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Advances in the Psychology of Passing the Salt

I just came across a remarkable new paper on the science of salt-passing behavior: Expected Results Show that a Longer Nose Means Slower Times for Passing the Salt and Pepper: A Second Report

The article, which I have no doubt is entirely serious in nature, lists as its authors Canadian researchers Minér Patrick, Léon Le Néz and Pat Minér.

Here’s how Patrick et al. describe their work:
Eighty female student subjects were tested by being asked to pass salt or pepper by another stud

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5 Online Holiday Shopping Trends You’re Not Prepared For (Yet!)

It’s not even November yet and here we are, already talking about holiday shopping trends. Too soon? Not at all. The truth is, the more foresight you can have to prepare for what will be the biggest shopping season, the more you can adapt to customers’ habits and be ready to adjust to meet their needs and exceed their expectations.

Just how big will the 2016 holiday shopping season be? Let’s take a look:

Holiday shopping between November and December is expected to reach nearly $700 billion. Consumer confidence is higher and 41% Of people surveyed plan on spending more on gifts this year than they did last year – a 10 billion increase in total sales from this time last year.

What’s more, the emphasis on traditional shopping days like Black Friday and online-only Cyber Monday are lessening – especially because transactions can happen anywhere at any time thanks to the rise of mobile. So what kinds of trends should you prepare for this year and how can you get started?

1. Before the Shopping Begins: “I Need Some Ideas!”

Shopping for gifts is supposed to be a time of fun, relaxation and entertainment. Instead, as many of us can attest to, it’s nerve-wracking, frustrating and stressful. According to Google’s own research, there are three moments that the customer goes through before they ultimately make a purchase:

  1. The “I Need Some Ideas” moment
  2. The “Which One’s Best” moment and the
  3. “I Want to Buy It” moment.

We’ll get to all of these shortly, but as you might expect, how you handle the first two will ultimately determine whether or not you are rewarded with the last one. Also, depending on your industry, you may see a larger percentage of your target audience heading to YouTube for ideas:

smartphone-buyers-turn-to-youtube(Image Source)

Gift guides are a huge presence online, and around 70% of the time, these kinds of videos are watched on mobile devices. Want to know how big of a presence online gift guide videos are? In the time people spent viewing them on YouTube last holiday season, you could watch “It’s a Wonderful Life” well over 300,000 times.

Google calls these types of searches “micro moments” – essentially “being there” for a customer when, where and how they need you.

2. The Importance of “Micro Moments”

If you think micro moments are simply a customer going through the stages of AttentionInterestDesireAction, you’d be doing a huge disservice to what’s actually involved in the process. Google took a look at one shopper’s behavior to determine precisely how they interacted with various digital touch-points once they decided to do a basic search. Here’s what they found:

shopping-micro-moments-digital-touchpoints(Image Source)

In this case, the shopper was Leena (a pseudonym), a 32 year old married woman from Washington state who looks for discounts and specials online. As you can see from the chart above, in a one month time period she hit over 1,000 digital touch-points. In taking a closer look at her search query, we can focus on a micro-moment. Leena had run out of mascara and was looking for an alternative to her regular brand.

She had narrowed down her decision to two choices. Then, her mobile search went like this:

shopping-moments-journey(Image Source)

So as you can see, even on mobile devices, it’s not a “once and done” process. It’s a lot of back and forth, a lot of different devices, searches and comparisons being made.

3. Shoppers Ask: “How Will I Buy This?”

If you sell tangible goods, you may be worried that the holiday season is all about showrooming – trying on a product in your store, only to actually buy it on Amazon. But the truth is, whether you’re serving customers locally or you’re letting them shop on mobile (or both), the stores that offer the most convenience are the ones that ultimately get the sale. It is, in short, “frictionless shopping” – being there for the customer, right when, where and how they need you.

