We receive many inquiries from potential customers regarding the positioning of online stores depending on the platform they operate on. What results can be achieved with specific e-commerce software? What is the difference between positioning a store on a specific platform and SEO on other platforms? These and other questions will be answered by collective case studies showing the visibility of e-commerce selected by us on Bat, which we have the pleasure to position.

This material is all the more valuable as you get time, budget and domain – hardly any company on the market can boast of such transparency. All the more, we thank the three companies that have decided to share the data.

Case study watch shop

SEO case study
The company with watches has been with us since October 2019, but in this case study we will show its results from a year ago and compare them with those that are currently recorded. Why? Well, it is an interesting case because the client has migrated the website over the last year and redirected it to a new domain. The example below shows that a correctly carried out migration in cooperation with an SEO specialist does not have to have a negative impact on the SEO of the website, and the power of the old domain can be redirected to the new one. The results from last October are:
TOP3 – 134 phrases,
TOP10 – 670 phrases,
TOP50 – 2479 phrases.

In October this year, the customer’s visibility is at the level of:
TOP3 – 348 phrases,
TOP10 – 1283 phrases,
TOP50 – 4325 phrases.

This means that for 12 months the number of phrases in TOP3 increased by 160% and in TOP10 by 91%. The website achieved such results despite the migration carried out in the spring. In the chart below, you can see the time at which power from the old domain was transferred.

This customer chose the Advanced package for e-commerce for $ 3,500 per month.

Case study bed shop

SEO case study
And what do the increases look like when we position the website, starting almost from scratch? Let’s show it on the example of a bed store, a website that we are positioning from September 2020. At the beginning of the cooperation, the list of top phrases included:
TOP3 – 2 phrases,
TOP10 – 2 phrases,
TOP50 – 27 phrases.

After a year of SEO, the visibility increased as follows:
TOP3 – 14 phrases,
TOP10 – 94 phrases,
TOP50 – 620 phrases.

This means an increase of 600% in the case of TOP3 and as much as 4,600% in the case of TOP10. Such results were achieved with the Advanced package for e-commerce for $ 3,500 per month. The number of phrases in the top3 may not be impressive yet, but their number in the top10 and top50 indicates that the increase in visibility will definitely skyrocket in the next year of cooperation. This is the standard time for positioning fresh online stores on a budget of this level.

Case study of a honey shop

Case Study SEO
We signed the contract with the honey store in March 2021, so we’ve been through a little over half a year of website optimization efforts. The client chose the Standard package for e-commerce for $ 2,000. When we started our cooperation, the visibility of the site was as follows:
TOP3 – 26 phrases,
TOP10 – 118 phrases,
TOP50 – 573 phrases.

Half a year of positioning brought valuable traffic to the website and significantly increased its visibility for phrases related to the industry. Currently (i.e. in October 2021) the client’s website is visible:
TOP3 – 63 phrases,
TOP10 – 255 phrases,
TOP50 – 945 phrases.

This is an increase of 142% in the case of TOP3 phrases and by 116% in TOP10.

SEO on Shoper and SEO on other platforms – what are the differences?

Shoper is usually installed on a server provided by the manufacturer, so there are very rarely any problems with performance, and this is an important aspect of evaluating Google algorithms. In addition, Shoper updates the software itself, so you do not have to introduce new versions yourself. Its downside is that the positioner can use a limited number of extensions and add-ons for Shoper, so not all changes can be easily implemented.

Platforms such as WooCommerce or PrestaShop can be freely modified. Especially WooCommerce has a huge number of functionalities, which gives a lot of room for modification. On the other hand, if we use this WordPress plugin, we have many built-in functions, some of which may be completely redundant. This slows down the performance of the page, so a lot of work needs to be done to optimize the site well and improve the page load time. PrestaShop, on the other hand, works faster and offers great configuration options. When deciding on it, however, you must remember that most of the plugins for this software are additionally paid. However, as our experience in positioning online stores shows, all these platforms – both Shoper and Woo or Presta – are well suited for SEO activities and allow you to obtain satisfactory results.

The beginning of the SEO contract

The client in question operates in the Home and garden industry, and more precisely, offers indoor and outdoor lighting. We signed a contract with him in May 2019, so recently two years of cooperation in the positioning of the online store have passed. As we have already mentioned, the store was new then and it did not have an established position in search engines. The first pages have already been indexed and the website appeared in the results rankings, but these effects were disproportionate to the store’s potential. So, together with the client, we started to create a good history of the domain, which was to result in increased visibility on the web.

Initially, we put the greatest emphasis on creating a transparent, SEO-friendly structure of product categories. We developed an intuitive category tree and selected the most advantageous phrases, meta title and H1 headings for each subpage. After the client accepted our plan, we started to complete the category descriptions, taking into account the phrases selected for positioning. Our copywriters have created texts that describe a given group of products, which we then implemented on the client’s website. Gradually, we also started to build a valuable profile of links leading to a positioned website. Their quality was of key importance for us, because in the evaluation of algorithms, much more than quantity matters whether they come from pages that Google has previously found helpful for the user and trustworthy.

Results after 2 years of cooperation

After two years of work on positioning, the site has started to be quite well visible on the web. From May 2019 to May 2021, the number of phrases in TOP3 increased from 9 to 70, i.e. the client’s website was displayed in the highest positions on many strategic terms from the point of view of the brand. When it comes to phrases in TOP10, we recorded an increase of over 700% – the page appeared on the first page in the search engine for 771 terms. The number of keywords in the TOP50 also increased – from 1072 to 6649 to be exact.

We also obtained valuable links for the client with the dofollow attribute, i.e. those that network robots take into account when evaluating the website. They were placed mainly on the back pages of the relevant subject.

You have to anticipate in SEO

The list of factors taken into account by Google’s algorithm when determining page value is long and largely secret. The Mountain View company itself is reluctant to mention planned updates, and if it reveals a ranking factor, it is usually long after its introduction. Therefore, positioning is also about testing solutions, observing the results of various websites and drawing conclusions, which counts the most in the evaluation, and what will most likely be the most important in the future. Our analyzes led us to the conclusion that in the future, a large amount of valuable, unique content on the website will be of great importance, and in this direction we developed our clients’ websites the most.

Our forecasts turned out to be correct, and it did not take long to fulfill them. At the turn of May and June this year, there was an update, as a result of which pages with a small amount of content fell in the rankings, and those with SEO-optimized texts recorded large increases. This also happened with the website of the described client. Compared to the beginning of May to the end of July, the number of phrases in the top places changed as follows:
TOP3: from 70 to 124,
TOP10: from 771 to 1.12 thousand,
TOP50: from 6.64 thousand to 8.27 thousand.

This shows that the direction we are taking is the right one, and the visibility of the customer site is likely to increase even more in the coming months.

The discussed results were achieved through the Advanced package for e-commerce ($ 3,500 / month), which is intended for small online stores.

What is an e-commerce platform?

If you run a brick-and-mortar store, you’ll agree that managing the purchasing process, products, prices, and inventory is quite complicated. In the case of virtual trading, you need software that can handle all these operations. Its task is also to ensure data security, which is extremely important. The system should also support marketing and SEO activities – thanks to this, acquiring customers will be easier. It is a kind of backbone that significantly simplifies many issues related to running an e-shop and in many cases means that advanced technical knowledge is not needed for this.

There are plenty of e-commerce platforms. Each of them has different advantages, offers a different set of functions and method of operation. Systems dedicated to both small businesses and the largest online stores are available. This variety means that everyone can choose a tool tailored to their needs. At the same time, however, it may make this decision difficult.

Open Source or SaaS?

Platforms for online stores can be divided into two basic types: Open Source and SaaS (Software as a Service). Does that tell you nothing? Does not matter. We’ll briefly outline the pros and cons of both types of systems, making it easier for you to make a decision.

