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“Am I profitable?”
It’s a question every PPC account manager is asked, but it’s also a question many account managers struggle with answering.
PPC marketers aren’t necessarily statistics wizards or mathematically oriented by nature, and there can be many factors that affect overall profitability.
While understanding Google Ads and the auction process at a deep technical level is crucial to the success of any campaign, understanding a business’ financial metrics is just as important – and it’s increasingly becoming more so.
Gone are the days where PPC was really the only place to put your money.
Now there is Microsoft Ads, Facebook Ads, Snapchat, Instagram, and the list goes on and on.
Money is diversified to many places, and there’s no silver bullet for attributing every dollar spent.
The best we can do is use some math as our guiding light.
Grasping the financial metrics will make you a better media buyer, and give you better results long-term, whether you’re in-house or agency side.
These calculations can feel daunting for some managers, but mastering these will put you miles ahead of most PPC managers in both knowledge and practice.1. Determining ROAS
People interchange ROAS and ROI often, but they are not actually the same thing.
The difference between ROAS (return on ad spend) and ROI (return on investment) is whether you account for a company’s cost of doing business (often referred to as COGS – cost of goods sold – or profit margin).
When you talk about ROAS, you’re looking at PPC profitability in a linear way.
When you talk about ROI, you’re looking at your PPC spend in a multidimensional way.
ROI tries to answer this question:
In this example, let’s say you sell shoes for $50 a pair. Your ROAS would use the $50 in its calculation.
But, pretend you have a 50% markup on those shoes. That means your total gross profit is actually only $25.
Generally, media buyers rely on ROAS, because they don’t have all the internal calculations feeding into Google Ads that would show them ROI.What You Need to Determine ROAS
Total Conversion Value
Total Cost of AdvertisingFormula to Use
Total Conversion Value / Total Cost of AdvertisingExample
The ROAS would be 2.78 or 278% (48,750 total value / 17,547 Google Ads cost)
You can report back to the client that ROAS for the past 30 days was 278%.Tip
Google Ads actually has a column specifically built for ROAS.
Except Google doesn’t call it ROAS, so you might pass right on by it.
It’s labeled as All conv. value / cost.
If your campaigns are accurately tracking conversion value then you can use this column to calculate your ROAS quickly.
If a site isn’t ecommerce, that means you probably aren’t tracking conversion values for each conversion inside the account.
You’ll need to calculate ROAS by hand using the information your client gives you.
If every conversion is worth the same amount, you can instead assign that value to a conversion type, which would allow you to use that column.2. Determining Break-Even ROAS
ROAS is nice and all, but it doesn’t give you the full profitability picture.
As you saw previously in our shoe example, products cost money to the retailer.
Just knowing your ROAS doesn’t tell you if you are making or losing money overall.
For example, you can have a client whose ROAS is a whopping 400%, but they’re still losing money once you calculate their profit margins.
As a PPC account manager, it’s important to first set a break-even ROAS for your clients.
Every client will calculate profit margins differently (do we include rent in our profit margins calculations or do we not include rent, for example), but determining a basic profit margin is the first step in determining your client’s break-even ROAS.What You Need to Determine Break-Even ROAS
Profit MarginFormula to Use
1 / Profit MarginExample
Let’s say you’re a travel agent that books first class and business class airfare.
Each ticket booked generates an average of $1,600 in revenue.
That’s before the ticket is paid for, though.
About 65% of that revenue goes to the cost of booking the ticket and 6% of the revenue is paid out to salespeople for commission.
First, subtract the cost of the actual ticket. This would be 65% of $1,600, which is $1,040. Subtract that from the $1600 in revenue, and revenue is now down to $560.
Then there’s the 6% for the salesperson, which is 6% of $1,600. That’s another $96, leaving revenue at $464.
Out of the $1,600 in revenue, your client makes a profit of $464.
In essence, your profit margin would then be 29%.
But that’s not the whole picture.
This calculation of profit margin doesn’t include potential costs of doing business like rent, taxes, and other overhead.
And if you’re an agency, it’s not accounting for the cost of you!
This is simply the cost of servicing the booked airfare.
So to calculate your break-even ROAS you simply divide 1 by your profit margin.
1 / .29 = 3.4 (or 340%)
To explain break-even ROAS in a non-mathematical way:
In our above scenario, anything over 340% ROAS, means you are making money.
