Category: Internet Marketing

Why a Licensed Real Estate Appraiser Should Inspect Your Home Before You Buy

Home Business Magazine Online

There are several reasons why you would want to hire a professional real estate appraiser. The most frequent uses of appraisals are in refinancing and real estate transactions. In the first instance, the appraisal’s goal is to find out if the price in the contract accurately shows the house’s value in light of factors like its location and condition. On the other hand, the appraisal’s goal is to help the lender in determining a loan amount appropriately while taking the property into account as prospective collateral.

Typically, a lender will ask for an appraisal, and the borrower will be responsible for the fee. Depending on where the residence is, an appraisal often costs a couple of hundreds of dollars. An evaluation of a house has a goal to show how much it is worth, not to pinpoint the condition and what issues it has. Additionally, an inspection of a given property cannot be looked at the same way as a home appraisal.

Before you even start negotiating with the property seller, it is crucial that you get a professional to inspect the property beforehand.

If you, a potential future homeowner, need financing, the lender will require a home assessment, frequently using a certified appraiser they are familiar with or have previously worked with. Before assessing the property, a skilled appraiser needs to have a license and needs to be insured. Due to federal law, an appraiser needs to maintain objectivity in the topic regarding the transaction to prohibit falsifying any facts either in favor of the borrower or the lender.

Why Hire a Professional for Home Appraisal

An authorized expert who holds a current real estate appraisal license must carry out the procedure of a house appraisal. The advantages of professional house appraisals will now be discussed.

Assessment of Value

To start with, the benefit of a home inspection has one primary purpose, which is to establish the full price of your property. Although it may not seem necessary to know the exact value of your home, knowing what it is worth may help you prepare for your plans in the future and financial goals. Whether you are a real estate investor or a potential homeowner, the appraisal process is a very important step.

If you work in the real estate sector and you prefer the fix-and-flip projects, getting someone to assess those properties might help you avoid offers that are not profitable for you and offer you a better idea of what you are dealing with and the resources you possess. In order to stay ahead, especially if this is your main job, it would not be a bad idea to have a professional appraiser regularly check your properties at least once per year.

Estate Planning

The process of developing a plan for how to transfer assets to the younger generations is known as estate planning. A seasoned tax or financial advisor may provide a number of strategies to help you avoid estate planning mistakes, but they must be knowledgeable about the assets they are working with and their valuations. This includes both liquid and illiquid assets, such as cash, stocks, and bonds, as well as illiquid assets like real estate. Knowing a home’s assessed value might help you decide whether it would be better to retain it in the family or sell it while comparing this knowledge to other factors like sentimental value and family tradition.

Removal of PMI

The lender is protected by private mortgage insurance (PMI) in the event that a borrower defaults on a loan. This insurance’s monthly cost is frequently included in the borrower’s monthly mortgage payment, while it is occasionally possible to pay it upfront.

PMI could become a need for obtaining a loan in common situations such as down payments or refinancing if the borrower has less than 20% equity in the home. The only way to find out the home’s true market value is to have it appraised.

A house appraisal could be helpful, for instance, if the property’s worth has significantly grown since the loan’s inception. This would increase the borrower’s equity in the home. An assessment of the property demonstrates to the lender that the borrower has enough equity to be free from the PMI requirement. But be aware that different lenders have different requirements for how much equity you must have in your home to get rid of PMI.

Final Thoughts

There are several advantages to having a professional home evaluation done for your property. You might be unaware of how useful it can be at first. However, in addition to the advantages we have already stated, expert house evaluation has other advantages. You will benefit more than you may think from being aware of your home’s genuine market worth.

The post Why a Licensed Real Estate Appraiser Should Inspect Your Home Before You Buy appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/real-estate/licensed-real-estate-appraiser-inspect-home-before-buy/

Is Car Finance the Best Way to Fund Your Next Car?

Home Business Magazine Online

The popularity of getting a car through finance has really taken off in the past few years. There are a number of reasons why car finance can be a popular option for drivers. From the higher cost of new and used cars to the cost of living at an all-time high too, it can be harder for drivers to afford to pay for a car in one lump sum. If you’ve never taken out a car loan before, you may be wondering if it’s the right option for you. The article below looks at how car finance works and also the pros and cons to help you decide whether you should finance your next vehicle!

How does financing a car work?

It’s worth noting that there are a few car finance agreements to choose from, but they usually work in the same way as each other. You borrow an amount to cover your car purchase from a finance lender and pay it back over an agreed term in monthly instalments. Your monthly budget will also include any fees and interest to pay too. You can set your finance term to fit in with your affordability and car financing deals can usually be spread over 3-5 years. You can choose the car you want from a participating dealership and payments will be based on the cost price of your chosen vehicle. Depending on the deal you choose, your loan will either be secured or unsecured. A secured loan means the deal is secured against the vehicle and can be taken from you if you fail to stick to the rules of the agreement.

Advantages of choosing car finance:

There are so many benefits to financing a car and for many drivers it can be a no brainer.

