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Keyword Competition Analysis for HR Software in the Restaurant Industry

December 10, 2021 by danma Leave a Comment

Keywords:

  • Restaurant HR system
  • QSR payroll
  • HR technology for restaurants

This project has given us insight to competitors within the restaurant industry. Restaurant365 is probably the biggest competitor. Paycor is also making ranking in the SERPs. Should we pursue this space we now have PPC & Organic examples to improve on.

Insights
  • We identified new competitors that can give us a roadmap to pursue this space for PPC & Organic campaigns.
  • The hypothesis for creating industry specific pages have been emboldened.
  • The hypothesis for creating case studies have been emboldened.

Restaurant HR System

Ads

Hibob

  • These guys seem different. See about page.
  • They don’t use an xml sitemap.
  • They have a lot of case studies.
  • They use Guides for content marketing.
  • A peek into their PPC campaign: https://www.ispionage.com/research/US/hibob.com

Restaurant365

  • Pretty good landing page
  • They definitely brand themselves to the restaurant industry
  • Good looking videos
  • They also have a lot of case studies
  • They have a guides in their resource section
  • They have a handful of Calculators for the restaurant industry
  • Products:
    • Restaurant Accounting
    • Inventory Management
    • Labor & Scheduling
    • Payroll & HR
    • Reporting
    • Mobile App
    • Capital
  • A peek into their PPC campaign: https://www.ispionage.com/research/US/restaurant365.com
    • https://www.spyfu.com/overview/domain?query=https%3A%2F%2Fwww.restaurant365.com%2F

Gusto

  • The landing page is less than thrilling
  • I find this Switching to Gusto page interesting
  • I doesn’t seem to be industry specific

Software Advice

  • Decent landing page
  • Lead generator | Payroll category
  • PPC campaign: https://www.ispionage.com/research/US/softwareadvice.com

Organic

1st SERP: Select Software Reviews

  • Daily blogs. Pretty impressive.

2nd SERP: Paycor

  • Business competitor
  • Another indicator that we should have a break out on industry

3rd SERP: Matchr

  • We could create something similar
  • Lead generator?

4th SERP: APS Payroll

  • Business competitor
  • Another indicator that we should have a break out on industry

5th SERP: Software Advice

  • The 4th paid ad for this search

6th SERP: Synergy Suite

  • Business competitor
  • The URL does not have “restaurant” in it, but the copy does. Perhaps this is the lowest bar, all that may be needed is to get indexed with links pointed to it (both internal & external).

10th SERP: Epay Systems

  • Business competitor

Restaurant QSR Payroll

Quick service restaurant (also fast food restaurant), is a specific type of restaurant that serves fast food cuisine and has minimal table service. The SERP doesn’t look like high competition. It did not have ads and the bottom results didn’t look like quality pages.

Organic

1st SERP: National Finance Center U.S. DEPARTMENT OF AGRICULTURE

  • This page is for “Quick Service Request”. The page does not contain “restaurant” in it, but it does have “payroll”.

2nd SERP: QSR Online

  • Business competitor
  • This is a product page for Accounting & Payroll Automation
  • Company is in Texas
  • Solutions:
    • LABOR SCHEDULING
    • INVENTORY & FOOD COST MANAGEMENT
    • ENTERPRISE REPORTING
    • ACCOUNTING & PAYROLL AUTOMATION

3rd SERP: Book Keeping Express

  • Blog article: 5 Things You Need to Know About New Employees and QSR Payroll

4th SERP: QSR Magazine

  • Online magazine: Here’s Why You Should Integrate Your Payroll Management System

5th SERP: QSR Web

  • Looks to be an information site: About Us

6th SERP: MIZE CPAs

  • Business competitor

7th SERP: Mitra QSR

  • The page looks like it lost the CSS file. I think the website is either busted or in the process of being built.

8th SERP: Smart Recruiters

  • Looks like a semi-busted job posting

HR technology for restaurants

Looks to have PPC competition and very low business competition for organic.