90-percent-smartphone-users(Image Source)

Contrary to popular belief, most of them don’t even know what particular brand of item they want, which is why you need to be there during those micro-moments to help guide their decision: not in an overly sales-pressuring way, but in a helpful, convenient way. Google’s own micro-moment inspiration guide shows how major brands like Swarovski crystal and catalog retailer Williams Sonoma do just that, by way of their online Style Finder (how to accessorize depending on the occasion) and rich media presentations of products respectively.

select-your-shining-moment-style-finderHelping customers make buying decisions will be key this holiday season and beyond.

Free shipping is the biggest conversion booster we all know about. But “buy it online and pick it up in store” is another big one. Having multiple ways to get the product is great, but having multiple ways to pay for it is even better. Having the ability to not only accept credit cards, but Paypal and mobile pay systems like Android and Apple Pay are going to get you more conversions than sticking to a single system.

4. Consumers Only Want the Best

consumers-want-the-best(Image Source)

When buying online, you can’t (yet) feel, try on or gauge the quality of a product. That’s when shoppers are seeking out reviews and ratings – but even those can be bought. These days, consumers are shopping smarter by looking for the “best” of whatever gift they have in mind. Google reports that shopping queries with “best” have increased 50% in the last year. But simply claiming your product is the best isn’t enough to win people over. Instead, show them.

For example, you could talk about what goes into making it or the features that truly make it stand out from the competition. What ingredients or qualities does it have that competitors tend to “cheap out” on? What makes your version worth their time and attention (and ultimately their wallets) and perhaps more importantly – are those differences the kinds of things that customers actually care about?

5. The Power of Cross-Device Targeting

As you can see from the touchpoint illustration above, there are a lot of back-and-forth choices to be made from mobile to desktop to mobile again. Throw in other items like TVs, gaming consoles, on-demand streaming, tablets and smart watches, and you get what marketers are calling the “multi-screen explosion”. Cookies just aren’t enough to satisfy the hunger to glean info on customers anymore, so ad networks are ramping up their work on letting companies target customers across devices. Call it cross-device or multi-channel or omni-channel – it’s changing the way we’ll be shopping this holiday season.

But make no mistake – consumers are keen on privacy. There’s a delicate balance between being personalized and convenient, and being too “in your face” with the messaging. Smart companies looking to reap the benefits of the holiday shopping season know that the best way to leverage upcoming trends is to hone in on customer behavior and preferences without that creepy stalker vibe.

In short, it means keeping customers (gently) informed, helping to guide them where possible and making things exceedingly convenient while providing the best possible experience as a whole. Sound like a tall order to fill? It is – and being able to juggle it across multiple customers and devices is no small feat. However, you can do wonders with this information by looking beyond the trend and brainstorming ways to turn your own products into the kind of convenient, accessible, relevant and engaging items that people won’t hesitate to buy – for others, as well as themselves.

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at and download your free web copy tune-up and conversion checklist today!

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DARIY at Odessa Fashion Week SS17 by Fashion Channel

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Parrots In Strange Places: A Fossil From Siberia

Some dead parrots are more entertaining than others. And some, like the partial specimen described today in Royal Society Biology Letters, advance science in an unexpected direction.

The first fossil parrot proof ever unearthed in Siberia suggests not only that Parrots of Yore had greater geographic distribution than we thought, but also that they may have spread via different routes than previously theorized.

The 16-18 million-year-old parrot part making its debut today is, at fir

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How to Create Customers for Life with the Perfect Onboarding Sequence (Regardless of Industry)

Paid search is often the biggest driver of new customers.

Largely because people are typing in exactly what they’re looking for.


These aren’t necessarily the most profitable customers you’ve got. Especially not in the beginning.

Your repeat ones are.

‘Retention’ is often associated with ninja-like email growth hacks. But it’s much more than that.

Proper ‘retention’ and onboarding starts the minute someone sets foot on your site, and their interaction can influence the rest of their experience over the next few hours, days, or weeks.

Here’s how.

How “Loyalty Economics” Works

Everyone says that repeat customers are more profitable than new ones.

Supposedly some book, Marketing Metrics, says that repeat customers have a 60-70% chance of converting.

