Should Jermain Defoe have been heading to France next week? The Sunderland striker ended the Premier League season in red-hot form, but he was snubbed by Roy Hodgson when he named the England squad for Euro 2016, instead choosing Wayne Rooney, Daniel Sturridge, Jamie Vardy, Harry Kane and Marcus Rashford. The 33-year-old has 55 senior Three Lions caps and many fans were calling for his inclusion for the Euros, which starts on Friday. He netted 18 goals in all competitions for Sunderland in 2015/16 and the ex Tottenham, West Ham and Portsmouth front man Defoe played in Sunday’s Soccer Aid charity match at Old Trafford, scoring twice against a Rest of the World team made up of ex pros and celebrities. His brief cameo – sent on by club manager Sam Allardyce, who was managing the England side – showed his sharpness and deft touch and England fans believe he should be with Hodgson’s squad heading across the English channel next week. See some of the best social media reaction, and both goals below: 1 .@IAmJermainDefoe makes it 3-2 for England! That mazy run from Dyer, though 🙌 #SoccerAid https://t.co/xwh7gjXqyz— Soccer Aid ⚽️ (@socceraid) June 5, 2016 .@IAmJermainDefoe continues his rich vein of goalscoring form to level the score for England! 🔥 https://t.co/s3gtBX5gfI— Soccer Aid ⚽️ (@socceraid) June 5, 2016 Jermain Defoe netted twice for England in the Soccer Aid charity match
Why Tech Companies Need Simpler Terms of Servic… 8 Best WordPress Hosting Solutions on the Market Tags:#Analysis#web A Web Developer’s New Best Friend is the AI Wai… As you can see, they look at the musicians I listen to a lot and then recommend people that are either similar in sound or people who were influencers of or influenced by my favorites. These are followed by recommendations from friends and music-based groups on the site.So, collaboratively filter and recommend or die?These are only some of the major players that have embraced (CF) and personalized recommendations – Netflix and Amazon come to mind among others. As you can see from above, it is certainly possible to have a good collaborative filtering system without a recommendation engine (as seen in Flickr). It is optimal, however, for the users (because their experience is better) and your site (because users will participate more often and generally be happy with your product) if you throw in some recommendation system a-la Last.fm, the most robust of the lot by far.This is a guest post by Muhammad Saleem, a social media consultant and a top-ranked community member on multiple social news sites. You can follow Muhammad on Twitter. muhammad saleem 1 Collaborative Filtering (Wikipedia definition) is a mechanism used to filter large amounts of information by spreading the process of filtering among a large group of people. Unlike mainstream media where there is either one or very few editors setting guidelines, the collaboratively filtered social web can have infinitely many editors and gets better as you increase the number of participants.There are two basic principles involved in Collaborative Filtering. 1. The Wisdom of Crowds and Law of Large Numbers suggest that as communities grow, not only does a large (diverse, independent, etc.) community make better decisions than a handful of editors, but the larger a community gets, the better its decisions will be. Therefore, we can hypothetically create a Collaboratively Filtered newspaper, television channel, radio station, etc., which would be better (for the community) rather than any other arbitrarily selected medium. In fact, as we will see, services like Digg, YouTube, and Last.fm, are trying to do exactly that – (CF) based media outlets.2. The second principle of Collaborative Filtering suggests that in any such large community, with enough data on individual participants and on how the individual participants collaborate or correlate with each other, we can make predictions about what these users will like in the future based on what their tastes have been in the past, i.e. develop a collaboratively filtered recommendation engine. This, of course, relies on the fact that people’s interests, preferences, and ideologies don’t change too drastically over time.The two aspects of the (CF) system result in two very different and important results.The first gives you new, interesting, entertaining, and newsworthy information as judged by the community (in a way this is content that is the average of the interests of the entire community) and a good example of this is Digg’s front page. Not all the content will be directly relevant to your tastes and in fact some of it will be completely irrelevant to you. However, as the community grows and becomes more diverse and independent, the average news story promoted to the front page will be of interest to the average community member. Not satisfied with averages? This is where the second aspect comes into place.The second aspect of the (CF) system collects information on what kind of content and commentary you like and dislike, and based on your submission and voting habits, it does user-data-profiling. This user profile helps the site recommend content that has been submitted by users (or from sources) you generally agree with and find interesting, as well as topics that you usually vote up and tend to comment on. What this means is that by collecting enough information on how you interact with the site and with other users, the (CF) system can recommend content to you. The system finds the content and deliver it to you rather than it requiring you to scout for it. Furthermore, the more you use the recommendation system and vote up or down, the better it becomes with its recommendations.The important thing, one that not many social sites realize, is that a (CF) system that doesn’t automatically match content to your preferences, is inherently flawed. The reason for this is simple: Unless you can achieve perfect diversity and independence of opinion, one point of view will always dominate another on a particular platform. The dominant point of view on the social web is a left-leaning one, and without the ability to get the most appropriate pieces of content to the people that care most about them, the right-wing point of view gets buried almost every time.A perfect example of this was the Ron Paul supporters and the ease with which they were able to manipulate the social news sites. Now if you could match the right-wing viewpoint to the right-wingers, and the left-wing viewpoint to the left-wingers, and get both points of views across to people that are interested in healthy debate rather than partisan politics, you’re getting closer to the ideal system. A filtering system with preference-based recommendations, in essence, is the future of the social web.Who is using what system?The (CF) system is without a doubt the lifeblood of the social web. Even though different platforms apply it to varying extents, the system is still there at the core, and the social web would look more like rush hour in downtown Lahore if the community wasn’t actively policing the traffic.Social NewsIn the social news space, Digg and Propeller just use the system insofar as the front page is concerned (although Digg is set to release their recommendation engine this week). Once the content is promoted to the front page, the system’s job is done. The system works in that you get rid of spam and unoriginal thought, but it isn’t the best because it relies on averages rather than direct preferences of each participant. While these sites try to catch up and develop recommendation engines of their own, Reddit and StumbleUpon have leapfrogged them for a while now by having recommendation engines in place. These two sites also have similar concepts of a community front page (based on the average interests of the average community member) but they enhance your experience and incentivize increased participation by using your history of likes and dislikes to deliver the most high-quality and most relevant content to you. Furthermore, the normalization of Reddit’s front page shown how a one-front-page-for-all approach forces conformity and dilutes the individual experience, whereas normalization ensures that each user controls how content is distributed to him or her.Ultimately, even though there are some sites with little or no filtering (Slashdot, Fark, etc.), sites that use their (CF) based recommendation engines will continue to diminish the importance of active filtering from upcoming submission queues and improve the quality of user experience on an individual level.Video Streaming and SharingOnline video sites hosting and sharing sites are not much different. Site’s like YouTube have multiple filtering mechanisms that often perform the same functions without requiring votes per se. Viewability, for example, is determined by:1. Number of people currently watching a video2. Number of comments on a video3. User ratings and favorites.The problem with impressions-based system (like the one used by now understandably dead content aggregator Spotplex) is that just because you viewed something or commented on something doesn’t mean that it’s good. In fact, there are dozens of YouTube videos that I click on, don’t like them and then close the window (I see other people writing negative comments in poor English but I doubt that helps either). Some other sites like Break and Funny or Die use a StumbleUpon-like up/down voting system to determine what gets promoted to the front page. Again, while there are options to view similar/related videos and more videos from a user you like, there is no recommendation system using your rating and favoriting habits (and tags you like).Blogging and MicrobloggingFor the most part, blogs use a combination of most viewed, most linked, most commented, and highest rated, as mechanisms for displaying content that you might like. While this is a better idea than letting people go through trial and error, it doesn’t ensure that every visitor will be happy with what they see. For example, two very different posts on two entirely different topics can be the most viewed posts on your blog, and I might like one and not like another. At the same time, one has to wonder, at what point is it economical or time-efficient to start monitoring each individual user?StumbleUpon solves this problem for the ‘big guys’ by letting you StumbleThru one site for the content that you might like the most. The feature, however, is not available for all sites yet.Most Microblogging sites, unfortunately, have no filtering system at all. The signal to noise ratio debate rages on with respect to Twitter and its ilk. FriendFeed, however, launched a rudimentary recommendation feature that simple displays the top ‘liked’ and commented links.Photo Hosting and SharingWhen I was thinking about the concept of (CF) systems, photo-sites