Did you know that as many as 73% of Internet users in the world shop online? This result is 11 percentage points higher than in 2019. This is largely due to the pandemic, which in a way forced consumers to use online channels. Many of them, once tried, stayed longer. There is no wonder – online shopping is becoming more convenient and safer than visiting crowded shopping malls.

That’s why now is the best time to start your online store, especially since the e-commerce market is not saturated yet. However, in order for everything to function as expected, you need to know how to handle it in practice. Calmly. Although it may seem like a challenge at first – especially if you haven’t had much contact with the digital world – all you need is a bit of determination and an open mind to learn the basics and … learn how to run an online store.

How to set up an e-shop?

Before you start running an e-shop, you have to … set it up. What do you need to start? These are the elements that must be taken care of.

A. Business plan
The concept is absolutely fundamental. You need to know what you want to sell, to whom and in what model. For example, the e-shop, which is an extension of the stationary activity, will look different, and the dropshipping model will function differently (when the e-shop does not deal with the physical distribution of goods, and after completing the transaction, it transfers the order to the warehouse that is responsible for sending it to the customer).

At this stage, it is also worth developing:
– brand name – and check if it is already taken in the domain registry. Remember: short domains are the catchy ones. So it’s worth taking this into account when planning your store name. It must be easy for customers to remember;
– visual identification system – and therefore the logotype, fonts and colors to be associated with the brand. This information will come in handy when creating the landing page layout.

Of course, you should also define the budget that can be allocated to start an e-shop. It is worth being aware that the greater the number of products distributed and the more customers you plan to serve, the more advanced (and more expensive) technological solutions will become justified and needed.

B. Logistics
Before an online store starts to appear, it is necessary to specify exactly what the purchasing process will look like. Take care of:

– adequate stocks of products to be distributed,
– a place for their storage (you may need to rent a warehouse),
– completing business formalities (if necessary, setting up a business and a bank account to which payments from customers will flow),
– agreeing on the rules of cooperation with contractors,
– selecting payment methods made available to customers,
– selecting delivery methods.

At the beginning, you may be able to handle the e-shop on your own – especially since the first months will be a time of investment, and the time for profits is yet to come.

C. Technical facilities
These are all issues related to setting up an e-shop from the “digital” side. In this area, tasks such as:

– buying a domain, and therefore the address of an online store – it is also worth investing in related addresses to redirect from them to your e-store,
– selection of an e-commerce platform – you can choose from open-source WooCommerce platforms and a convenient (especially at the beginning) SaaS model, in which you buy a service package that suits your needs,
– choosing a hosting server (when the store is based on an open source platform, not on the SaaS model),
– ordering the design and implementation of an e-shop – so that its appearance is unique for the brand and legible for the customer, and the mechanics are intuitive and helpful to the buyer and you as the seller. It is best to entrust the task of preparing the layout and implementation to specialists who will make sure that everything works as expected.

D. Preparation of products
When your e-shop is ready, it’s time to fill it with products. So you will need:

– content – both on the website’s home page and category pages, as well as product descriptions,
– good product photos.

Do you sell goods from external producers? If so, you probably received promotional material from them. And while the use of product photos will be a good idea, when it comes to content … it is worth thinking about introducing unique ones as soon as possible. Why? Because copies from the manufacturer’s website can potentially reduce the SEO value of your website. And this will translate into poorer visibility and poorer positioning results.

Finally, you should also take care of legal issues – it will be necessary to draw up the store regulations. The e-shop will process customer data, therefore a safe management procedure must be developed. At this stage, it is worth consulting a lawyer or using the help of an e-shop operator. If you choose an e-commerce platform in the SaaS model, you can usually count on support and a rich package of tips in this regard.

Ready? Then you can start your shop.

How to run an e-shop?

Running an online store after fulfilling the basic obligations described above requires constant work to provide customers with the most comfortable shopping conditions. Remember that along with the demand for e-commerce services, their supply also grows. Therefore, to beat the competition, you simply have to be better than it.

What will influence the quality of customer service and the popularity of the website? There are also many elements to take care of.

A. Efficient current customer service
It is important that orders are sent to him at the agreed time, and the flow of information about the status of each of them – transparent. And in this regard, it is worth supporting yourself with appropriate software. It will largely automate the process of handling each order and, as a result, avoid mistakes and delays.

Efficient customer service also means quick response to incoming inquiries. This process can also be partially automated, e.g. with a chabot that will answer frequently asked questions.

B. Treating Customers Fairly
Reliability and honesty are features that are extremely appreciated by modern consumers. What to do to be seen in a positive light? First of all, it is very important to inform customers about the features of the offered products and their properties – promising stars from heaven will result in disappointing the buyer and a negative review.

Secondly, the way you deal with customer objections, complaints and returns is important. If there is any mistake on your part in the handling process, do not hesitate to apologize personally and offer the buyer, for example, a discount on subsequent purchases or a shopping voucher. This will erase any negative impression and build the image of the e-store.

C. Joining the Opinion Network
When looking for information about a given e-shop, customers very often refer to portals with opinions. Positive reviews in such a place strengthen the credibility of a given website and serve as “social proof” – the more there are, the greater the trust of new customers.

That is why it is worth encouraging customers to leave reviews on review portals – this can be done through mailing. For issuing a short review, it is worth offering the client an additional bonus, e.g. a discount code to be used during the next visit.

D. Brand
Remember that customers are more and more often prompted to buy not so much by the product itself as by what it communicates or what values are behind a given brand. You can shape it freely.

Marketing is important, that is, get noticed!

Good customer service that leads to more and more positive reviews is just one side of the coin. The second is the promotion of the website on the Web. Remember: your online store is not the only one on the web, but one of many. Therefore, you need to increase its visibility. Necessarily as part of a coherent marketing strategy, but implemented through several channels. What can you do to strengthen its position in search results on the one hand and increase conversion on the other?

Website optimization for SEO

Optimization and positioning of the website is the first important issue that should be taken care of. If you think about your business in long-term terms, then this issue is definitely worth looking at. In this aspect, elements such as:

– optimization of the website code and mechanisms of its operation – so that the website opens quickly, works without delays and barriers,
– content optimization and meta-content – again, let’s remind you about the unique content of products, but above all about the content on the category and subcategory pages, written in accordance with the SEO principles (including headings, keywords, bullets, and above all substantively!),
– website responsiveness – and therefore the possibility of using it also on mobile devices,
– good User Experience, i.e. a convenient store service mechanism that guides the customer through the entire purchasing process and … will make the user stay longer on the website,
– URL optimization – so that they contain keywords adequate to each of the categories and subcategories.

