposed across the globe, consumers have been purchasing groceries, medicines, clothing, and other necessities online. Even after the pandemic, this change in shopping behavior is likely to continue and grow further, with more and more consumers now opting to make their purchases from e-commerce shops.
With the growth and the increasing relevance of digital channels, it’s imperative for business owners to implement effective digital marketing strategies, including the use of product shopping ads. Understanding product shopping ads, their benefits, and how to present them to searchers can be crucial for business growth.
What are Product Shopping Ads?
Shopping ads, aka Product Ads, or Product Listings Ads (PLA), are online advertisements that list products relevant to a search query. What sets them apart from text-based ads is that they feature the product image, the product name, its price, the name of the seller, and promotional copy. The images and product information make it easier to attract potential buyers.
Benefits of Presenting Product Shopping Ads
Presenting shopping ads has a host of benefits for e-Commerce and online shops, resellers, and more. Here are five advantages to presenting shopping ads:
Your products are featured on top of SERPS. Product shopping ads appear where users can see them: at the top of search engine listings. Your products would have higher chances of being noticed by online shoppers when your product listing appears first on search results pages. Moreover, the people who would see your ads are those who are actually looking for your product or a similar one in the same category. Since shopping ads appear mostly in organic search results, having your products featured increases your chances of attracting high-intent buyers.
You increase the chances of getting high-quality leads. When you provide relevant information along with an image, you’d be efficiently summarizing your product for shoppers who tend to click on an ad only if they’re interested in the item. By giving them enough information as quickly and as enticingly as possible, you’ll capture their interest and accelerate their purchase decision process. Through shopping ads, you’ll be able to generate high-quality leads that convert to sales.
Get lower bounce rates. Shoppers are less likely to leave a site immediately when they already know what to expect. They are less likely to bounce as they usually click on an ad when they are likely to buy the product.
Product shopping ads get higher conversion rates. Consumers are attracted to visual cues and tend to pay more attention to aesthetically pleasing ads. Because shopping ads feature product images, they’d be able to stand out more and are more likely to prompt a searcher’s interest. Also, shopping ads appear on organic user searches. Thus, in terms of targeting and conversion, shopping ads are much more effective than text-based ads.
Gain broader reach and better engagement. With shopping ads, there is no need to bid on various keywords separately. Shopping ads show up for more related keywords, so your products appear whenever they are relevant to the search. Moreover, your product listings can possibly appear more than once for a single search query. This means that two or more of your products can appear in a single search results page.
How to Present Product Shopping Ads
Effective shopping ads capture the attention of potential buyers and entice them to click on the ad to know more about the product and to complete a purchase.
To achieve this, your ads should be visually appealing. The quality and style of your product photos are a crucial part of your listing. Make sure that you use only high-quality images that highlight the best features of your products.
Another thing you should pay attention to is your product descriptions and any promotional copy. Make them as accurate but as concise as possible. A catchy image captures interest, but a killer description gets the click.
Product Shopping Ads that Turn Searchers into Buyers
When creating your digital marketing strategy, utilize the power of product shopping ads in attracting more buyers, getting higher conversions, and generating more sales. Something as simple as adding a shopping feed to your eCommerce site or web pages can significantly increase your brand awareness, customer engagement, and business profitability.
Browser extensions, also called add-ons, are additional elements added to your web browser to enhance user experience via customized services. While these may make the users’ browsing experience better, web developers can actually get their fair share of the good stuff as well by monetizing these add-ons and extensions.
What Are Browser Extensions?
Add features to your browser – Extensions can add features and functionality to browsers, like enabling you to combine tabs from different windows to a single window, or the generation of QR codes from links and text.
Modify web pages – Through their ability to access the CSS and HTML of web pages, some extensions allow for enhancement to the user’s browsing experience when viewing these pages.
Integrate services from other programs – Some add-ons act as extensions for external apps, like a note-taking app employing the services of an add-on to clip websites and connecting them to it.
Personalize the appearance of the browsers’ UI and web pages – Extensions can also be used to inject the user’s personality in the browsers and web sites they visit by letting them add logos or backgrounds.
Basically, extensions enrich browser functionality with the specific additional features they offer. They can enhance productivity by making certain tasks easier for the user. Thus, it comes as no surprise that extensions are very popular among internet users.
Firefox and Browser Extensions
Created in 2002 by the Mozilla community as an open-source web browser, Firefox was released in late November of 2004. The new browser gained immediate popularity with users thanks to its speed, ease of use, and security features. Within the first 9 months, Firefox was downloaded 50 million times.
Firefox encourages developers to build extensions for its users, whether for enhancing a website with in-browser features, enabling users to personalize their browsing experience or enable users to add productivity tools. Firefox extensions are developed using the WebExtensions APIs, a cross-browser system for developing extensions.
How to Monetize Firefox Add-ons
Getting the right balance of monetizing browser add-ons while maintaining good user experience can be very difficult, as any aggressive changes to defaults and user choices may drive users away. It’s important to find the right business model that aligns with the extension’s functionality without interrupting the user’s browsing experience. Fortunately, there are quite a few ways to go about this such as the paid features model, affiliate marketing, and search advertising.
Paid Features model – Also referred to as a freemium model, where developers offer an extension with basic functionality for free, with the premium version or additional features coming at a cost. The idea behind this is that the users get to experience the product first, and when they find that they like it, they would eventually opt for the added features present in the premium version. This gives the user more flexibility in choosing, and also enables them to ‘test’ your extension before going premium.
Affiliate marketing – Affiliate marketing is a way to earn a commission by promoting another company’s product. In terms of extension monetization, this can be done by displaying banners or ads leading to that company’s site or product page. Revenue is generated when a user completes a purchase using your link. While this may be one of the popular ways to monetize browser extensions, some users may find it off-putting if the banners or ads have nothing to do with the functionality that they downloaded the extension for.
Search advertising – Search advertising is another marketing technique that places ads on search engine results, and revenue is generated when users click on the ads. Unlike affiliate marketing, search advertising is less intrusive and can be customized to the user’s search results so that the ads they see are still relevant to what they were searching for. This is one of the preferred modes of monetizing extensions as this strikes the right balance between generating revenue and enhancing user experience, and for the businesses employing this marketing technique, they are able to reach their target audience so much faster. This method for extension monetization is likely to generate significant revenue if your extension has a large user base.
To explore search advertising for your Firefox or Chrome browser extension, drop us a line.