like Flickr and Photobucket weren’t even on my radar. Part of the reason for this is how most people I know use these sites, i.e., primarily for hosting and sometimes for finding creative commons images for embedding on their sites. I was, however, quite pleasantly surprised to see that Flickr has gone a long way to help people explore and discover excellent photography.The feature that most people are probably familiar with is Interestingness. The feature is quite robust. It takes into account things like where the referral traffic to the image is coming from, who is commenting on it and when, who marks it as a favorite and how many people like it, among other more nuanced things. But in addition to that, the site also has other great features such as exploring based on geotagging on a map of the world, popular tags, subject-based and quality-based groups, camera finder, and most recent uploads.The only thing left to add is a ‘photos you might like’ based on photos you have liked and commented on.Music Streaming and DiscoveryThe best implementations of a Collaborative Filtering (CF) system along with a preference based recommendation/discovery system that I have seen are always on music streaming and discovery sites. The implementation on Last.fm for example, is almost perfect in my opinion. First of all, whether you use their online streaming widget or use their desktop software, they monitor every single song you listen to and aggregate that data. They also track how artists jump on and fall off your radar on a week to week basis. They use that data to make specific recommendations and automatically create a radio station for you that plays Last.fm’s recommendations for you based on what you like.While that in itself is more than enough, they don’t stop there. They have another radio station for you that plays songs you usually like to listen, they show you what the entire Last.fm community is generally listening to, what your friends are listening to, and what your friends are recommending. It is a very robust system for aggregation, filtering, and recommendation. Here’s how the recommendation engine works: Top Reasons to Go With Managed WordPress Hosting Related Posts
One person is dead, and three others are badly hurt, after a Cooper County crash.The Highway Patrol says Haven Pennington’s car crossed the center line of Route U west of Prairie Home and hit a Jeep head-on at 10 a.m. Saturday.Michael Kendrick, 42, of Bunceton died. He was driving the Jeep. 40-year-old Melissa Kendrick of Bunecton and a 14-year-old boy in the Jeep have serious injuries. A seven-year-old in the Jeep has moderate injuries.Pennington, 19, was also badly hurt.
HyVee is now facing a class action lawsuit over that data breach.The suit filed this week says customers who had their credit card info stolen deserve to recover damages because of negligence by the grocery store chain.HyVee says the breach may affect you if you paid with a card at the gas pump or at the in-store restaurant at Columbia’s West Broadway and Conley Road locations. The fuel pumps at the West Truman Boulevard store in Jefferson City were also in the breach between last December and this July. Get more info here.Columbia native Dustin Murray is one of the people named in the lawsuit. It says he eats at the in-store restaurant about 2-3 times per month, and his debit card data was compromised.
Class 12 Results of almost all the major state boards excepting a few and the national boards like CBSE and CISCE are out and the admission process for various undergraduate courses at Delhi University (DU ) for the academic session 2014-2015 is all set to begin from tomorrow, June 2, 2014.A total of 77 colleges are affiliated to Delhi University . Registration forms will be available from June 16, 2014. Candidates can collect forms tomorrow onwards at dedicated registration centers.Colleges will release five cutoff lists for the general category and the first list will be out on June 24, the day admissions begin. After the declaration of the cut off lists by the University , the students will need to report to the college of their choice within the stipulated period.Students filling in the application or registration form have to fill in the actual marks obtained and leave it to colleges to deduct or add marks.Besides, the university informed students to fill in the names of all five subjects they have studied in the optical mark recognition (OMR) forms.Candidates can apply for admissions to undergraduate programmes both online and offline. With the introduction of centralised admission process, there will be no sale of forms in individual colleges, except for those candidates applying under sports and extracurricular activities categories.Important Dates:Issue and receipt of registration forms: June 2, 2014 to June 16, 2014 (9 am to 1 pm)Notification of first admission list: June 24, 2014Admission and payment of Fees: June 24, 2014 to June 26, 2014Notification of second admission list: June 26, 2014Admission and payment of Fees: June 27, 2014 to June 30, 2014Notification of third admission list: July 1, 2014Admission and payment of fees: July 1, 2014 to July 3, 2014advertisement