You have a very wide range of advertising tools to choose from. What to use? The most popular solutions are:

– Google Ads- including sponsored links that will appear in shopping suggestions after the user enters specific queries or product ads – that is, those mini photos with products and prices that you sometimes see next to or above the search results,
– remarketing advertising – banners displayed to recipients on various websites (both on the Google advertising network and, for example, on Facebook), referring to the products they saw during the previous visit to your store,
– advertising in social media – you can use, for example, various forms of promotion available on Facebook.

Also, do not forget about acquiring leads for the newsletter – it can become a good tool that will allow you to be in constant contact with customers and make them come back to your store from time to time. To subscribe to the newsletter, it is worth giving a benefit in the form of a discount code or free shipping at the entrance.

Image-building activities

It is good for your online store to have a fan page on Facebook and profiles on other social media relevant to your target group. For example, a shop with beauty or fashion products may appear on Instagram, and a shop operating on the B2B market, e.g. with spare parts for professional gastronomic devices – on LinkedIn.

Articles published on valuable external websites with linking to the e-shop can also be a good idea about the image and SEO potential. Larger online stores also increasingly cooperate with influencers. It’s also a good way to increase interest.

A lot of everything? On the one hand, yes, but on the other … in many cases you can use the help of experts. Professional support will allow you to automate many processes, including marketing ones, and thus – leave a lot of time for the development of your business.

Conversational marketing, what is it?

First, let’s correct what is conversational marketing also known as conversational commerce (or conversational commerce). In short, these are all activities focused on establishing contact with the customer and building a relationship with him, which is the basis of a modern approach to sales. It is a method of transferring to the digital ground the habits known mainly from smaller traditional shops, where the seller knows his customers, often greets them by name or puts away favorite products for them, and at the same time willingly engages in friendly chats and can advise on purchases.

Conversational marketing, however, is much more than talking freely with customers. It is a tool that provides both consumers and brands with a lot of benefits! At the same time, it is a more complicated process. The need to communicate with many people at the same time means that various methods of conversation automation and other helpful tools are used.

Tools used in conversational marketing

In order to support conversational marketing techniques, chatboxes and chatbots are primarily used, which allow you to automate many conversations and speed up answering customer questions. In addition, it is used:
– live chat located on the company’s website,
– messengers: Messenger, WhatsApp and other similar applications,
– e-mails,
– SMS,
– live broadcasts enabling dialogue with participants,
– video calls.

These are systems that significantly facilitate two-way communication. Their availability from the levels of various platforms is important. Thanks to this, the client can always get an answer to the question that bothers him. However, the multitude of these tools may also present some difficulties. One of them is the continuity of the conversation. When using multiple channels, it is difficult to maintain. Meanwhile, customers expect to be able to resume the conversation at any time and using the most convenient method at the moment. This is especially important in today’s times where the possibilities for physical interaction are limited. Therefore, it is necessary to use systems that will help in the integration and synchronization of conversations conducted in various channels. As a result, communication is much more effective and satisfactory for the consumer. This solution also improves the work of the customer service department, contributing to its greater efficiency. It is also worth noting that the aforementioned limitation of the possibilities of communication “face to face” means that more and more people appreciate the advantages of online tools. This, in turn, determines that the role of conversational marketing will probably increase in the near future.

Conversational Marketing – How Does It Work?

How to use conversational marketing in practice? In order for it to be effective, it is not enough to launch the company’s Messenger and add live chat functions to the website. If communication with the company is not going to be a chore for the customer, the first thing to do is to have the right resources – both IT facilities and staff. What is worth paying attention to?

Automation
When investing in conversational marketing, you should ensure that your company’s customers can quickly get answers to their questions. This, in turn, often requires many conversations at the same time. Thanks to chatbots, you can limit the customer service department to just a few employees, which will significantly reduce the costs of its operation. The advantage of the vending machines is that they are available 24 hours a day, 7 days a week, which, according to research, is very important for consumers. Bots turn out to be extremely helpful also in periods of increased user activity, which are often difficult to predict.

It is true that chatbots will not solve all customer problems, but they significantly relieve the work of the department responsible for their service. They can be used primarily to answer frequently asked questions and direct users to consultants dealing with specific types of cases. Thanks to them, the client never waits long for a reply and knows that his problems are not ignored. In addition, chatbots can also be used for other purposes – for example, conducting consumer surveys (for example on the quality of customer service) or giving discounts or informing about promotions.

It is worth remembering, however, that consumers appreciate the naturalness of conversation. Therefore, the construction of the bot should be carefully thought out. Long and very vague responses can create frustration, so make sure that they are as personalized as possible.

CRM ensuring contextual conversations
As mentioned earlier, being able to continue the conversation without having to redraw your problem is very important from the customer’s point of view. It can be ensured by using an appropriate CRM system. Its task is to collect the most important information about the conversation in a way that allows consultants to quickly familiarize themselves with the matter. Such a solution significantly increases the quality of customer service and consumer satisfaction.

Analytics
It is also worth thinking about the analysis of data obtained through conversations with customers. This can significantly improve the quality of service and thus increase conversion. It often turns out that consumers ask similar questions or encounter the same problem at a specific stage of the purchasing process. Eliminating obstacles that generate doubts can improve UX, and thus increase the number of orders.

Conversational marketing – it pays off

In line with contemporary marketing trends, customer satisfaction is a brand’s success. Conversational marketing fits perfectly into this model, improving the company’s image and allowing you to build relationships with consumers at the personal level. The implementation of tools and techniques related to conversational marketing brings numerous benefits. Primarily:
– higher quality of customer service,
– building lasting relationships with consumers,
– possibility of faster detection of technical page errors and UX errors,
– valuable information about the needs and expectations of customers,
– convenience of communication.

According to research, more and more people willingly use online tools to get answers to bothering questions. Chatbots themselves are also gaining popularity. More brands are using them, and at the same time, systems of this type are constantly being improved, creating wider possibilities of use and enabling more natural conversations. This contributes to customer satisfaction with this form of communication and encourages them to talk with a given brand or ask questions.

This is an extremely valuable source of important information. Properly used, they can help to refine the offer and adjust it to the expectations of consumers, and thus to increase conversion. That is why the aforementioned analyst is so important. Thanks to messages from customers, it is possible to recognize many frequently recurring problems and objections regarding products or services. Often times a small change can produce great results. That is why it is worth reading carefully the information provided during the conversation. They can also identify errors in the construction of the website itself or various technical problems. Research shows that users of certain websites are often frustrated because they cannot find the basic information about a company or functionality they need or answer simple questions. This way, you can lose a lot of customers and not even know it!

Consumers encouraged to communicate and having access to many of its channels will quickly inform you about any faults or obstacles preventing conversion. If you do not give them this opportunity, they will rather leave the non-functional side fully dissatisfied, and sometimes they will also decide to leave the company a negative opinion on the internet or tell their friends about the negative experience.