If it’s less 340% ROAS, you’re losing it.Tip
Some businesses hyper-focus on linear profitability (making more money than they spend after accounting for profit margins).
This can be short-term thinking if their customers tend to produce lifetime value to the business.
Do customers come back and buy again?
Do customers typically refer friends?
Is it a subscription service with a monthly fee, and there’s an average span of subscription time?
Determining the average lifetime value of a client or customer can increase your profit margins and in turn decrease your break-even ROAS.3. Determining Cost Per Conversion for Forms
Many accounts track form submissions as a conversion action in your client’s PPC accounts.
However, attributing a value per conversion is tricky since some form submissions don’t represent any profit or revenue for your client, or the amounts can vary drastically.
As a PPC manager, you want to know what your true cost per conversion is.
In other words, how much you pay for a form submission that turns into a sale or a deal or whatever it is that makes the business money.What You Need to Determine CPA for Forms
Average cost per conversion (cost per form submission)
Average Form conversion rate (the percentage of forms that turn into sales)Formula to Use
Avg. cost per conversion in Google Ads / Form conversion RateExample
Let’s use our travel agent example from the previous formula, but you are tracking form submissions as a conversion action.
You know that your average cost per conversion for your Google Ads is $37.
In other words, you’re generating form submissions at $37 a pop.
You close about 15% of all the forms received through Google Ads.
$37 cost per lead / .15 close rate = $246.67
So, your true average cost per conversion is $246.67, based on that close rate of 15%.
Now, we can calculate your ROI based on the numbers we have above.
Using the calculation for ROI means (profit – cost) / cost.
The numbers work out like this:
[($464 (average profit per conversion we calculated before) – $246.67 (true cost per conversion we just calculated)]/ $246.67 = 0.88.
It may look like that’s a loss, but remember, they are not losing money (ROI could be a negative number).Tip
Now that you know what you’re really paying per conversion, you can identify areas to increase ROI.
For example, increasing the sales team’s conversion rate by a given percentage will decrease their cost per conversion by ‘x’ dollars.4. Determining Break-Even CPA for Forms
We were able to calculate the break-even points for ROAS, but what about in our recent example tied to form submission?
Continuing our conversation from above, you know you’re profitable and that you’re generating sales at a $246.67 CPA.
But how do you know the most you can spend on a form submission without losing money?
But what if you were generating conversions at $42? Would the account still be making money?
Granted, you can plug those numbers into formula #3 — but there’s a better way.What to Use to Calculate Break-Even CPA for Forms
Average profit per sale
Form conversion rateFormula to Use
Average profit per sale x Form conversion rateExample
As we saw above, our average profit per sale is $464 (after subtracting costs for commissions and the cost of booking the airfare).
We also know that 15% of forms close as a sale.
$464 profit x 0.15 close rate = $69.60
In plain English, you can pay up to $69.60 per form submission on average before you start losing money.Tip
Sometimes it’s important to test decreasing profit margins for the sake of increasing volume and acquiring more clients.
Instead of thinking of it as:
“We’re generating form submissions at $37 per form.
Think through this scenario:
“We’re generating form submissions at $37 per form.
At that rate, our ROI is 180%.
But, if we increase our bids, we could generate 20% more form submissions at $45 per form.
Our ROI would drop to 154% but it still gives us a nice cushion below our $69.60 CPA break-even point with higher volume.”5. Determining Break-Even CPA for Complex Sales Cycles
Not all businesses convert their visitors in one linear process.
Long sales cycles can mean multiple touchpoints with a lead or prospect before closing a deal and generating revenue.
For this formula, let’s draw out the scenario first and then figure out the correct formula.
Let’s say you work for a company that sells a monthly subscription to a cloud-based small business accounting software.
Their average customer generates $3,287 over the course of the average subscription length.
Your PPC campaign sends traffic to a landing page promoting a free webinar that explains the benefits and features of the software.
Webinar registrations are as far as your PPC conversion tracking goes!
This is where it’s crucial to know how your sales funnel generally performs.
45% of webinar registrants actually attend the free webinar.
Of those attendees, 15% ultimately sign up for a subscription to your client’s software.