Ads

Restaurant365

  • Looks like the same landing page from “Restaurant HR System”

Software Advice

  • Looks like the same landing page from “Restaurant HR System”

Capterra

  • They do product reviews for software

Organic

1st SERP: Access Corp

  • A blog post from a data storage company

2nd SERP: Foodable TV

  • A blog post from a media company: HR Technology Impacting Restaurants Over The Next Five Years

3rd SERP: Small Business

  • It looks like an information outlet for content marketing.
  • There is a Google Ad space with Paycor on the top of the page.

4th SERP: syncHR

  • Business competitor
  • They have a long list for there Service/products

5th SERP: Matchr

  • Same page from “Restaurant HR System” search
  • If we wanted to compete in both search spaces, we could follow this example.

6th SERP: Paycor

  • Same page from “Restaurant HR System” search
  • If we wanted to compete in both search spaces, we could follow this example.

7th SERP: peopleHum

  • Business competitor ranking with a blog post
  • https://www.peoplehum.com/pricing

8th SERP: Back of House

  • A SaaS business for the restaurant industry.
  • https://backofhouse.io/solutions

9th SERP: Net at Work

  • Using HR Technology to Competitively Attract, Retain, and Engage Talent in the Restaurant Industry
  • Unsure if they are in the HR space:

10th SERP: Paul Barron Network

  • YouTube: HR Technology Impacting Restaurants | The Barron Report Podcast
  • In this episode of The Barron Report, host Paul Barron chats with Keith Ryu, the chief executive officer of hiring platform Fountain. Based in San Francisco, Fountain specializes in hourly workers, annually processing nearly one million applicants and 130,000 monthly hires. Recently featured on Forbes 30 under 30, Ryu co-founded the Series A-backed Fountain in 2014. With shifting workforce demographics, automation, and a growing gig economy, operators with an eye on the future need to invest in and leverage human resource technology to ensure steady growth.

Filed Under: SEO & SMO

Chatbots: A Competitive Analysis for the HR Industry

December 2, 2021 by danma 1 Comment

I present a chatbot analysis for the following companies:

  • ADP
  • Paychex
  • Paycor

Best chatbot name

  1. Paychex Bot
  2. ADP Chatbot
  3. Cora

Paychex Bot is the winner, but not by a lot. The second runner up is ADP Chatbot. Paycor’s Cora came in last even though it is a much better sounding name. “Paychex” & “ADP” are not great names to me, but using “bot” in the name helps the user know that they will not be interacting with a human. Sometimes people need help with something, but don’t want to be bothered by a pushy sales person, and we shouldn’t forget that not all users are tech-savvy. Perhaps Paycor’s chatbot name would be better named: Cora the Chatbot.

Best opening line

  1. Cora: Hi there! This is Cora, the Paycor chat bot, here to help you today. Are you ready to learn how Paycor’s sales experts can help you?
  2. ADP Chabot: Hi, what brings you here today?
  3. Paychex Bot: Hello (unknown emoji) Want to know more about our HR, Payroll & Benefits solutions? I can help.

Paycor’s Cora has a very friendly tone which is also succinct with a sales directive that isn’t pushy sounding. ADP falls a little flat with a sterile tone. Paychex Bot strikes two issues with me:

  • the confusing emoji
  • the pushy sales man approach

Most Helpful

  1. Cora: There are a lot of options to talk to a rep that isn’t pushy. It helps you find information if you are doing research.
  2. Paychex Bot: It does a good job at sales direction, but it is too pushy and obviously focused on setting up a schedule with a sales rep.
  3. ADP Chatbot: It feels like ADP did the least amount of development with their bot. It gets the job done, with exception to a memorable experience.