Relationship with the consumer as the basis of modern marketing

Conversational marketing is, above all, a great tool for building a relationship. This is what modern consumers expect from brands. They want to feel important, valued and treated individually. Thanks to a direct conversation with a company representative, they get exactly what they need. Thus, their liking and trust in the brand increases.

A positive relationship with customers is something that cannot be overestimated these days. It is the brands that know their identity perfectly and are able to build a community around it that are the most successful. Understanding the customer’s needs is easiest thanks to the direct interactions provided by conversational marketing techniques. They can be used not only to respond to problems, but also to actively strengthen ties with consumers and increase sales. Currently, it is the domain of the most innovative, modern companies. It is worth joining them as soon as possible to stay ahead of the competition and build a strong position on the market.

CTR what does that mean?

The abbreviation CTR means the so-called click through rate or click through rate. How to understand it? It is about the ratio of the number of clicks to the number of views of a given content (e.g. advertising, search result, e-mail). If 1,000 people see your ad and 250 clicks on the link in your ad, your click-through rate will be 25%.

CTR is one of the main measures of audience engagement. It can refer to organic search results as well as paid advertising, email marketing, push notifications and many other activities. It is often referred to in the context of Google Ads ads as it allows you to check your effectiveness in driving traffic to the website. In short, the click-through rate shows how many people the message contained in a given ad (or notification, e-mail, etc.) reached enough to make them want to learn more by clicking on the link. Therefore, it allows you to check whether a given material performs its function properly. Constant CTR monitoring also allows you to track whether campaigns are going in the right or wrong direction.

CTR and other statistics in a mailing campaign

Of course, however, the CTR alone does not provide enough information about the effectiveness of the activities carried out. It is worth comparing it with other indicators to get a more complete picture of the situation. What correlations are worth paying attention to?

CTR and OR
A high Open Rate (OR, message open rate) means that the campaign has piqued interest, was timed, and made it through spam filters. However, if your CTR is also low, the content of the message may not have been enticing enough. Sometimes it can also indicate technical problems.

CTR and ROI
ROI is an abbreviation that stands for Return On Investment. This is actually the most important indicator of whether you are making money with your activities. If sales are low despite high click-through rates, it means, for example, problems with the offer itself or its presentation on the website.

CTR and unsubscribes
The combination of a high CTR with the growing number of unsubscribes is an alarming factor. This may mean that the content of the mailing does not reach the target group at all or is of little interest.

CTR in Google organic search results

Google uses CTR to evaluate the quality performance of Google Ads campaigns. It also uses it to evaluate organic search results. There are also reasons to believe that the index affects the position of the page in the search engine. (of course as one of many other factors). Google’s algorithms are constantly learning from Internet users’ behavior, so they likely also use click-through information to identify what is most popular and why. Therefore, high click-through rates mean not only more traffic on the website, but also better positioning for specific phrases, which will allow you to gain even more recipients (of course, this last statement is a presumption, not a fact). You can check information about your website’s CTR in Google Search Console.

CTR in the ad and the conversion rate

High ad click-through rates (e.g. Google Ads) should be a joy. The goal of a campaign, however, is usually not just to increase traffic to the site, but sales. Therefore, a high CTR should lead to an increase in the conversion rate. What if it doesn’t? What does it mean? There may be several reasons for this. The most common are:
– inappropriate matching of the ad content to the content of the website,
– bad matching of the ad to keywords,
– unattractive offer,
– UX / UI nature problems (e.g. unintuitive conversion path),
– technical problems on the site.

So if seemingly good ad performance doesn’t translate into profits, take a close look at what you’re doing.

Good CTR, or what?

How high should CTR be? There is no definite answer to this question. Optimum results will vary, including depending on the marketing channel. In the case of e-mail marketing, a few percent can be considered a satisfactory result – especially if it translates into conversion.

In the case of organic search results, high click-through rates improve the position of the website and, at the same time, increase traffic. The average CTR for the first link in Google search results is 30-50%. The second position can only count on 10 – 15%, and the third one on 5 – 9%.

When analyzing the CTR ratio, it is worth focusing not so much on its height, but on trends related to its increases or decreases. They provide information on the correctness of the election campaigns undertaken.

How to increase CTR?

When asked “how to increase the CTR?” also can be answered in many ways. The key is to arouse the interest of recipients. The message must therefore be tailored to the target group – personalized messages allow you to achieve much better results. You can segment your audience base by targeting separate messages to different groups of potential customers.

Regardless of the marketing channel, the factor that influences click-through rates is definitely the use of CTA (Call To Action). Even using such simple phrases as “Check!” or “Learn More!”, you are able to get better results. Undoubtedly, CTAs that directly speak about the benefits, such as “Download for free”, are also beneficial. It is worth analyzing the CTR level on an ongoing basis to see which treatments work best. The key to high click-through rates is constant optimization and improvement of conducted activities.

Also, remember not to overwhelm your audience with your message. This is a principle that mainly applies to email campaigns and push notifications. Too many messages lowers CTR and may increase unsubscribe rates.

Professional website positioning functions on several levels. This concept is not strictly assigned to SEO agencies or freelancers. In fact, regardless of the cooperation model you choose, you will hit right or wrong. What does “hit well” mean in this context? What distinguishes professional website positioning?

First of all … experience and professional SEO!

An experienced SEO specialist has already seen many pages. As a result, it is easier for him to spot errors, assess their impact and significance for the effectiveness of positioning, and develop a strategy. It is not about a misunderstood routine and the use of one developed template when creating a positioning strategy that does not take into account the specificity of a given website, individual arrangements with the client, his expectations, limitations related to the possibility of modifying the website, etc. Experience is associated with the knowledge of the specifics of, for example, various CMS stores and engines, their strengths and weaknesses, limitations, modifications and optimization. This experience resulting from working with many websites – “years of practice” – will increase the probability that it will be a professional and mutually satisfying cooperation.

Second… the ability to say no

A professional SEO specialist is not afraid to say no. Information from customers regarding their expectations, experiences with the positioning service, key elements of the offer are very important and will be useful for the positioner. Good communication increases the chance that the customer will be satisfied. But what to do in a situation where the customer’s idea or his expectations for the service are unrealistic, impossible to implement, exceeding the assumed budget or harmful (even potentially) to the website? The professional will not be afraid to inform the client about it. The apparent consent on such hot spots is usually a harbinger of future problems that will be much more difficult to deal with in the future. It is also worth remembering that the best agencies and freelancers are not under a drip and simply will not take on topics for various reasons hopeless just to squeeze out of them as much money as possible and few effects.

Third … realism in action and evaluations

This point is indirectly related to the characteristics of an SEO professional presented in the previous sections. Knowing at the start, among others customer expectations, budget and possible readiness to increase it can propose actions and solutions that take into account these elements and will at the same time give a satisfactory effect. The reaction of the client who hears at the very beginning that reaching the desired goal will take an estimated minimum of 6 months with certain assumptions (here you can insert information about the pace of approving changes or content development on the website) is different from that resulting from over-optimistic messages like ” after a month you will be satisfied ”.