  • Multiple finance agreements to choose from. Car finance isn’t just one agreement and, in the UK, the most popular ways to finance a car is through hire purchase, personal contract purchase and a personal loan option. You can choose an agreement that’s right for you based on what you want out of your finance deal and also to suit your monthly budget.
  • Spread the cost. One of the biggest benefits of getting a car through finance is that you can spread the cost of ownership into affordable monthly repayments that suit your budget.
  • Get a newer, better car. When you buy with cash, your budget may be smaller which means you may be limited to the cars you can buy. You can usually get a newer, more reliable car when you spread the cost with finance and pay for it over a term that suits you.
  • Fixed payments. The interest rate you pay can fluctuate in line with the Bank of England base rate but once you secure a finance deal, most interest rates and monthly payments are fixed. This means you will pay the same each month for the duration of the loan and it won’t change, unless you refinance your car loan early.

Disadvantages of choosing to finance a car:

It wouldn’t be fair to look at the benefits and not also assess a few factors which may not make car finance the most cost-effective way to get a vehicle.

  • Interest to pay on top of your loan. You can benefit from 0% interest car finance deals, but these are usually reserved for brand new cars where the purchase price is higher anyway. You will need to pay interest on your car loan and the interest rate you are offered can massively vary from customer to customer. Choosing a higher interest rate can make car finance less cost-effective.
  • Can harm your credit. If you fail to stick to the rules of your credit agreements, it can have a negative impact on your credit. Missed or late car repayments negatively impacts your score and affect your ability to borrow in the future.
  • Mileage and damage charges. Certain agreements such as PCP deals require you to set a mileage limit at the start of your deal. If you exceed the annual mileage, there can be additional charges to pay. Some drivers don’t like this as they feel they are restricted by the finance company. You will also have to agree to keep the car in good condition if you want to hand the car back at the end of the deal and you may need to pay for any damage charges too.

The post Is Car Finance the Best Way to Fund Your Next Car? appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/money/personal-finance/car-finance-best-way-fund-next-car/

How to audit your YouTube channel for brand success

Despite what some business leaders still (shockingly) think, YouTube isn’t just cat videos and fail compilations; it’s a mighty tool in your marketing arsenal. 

If you’re not harnessing its full potential, you’re missing out big time. 

Regularly performing a thorough audit is one way to ensure you’re squeezing all the value from your brand’s YouTube channel. Here’s how it’s done.

Understanding YouTube metrics and analytics

Views, subscribers, likes, comments and shares give a good feel for how your video content is performing. 

But if you really want to get into the nitty-gritty, YouTube Analytics is a gold mine. 

It tells you everything from watch time and traffic sources to audience demographics, with data for individual videos and the channel overall. 

Understanding these numbers is crucial to know what is and isn’t working. 

Here’s a breakdown of some of the most important metrics in YouTube analytics:

Views

  • This is the total number of times a video has been watched on YouTube. It’s a primary indicator of how many people your content is reaching.

Subscribers

  • The number of people who have subscribed to your YouTube channel. Subscribers are your core audience and will likely engage regularly with your content.

Watch time

  • The total amount of time people have spent watching your videos. This is a crucial metric as YouTube’s algorithm heavily considers watch time when ranking videos.

Audience retention

  • This metric shows you how long, on average, viewers stay engaged with your videos. If people are regularly watching your video until the end, this indicates that your content is engaging and relevant.

Engagement metrics (likes, comments, shares)

  • These metrics show how viewers interact with your videos. High levels of engagement typically indicate that your content is resonating with your audience.

Visibility metrics (impressions and CTR)

  • Impressions refer to how often your video’s thumbnail is shown to people on YouTube, while the CTR shows how often people click on it to watch the video. Having high impressions but low CTR can suggest your title or thumbnail needs a bit of tweaking.

Traffic sources

  • This shows where your viewers find your videos, whether through YouTube’s search engine, suggested videos, external sites, etc. It helps you understand where your marketing efforts are most effective.

Demographics

  • Information about your audience (e.g., age, gender, location). Knowing your audience demographics can help you create more targeted and relevant content.

Top videos

  • This shows which of your videos are most popular based on watch time. Understanding what type of content performs best can guide your future content creation strategy.

Playback locations

  • This tells you where people are watching your videos, such as on the YouTube watch page, embedded on other websites, or within YouTube’s mobile app. This helps you understand how your audience prefers to consume your content.

Remember, while these metrics are all important, the ones that matter most will depend on your specific goals and strategy.

Before you dive into the deep end, have clear goals in mind. 

Do you want to increase your subscriber base? Boost engagement? Drive traffic to your website? 

Align your YouTube channel goals with your overall marketing strategy and make sure they’re SMART:

  • Specific. 
  • Measurable.
  • Achievable.
  • Relevant.
  • Time-bound. 

5 important metrics to work on for improved YouTube ranking and visibility

If you want to audit your YouTube channel to find opportunities to improve rankings and visibility, here are the metrics you should focus on:

View duration (watch time)

YouTube wants to keep viewers glued to the platform. 

So, the longer your videos hold viewers’ attention, the more YouTube’s algorithm will favor you. 

Monitor your analytics to see which videos capture attention and why. 

  • Are they more fast-paced and engaging? 
  • Do they deliver on the promise of the title and thumbnail? 
  • Are they particularly topical? 

Do more of what’s working, and cut what’s not.

Audience retention

Many marketers miss or struggle to interpret this metric. 

Audience retention refers to the percentage of a video that viewers stick around to watch. 

If your 10-minute video consistently loses viewers at the 2-minute mark, you have a problem. 

You need to figure out what’s causing viewers to bounce and fix it. 