At least, that’s what every blog post says when you Google ‘repeat customer vs. new customer‘ (I personally haven’t read it).

But what about a real study?

Waaaaaaay back in 1990, while most startup founders were still in diapers, Bain & Company partnered with Harvard Business School (ever heard of ‘em?) to analyze the, “costs and revenues derived from serving customers over their entire purchasing life cycle”.

When you translate that from Academia to English, you get, “how much repeat customers are worth vs. new ones”.

Originally published in a F-ing paper magazine, the study was groundbreaking in that it finally declared that “increasing customer retention rates by 5% increases profits by 25% to 95%”.

Basically it showed, empirically, that new customers are often unprofitable for the first few years based on high costs of acquisition (both hard and soft), and it’s only later with repeat ones do they become profitable.

A decade later (so we’re still talking back in 2000 at this point), Harvard revisited the study to now include online purchases. Not only did those same ‘loyalty economics’ patterns show up, but the differences were also “greatly exaggerated online”.

For example, companies only online (as opposed to both online and brick and mortar) usually had to spend 20-40% more on new customer acquisition.

customer-life-cycle-economics-in-ecommerce(Image Source)

These studies gave widespread notoriety to ‘retention marketing’, as a theory, and in practice, that shows up almost everywhere online today.

And it’s important to note that we aren’t just some trendy, hipster, mobile SaaS apps either. But all industries.

For example, online grocers typically had to retain customers for 18 months to break-even after a $80 customer acquisition cost.

spending-growth-impact-bain(Image Source)

Bain looked at many different retailers, from consumer electronics to apparel and appliances, finding the same exact patterns pop up.

Not only were repeat customers worth more than new ones, but that repeat ones also were more likely to refer you to new customers (thereby dragging down your cost of acquisition on those new people as well).

referral-impact-bain(Image Source)

Former eBay CEO, Meg Whitman, said at the time that, “more than half of its customers are referrals”. And that because word of mouth was so much, they “spent less than $10 to acquire a customer”.

Fast forward to today, and the same exact trends emerge.

Adobe found that repeat customers are 9x more likely to convert (compared to new customers who haven’t purchase prior).

And Sweet Tooth Rewards found that repeat customers have a 54% chance of purchasing again (compared with a 27% chance of new customers).

Or, ask Amazon.

Prime members will spend $75 billion this year alone.

On average each year, they spend about $1,200 compared with around $500 for non-Prime members.

growth-of-prime-membership-in-united-states(Image Source)

Now that we’ve beat the issue to death, here’s the rub:

If repeat customers are worth more, less price sensitive, and more often to refer than new customers…

… Why do we spend 12% of marketing budgets on retention?

(And probably less of our attention?)

1. Define Success Milestones

Before Dave McClure was an uber-accelerator extraordinaire, he wrote incredibly insightful, humorlessly punctuated and often NSFW blog posts.

One of these clever, punchy posts quickly morphed into startup metrics; becoming a simple analytical framework alternative to the ever-increasing complex dashboards found in most startups today.

The premise was simple: pick a few key metrics for each funnel stage to illustrate when it’s been met.

One specifically, Activation, focused on making sure people had a “happy-first experience” that’s required before any retention could happen.

Get ready to literally travel back in time, as this next image is embedded directly from Flickr.

Startup Metrics: Example Conversion Dashboard (AARRR!)

“Activation” is similar to “customer centric success milestones” from Lincoln Murphy, in that you’re shooting for a few key moments when things to start to click for a customer.

For example, in a recent blog post, Lincoln uses an example someone starting an online store and defines a few of the possibilities, such as:

  1. Creating the store
  2. Adding logo, designs, etc.
  3. Setting up a payment gateway
  4. Creating new products.
  5. … You get the picture.

The idea is to identify (and eventually instrument) key activities on your site or inside your app that will later be used for forces of good (like follow up), but for now can be signs of success (or problems) that either help (or hurt) people’s customer experience (and thus, your conversions).