Best Conversational Tone

  • Cora: Very good manners. The orange color palette gives a nice and friendly feel. Uses a lot of “!” and words like “fantastic”, “wonderful”, and “awesome”.
  • Paychex: Also has good manners, but its pushy sales approach makes it seem inauthentic and lowers the trust–not a great way to start a relationship.
  • ADP: Once more, with feeling…

Notes

ADP

  • Opens with 3 options: Quote or demo, Support, Just browsing
  • The options should align to a human-like conversation
  • Will ask for: Name & Company email
  • ADP Chatbot is a transparent name

Paychex

  • Opens with 4 options: Solutions, Just browsing, Customer support, Business assistance
  • Will ask for: Email, Company size, Company name, Phone number
  • Conversations could be shorter
  • The info ask seems to be out of order…should ask for your name first.
  • If you answer just browsing, it will ask you what you are browsing for, which will inevitably direct you to talking to a rep.
  • Paychex Bot is a good name. It is transparent about the nature of the app, and a lot of people aren’t ready to be bothered by a sales rep.

Paycor

  • Cora is not a great name for the bot, because not everyone will understand that this is a chatbot. Even though welcome script denotes that it is a bot, the user may not want help from a pushy sales rep.
  • Opening options: I’m ready to chat about solutions, I’m doing research, I’m browsing.
  • I think the scripting to be improved, but the conversational flow is decent.

Filed Under: Marketing

Digital Marketing Strategy

October 12, 2021 by danma 1 Comment

What is the buying funnel?

Map the Customer Journey

Awareness

The potential customer knows they have a need or a problem and is actively seeking out answers.

  • SEO
  • PPC
  • Affiliate Marketing
  • Content Marketing
  • Social Media Marketing

Consideration

The potential customer is comparing your product or service to other solutions on the market.

Engagement

This segmentation within Consideration ensures that each touch point rewards the customer by delivering experiences that are recognized as being valuable by the customer.

  • Content Marketing
  • Social Media Marketing
  • Email Marketing

Subscription

This segmentation within Consideration is in between Engagement and Conversion. Also know as a mini-conversion.

  • PPC
  • Content Marketing
  • Email Marketing

Purchase

Conversion

You can create offers / deals, free trial, and upgrades to increase conversions.

  • SEO
  • PPC
  • Content Marketing
  • Email Marketing

Excitement

This segment within purchase helps lead to retention and loyalty, creates excitement in your purchase / brand, and enforces the customer’s purchase decision.

  • Content Marketing
  • Email Marketing

Ascension

Increases loyalty through cross & upselling.

  • PPC
  • Content Marketing
  • Email Marketing

Retention

Advocacy

This stage in the customer journey draws insight from the voice of the customer and turns them into actions that can solve problems for your customers and improve their experiences.

  • SEO
  • Content Marketing
  • Social Media Marketing
  • Email Marketing

Create Target Customer Personas

Marketing Research

  • Define the problem
  • Design the research
  • Collect relevant data
  • Analyze data
  • Report findings

Market Segmentation

  • Demographic
  • Geographic
  • Psychographic
  • Behavioral

Targeting

  • Market
  • Audience
  • Persona

Identify Goals, Objectives, & KPIs

  • Vision
  • Goal
  • Objective: SMART objectives
  • Key Performance Indicators (KPIs): SMART metrics

Evaluate & Audit Existing Digital Channels & Assets

  • Website/SEO
  • Content marketing
  • Digital/PPC advertising
  • Social media marketing
  • Email marketing
  • Affiliate/Influencer marketing

Create Content Plans & Action Steps for Owned, Earned, & Paid Media

Filed Under: Marketing, Work Show Case

Psychographics & the 5-Factor Model of Personality

September 21, 2021 by danma Leave a Comment

Demographics from Google Analytics

The demographics from GA show that females in the top 3 age ranges all share the same interest. One hypothesis is that the data is captured from work-related searches VS non-work browsing (probably done on mobile devices). What from this demographic can we answer for?