Fourth … collaborates with other people involved in the project

It is not uncommon for an SEO specialist to be able to demonstrate the ability to communicate well and cooperate with people who do not necessarily know the specificity of the services they provide. In short – they don’t say “positioning”. Popular situations in which such contact occurs include the implementation of changes to the website in terms of programming, providing recommendations on how to prepare a new website in terms of SEO, how to create valuable content supporting the positioning process, etc. Depending on the situation, the SEO specialist must be able to convey your message to programmers, creators of a new website, people from the marketing department or the “boss of all bosses” in the client’s company. The real art in such a situation is to find a common language, communicate and convince your point of view communicatively.

Fifth … is not afraid of a conscious and educated client

Knowledge about SEO and awareness of how it works – there is an upward trend in this regard. We do not hide that, as Paraphrase-Online.com, we attach our hand to this trend, which deserves the most positive assessment. Our SEO lessons or blog entries are the contribution of Paraphrase-Online Team to SEO – education jug. We know that our clients like it and bring them closer to the specificity of the positioning service. Of course, the positioning service is not the same as an SEO course, but our experience shows that a client who is even at a basic level and equipped with actual knowledge, and not a set of myths about positioning, is a support for a specialist who cares about the high positions of the website. Professional website positioning also means taking care of the client’s knowledge.

Sixth … looks holistically at the website promotion process

Positioning is often one of the elements of a larger puzzle, which is website promotion on the Internet. It is relatively rare that a website is promoted in only one way. Therefore, it is worth talking to your client more broadly about his idea for promotion, about what he uses and what results it brings. For example, if in the case of an online store we propose to rebuild a category, it would be worth taking into account how the Google Ads campaign is conducted. The proposal to create a 404 page should take into account not only SEO issues, but also act as an incentive to stay within the site and look for something else from the current and available offer.

Seventh … it solves problems instead of multiplying them

Let’s be honest: perfect SEO services don’t exist. The vast majority of websites that we later come up with require at the start of the implementation of corrections and changes in terms of SEO – smaller or larger, depending on what case we encounter. The matter is simple: websites are created not only for the highest possible positions in Google, but about the presentation of the offer, increasing the number of customers, etc. These goals sometimes conflict with each other, so it is important to work out a compromise that will be accepted by all parties. A customer who likes their one page site may find it easier to accept the suggestion that the new pages should be listed in the menu at the bottom of the page. A similar situation will be the one in which we are dealing with a website without category descriptions, due to the fact that the customer primarily wants to display products belonging to this category and who will not accept the idea with a content block at the top of the page. Although it is a place preferred by SEO specialists to publish content, having the choice of the client’s disagreement for this location, and the compromise placement again at the bottom of the page, the choice becomes simple … The same is with the “read more” button, which does not it inspires the admiration of an SEO specialist, but it is a better solution than giving up content entirely. The role of the positioner is sometimes to propose something of a compromise if the best option cannot be implemented due to the lack of acceptance for such a plan. Of course, there are situations in which it is impossible to find a solution acceptable from the SEO point of view, reconciling both points of view. It is worth informing the client about this approach to the wall. After all, he is not an SEO expert and does not need to know what the consequences of his decision are for the success of the SEO process. Perhaps a simple and honest statement of the matter will convince him to change his mind.

Eighth… not to be pressured

If you are looking for a method of promoting your website that will bring instant results and you hope that SEO will provide them for you, then… you may be disappointed. Of course, there are cases of websites where meta tag optimization was enough to be happy and to be in the top 10. Such instant routes to the top, however, are a minority of cases. When this path begins to lengthen and at the same time puts the endurance of the customer to the test, using the immortal slogan “add more links“, you may be tempted to follow this path to keep the customer happy, or at least temporarily gain peace of mind. However, is this the best solution? Everyone should answer this question for themselves.

It is the positioner (or a team of SEO specialists) who is responsible for the strategy and plans actions in terms of its likely results. It is not surprising that during the term of the contract there are changes in the strategy, the effect of which is an intensification of activities for selected keywords – for example, for those that are not yet in the top 10. This approach makes sense, as opposed to changes implemented for the sake of peace. Patience pays off – website positioning is the cheapest method of acquiring new customers in the long run.

Ninth… ends the cooperation with the class

Not every SEO contract is extended – that’s a fact. There may be many reasons behind such a decision. However, it is worth making sure that the customer does not feel disgust after the breakup. Indexing the website from the search results, damaging it, placing links on it leading to other pages, risking manual punishment from Google… there will be some potential gimmicks in the SEO world.

It also happens that the client, not knowing the specifics of SEO, expects to maintain certain activities also after the end of the contract, and their failure to do so causes indignation. An example may be the links that the SEO specialist acquired for him during the term of the contract. It happens that the client thinks that they will stay with him permanently. To avoid such unpleasant situations, it is worth determining at the very beginning what will happen with the optimization, content added to the website or obtained links, whether they will be removed or will remain as a permanent effect of the positioning agreement for a given website. Clear arrangements in this regard will allow you to avoid unpleasant situations and negative opinions of a bitter or simply angry customer. Professional positioning of websites is therefore also the art of saying goodbye.

What to look for when choosing shared hosting?

Shared hosting is the most popular form of using a server that allows you to create your website at low cost. In this case, the resources we use are shared with other users within one very efficient server. This keeps prices affordable. The server is fully administered by the hosting company, and users can conveniently use all functions via an easy-to-use panel.

If you are creating your own website for the first time, shared hosting will probably be the most suitable for you – it allows you to create a corporate website, portfolio, blog or medium-sized online store. Unless you develop complex solutions that require custom solutions, or host sites visited by hundreds of thousands of users a day, most likely shared hosting will be right for you.

When analyzing the advantages and disadvantages of individual hosting services, it is worth noting that there is no one best solution for everyone. For a photographer who wants to put all his photos and videos online, the most important aspect may be the available disk space, while an entrepreneur who runs a small business and just wants to create his “business card” online does not want to pay for unused gigabytes, while would like to use more e-mail accounts. A solution recommended by your friend may not work for you. For this reason, I cannot answer the question of which hosting is the best. Instead, we indicate issues that should always be checked before choosing.

Uptime – time trouble-free operation

This term stands for uptime, which is simply the reliability of hosting. When you set up a website, you want it to be always available. Imagine that you are starting a long-planned promotion in your online store or providing potential customers with links to your portfolio … and due to server failure the website is currently unavailable. There is no doubt that even if the breakdown is short, it can mean very serious financial losses for the entrepreneur.

