Jan Řezáč @janrezac
I don’t like that website!
Jan was the second Czech representative at the Marketing Festival. He delivered really charismatically his take on the purpose of visual design. At the end of his lecture he provided this online resource. This interactive page expands his slides into a truly well-designed written presentation (please, check it out – it’s really cool). By being consistent with his words and actions this adds more value and meaning to the point he wanted to make with his lecture.
Jan’s presentation goes over the main goals of visual design and some of the common traps that designers and business owners fall into when working on web projects. The main three purposes of visual design as defined by Jan are the following:
- To have nicer website than competition
- To have good feeling from the website
- Make you money
A common misconception is that when you invest in a web site design project you are the one that needs to like it. No. Even though you are spending money towards this project, you liking it will probably not do too much for your target audience. What you see and your audience sees are often two very different things.
Another common mistake – you might want to make your design modern for the sake of just having a modern website but usually people look for content and not necessarily visual design. Often websites which look crude and basic are perceived to be more trustworthy by many.
Nowadays a lot of the people, including visual graphic designers, don’t have the proper formal education in their field. This sometimes means that the final product is a result of the designer’s intuition and not to proven techniques that can actually help you lower the risk of website failure.
Having a ‘nice’ website and design should not be left to chance. Define clear visual properties you can follow. Keep signal-to-noise ratio high, avoid making ‘pretty’ but unreadable text.
Your website must respect web design principles. Banner blindness can make people ignore a large part of your site. Make sure to make the website design consistent, avoid carousels and weird, cheap-looking stock photos.
Testing is a huge part of being successful at your designs. Don’t rely on opinions rather test – use the scientific method to do so.
Measure your website properly or you won’t find anything in the long run.
Martin Roettgerding @bloomarty
Taking Google Shopping to the Next Level
Martin presented a case study for Google Shopping with lots of great insights. He explained that in order to be part of G Shopping one should synchronize its product data with Google Merchant Center, which on the other hand is tightly related to Google AdWords.
He noted that when mastering Google Shopping you should keep in mind that you bid on products instead of keywords. You can choose to bid on a single or multiple products. When creating different campaigns you should account for certain campaign kw overlap that you could avoid by assigning negative keywords.
When shaping up your bidding strategy you could focus on various product related kws like product title, type, attributes, brand, etc. Martin also explained how to segment shopping queries: he advised to divide your bids into different campaigns, each of which should focus on specific shopping queries.
To discriminate between the various campaigns you should set their priority accordingly. It is normal for the campaigns to conflict with each other on occasions – to solve this issue Martin recommends using negative kws. His winning recipe for ordered shopping bid campaigns is to dedicate a campaign to all product related queries; another to all brand related queries and yet another one that will combine everything else.
A key takeaway is to clear up your queries list from brand/product queries that are ultimately unpopular among your targeted audience. When setting a new bidding strategy you could start by using the old bids and gradually adapting them according to the results you wish to obtain. Martin also advises using a shared budget when dealing with a high number of campaigns.
Dr. Peter Meyers @dr_pete
Keynote: The World of Google: US Vs. Europe
Hardly anyone has doubted that Dr Pete’s presentation would be fascinating, nevertheless he still managed to impress the audience by offering a unique study created solely for the event. Pete compared Google US SERP elements to those showing in CZ SERPs (Google search). Well, after listening carefully to his presentation intro – a story revealing his distant roots to the Czech Republic, we could easily speculate “Why would he even bother to go through such an extensive research?”
Whether it was nostalgia, workaholic diligence or simply passion for unearthing interesting trends that inspired Pete to make such detailed SERPs comparison, we could only guess. The truth is that he stumbled across some pretty interesting facts that we’ve listed below:
- CZ SERPs still don’t show any In-depth articles as compared to US, where they show up for 17% of the search queries.
- The Knowledge Graph is equally popular in CZ (27%) as it is in US (26%).
- Answer box are still way behind in CZ SERPs (0.2%) as compared to US (3.5%).
- The Local one box in CZ (9%) shows much more frequently that it does in US (7%).
- LocalCarousel in CZ is still nonexistent as compared to US (1%).
Dr Pete’s final words were much invigorating for he managed to found a positive aspect of the fact that CZ SERP evolution is lagging behind the US one: “Time is your SEO advantage”.
Russell Savage @russellsavage
AdWords Scripts: The Next Level of AdWords Optimization
Russell Savage is a Marketing Engineer but as he admits he’s more of an ‘engineer’ rather than ‘marketing’. He gave a very technical presentation of AdWords Scripts and touched on the benefits and downsides of automating your AdWords campaigns.
With AdWords scripts you can create shopping product groups, create budgets, labels, reports, and much more. Automation can save you hours a day and doing it by AdWords means you can be much more flexible rather than using the integrated AdWords scheduling system.
Some of the AdWords Scripts include the lack of ability to create campaigns; they are not very good for large accounts; sometimes the code breaks on updates and debugging is not always a breeze.