For example, the other day I was looking for a hotel. They had a nice suite, and I clicked on ‘show room amenities’ to see exactly what it looked like.

Instead of, oh – I dunno, pictures, video, or diagrams, I was met with this:


A huge wall of text, featuring an overwhelming amount of bullet points that does nothing to (a) communicate their value, but more importantly (b) help a potential customer achieve that ‘happy first experience’ of View Rooms –> Decide to Search Dates.

Those little micro-interactions are critical, because it mimics our unconscious browsing behavior that leads us to say, “Yes! Tell me more…” vs. “Eh, let’s keep looking”.

Design, and more specifically UX, is supposed to guide those interactions; giving customers what they want most while also steering them towards your ultimate business objectives.

For example, if you were to hit the back button (don’t do it now!) or go back to the Kissmetrics product pages, you’ll notice the ‘next steps’ for customers are clearly highlighted, with primary actions featured visually while secondary ones are more subtle.


Providing clear paths through your site (or app) is the first step towards getting a customer generated, or a free trial to become sticky – prior to any retention taking place. And you do that by not making people think.

You can even instrument these ‘customer success milestones’ in your funnel, giving a more nuanced view of actionable steps that you can make better marketing decisions around (like, “Hey – why are all those people dropping off between Cart –> Order?!”)

For example, here’s how a typical eCommerce funnel can be set up, where people visit the site, view products, add to cart, start the checkout process, and eventually place order.


SaaS apps, while different, aren’t really all that different at all. You still have people coming to a site, doing some initial browsing of key pages, signing up for a free trial, actually using the product for a bit before entering their billing info and hitting Upgrade if all looks good.


Now that you’ve got the major steps or milestones outlined, you can begin to dig into the details to uncover gaps inside or out of your product.

2. Map Your Customer Lifecycle

It’s slightly depressing to think that around half of your free trial users will sign up, use it one time, and then never come back again – dropping your app fast like the worst of one night stands.

And while these ‘onboarding’ techniques (or statistics in this case) are often associated with SaaS products, it’s important to realize that it’s no different for how people starting shopping on an eComm site, only to bounce (like 67% of them). Or start punching in their travel dates for a hotel, without ever completing the booking (81% of them).

(It’s also important to note that you can’t do some of the ‘classic onboarding’ stuff like event-based messaging – which we’ll discuss in the third part below – until these first two are sorted out.)

The only saving grace is that you can increase conversions without A/B testing by making changes to how people look for, find, and complete these ‘milestones’ you’ve just identified.

One simple method is to identify friction points as people attempt to navigate the treachery (that is your sitemap) and hit each milestone.

For example, friction points can be at the very start of a customer interaction, when they’re simply trying to find a product to add to cart.


But they’re more commonly in the middle of an interaction, when they’re trying to find specific things but your site is making it impossible.

For example, below is a basic Heatmap analysis showing a service-based site’s portfolio of work.


Notice something missing?

The freaking clicks! It’s a virtual ghost town, with basically ZERO focused clicks and page interactions.

There is a hover animation (that you obviously can’t pick up on an analysis like this), but for whatever reason it’s not doing its job in getting people to click and view the portfolio examples (which is a critical step to them hitting the Contact Us button and reaching out).

Again – these principles apply inside an app as well as outside on the marketing site.

For example: Toggl. Awesome product. Insanely simple time tracking. Even the least technical people enjoy it.

Until, that is, when you’re about to log time against a new project and you need to setup a new client.


And you see… nothing? You can create a project here, but no Client (even though the label tells you to Add a Client).

(This also reminds me of Google Hangouts. Which you can tell was built by engineers. Because while using the product is great, starting one is another nightmare entirely.)

A path report comes in handy here, allowing you to dig deeper into the customer journey and pinpoint where some problem areas exist.

Segmenting your converters vs. non-converters, and then analyzing differences in their path or journey, is one way to surface these issues.


As an added bonus, path reports can also give you better attribution metrics because they’ll pick up all the stuff that happens during (not just before and after) a complete customer journey. You can track this stuff back to which (and how) your marketing channels (and thus, budget + resources) influence each step.