Open Source Platforms
Open Source platforms are designed to be installed on your own server. This provides much more freedom and independence. The open source concept means that they can be developed by multiple developers and offer a variety of plugins or add-ons to extend their functionality. Their other advantages are:
– adaptation to the needs of both small and large stores (scalability),
– the possibility of selling any assortment,
– the ability to change the appearance of the store,
– the ability to edit the source code,
– access to marketing tools,
– wide range of SEO activities,
– access to technical support.

However, it should be remembered that Open Source systems require self-installation and implementation, which requires at least basic technical knowledge or professional help. More freedom also means more responsibility – incl. for creating regulations or privacy policy, as well as data security. In addition, when using such a platform, you also have to take into account the costs of maintaining your own domain and hosting.

SaaS platforms
SaaS platforms are also called subscription platforms. They allow you to create a store without the need to invest in your own hosting, installation or backup. They usually offer a complete set of tools necessary to sell online. You can use them on a monthly subscription basis. The advantages of such a solution certainly include:
– ease of setting up a store and its operation,
– quick configuration,
– no need to purchase hosting
– less investment at the beginning,
– access to all necessary functions without the need to install plugins,
– access to technical support,
– no need to adapt the store to legal standards – the service provider takes care of it.

The specificity of SaaS platforms, however, means that by using them, you are only a tenant of the virtual space in which you run your store, and not its owner. The condition for its operation is to pay the subscription. Moreover, it should be remembered that such systems can create many limitations and are therefore usually not suitable for demanding users.

Open Source platforms – popular solutions

Let us remind you – Open Source platforms have definitely fewer restrictions, but also greater challenges. These types of engines are recommended primarily to at least intermediate users who know the basics of e-commerce, have technological knowledge or want and can use external help in this area. It is also a solution for those who want to freely develop their business. What is worth choosing in such a situation? We cover several popular platforms.

PrestaShop
PrestaShop is currently one of the most popular e-commerce platforms operating all over the world. It gains recognition mainly due to the lack of fees. However, this completely free platform is also appreciated for its combination of simplicity with high functionality. Installing the engine on the server is very simple, as is setting up the store. So it is a good solution even for beginners with basic technical knowledge.

PrestaShop provides various templates that allow you to change the appearance of the store, as well as many plugins that allow you to increase its functionality. Unfortunately, they are largely paid. However, the platform creates very large opportunities, also in terms of individual store customization. Developers often create solutions based on the engine that respond to the needs of specific users.

The most important features of PrestaShop:
– a free Open Source platform,
– access to many plugins (mainly paid) that allow you to expand the store’s functions,
– the ability to customize the appearance of the store using templates,
– simple operation from the administration panel,
– performance,
– universality,
– frequent updates to take care of security, but you have to install them yourself.

The PrestaShop store can be suitable for beginners (the platform is free, which allows you to limit the initial cost) and for larger stores.

Magento
Magento is a very universal system dedicated primarily to larger stores. It facilitates the management of large quantities of products and can be expanded with various additional functions. It is available in two versions: free (Community Edition) and paid (Enterprise Edition), which gives you more options.

The most important features of Magento are:
– availability of a free script (Community Edition) with quite extensive functions,
– many possibilities of expanding and extending the store’s functions with plugins (free),
– the ability to run several stores from one place,
– the ability to operate a mobile store,
– complicated installation and modification,
– quite complicated service through the administration panel,
– quite high requirements as to the server capabilities – usually requires the use of a dedicated server.

The store created with the use of Magento is very functional, although the implementation and operation of the system are quite complicated. This solution is primarily for those who manage several e-commerce platforms and many different products, and at the same time have efficient hosting and a generally larger operating budget.

WooCommerce + WordPress
WordPress is a free CMS that allows you to create many different websites. It is used by both small private sites and large sites of well-known companies. Thanks to the WooCommerce add-on, it also allows you to create stores. This is a good solution for those who already use WordPress. However, the platform is very intuitive, so it is also suitable for beginners. Its great advantage is that it is free.

The most important features of solutions based on WooCommerce and WordPress:
– a free Open Source platform,
– suitable for beginners and advanced,
– ease of use,
– expandable with the necessary functions,
– high level of security and frequent updates,
– wide possibilities of personalizing the appearance of the store thanks to templates,
– very good integration with SEO,
– possibility of integration with various forms of shipping and payment,
– easy integration of the store with the company’s blog.

WooCommerce integration with WordPress allows you to create a professional-looking, functional and truly free store (excluding the cost of your own domain and hosting, of course). This is a very versatile solution, but recommended especially for small and medium-sized trading platforms.

SaaS platforms – popular solutions

SaaS (subscription) platforms are great to get you started. All it takes is a small investment and literally a few minutes to set up the store to start working. Their disadvantage may be the lack of independence and certain limitations, e.g. related to the positioning of the online store or customization, but this does not change the fact that many people praise this type of solution very much. What do you have to choose?

Shoplo
Shoplo is an international service offering numerous features, including multi-channel sales (Shoplo Multichannel). It offers various subscriptions aimed primarily at small and medium-sized stores. It provides many useful functions, however, available mainly in more expensive packages.

The most important features of Shoplo are:
– subscription system – various subscription thresholds from several dozen dollars per month,
– limited functions and quantity of products in basic packages,
– 15-day free trial period,
– the ability to customize the appearance of stores using templates or configurator,
– subscription sale and virtual products,
– the function of recovering abandoned carts,
– possibility of integration with courier companies, accounting and warehouse management systems,
– the ability to create an integrated Facebook store,
– customer communication panel – messages from various platforms in one place,
– access to marketing tools.

Shoplo provides relatively simple configuration and operation, and many interesting functions. It works well with small and medium-sized stores, including those selling virtual products or subscriptions!

Shopify
Shopify is an international e-commerce platform that is hugely popular around the world. Shops created on the basis of Shopify are adapted to UX requirements, but templates that allow you to change the look are paid. It is a universal system that allows you to sell different types of products through a store that can be launched in a few moments.

Shopify’s key features include:
– subscription system – various subscription thresholds, from $ 29 per month,
– commission on the sale,
– an international platform, recommended for sale abroad,
– compatibility with social networks – the possibility of selling via Facebook,
– limited personalization options,
– responsive themes,
– no possibility of advanced product management.

Shopify can be the perfect solution for those looking to sell overseas. The service is simple to use, and the various subscriptions make it easy to scale up your business.

Which online store to choose?

So how do you choose a platform to run a store?

– Start by defining and writing down your expectations in detail. Compare them with the possibilities (e.g. financial or technical), and you will probably easily decide whether an Open Source or SaaS platform will be better for you.
– Then you can independently analyze the offers of available systems in terms of the necessary functions and features. An even easier solution, however, is to send a query to specific platforms with a request to select a package to meet specific requirements.
– On this basis, you will probably choose a maximum of 2 or 3 interesting websites.
– Before you make your final decision, take advantage of trial periods wherever possible.
– If you are still hesitating, compare not only the prices, but also the other benefits offered by the platforms – often these are various discounts that can be useful when running a store.

Remember that when choosing a platform, your needs and feelings are the most important! Therefore, it is not always worth following reviews and opinions that are usually biased.

Let’s start with the basics, i.e. explain what a static website actually is. A static site is a very simple type of website that always loads as it was saved on the server. It is not equipped with a CMS system, thanks to which you could easily make changes within the site without any programming skills. It is completely saved in the file – including all texts – it can be said that the content is “rigidly” placed there.

The lack of a CMS, i.e. a friendly editor that allows you to add text, photos, videos, and even entire subpages, means that each change within the site requires interference with the code file, which makes modifications much more difficult for a user unfamiliar with programming languages. Accidentally deleting a command can completely change the look of the page, and it is impossible to edit the text without applying the appropriate lines of code for each bold or centering.

What advantages and disadvantages does a static website have?

A static website has many advantages that make it still the choice of entrepreneurs. The price is the first and probably important advantage of this solution for many people. Creating such a website is relatively easy for the developer and does not take much time, which translates into a lower cost of such an order.