Now you need to work backward on the math to figure out the most you should be paying for a webinar registration from your PPC campaigns.What You Need to Know to Determine Your Break-Even CPA
Average profit per sale
Webinar conversion rate (percentage of registrants that attend)
Sales conversion rate (percentage of attendees that buy a subscription)Formula to Use
(Webinar Conversion Rate x Sales Conversion Rate) x Average Profit Per Sale
The first step in the formula determines our true, or actual conversion rate.
Once we have our true conversion rate, we simply borrow our formula from step 4 and multiply our average profit by our true conversion rate.
Let’s work through the math in our scenario:
(45% of registrants attend x 15% convert to subscribers) x $3,287 lifetime value of a sale = $221.87
Put simply, your break-even CPA for a webinar registrant is $221.87.Tip
Explaining these calculations might feel a little overwhelming, but it can be easier if you walk through it with an example.
Here’s how you’d do it for a scenario where you generated 500 webinar attendees at a break-even CPA of $221.87:
We generated 500 webinar registrants at an average cost per registrant of $221.87. In total, we spent $110,935.
Of those 500 registrants, we expect 225 of them to actually attend the webinar, based on our historic average of 45%.
Of those 225 attendees, we expect approximately 34 (15%) of them to buy a software subscription.
We know that an average customer represents $3,287 in profit.
The above calculation can get more complicated if you don’t know the average lifetime value of a client.
We called it $3,287 just for the sake of this example, but sometimes it isn’t that straightforward.
Work to figure out these numbers so you’ll have a clearer sense of what’s going on, which will empower you to manage a more statistically accurate campaign.Conclusion
Knowing how to calculate these formulas by heart is great.
But being able to explain how they make sense with scenario-based, non-mathematical English is way more important
If the “why” of these formulas makes sense to you, you’ll be able to apply them in different situations no matter what types of accounts you manage now and in the future.
It takes you beyond being a PPC manager and operating as a true partner to the success of a business.
Screenshot taken by author, September 2023
You're reading 5 Essential Roi Formulas Ppc Managers Should Master
In today’s digital age, passwords are a crucial part of our lives. We use them for everything from accessing our email to online banking, and it can be overwhelming to keep track of them all. This is where password managers come in handy.
A password manager is a tool that securely stores and manages all of your passwords in one place. It works by generating strong, unique passwords for each of your accounts, so you don’t have to remember them all. You only need to remember one master password to access your password manager.
Using a password manager not only saves you time but also improves your online security. With data breaches becoming more common, having strong passwords that are regularly changed is essential. A password manager ensures that all of your passwords are strong and unique, reducing the risk of someone hacking into your accounts.What are iPhone Password Managers?
An iPhone password manager is an app that securely stores and manages all of your passwords and login credentials in one place. This eliminates the need to remember multiple passwords, and allows you to use strong, unique passwords for each account without the fear of forgetting them.
Password managers work by encrypting your login credentials with a master password that only you know. This means that even if someone gains access to your device, they will not be able to access your saved passwords without the master password.
Using an iPhone password manager is important because it helps protect you from cyber attacks such as phishing scams or data breaches. Many people tend to use simple, easy-to-remember passwords across multiple accounts, which makes them vulnerable to hacking attempts. Password managers help mitigate this risk by generating complex and unique passwords for each account, making it much more difficult for hackers to gain access.Importance of using a password manager
The importance of using a password manager cannot be overstated as they not only help keep your accounts secure but also save you time by auto-filling your login details when needed.
Using the same password for multiple accounts or using a weak password can lead to security breaches, putting your personal information and sensitive data at risk. With an iPhone password manager, you can generate secure passwords and store them in an encrypted vault. This way, you only need to remember one master password to access all your other passwords.
Another benefit of using a password manager is that it helps you avoid the hassle of manually entering your login details each time you access a site or app. These applications can auto-fill your login credentials, saving you time and effort.
Using a password manager, you also ensure that your passwords are accessible across multiple devices, which can be especially helpful if you use different devices throughout the day or share devices with family members.Dashlane
Dashlane is one of the most popular password managers for iPhone users. It offers a wide range of features to keep your passwords secure and easily accessible. Some of its top features include:Features
Password Manager: Dashlane helps you store all your passwords in a secure vault, which you can access using a master password or biometric authentication.
Autofill: With Dashlane, you can autofill your login credentials on any app or website, making it easier to access your accounts.