Is it a boring intro? A misleading title? Solve the issue to keep your audience around for longer.

In the audience retention graph for each video, what we’re looking for is a relatively flat line or one that only gradually declines. 

Steep drops and dips are to be further investigated. 

To find the chart, go to YouTube Studio > Content > Select a video > Analytics, then scroll down to Key Moment for Audience Retention.

YouTube Studio - Audience retention

Engagement metrics (Likes, comments, shares and subscriptions)

When viewers interact with your videos – by liking, commenting, sharing, or subscribing – YouTube takes it as a sign that you’re creating valuable, engaging content. 

So encourage that interaction! Ask viewers to like, comment, share and subscribe. 

And don’t be a wallflower yourself. Respond to comments and engage with your audience. 

Just be sure to keep it positive and professional.

Click-through rate (CTR)

This measures how many people see your video thumbnail and title (impressions) and then click to watch. It’s a vital sign of how compelling your video’s ‘packaging’ is. To boost your CTR, craft irresistible titles and design eye-catching thumbnails. But remember, clickbait might earn you a click, but it’ll hurt your view duration and audience retention if your video doesn’t deliver on its promise.

Traffic sources

This shows you where your views are coming from – whether it’s YouTube search, suggested videos, external websites, or other sources. 

Understanding this can help you tailor your SEO strategy. If many viewers find you through YouTube search, you’ll want to double down on keyword optimization. 

If external websites are driving traffic, look at which sites are linking to you or embedding your content, and why.

YouTube audit essentials

Now that you understand what metrics you’re dealing with, the real work begins. 

To make your brand’s channel shine, you must first understand where it stands, what’s working, and what could use a little love. 

It’s time to roll up those sleeves and dive into a YouTube channel audit. 

Below are the essential steps and elements you must include in your audit. 

Step 1: Check out the channel aesthetics

First impressions count. Start by looking at your channel’s logo, banner, and overall visual aesthetic. 

Does it scream “your brand,” or is it more of a whisper? 

Make sure everything aligns with your brand’s identity and vibe. 

Also, double-check the About section. It should tell viewers exactly what your channel is about, when to expect new videos, and how to get in touch. 

Think of it as your brand’s elevator pitch.

Step 2: Dive into the video library

Watch a selection of videos across the library – some old, some new, some with high views, some with low views. 

Take a look at the channel analytics and pay close attention to the focus metrics I mentioned above. Compare year over year, if you can. 

This will give you a feel for the content quality and how it has evolved over time. 

  • Are the videos in line with the brand’s messaging? 
  • Are they serving the viewers’ needs or interests? 

If not, it’s time for a rethink.

An important point to understand is that you want your channel to feel timely, topical, and relevant. 

So any non-evergreen content you have that is now outdated (looking at you, “2020 SEO Trends to Watch Out For”) could be bringing down performance. 

Sadly, YouTube doesn’t allow you to upload a new version and keep all the stats from the old one, you’ll need to start from scratch. 

Step 3: Thumbnails, titles and descriptions

Here’s where we get down to the nitty-gritty. Take a look at the video thumbnails, titles, and descriptions. 

  • Are they eye-catching? 
  • Do they clearly communicate what the video is about? 
  • Are they optimized with relevant keywords? 

The combination of your thumbnail and title is like a movie poster for your video, so it needs to be compelling.

And the description is your chance to reel in viewers (and search engines) with more detail.

Step 4: Get engaged

Check out the engagement on your videos. 

  • Are viewers liking, commenting and sharing? 
  • More importantly, are you responding to those comments? 

Engagement isn’t a one-way street, so be sure to take the time to interact with your audience.

Step 5: Compare with competitors

Take a peek at what your competitors are up to. 

  • What are they doing well? 
  • What aren’t they doing so well?

Find ways to differentiate your brand and make your content stand out. 

Tools like TubeBuddy are great for competitor analysis, as well as optimizing your own channel. 

Step 6: Review your SEO

If you’re serious about success on YouTube, SEO is not optional, it’s mandatory. Optimize your video titles, descriptions, and tags with relevant keywords. 

And let’s not forget the thumbnails – they’re the first thing viewers see. Make them catchy.

Playlists are also a fantastic way to keep viewers hooked to your channel. 

YouTube SEO is a discipline in itself, but an important one to get your head around if you want to make the most of your brand’s channel. 

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Bonus: Your YouTube upload checklist

So, you’ve done your audit, the house is in order and existing videos are starting to get some traction. 

How do we avoid having to do all this again in six months? 

Presenting YouTube upload checklists! 

A YouTube upload checklist should cover key steps in the process of preparing, optimizing and uploading a video for maximum visibility, engagement and SEO benefit. 

Here’s a rundown of the essentials:

Pre-upload

  • Content quality and value: Ensure your video provides meaningful content to your audience. Whether it’s educational or entertaining, it needs to offer something valuable.
  • Video quality: Your video should be HD quality (1080p or higher) for a professional appearance.
  • Editing: Check your video for any editing errors and ensure smooth transitions, clear audio, and appropriate pacing.
  • Branding: Incorporate your brand identity, like your logo and colors.