One of the most valuable advantages of static websites, however, is their loading speed. These types of websites load quickly, which translates into user satisfaction and a good rating of web robots, for which loading time is one of the factors influencing the overall rating of the website. However, choosing a dynamic website does not always have to mean long loading times – this is where cache systems come to our aid.

The big advantage of static pages over dynamic pages is the security they provide. They do not have a CMS or plug-ins that can potentially be a source of threats, so they enjoy a lot of trust among entrepreneurs who focus on protecting their customers.

If we focus on a simple, small website, a static website is a better solution than one created with the help of WIX wizards. The latter are easier to edit, but they offer very limited optimization possibilities, so from the SEO point of view, they are a worse solution than static pages.

The disadvantage of this solution is that, as we have already mentioned, static pages do not have a CMS, so each change requires interference in the code. In addition, it cannot be denied that a static page has fewer functions than a dynamic one.

Static page and dynamic page – differences

As already mentioned, a static page is a file that contains all of the website’s code and all its content. A dynamic page, in turn, requires a connection to a database in which texts, images, videos and other elements that constitute the content visible to the user are placed. Therefore, when the viewer enters the static side, he gets something like a ready-made image, a fixed composition drawn from one place. In the case of the dynamic version, we serve him a page that must be re-created in a way – that is, “composed” of individual elements. Of course, the process is so fast that with the proper implementation of the project, the user has no idea what type of website he is dealing with. The fact is, however, that a static page will load a little faster than a dynamic site.

So should we always choose a static page in pursuit of the best loading speed? Not necessarily. If the website is extensive, has a blog or news section, a dynamic CMS page is often the better choice. Of course, you can run a blog or news on a static website, but due to the lack of a CMS, it can be difficult for beginners.

Who is the static website for?

A static website works best as an electronic business card with basic information about the business, contact details, etc. These types of websites rarely need to be updated and do not need advanced features, so in this case we can afford a static page even if we can’t make changes to the code. You can decide on such a page, for example, when:
– we run a stationary store and we only want to mark our presence on the Internet,
– we have a service business such as a beauty or hairdressing salon, dentist’s office, etc. and we provide services only at our headquarters,
– as part of our business, we provide services only to the client, e.g. plumber, construction company,
– we create a website with the CV function.

However, the type of business you run should not be crucial when choosing. The most important criterion is whether we intend to edit the page frequently, and in the examples mentioned, as a rule, regular updates are not necessary. This does not mean, of course, that we cannot opt for a static page in other cases. As long as we know that a simple page with the most important information is enough for us, we do not have to invest in a more expensive dynamic site – a static site is enough for us.

Types of seasons and marketing in seasonal industries

The seasonality of the industry does not need to be explained to anyone in detail – we all know that there are branches of services that are only popular for part of the year. Pensions by the sea, ski slopes, Christmas decoration stores – these are the businesses where profits can spike up in certain months and stall almost entirely the rest of the year. However, the season is not equal to the season. In marketing, we divide them into three main groups:

– large seasons – usually lasting several months. These include, among others, the summer, winter and holiday season,
– small seasons – in this case, we are usually talking about smaller occasions that we like to celebrate, but for which we do not prepare for too long. Examples include Valentine’s Day or the beginning of the school year,
– trends – these are the most difficult from the marketing point of view, because they appear unexpectedly as a result of fashion or unexpected circumstances. An example from the recent past is the sharp increase in demand for disinfectants following a pandemic. It is not a full season because it does not happen cyclically.

Each of these seasons is slightly different and requires a specific approach from a marketing point of view, although of course there are actions worth taking with each of them.

Trend analysis

In the case of seasons, an important element of activities is determining when the interest in given products or type of services increases. It may seem to us that we know perfectly well when this activity becomes greater, because then the profits from the activity increase. However, the moment of purchase does not have to coincide with the moment of increased interest. For example, if we sell tires, it may turn out that our season begins not when drivers start buying new tires, but, for example, a month or 1.5 months earlier, because then they start comparing offers from different stores.

We will find out when the season in our business begins by looking at the statistics from Google Analytics. In this tool, it is worth comparing website traffic year to year and thus determine when potential customers start looking for information on a given topic. However, if we do not have access to such data, because we have not connected Analytics or we are just starting our business, you can use the Google Trends tool. By entering phrases relating to our activity there, we will see how many users are looking for them in particular months or weeks.

Does SEO in seasonal industries make sense?

In industries that enjoy constant interest all year round, SEO has long been recognized as one of the most effective ways of getting traffic. But is it the same for those that only attract users for a certain period of time? If we are talking about big seasons – for sure. In this case, we must arouse the interest of recipients before the season, then there are several months of heavy traffic, and let’s not forget that many people like to take advantage of post-season promotions and discounts. The organic traffic that we gain all this time can translate into profits to a large extent. Provided, of course, we act early enough. A common mistake of many entrepreneurs is to sign an SEO contract just before the start of the season, and it takes time to obtain satisfactory positioning results. So if we decide to position ourselves in one of these industries, we should find an SEO agency at least 2-3 months before the season begins.

However, it is worth taking care of the visibility of the website not only during the greatest boom for a given product or service. In many industries, a good solution is to constantly maintain the interest of recipients and increase brand awareness so that when it comes to a purchase decision, customers remember the name of our company. A blog on a website is ideal for this. Regardless of the moment of the year, we can publish there articles with tips, curiosities or trends, including phrases related to the industry. For example, if we have a tire store, we do not necessarily have to try to sell them in the cold winter, when no one is thinking about a summer kit yet. However, we can post articles on the types of tread, product comparisons of different brands, information about models entering the market or even more general automotive entries. Before the season, it is worthwhile to step up activities, focusing on more current content, with phrases such as “summer tires for 2021” or “best tires for 2021”.

Ads on Google and social media – a way to get attention quickly

In the case of temporary trends, we do not have the luxury to prepare an action strategy and build a position in the search engine in advance. Marketing in seasonal industries does not apply here in the classic sense. Instead, you should act quickly so as not to miss the moment of the greatest interest of the recipients, which is why the best methods of promotion that bring the effect almost immediately. Such methods are advertising campaigns conducted in Google Ads.

Depending on the type of service or product we offer, we may decide to advertise in the search engine itself, a product campaign, banners on the websites of Google advertising partners, or even a combination of these formats. It is also worth using remarketing, i.e. tracking with advertisements those users who have previously contacted our website. Thanks to this, our products / services will be immediately visible to potential customers. This type of marketing activity is also helpful in small and large seasons – then only as one of the ways to gain the attention of recipients. Google Ads ads allow us to reach a large group of people who are initially interested in the offer, as indicated by the phrases they searched for or simply collected data on their behavior on the Internet.

As with most cases, however, there is a catch here. Getting your ads up and running in Google Ads is not a difficult task, but optimizing them is more of a trick. Poorly set ads will burn your budget and will not bring you the expected profit, and may even end in a loss. So before creating a campaign in Google Ads, consider carefully the types of keyword matches, including negative keywords, locations, ad text and extensions, and web times. And when your ad starts showing, it’s a good idea to check it every day and, if necessary, modify your bids or slightly change the basic settings to achieve better results.

Attractive lures for recipients

The question remains, however, what could be found in these ads to attract the attention of potential customers. Of course, a frequently used and popular method is to inform about promotions, post-season sales or pre-season attractive prices. However, this is only one way to attract a client. Many studies on the border of psychology and behavioral economics show that few are as attractive to the consumer as free supplements. What can you offer your customers as a bonus? Of course, the free delivery of the product comes to the fore. In our messages, we can tempt recipients with free delivery, regardless of the value of the purchase, but for a short period of time, because a time-limited offer better mobilizes the customer to make a decision.

However, you can offer your audience something completely different. Returning to the example with tires – if we run a stationary point, it will be a good idea to offer a free tire change when buying a set of tires – then the customer will have the feeling that we have not only serviced it comprehensively, but also saved him the trouble, so there is a good chance that he will remember our company for the next season. The hotel, on the other hand, can offer a free breakfast, free treatment in the hotel spa or a free stay for a child if the stay is long enough. These are bonuses that do not cost us much and can significantly affect the brand image – and thus future profits. Of course, the bonuses can be completely different, the key is to discover what the needs of our target group are.

