Sep 3, 2022 1544 reads

Are Your Remarketing Spendings As Effective As They Seem?

In digital marketing, especially in e-commerce brands, remarketing is carried out to accelerate the purchase (conversion) journey of users and to finalize their unfinished purchases.For remarketing, in addition to classic advertising platforms such as Facebook and Google, third-party platforms, which we will focus on in this article, are also primary tools.So how these third-party platforms work and how are they evaluated?Third-party platforms target users who have interacted with your site before and show them the products they viewed/added to their cart or the creatives preferred by the advertisers (campaign banners, etc.) in their contracted inventory (news sites, dictionaries, etc.). Thus, it aims to remind users of brands and products in various inventories and to complete the purchase journey of users.While evaluating these platforms, the ROAS (Return On Ad Spend) metric is primarily evaluated by using the last non-direct attribution model, usually through measurement tools such as Google Analytics, although it varies depending on preference.So what are these attribution models? Attribution models are methods that assign a share to each step that users interact with the site in their purchasing journey, according to its importance in purchasing, and thus enable us to evaluate the performance of interaction steps (channel, source, medium, campaign, etc.).The most used attribution models: In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale. In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting. In the Last Google Ads Click attribution model, the last Google Ads click would receive 100% of the credit for the sale. In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale. In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale. In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. In the Position Based attribution model, the credits of the interactions are allocated depending on the positions. For example, X% credit is given to the first and last interactions, while (100-2X)% credit is distributed to the middle interactions. ”(1) Among these attribution models, the model we will focus the most in this case will be the Last Non-Direct Click attribution model, which is also used by Google Analytics and the most used measurement tool in the world.We explained what remarketing is, how and with which tools remarketing is done, how the performances of third parties are evaluated and what are these attribution models. To summarize, one of our most important weapons in the purchase journey of users is remarketing, and we can do remarketing in many ways, we consider ROAS as the determining basis and we measure our results with Google Analytics. Google Analytics, on the other hand, uses the Last Non-Direct click attribution model, which does not consider direct traffic.Let's talk about why we are explaining these. We have examined two third party platforms, which are the most widely used in Europe and whose names you can recall by now. Based on all this information, you can be sure that the results will change your view of these advertising platforms.First, let's see if the conversions attributed to these two platforms are actually last click or are they written to these platforms because of the attribution model used, although the last interaction is a direct channel. We can use the "Direct Session" dimension in Google Analytics to look at this. This dimension tells us whether a sale came from direct or actually came from that channel's last click.When we examine the Direct Session breakdowns of these third parties, the result we see is extremely interesting.As can be e in the table, the rate of direct last click sales is 39% in Third Party B, while it is 19% in Third Party A.This means, for Third-Party A only 1 out of 5 purchases actually came directly from users who last clicked on this channel, while 2 out of 5 transactions for Third-Party B are truly last clicks.So, could the results be due to the proximity of users to the buying action, but not these platforms?To answer this question, we examined similar audiences on Facebook with the same method and showed that the results were due to platforms, not the funnel.The direct last click conversion rate of remarketing targeted ads on Facebook is 63%.So, for Facebook, actually 3 out of 5 purchases are coming directly from users who last clicked on this channel, which clearly shows the difference.Let's dig deeper into this analysis and look at the conversion path reports of these sales. ​These reports help us to see the interaction steps of each conversion journey and at what stage the relevant channel is positioned in these journeys.When we examined the transformations that included Third-Party A and Third-Party B channels by considering direct traffic, we saw that the results we encountered confirmed our hypotheses in this area.Back to the results, the rate of having a direct path before the third-party path in a user's purchasing journey is 62% for Third-Party A and 67% for Third-Party B, on average.In addition, the number of direct paths from each user's third-party path is 5.15 on average for Third-Party A, while this level is 6.46 on average for Third-Party B. This result actually shows us that these platforms target users who are prone to generating direct traffic and that these results are completely misleading.Well, before answering questions such as what should we do with this information or should we stop using these platforms, we recommend that you apply this analysis to your brand before making a decision, reminding that this analysis was made for a single brand. But you are likely to get a similar result :)As AnalyticaHouse, we remain to use these platforms and interpret the data correctly, and we perform our optimizations and evaluations in the light of this information.If you think it is very painful for you to analyze information at this level, then we are here for many advanced analyzes and applications. Then again, this is a very small part of what we can do!Once again, if you are taking actions just by looking at Google Analytics and your regular reports, you do not realize what you are missing. If you would like improve your current information about Google Analytics and this kind of technical issues we can give a recommendation to have a look at our React and GA4 content which can be very beneficial about this kind of technical things that has been mentioned in this articleReferencesOverview of Attribution modeling in MCF. Retrieved from: https://support.google.com/analytics/answer/1662518?hl=en&ref_topic=3205717