3. Event-Based Messaging

Now, it’s time for the good stuff.

The drip email campaigns to new trial-ers. The shopping cart abandonment. The in-app notifications. Heck, even the picking up the phone!

The key distinction here though, is that your outbound messaging and communication should now be tied to the milestones and path events you just identified (as opposed to static, time-based autoresponders.)

For example, Audible recently emailed me this promotion.

The design is fine (although image-heavy). The offer is good. And the Cialdini-esque urgency is great!


The key here is segmentation. The fine print says I’m receiving this because I have unused credits in my account (as of a certain date).

Unused credits = not using the product.

Not using the product = about to churn.

So they’re proactively targeting based on events to inspire (or dictate) action they want taken.

(Don’t worry Audible – got some travel coming up that will take care of those credits.)

Good email workflows can deliver similar results, spinning off new sequences of communication based on actions an individual might take on your website (or even another channel).

For example, many subscribers and leads often go dormant (see the stats at the beginning of the last section). So you can ‘win them back’ by getting a little extra details about what they’re into or looking for, and then tailoring your own messaging accordingly.

Below, I’m trying to pull out all people who’re implicitly answering this question by clicking on a specific ‘website’ link (as opposed to another topic that was provided, like marketing automation).


Now you have the trigger, which should kick off or refine the next communication they see.

Let’s say someone’s on-site (or in-app) and not moving. They got distracted and went somewhere else for a few minutes (physically, or a new browser tab). But you don’t want them to bounce.

As the stats show, there’s a good chance they’re bouncing and not coming back to (1) complete the purchase, (2) modify their account in your app, (3) leave a booking process, or (4) don’t fill out your long service-based opt-in.

The first step is to identify the trigger, or the idleness in this case, based mostly on time (in seconds or minutes).

You can then throw up a lightbox message to catch their attention, provide a recommendation, offer a promotion or incentive, etc.


You can also customize the location of the message they’re seeing based on importance or priority as well. So while a complete lightbox might be appropriate for an almost bouncing visitor, a simple bumper in the lower right hand side or basic notification might be enough for loyal people already working diligently inside your app.



Research studies conducted over several decades all show that repeat customers are the most profitable and most likely to refer you someone new.

Brand new customers on the other hand, are also shown to be unprofitable for a period of time because of their high costs of acquisition.

All that, and yet we still dedicate so little time and money behind retention strategies as opposed to new acquisition.

This problem is pervasive in most industries – not just SaaS – where online buyer’s typically hit website bottlenecks while trying to give you money.

Until these friction points and paths are smoothed out, it’s impossible to start running sophisticated retention strategies.

Because the most effective communication or messaging strategies are heavily reliant on specific actions people just did (or didn’t take) – and not some arbitrary method like time.

The tactics are the easy part. Where to place a link or what pop-up style to use. It’s just a Google away.

The hard part, is figuring out what to Google in the first place. And that comes back to your customer’s (not your) milestones.

About the Author: Brad Smith is a founding partner at Codeless Interactive, a digital agency specializing in creating personalized customer experiences. Brad’s blog also features more marketing thoughts, opinions and the occasional insight.

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RITRATTI MILANO at CPM Bedtime Stories Autumn Winter 2014 2015 by Fashion Channel

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Wanted: Stem Cell Super Donors

Our bodies’ cells didn’t evolve to flourish in a petri dish. Even fast-growing skin cells stop dividing and turn thin and ragged after a few weeks outside the body. This natural obstacle limited the therapeutic potential of lab-grown cells – if you can’t grow the cells, you can’t use them to heal damaged tissue.

Then, a decade ago, Nobel Prize winner Shinya Yamanaka identified a cocktail of genes that, when added to mouse skin cells, transformed them into a new kind of cell that grew happ

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A Quick Guide to Data-Based Display Advertising

Here’s a fun fact: In any given web session, your audience is more likely to have a heart attack than click on your banner ad.