Until a few years ago, interruptions in the operation of servers were commonplace, which is why the best providers introduced the concept of uptime to stand out from the competition. This value is expressed as a percentage and is often referred to as SLA. For example, an uptime / SLA of 99% means that servers are running smoothly 99% of the time. Currently, reputable hosting companies already offer uptime / SLA usually at the level of 99.7 – 99.9%. However, we do not always find this information at all – in some cases, hosting service providers are confident in the reliability of the technologies offered and prepared to pay compensation in rare emergencies.

Disk space available

One of the most important factors that we should pay attention to when choosing hosting is also the available disk space – the amount of space on the server that we will have to store all kinds of files necessary for the functioning of the website.

In case you already have your website and just want to transfer it to another server, you can easily see how much disk space you used. There should be no problem accessing historical data. However, it will be more difficult to assess your needs if you are just setting up your first website.

Remember that the place is taken by:
– website template files and software – PHP, HTML, JavaScript scripts – WordPress installation without template and plugins is 50-60 MB, PrestaShop software for creating online stores – 70-80 MB;
– graphic files, photos, videos. – a typical photo from a smartphone is 1.5 – 6 MB – due to the thumbnails, this number should be multiplied by two, a 10-minute video in the quality of 480 pixels may take up to 150 MB.
– databases – they will contain all the content that you publish on your website in text form, for example blog entries, as well as data on the configuration of themes or plugins.
– e-mail accounts – remember that each message takes up space on your server. This applies to both sent and received messages as well as unsolicited correspondence from the SPAM folder. Especially in a situation where you massively send and receive large amounts of e-mails from customers or you have many mailboxes, this can translate into a large consumption of disk space.
– logs and own backups – can also take up additional disk space.

Data transfer

In addition to the space for your files on disks, also pay attention to the available transfer. This is information from which we will find out what amounts of data we can download and send to the server each month. This number includes all page views by both users and bots.

In this case, too, it may be difficult to estimate future needs if we cannot rely on past information. However, there are sites that allow you to ‘weigh’ existing websites in this respect, such as tools.pingdom.com. For example, you can check a competitor’s page and try to estimate your needs by multiplying the page’s “weight” by the number of views per month.

Some hosting companies offer unlimited bandwidth with no limit. However, remember that such unlimited hosting applies only to websites and materials that are on these websites. Usually, in the regulations, you will find provisions that prohibit the abuse of unlimited transfer.

Hosting speed

The vast majority of users leave the website if it fails to load within a few seconds. Only the most determined wait longer. For this reason, loading speed is fundamental when choosing your hosting.

Slow page loading or problems with displaying some elements will discourage potential elements. For this reason, it is worth paying attention, among others on the type of disks used.

As part of the hosting service, you can meet the following types of disks:
– standard HDD drives – Hard Disc Drive – classic disc drives,
– fast SSD drives – Solid State Drive – semiconductor drives,
– super-fast NVMe SSDs – state-of-the-art drives up to 10 times faster than SDD drives.

And you probably already know which one will be the best choice, right? Yes. It is worth to bet on SSD or SSD NVMe.

In addition, it is worth paying attention to IOPS – this abbreviation stands for the number of operations performed per second. Some hosting plans, despite using SSD (or SSD NVMe) disks, limit the speed of reading and writing to the disk (given in MB / s) or IOPS. It’s worth being careful about that. The same as avoiding companies that have SSDs, but only for some data (e.g. for MySQL databases, while all the rest is on plate, slow HDDs).

When comparing the hosting speed, you cannot forget about parameters such as the number of PHP processes that can be run simultaneously and the available CPU and RAM power. A simple rule applies here – the more, the better. A good minimum is 10 processes, 1 CPU core (1 GHz) and min. 1 GB RAM.

When looking for fast hosting, it is also worth checking what software it is running on (LiteSpeed is faster than nginx, and this one is faster than Apache). It is also worth making sure that your hosting supports the latest available PHP version and the HTTP / 2 protocol – both of these factors affect the speed of your website.

Mail and e-mail accounts

Each hosting service also offers the option of creating company mailboxes with an address in your own domain. It will be a good idea to create a separate mailbox and e-mail address for each of your colleagues / department in the company. For this reason, it is worth checking how many e-mail accounts can be set up as part of the hosting service. It is always worth being able to create additional ones in the future when the company grows and new people are hired.

It will also be a good idea to check what types of spam and phishing protection are in place in your mail service. These should be solutions such as SPF, DKIM, and DMARC records. It is best if they have already been implemented automatically, otherwise you should do it yourself.

Data security – backups and SSL certificate

One final point worth discussing is security issues. Of course, you will have to keep your data safe by taking care of a backup – it can save your site in the event of a breakdown or hack. Most hosting companies provide automatic data backups, but you will need to check how often it is backed up and how long your site backups are kept. Ideally, copies are made at least once a day (every 24 hours) and stored for at least 7 days.

Undoubtedly, an SSL certificate should also be implemented, which enables data encryption by users. This is an absolute must, especially when it comes to online stores. If you do not have it, the user will see a message that the site is unsecured – it will definitely scare potential customers away.

For this reason, it is worth choosing a hosting service that supports a free SSL certificate (e.g. Let’s Encrypt), which in practice is no different from paid certificates offered by many hosting companies and domain providers.

What is causes related marketing?

Cause related marketing (CRM) is a situation when business data meets both the economic goals of an enterprise and responds to certain social problems, trying to communicate and solve them. This is the simplest manifestation of a wider phenomenon called “corporate social responsibility”. Cause related marketing is usually associated strictly with the sales process or, as the name implies, marketing. On the other hand, corporate social responsibility can be present in every aspect of a company’s activity and does not have to be widely communicated. The difference is best illustrated with examples.

Cause related marketing:
– for every $ 20 spent in our store, we donate $ 1 to Foundation X.

Corporate Social Responsibility:
– our company employs 400 drivers. We make sure that they undergo health tests every year and organize cyclical training courses to improve driving techniques.
– our company creates jam. We acquire fruit and vegetables only from local suppliers and support the domestic economy.
– we are a clothes distributor. We acquire our products only to ethical enterprises that respect employee and human rights.

The difference is therefore in the direct connection to the sales process. On the other hand, both things – undertaken by the company responsibly and sensibly – simply pay off. In marketing it’s quite simple – it’s nice to buy something and help. In the second case, e.g. thanks to driver training, the company can “save” on traffic accidents, as well as avert potential image crises associated with such accidents or operational liquidity.

The difference is also in the time horizon of the projects concerned. Cause related marketing can usually be started overnight and turned off just as quickly. Corporate social responsibility is already a long-term process that requires capital and human investment and good planning. Therefore, many companies end up with socially engaged marketing – it is simpler, and at the same time effective because its impact on sales results can be seen immediately.