Dark Web Monitoring: It continually monitors the dark web for any data breaches that include your personal information and alerts you if it detects any suspicious activity.
VPN: Dashlane includes a built-in VPN that provides an extra layer of security when accessing public Wi-Fi networks.Pros
User-Friendly Interface: The app’s user interface is straightforward and easy to navigate, making it simple for users to manage their passwords.
Multi-Platform Support: Dashlane is compatible with multiple platforms, including iOS, Android, Windows, and Mac OS.Cons
Price: The premium version of Dashlane can be expensive compared to other password managers in the market.
Limited Free Version: While the free version is available with limited features, some essential features like syncing across multiple devices are only available in the paid version.1Password
1Password is a popular iPhone password manager that offers several features to help you manage your passwords effectively.Features
Some of the key features of 1Password include:
Password generation: With 1Password, you can generate strong and unique passwords for each of your accounts.
Auto-fill: The app can automatically fill in your login credentials when you visit a website or open an app.
Two-factor authentication: You can use 1Password to store your two-factor authentication codes, so you don’t have to switch between multiple apps.
Secure notes: You can use this feature to store other sensitive information such as credit card details, passport numbers, and more.
Cross-platform support: 1Password is available on multiple platforms, including iOS, Android, Windows, and Mac OS.Pros
Some of the pros of using 1Password include:
User-friendly interface: The app is straightforward to use, even for non-tech-savvy individuals.
Strong security features: 1Password stores your data using AES-256 encryption and PBKDF2 key derivation. Additionally, the app uses end-to-end encryption when syncing data between devices.
Third-party integration: The app integrates with several third-party apps like Dropbox, Google Drive, and Slack for easier sharing of passwords and other data.Cons
Some potential cons of using 1Password include:
Pricey subscription model: While the app offers a free trial version with limited features, you need to pay a monthly or yearly subscription fee to access all its functionalities.
Limited sharing options: Unlike some other password managers that allow you to share login credentials with specific individuals or groups easily, sharing in 1Password can be more complicated.LastPass
LastPass is a popular iPhone password manager that offers a range of features to help users manage their passwords easily and securely. One of the standout features of LastPass is its ability to generate strong and unique passwords for each of your accounts, ensuring that your accounts remain secure even if one password is compromised.Pros
LastPass offers a free version with basic password management features, making it accessible to everyone.
The app allows users to store not only passwords but also other sensitive information such as credit card details, notes, and IDs.
LastPass comes with form-filling capabilities that reduce the time and effort required to fill out online forms.
Users can share their login credentials with friends and family without revealing the password through its sharing feature.Cons
Some users may find the interface of the app cluttered or confusing.
The free version has limited features when compared to the premium version which may not be affordable to all users.
There have been some minor security concerns raised in relation to LastPass in the past but they have been dealt with.Keeper
Keeper is another popular password manager for iPhone users. It has some unique features that make it stand out among the competition.Features
Keeper uses 256-bit AES encryption to keep your passwords safe.
It has a secure password generator that can generate strong and unique passwords for each of your accounts.
Keeper allows you to store not just passwords, but also credit card information, bank account details, and other sensitive data.
You can access your Keeper vault from any device, including your iPhone, iPad, and desktop computer.
It supports biometric authentication on iPhone devices with Touch ID or Face ID.Pros
Keeper’s Autofill feature makes it easy to fill in login credentials on websites and apps without having to type them manually.
Its mobile app allows you to share passwords securely with other users. You can also create secure folders and share them with specific people or groups.
The app offers a variety of customization options so you can tailor it to meet your specific needs.Cons
One major downside of using Keeper is its cost. While there is a free version available, it only allows you to store up to 50 passwords. If you have more than 50 accounts that require a login, you will need to upgrade to the paid version which starts at $2.91 per month.
Some users have reported issues with the Autofill feature not working properly on certain websites or apps.