Episode #44 – June 12th, 2009 (Episode Length: 32 minutes, 36 second) Blog article: http://itunes.hubspot.tv to learn how to create a thriving blog. @ Names based on your page or personal name, no “generic” words allowed ) : Get your darn Facebook URL tonight at midnight! Closing Coming Soon: Facebook Usernames Inbound Marketing University ! (Starts next Monday.) FAQ: Learn how to build your business blog into an inbound marketing machine. Facebook Goes In-Vain DJ on the side! Eons.com Marketing Takeaway Originally published Jun 13, 2009 9:15:00 AM, updated July 04 2013 Remember to subscribe in iTunes: Headlines Marketing Takeaway Doing It Right Blog article: Many Twitter “accounts” are actually not that active: Inboundmarketing.com Announcing the June 2009 State of the Twittersphere Report Twitter Scavenger Hunt Meets Gossip Girl How to interact on Twitter: @ : New site where you can post questions, learn about inbound marketing, meet others, find and post jobs or sign up for World’s Largest Twitter Study by HubSpot Reports Over Half of Accounts Don’t Tweet Vacant Homes in Twitterville Contextweb Facebook (finally!) allows simple “vanity” URLs for profiles and pages (not groups) Download the free webinar Now at News release: asks, “How do you measure the effectiveness of public speaking engagements? How do you measure an ROI?” , a social network for baby boomers Facebook Usernames Coming Soon for Pages Announcement: Authenticity vs. Authority 55% of accounts are not following anyone Marketing Tip of the Week Battle of the Search Engine Marketing Fox Fever Forum Fodder : Publish interesting data in order to get PR. : Authenticity with gain you authority, which is what you need to worry about as a marketer. www.inboundmarketing.com/forum : Today’s big brands are being built with inbound marketing. The “buzz” has driven a lot of tire kickers to Twitter, more than passionate users. Google & Firefox have gone inbound with user generated content and creating a buzz: Intro mvolpe Bing is going outbound with the marketing blitz Special Guest: Jeff Taylor, Monster.com & Eons.com Mailbag Founder, CEO and Chief Monster of 55% of users have never tweeted Authenticity vs. Authority Nobody Recognizes The Chrome Icon, So Google Wants You To Make A Video About It (To ask a question that you’d like to appear in Forum Fodder, visit Lots of coverage in GigaOm, SF Chronicle, VentureBeat, NECN, Seattle Post Intelligencer, Monster.com Aquick question; if I embed a video from youtube on our website; do thewebsite video views get counted towards the youtube page total views? Marketing Takeaway 53% of users have no followers : Tonight at midnight, get your Facebook vanity URL! No cheating – business page must be from before May 31 and have 1,000+ fans Marketing Takeaway Webinar: Advanced Business Blogging Ken Lauher of karenrubin HubSpot released our second report on Twitter – “State of the Twittersphere – June 2009” SethGodin: “If it’s a word game, then authority wins, because authority isabout the perception of the consumer. If they believe you an authority,you are. In the long run, of course, authenticity will trump it,because your authority fades without it. The converse is not true. Andyes, it’s a word game.” Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
More than 1/3 of Google Queries (Duplicates Excluded) Have Never Been Seen Before manfrys really dive in is of the utmost importance to any business. Here are a – Average Time it Takes Google to Answer a Query is Less than ¼ Second That translates to about 1.5 changes per day! Are you staying on top of these changes? Are you studying and understanding the space in a way to best use it for business success? Originally published Jan 11, 2010 3:15:00 PM, updated October 20 2016 Topics: Download our This proportion includes all searches. What do you suppose happens to this proportion when the searcher uses a local qualifier like including a town or region name in the search? Of note, one of the changes from last year that is becoming more pervasive in the results set is seeing a Google map in a search without even using the local qualifier. photo by So why is this important? It’s because it never ends. The reason that the online space continues to improve in its delivery of results to the SMB is that it is evolving and morphing to the needs of today’s business and consumer alike. It’s not going to end. to creating a robust search presense or are you just going to wait for the “right moment”? The right answer should be obvious. Search Engine Optimization Kit As we have seen from an earlier HubSpot post, Do you think they are all wondering about celebrities and nonsense? No. They are looking for products and services like yours. few more points search engine optimization kit organic search Is there any wonder why Google is so dominant in this “I need it now!” world? 7 out of 10 US Google users make more than one search query per day. Will 2010 be the year that you Learn moreabout how you can optimize your site to rank higher in search enginesso you get found by more qualified prospects. 