  • Personalities: can be derived from 5-Factor Model of personality traits:
    • extraversion (outgoing/energetic vs. solitary/reserved)
    • agreeableness (friendly/compassionate vs. critical/rational)
    • openness to experience (inventive/curious vs. consistent/cautious)
    • conscientiousness (efficient/organized vs. extravagant/careless)
    • neuroticism (sensitive/nervous vs. resilient/confident)
  • Lifestyles: According to the Princeton Review, travel agents are focused on how to get the best value out of their clients travel budgets.
    • They are largely a salesperson
    • There is no margin for error for their work
    • They spend most of their time at their desk in front of a computer, they work more than 40 hours a week in a variety of shifts
    • Their work is very repetitive and tedious, which is cited as the biggest downside to the profession
    • They love to travel
  • Interests (work-related):
    • Hotels & Accommodations
    • Air Travel
    • Cruises & Charters
    • Travel Agencies & Services
    • Celebrities & Entertainment News
    • Beaches & Islands
    • Residential Sales
    • News/Weather
  • Opinions, attitudes, and beliefs: Survey questions about politics & religion will help fill this knowledge gap.
  • Values: Using value-language (listed below) in the survey questions will help fill this knowledge gap:
    • vanity
    • money
    • power
    • fame
    • perfection
    • knowledge
    • experience
    • uniqueness
    • relationships
    • control

Questions for Surveys

Barrier questions:
  • Login Issues?
  • Pricing / Booking Issues?.
  • Payment Issues?
Demographic alignment questions:
  • Please select your gender:
    • Female
    • Male
    • Do not wish to answer
  • Please select which age range you fall into:
    • 18 – 24
    • 25 – 34
    • 35 – 44
    • 45 – 54
    • 55 – 64
    • 65+
  • How long have you been a Travel Agent?
    • 1 year
    • 2 – 3 years
    • 5 – 10 years
    • 20+ years
Extraversion for disagree/agree questions:
  • I make friends easily and have new experiences. (Values: Experiences)
  • I talk to a lot of different people at social events.
  • I can be hard to get to know.
Agreeableness for disagree/agree questions:
  • I believe in faith and that life provides what I need. (Opinions, attitudes, and beliefs: Religion)
  • I am easy to satisfy as long as it doesn’t hurt the bottom line. (Values: Money)
  • I accept people as they are, because I value trust and good communication. (Values: Relationships)
Openness to Experience for disagree/agree questions:
  • I get excited by new ideas and experiences. (Values: Experiences)
  • I tend to vote for conservative political candidates. (Opinions, attitudes, and beliefs: Politics)
  • I believe in a higher power in my life. (Opinions, attitudes, and beliefs: Religion)
Conscientiousness for disagree/agree questions:
  • I pay attention to details especially in my social relationships. (Values: Relationships)
  • I do a lot of research, make plans, and stick to them. (Values: Knowledge)
  • I get chores done right away.
Neuroticism for disagree/agree questions:
  • I am relaxed most of the time.
  • I am not easily frustrated.
  • I remain calm under pressure.

Notes

Gender: Female | Age: 45 – 54 | Users: 16,843

The top demographic data for the Book environment since 2019 reveals a persona type for a 45 – 54 year old female living in California. How ever the interest is fairly similar as one would expect for this age/gender demographic.

  • Region:
    • California:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 590
        • Travel & Transportation/Transportation/Air Travel: 538
        • Travel & Transportation/Transportation/Cruises & Charters: 366
        • Travel & Transportation/Travel Agencies & Services: 305
        • Arts & Entertainment/Celebrities & Entertainment News: 247
        • Travel & Transportation/Tourist Destinations/Beaches & Islands: 216
        • Real Estate/Real Estate Listings/Residential Sales: 167
    • Texas:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 380
        • Travel & Transportation/Transportation/Air Travel: 310
        • Arts & Entertainment/Celebrities & Entertainment News: 239
        • Travel & Transportation/Transportation/Cruises & Charters: 219
        • Travel & Transportation/Travel Agencies & Services: 185
        • Travel & Transportation/Tourist Destinations/Beaches & Islands: 167
        • Food & Drink/Cooking & Recipes: 135
        • News/Weather: 133
        • Real Estate/Real Estate Listings/Residential Sales: 125
    • Florida:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 322
        • Travel & Transportation/Transportation/Air Travel: 291
        • Travel & Transportation/Transportation/Cruises & Charters: 247
        • Travel & Transportation/Travel Agencies & Services: 186
        • Arts & Entertainment/Celebrities & Entertainment News: 175