Ready to prepare marketing in seasonal industries?

Let us assume that you have created a text whose thesis or proposition is the sentence, It’s worth writing straightforwardly. Now it is necessary to justify this point of view in order to convince the recipient to it. The combination of convincing with justification is nothing more than argumentation.

Because, what is worth emphasizing, there is also persuasion without justification. You act under its influence if you choose a floor cleaner just because its brand is known, or if you go to a movie where all your friends were present, or drink blackcurrant juice when you have a cold, because it was considered effective in your family home. When you follow an example or herd instinct, you usually do not need justification and thus argumentation.

Thus, whether we are dealing with argumentation is determined by the justification. It also has its other side. When you argue in favor of a thesis, you indicate that it is not obvious and must be justified. So it is worth considering whether argumentation is always necessary.

How to build arguments

The argument consists of:
– premises that justify the thesis,
– thesis, i.e. the conclusion.

It is structured as follows: Because premise 1, premise 2, … .., therefore the conclusion, e.g. because the human foot was formed while walking barefoot, and the feet of young children are just developing, therefore footwear should give children’s feet such an opportunity to develop, as if they were walking barefoot.

Of course, the argument need not be worded because, then, though, such transitions increase the effectiveness of suggestion and facilitate acceptance.

Without transitions, the argument would go like this: A person’s foot was formed when walking barefoot. Little children’s feet are just developing. Footwear should therefore give children’s feet the opportunity to develop as if they were walking barefoot.

Let us have a look at the fluency of the arguments as presented by J. Iwaszkiewicz: There is an author behind the book. So his writing is always a letter to the reader. We usually write letters to friends. The book is the author’s letter to a friend.

If the recipient accepts that sentence A is true, he must also admit that sentence B is true. Sentence A is the basis for accepting sentence B. And so on. This reliable way of inference can take the following form, for example:
– Premise 1: Food without preservatives is healthy.
– Premise 2: Juice X contains no preservatives.
– Conclusion: Juice X is healthy.

Both premises have one term in common (preservatives), each term of the application is included in one premise (healthy – in the first, juice x – in the second). This is how a syllogism arises. The greater premise contains a general truth, the smaller one – a detailed one, the conclusion follows logically from two premises.

When I say that Juice X does not contain preservatives, so it is healthy, I will ignore the first premise (Food without preservatives is healthy), because I will take it for granted. This is how an entymemma is created.

An entymemma can also refute a theorem, and in this role it has even greater power. In the inference Adam could not have committed the crime, I have known him since he was a child, the premise Adam is good by nature was hidden.

However, breaking arguments in an advertisement is dangerous. Now, when we fight a claim, we emphasize, as Perelman writes, that it has “sufficient strength that we must go to the trouble of resisting it.” It will be more advantageous not to invoke counter arguments unnecessarily. “Otherwise, we most often risk enhancing their meaning and presence.” – explains Perelman.

Aristotle attached great importance to enthymmas. However, he emphasized that they should be intertwined with the argument from time to time. In too high a density, they will hurt each other. “For simultaneous movements deny each other: they either destroy completely or weaken one another.” – he explains, and it is a universal truth about language. Entymems will not help to evoke emotion either, because “either the emotion will vanish or the enthem will be used in vain.”

Take care of the recipient’s favor

So what you need to care about the most is the favor of the recipient. Nowadays, it is straightforwardly said that effective arguments are those that are tailored to the audience. Therefore, the starting point should be the theses recognized earlier by those to whom we address.

This is why Aristotle advised: “When speaking, we must always pay attention to whether our audience has the same understanding as we are talking about. For it is likely that such things are easier for them to believe. “

When preparing the argument, we must first of all take care of being favorable to the premises. If we take a point of view that is denied by the audience, we will be mistaken.

The premises may concern reality (Mastering a foreign language is not innate) and desirable things (the way to master a foreign language is systematic).

Even a seemingly obvious rule, such as: If you learn 10 new words every day, improve your knowledge of a foreign language, you may not gain the favor of recipients who say that efficient use of a foreign language is the result of inborn talent.

In what order to present the arguments

First of all: should the argument follow the thesis or lead to it? Cicero claimed that when we want to convince the audience, the first order will work, when we move – the second.

In this series, I propose to present the main idea at the beginning. This approach will be useful in both advertising and expert text, and above all, it is consistent with the knowledge about how we read from the screen. In an online article, the passages above have a greater chance of being noticed, read and remembered.

And in what order are the arguments arranged? The rhetoric theorists distinguished ascending, descending and Nestorian order.

If your audience is interested and sympathetic, you can afford to argue from the weakest to the strongest. The ascending order gives the author a certain comfort. When the recipient accepts weaker arguments, he will become more open to accepting stronger ones.

In the case of indifferent and reluctant recipients, a falling order is better. You start with the strongest arguments. If the strongest argument is accepted, so are the weaker ones.

However, both orders have their weaknesses, which Perelman pointed out. “The weakness of the ascending order is that, starting with the weakest arguments, it discourages the [speaker] audience, it damages its prestige and badly affects the attention given to its speech. The descending order, ending the speech with the weakest arguments, makes a bad impression on the audience, usually the only one that they will remember. ” – explains the author.

The compromise ensures the Nestorian order. This honorable name comes from Nestor, who in the Iliad arranged the military ranks so that the strongest were at the head and at the rear, and the weakest in the middle.

This system intuitively created by the ancients has been confirmed by research into the primacy and freshness effects. What is at the beginning of the text has a chance to be permanently remembered by the reader, while what at the end may have a short but strong impact on him. The effect of freshness appears right after reading the content and does not last long.

How to compose a whole

Bert Decker advises you to first write down each idea on a separate piece of paper. Then analyze the ideas, discard some of the ideas, and categorize the rest with a title. According to the classic rule, 3 key points should be added to the final version. Each of them should contain 3 sub-points (arguments).

Below I will present a diagram of such an argumentation that could support a point of view: It’s worth writing simply. I used the Nestorian order, i.e. I started and ended with stronger key points.

Key point 1: Reading from the screen
– On the Internet, the reader is task-oriented and wants to complete the task quickly and effectively.
– When reading from the screen, the appearance of the text is as important as its content, and the short words and sentences, characteristic of a simple style, are easier to catch the eye.
– When reading from a small screen, the memory is overloaded and the pace of reading difficult texts drops significantly.

Key point 2: Brand language
– Language expresses the personality of the brand. Especially the service feeling is mainly based on language.
– The formal style is intimidating, it blows cold from it and these feelings translate into the perception of the brand.
– Written communication becomes more informal. This is one of the main directions of modern language development.

Key point 3: Good impression
– Simple language makes us sound more intelligent.
– We overly complicate the statement when we want to hide uncertainty.
– What you say or write will make more sense to others if they understand more. They recognize that because you express yourself clearly, you can think so too.

Internet advertising – what is it all about?

The Internet is now basically a separate world that functions alongside the real world. Due to its vastness and diversity, it is more and more difficult to exist in it in a completely natural way. That is why Internet advertising is so important, as it allows many companies to mark their presence and gain customers. There are many ways to promote online, and it’s not an easy nut to crack – especially for newbies. Also, specialists in this area must constantly learn, because virtual space is changing very dynamically – what only yesterday was very effective, today can be counterproductive.

There are many advertising channels and methods used on the Internet. The most popular are:
– SEO,
– Google Ads campaigns: sponsored links, product campaigns,
– campaigns in social media (e.g. Facebook, Instagram),
– YouTube video campaigns,
– banner campaigns on Google Display Network,
– re marketing,
– e-mail campaigns,
– influencer marketing,
– publication of sponsored content,
– word of mouth marketing.

Of course, this is not all! New promotion channels are also constantly being created – incl. thanks to new websites or applications being created.