Advantages of cause related marketing

The benefits of cause related marketing can be divided into three parts. The company benefits, but also the recipient of the product or service, as well as the entity we help – it can be said that all sides of this system benefit.

Benefits for the company:
– a positive image due to association with a third sector organization,
– stimulation of involvement among the company’s community and employees,
– increased consumer loyalty,
– lower level of complaints and returns,
– increase in sales.

Benefits for the consumer:
– help thanks to the purchase slightly “absolves” consumerism itself,
– greater satisfaction with purchases,
– relatively higher satisfaction with the products and services provided.

Cause related marketing – example

Toms – is an American footwear brand, which already at the business design stage assumed that each pair of shoes purchased by the customer results in the transfer of a second pair to countries and communities where it is particularly needed (regions of Africa and Asia, but also South America). A cool idea, which also shows how something apparently obvious to us, is still a scarce commodity in other regions of the world. They are usually not cheap shoes, which did not prevent the brand from achieving success in the highly competitive American market, which was simply mature in the context of the footwear industry. People love TOMS and more often attribute positive qualities to them, such as comfort or durability.

Why is it worth?

It is worth noting that cause related marketing is mainly used by large brands or … startups. As you can easily guess, the motivations for making such a decision vary depending on the size of a given business entity.

Thus, large companies and brands strengthen their brands and customer loyalty. In addition, consumer expectations related to the positive impact of large companies on local communities and the environment in general are growing. We expect more and more often that the company will compensate for its environmental impact, and even that it will provide us with information on this matter. This is a very good trend, because it turns out that it pays off in the long run both to our environment and to the company that made such an effort. Unfortunately, it is difficult to talk about some mass reorientation of thinking here. Large corporations are powerful and uncontrolled ships. They arouse admiration, but before they change course, a lot of time must pass.

The situation is different when the startup immediately decides to get social problems involved in acquiring clients. This is usually because of personal motives and motivations to somehow differentiate their actions from those powerful corporations that feed on consumerism like leeches. Startup is more and more often not only a product or service, but also a rebellion against the current state of affairs.

Credibility cause related marketing

On the internet, of course, whenever someone is in favor, someone who is opposed will also be found. Therefore, even related related marketing has its enthusiasts as well as oppositionists.

From the latter group, there are most often accusations of lack of “pure intentions” for help or cynical use of someone’s misfortune to fuel sales. Of course you can approach it this way. However, it is worth paying attention to the obvious fact that in such a world everyone would lose. Were it not for the company and a given form of assistance, as a consumer we would never have heard about a given problem and the given action would not have seen additional funds. So if you still want to make a purchase – why not do it with someone who offers sales and additionally helps someone?

It is difficult to define the essence of marketing because there are many ways to define it. It is often understood as a way of operating a company consisting in profitably satisfying the needs of customers. In a broader context, it should also be understood as a complex process that includes identifying and shaping the needs of recipients, creating appropriate products and acting to meet the needs of consumers.

The main division of marketing

When talking about types of marketing, marketing should be mentioned depending on the application. So it stands out:
– producer marketing,
– B2B marketing,
– B2C marketing,
– marketing of services,
– commercial marketing,
– international marketing.

What does marketing do?

Marketing is a very broad concept, which translates into its different faces. It covers many areas, including depending on the resources and media used or the way it targets customers.

Product marketing
This term is used to describe a set of activities that are aimed at product development, including in terms of its recognition and increase in sales. The steps taken include, for example, rebranding, promotion marketing, trade marketing.

Analytical Marketing
Its purpose is to use customer information, which is expected to increase sales. Among the activities carried out in this area, one can mention, among others geomarketing, neuromarketing, behavioral marketing, benchmarking, loyalty programs.

Event marketing
Its essence is to promote a company or product through organization / participation in events. Activities include sponsorship, own stand at the fair, organization of concerts / picnics for clients, lecture at an industry conference. If you are looking to up your game you can also try out attendee engagement solutions by hub live for your events. 

Inbound marketing
This term is understood as activities aimed at increasing the chance for a customer to find an offer and encouraging him to contact. In this case, e.g. content marketing is used, which may be manifested by content potentially of interest to the consumer – guides, entries, lookbooks and the like.

Outbound marketing
These are activities addressed to people who do not always expect contact from the company. Techniques and tools are used, such as direct marketing, field marketing, and e-mail marketing campaigns.

Mobile marketing
The notion of mobile marketing is not only “advertising on wheels”, but also activities using portable devices (smartphones, laptops). Tools such as communication via SMS / MMS, QR codes, dedicated display ads are used.

Internet marketing
This is one of the most common marketing varieties today. Includes activities that are carried out via the Internet. These include not only Google Ads positioning or advertising, but also other elements. These include, for example, email marketing, social media marketing, buzz marketing, and affiliate marketing.

It is worth noting that most companies are not limited to only one area. In practice, various types of marketing activities are used – to achieve the set business goals in the most effective way possible.

Factors affecting the effectiveness of marketing activities

It depends on the effectiveness of marketing activities whether and how quickly the company will be able to achieve its business goals. An important role in this aspect is played, among others, by factors such as:
– the strategy developed and its implementation,
– tools and techniques used,
– creation,
– matching activities to the target group.

The choice of channels through which the message will reach potential customers is also of great importance.

It is worth noting that effective marketing activities cannot be carried out based on intuition. Although it may be useful in many cases, numbers play the most important role – marketing is a measurable area. Therefore, it is necessary to take into account the range of activities, reactions of potential customers, impact time, etc. Based on the data, an analysis should be carried out – in order to eliminate “weak links” of implemented activities.

Although marketing is associated mainly with sales, you cannot limit yourself to it. The implemented actions should include, among others areas such as communication, analysis of activities, preparation and implementation of developed strategies. I hope you already understand what marketing does. The widest possible definition would simply be that it is any external manifestation of a company’s sales goal.

PR + SEO = SEO PR

Simply put, SEO PR is a combination of search engine optimization and public relations activities, which is enriched with SERM, i.e. managing reputation in the search engine, by promoting positive materials about a selected brand and responding to negative ones.

SEO and PR combine primarily content, or content. They are needed for both activities. In order to combine SEO with PR, it is necessary to create valuable content for these two areas of marketing. It is not difficult, but requires the development of detailed guidelines and is more time-consuming than creating typical “pretzels”. The development of such content is associated with higher costs, because you need to write a virtuoso of a pen who will understand the issues of building image on the web as well as the principles of search engine optimization.

SEO PR – why is it important?

The issue of SEO PR is considered increasingly popular and important, and all because the creation of a positive image on the web is a key issue for most companies. It is supposed to bring benefits to both SEO and PR activities – the combination of these fields strengthens SEO activities and helps in positioning public relations materials.

The use of public relations in SEO pays off for every brand. Benefits will benefit both a little-known brand that just wants to promote, and a large company wanting to prevent and control image crises. SEO PR is also useful when you want to build an expert position on the market and fight for high-end clients.