There have been concerns in the past regarding Keeper’s security practices. However, these issues were addressed by the company in subsequent updates.RoboForm
RoboForm is a password manager that offers a range of features to help users store and manage their passwords securely. Some of the key features of RoboForm include:
Automatic password saving and filling
Secure note storage for important information
Ability to generate strong passwords
Two-factor authentication for added security
Cross-platform availability (iOS, Android, Windows, Mac)Pros
Easy to use interface with intuitive design
Strong encryption protocols ensure secure data storage
Large number of customization options available for users
Affordable pricing plans with a free version availableCons
There are also some drawbacks associated with using RoboForm as a password manager. Some of the cons include:
Limited functionality in the free version compared to paid versions
Limited integration with third-party apps and browsers
No cloud backup option for data storageImportant Considerations when Choosing an iPhone Password Manager Security Features to Look For
When choosing an iPhone password manager, it’s important to consider the security features it offers. Your passwords and personal information will be stored in the app, so you want to ensure that they are well-protected.
One important security feature to look for is two-factor authentication, which adds an extra layer of protection by requiring a second verification step, such as a code sent to your phone or email. Another essential feature is end-to-end encryption, which ensures that your data is encrypted both when it’s being transmitted and when it’s at rest in the app.
It’s also a good idea to choose a password manager that offers strong master password requirements. This means that your master password should have complexity requirements like length, special characters, and numbers to make it harder for anyone to guess or crack.
Lastly, you should consider the reputation of the password manager company in terms of security breaches and overall privacy practices. Look for reviews or research on their security track record and privacy policies before making a final decision on which password manager to use.User Experience
User Experience (UX) refers to the overall experience that a user has when interacting with a product or service. In the context of iPhone password managers, user experience encompasses how easy it is for users to navigate the app, set up and manage their passwords, and access their accounts across multiple devices. A good user experience includes an intuitive interface, clear instructions for setting up and using the password manager, and responsive customer support in case of any issues. When choosing an iPhone password manager, it is important to consider the user experience as this can impact the level of security and convenience provided by the app.Cost
Must Read MySQL Books
MySQL is a popular open-source RDBMS that helps store and manage data efficiently. It is widely used in web applications, online databases, and e-commerce sites. Learning MySQL is valuable for developers and database administrators looking to manage data, improve query performance, and build robust applications.
Hadoop, Data Science, Statistics & othersKey Highlights
It helps improve SQL skills and query optimization for better performance.
Provides different perspectives from various experienced authors.Most Recommended MySQL Books
Let us look at the MySQL Books and see which one best suits your needs:-Book #1: Learning MySQL: Get a Handle on Your Data
Author: Hugh E Williams, Saied Tahaghoghi
Get this book here
“Learning MySQL: Get a Handle on Your Data” by Hugh E Williams and Saied Tahaghoghi is an ideal book for beginners who want to learn how to use MySQL, the popular open-source database management system. The book provides an overview of database concepts, covers the basics of MySQL, and offers hands-on examples and exercises to help readers get a handle on their data.
Introduces MySQL basics and provides clear instructions for installation and setup
It covers essential topics like database design, data manipulation, and user management.
Includes practical examples and exercises to reinforce learningBook #2: MySQL Cookbook
Author: Paul DuBois
Get this book here
It contains a collection of over 600 MySQL recipes for solving common and complex problems.
It covers various topics such as database administration, security, and data manipulation.
Provides detailed explanations and code examples for each recipeBook #3: High-Performance MySQL: Optimization, Backups, Replication
Author: Baron Schwartz, Peter Zaitsev, Vadim Tkachenko
Get this book here
“High-Performance MySQL: Optimization, Backups, Replication” by Baron Schwartz, Peter Zaitsev, and Vadim Tkachenko is a comprehensive guide to MySQL performance optimization. The book covers everything from database design and indexing to hardware and software optimization and backup and replication strategies. The authors share their extensive experience in MySQL performance tuning, making this book an essential resource for anyone who needs to get the most out of their databases.
Focuses on optimizing MySQL performance for high-traffic applications
It covers topics such as database design, query optimization, replication, and backups
Provides practical tips and best practices for improving MySQL performanceBook #4: SQL and Relational Theory: How to Write Accurate SQL Code
Author: C.J. Date
Get this book here
This book by C.J. Date is a must-read for anyone who wants to write correct and efficient SQL code. The book covers the fundamentals of relational database theory, including the relational model, normalization, and SQL syntax. The author provides numerous examples and exercises to help readers understand and apply the concepts in practice.