Sep 3, 2022 8898 reads

2022 Trend Products: 10 Products That Are Expected To Be Trending In E-Commerce

With the introduction of the concept of pandemic into our lives recently, our shopping habits have gained a new dimension. As a result of the increasing interest in e-commerce sites, competition between vendors has also increased. This competition means different things in the apparel industry and for more niche market products. In order to have high sales and to draw a successful route in e-commerce, it is necessary to pay attention to the product group to be sold. While the trend products sold with the effect of the pandemic between 2020 and 2021 are similar, the same situation is expected for 2022.The sharp change in needs and habits has provided great growth to e-commerce sellers, while also creating an opportunity for those who want to do this business. Many store owners have moved their businesses to the virtual environment. This situation also created an opportunity for those who are just starting a new job. However, although many sellers are successful, there are also virtual stores that do not sell on the contrary. This article is about products that are both trending in 2021 and expected to trend in 2022. To list these products:1) Smart WatchesTechnological products are developing day by day and the demand for this field is increasing with this rate. While many products such as wireless chargers, headphones, speakers have taken their place in daily life, smart watches that have been popular in recent years have also taken their place among these products. According to the Google Trends report, smartwatches increased in search rates last September and took their place among the trending products on virtual shelves as the best-selling product in many marketplaces. While it is a device that can be reached by buyers with its wide price scale, it can be a product that is preferred to be sold as a product with a high sales volume.2) Robot Vacuum CleanerToday's technological developments allow automation systems to be used at home as well as for commercial use. Robot vacuums, one of the most trendy products, allow us to save time as well as reduce the use of physical power. The price disadvantage of the new development of robot vacuum cleaner technology is losing its effect with the increase in large-scale production. Due to the increase in efficiency and falling prices, it is expected that robot vacuums will enter more homes and their use will become widespread.>3) Phone CasePhone cases have become one of the new trend products with the increase in mobile phone models day by day. Regardless of the pandemic process and its difficult effects, the interest in mobile phone cases is increasing day by day. As a result of diversity, phone cases seem to be trending for a long time. It is expected to be a suitable choice for those who plan to start selling in the field of e-commerce, as the cost of the covers is low and they are open to innovation and diversity.4) Electric BicycleThe importance and awareness given to environmental sensitivity is increasing day by day. While the use of fossil fuels caused by individual vehicle use harms the natural environment, the awareness of the society has increased the demand for electric vehicles. In addition, with the effects of the pandemic, the society turned to individual transportation and transportation instead of taxi and public transportation (metro, bus, tram, train, etc.).Electric bicycles, which are increasingly used around the world, can be marketed as a product with high price-performance efficiency in the e-commerce sector, as they are both beneficial in terms of health and inexpensive in terms of cost. In particular, incentives are provided for green transportation and electric vehicles in Northwest European countries. It is expected that similar incentives will be made in Turkey in the future, both by the society and by the conjuncture. For these reasons, electric bicycles are expected to be among the trend products of 2022.5) Sports EquipmentDuring the quarantine period, the movement area was restricted due to the curfews that people were exposed to. However, many gyms ceased to operate. Therefore, during this period, many people sought ways to move at home. People started to try new ways with sports equipment and this habit was reflected in e-commerce sales. With the increase in demand for sports products, product prices have also increased. The chart below shows the search volume for the gym mat in the last year. It is a good idea to produce innovative products in order to rise in this competitive field. The water bottles, which appear with a different interpretation every day, become a suitable example for these products.6) Pet ProductsWith the increase in the time spent at home during the pandemic, it became inevitable to seek socialization opportunities at home. People sought ways to improve the quality of their time at home. Adopting a pet has become one of the best options for both sharing loneliness and having fun. Pet ownership rates, which have increased especially compared to the pre-pandemic period, are the biggest proof of this. It has become a necessity to take care of our pet friends, which reduces the stress on the lonely city people in a short time. As this awareness spreads, the demand for pet care products is increasing day by day. New trend products for pets are emerging in the fields of clothing, food and cosmetics.7) Office ProductsWith the increase in the time spent at home and the rate of remote work, an increase in orthopedic health problems is observed in the society. Also, the increase in the time individuals spend sitting, problems in the joints in the waist and neck region began to be seen. For this reason, interest in products such as office chairs, waist pillows and laptop stands has increased. The increase in household demand for lumbar pillows is also seen in the Google Trends graph below. For individuals, since health is a fundamental and integral part of their lives; A decrease is not expected in the demand for these products in the short and long term, on the contrary, it is thought that office products will maintain their place among the trend products.8) Cosmetic Products That Are Not Tested On AnimalsOne of the most important examples of the increase in consciousness and social sensitivity in our age is seen as a product that does not test on animals. According to the news of Marketing Turkey, the video named "Save Ralph", which was published recently and describes the experiment on animals, also triggered this. Many vegan/cruelty-free cosmetics brands come to the fore with the increase of awareness among people and the contribution of the applications developed in this field.Although the cosmetics industry has always attracted attention, vegan and/or cruelty-free products have been the focus of attention in recent years, and brands producing these cruelty-free products have increased their sales. Knowing as a consumer that a product does not harm another living thing encourages consumers to buy those products. For this reason, cruelty-free products are expected to be among the trend products in e-commerce.9) Organic ProductsWith the increasing importance given to health, organic products are more preferred. The increasingly poor quality of products to make them cheap is pushing people to the organic market. With the pandemic, full efficiency is expected from the products eaten and drunk. Drug-free and hormone-free foods are preferred by all age groups, regardless of price. For example, attention started to be paid to the numbers on the eggs and people's interest in fabricated eggs decreased. It seems that the demand for organic products in different food groups like this will increase.10) Home Decoration ProductsThe increase in the time spent at home, the need to change the living space began. As a result, home decoration products, which have increased recently, can be the most appropriate trend product group when starting e-commerce. With the increase in the demand for handmade products and the support for entrepreneurial people, the number of people selling in this field is increasing, and the competition is also increasing. For this reason, specially designed products always attract more attention. According to the Google Trends report, the interest in the candle category increases periodically. In order to sell in this area, both trend products should be followed and innovative ideas should be developed.In this period when e-commerce sales are increasing, you can choose the most suitable trend product group and platform, set up the website, and take your place in the marketplaces. First of all, you should decide on the area you will sell, then find the most suitable service for you.You can visit the AnalyticaHouse Blog page to find answers to your questions about digital marketing, and contact us to benefit from our e-commerce consultancy services.