Upload

  • Title: Craft a catchy and relevant title that includes your main keyword.
  • Description: The first two to three lines are crucial, so include your keyword early. Expand on the video content and include relevant links.
  • Tags: Use relevant tags, including main keywords and related terms.
  • Custom thumbnail: Create a visually appealing and compelling thumbnail that aligns with your video content.
  • End screens: Use end screens to promote other videos, drive subscriptions, or guide users to your website.
  • Pinned comments: Post and pin a comment to the top of your video’s comment section. Start the conversation yourself instead of waiting for viewers to do it. It can be much quicker to get engagement flowing with this method. 
  • Closed captions: Include closed captions (CC) for your videos. This enhances accessibility and contributes to SEO, as the text is searchable.
  • Playlists: Add your video to relevant playlists to encourage extended viewing.
  • Scheduling: Determine the best time to publish your video to maximize engagement.
  • Visibility settings: Ensure your video is set to publish or scheduled to publish at a certain time.

Post-upload

  • Engagement: Engage with your audience by responding to comments.
  • Promotion: Share your video on other social platforms to increase visibility.

Double down on metrics that matter to your brand

Succeeding on YouTube and mastering its nuances might seem daunting. But once you break it down and understand the metrics that drive your channel’s success, it’s not as scary as it seems.

Creating a successful YouTube channel involves more than just posting content. It’s about knowing your audience, setting clear goals, making your content easily discoverable and engaging, and consistently evaluating and optimizing your strategy using data.

From auditing your channel aesthetics to diving deep into the video library, it’s a journey, not a one-off task.

Plus, with the handy upload checklist, you’ll set your videos up for success every time you go live. 

The key to brand success on YouTube lies in:

  • Ensuring your video is professional.
  • Having well-optimized metadata.
  • Interacting with your audience.
  • Promoting your content after upload.

All these are essential strategies for growing your YouTube channel and enhancing your brand’s visibility.

The post How to audit your YouTube channel for brand success appeared first on Search Engine Land.

Original source: https://searchengineland.com/audit-youtube-channel-429930

Google Merchant Center adds customer support feature

Google has launched a new customer support feature on Merchant Center.

The new tool enables retailers to input their customer support information and returns policy.

Merchant Center is then able to share these details with shoppers without them ever having to leave the program.

Why we care. Consumers often feel frustrated and dissatisfied when they can’t easily access customer support and returns-related information while shopping online. Giving them the ability to quickly and easily search for these details within Merchant Center can improve the user experience and help build trust. The more shoppers trust a brand, the more likely is is they will buy and become loyal customers.

Setting up customer support information. Here’s how Google said retailers can add their customer support information:

  1. Log into Merchant Center.
  2. Once on the Home page, navigate to the Add customer support info card.
  3. Select Add info.
  4. Input the following customer support information:
    1. Customer service telephone number
    2. Customer service email address
    3. Customer service web page URL (i.e. link to a customer service form)
    4. Select the “Live chat support available” toggle if your business supports this
    5. Select the “Chat bot support available” toggle if your business supports this
    6. After providing the relevant information, select your preferred contact method.
  5. Once these steps are complete, scroll down to the bottom of the page and click  ‘Save’.

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What has Google said? Google explained the importance of providing customer service information via a statement issued on Merchant Center:

  • “Customer service is important for your business and your customers because it allows you to help customers solve any issues with your product or service.
  • “It also helps you build trust with your customers. So it’s important that your customers know how they can reach you for support.”

Deep dive. Read Google’s Merchant Center customer support guide for more information.

The post Google Merchant Center adds customer support feature appeared first on Search Engine Land.

Original source: https://searchengineland.com/google-merchant-center-customer-support-429957

Can Ticket Selling Underpin a Profitable Business?

Home Business Magazine Online

Let’s face facts; ticket reselling has gotten a bad rap in the digital age, with practices such as scalping or touting at football matches considered to be both unfair and unscrupulous.

However, it should be remembered that ticket reselling is broadly legal and well regulated, while it also underpins a huge and fast-growing marketplace.

In fact, the global secondary ticket resale market was valued at a staggering $5.24 billion in 2020, while it’s expected to peak at £9.7 billion by 2027 and grow at a CAGR of 9.2% in the next four years.

With these points in mind, it’s possible to resell a broad array of tickets as part of a highly profitable and lucrative business. But what steps can you take to optimise your chances of success in this sector?

Understand the Law and Its Impact

As I’ve already touched on, there are plenty of laws in place to regulate ticket reselling, although many of these were passed with the primary objective of cracking down on touting at sports matches (especially football).

For example, the Criminal Justice and Public Order Act 1994 was primarily constructed to help crackdown on football hooliganism, by prohibiting fans from reselling tickets to rival fans in the same section.

Similarly, the 2006 Violent Crime Reduction Act evolved from the creative attempts to circumnavigate the 1994 legislation, such as selling a matchday program with a free ticket thrown into the deal.

Understanding such legalities is key if you intend to sell a broad range of tickets successfully and compliantly, regardless of the volume or quantities you initially deal in.

Make Use of Reputable Reselling Sites

If you do want to sell sports tickets as part of your business model, it’s highly recommended that you use reputable and licensed reselling sites.

The reason for this is simple; as such sites are heavily regulated by the Competition and Markets Authority (CMA) and compelled to follow all relevant local and national laws. So, the best and most established platforms have the full trust of buyers, while they allow reputable vendors to become trusted sellers and operate profitably.