Basics of Internet advertising – settlement models

Internet advertising costs should be considered based on the applicable billing models. There are also a few of these. Most often they are imposed by a specific system and service. When buying an advertisement, the client should assess (or consult it with specialists) which billing model will be the most profitable for him. The most popular forms are:
– CPC – cost per click (or PPC – pay per click) including payment for each click on the advertisement (banner, link, etc.);
– CPM (cost per mile) – settlement for every 1000 ad impressions (regardless of conversion), used most often in the case of image campaigns;
– CPV (cost per view) for payment for each display of an advertisement, used primarily on YouTube and similar websites; payment is valid only when the user watches at least 30 sec. Ads (or all, if shorter);
– CPL (cost per lead) – settlement for each user registration or obtaining contact;
– CPA (cost per action) – settlement for specific actions performed by the user on the website, eg “liking” a post;
– CPS (cost per sale) – settlement based on the number of sales transactions finalized through advertising; characterized by high commissions.

As you can see, there are many different ways to calculate ad bids. For this reason, the price lists of various promotional channels differ significantly, and comparing the profitability of specific campaigns can be difficult, especially for a layman.

What else does the cost of advertising on the Internet depend on?

The method of settlement or the place and time of publication is only the tip of the iceberg when it comes to the cost of online advertising. It is worth remembering that in most cases campaign prices are set individually. Much depends on the selected channels, but also on the target group or area of operation and, of course, the cost of acquiring a customer that a given company can afford. One nail american company might say you can get customers for $ 0.2 and another for $ 1, and in both cases it can be a successful and profitable campaign.

Of course, the necessary advertising expenses will also depend on whether you decide to act alone or choose experts. The second option is of course more expensive, but it is worth remembering that it usually translates into much larger and faster noticeable profits – acting “blindly”, without the necessary knowledge and experience, it is very difficult to allocate the advertising budget to allow for the achievement of the intended goals and getting the max out of a given channel.

Internet advertising – start with positioning

Online advertising often means only paid links, banners and videos, but its real foundation is positioning. It is through SEO activities (search engine optimization – content optimization for search engines) that the brand image is built, and at the same time the traffic on the website is increased, gaining new customers. Search engine optimization requires months or even years of consistency and implementation of carefully designed strategies. This is one of the reasons why it is often overlooked or regarded as the least effective form of advertising. In fact, quite the opposite is true – it is SEO that produces the most distinct and, above all, lasting results. However, you have to wait for the effects. Of course, keep in mind that SEO is not justified in all cases – if you operate in a competitive industry and you do not have the budget enough, you may just waste money – which is why it is so important to consult specialists who will assess which channel has the greatest make sense in terms of budget and industry.

You can carry out SEO activities on your own – there is no shortage of literature or courses on this subject. It is worth knowing, however, that the best results are achieved by professionally prepared and implemented plans. How much does it cost to work with an SEO agency? From several hundred dollars a month to even several or tens of thousands of dollars. As a rule, however, most companies’ SEO budgets are between $ 2,000 and $ 10,000.

Google Ads, the most popular form of advertising on the Internet

When talking about online advertising, many people mean Google Ads campaigns (formerly Google AdWords). This is the most obvious and at the same time quite complex form of promotion, which when properly applied can also be extremely effective. The most common is the so-called sponsored links – these are CPC text ads visible above the search results of specific terms (keywords) or in the lower parts of the page.

Prices for advertising in Google Ads are based on auctions. This means that individual companies that want to advertise on the same keyword determine how much they are willing to pay for a click on a sponsored link (maximum CPC bid). On this basis, the positions of links in the search results are determined. The cost of advertising is therefore inextricably linked to competition in a given industry and the advertising budgets of individual companies conducting similar activities. Google provides an approximate rate for placing a link at the top of the page, as well as the competitiveness of a given phrase. Specific? It happens that the CPC will be a few cents. Sometimes it is several dozen dollars. It all depends on the area where you want to promote yourself.

Diversifying the cost of your Ads ads is one of the reasons why running a profitable campaign is not easy. It is best to trust professionals in this matter who will distribute your budget in a way that allows you to obtain optimal results.

How much does online advertising cost – Google product campaigns

Google Ads also offers Product Listing Ads – PLA for online stores. In this case, a specific product and its price appear above the search results instead of a separate link to the page. The costs per click are then noticeably lower – on average they range from tens of cents to several dollars – although their amount also depends on the promoted products and competitiveness in this area. It is also worth remembering that product advertising is quite narrow, so promoting the entire assortment can cost you quite a lot. Therefore, it is recommended to start with individual categories in this regard.

Image advertising on Google Display Network

Google Display Network is a tool that allows you to reach new recipients with your message. Campaigns conducted within this network allow you to place banners, films or multimedia content on websites that meet the criteria specified by the ordering party. In this case, the cost per click is usually a few or several dozen cents. This type of advertising is considered less effective, but it works well, for example, in image and reach campaigns.

Remarketing – Another type of image ad

Remarketing is a more effective and at the same time more popular form of display advertising. It consists in displaying advertising content (usually banners) to people who have previously visited your website or, for example, have visited your store but have not made purchases. Such promotion allows you to remind potential customers about the offer that has already aroused their interest and often allows you to protect yourself from losing them to the competition. Remarketing campaigns are also billed based on clicks. CPC is on average a few dozen cents. Importantly, these types of ads are divided into two types:

– static – the same banner for all recipients,
– dynamic – banner content based on products or categories viewed by a given user.

As part of remarketing activities, you can also reach people with ads who, for example, watched videos from your YouTube channel or visited your website, and then searched for further information on Google. The type of activities carried out can therefore be adapted to very specific needs, which affects the profitability of this solution, as long as it is, of course, wisely implemented.

Ads on social media

Another popular channel for advertising is Facebook. The largest social network in the world offers many paid promotional solutions. The most common choice is promoting posts. Thanks to this, specific content can reach a much wider audience. The promotion of posts generates much greater reach and makes more people reach your Facebook profile, and often also your website. The cost of such ads can be calculated based on the number of impressions (on average a few dollars per 1000) or clicks on a link (on average from 1 to several dollars, not counting very competitive industries).

Facebook also allows you to set targeted ads for gaining new “fans” of a specific profile. In this case, you have to pay from several tens of cents to several dollars for each new liking of the page. Costs vary, among others depending on the target group established.

Similar advertising mechanisms are also offered by Instagram, which belongs to the Facebook empire, but the promotion is slightly cheaper there.

YouTube Ads

YouTube is a very popular advertising channel recently. The huge number of users who use the website every day is certainly noteworthy. This is the best place to post your video content – but remember that it doesn’t have to be long or complicated. Advertisers have the option of using a variety of video ad formats. The most popular are the so-called TrueView In Stream ads displayed before, after or during video playback. These are longer format clips that can be skipped by the user after 5 seconds. Payment is in CPV format, and only applies to impressions of at least 30 seconds of ad (or all of the ad, if longer). The cost in this case is on average a few cents per view.

The so-called Bumper Ads – short, several seconds long ads that cannot be missed. They are billed in the CPM format. Typically, the cost of 1,000 impressions ranges from a few to several dollars. However, there are many more possibilities for advertising on YouTube!

Advertising on the Internet – is it worth it?

As you can easily guess, the best results are achieved by Internet advertising carried out through multiple channels simultaneously with a well-thought-out positioning strategy. Activities can be carried out both on a small scale, which is most often used by local companies, and very widely. Their cost depends largely on the range, but also on the competitiveness in a given industry or target group. So how much does online advertising cost? It depends, of course. A small company can run effective operations for as little as several hundred dollars a month, while large stores or corporations often have advertising budgets of tens of thousands of dollars. Is it worth it? Without a doubt! However, remember that if you want to advertise effectively, it is worth trusting professionals.

Video content is the future

In recent years, there has been a lot of talk about content marketing and its great importance in promoting brands, products or services. Many people equate the term primarily with text material, but the reality is that video and audio files are increasingly important – especially YouTube videos and podcasts. This is how more and more people most readily absorb information. Hence, the optimal environment for advertising is also changing. Today, more and more companies are taking advantage of paid content on YouTube – including small and local businesses. Reason? It is simply a very effective promotion channel. What’s more, YouTube, thanks to its advertising policy, makes it possible to publish even without a large budget.