Okay, so maybe that’s not so much a fun fact as it is a scary fact, but either way the fact is that most display ads have truly awful clickthrough rates.

The question is, why? Are your ads just unclickably ugly? Do you have the wrong CTAs? Is it just plain banner blindness?

While all of these elements could be contributing to a low clickthrough rate, often display ads struggle because they are simply showing up in front of the wrong audience.

Take this ad, for example:


Decent ad…terrifyingly bad placement.

However, with a little extra effort, your results can be better than this (admittedly, it’s not a very high bar). It’ll take a bit of work and research, but it will get your ads in front of more of the right people.

To improve the performance of your display ads, though, we’ll need to take a look at your analytics data. So, pull up your analytics platform and let’s get started!

Improving Your Topic/Interest Targeting

Topic/interest targeting is a very easy way to get your ads displayed on a ton of websites. However, if you don’t pick your topics carefully, your ads can easily end up in front of an irrelevant audience.

Imagine you’re marketing for a company like Slack, Salesforce or Moz. You’d probably choose a topic that your target audience is likely to be interested in, like “Business & Industrial > Advertising & Marketing > Marketing.”

Seems like a reasonable topic, right?

The only problem is, what your display network defines as a “Business & Industrial > Advertising & Marketing > Marketing” website may not be what you expect.

For example, is one of the websites under this topic:


Now, I have nothing against GetJar, but if you’re marketing customer relationship management (CRM) software, your ideal audience probably doesn’t consist of people who want to hack Instagram accounts…

I’ll admit that I’ve been researching CRMs, so there’s a chance that Salesforce’s ad showed up because they were using an in-market audience to target people in a CRM purchasing pattern. However, even if this is the case, if I was on GetJar because I wanted to play “Toca Life Town perfect,” I’m not very likely to click on an ad for “The Complete Guide to Lead Nurturing.”

Sure, maybe I might click on an ad for “The Complete Guide to ‘Toca Life Town’ Nurturing”, but “The Complete Guide to Lead Nurturing”? Not so much.

Do you see the problem here? While topic/interest targeting can get you on a lot of supposedly relevant sites, the actual relevance of those sites to your company or ad is often very low.

The good news is, there’s an easy fix for problems like this.

Since most people use the Google Display Network, I’ll use the GDN for my examples, though the same principles apply to most display advertising platforms.

To begin, you need to figure out where exactly your ads are displaying. You can do this by opening AdWords, picking a reasonable time frame (like 6-12 weeks) and then selecting the campaign you’re interested in and clicking Display Network.

From there, click “Placements” and you can see where your ads are being displayed:


Just so you know, if you’ve already chosen certain specific sites that you want your ads displayed on, there will be a “Managed” status on those placements. Websites chosen by Google (from your targeting setting) have their status set as “Automatic”.

Once you’re here, sort by impressions or costs. Check the conversion rates of the traffic on the top websites you have listed and if you see a poor conversion rate, take a look at that website to see if it’s on that’s applicable to your business. If it doesn’t match your advertising goals, click on “Edit” and then exclude that site.

On the other hand, if you find a site with a great clickthrough or conversion rate, click on “+ Targeting” and add it to your list of managed placements. Yes, I know that sorting through and cleaning up your placements can take some extra time and effort, but it will greatly improve the effectiveness of your display ads.

Fixing Up Contextual Targeting

Contextual targeting takes a very different approach to display ad targeting. Instead of using topics or interests to identify the websites you want your ads on, with contextual targeting you create keyword lists that Google uses to identify relevant sites.

Of course, whether or not this approach is a good idea for your company depends wholly on your marketing goals and the keywords you choose.

In a lot of ways, picking the right keywords for contextual targeting is a lot like picking the right keywords for paid search advertising: you need to know what keywords and phrases your target audience searches for online. So, if you’re running a paid search campaign, some of your best data can be found in your search terms report.

You’ll be able to find this information by using a relevant time frame (of about 6-12 weeks) and clicking on the tab labeled “Keywords.” From there, click on “Search Terms”:


Sort this list by conversions, clicks or impressions to see which search queries bring in the best traffic.