Emphasizes the importance of understanding relational theory for writing accurate SQL code
It covers topics such as normalization, keys, and referential integrity
Provides clear explanations and examples to help readers understand complex conceptsBook #5: Effective MySQL: Optimizing SQL Statements
Author: Ronald Bradford
Get this book here
Focuses on optimizing SQL statements for improved MySQL performance
It covers topics such as indexing, query optimization, and database design
Provides practical tips and best practices for writing efficient SQL statementsBook #6: Pro MySQL
Author: JayPipes, Michael Kruckenberg
Get this book here
This book is an extensive guide to MySQL development and administration. The book covers many topics, including data modeling, performance tuning, security, and backup and recovery. The authors also provide practical examples and case studies to help readers apply the concepts in practice.
Includes practical examples and best practices for developing complex MySQL applicationsBook #7: MySQL Explained: Your Step-by-Step Guide
Author: Andrew Comeau
Get this book here
“MySQL Explained: Your Step-by-Step Guide” by Andrew Comeau is an ideal book for beginners who want to learn MySQL step-by-step. The book covers the basics of MySQL, including installation, configuration, and data modeling. The author also provides practical examples and exercises to help readers practice their skills.
Provides a beginner-friendly introduction to MySQL
It covers topics such as database design, data manipulation, and user management
Includes clear explanations and step-by-step instructions for using MySQLBook #8: MySQL (Developer’s Library)
Author: Paul DuBois
Get this book here
This book is a detailed reference for MySQL developers and administrators. The book covers all MySQL development and administration aspects, including data modeling, SQL programming, and system administration. The author also provides practical examples and best practices to help readers apply the concepts.
Provides a comprehensive guide to MySQL for developers
Includes practical examples and best practices for developing robust MySQL applicationsBook #9: MySQL for Developers: A Comprehensive Tutorial and Reference
Author: Rick van der Lans
Get this book here
Focuses on MySQL for developers, covering topics such as database design and data manipulation
Provides practical examples and code snippets for each topic
Includes a comprehensive reference guide for MySQL syntax and featuresBook #10: Expert MySQL (Expert’s Voice in Databases)
Author: Charles Bell
Get this book here
Includes practical examples and code snippets for each case.Recommended Articles
Our Top 10 MySQL Books compilation aims to be helpful to you. For an extensive list in the category, EDUCBA recommends the following,
Unlike other enterprise-wide applications intended to improve the bottom line, corporate portals tend to live up to vendor’s promises and, more often than not, begin to save companies money as soon as they go live.
According to a just-released Delphi Group study, only 2% of portal installations failed to return any ROI. This compares very favorably to CRM installations, which, by some analysts estimates, fail 40% of the time.
The Delphi report, which looked at hundreds of installations, found that 22% of firms reported ROIs between 21% and 50%, while 18% of installations returned over 100%.
But, as with most IT implementations, there is a caveat emptor: poor planning prior to installation will negate management’s reasons for installing the portal in the first place and probably lead to poor ROI.
“Whenever my clients come to me and ask me ‘Who do we pick for portal technology?’ I’m like, ‘Back up a second,’” said Laura Ramos, an analyst with Giga Information Group. “‘Let’s talk about what the portal is going to do.’”
The are at least three things that must be decided prior to picking a vendor, said Ramos. One: what problems will be addressed or solved by installing a portal? Two: what is the state of your current IT infrastructure? (A grandiose vision of an enterprise-wide portal probably won’t work on 23 un-networked, proprietary databases.) And, finally, how will you measure the success or failure of the installation?
This last decision may be the most critical. “When you ask people to talk about what it is they’re going to measure they start to get real clear about what is important in a portal and what isn’t,” said Ramos.
Nathanial Palmer, vice president, chief analyst and author of the Delphi Group study, found the highest ROI comes from a well-planned implementation strategy with relatively simple goals like eliminating excess paper work and printing. “By in large the greatest value came from fairly prosaic applications,” said Palmer.
AmeriKing, the largest franchisee of Burger King’s in the country with 376 restaurants and 13,000 employees, for example, saves over $192,000 per year through volume discounts on office supplies by incorporating a centralized purchasing function into their franchise-facing portal that allows its store managers to buy from Boise Cascade’s online store.
At many corporations some of the biggest savings come from the integration of intranet web sties onto shared Web and application servers, said Nate Root, a Forrester analyst. This simplifies IT’s job and reduces the need for extraneous hardware and software purchases, and maintenance costs.