Advantages of advertising on YouTube

The portal has enormous power, it is used by over 90% of Internet users. Advertising via YouTube is more and more often described as more effective than television advertising, especially as it allows you to target the message only to specific recipients. What are the main advantages of promotion on the site?

– Broad coverage – the already mentioned over 90% of Internet users who may find your ad! The website has overtaken Facebook when it comes to the popularity of social media and is increasingly serving as a search engine for users. Thanks to this, the advertisement can have a really wide range of impact. It is also an ideal place to reach young people in the 18-34 age group, who most willingly spend their time using YouTube.
– The ability to precisely define the target – this is something that makes many methods of Internet advertising much more effective than spots published on TV or e.g. billboards on the streets. You can precisely select the viewer profile to which your video will end up. YouTube provides criteria such as age, place of residence or interests. Also, your ad may only appear on videos from certain creators or in a specific category. It also supports remarketing activities – the spot can reach people who have previously visited the advertiser’s channel or website.
– Effect control – in the case of many types of advertising, it is impossible to check how many people actually reached. By acting on YouTube, you can get detailed analytical reports showing how many people watched your ad and how many of them interacted with your business through it. This is extremely valuable information that helps to refine the promotional message and check the return on investment in marketing. Affordable prices – despite many advantages, publishing a spot on YouTube is still much cheaper than on TV. In addition, in this case, you only pay for the actual impressions of the ad, and not for the mere placement of the ad before or during the video. This makes it possible to get much better promotion results.
– Possibility to share – a creative, surprising, funny, touching and interesting advertising film can work for you for a long time, even after the end of the paid promotion. It can be shared just like any other YouTube content. This in turn allows you to reach even more people. That’s why it’s worth creating ads that engage the viewer!

Types of YouTube Ads

YouTube allows advertisers to use several methods of displaying their content. The selected type of promotion affects its visibility as well as the price. It is worth knowing all the possibilities to choose the right one for the character and goals of a given campaign. There are:

– display ads – standard banners, on YouTube displayed under the video or on its right side; do not interfere with video playback, which increases the chance of clicking;
– advertising overlays – displayed on the watched movie, have a graphic or text form; they take up about 20% of the area of ​​the window in which the film is displayed and can be turned off at any time
– TrueView In-Stream – a negligible advertisement displayed before, during or after the video; attractive due to the pricing model – if a viewer skips the ad, there is no fee for the impression;
– In-stream advertising without the possibility of skipping – lasting from 15 to 30 seconds, usually less perceived by Internet users;
– ads in cutscenes (Bumper Ads) – cannot be skipped, lasts about 6 seconds; usually shown before the movie, sometimes also during and after the movie;
– mid-movie ads – may or may not be negligible; are published only in films longer than 15 minutes;
– sponsored cards – shown in the movie viewing window; they most often present film-related products, allowing the viewer to expand the card.

What to choose? Much depends on the type of content presented, but also on your budget. In the case of using longer, negligible spots, it is necessary to ensure that their first few seconds encourage the recipient and present a specific message. Interesting advertising will certainly help you get much better results, so it is worth taking care of its careful planning and implementation.

How much does advertising on Youtube cost?

Many advertising formats have different billing models. The most commonly used is Cost Per View (CPV) – you pay for each ad impression in full (or at least 30 seconds, if longer). In image campaigns, Cost Per Mile (for every thousand views) is also sometimes used – primarily in relation to non-negligible TrueView and Bumper Ads videos. In the case of ads that are primarily aimed at encouraging the viewer to interact, the CPI (Cost per Interaction) model is used – fees for each click resulting in a redirect. Importantly, YouTube allows you to adjust the billing model to the advertiser’s needs. Therefore, with specific types of paid promotion, it is possible to use the selected scheme. As you can see, however, the answer to the question of how much does advertising on Youtube cost is not obvious and unambiguous.

So how much does advertising on YouTube cost? The good news is, as much as you choose to pay for it. The advertiser can set the budget himself. How much do you have to invest to make it pay off? Here the answer is much more difficult. It all depends on the type, model and target of the campaign. It is worth noting, however, that advertisers are often positively surprised by the relatively affordable costs of publishing on YouTube. It’s hard to look for specific numbers – even on the website itself – without providing specific data, but you can assume that a single ad impression costs about $ 0.01 – $ 0.3. Considering that most billing models are based on real impressions, that is, you don’t have to pay for missed spots, this is a very good result. It is also worth remembering that thanks to precise targeting, the ad can go exactly where you want, which further increases its effectiveness.

Effective advertising on YouTube – choose your target carefully!

The effectiveness of any ad depends on who it will be shown to. As an advertiser, you want it to reach your target group – people who should potentially be interested in a given product or service. Therefore, the return on investment in the promotion depends on precise targeting. In the case of YouTube, the whole machine works similarly to Google Ads campaigns. However, your ads can be targeted even more precisely. What criteria can be considered?

Demography
This is the basic criterion by which you can significantly narrow down the audience of your ad. There are specific age ranges to choose from, identical to those proposed by Google (18-24; 25-34; 35-44; 45-54; 55-64; 65+), as well as an interesting “unknown” category including both users under 18 life, as well as other people who have not been classified into any age category. It also appears when choosing the target gender (of course, next to women and men). In addition, you can decide on the parental status of your ad audience or your household income.

Geotargeting
Geotargeting is an important category, especially for local businesses. Thanks to the precision of Google Maps, you can only direct your promotional message to YouTube users located in a specific area or at a specific distance from a point designated on the map. You can also exclude specific locations from targeting, which creates a very wide range of precise messages.

User information (interests)
Thanks to the information collected by Google, it is possible to create a profile of the user’s interests. Thus, you can only target your ads to people who have visited websites on a specific topic or watched videos devoted to it. The frequency and intensity of interactions with a given topic are taken into account in order to obtain the most reliable data. There are many categories available to cover various areas of life. It is also possible to select a more specific, narrow group of recipients in which, for example, there has been a significant change recently (e.g. wedding, moving house, graduation, etc.). Google also divides into market audiences (people who are in the purchasing process and focused on searching for information about specific services and products) and non-standard recipients with similar intentions who actively search for information on the Internet using a search engine. This allows you to determine the most current interests of users.

YouTube video themes
YouTube videos are divided into thematic categories. This makes it easy for you to assign your ads to a specific topic. It is an easy way to reach users interested in specific issues, regardless of their age, gender or other behavior on the Internet.

Keywords
The ad can also be placed on videos whose titles or descriptions contain specific keywords.

Remarketing
Remarketing is a very popular and effective form of promotion consisting in displaying advertising content to users who have already expressed interest in the company’s offer (e.g. visited its website). Thanks to data integration with Google, remarketing is also possible for advertising on YouTube. It gives the opportunity to reach e.g. to people who watched a specific video or subscribed to a specific channel.

Extensive targeting options affect the effectiveness of YouTube ads, and thus also their profitability. A wide range of options allows you to reach every target group, regardless of the device on which the website is used. Ads are displayed on the YouTube website, in the mobile application, as well as in applications on game consoles and Smart TV.

Is YouTube advertising right for you?

Is it worth being interested in the advertising possibilities of the most popular streaming service? Of course! Among other things, thanks to precise targeting, it is a solution for both large and small companies, including local ones. Precise definition of the target group allows you to reach only people interested in a given topic, and at the same time reduce the costs of the campaign. If you want to reach a very wide audience, it is also worth betting on YouTube – after all, it is used by over 90% of Internet users!

Advertising on this site can be particularly beneficial for new brands that want to increase their recognition, as well as for completely new products. Presenting your business as a movie can also be a great idea when it comes to innovation, hard-to-understand mechanisms of action, or business models. In fact, anyone can benefit from the promotion on YouTube.