How to use PR in SEO?

SEO PR often reaches for companies in a crisis situation, when, for example, a lot of negative information about the company appears on the web. In such a situation, campaigns are often one of the solutions often used, during which a number of positive image messages are published. The effect is to reduce the visibility of adverse content. However, SEO PR should be implemented in a marketing strategy in times of prosperity. It will be an effective tool that will help promote the company and its products, and at the same time build consumer confidence and e.g. an expert image. Thoughtful actions will also allow you to obtain valuable links in a natural and quite safe way, and often (importantly) free. For valuable content, the portal may agree that the press release be included for free with the link.

In summary, using public relations in SEO activities,
– A positive image of companies is created,
– Increases search engine visibility,
– Increases organic traffic on the site,
– Increases sales,
– Builds a group of new recipients.

How to make PR valuable for SEO?

SEO RP activities should be conducted in accordance with current Google recommendations and naturally fit in with strategies to build the company’s image. If you want to conduct them, remember to avoid “artificial” actions at all costs – search engine algorithms are more and more sensitive to them and capture them better. Therefore, it becomes necessary to prepare an analysis for UX and plan the creation and distribution of content. In order not to get lost in these activities, it is recommended to create an SEO PR strategy that will determine, among others target group, task calendar, topics covered by SEO PR, issues related to SEO optimization (e.g. list of dedicated keywords, content structure, structural data encouraging clicking on the message), content distribution and promotion tools.

It should be remembered that even the best prepared and implemented SEO strategy will not bring results if you do not constantly monitor and control changes. For SEO PR, good timing and upcoming trends are important. The need for quick response means, with SEO PR, it is worth combining with real time marketing. Orientation in the current situation will allow to use them in favor of the promoted brand or product. You can even use Google Trends to analyze trends.

If you want to use PR in SEO activities, you should not forget to build correct relations with the media. In an era when the Internet is saturated with content, you cannot delude yourself that you will send a low-level text to the portal with a link, and it will place and promote it. To get the press information to a widely read medium, PR should be conducted at a high level and create attractive, unique, timely, correctly substantive content, interesting from the point of view of the reader (and not the company) that you want to reach. At the same time, you cannot expect the publisher to always publish information for free with a dofollow link attached. To avoid disappointment, publication conditions should be set in advance, with links only when the article enforces it. An active link in a PR message should be an integral part of the content, e.g. redirect to content sources, examples, solutions to a given problem, etc.

Tools for SEO PRs

It is also difficult to talk about the effectiveness of SEO PR if you do not use the tools available on the market. They will help in obtaining data, monitoring effects and changes, building image in search engine. SEO PR tools that are worth paying attention to are:

– Keyword analysis applications – they will help you choose the right phrases that will be used in published PR materials; both the free Google keyword planner and free applications can be used to search for keywords;
– Network monitoring tools – their task is to inform about mentions that appear about the brand; this allows for a quick response to them, and also indicates where to place bulilding links; SEO tools can be used to monitor the network.
– Applications that monitor search results;
– Content and content publishing platforms, as well as Google Ads and Facebook As promotion tools that will increase the visibility of produced content;
– Internet forums – can be used not only for “whispers”, but also for substantive statements of the brand, in which he will give extensive statements on the topic in which he wants to specialize; in these statements, you can add a dofollow or nofollow link naturally (if possible);
– Brand ambassadors – cooperation with influencers is an increasingly popular solution; it turns out that the correct definition of its rules can have a positive image effect, as well as increase visibility in search results;
– Applications for running a virtual press office – they will enable easier management of databases of cooperating journalists and faster sending them of press releases; many platforms for running e-press offices also allow the journalists with whom they cooperate to retrieve information.

The brand’s reputation in the 21st century is the most expensive currency. Positive opinions and the image of an expert can be won even with a larger competitor that offers cheaper products / services. SEO PR will ensure both the visibility of the page in the search engine and put the brand in a good light. Importantly, thanks to activities carried out effectively, brand visibility on the web will grow rapidly, and Internet users will easily find published content even by asking Google general questions related only to the long tail of search. Entrepreneurs who wondered whether investing in SEO PR should dispel their doubts.

How to use SEO PR articles?

A. When entering the company, ask for all company publications available on the Internet. Review them for possible link placement (no matter if Dofollow or Nofollow) – and under the name (brand) put a link to the main page. At the same time, if possible, rebuild a sentence so that you can add one more link, e.g. to a category, product or service.

B. If the customer does not have a list of articles, use footprints to search for articles in the search engine, for example:
– “company xxxx”
– “about company xxxx”
– “at xxxx”
– “by xxxx”
– “by xxxx”
If you already have a list, contact the editors of these articles and try to put a link there.

C. Make sure that all new PR publications contain a minimum of 1 brand link (sporadically brand + keyword) to the homepage.

D. If possible, put several products with links to them in the article, the full name of the product may be an anchor (don’t forget about nofollow, because it may be necessary).

E. Use all possible Social Media channels to promote your brand – positioning them results in queries about the company name, brand, domain name – search results are the company’s URL and profiles. SERM is also part of PR.

F. Remember what keywords you are fighting for above all:
– name + reviews
– name + portfolio
– name + rating
Unfortunately, in the case of phrases such as “name + scammers / bankruptcy” will be a huge challenge.

G. Browse the positioned website – implement all possible extended parts to obtain “knowledge graph” – that is the box describing the company: local business, website, organization.

H. Use PBN platforms to get interesting spots for publishing articles (sometimes it’s cheaper). An interesting option is the publication of the article on portals that are in Google News – there is then a chance for a carousel with such articles to appear on brand queries.

What exactly is this Programmatic?

Programmatic advertising is a fully automated buying and selling of online advertising. Transactions in this model are much more effective. Target groups are automatically selected in such a way that they are the recipients most likely interested in the category of products and services that we offer them. So we reach a potential customer at the right time with the right message. The rest depends only on our creativity and a well-thought-out strategy. As a result, we save time that we would have to spend on testing many groups of recipients (usually a process lasting several months) and a budget that is spent on high-quality traffic.

The above, combined with the right strategy and advertising creation, can significantly shorten the shopping path. The whole process takes place within one technology platform, in which we can access many channels, ranging from mobile devices, through audio platforms, websites and television.

How does automated advertising work?

It all starts from the website. After the page loads, the signal is automatically sent to the ad market. All this happens in a split second. On the ad market, the auction is immediately carried out among all advertisers who have registered an interest in displaying ads on this page.

How does the system know who to show the ad to?

At this time, cookies appear informing advertisers what a customer is interested in and what their browsing history looks like. For example, if he spent a lot of time looking for new brand shoes, footwear companies from the premium sector will present them with an offer according to his preferences.