“Going into a portal effort a lot of companies have dozens or hundreds or even thousands of different intranet sites and, by putting a portal in place, they can consolidate all that and get rid of all that old excess infrastructure,” he said.
Hewlett-Packard, for example, consolidated some 1,200 intranet sites when the company instituted its portal project, Root said. “They built up over time because it was so easy to put a Intranet site up.”
Savings can be further enhanced through the use of single-sign-on and authentication tools. When Verizon was consolidating GTE and Bell Atlantic, the company discovered 60% of internal helpdesk time was spent answer password questions, said Root.
“From an access perspective,” said Robert Lancaster, senior analyst at the Yankee Group, “providing single-sign-on through a portal environment relieves a huge amount of IT strain purely because people only need to remember a single password for up to a dozen applications.”
Finally, from an IT perspective, portals are relatively simple installs. ‘Simple’, of course, is defined by the scope of the implementation, but most IT departments can handle the technology with relative ease. Problems tend to creep in from the non-IT issues such poorly thought out usability or taxonomy (the portal’s organizational hierarchy) issues, said Giga’s Ramos.
“A portal is a glorified Web server when it comes down to it, with a little bit of custom application server type development and a little integration work but its nothing that the IT shops that are out there now can’t handle,” agreed Forrester’s Root. “Nine times out of 10 its organization and content, and that kind of stuff that gets in the way.”
5 Questions to help set, manage and review your content marketing effectiveness
As we accept that our consumers are learning about, and navigating through, more and more information about our brand, organisation, industries or topic areas as they research online, we’re needing to deploy more sophisticated strategies in order we can earn attention, and importantly trust. This is what sits behind the drive of content marketing’s rise to the forefront of the digital marketing agenda.
Content marketing is starting to mature, too. More and more reports, such as this from the Aberdeen Group, illustrate this, here too.An easy start-point
Below is a simple matrix of ideas to help you set the KPIs or metrics based on what we’ve used on different projects. We’re not saying “this is the way you must do it” or that you need to use all of these KPIs. Instead, we hope this is a useful framework to help select the best type of KPIs for different markets.
We’ve taken three angles here to illustrate, so we’ve got the full range of measures covered from hard sales vs softer engagement metrics.
Using these different types of measures is even more important for companies with long purchase or repeat purchase cycles, such as automotive, furniture or maybe PCs – and certainly for B2B businesses. The longer buy cycles require the need to demonstrate ongoing engagement.
Brand measures: These are easier for bigger brands or where there’s less competition, simply because the tools seem to work better in that space. Think brand or key-phrase mentions, sentiment, share of market mentions over competitors and certainly site traffic. These are the bigger needles to get moving and often require a bit more momentum.Combining measurements and social media optimisation
Brian Solis talks about SEO + SMO = Amplified Findability in the traditional and social web. I think that’s a great way to summarise it [Dan – like that although I’d call it Amplified Visibility FWIW – for me Findability is about efficient customer journeys on websites – it’s a user-centred design technique, but I guess Brian doesn’t know about that!).
Given that social objects are contextualized through keywords, titles, descriptions, and/or tags so the measures here are not so different to SEO in terms of inbound links, as well as referring web sites where your content, the social objects, are placed. So you need to develop an analytics dashboard that reviews your effectiveness within this content eco-system.
Recommended Guide: Guide to Content Marketing ROI
Learn how to use analytics to PROVE the value from your content marketing
Download our Content Marketing ROI Guide.Actionable analytics for content marketing
Following on from the above table, these measurements are great and you also have to be able to do something with them. The analytics guru’s like Avinash Kaushik, and of course Dave Chaffey 🙂 will always talk about actionable metrics. How might that apply to content marketing, here are a few examples of questions to ask for which you need to review the analytics to get the answer:
Q1. Which keyphrases related to content are most effective at driving visits and outcomes? Ensure that you have an idea of what audience personas or segments whom those keywords relate to as well, so you know who you’re writing content for. Build on the keyphrases that are most effective. When you identify high bouncing keywords try surveying those users on exit or placing calls to action directly on the page to ask for feedback, tools like Kampyle can help with that.
Q4. Are we increasing the % of engaged users? Engagement can be short or longer-term – it might be that someone has viewed more than 3 pages on the site, per session, this is better than time on site. You can consider improving that by designing site journeys that are for specific audiences and creating multiple routes to the important content.