Gender: Female | Age: 55 – 64 | Users: 16,149

The both age ranges (45 – 54 & 55 – 64) share the same type of interest.

  • Region:
    • California:
      • Interest:
        • Travel & Transportation/Transportation/Air Travel: 713
        • Travel & Transportation/Hotels & Accommodations: 706
        • Travel & Transportation/Transportation/Cruises & Charters: 516
        • Arts & Entertainment/Celebrities & Entertainment News: 354
        • Travel & Transportation/Travel Agencies & Services: 336
        • Travel & Transportation/Tourist Destinations/Beaches & Islands: 257
    • Florida:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 338
        • Travel & Transportation/Transportation/Air Travel: 311
        • Arts & Entertainment/Celebrities & Entertainment News: 203
        • Food & Drink/Cooking & Recipes: 141
        • News/Weather: 124
    • Texas
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 329
        • Travel & Transportation/Transportation/Air Travel: 313
        • Travel & Transportation/Transportation/Cruises & Charters: 274
        • Arts & Entertainment/Celebrities & Entertainment News: 239
        • Travel & Transportation/Transportation/Cruises & Charters: 216

Gender: Female | Age: 25 – 34 | Users: 15,613

  • Region:
    • California:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 496
        • Travel & Transportation/Transportation/Air Travel: 455
        • Travel & Transportation/Tourist Destinations/Beaches & Islands: 253
        • Travel & Transportation/Travel Agencies & Services: 241
        • Travel & Transportation/Transportation/Cruises & Charters: 216
        • Arts & Entertainment/Celebrities & Entertainment News: 175
        • News/Weather: 144
        • Real Estate/Real Estate Listings/Residential Sales: 142
    • Texas:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 311
        • Travel & Transportation/Transportation/Air Travel: 257
        • Travel & Transportation/Tourist Destinations/Beaches & Islands: 158
        • Travel & Transportation/Travel Agencies & Services: 153
        • Arts & Entertainment/Celebrities & Entertainment News: 141
        • Travel & Transportation/Transportation/Cruises & Charters: 113
    • Florida:
      • Interest:
        • Travel & Transportation/Hotels & Accommodations: 243
        • Travel & Transportation/Transportation/Air Travel: 197
        • Travel & Transportation/Travel Agencies & Services: 128
        • Travel & Transportation/Transportation/Cruises & Charters: 111
        • Arts & Entertainment/Celebrities & Entertainment News: 103
        • Travel & Transportation/Tourist Destinations/Beaches & Islands: 94

Filed Under: Web Usability, Work Show Case

Hotjar Customer Feedback Application

September 17, 2021 by danma 1 Comment

Hotjar markets their feedback application as a tool to improve Conversion Rate Optimization (CRO). Hotjar supports CRO through what they call drivers, barriers, and hooks.

  • Drivers: What drives users to the website?
  • Barriers: What kind of barriers do users encounter that make them leave and/or not convert?
  • Hooks: What benefits and/or experiences persuade users to convert?

Hotjar has 11 examples in how their customer feedback application drives CRO. I took relevant information and highlight them below.

Understanding Drivers

Why are you looking for [name] today?