Sep 3, 2022 23591 reads

10 Best Free SEO Tools You Should Check for Your Website

SEO practices increase their importance every day with the developments in search engine algorithms. Many brands work on SEO strategies to reach more users by increasing the organic clicks and visibility of their websites. The best SEO practices are the results of well-organized and successful analyses.Any optimization analysis that will be done without discovering and solving the existing problems and deficiencies on websites will be insufficient and will damage the SEO performance.Performing long-term successful SEO analyses may require some tools that can increase the efficiency and effectiveness. Of course, premium tools can be used for the analyses but they are not the only option to perform the SEO practices.For this reason, we will share the best free SEO tools and websites that you can use in your analyses.1) SmallSEOTools - Plagarism CheckerContent is one of the most important elements for SEO practices of websites because search engines check whether the content is original or not before listing and ranking the web page on the Search Engine Results Page (SERP). If the content of a page is not original and copied from different sources, it can negatively affect the organic traffic and visibility of the site and even cause search engine penalties such as SandBox.The Plagiarism Checker tool of SmallSEOTools offers its users to check whether the content is unique or not. The tool also shows the links of sources if the content is extracted from other websites. The free version of the tool can be used up to 1000 words. You can use the SmallSEOTools'Plagiarism Checker by pasting the content or directly inserting the URL.2) BrokenLinkCheck - Broken Link DetectionBroken links are the links that no longer work and they are one of the top issues that affect SEO performance negatively because search engines do not want users to have a bad user experience and waste their time with inaccessible pages that cannot open. Therefore, broken links are in the unsafe zone of SEO and can cause lower organic traffic, visibility, and ranking of websites.BrokenLinkChecker is a great online tool that detects broken links in a website for free! BrokentLinkChecker can be used after simply entering a URL in the box and clicking the "Find broken links" button. After finding out the broken links, you can fix them and work on different strategies for better SEO performance.3) GTMetrix and Pagespeed - Page Speed AnalysisAnother critical metric of search engines is page speed which is the key to a better user experience, because if users wait for a long time to only open a page, then search engines will interpret it as poor performance and classify the website accordingly.Pagespeed and GTMetrix are free SEO tools for page speed analysis that show not only page performance but also useful tips for the problems. While Pagespeed evaluates websites according to Google's criteria like FCP, LCP, and CLS, GTMetrix performs its analysis according to all search engines. Therefore, we recommend you use both tools to see different aspects and catch distinct points for better SEO practices.Also, Pagespeed and GTMetrix can be used by easily inserting a URL in the box and clicking the analyze button.4) Soovle - Keyword SuggestionAs search engines want to satisfy users' needs with original, rich, and well-written content, a well-planned keyword strategy is crucial for ranking on SERP with the most relevant search queries. In order to emphasize to search engines that the content of a website is related to the relevant search queries, the content should include both focused keywords and semantics founded with keyword analysis.Soovle is a free SEO tool that checks websites like Google, Amazon, Wikipedia, etc. to find out the most alternative keywords that you searched for. The tool dynamically compiles and lists the most relevant keywords options according to the keyword that is searched in the search box of the tool.5) SEOquake - All In One SEO ExtensionSEOquake is an SEO tool that analyzes the SERP of Google and conducts competitor analysis. The tool shares various information such as internal and external links of websites, Alexa ranking score, cache history, web archive, ranking scores of Google, keyword difficulty, etc.Additionally, the tool also has a Google Chrome Extension that makes it easy to use.After adding the Chrome extension of the tool, you will see new fields on the top part of the browser and the SERP. These new fields are the areas that