Q5. What are the satisfaction ratings for our content? Use different customer feedback software like 4Q and Kampyle so you get overall ratings of your content and feedback on specific content. 4Q is great since it shows you what people were looking for against what whether they were successful and how satisfied.
The general rule of optimisation is to monitor and test and don’t stop! Websites and web based content are not brochures, they’re never ‘done’. Focus on testing and trying new things where the analytics and customer feedback data indicates the best opportunity to improve.
5 Best Browsers that You Should Use for Turbotax
Only a handful of browsers are supported for Turbotax, with some limited to specific devices.
One common characteristic of the browsers compatible with popular tax filing software is an incredible speed and privacy.
Few browsers work for Turbotax on multiple devices and can be used alternatively if another does not respond.
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The Turbotax software is a top-level tool that makes tax filing and preparation easy. However, there are times when you might not be able to use the app.
In the case of devices like Chromebooks, you might not be able to install the software due to a lack of optical drives. This is where the best browsers for all devices come in.
This guide will show you the five browsers you can use with the online version of the popular tax software. Irrespective of your device, you will surely find a suitable app here.Does Turbotax work with Google Chrome?
The online version of Turbotax works with the Chrome browser version 74 or higher. In fact, it is only via the Chrome browser that you can file your tax with Turbotax on Chromebook.
It is also supported on Windows and some Mac devices. Hence, rest assured that Turbotax works great on Chrome.Is Turbotax compatible with Firefox?
Firefox is one of the browsers that are compatible with Turbotax. You can use it to prepare your tax on Windows and Mac PC.
However, it does not work on Android and Chromebook. So, it all depends on your device.What browsers are best for Turbotax?
Opera is one of the few browsers compatible with Turbotax. It meets all Turbotax system requirements on all the major devices except Chromebook and iOS.
Opera is reliable and aids your tax preparation process with its searing browsing speed. Also, it assures your privacy and security. With this, you can ensure that all the information entered in your browser is safe.
What’s more, you can always find a use for Opera beyond using tax preparation. It just packs so many that put it ahead of the pack on many fronts.
Built-in VPN and ad blocker
Simple and intuitive interface
Handle your taxes securely and protect your data when using Turbotax with Opera’s antitracking and free VPN!
Google is one of the big players in the browser industry, and it is not surprising that it is compatible with Turbotax. It works on virtually all mobile and desktop devices with few exceptions.
A plus is that it has no competition for Turbox on Chromebook. Chrome is known for its speed, which is handy when running a high-level website like this.
Also, it has a minimalistic and clean interface. This makes it easily accessible to anybody.
Standard security feature
Large extension store
⇒ Get Chrome
Now a Chromium-based browser, Edge is one of the fastest apps you can use today. Also, unlike the boring Internet Explorer, this browser can use extensions from the Chrome Web Store to extend its features.
Additionally, Edge offers standard privacy and security. Hence, there is no risk of data leakage.
Clean and sleek interface.
Built-in anti-tracking feature.
⇒ Get Microsoft Edge
Safari needs no introduction, as it is the default browser for Mac and iOS devices. This is why it is not surprising that it is the best browser for Turbotax on both operating systems.
One benefit of using this Safari browser is its incredible speed. Also, you can sync your data across iOS and Mac devices for easy access.
When it comes to privacy, this browser is no slouch. It provides you with a clear tracking report of your browsing activity.
Incredible browsing speed
Simple interface that can be customized
Works with extensions
⇒ Get Safari
Mozilla’s browser is a stunning app that delivers irrespective of the website. It is one of the listed browsers that work with Turbotax on different devices.
Firefox is suitable for this top-level website, thanks to its low resource usage. Also, it has an incredible page load speed that is on par with some of the best browsers.
Furthermore, Firefox has an anti-tracking feature. With this, nobody can follow you on the internet. Lastly, your data is secure with this browser.
Fast browsing speed
Elegant and smooth interface
Works with extensions
⇒ Get Firefox
The best browser for Turbotax needs to be a high-level app that can handle the top-notch website. This guide contains modern-day browsers officially supported across all devices.
Are you looking for a list of the best browsers that won’t save your personal data? Then, check out our guide for superb options available to you.
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