What is Pinterest?

Pinterest is a website that was created out of the need to apply the idea of a cork board in a virtual space. Its name is a combination of two words: “pin” and “interest”. It was supposed to be a catalog of visual inspirations, a place where you can collect ideas and images encountered on the web and group them on virtual “boards” according to the selected topic. The platform contains certain elements of a social networking site. For example, you can follow other users’ activities and view their public boards.

Despite its long activity (Pinterest was established in 2010) and visible growth (in May 2020 it was used by over 367 million users), the website did not change its basic profile. Over the years, only more features have been added to make it easier to gather inspiration and share it with others. In 2018, it was possible to sharing and storing video clips of any length. Today, Pinterest is also referred to as a visual search engine. It enables, among others search your database based on photos or their fragments, as well as existing “pins”, i.e. inspirations saved by users (images, articles, posts, videos, etc.).

Promotion on Pinterest – get to know your audience

Before you learn how and why to promote your business on Pinterest, it is worth taking a look at the demographics of website users, as well as their habits and preferences. Sources say that the website mainly targets women. According to data from July 2020, as many as 76% of its users were ladies. In addition, the website itself reports that in the United States, Pinterest is used by as many as 8 out of 10 women aged 18 to 64 who have children. The median age for all users is 40 years, but most active users are younger.

The website carefully analyzes the content provided by users and on this basis prepares annual trend reports and other publications aimed at, among others help brands promote more effectively. He also orders research to understand the behavior of “pinners”. The data obtained in this way shows that:

– 85% of portal users say that they use it first when they want to start a new project,
– 98% admit that they tried the ideas found on the website,
89% agree that they use the website as an inspiration for their purchases, and 90% agree that it helps them decide what to buy,
– 70% discover new products thanks to Pinterest, and 72% say that the website inspires them to buy, even if they do not have them planned,
– 66% of users bought a product after viewing a brand’s pins.

In addition, as many as 9 out of 10 users associate Pinterest with a positive message. Most users enter the portal to take a break, seek inspiration for positive changes and get in good mood.

Pinterest in business promotion – is it profitable?

Pinterest is definitely an interesting place on the web. Its users are creative, motivated and actively looking for ways to improve their lives or try out new things. Doesn’t that sound like the perfect clientele for your business? In addition, the website is a great place to maintain relationships, and according to modern marketing principles, they are the most important for increasing sales. It is a great tool for implementing long-term strategies and building a community around the brand. Especially that the average “lifetime” of posts on the site is calculated in months. This is because it is used to make plans, often far-reaching. Meanwhile, other social networks, such as Facebook, Twitter and Instagram, focus more on “here and now” or even on the past. This makes the posts placed in them quickly forgotten.

According to the statistics given above, the platform should be of particular interest to companies that target young women, and in particular mothers. However, there are also ways to get great results with products and services that have a different target audience. Much depends on the adopted communication strategy.

Drive traffic to your website with Pinterest actions

The research cited above shows, among other things, that Pinterest is the most effective in directing Internet traffic to store pages from all social platforms – about 33% more effective than Facebook and as much as 200% more effective than Twitter. The additional traffic to your site means more customers who may want to use the services. All this means that it is increasingly used for promotion. American brands are in the lead in this respect, but they are not only large corporations. Smaller businessmen are also eager to use the website. There is also nothing to prevent companies from using its potential! There are many indications that it may simply pay off.

Pinterest for business – how to start?

What does it take to start promoting on Pinterest? The first step is to create an account. It is worth noting that the portal allows you to create two types of accounts: personal or business. Business users have access to much more tools that enable effective promotion – incl. statistics, analyzes, methods to promote posts. They can also make it easier for other users to get to their website via a direct link. Therefore, it is the only right choice for anyone who wants to advertise their business. The website regulations say that an account created for commercial purposes should be marked as business. You can also convert your personal account into it – just look at the settings.

After signing up for your account, you can start adding pins immediately. However, it is worthwhile to think carefully about your strategy first and analyze the target group and its activities on the website. It’s also good to spend some time observing the website and its customs – especially if you haven’t had any contact with it before. Don’t forget that your Pinterest account can be linked to other platforms such as Facebook, Instagram, Youtube. This will make it easier to build consistent communication and help you reach more people with your posts. It is also worth remembering that the website allows you to publish not only photos, but also infographics or video files. In turn, this will help you diversify your content and create more diverse boards that can grab the attention of many people.

How do I connect my Pinterest account to an online store?

If you run an online store, company website, or even a blog, it is worth remembering about an additional step that will help you “start” your business on the portal faster. This is linking your Pinterest account to the website. This can be done in two ways:
– adding a “follow us on Pinterest” button to a website or blog;
– adding the “Pin it” plugin to product pages in the store – thanks to this, people visiting it will be able to easily add products of interest to them to their boards.

It is a good idea to use both methods and install the “Pin it” plugin in your web browser. Thanks to it, you will be able to quickly create pins from visual content on the web.

Promotion on Pinterest – what to remember?

Once you have your goal, initial strategy, and timing of your posts, you can start building your boards. Website users are usually actively looking for new ideas, so as long as you are able to offer them something interesting, you should not complain about the lack of interest. There are also a few rules to keep in mind.

Make sure that:
– treat the company Pinterest as a business card – carefully select the pins placed on the boards and take care of a consistent, specific message;
– the published content was of high quality – it is mainly about technical quality, i.e. photos, graphics and films in high definition and presenting a professional appearance;
– do not forget about branding – it is worth placing your logo wherever possible (but not in an intrusive way);
– post not only photos, but also important information – if you publish pins with your products, always include the most important information about them in the description (including the price!) or use a paid tool that will add this type of information for you;
– use keywords – more and more users treat the website as a search engine, so their proper selection is very important;
– do not avoid contact with other users – it is worth responding to comments and reacting to other user activities, e.g. pinning your pin or following the account;
– do not spam – too intensive activity and pushy promotion of your products will not be appreciated;
– create your own unique style – a consistent message with an idea is something that Pinterest users love and that will definitely make a good impression;
– publish various, interesting content – the photos of the products themselves can be unnoticed, so remember to create a story around them with inspirational pins that will help website users identify with the brand.

Also, do not forget about using the tools that are available to business account holders. The statistics and analytical tools available on the portal can help you a lot in increasing the effectiveness of your activities.

How to read Pinterest statistics?

Pinterest statistics are available at this address. For business account holders, they are a great source of information to help you improve your brand message. It’s good to know how to interpret them in order to use them to your advantage. Here are four basic measures to help you manage your account more effectively.

Range
Reach metrics tell you how many people see your posts – daily and monthly. In this section, you can obtain data on the views of pins published by your account. This allows you to recognize which content is the most popular and drive traffic to your profile.

Pins from your website
Business account users who link to their website can also check how many pins have been created from it. This data allows you to see how many people liked your products so much that they wanted to save them on their boards. You can also check which of these pins are doing best, for example in terms of impressions or engagement. The same data is available for the pins created by you. This provides you with loads of important information to help you create new content.

Save from your side
Savings, also known as surges, allow you to get more views. It’s a good idea to check if subscriptions are coming from your site and consider what you can do to get more of them.

Clicks
This is a very important statistic that tells you how many people came to your site through Pinterest posts. This is usually the main goal of companies operating on this platform. It is worth taking a look at which pins are the most popular and use them as a determinant for creating new ones.

Is Pinterest for you?

Pinterest can be a great platform to promote your online content and your business and offerings. It is not a complicated service, and at the same time provides many useful solutions for business. In addition to statistics, for example, paid ads that can bring excellent results, as well as the so-called. extended pins for the publication of more extensive content. All this means that the possibilities of using the website are very wide.

Effective website

An effective website allows you to achieve the intended goals, and thus – also profits. Creating such a website requires a lot of work, focused not only on the correct coding of the website, but also on adapting it to the user or the requirements of internet search engines. Each of these elements undergoes many changes – in a given period, users will focus their attention on some subpages, and a few months later – on others. The same applies to the rules governing search engines.