Hotjar suggests using psychographic data in order to learn “what drives customers to your website”. Psychographics & Personas are marketing concepts that I learned last year when I had Kroger pay for my Marketing Certifications. Psychographics is a method used to describe human traits and has been around since WW1. As a method, psychographics is applied to a lot of studies (personality, values, opinions, attitudes, interests, and lifestyles). Psychographic profiles or “Personas” are created to conceptualize fictional characters, who is based off data and research to represent user types. By using Hotjar’s Customer Feedback, we can construct feedback questions to better understand our customers and their “customer journey” as an entry point. This data will support the marketing team.

Understanding Barriers

What, if anything, is stopping you from [action] today?

Hotjar recognizes that understanding what stops your customers from converting is highly important. By constructing open-ended questions we can determine how much effort a customer has to exert along their “customer journey”. Removing barriers will improve the user experience and Customer Effort Score (CES).

Customer Effort Score

Understanding Hooks

What persuaded you to signup today?

This area is in contrast to barriers. Understanding why customers take action is an important aspect of the “customer journey”. Effective hooks will help increase conversion rates. This kind of data will support the business end.

Filed Under: Web Usability, Work Show Case

UX UI Testing Methods

July 20, 2021 by danma Leave a Comment

Why?

We want to support decisions with data and insights to continually improve user experience, which will increase revenue and save money by preventing costly development errors. Here is a list of other benefits a data-driven culture supports:

  • Organized collaboration & coordination
  • Consistency through data democratization
  • Progress tracking and transparency
  • Identify potential opportunities 
  • Identify issues & solutions
  • Solving for both the unknown & “known unknown”
  • Heatmaps & Recordings
  • Annotations

How?

  1. Data Analytics & Heat Mapping
  2. User Survey
  3. User Testing
  4. A/B Testing

What?

Data Analytics & Heat Mapping

Analytics is good at collecting large samples of data to help identify issues and help form hypotheses to test and solve. Heat maps further improve data analytics with a visual representation of how they are interacting with web pages. Analytics helps with quantitative data.

User Survey

Data analytics & heat mapping are extremely powerful tools, but they do not fill in all the knowledge gaps. Since users are still human and not yet androids, we use User Testing to solve for a more complete understanding of the user experience through live testing and psychological approaches. User Testing helps with qualitative insights, something that analytics does not provide. Analytics can provide “how” & “what” users are doing. User Testing can provide the “why” from the “how” & “what”. Experiencing the user-experience also helps with the following:

Advantages:

  • Easy to implement
  • Cost-effective
  • A variety of ways to administer (online, email, etc.)
  • Can cover a large sample
  • Can be standardized

Disadvantages:

  • This type of data can run the risk of containing certain types of errors
  • Surveyors may not feel empowered to provide answers with the best insight.
  • Surveyors may not fully understand the question, or the question is unclear.
  • Questions on the survey may give non-responses. The number of those who do choose to respond may be different than those who don’t, which can create a bias.

User Testing

Data analytics & heat mapping are extremely powerful tools, but they do not fill in all the knowledge gaps. Since users are still human and not yet androids, we use User Testing to solve for a more complete understanding of the user experience through live testing and psychological approaches. User Testing helps with qualitative insights, where analytics and A/B Testing does not provide. Analytics can provide “how” & “what” users are doing. User Testing can provide the “why” from the “how” & “what”. Experiencing the user-experience also helps with the following:

  • Identify issues with complex flows that analytic analysis fails at
  • Find out the “why” from quantitative data.
  • Complement and illuminate other data points
  • Ensure that the product meets expectations
  • Validate the prototype
  • Develop empathy and break down the “tunnel vision” effect

A/B Testing

A/B Testing is a powerful tool to optimize the user-experience. Using a hypothesis we use a controlled test (test A) and an altered test (test B). Test B is the implementation of a hypothesis that will test the impact of that change to Test A. A/B Testing on its own is quantitative in nature, but when paired with User Testing you also get qualitative insights that help give the “why” to the results shown through A/B Testing.