will analyze every website that you visit and show the results of analyses.You can also get a summary of the analysis from the area under each website on the SERP.6) NeilPatel Free Backlink Checker - Backlink AnalysisBacklinks are the links on a website that links to another website with an anchor text, preferably. They are one of the key metrics that search engine algorithms evaluate.Another practical tool has developed by Neil Patel. With Neil Patel's Free Backlink tool, you can check the backlinks that a website has received from external websites. The free backlink tool can be used only by writing a URL and clicking the submit button. The tool indicates external backlinks that the website losses and wins from other sites over time. It also shows a maximum of 100 anchor texts of backlinks for the free version. In addition to this, the tool demonstrates the authority of domains that has outbound links as backlinks.7) Google Rich Results Test - Structured Data AnalysisGoogle has a free tool for developers that checks and illustrates the structured data markup of web pages. Google recently updated the tool and named the new version "Rich Results Test".Rich Results Test of Google can be used after inserting the URL into the search box. It will show whether the site has any structured data markup or not. You can also directly test structured data markup code whether it is appropriate or not. The analysis can take a few minutes. After completing the analysis, the page will show a detailed result for all types of invalid or missing parts as well as errors of structured data markups. 8) Lighthouse - SEO Analysis, Page Speed and VisibilityAnother free SEO tool named Lighthouse was released in collaboration with Google. The SEO tool can perform a complete SEO performance analysis, evaluate user experience, and check SEO compatibility according to essential metrics.The tool offers two different usage options that are from its web page or the Chrome extension. Either from the website of Chrome extension, you can quickly get the SEO report by clicking the generate report button.After getting the report, you can add or extract Performance, Web App, Best Practices, Accessibility, or SEO parts of the report. In the end report, you can readily analyze all the factors affecting the user experience and the performance status of your website.Also, the Lighthouse provides two different usage possibilities. You can use it by adding it as an extension to the Chrome web browser, or you can analyze it by visiting the website directly.9) Google Keyword Planner - Keyword AnalysisGoogle Ads Keyword Planner is a great tool for all kinds of digital marketing practices. It helps users to determine keywords to be targeted, find alternative keywords for the related content, and discover search volumes and keyword difficulty for SEO practices.After entering the Google Ads, you should open the Keyword Planner by clicking the Tools and Setting tab at the top right corner. After clicking it, you will see the Keyword Planner in the left column as second from the top.Then you should click the Discover New Keywords tab, specify the country, region, and language you want to analyze, and enter keywords. In the end, you should click the get results button to reach the results.And that is all! The Google Keyword Planner specifies the keywords we typed with the average monthly search volumes, keyword competition, CTR, etc.10) AYIMA Redirect Path - URL Redirection and Status Code AnalysisSometimes, URLs of a website enter a redirection loop which can overload servers and negatively affects user experience. In order to prevent this situation, periodical URL controls should be done from different resources. The linking controls should be done especially after the .htaccess and redirect operations. AYIMA Redirect Path is one of the most useful Chrome extensions which makes this process very simple with a user-friendly interface!After adding the extension to your browser, simply go to the page you want to check and click on the icon of the application in the upper right corner. Redirect Path analyzes whether the status code of the relevant page and whether the page has any redirection path or not.These are the best free SEO tools that you can consider while working on your digital marketing strategies. You can use these free tools to enhance the SEO friendliness and compatibility of websites for both users and search engines! If you have more questions about SEO or other digital marketing practices, do not hesitate to contact our team!