Analytics allows you to effectively catch places where traffic is higher or where it drops. By locating these “hot spots” you can improve them and increase the chances of conversion. Correct counting of conversions in Google Analytics also makes it easier to determine the level of fulfillment of a given goal and to mark its measurability.

Goal types in Google Analytics

In internet marketing, “goal” is quite a broad word. Underneath it, however, there are more specific slogans, characteristic of different types of websites. No wonder – in fact, the goals related to the operation of the online store will be different than those on which the blogging activity focuses.

In Google Analytics, the goal is the performance of an action, i.e. conversion. Actions can include going to a specific page, spending a certain amount of time on it, displaying a specific screen or performing the desired action.

Target – The goal is for the user to reach a specific URL, such as “thank you page”. The target related to a given URL facilitates the analysis of data related to free bonuses or trial accounts, filling out a form or subscribing to a mailing list. These types of targets are also used to count transactions.

Duration – amount of time spent on the website. This goal allows you to analyze the involvement of users on the website and is often set on pages such as support or FAQ. The target allows you to study two groups of users – those who stay on the site longer than the time set for the purpose and those who quit faster from being at a given URL.

Pages / screens per session – this goal allows you to check how many subpages the user saw during a single visit to the site.

Events – specific interaction with the website, eg clicking the “download” button, turning on the video. Before setting the goal, it is necessary to define the event.

Are you looking for other solutions? Smart Goals are based on a traffic analysis performed by a machine learning algorithm that finds the events most likely to convert. The algorithm evaluates the session and assigns an intelligent target to those it deems “best”.

Not only one goal

Analytics allows you to set multiple goals for one website. Thanks to this, we can observe user behavior on many subpages, each of which plays a different role.

Each of the goals can have a specific value – expressed in the currency you use. Based on the number of goals achieved and the related transactions, it is possible to determine the value of each conversion. Example: Every 10th contact from the site ends up selling about $ 100. The value of one conversion – contact via the website – can be estimated at about $ 20.

If it is difficult to specify the specific amounts assigned to a given conversion, the value may play a different role – the weight of the given goal. Their value will depend on how important they are for a given business – the more important higher value can be assigned, and the less – lower.

The goals set in Analytics can also be used in Google Ads.

Correct counting of conversions in Google Analytics

Correctly setting goals and using the information they provide allows you to evaluate the effectiveness of the website and marketing activities. Unfortunately, the collected data is not always correct. Errors can have several causes:

A. Incorrect tag configuration – some errors related to data collection result from incorrect tag placement, eg pasting it in the wrong place. The use of an incorrect tag can also cause problems. Some of the problems are due to our inattention or “printing imps”, which sometimes happen when we paste code from a text document. Formatting is implemented in your documents that may cause changes to the code syntax – for example by removing or adding extra spaces – autocorrect has different priorities than keeping the tracking code valid. You can also use the old GA code as a misconfiguration, which is still present on some sites. It is worth using Google’s recommendations and switching to new products suggested by them, which usually bring greater possibilities in the field of website control and analysis.

B. Errors also happen during the configuration of the Tag Manager – Here, the problems are mainly due to incorrect settings of the Exclude / Include filters, the assumption of which is to screen out information about unwanted data in the visit statistics. Too rigorous use of any of the filters can cause problems with proper data collection. Among other common problems with gtag.js, there is no container published (the publishing process is longer, the latest changes may not be available immediately) or problems with handling too large HTTP requests.

C. Using another account – the tracking code is associated with a specific account – in the case of incorrect data, it is worth checking if we are trying to analyze from an account that is not connected to GA.

D. Custom Code Placement – Analytics code should be in the <head> section of the web page. In the case of niche CMSs or less popular plugins for pasting external codes, the final localization may deviate from Google’s guidelines and as a result may not work properly. It is worth taking advantage of the possibility of pasting the code directly into the website template or using proven plugins.

E. Incomplete conversion data may be caused by the lack of code on all subpages within the domain. You can catch missing subpages.

F. Lack of internal filters – clicking on your website or shop may disrupt the statistics – eliminating internal traffic will allow you to obtain information about conversions that will be more reliable.

G. Inaccurate setting of the goal – the conversion is counted at the moment of achieving the goal, however, incorrect setting of the final moment means that it is not valuable, and the intended goal has not been met. Example – the purpose is to send a form, but the code is placed on the “Contact” tab and as a result, the conversion is counted at the moment of entering this subpage. The form is not sent, and the data collected by the tool does not reflect the number of actually sent forms. Putting the code in the right place – for example on the send button, and even better – on the “thank you” page, displaying information about the correct sending of the message, will allow you to collect real data.

Errors that make it difficult to correctly count conversions in Google Analytics can be due to many reasons. Some of them are trivial, and thus – easy to identify and remove. More complicated cases may require changes to the page code – but it is worth investing the extra time and obtaining the correct data.

Objective settings should be checked from time to time and modified if necessary. It is also important to test your settings and proper billing of conversions, especially after making changes to the site, such as modifying URLs that were related to your goals.

Ecommerce Tracking

Tracking movements in online stores may be different to what happens on other types of sites. Analytics allows you to count transactions, their value, and so on. Controlling this data by an external application allows you to fill in “white spots” that may appear in reports from the store engine. In addition, combining this knowledge with other information about the page will allow you to spot the moments when sales are going the best and those where they drop sharply.

Correct conversion counting is the key to analyzing and planning further development of online stores. Google Analytics enables an in-depth analysis of user behavior and the choices they make. It also allows you to evaluate various sales channels and is invaluable when you need to make a decision to develop or eliminate one of them.

Ecommerce tracking should be included in your reports, and code should be placed within your website to collect more detailed data. Due to the more complicated structure of the code, its introduction will require cooperation with a programmer who will take care of its proper implementation. Next, in the Administration tab, in the appropriate data view, there is the E-commerce settings item, which you must enable and save your selection.

The data collected by e-commerce tracking is transaction and product specific.

Information about the transaction consists of a transaction identifier, which allows it to be counted only once per session (the lack of an identifier could result in the same transaction being counted multiple times, e.g. when reloading the thank you page by the user), affiliation – understood as the store where the transaction took place, revenues – transaction amount, delivery – delivery costs and tax.

The product in Google Analytics also has similar values – transaction ID, product name, SKU code (unique product code, assigned in the internal company database), the category in which the product is located, price and its quantity.

In addition to the transaction identifier, and in the case of the Product also its name, the rest of the parameters are collected optionally.

Standard reports can be used to analyze the data collected in e-commerce tracking:
– an overview, which is a general summary of the information collected,
– product effectiveness,
– sales effectiveness,
– transactions,
– time to buy.

E-commerce – data that sells

Extending the sales statistics with data from Google Analytics will allow you to adjust the sales method to the current trends and customer expectations. Detailed analysis of user behavior – incl. analysis of the time that elapses from entering the website for the first time until the moment of making a purchase may initiate the rebuilding of the store and the introduction of improvements that will help him make the final decision.

The online store has much more than just the shopping cart in which the transaction data is collected. Analytics allows you to observe customer behavior across the platform – e.g. checking articles in the blog section – e.g. which ultimately make the customer allow himself to buy a given product. Controlling traffic in the store also allows you to catch problems on the platform – e.g. bugs or places that, for unknown reasons, load slower, causing customer frustration and cart abandonment.

Comprehensive monitoring of activities also facilitates further planning of the strategy and selection of the most effective way to maintain and increase sales in the next period. Using the available tools, their correct implementation and data analysis allow for taking more effective actions that save time and money. Greater knowledge about the movement and steps of customers will allow you to choose more effective solutions, tailored to the needs of customers. Being ahead of the competition and reaching customers effectively also allows you to leave the competition far behind.

Correctly counting conversions in Google Analytics and using all available program options facilitates quick response to trends and changes in the market, which are a natural phenomenon in the case of E-commerce. The knowledge gathered by Analytics allows you to create Google Ads campaigns that sell.