1 in 13 Google Result Pages Show a Map in Search Results that come directly from the Official Google blog describing things of interest to those using the searchengine to fuel their own revenue engine. Did you know…. . Normally the year in review “stuff” from search engines has little to do with business. While these lists may seem interesting for about half a second it really doesn’t do much for the SMB who is looking to get more business from their web presence. Google likes to play the game of telling us in early December what the most searched terms were and more but they wait until the start of January to tell the business users some important stats that could influence how they look at the engine. There were 540 Search Quality Improvements Made by Google Last Year SEO Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Email Marketing Metrics Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack If you’ve been running your email marketing campaign for even a few months, you’re probably able to anticipate the click-through rate of each campaign. And hey, good for you for having a handle on your inbound marketing analytics . But it’s a new year, and now’s the time to dream big. Let’s start improving that email click-through rate to really give your CMO something to smile about. If you’re not sure how to go about improving your email CTR, here are 11 sure-fire ways to do it. And remember that email marketing provides a prime opportunity for A/B testing ; you should employ it in all of your email marketing campaigns to ensure you’re always improving upon emails to get the most ROI possible (which means more bragging rights for you). 11 Guaranteed Ways to Increase Email Click-Through Rate 1.) Test your subject lines. Click-through rate is often used in email marketing to refer specifically to the click-through rate of an offer in the body of your email. But you first need to get recipients to click into the email. Once you’ve nailed email deliverability, start A/B testing the subject lines you’re using. We’ve also written a guide to help you master the craft of writing click-worthy email subject lines . 2.) Less is more with copy. Write shorter emails to increase the likelihood that email recipients will encounter your offer before getting bored and deleting it. You can also help combat this by frontloading your best copy. 3.) Include social sharing options. Econsultancy published results finding that emails that include just one social sharing option generated 30% higher click-through rates than emails without any social sharing links. That CTR jumped to 55% higher with 3 or more social sharing options . Even if your readers don’t want to redeem your email’s offer, they might know a friend who does. Give them that opportunity by including social sharing buttons , and watch your click-through rate soar. 4.) Segment your email lists. If you wonder why we harp on email segmentation so much, this is one of the primary reasons. Aside from preventing you from annoying email recipients with irrelevant offers, list segmentation lets you provide a more targeted offer, increasing the likelihood your reader will click through. In fact, research shows that marketers who segment their lists enjoy 18% more transactions, 24% more sales leads, and 24% greater revenue. 5.) Offer targeted content. This is why you segment your list! Now that you know to whom you’re sending your email, consider what content they want, and use that for your offer. If your offer speaks to your recipient’s needs, it’s a no-brainer that you’ll receive more clicks to redeem that offer. 6.) Personalize your emails. You can further target your list and the content in your email by including elements of personalization. Part of effective lead nurturing is knowing about your prospects’ and customers’ purchase history, download history, satisfaction score, and website activity. This will allow you to provide the most relevant offers that will receive more click-throughs due to the targeted nature of your email. 7.) Remove distractions from the email. Just like when you’re building landing pages, it’s important to remove distractions from your email template. Resist the urge to include a header that includes your website navigation, or include multiple offers with the hopes that at least something in the email will compel readers to click. This is a signal that your email doesn’t have a specific enough goal. Step back, and consider the objective of the email. What one thing do you want the reader to do? If your goal is to get more Facebook fans with this email, then that’s what you should write copy around, and that’s the call-to-action you should highlight in your email. Don’t give readers the opportunity to get distracted by your blog posts, product pages, or any other part of your site. 8.) Slap your reader across the face with your call-to-action. 9.) Include a P.S. The P.S. is a great tactic to reiterate an offer, or to attract the attention of email scanners (let’s face it, that’s most of us). The eye is drawn to the visual call out of the P.S. and is a great opportunity to A/B test whether your offers receive greater or fewer click-throughs with its inclusion. 10.) Create a sense of urgency. A tactic that works particularly well for product marketers is putting limits on your offers. This forces readers to redeem them quickly, increasing your click-through rate. But don’t feel bad. If your email marketing is well segmented , you’re providing them with a product that is well suited to their needs! 11.) Make sure your emails are mobile optimized. Research shows that of the 70 million US consumers who access email through their mobile device, 43% check their email on it 4 or more times a day . If you’re not optimizing your emails for mobile, you’re completely missing out on a huge opportunity for these mobile readers to click your calls-to-action. If you haven’t already started to optimize your emails for mobile, 2012 is the perfect time to begin and take advantage of this huge segment of the population that’s growing like gangbusters. What have you done to successfully increase the click-through rate of your email marketing campaigns ? What one tactic has worked the best for you? Image credit: RambergMediaImages Originally published Jan 3, 2012 6:00:00 PM, updated July 28 2017