Filed Under: Web Usability, Work Show Case

Anthropolicy Consulting

June 13, 2021 by danma Leave a Comment

The Process

  1. Content
    1. Competition
      1. Pages
        1. Text Information
        2. Media Assets
  2. Design
  3. Refine

Filed Under: Web design, WordPress

Content Marketing for the PPE Industry

August 24, 2020 by danma Leave a Comment

Content Marketing is generally an investment in time. Looking at all the benefits that Content Marketing has to offer it is worth the investment if done correctly.

Education: Your sales force should know what they are selling and your customers will want to know what they are buying.
Trust factor: Being an industry leader brings a lot of trust.
The Buying Funnel: Reaching your consumers on their buying cycles is a thing–communicate effectively.
Recycle Content through Email Campaigns.
SEO: The breathed & Depth of your online knowledge in your industry brings more organic traffic.
What is the buying funnel?
The Buying Funnel

Articles I wrote for Spirit Sanitizer:

  1. How to Protect Your Hearing
  2. Choosing Disposable Food Handling Gloves
  3. Different Types of Disposables Gloves & Their Grades
  4. How to Spot a Counterfeit N95 Mask
  5. The Shortage of PPE Disposable Gloves in the World
  6. The Use of HOCl For COVID-19 PPE
  7. The Shortage of PPE Disinfectant Wipes in the World
  8. The Rise of Toxic Hand Sanitizers

Rise in Organic Traffic in August Correlates with Content Marketing

Filed Under: Marketing, Work Show Case Tagged With: Spirit Sanitizer

Organic Search for Spirit Sanitizer

August 5, 2020 by danma 4 Comments

Prior to working at Spirit Sanitizer in June, their organic traffic was at zero. Now it is showing some visibility.

The dips in the graph are usually on a Sunday. The top ten keywords are not very specific and the relevance is very refined. If we wanted to see better results we would have to start a content marketing campaign, but I don’t believe the company is ready for that.

Update: 8/10

Google Trends

Google search on HOCI. Top results:

  1. Hypochlorous acid – Wikipedia
  2. Hypochlorous Acid: A Review – NCBI
  3. The science of chlorine-based disinfectant
  4. hypochlorous acid – Amazon.com

Filed Under: SEO & SMO Tagged With: Spirit Sanitizer

Amazon PPC Sponsored Products

August 4, 2020 by danma 4 Comments

I am exploring Amazon’s “cost per click” (PPC) advertising. This test will be running for a week (8/4 – 8/11). The Budget is $10 daily. Campaign targeting is on Automatic targeting. Below is the Campaign bidding strategy options:

  • Dynamic bids – down only: We’ll lower your bids in real time when your ad may be less likely to convert to a sale. Any campaigns created before January 2019 used this setting.
  • Dynamic bids – up and down: We’ll raise your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert to a sale.
  • Fixed bids: We’ll use your exact bid and any manual adjustments you set, and won’t change your bids based on likelihood of a sale.

Adjust bids by placement (replaces Bid+): In addition to your bidding strategy, you can increase bids by up to 900%.

  • Top of search (first page): Example: A $1.00 bid will remain $1.00 for this placement.
  • Product pages: Example: A $1.00 bid will remain $1.00 for this placement.

1st Test: Keyword Research

  • Campaign name: 8 Ounce Spray 8/4 – 8/11
  • Schedule: 8/4 – 8/11
  • Campaign targeting: Automatic targeting
  • Campaign bidding strategy: Dynamic bids – down only
  • Adjust bids by placement: No selections

2nd Test:

  • Campaign name: 8 Ounce Spray 8/11 – 8/18
  • Schedule: 8/11 – 8/18
  • Campaign targeting: Manual targeting: Broad
  • Campaign bidding strategy: Dynamic bids – up and down
  • Adjust bids by placement: 100% Top of search (first page).