Let’s say you run a business that sells wedding dresses. You can create the following ad profile on the software platform:
– Woman, aged 25-35,
– Location: near your salons, wedding dresses,
– Interests: wedding dresses and accessories,
– He spends a lot of time looking for wedding dresses during the day,
– The ideal time of day from 5pm to 10pm (peak browsing time),
– Targeting desktop users (for example, by testing a search campaign before, you already know that this channel has the greatest potential in your case).

The platform also allows you to set a maximum bid, which is the highest amount you’re willing to pay for an ad placement.

This is just a general example. In fact, there are many more targeting possibilities in the programming model. Plus for you, if you’ve already managed to define your dream client quite accurately.

Programmatic Buying and RTB is it the same?

Let’s explain it once and for all. Programmatic is a technology, RTB (Real-Time-Bidding) is just one of the methods to implement this technology. RTB can be seen as a subset of programmatic (programmatic RTB), a piece of a much larger puzzle.

If an advertiser decides to invest more, they will receive a guarantee of displaying their ads on target sites instead of having to participate in auctions. This is a frequently chosen option that does not require RTB. Premium brands in particular opt for it.

This buying method is often referred to as “programmatic direct” and allows very precise targeting of the audience. Traffic quality is much higher, so it usually goes hand in hand with higher ROI.

This is a more expensive solution, but it has incomparably more advantages for the advertiser. It solves its two biggest problems: loss of time and partly spent budget for advertising creations directed at a wider audience, of which only a certain part is in the real area of interest in the product.

So machine learning replaces human work?

Definitely not. This technology replaces time-consuming activities such as offers or negotiations. Thanks to this, man has more time to focus on activities that have a direct impact on the success of the operation. Whoever follows the Pareto principle in life knows how much benefit it can bring for him. Optimizing and planning the right strategy suited to the objectives are key aspects of the campaign’s success, which for now can only be guaranteed by a very experienced specialist. Programmatic buying saves not only money, but also time.

Purchase methods. It’s too complicated! How are they different?

This is true. In conversations with clients, we noticed that many of them have a big problem distinguishing models for purchasing inventory in the programmatic system. So we hurry up with help.

In the programmatic system, we distinguish several different purchase methods. They are in turn:

A. Real-time bidding (RTB)
In this model, we purchase advertising in digital media in the real-time bidding process. The place of sale and purchase are advertising platforms called ad exchanges.

In practice, it looks like this:

When display becomes available, an RFP is sent to DSP (Demand Side Platform). The query is analyzed and sent back to the ad market, where it participates in the auction.

SSP (Supply Side Platform) filters the responses to the offer and sells the advertising space to the winner, i.e. whoever offers the highest price. In the last step, the ad appears on the landing page. All this happens in a split second and takes less time than loading the site. This model is available to every advertiser.

B. Private Marketplace
This model is intended for premium publishers. They offer their inventory to a selected group of advertisers that has previously been approved. It has full transparency of purchase. The advertiser always knows on which sites his ad will appear. Purchase, as in RTB, is done through real-time bidding, with the difference that the publisher must first approve the buyer. These are called closed auctions.

C. Programmatic Direct
Programmatic direct, in turn, is a model in which you buy inventory directly from the publisher. Before the campaign begins, the terms and prices are negotiated between the buyer and seller. After determining them, the buyer can start the campaign.

Transactions do not take place here in the auction system, and the price is set in advance.

This is undoubtedly a very desirable model in a programmatic system because it provides:

– high campaign effectiveness,
– qualitatively the best move,
– high ad position,
– brand safety and increased trust in the brand (ads are displayed in places selected by the advertiser).

The above points + a responsibly planned strategy can provide the brand with an uninterrupted stream of revenue.

D. Preferred Deals
The preferred offer model is similar to the direct model, with the difference that despite the pre-determined price, inventory is not reserved only for the buyer. This means that the publisher offers them first, but if he does not accept them, they are put up for RTB auctions or go to a private marketplace.

Is Programmatic Buying the future of digital marketing?

Everything points to it. Advertising expenditure in this model is growing rapidly. It is currently expected that in 2020 they may reach as much as $98 billion. Brands want to invest in a programmatic model and it’s easy to understand why.

For an entrepreneur, time is money. So why waste it on bureaucracy, when you can secure the best destinations in milliseconds. Companies are increasingly aware of this and therefore decide to programmatic buying.

Over the next few years, this approach will become increasingly common. Who decides to launch a campaign in a programmatic model usually does not go back to old habits. A bit like in the automotive industry, because if you change to Porsche, would you like to go back to your old car decaying car?

General Definition

The general definition defines plagiarism as “The process of copying data from the Internet or using someone’s idea and appropriating it as one’s own.“

This is a highly inadvisable act, which is treated as a fraud, immoral in nature, containing elements of theft and lies. Applying these practices has led to a multitude of anti-plagiarism programs. The main purpose of using this type of practice is scanning text for copied content. The duplicate web content detector not only checks if the text contains stolen fragments, but also reveals the sources they come from.

How to avoid plagiarism?

If you are a student, writer or author of articles for a magazine, you certainly want your work to be unique and one of a kind. Some of the anti-plagiarism systems simply check your text once and give the overall result for the whole. There are also free online plagiarism detection programs that check every sentence of your work in a very intelligent way, focusing on every word. For photos, use the image feedback search tool to check that the image or photo has not been copied from somewhere, and add appropriate sources to prevent image-related plagiarism.

Check every article you publish for plagiarism

Some bloggers believe that a site with unique content mixed with copied content will gain high positioning. Nothing could be more wrong. New algorithms used by Google approach each site individually. In practice, the page containing the copied content will not pass positive verification for plagiarism, which means that it will not be able to advance among search results. Creating unique content for your website or blog is not easy for you?

We encourage you to use our text paraphrase tool, and in the blink of an eye you will generate the right material.

Types of Anti-Plagiarism Scanners

To a large extent, this type of anti-plagiarism programs consists of a window into which fragments of text or entire paragraphs are pasted to check for plagiarism. Parts of the content that have been copied are underlined in red and their frequency is expressed as a percentage. Such software is most often used by students who, in order to preserve the originality of their content, remove repeated parts of the text. Teachers checking works do the same. SEO managers, expecting 100% uniqueness from their employees, commonly use this kind of tools. Publishing copied content is a serious offense, and thus, most websites check their content before posting it on their own sites.

How are plagiarism checked on websites?

This is usually a few steps:
A. If the sentence that is currently being checked is already somewhere on the Internet, a red warning will appear and the content will be marked as plagiarism.
B. However, if your content is unique, a green notification will be displayed. After a full scan, an overall result will appear, displaying the extent to which the article is original.
C. Thickness of Key Phrases: Counts the number of keywords contained in your content and gives the result for One, Two and Three words.