Sep 3, 2022 3476 reads

What is Breadcrumb Navigation? Why is it important for SEO?

Breadcrumb is a secondary guidance menu that allows easy navigation within a page, taking place horizontally under the top menu and allowing users to shift between previously visited pages with ease. This navigation menu shows us the path users take to find the targeted page and how it is classified within the site. The most basic way that the breadcrumb navigation is formed is as it is shown below:Home page > Segment Page > Subsegment PageThis secondary guidance menu allows users to easily discover the content within the site and allow on site link building.What are the different types of Breadcrumb?There are 3 different types of breadcrumbs that contribute to both new user acquisition (SEO performance and user experience) and conversion. Location and Hierarchy Based Direction Based Attribute Based According to the user's on-site journey, web architecture and the variety of services/products the most suitable breadcrumb navigation type can be preferred.Location or Hierarchy Based BreadcrumbThis specific type is referred to as the Hierarchy or Location Based Breadcrumb due to it being the most common option for complex and deep sites. This type of content mapping is the simplest and most common structure of all. Hierarchy based breadcrumb follows the architecture and hierarchy of the website and eases the user's journey of reaching to the related content.As it can be seen through the example above, it allows for users who visit a product page in an e-commerce site to continue on their experience by visiting the segment page; once they cannot find what they are looking for, or simply change their minds.Direction Based BreadcrumbThis is the least common navigation type of all. They are almost identical to the function of back buttons in browsers and provide ease in returning to the previous page. Due to the nature of content mapping, they reflect the path to the targeted page, but the path is not entirely visible as it would be with hierarchy based breadcrumbs.Through this method, users are able to go back to the previous page with the "Back to Result" button without losing any of their previous selections or restarting the journey. This type allows going back to the previous step of the users by making their preferred selections hidden.Attribute Based BreadcrumbThis type shows the selections that are chosen by the users in the related page. They show the filters in order to lead users to their desired results and product attributes.This Breadcrumb navigation generally benefits e-commerce sites where one product relays under more than one category. As it is shown on the example above, the filter choices that were made in a category page is reflected through a type of breadcrumb navigation.Why is Breadcrumb Navigation Important for SEO? Improves User Experience: Most users who experience a poor user journey do not return to a website with a difficult navigation. Content mapping fundamentally aims an easy user journey by showing users exactly where they are on the website. It also provides a user based contribution into aiding users to move backwards or forwards in accordance with their selections. Increases Page Views and Decreases Bounce Rate: The implementation of Breadcrumbs shifts the time that is spent on the website into an effective and efficient user experience. It contributes into further navigation within the website, considering the users' tendency to bounce off from a page once they cannot directly reach their desired outcomes. Thanks to content mapping, users are able to experience a journey in which they can be much faster, productive and time efficient. Contributes into the Intelligibility of the Site Architecture through Search Engine Bots: Breadcrumbs provide an outlook on the site architecture and hierarchy through SERP. This can be seen as a preview of the reliable journey that users are convinced to be on and how the site visits will be concluded. This is an extra way to illuminate search engines on what the pages are really about. Increases Impressions in Search Results and Increases CTR Rates: As content mapping allows an easier interpretation of the content within the website and a more efficient indexing performance through SERP, it concurrently contributes higher impressions for site links. Increases Crawlability: As search engine bots scan site links, breadcrumbs generate internal connections within the site's pages and increases the pages' overall crawlability. You can also learn something more from here about search engine bots from this content. Improves Indexing Performance: Since our websites will ultimately have targeted keywords, the anchot texts that are used in content maps serve as keywords within the navigation. This allows us to increase the density of keywords within the pages. How to use Breadcrumb NavigationA content map is a horizontal menu that shows the pathway between the home page and the last page there is to reach. If the site depth is above 2, this navigation will increase the efficiency on your website. After deciding to use breadcrumbs, the first thing to do is to decide which type of breadcrumb would serve the best for your website. Suggestions regarding the use of content maps can be found below; Home page is the starting point. In the attribution based breadcrumb type, the home page does not mostly take place in the navigation bars. This type of usage needs assurance that users will be able to return to the home page without having any problems. Separators must be used. Thanks to separators, the steps going to the targeted page are differentiated. The ">" symbol is mostly used as a separator.  They must be placed on the furthest top of the page. Since it is placed on the upper most side of the pages as a secondary guidance menu and contributes to on site link building, it allows an easier detection of links for both users and for search engine bots. Making the targeted page or the page in question boldfaced increases the awareness. The rest of the website should have the most optimum and consistent design in terms of visibility (background, contrast rates etc.). Linking the last step, which is the targeted page itself, is not recommended. Reaching the last step of the navigation but still being linked to another page will cause an irrelevant build to the architecture. Since the home page is the beginning point of the navigation, breadcrumbs should not be used on the home page. Page titles should be used in content mapping. This is beneficial for showing the users which pages they will end up reaching and signaling anchor texts to search engine bots. The page URL should project the breadcrumb navigation. The consistency between the breadcrumb and URL allows us to build a more understandable structure. https://developers.google.com/**search/**docs/**advanced/**structured-data/breadcrumbBreadcrumb Navigation; is a secondary guidance menu that allows an easy and efficient navigation within a page that enhances the user experience. has 3 different types that consist of location/hierarchy based, direction based and attribution based. The most efficient type should be preferred according to the industry and type of content. contributes directly to the crawlability, indexing, impressions and CTR metrics of a website. increases page views and decreases bounce rates. Resources https://vwo.com/blog/why-use-breadcrumbs/ https://www.semrush.com/blog/breadcrumbs-for-websites/ https://www.bigcommerce.com/ecommerce-answers/what-is-breadcrumb-navigation/ https://www.woorank.com/en/blog/breadcrumb-navigation-a-guide-to-types-benefits-and-best-practices https://www.hongkiat.com/blog/breadcrumb-navigation-examined-best-practices-examples/ https://yoast.com/breadcrumbs-seo/ https://blog.hubspot.com/marketing/navigation-breadcrumbs https://www.smashingmagazine.com/2009/03/breadcrumbs-in-web-design-examples-and-best-practices/