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Dec 17, 2013 2:00:00 PM, updated February 01 2017 Topics: Social Media Marketing You know how they say, “everyone loves a pregnant woman”? Well for my sake, I really hope that’s true. Sunday night, I became the unfortunate victim of every marketer’s worst(ish) nightmare: I accidentally posted to HubSpot’s company Twitter account … thinking it was my personal one. This is my story.My Social Media Slip-Up I’m five months pregnant with my second kid, and I happen to have a baby blog I started when I was pregnant with my first son. To document my second pregnancy, Sunday night I posted a picture of my growing bump to a page on my blog. I also shared it on my Facebook Timeline as well as my personal Twitter account. Or so I thought … Yup … definitely not my personal Twitter account. The kicker is that I didn’t notice what I’d done right away. I sent the tweet, and then sat down to watch the season finale of Homeland with my husband. And did I mention HubSpot’s Twitter account has over 340,000 followers?#FacePalmAbout 15 minutes into the show, I happened to check my work email on my phone … and boy am I glad I did. Sure enough, I had an email from a colleague. The subject line read “Oops,” and within the email was the screenshot you see above. How it Happened As much as I’d like to blame technology for this one, it all boils down to good old-fashioned human error. Although in my case, I’m probably going to try to pass it off as “baby brain,” since I’m now more convinced than ever that it’s a real, legitimate thing.Here’s what happened: Last week, a helpful tool we use all the time on the HubSpot blog called ClickToTweet decided to stop offering its services for free. As a result, we set up a paid account for HubSpot. Because ClickToTweet requires you to log in using your Twitter credentials, last Friday I logged in as @HubSpot in order to use it … it never crossing my mind that doing so would log me in to Twitter.com as @HubSpot as well. But lo and behold, come Sunday night when I composed my tweet, I was still logged in as @HubSpot, and I hadn’t been careful enough to double check that before I tweeted.The Recovery After reading the “Oops” email and spewing out several expletives in a row, I quickly fired up my laptop to view the evidence. Then I immediately sprang into PR mode. Luckily, PR and social media management used to be my job at HubSpot, so after the initial shock wore off, I started realizing this wasn’t the end of the world. Worse comes to worst, I figured we could always just make fun of ourselves for the slip-up, and it would all boil over. There were definitely worse things I could’ve accidentally tweeted … and everyone loves a pregnant woman?After checking to see if anyone had tweeted at HubSpot to recognize my accidental tweet, I deleted it from our account. Luckily, it was a Sunday evening, and many of you were probably also enjoying the season finale of Homeland (just hopefully not live-tweeting it). To cover my bases, I also alerted our social media manager and our PR manager, and they both reassured me that no action was necessary on our part. This wasn’t exactly a “crisis” that needed to be addressed. Phew. We’re Only Human … and Humans Drive TechnologyHere’s the thing. While it’s so easy these days to blame technology for social media slip-ups such as this one (and many people often do), in this particular instance, only I was to blame. No software malfunction, no bug. Just my own carelessness (err … baby brain). No matter what tools and technology you use to power your marketing, don’t forget that humans are behind it. We’re the ones telling those tools what to tweet, who to email, what to publish. And … well … sh*t happens, guys. Because we’re only human after all. What to Do if This Happens to YouEvery scenario will be different, and much will depend on the context of the slip-up itself. In my case, my accidental tweet was pretty harmless. In fact, I consider myself lucky, since the whole scenario made for a perfect teaching moment on this blog. Some faux pas might require more PR muscle if something a little bit more scandalous gets posted, but most slip-ups are easy to recover from with a little bit of humor and grace. And you may be surprised at how forgiving people will be if you handle it right.Take the American Red Cross for example, whose rogue tweet back in 2011 is pictured below:After remaining on Red Cross’ Twitter account for about an hour, the tweet was deleted but followed up with some fun, lighthearted commentary:As a result, the Red Cross received an outpouring of support and sympathy from its followers. In fact, even Dogfish Head brewery got in on the action:And the Red Cross replied back with:The Red Cross also posted an apology to its blog, using the opportunity to thank those who saw the faux pas as an opportunity to donate blood, but cautioning them “to space out giving a pint of blood and drinking a pint of beer for health reasons.” Nice touch. Well done, Red Cross. Has anything like this ever happened to you? How did you recover from it?