Currently, for example, reputable resale sites like Liverugbytickets.com and Ticombo are advertising available tickets for most of the published RWC23 fixtures. Conversely, the official RWC site is only offering limited spaces for 12 of the tournament’s 48 games, so fans are flocking to reselling platforms to make a purchase.

As a result, resellers who are able to sell at market value will be able to access a huge and motivated audience through such sites, especially if they’ve earned a reputation as a trusted vendor and operate with complete transparency.

Get a Handle on Your Margins

Ultimately, being a profitable ticket reseller depends on your grasp of your margins, as not all tickets sell equally and some are capable of driving much higher prices than others.

At the same time, the more profitable tickets will be more costly in the first place, so it’s important to deploy a bulk buying strategy where possible and be precise when setting your resale prices.

To provide an example, concert tickets may deliver an approximate return of £40-£50 per ticket, whereas major sports matches can deliver profits of £250 and upwards depending on availability and demand. These differences must be factored into your buying and pricing strategies, or you’ll find it hard to bank any kind of sustainable profit.

This is also one of the reasons why you should look to start small before scaling your efforts organically over time, in line with your profitability and the experience that you’ve gained selling different types of tickets.

The post Can Ticket Selling Underpin a Profitable Business? appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/business-spotlights/ticket-selling-underpin-profitable-business/

Google’s attribution model shake-up: 3 solutions for advertisers

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September.

Last-click and data-driven attribution models will remain available, along with external attribution.

What some PPC marketers don’t realize is that Google won’t just discontinue these attribution models from a bidding standpoint. They will also be removed from the reporting and comparison features.

This means you can no longer analyze your customer journeys within Google Ads and Google Analytics using attribution models. You need alternatives.

A look at attribution models

Attribution models help connect a conversion (i.e., a sale or a lead) to an ad click or impression. It’s a way to determine which ads, audiences or networks perform best. 

Historically, we’ve used several attribution models with different rules to make that connection.

Using football analogy, here’s what each model represents:

  • Last click: The goal scorer deserves all the credit.
  • First click: The first player who touched the ball during the action leading to a goal deserves all the credit.
  • Linear: All players who touched the ball during the action leading to a goal deserve an equal share of the credit.
  • Time decay: The last players who touched the ball during the action leading to a goal deserve more credit than the first players.
  • Position-based: The goal scorer and the first player who touched the ball during the action leading to a goal deserve 40% of the credit each. Other players will get the remaining 20% evenly.

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The issue with Google’s preferred attribution model

This shift leaves data-driven attribution (DDA) as the default attribution model in Google Ads.

Google doesn’t share the rules that decide what ads to link to a conversion. I personally assume DDA utilizes a combination of the aforementioned attribution models.

There’s one very cool bit, though: DDA is tailored to your account.

  • “Data-driven attribution is different from the other attribution models because it uses your conversion data to calculate the actual contribution of each ad interaction across the conversion path. Each data-driven model is specific to each advertiser,” according to Google.

Theoretically, this is perfect. 

An attribution model custom-made just for you. And you didn’t even have to bother thinking about those rules! 

Yet, it sounds too good to be true. 

DDA is tailored to your account. But based on what criteria? We don’t know.

This shouldn’t matter as long as it works. 

And we could make sure it does by comparing it to other models.

But what happens now that Google will discontinue “old” attribution models from the reporting section?

Does fewer attribution models necessarily mean poorer performance?

Now that’s the real question. 

While we probably all hate to lose more control with every year that passes by, that shouldn’t be an issue as long as performance keeps on increasing. 

And as we saw earlier, the impact is minor in terms of bid management (3% of all conversions).

The real issue lies elsewhere – at the strategic level.

As Google states:

“On the path to conversion, customers may interact with multiple ads from the same advertiser… Attribution models can give you a better understanding of how your ads perform and can help you optimize across conversion journeys.”

So how do we optimize across conversion journeys if we lack visibility? Let’s walk through an example first:

Analyzing customer journeys in action

One of our clients has a relatively simple media mix, so I’ll use that as an example to illustrate my point. 

Like in football, that client has different tactics: defenders, midfielders and strikers. It takes that whole team to score a goal.

Tactic Last-click purchases First-click purchases Difference
Organic search 2,478 1,579 57%
Email 1,978 1,184 67%
Paid search 1,621 2,796 -42%

Notice that paid search “scores” pretty well when using the first click attribution model. However, not so much when using last click. Organic search and email marketing steal the show when using that attribution model.

This is as expected, though, because:

  • The conversion journey starts with non-branded paid search. They generate leads.
  • Lead nurturing is necessary to mature prospects. That is mainly done through email marketing.
  • Qualified prospects eventually buy through organic and paid branded search.

Or, to put it in football terms:

  • Non-branded paid search = Defenders
  • Email = Midfielders
  • Organic and paid branded search = Strikers

Is DDA enough? 

Would you have understood this conversion funnel without those attribution models? 

Probably. This example is quite straightforward. 

But what if we start working on a B2B project where sales take months or a B2C project where repeat purchases are important?

Now that’s another story. I have seen plenty of examples where DDA did not perform well. 

I think validating DDA conclusions with old and rigid attribution models still has value. Without such benchmarks, you expose yourself to potential harm.

After all, machine learning is only as intelligent as the data we feed it.