Sep 3, 2022 62141 reads

What is User Generated Content (UGC) in 6 Questions?

1) What is User Generated Content (UGC)?User Generated Content is the content generated by various creative fictions with the direction of brands or services in line with the marketing strategies of the brand.How to use User Generated Content (UGC)?UGC is a type of content that attracts more attention because it feels more natural and sincere than content produced by brands. Therefore, brands often want to produce this type of content. From a broad perspective, user generated content has influence on both the brand and the user who created the content. While brands promote themselves naturally without requiring an extra budget, the user who creates the content has the chance to increase his or her audience when he shares the brand content on his own account. Thus, a structure that contributes significantly to both sides with a win-win strategy.2) User Generated Content with Statistical DataAccording to We Are Social Digital's 2021 report, there are 4.2 billion social media users in the world. This represents 59% of the world's population. 72% of brands say that user-generated content is helpful when connecting with their customers and increases customers' trust in the brand. 87% of brands use User Generated Content (UGC) when sharing their own content. The reason for this is that the reliability of advertisements decreases on the user's side, and they give more importance to the experience.According to The 2021 User-Generated Content Report, 90% of consumers think user generated contents are useful. Therefore, brands that want to get interaction and increase the trust of users prefer User Generated Content. On the other hand, the fact that it is much more cost-effective than professionally created content is one of the biggest factors that lead brands to this strategy. Overall, at least 8 out of 10 users say that UGC made a product they've never heard of indicates brand quality and positively influences their purchasing decision.More than 90% of consumers are impressed by positive reviews when shopping for a product or service. 64% of consumers look for reviews and comments about products or services on various social media channels before purchasing and then make a decision. This situation actually expresses how much users affect each other.93% of brands says that they have gained a new customer through videos on social media. On average, user-created videos about a brand for products or services (unboxing, product review videos, etc.) are watched 10 times more than official brand videos on YouTube. So user-generated videos often result in higher view rates.How Was "User Generated Content" Used in Covid-19?Especially due to the pandemic that the world has been in for the last 2 years, the relations between brands and consumers have completely changed. Prolonged quarantines and curfews can be used for brochures, billboards, public transport advertising, etc. disrupted traditional marketing strategies. In order to adapt to the new conditions brought by the pandemic, brands have changed their marketing strategies and focused more on digital marketing.In these difficult times when shopping malls are closed and social distance is the most important rule of our daily lives, User Generated Content has been one of the most effective choices for both parties, which is an alternative for both consumers who do not have the chance to physically experience the products and brands looking for a successful marketing strategy in this period. 3) User Generated Content ExamplesAccording to the data in the “Global Overview Report” published jointly by We Are Social and Hootsuite, users browse social media for an average of 2.5 hours daily from all devices. Therefore, it is possible to come across user-generated content frequently in our daily lives. User Generated Content example is when your friend tweets about a new product they have tried, or when they go to a hotel, they share their room and environment in their story by stating the name of the hotel. In such cases, user generated ads come to the fore.Global brands like Apple, Netflix, Starbucks are increasingly running User Generated Content social media campaigns to market their products to ensure the effectiveness of their campaigns.Coca ColaWhen Coca-Cola wrote the 150 most popular names on its products, it was in great demand around the world.  Everyone shared when they found their name on the Coca Cola bottles and there was generally a good response. People started to share Coca Cola constantly on social media. The Share Coke campaign has become popular in more than 80 countries around the world.AppleAnother successful example is Apple's #ShotOnIphone campaign. When Apple realized that users were not satisfied with low-light photos on iPhones, it launched this campaign to restore confidence in the iPhone's camera. The theme of his campaign was for iPhone users to take photos in low light and post them on social media. He combined the collected photos and videos with the most beautiful content shared on Youtube under the title "Shot on iPhone". Thus, it both regained brand trust and increased the bond between users. Currently, there are 22,339,418 posts on Instagram with the hashtag #ShotOnIphone**.