Micro conversions are minor events such as clicks and scrolls that we can use to track visitor behavior and optimize advertising and landing pages faster. 

They are generally not directly linked to key performance indicators for an advertising campaign but can be used to scale (increase traffic volumes) more effectively.

Learn more here: https://jamesbachini.com/micro-conversions/

Full blog post at: https://jamesbachini.com/facebook-advertising-network/

When training the pixel note that Facebook's machine learning algorithms are only as good as the data fed into them.

Make sure your conversions are being fired by people actually interested in the products.  In the past I've setup pixels to fire after 10 seconds just if a visitor stays on the site. This provides little useful data to Facebook and although it looks like you are optimizing faster, it's not effective. 

Video converts better than static content so use this where possible.

Always keep in mind that people are on Facebook to interact with people not businesses. This is why amateurish content and a personalized touch works better than corporate content most of the time. 

Aim to get at least 50 conversion events per ad group per week to grow out of the "learning phase" and give Facebook enough data to optimize with.  Create custom audiences and lookalike audiences based on these conversion events.

Set bid and budget caps to control spending but don't be afraid to test different bids as a higher bid may produce a higher click through rate but lower conversion rate because the ad auctions you are winning are coming from a better demographic. 

This comes from the effect of low bidder getting the auction left overs that companies with more data don't want.  

Scale campaigns both horizontally and vertically by increasing budgets and duplicating the most profitable. Note this will increase ad frequency across the campaigns so it may be worth considering refreshing the ad creatives to avoid banner blindness.

Use https://www.facebook.com/ads/library/ to spy on competitors and see what new creatives leading companies are coming up with. Look for companies that will be doing data-driven marketing at high volumes to get ideas from. 

If you have a customer database, use it. You can convert email addresses or mobile phone numbers into a custom audience for retargeting campaigns.

Full blog post: https://jamesbachini.com/seo-content/

View Post: https://jamesbachini.com/how-to-monetise-your-website/

The Marketing Mix is a concept from the 1940’s which aims at simplifying and outlining the marketing process.The marketing mix was first used by James Culliton in the 1940’s and was originally the four P’s

Then in the 1960’s a marketing professor called Edmund Jerome McCarthy added another three, to make it more applicable to the growing service industries.People, Physical Evidence and Process

In the 1990’s the 4 C’s were introduced

Communication, Consumer, Convenience, Cost

And today we have the 7’C’s which form the latest Marketing Mix.These are:

Core Value Proposition

This principle is conveyed as a short statement that provides a compelling reason for a product to exist and why consumers should care. The core value proposition describes the product market fit.

Consumer Outreach

Is the concept of finding our target audience, who are they, where are they and what are they interested in?

Channels

Are the locations where we can advertise a product. This could be offline in a high street store or online on a social media platform for example. 

Campaigns

Form the top level breakdown of our marketing efforts. We can have individual campaigns for different channels, offers, landing pages.Tracking each individually and optimizing accordingly.

Customer Acquisition

Is the method and cost it takes to acquire a customer.

Customer Lifetime Value

Is the total revenue that customer will generate through direct sales, repeat business or subscriptions.

Customer Journey

This is the path that a customer takes from first hearing about a brand to purchasing, receiving and hopefully telling their friends about it. Marketers use sales funnel diagrams to map out our intended customer journey.These are the 7 C’s that form the modern marketing mix.

Full blog post and slides:

https://jamesbachini.com/marketing-mix/

Lead magnets are normally digital products such as eBooks or reports that are given away in exchange for an email address. 

Autoresponders are automated emails that get sent out once that email address is received. 

Tripwires are low cost items that convert leads into sales and generate new customers that can then go on to buy core products and services. 

Full post with more information, examples and details:

https://jamesbachini.com/lead-magnets-autoresponders-tripwires/

Full Blog Post: https://jamesbachini.com/key-performance-indicators/

KPI’s or key performance indicators are business metrics which are set, collected and reviewed to give insights into the success of an organisation..

They are defined by analysing the companies objectives and deciding what quantifiable factors are most important.

A great KPI should be SMART:

This is usually quoted for personal goals but it works well for KPI’s too. Smart targets make the KPI’s actionable and accountable.

The KPI’s should be reviewed regularly and this should be agreed while defining them.

Here are 34 examples of common KPI’s which have been broken down into:

A KPI dashboard is usually a simple web page which presents all the KPI data. 

This can be setup using a backend data collection script which can integrate with common platforms such as: 

From there a responsive, minimalist front-end can provide authentication and display live KPI metrics to stakeholders.

Defining key performance metrics encourages a company to focus on the most important aspects of the business.

Full blog post & link to keyword tool:

https://jamesbachini.com/creating-google-ads/

Contents:

Learn more at https://denocode.com

Deno is a Javascript and Typescript runtime from the creator of Node.js

For anyone that doesn’t know Node.js is a server-side Javascript  runtime. It’s used by millions of projects across the globe and powers  the backends and API’s of many of the world’s leading websites.

Then came Deno (aka Deno.js or Deno JS), an improved and updated  runtime that is quick, more secure and modern. Created by Ryan Dahl (who  was the original creator of Node.js) the project was started in 2018  and has reached a stage where it’s become a serious competitor to the  Node ecosystem.

From my blog at: https://jamesbachini.com/deno-js/

Conversion rate optimisation or CRO is the process of making a website,  landing page or app convert more visitors into leads and customers.

Learn more at: https://jamesbachini.com/cro-conversion-rate-optimisation/