Here are three solutions for advertisers looking to adapt to the changes.

Solution 1: Next-level tagging plan

Developing a solid data program is your first step to identifying customer journey interactions. 

Through complete tracking, you can use DDA or last click attribution models confidently… but with all those customer journey steps to replace first click and so on.

I know it’s not ideal but this is a first step. If we use my example above, you’d attribute last click leads to non-branded search and last click sales to branded search. Not ideal, but it works.

Naturally, this requires tracking the entire customer journey. You can’t rely on your old simplistic tagging plan. You need micro-conversions.

Solution 2: Integrating CRM data

When tracking conversions, do you stop at sales? 

Now you need to track and feed the entire customer journey (yes, including post-sale) back into ad platforms through external attribution. 

You can then use that tool for increased visibility – like lead scoring but with client scoring this time.

If you spot performance discrepancies, this should enable you to influence your bids differently from the “data-driven” model.

In short, the CRM must become (if it isn’t already) a central tool for advertisers to better understand and inform the customer journey – and, consequently, the appropriate media mix.

Solution 3: Other attribution methods

I’m venturing into more sophisticated grounds here, which doesn’t apply to all projects. 

Basically, incrementality means exposing an audience to your ad and purposefully hiding that same ad from a similar audience, and then comparing both audiences’ performance levels.

As you can imagine, this method is very cool but prone to errors. (Not to mention only available if you have big budgets in the first place for data reliability purposes.)

Your next best bet is with customer surveys. 

For example, you can use an exit-intent popup (asking leaving visitors where they came from, what they didn’t like, etc.) or additional fields in your purchase/lead journey to capture additional information.

Naturally, be careful with such declarative data since they are often skewed to an extent.

There’s no perfect attribution model

Throughout this article, I’ve been chasing the perfect way to measure performance.

But don’t get lost in the rabbit hole. There is no such thing as perfect attribution. 

What you want is a reliable yet directional input to your strategy.

Getting past that stage is for ad geeks like me, but not useful for business decision-making. Prioritize accordingly.

The post Google’s attribution model shake-up: 3 solutions for advertisers appeared first on Search Engine Land.

Original source: https://searchengineland.com/googles-attribution-model-shake-up-3-solutions-for-advertisers-429937

Ad spend up across Google, Meta, Amazon, Walmart in Q2

Ad spend increased across Google, Meta, Amazon and Walmart during the first two quarters of 2023.

Another major advertising platform on the grow in Q2: fashion brand Temu.

The company became a major player in the Google Shopping race, so much so that it is now competing against 82% of US advertisers – to put this percentage into perspective, this is a higher share than Walmart, according to Tinuiti’s latest Digital Ads Benchmark Report.

Why we care. An increase in ad spend is fantastic news for marketers as it shows that stability and trust in the digital ad space is finally returning following the economic downturn. The more brands are willing to spend, the more opportunities that are created for advertisers – not just in terms of campaign volume, but bigger budgets will give advertisers access to more resources to improve engagement, conversions and ROI.

The business’ strong performance will also be of interest to marketers previously thinking of buying ad space with Walmart, as Temu may now be considered a serious alternative.

What has Tinuiti said? Andy Taylor, vice president of research at Tinuiti, suggested Temu’s success was unexpected:

  • “It’s pretty shocking to see a new player – one that many are not aware of – rise to become a bigger advertiser in the space than Walmart, in terms of the companies we support.”

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By the numbers. Among the most interesting stats highlighted in the 31-page report:

  • YouTube ad-impression growth remained strong at 34% year-over-year (YoY), while the average CPM fell 18%.
  • YouTube spending on connected TVs (CTVs) shot up 31% YoY, however, desktop spending fell.
  • Desktop YouTube spend dropped by 27% YoY in Q2 2023, with the desktop share of YouTube spending falling from 20% to 14% during the same period. 
  • Reels ads now account for 11% of Instagram ad impressions. 
  • Advertisers grew investment in Meta properties 9% year-over-year in Q2 — the strongest quarter since Q1 2022.
  • Walmart Sponsored Products spend rose 39% year-over-year in Q2, as ad pricing declined just 4% in the second quarter compared to a 41% decline in Q1. 

The report. You can download Tinuiti’s latest Digital Ads Benchmark Report to dive deeper into all the numbers and trends.

The post Ad spend up across Google, Meta, Amazon, Walmart in Q2 appeared first on Search Engine Land.

Original source: https://searchengineland.com/ad-spend-increases-google-meta-amazon-walmart-430012

Skype vs Teams vs Slack: Which Is the Best for Remote Work?

Home Business Magazine Online

Whether you’re a remote worker or want to be able to work remotely, there are plenty of options for how you can get your job done. But which team collaboration software is the best? It depends on what kind of remote work you do and what type of service you need.

But if you find yourself choosing between the most popular options — Skype, Teams, Slack — which one is the best for your company? Learn more about these three popular alternatives in this blog article!

Why Use Team Collaboration Software?

What are the benefits of using team collaboration software? Well, team collaboration software can help you meet your goals. For example, using this for remote work can make it easier for people to create content through closed-door online meetings or brainstorming sessions.

It can also make it easier to do video conferences because chatting over text is hard sometimes.

Microsoft Teams is an excellent option for those who want to collaborate and share information with others. It’s also a good option for those trying to reduce their digital footprint and reduce emailing and group video calls.