**Netflix"Stranger Things" , which is one of the most popular series on Netflix, attracted great attention with its first season. Before the second season launched, they made a promotion aiming to create User Generated Content based on the name of the series.With the hashtag #StrangerThings2, they encouraged users to share weird things around. Thousands of people have shared strange photos, foreign objects with the hashtag #StrangerThings2. Thus, the interaction with the Netflix account has also increased. Netflix captured approximately 1 million viewers in 2 weeks. After the success of this campaign, Netflix continued to produce UGC with creative contents.DimesThe Turkish beverage brand Dimes created a communications strategy by using Tik Tok, a social media channel that appeals to its target audience, to promote its new products Milkshake and Smoothie. First, they shot a clip with the singer Aleyna Tilki, known and loved by young people in Turkey. In the clip, he said “choose your team” and asked users “who are you in this duel?” He asked the question and invited him to produce content.Agreeing with Tik Tok influencer, Dimes made a choice between Smoothie and Milkshake by making the influencer with ticked accounts dance in a certain choreography. Then they expected other Tik Tok users to do these dances. This strategy, which was carried out on both the offline and online sides, resulted in success.MigrosMigros, which is one of the supermarket chains in Turkey, is a strong example that can be given to user-generated content on Tik Tok with its "Department Wars Challenge" project. Groups of Tik Tok influencers prepared special dance choreographies in front of Migros aisles. He encouraged followers of Tik Tok influencers to like these posts and follow Migros. At the end of the competition, the followers of the best dancing group were given a Money gift worth 15,000 Turkish lira. Migros gained 130 thousand followers 48 hours after this project started. At the same time, it became one of the world record-breaking brands with 6.7 million comments and 74% interaction.4) What are the Benefits of User Generated Content?Consumers are 2.4 times more likely to view user-generated content as real compared to brand-created content. Therefore, there is the potential to reach more people by getting more interaction from collaborative ads.Regardless of the product or service, consumers want to obtain detailed information about the product or service before purchasing. The comments of the person who has experienced this product or service before are of great importance to them. 92% of consumers trust recommendations from their acquaintances and 70% trust online consumer opinions. Once the brand builds trust for the consumer, everything becomes easier and they can get many user generated content benefits.There is no doubt  that user-generated content has a great impact on the purchasing decision process. Users who see the content shared by people they know make a quick introduction to the purchasing decision process, even if they do not need the shared product or service. Nearly 80 percent of people say user-generated content has a high impact on their purchasing decisions.5) Should Brands Get Permission from Users Before Sharing Their Content?The brand should always ask the users before sharing them from their own account. Regardless of story, post or reels, sharing should be done with the consent of the users. In such content, where brand loyalty is important, user approval is important in order not to hurt the brand identity. 84% of users care about being valued rather than financial gain while doing business. Therefore, sharing user content with permission by brands will make them feel both valuable and part of the brand.6) What to Consider When Encouraging UGC Creation?Brands should know their brand identity and they should choose a social media platform that fits their target group and interests. Generally, brands prefer to progress through instagram. However, TikTok, which has been growing at full speed recently, is also an ideal platform for such content if it fits their target audience.At this stage, the brand should know its target audience well and proceed with a strategy that will not contradict brand awareness. It should not be considered on which channel the brand is more active, but on which channel users want to interact with the brand more.Before creating user generated content, it is important to set specific goals and prepare a road map.Half of the consumers have expectations of guidance when they create content. Therefore, brands need to clearly express what kind of content they expect in order to receive good feedback. Proceeding with the contents (campaign hashtags, social media contests) will be more descriptive for users.According to research, 48% of consumers will have tried or interacted in some way with virtual reality before the end of 2021. For this reason, the development of technologies that will provide users with virtual experiences continues. User Generated Content continues to be one of the most effective marketing tools ever created within digital marketing. Now, every brand that wants to increase brand awareness and brand loyalty uses this strategy. Contributing to the digitalization and e-commerce volume increased by the pandemic and presenting original and useful content becomes much more effective with User Generated Content.