How to optimize RTB campaigns – current possibilities of the Czech market
RTB (Real Time Bidding) campaigns are often perceived as vague and uncertain as UFO, Jiří explains. After observing the media plans of 6 of the 20 biggest online spenders Jiří was able to conclude that 60% of the media resources were dedicated to Direct marketing campaigns, 35% to programmatic campaigns and 5% to an Ad Network campaigns.
The reason why the programmatic marketing campaigns are so widely-spread is that they allow for individual impressions targeting. To make it clear Jiří stresses out that Adwords is only a small part of the Programmatic marketing. Actually the truth is that AdWords are only a subset of RTB, which on the other hand is a small fraction of the Programmatic field.
Jiří explains that for the Czech market the programmatic formats are divided as follows: desktop (82%) vs mobile (18%). He also reveals the 3 three key pillars of Programmatic campaigns:
- Buying algorithm optimization
- Data quality
- Inventory quality
Case Studies – Elevator Pitches
This particular panel of the Marketing festival proved to be rather refreshing. It offered an 8 different case studies of a successfully executed online marketing campaigns. Every project was presented within the short time-frame of 5 minutes.
Maik Metzen @maikmetzen
Case Study Doodle – First Steps of an International Brand
The case study was focused on Doodle, a scheduling tool, and a project related to the internationalization of its website across 25 countries in 17 languages.
Maik mentioned the three most popular ways to manage the task:
- To use country code top-level domain for each country – which actually proved to be quite costly for this project (plus not all domains were available)
- To create a subdomain for each country
- To create a separate subfolder for each country
The last option proved to be the easiest and most quick to execute strategy and they went for it. Of course, they had to account for the language issue (US vs UK), which they again resolved using the subfolder approach (doodle.com was the US-based site and doodle.com/En_GB stood for its British version).
Maik explained that they used the hreflang tag to tell Google about the language versions of the website: it was integrated in the html head of the root domain and they double-checked the integration via GWT. All redundant content (searches, tags, pagination, categories, archives) was hidden from Google index with robot meta tags.
Eventually the site traffic increased substantially and the website was awarded search sitelinks in Google’s SERPs.
Selling mortgages on social networks
Jakub explained how with a budget of approximately 13 300 EUR he and his team managed to drastically increase the mortgage sales of their client. They had a rather unconventional idea – they allowed the users to decrease the actual amount of their mortgage rate by simply pressing a social sharing button on the given website. They have segmented and targeted the audience with FB ads.
As a result 63% of the gained leads converted, while the total approved value of mortgages amounted to 5 Million EUR.
Adam Silhan @igloonet
Facebook Retargeting Concerns and Discoveres
The major question that Adam wanted answered with his FB campaign was whether such investment will render satisfactory results and quick ROI. The results he witnessed were fascinating:
- ROAS (Return on Ads Spent) were 1,886% – when compared to FB costs
- ROAS were 1,288% – when compared to FB and agency costs together
On top of that the social impact of a FB campaign is really impressive in terms of given post likes/shares/commenting, page likes, website clicks, etc.
Jan Podzimek @JanPodzimek
Let’s Get On Board
The online campaign that Jan discussed was aimed at attracting new young insurance agents to add to the the team of their client – Generali. Their marketing strategy consisted of:
- Creating a microsite and a video
- Creating FB Ads campaign (he advised to target 20+ news feed)
- Remarketing (outreaching to pple who haven’t completed the contact form on the microsite)
The results were really satisfactory:
- 11,460 video views
- >2.5 million reach
- CPC = 0.15 EUR
- 1,541 contact forms filled in
- 50+ new employees
- ROI > 7
- Execution budget < 10,000 EUR
- Media Budget < 17,000 EUR
Of course, the newly hired employees were hardly the sole outcome of this online marketing campaign. The project created a buzz that further reminded and promoted the brand.
One of the key takeaways of this case study is the importance of re-marketing across devices: 30% of the contact forms were filled in on a mobile device!
How to outsmart the cucumber session?
Miroslav shared his experience with a cosmetic surgery client. The issue, he disclosed, with cosmetic surgery sites was that they got easily banned from SERPs due to the naturalistic before and after images they tend to post.
So the challenges that Miroslav’s team had to face while working with this particular client were:
- Old website
- Services that are out of season
- Intimate website theme
The newly drafted online marketing campaign that aimed at brand building and that they drafted included the following steps:
- Google and Seznam (the CZ search engine) display ads
- FB ads (newsfeed, mobile, right-hand column)
- Online PR
- Advanced remarketing
- The clinic was 100% booked – the campaign had to be stopped prior to its planned final date due to increased high demand.
- The new visits associated with the advertising campaign amounted to 15,000.
- The banner ads reached 3 million people (FB and Google Adwords).
- Total audience reach – 150,000.
- 50% growth of conversions.