However, Skype and Slack allow you to work remotely with people like never before.

All three of the mentioned software serve as a great communication platform for creating a virtual work environment. Despite this, the programs still have minor variances.

Slack, Microsoft Teams, and Skype

Slack is a web-based application that can be used as a chat tool, group chat software or instant messaging service. It offers text messages, voice calls, video calls, group chat, direct messaging, file transfer, and other features. The uniqueness of Slack workspace is that it’s free for open-source initiatives or startups and other Slack users.

On the other hand, Microsoft Teams is a collaboration and communication tool that includes several features for group chat, and instant messaging and integration is available with Microsoft Office 365, Outlook.com, SharePoint, OneDrive for Business, Skype for Business, Dynamics CRM Online and more. Microsoft Teams is suitable both for small and big groups.

Lastly, Skype is a well-known service that has been around for 18 years. The application features include audio calls, video calls, text messaging, and group chat. The uniqueness of Skype is that it can be used both as a VOIP software and as a messaging service. You may call other Skype users by creating your phone number.

User Interface Design and User Experience (UI & UX)

Microsoft Teams and Skype offer similar features, but Skype has a slightly better interface design and user experience. Both systems’ layouts the screen is cleaner and easier to navigate, making it easier for users to find all the necessary information they need.

In contrast, Slack’s layout interface is considered basic and is quite tricky to navigate. This might be due to Slack being a web-based system that is not optimized for mobile devices.
In any case, the best interface design and user experience ensure that users will be able to find the information they need quickly and easily.

Winner in UI & UX: Microsoft Teams and Skype

Video Meeting and Screen Sharing Quality

Video conferencing and group video quality are essential aspects of many businesses. Businesses that utilize video conferencing for both internal and external use are very dependent on high quality.

If we have to compare Skype, Slack, and Microsoft Teams, all of them are good at video call quality, but we believe that Slack is far ahead. Even though Skype and Microsoft Teams users may enjoy great quality, we think that their video calling is still not good enough for business needs.

The video calling feature of Slack is more robust than the other two. This is determined after we evaluated the video calls and video recording quality of all three.

Winner in Video Meeting Quality: Slack

File Sharing and Collaboration

Another important aspect to consider is sharing files and storing files on a computer’s network. Users will be able to exchange files via the collaboration app as a result of this functionality. Everyone knows that sharing a file through the internet is a widespread and significant feature.

Comparing the above team collaboration software, we believe Microsoft Teams will be the upper hand over Skype and Slack. It has an excellent user interface and user experience, making it very easy for our users to use.

The best thing about Microsoft Teams is that it allows the user to integrate the software with other Microsoft tools, such as the file storage system, OneDrive. Users can store all their files and documents in OneDrive and share them with others easily.

Winner in File Sharing and Collaboration: Microsoft Teams

Help Desk and Customer Support

Choosing which platform is best for you can be challenging with the plethora of team collaboration tools available. What makes the tools best is the support available and whether they have a great relationship with their customers. Whenever we, as users, face any problem, we will want to look for customer support.

After some experiments with Skype, Slack, and Microsoft Teams, we found that all three of them provide excellent customer support. Moreover, bots and FAQs are available on all three tools, allowing for seamless assistance. As we all know, all three products advertise that their customer service is accessible 24 hours a day, seven days a week.

However, Microsoft Chat Support works faster than Skype Support and Slack support.

Winner in Help Desk and Customer Support: Microsoft Teams

Microsoft Teams, Skype, and Slack Pricing

Every software has its plan and packages offered to the users. All three-team collaboration platforms provide a free version and a free plan. As expected, they also offer premium and paid plans which include advanced features, depending on the software.

Microsoft Teams is the cheapest among these three. Other than the free Microsoft Teams plan, you get video meeting recordings for $5 per user/per month, OneDrive for Business storage (up to 1TB), and additional Microsoft 365 services. If you are an active Microsoft Tools user, you would like to get the Microsoft 365 Business Standard. You can enjoy collaboration software space that links to all Microsoft’s tools such as Microsoft Stream, Outlook, Publisher, and more.

If you’re looking for more options like screen sharing or sharing audio and video clips, Slack is your choice with its on-premises conference room for $6.67 per user/month via the Pro package. Other than that, Slack Integrations also offers different paid plans such as Business+ and Enterprise Grid, which provide even more additional features.

On the other hand, Skype provides a more unified direct and private messaging experience with video chat and audio chat for free. It also offers many more features aside from the usual IMs, such as chat windows and even instant messaging on the web.

In addition to the free plan competing options, Skype also has a paid plan that provides the user with a unique local phone number. You may use the phone number on Skype to call or send SMS to the local audiences.

Winner in Pricing (Lite User): Skype

Winner in Pricing (Professional User): Microsoft Teams

Conclusion

The best option for remote work is highly dependent on your needs, preferences, and where you are located. With these three seemingly similar productivity tools, there are a lot of factors to consider before deciding which one is most suitable for you or other small businesses. And when you’re done with work, why not treat yourself to some fun and excitement? Play at the top online casinos for Canadian players without breaking the bank. Enjoy your favourite games and feel the rush of winning!