Sep 1, 2022 4022 reads

What is Google Travel Insights and How to Use it Effectively?

Google Travel Insights is one of Google's newest products. It opens the secrets of the travel industry by providing free insights with data on the basis of regions, countries and cities to users who want to follow the travel and hotel industry trends. With Google Travel Insights, you can track the change of interest and popularity level of users to travel destinations.What does Google Travel Insights do?Google Travel Insights is a free tool that reports regional changes in the Travel industry in channels where users have a chance to collect data from Google. With this tool, many of the insights sought in the Travel, Tourism and Hospitality industry are provided free of charge. For example, thanks to this tool, which regions of Turkey are popular when traveling from Germany to Turkey? While the popularity of which regions are increasing, you can see which regions are trending downwards, and you can shape your region-based investments accordingly in Digital platforms.How to use Google Travel Insights?You can access this free service provided by Google by clicking here. When you reach the page, two sections will welcome you. One of them and the tool that we will talk about in detail in this article will be the Destination Insights.As Destination Insights Google defines it "Explore how tourism demand is changing and how this year compares to previous years' demand.". In this tool you can explore how the Aviation and Hospitality industry is changing and transitioning of interest based and areas.In the interface, we choose the country in which we are curious about the distribution of interest volume. In the second step, if we are curious about the city-based data of a particular country, we select the country we want to select in the Dropdown titled Destination Insights. If we are curious about the global interest, we can leave this selection as Worldwide. In the third step, we choose the Travel Type, this selection is divided into two as domestic or international. In the fourth step, under the Demand Category heading, we choose Accommodation or Air. In the last step, we select the date range that you want to see the interest in. When you’re submitting, the distribution of interest is listed directly on the basis of region, country and cities.How to use Google Travel Insights in Ads?If you are managing an account in the Aviation, Tourism and Hospitality sector, you must have wondered about the change of interest on the basis of regions or how your investments will be shaped, and you have done many tests while creating your budget plans. In our Corendon Airlines’s accounts, which we provide Performance Marketing consultancy services, we often try to track our budgets, search interest to find the most appropriate budget allocation.After getting acquainted with the Google Travel Insights tool, we started to consider the data we obtained from the Google Travel Insights report, as well as the past CRM data, current search volumes and impression shares from our search ads. We also use the data we get from Google Travel Insights in our budget allocations, bidding management and our first market research in the countries when we expand our operation in new markets, using the data we get from this report and other reports which mentioned above.In addition, we can automate the reporting and account management processes thanks to the Web Scraper and Google Ads Scripts we have prepared. We can automate the reports I mentioned above with a scraper that we store on a server, and we use them effectively in campaign management with Google Ads Scripts.In your own accounts, you can discover new target markets from the data here, and shape your ads according to the insights from the Google Travel Insights tool.Ad Account Management with Google Travel InsightsAs I mentioned in the previous paragraph, we automatically process the data we receive from this tool in our Corendon Airlines account, monitor its changes on a weekly basis, and structure the keywords we target in Google Search campaigns with the insights we get from this report.For example, with the help of the data we get here and the Google Ads API, you can automatically add keywords to your Ad Groups, update your budgets, and update your bids. You can manage ad groups or keywords with Google Ads API Scripts. Therefore, you can edit and manage your ad texts and extensions with trending cities.You can combine the data you get from the Google Travel Insights report with your other reports and facilitate your campaign management with the insights you get.Final words for Google Travel Insights: Note that Google Travel Insights consists only of data gathered from Google’s data sources. Does not contain Social Media, TV or Market Research trends. Consider Google Travel Insights data as a data source that you can use in addition to the data you get from your accounts, sales-based CRM data, and other data sources, rather than just treating it as a single criterion. Country-based travel trends can change very quickly, we do not recommend you to use it as a decision maker for your daily actions. When evaluating all data, make sure you can read the data clearly. If you are not sure about the actions you will take, I recommend that you contact your digital marketing consultants. If you want to improve your accounts with automation solutions and focus on more marketing strategy and your customers with eliminating human-based errors, you can contact the AnalyticaHouse team.