3rd Test

  • Campaign name: 8 Ounce Spray 8/18 – 8/25
  • Schedule: 8/18 – 8/25
  • Campaign targeting: Manual targeting: Broad & Exact
  • Campaign bidding strategy: Dynamic bids – up and down
  • Adjust bids by placement: 100% Top of search (first page).

4th Test

I created two tests this time:

  1. a test for high CPC’s (hand sanitizer & liquid hand sanitizer) with a Dynamic bids – down only and no Adjust bids.
  2. an auto targeting campaign for Dynamic bids – up and down and no Adjust bids.
  • Campaign name:
    • 8oz 8/25 – 9/1 (high CPC)
    • 8oz 8/25 – 9/1 (auto targeting)
  • Schedule: 8/25 – 9/1
  • Campaign targeting:
    • Manual targeting: Broad, Phrase, & Exact
    • Automatic targeting
  • Campaign bidding strategy:
    • Dynamic bids – down only
    • Dynamic bids – up and down
  • Adjust bids by placement:
    • no preference.
    • no preference.

5th Test

Data says that Mondays & Thursdays have significantly more orders than the other days. This sample is segmented for high-rolling Friday & Monday with a limited budget for the rest of the week. Gloves are another story.

  • Campaign name:
    1. 8oz 9/3 (high CPC): $30
    2. 8oz 9/7 (high CPC): $30
    3. 8oz Spray 9/1 – 9/2 (morning): $10
    4. 8oz Spray 9/4 – 9/6 (morning): $10
    5. Vinyl Gloves 8/30 – 9/5 (keyword discovery): $10
    6. Nitrile Gloves 8/30 – 9/5 (keyword discovery): $10
  • Schedule: segmented
  • Campaign targeting:
    1. Manual targeting: Broad & Exact
    2. Manual targeting: Broad & Exact
    3. Manual targeting: Broad & Exact
    4. Manual targeting: Broad & Exact
    5. Automatic targeting
    6. Automatic targeting
  • Campaign bidding strategy:
    1. Dynamic bids – up and down
    2. Dynamic bids – up and down
    3. Dynamic bids – up and down
    4. Dynamic bids – up and down
    5. Dynamic bids – up and down
    6. Dynamic bids – up and down
  • Adjust bids by placement:
    1. Top of search (first page): 100%
    2. Top of search (first page): 100%
    3. Top of search (first page): 100%
    4. Top of search (first page): 100%
    5. Top of search (first page): 100%
    6. Top of search (first page): 100%

6th Test

This test spans 9/7 (Monday) – 9/13 (Sunday). I will reuse the best out of the two, and rename to: 8oz Spray: $10.

  1. Campaign:8oz Spray 9/1 to 9/2 (morning): $10
  2. Campaign:8oz Spray 9/4 to 9/7 (morning): $10

I anticipate that this test will be successful. If my prediction is correct, I will reuse it for Mondays & Thursdays.

  1. Campaign:8oz 9/3 (high CPC): $30

Discovery

  • The “High CPC” ($30) campaign did not last the morning and only netted one order.
    • I am thinking about placing this ad on a Monday, Tuesday, or Wednesday to check the competition on those days.
      • I could change the Top of search (first page) setting to 50% for next Thursday.
  • I think it would be productive to try reusing past successful campaigns and turning them on when I leave the office, and turn them off in the morning.
    • Currently I am looking at these two for the 8oz spray:
      • High CPC: $30
      • 2nd Test: $10
  • Campaign Key

The Key:

  • wu mei pai:
    • vinyl all sizes
  • wing chun:
    • all liquid hand sanitizer
    • Works well for Product Pages to open up the catalog
  • jkd:
    • 8oz
    • high CPCs
  • iron shirt:
    • nitrile all sizes

Days:

  • Gloves:
    • Mondays
    • Tuesday
    • Thursdays
    • Fridays
  • Liquid Hand Sanitizer:
    • Monday
    • Tuesday
    • Thursday

Filed Under: Marketing Tagged With: PPC, Spirit Sanitizer

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