Generally, most accounts will have groups of 5-10 search terms or keywords that are thematically similar and drive great results. Identify those search terms are build your contextual targeting keyword lists around those themes.

It will take Google about a month or two to find the best sites for you. Once that’s up and running, you can look through your placements list and see which sites are most worthwhile (like we did in the last section). Or, if you’re already running contextually targeted ads, you may want to look at your current placements and search terms list to make sure that you are currently targeting the right keywords in your display campaigns.

Again, this approach isn’t quite as easy as simply writing down all the possibly relevant keywords you can think of and using that list to target your display ads, but the results will be much better.

Refinining Demographic Targeting

Demographic targeting is one of the simplest display ad targeting methods to use, but it’s also one of the least effectively employed ways to improve your display advertising’s performance.

The majority of advertisers forget that they have demographic data they can use to help measure the performance of their ads. You can tell you have a problem with your targeting if your target audience is men over 50 but all of your ads are showing up for women under 30.

Sadly, this sort of problem is far more common than you might think.

To see if your demographic targeting makes sense, open up Google Analytics and select “Audience.” From there, expand the Demographics submenu and choose “Overview.”

Finally, change your segment to “Converters” and you’ll see a screen like this:


Looking at the results in this GIF, you can clearly see that this client shouldn’t be targeting display ads to people who are older than 44 or younger than 25. There are no real conversions coming from that audience.

By the way, this approach only works if you’re tracking conversions, so if you don’t have conversion tracking set up…change that now. However, even in this situation, you can still get some fantastic demographic information for target demographic insight from the AdWords Report Editor (assuming that you get a lot of high-quality traffic through paid search):

report-editor-demographicsYou can see here that this client gets about 3x more clicks from men than than they get from women. With that in mind, would it make sense to run a campaign that targets primarily women? Probably not.

Once you know the demographics of your audience, it’s time to compare those demographics to the demographics of your display advertising audience. Just open AdWords and click your chosen campaign, then choose “Display Network”. From there, choose the Demographics tab:

display-network-demographicsYou can find insights on the gender, age and even the parental status of the people who convert from, click on or even just see your ads, courtesy of Google.

In this case, we’re looking at display ad demographic data for the same client as we saw in the other two screenshots. Comparing that data, it looks like their display ads are being shown to 3.4x more men than women, which matches the click demographics of the search ads they have set. That’s probably a good thing.

However, a significant portion of their impressions come from people over 44 and under 25. That’s a potential problem since that demographic doesn’t seem to convert on the client’s site. Limiting this client’s demographic targeting to people between 25 and 44 could significantly improve their ad performance.

Unlike the last two tactics, this approach is very easy to implement, so take a look at your demographic data and figure out where your best value comes from!


With the right targeting, you can get your display ads in front of the right audience. That can be great for building brand awareness and driving relevant clicks and conversions.

Or, your ads could be showing up in situations like this:


However, by using your analytics data, you can put together a good advertising strategy that can get your display ads to the right audience and boost the odds that your display ads will get clicked.

You’ve heard my two cents, now I want to hear yours.

How do you improve display ad performance? Have you ever seen any heart attack-inducing display ad fails like these?

About the Author: Jacob Baadsgaard is the CEO and fearless leader of Disruptive Advertising, an online marketing agency dedicated to using PPC advertising and website optimization to drive sales. His face is as big as his heart and he loves to help businesses achieve their online potential. Connect with him on LinkedIn or Twitter.

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NADIR TATI at ModaLisboa Spring Summer 2017 by Fashion Channel

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Study finds that obese women have more sex.

How much sex a person has is the result of many factors… but are there any that seem more important? To find out, these researchers collected data from 254 women in their thirties, asking them about their personal and physical lives. It turns out that over 40% of the women sampled had sex at least twice a week, and that obese women were more likely to have sex at least three times a week. I guess they really don’t call it the “dirty thirties” for nothing!

Factors Related to Coital Freq

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