Jan Kalianko @eshopkonzultant
Call-To-Action Stripes on SVETBOT.cz
Jan discussed the importance of adding a call-to-action in on-site product listings. He quoted interesting survey insights according to which customers who use a product filter usually have +13.8% higher conversion rate compared to those who are not presented with the opportunity to filter product results.
Thus Jan’s team decided to increase the number of existing product search filters. Furthermore the most popular filters (price, size, color) were included in a strip that was positioned on top of the website . After conducting some A/B testing to compare the original version to the new solution the results were:
- Off-season: with the new solution the filters were used 31.93% more frequently.
- In season: with the new solution the filters were used 5.08% more frequently.
The off-season higher usage of the top filter strip was associated with the limited product diversity in terms of sizes/colors, etc. Thus Jan’s team decided to show this strip only in off-season periods (clearances and sales).
To further boost conversions Jan tested an interesting idea to motivate site visitors to add products to their online cart. Again an A/B testing of four available options revealed which was the best solution for the given website/niche.
Vlado Cintula @Vlado_Cintula
150 000 display and text ads generated exactly to the site of each user
Vlado discussed a pretty interesting topic: promotion of a Comic Con event. And while his team’s initial goal was to reach >100% ROI, in the end they were able to raise the bar to 300% ROI. But you’d wonder how did they planned and accounted for 150,000 display and text ads?
The true challenge was to personalize all those ads to the specific targeted customer preferences and to maximize the coverage of the relevant audience. For the purpose they used Google API. Via Google AdWords they rendered 45,760 display ads, 104,303 text ads, targeting 61,941 kws.
Tomáš Bukovský @tomasbukovsky
Create unique functions, even if it is not easy
Tomáš presented the challenges of his client’s business (an online store for building materials):
- High bounce rate at delivery page (20%)
- Big orders are negotiated via phone not ordered online
- High % of canceled orders
- Clients bargain over delivery cost
Tomáš realized that the drawback in their client’s service was the delivery cost calculation, justification and explanation before the potential clients.
First he and his team had to summarize all the variables in the delivery cost formula and thus account for things like product size, weight, cheapest shipper, which warehouse the goods will be picked from, etc. This hard work took them about 150 working hours, but the results were worthy:
- The bounce rate fall to only 9%
- The orders made via phone decreased
- Big orders made via the online form already were not a rare thing.
- There were 0 mistakes made when calculating delivery costs.
As a conclusion Tomáš urges to take time to upgrade your website because the special features do matter and customers will see those as a real competitive advantage.
Analysis of market opportunities and identification of web influencers
A truly well-delivered presentation by Filip Podstavec from GetFound gave a great overview, methodology and the tools required to do a top notch Link building research before moving on to the outreach.
Filip urged the audience to communicate not with the websites but with the people behind them. What does this mean? When you do you research don’t just concentrate on the website which you want your link to go in but also find out more about the people who stand behind the website. Use that information in your outreach, be personal.
Filip went forward with providing a great set of tools developed by GetFound which you can find in his presentation. Here’s what information you will be able to discover and extract using these tools: Owner-related (Name, email, social profiles, other websites, gender, interests, job, age, address), Website-related (contact, number of visits, backlink profile, target groups, website type, social signals, topic). You can also find a list of all tools in Filip’s tutorial page, where naturally you will find a tutorial as well.
Tag Management Solutions – Best Data. Ever.
Simo Ahava – an independent developer, presented tag management solutions. Many of you might not be familiar with ‘Tag management’. So what is it?
- Consolitation of marketing-related web development
- A common terminology for all working with data
- Fertile ground for agile growth in data organization
Simo emphasized on the importance of using a Data Layer in order to declutter all marketing platform communication code on you website and have a central place which controls it. What is the Data Layer?
- A structured repository for all marketing data
- Dynamic and flexible
- Platform- and vendor-independent
A few words about doing ecommerce with TMS:
- Using the data layer
- By observing and respecting structural requirements
- With the developer and marketer working together
Some of the useful tools in the context of TMS:
- Google Tag Assistant
- GA Debugger
- GTM Sonar
- GTM Preview
Storytelling by Numbers
Using numbers/charts and visual representations of numeric data are powerful presentation methods, especially for the C-level. Marketers need to perfect storytelling in order to excel. To do that successfully Mike shared a few programming tools with the MF crowd.
What is an API? Application Programming Interface (basically a fancy way of connecting programs and data). Even though, working with APIs can be tedious work, there are tools out there that can make your life much easier. Postman is a Chrome extension which offers a great way for testing APIs.
MS Excel is a commonly used multipurpose tool. Wouldn’t it be nice if you could use it for SEO too? Well you can! There are a number of free extensions which will help you with that: SEOGadget, SEOTools, Outfox, etc.
However, even having all these great ready to use platforms and plugins is really handy, they still can’t replace the flexibility of programming.
Mike also shared with us an extremely useful set of APIs:
- Authority labs
- Youtube Analytics