The post Skype vs Teams vs Slack: Which Is the Best for Remote Work? appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/home-office/computers-and-software/skype-vs-teams-vs-slack-which-best-remote-work/

Guide for Businesspeople: How to Manage an Online Vaping Store

Home Business Magazine Online

Running an online vaping store can be a lucrative venture in today’s growing e-commerce landscape. As the vaping industry continues to expand, there are plenty of opportunities for entrepreneurs to establish a successful online presence. However, managing an online vaping store requires careful planning, a solid marketing strategy, and a focus on customer satisfaction. In this comprehensive guide, we will walk you through the essential steps to effectively manage your online vaping store.

1. Research the Vaping Market:

Before diving into the business, conduct thorough market research. Understand the vaping industry, target audience, popular products, and market trends. Familiarize yourself with regulations and laws concerning the sale of vaping products in your target market.

2. Choose the Right Platform:

Selecting the right e-commerce platform is crucial for your online vaping store. Look for platforms that offer user-friendly interfaces, robust features, secure payment gateways, and mobile responsiveness. Popular choices include Shopify, WooCommerce, and Magento.

3. Design a Professional Website:

Your website is your virtual storefront, so it’s vital to make a positive first impression. Opt for a clean and professional design that reflects your brand identity. Ensure easy navigation, intuitive product categories, and a clear call-to-action for purchasing products.

4. Curate a Diverse Product Range:

Offer a diverse range of vaping products to cater to different customer preferences. Stock popular e-liquids, vaping devices, coils, batteries, and accessories from reputable brands. Ensure your product descriptions are detailed and informative.

5. Implement Robust Security Measures:

Security is paramount for an online vaping store. Protect customer data and transactions by using SSL certificates, secure payment gateways, and strong password policies. Regularly update your website’s security software to safeguard against potential threats.

6. Focus on Compliance:

Adhere to all relevant regulations and age restrictions associated with vaping product sales. Implement age verification processes to ensure that customers are of legal age to purchase vaping products.

7. Develop a Strong Marketing Strategy:

Create a comprehensive marketing plan to promote your online vaping store. Utilize a mix of digital marketing channels, such as social media, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising, to reach your target audience effectively.

8. Engage with Customers:

Build strong relationships with your customers through excellent customer service. Respond promptly to inquiries and address customer concerns with professionalism and empathy. Encourage customer reviews and feedback to improve your store’s credibility.

9. Offer Promotions and Loyalty Programs:

Attract and retain customers by offering promotions, discounts, and loyalty programs. Provide special offers for first-time buyers and rewards for repeat customers. Create exclusive deals to incentivize customer engagement.

10. Monitor and Analyze Performance:

Regularly monitor the performance of your online vaping store. Analyze website traffic, sales metrics, customer behavior, and marketing campaigns. Use this data to make informed decisions and optimize your store for better results.

11. Stay Updated with Industry Trends:

The vaping industry is ever-evolving. Stay updated with the latest trends, innovations, and product releases to remain competitive in the market. Attend industry events and subscribe to relevant publications to keep yourself informed.

12. Handle Shipping and Logistics Efficiently:

Offer reliable shipping options to ensure timely delivery of products. Partner with reputable shipping carriers and provide tracking information to customers. Efficiently manage inventory to avoid stockouts and delays.

13. Foster a Responsible Vaping Community:

Promote responsible vaping practices and advocate for vape safety. Provide educational resources about vaping and encourage customers to make informed choices.

Conclusion:

Managing an online vaping store can be a rewarding and profitable venture with the right approach. Focus on providing a seamless user experience, offering quality products, and maintaining excellent customer service. By staying updated with industry trends and adhering to compliance standards, you can build a successful and reputable online vaping store that attracts loyal customers and contributes positively to the vaping community. Remember that building a thriving business takes time, dedication, and continuous effort, but with a strong foundation and commitment to excellence, your online vaping store can flourish in the competitive e-commerce market.

ZiipStock History:

Since its establishment in 2018, Ziipstock has been a trailblazer in the electronic cigarette industry, with its headquarters based in Chicago. Our core mission is to surpass customer expectations by delivering unmatched value. Committed to providing the finest shopping experience, we’ve implemented a stringent age verification system, ensuring compliance with federal law and preventing underage use.

Ditch the Ash…Embrace Ziipstock:

At Ziipstock.com, we offer an extensive range of vape products and accessories, complemented by premium vape juice to fulfill all your vaping desires. Embracing innovation, we continuously explore the latest technology and newest products through strategic partnerships with leading manufacturers, allowing us to offer unbeatable prices and a diverse selection that provides significant savings for our customers. The Ziipstock team is dedicated to redefining the boundaries of service, guaranteeing a wholly satisfying experience for every customer.

Deeply Engaged with the Vaping Community:

Ziipstock is an active and committed participant in the vibrant vaping community. We proudly associate with the Vapor Tech Association (VTA) and contribute to vape advocacy groups such as the American Vaping Association (AVA). By fostering these connections, we play an active role in advocating for the future of vaping.

Dare to Explore Ziipstock:

For all your vaping needs, Ziipstock is your ultimate destination. With a passion for innovation, exceptional customer service, and a dedication to advocacy, we invite you to embrace the Ziipstock experience and discover a haven for vapers.

The post Guide for Businesspeople: How to Manage an Online Vaping Store appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/ecommerce/how-to-guides-ecommerce/guide-businesspeople-how-to-manage-online-vaping-store/