Originally published Feb 18, 2014 4:00:00 PM, updated February 01 2017 Do you believe in unicorns? As an AdWords advertiser, you might be surprised to learn that unicorns walk among us, stealing away impressions and outpacing our performance by two, three, or even six times!AdWords unicorns are fantastical, magical creatures, accounting for the top 1% of all ad clicks in the auction. How do the unicorns do it?We recently analyzed over 100,000 Google AdWords accounts representing $3 billion in annualized spend, in order to identify the traits and characteristics of these standout advertisers.What does it take to be an AdWords unicorn?Our research has given us a pretty accurate idea of the CTRs real advertisers are experiencing. In the following chart, we’ve plotted the average (expected) CTR in orange, for each of the top ad positions:For example, the average CTR for an ad in the top position is just under 6%. If you were achieving a 6% CTR, you would consider that good, right? Yet that’s only average! Some advertisers consider even 2-4% CTRs decent, but the opportunity to aim much higher is there.As you can see by the proliferation of blue dots (each accounting for a single advertiser account, not an individual ad) some advertisers are outperforming the average by far. Those in the very upper echelon, seeing exponentially higher CTRs, are clearly doing something right. Even in the third position, we see an advertiser account with an average CTR nearing 18%, while his average competitor in that position is stuck way down at 3%.This is an AdWords unicorn, winning CTRs six times higher than the average.In the chart above, you can also see the curve required to outperform the average by two or three times. We call those getting 2x CTRs “Awesome Advertisers”; these account for the top 15% of ads in the auction. The top 5%, which we’ll call “Super Awesome Advertisers,” are getting 3x CTRs. The very top of the heap — the crème de la crème, getting 6x higher than average CTRs and making up the top 1% of ads — these are AdWords unicorns.Now that we know what a unicorn looks like, we can deconstruct it and see what these exceptional advertisers have in common, in order to produce unicorn ads of our own:1) Unicorn Accounts Have High Quality Scores Across All KeywordsQuality Score (QS) is one of the AdWords metrics that correlates most strongly with PPC success. Higher QS generally leads to lower costs per click and costs per conversion, as well as better ad placement. In “How to Save Up to 50% on Your PPC With Quality Score,” I explain why spending your time optimizing for QS is definitely a worthwhile investment.In our analysis, we found that the average QS is just 5.1 out of 10; this is a massive opportunity for advertisers willing to put forth the effort!2) They Reduce Wasted Spend With Negative KeywordsAgain, this is a massive opportunity that is sorely underutilized by advertisers. The top AdWords advertisers are incredibly effective at reducing wasted spend through the use of negative keywords. However, we also know that 25% of advertisers aren’t using them at all.Back in September, we looked at ways to reduce wasted AdWords spend, and it’s worth revisiting. Failing to exclude specific keywords in your campaigns results in irrelevant, non-converting clicks.3) They Let Google Do Some of the Work for ThemOh, those clever unicorns. These guys are winning the lion’s share of impressions, literally stealing opportunities for clicks away from their competitors. See the example at right, where the advertiser is appearing for 89% of searches relevant to their ads. That’s huge!They understand that Google really and truly wants to show highly relevant, engaging, quality ads to searchers. If the ads they serve up aren’t a good fit, people don’t click and Google doesn’t make their money. Get Google on your side, serving up more of your ads more often — and in better positions — by chasing unicorns and aiming to be way more than average.4) They Target High-Intent, Long-tail KeywordsThe top 1% of AdWords accounts lean toward long-tail keywords with high commercial intent. They’re chasing the people who are in the right frame of mind to convert and have indicated as much through their query. They avoid non-specific or informational queries and instead focus on branded and local keywords, where the intent is evident.5) They Write Ads That Don’t SuckMost AdWords ads just flat out suck. They’re boring, unemotional, and not persuasive.Top advertisers seek out those opportunities, where all of the top ranking ads are similarly boring and sucky. I call this an AdWords Jackpot — you can walk in there with your killer ad copy and own the results if you can come up with a more emotional, compelling ad.On that note, try Perry Marshall’s Swiss Army Knife structured brainstorming process to help you identify the most powerful triggers for your target market and understand how your brand can tap into them.Bonus Tip: Cut the Dead Weight – Unicorns Don’t Have BaggageIt’s a little-known fact, but in any given account, 5% of the ads account for 85% of the impressions. Top AdWords advertisers are skilled in letting go of the underperformers, which they identify through rigorous testing that can have them comparing hundreds of ads at a time.You don’t have to go at this full-time to get to that level of testing, though. Start small and spend a few hours a week testing, copywriting, and optimizing your account.Remember, unicorns aren’t common; only 1 in every 100 will ever reach this status. This means you need to start testing more ad variations, more often, in order to pick winners to build out on. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack