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Technology is in a constant state of flux and evolution, and the way consumers interact with technology affects how they search and inevitably, how they purchase goods and services.

Like tech, nothing stays the same in the world of marketing, least of all the consumer.

As new strategies, analytics, and search features are rolled out, let’s not forget the most important piece of the purchase journey – the people.

Winning the hearts and minds (and dollars) of consumers today is going to require a reevaluation of who they are and what they expect from you.

Small and medium-sized businesses (SMBs) need to stay on top of trends and continue to evolve their marketing strategies to reach their ideal customers.

Whether your marketing goals are to drive foot traffic to your business, make the phone ring, or sell your products online, it’s critical to have a cost-effective digital marketing strategy that reaches the right audience and delivers measurable impact.

Here are five ways the consumers of today are changing, and how you need to change your marketing perceptions to reach them.

1. New Audiences Are Emerging & Demand Your Attention

New audience segments are gaining ground.

Just check out these statistics from Accenture.

31% of women out-earn their partners and influence 83% of all U.S. consumer spending.

LGBTQ buying power in the U.S. is currently over $1 trillion.

Minorities are predicted to represent 34% of total buying power in the U.S. by 2023.

By 2023, U.S. millennials will hold 30% of overall buying power.

Gen Z is on track to influence 40% of consumer spend in 2023

What Does This Mean?

It’s time to develop new value propositions, marketing strategies, and consumer experiences that satisfy the unique needs of these sub-groups.

Embrace this changing consumer landscape by taking the time to understand them and change your approaches to best suit their lifestyles and expectations.

It’s important to keep in mind diverse audiences and make sure that you’re marketing is inclusive.

Inclusive audience marketing removes the barriers to help us as marketers reach more people.

2. Consumer Loyalty Isn’t so Loyal

Most consumers aren’t waiting for a bad experience before they switch providers, they are just waiting for a better experience.

In fact, 44% of customers would leave current providers if an alternative, comparable provider appeared.

What Does This Mean?

You’ve got to up your game to not only convert but retain customers.

Maintaining the same customer experience without consistent improvement won’t keep people coming back for more.

New consumers expect value beyond your product or service.

On-demand interactions and seamless transactions are the standard. Anything counter-intuitive or clunky is going to be left in the dust.

3. Technology Is Part of Who They Are

For many of these emerging audiences, technology is embedded in who they are.

They’ve always had a computer in their house, they possibly were even given a smart phone as a pre-teen, have been saying interacting via voice with their phones for years, and now with smarter digital assistants.

Those born into the digital age of search expect a more nuanced and tailored experience – and they don’t want to look too hard for it.

They also expect near immediate delivery and will easily shift brands to accommodate their time-sensitive requests.

What Does This Mean?

New consumers appreciate innovation and convenience. They thrive in mobile environments and expect their physical and digital purchase journeys to effortlessly intersect.

Cross-over should be inherently built into your marketing funnel resulting in a streamlined experience no matter where the customer is.

4. Deep Personalization Is an Expectation

New consumers expect every experience with your business to be hyper-relevant and personalized. This idea moves past developing a “unique” experience, becoming more of a “me” experience.

Consumers who are immersed in tech are more willing to share private, identifiable information for a more personalized experience with your product or service.

Consumers expect to be recognized and provided a level of engagement that is conversational, friendly, and familiar. They aren’t interested in telling you what they need, because you should already know.

With this expectation of personalization, it’s also important to take into account privacy considerations where data is involved. Consumers are also concerned about data privacy, so you should be, too.

What Does This Mean?

Companies can stay relevant by reimagining themselves as more of a person than a product or service.

Use the data these new consumers are so willing to share to build living profiles of customers, using that information to tailor every consumer touchpoint to be all about them.

Make sure to take appropriate steps to keep privacy top of mind as you’re handling customer data though, as data privacy is a concern of many consumers.

5. The Consumer Decision Journey Is Evolving

The consumer decision journey has become more complex with an increase in touchpoints and engagements with brands across the journey to purchase.

There are many factors that influence a customer’s decision, and there isn’t a single formula to reach them.

Understanding the consumer decision journey can help you better market to your customers to reach and engage with them along that journey.

What Does This Mean?

Take the time to understand your customer’s buyer journey.

Use the improved understanding to market more closely to the journey that you customers take for improved efficiency in campaigns.

Evolve with Your Customers

Winning the new consumer requires more than just creating experiences. It’s about:

Understanding who they are.

Meeting them where they are.

Creating relevant experiences to meet their rising expectations.

Customer-centric marketing strategies can help you continue to reach your target audience.

It is incredibly important to stay up to date on trends that are reshaping the expectations of your consumers.

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9 Ways To Know Your Customers Better

It’s an understatement to say that you rely on your customers. After all, they represent the source of your revenue. Your business only really exists because of them. However, as vital as they are to your operation, your customers can sometimes feel like strangers. In order to maintain growth, you have to know your customers better.

Without this essential information, a knowledge gap can develop. Don’t let that happen. It leaves you vulnerable to your competition and can alienate you from the market. Instead, take all the steps necessary to understand your customers as deeply as you can. 

Learning more about the people buying your products and services can lead to unexpected insights. The more information you have, the better you can respond to changing market forces and an evolving business environment. Meanwhile, without the proper intelligence about your clientele, you’re basically throwing darts in the dark. The future of your business becomes a game of chance, rather than a logical endeavor.

With that in mind, here are nine steps you can take to learn more about your customers:

Check Reviews

Finding out about your customers can become a resource-intensive endeavor. However, there are relatively cheap ways of getting some information. In fact, your customers likely already do some of the work for you. All you have to do is read your reviews.

Invest in Customer Service 

Errors and disappointments are bound to happen. But just because the customer is unsatisfied with one particular order doesn’t mean you have to lose them forever. By making sure that your customer service operation is robust and responsive, you can turn otherwise unpleasant encounters into long term growth opportunities.

Also read: Top 9 WordPress Lead Generation Plugins in 2023 Listen to Your Sales Staff

Sometimes you have to read between the lines to really understand someone. Not every customer is going to be upfront about their needs. As such, you need to trust the people closest to the situation in order to figure out what’s happening below the surface. In the case of your customers, this responsibility falls to your sales staff. Listen to what they have to say. They can give you subtle insights that might not be available through other means.

Social Media 

Social media represents an excellent marketing platform. However, it can be much more than that. Beyond just providing an outlet for your branding content, social media allows you to connect directly with customers and potential customers. You can converse with people, gather intel, and build relationships. Leverage your social media opportunities to learn more about your customers.

Conduct Surveys 

Also read: Best 10 Semrush Alternative for 2023 (Free & Paid)

Meet in Person 

Host a Party

You work hard to create a sense of community among your employees – conferences, team-building exercises, and, of course, company functions. Those same principles can apply to your customers.

Also read: The Five Best Free Cattle Record Keeping Apps & Software For Farmers/Ranchers/Cattle Owners Consider “Why?”

Knowing your customers is all about planning for the future. The more information you have, the easier it is to innovate and to make improvements. Getting to that point means going beyond the single sale. Instead, with every customer, you need to ask yourself “why?” 

Why did they choose you over the competition? How do your products and services fit into their business? How is there industry changing? The answers to these questions will guide your development. Staying curious and current will set you up for long-term growth.


Imply Pivot complements Druid with an outstanding and intuitive UI for analyses of traveler behavior and trends.

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Windows 11 Disable Search: 5 Ways To Easily Do It

Windows 11 Disable Search: 5 Ways to Easily do it




Disabling the search functionality on Windows 11 will not cause any sort of system instability.

After disabling this service, your system will run faster than before, thus making your work more efficient.

Even though it is not recommended that you disable services, you can choose to do so temporarily or permanently.

It’s hard to imagine not having search indexes helping you navigate the complexity of a Windows 11 computer. Operating systems are made up of many individual parts and they are difficult to navigate through.

It never hurts to know more about your computer and learn what it can do. Computer literacy is an important skill to have and for that reason, it is useful to learn how to disable searching capabilities on Windows 11.

Plus, knowing a lot about your computer and how it works can go a long way in repairing it or troubleshooting it.

It’s not uncommon for search indexing to be turned off via error and it’s important to know how to remedy that. Or perhaps you just want to change how something looks. Whenever you look for something on Windows 11, the OS will show you local results and search results from Bing.

Bing is an alright search engine, but the majority of people use and prefer Google so getting Bing results is not something many would even want.

Why would I need to disable windows search?

Believe it or not, there are some benefits to disabling the search functionality on Windows 11 besides getting rid of pesky Bing results. These benefits include reclaiming computer resources and space on your hard drive as well as reducing the amount of power consumed and background tasks going on.

Expert tip:

It’s not recommended that you disable any sort of search functionality. Windows Search is currently the most efficient search tool on Windows 11, one of the few native apps that outperform third-party ones.

This guide will take you through the steps of how to disable the search functionality on Windows 11. It will also explain how to make Windows Search more power-efficient on laptops. Doing so will minimize indexing when your laptop is running low on power.

How do I disable the search function on Windows 11?

1. Use the command prompt 2. Via the Services app 3. Disable the searching feature permanently 4. Disable Bing web results from appearing in Windows search 5. Optimize power efficiency by configuring Windows Search (laptop only) Are there are any other search bar issues I should know about?

Rarely, you will run into problems with the Windows 11 search bar, but sometimes you will run into that random glitch. If the search bar does suddenly decide to start giving you problems one day, you should first restart your computer and search for windows updates.

If that doesn’t work, you may have to go and run the indexing troubleshooter to find out what exactly is wrong with the search bar. While in the file explorer, it may be good to learn how to add tabs on it while you search so you can keep track of where your files are.

It’s also good to know how to disable file explorer search history. It’s a great way to keep your information private, especially on shared PCs. Having that search history readily available be annoying.

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Here’s What A Comprehensive Paid Search Program Looks Like

So you’d like to launch a paid search marketing program.

Or maybe you’ve launched one already, but you’re not sure what elements you might have overlooked.

After all, when people think of paid search, they tend to think of Google Search Ads.

But a comprehensive paid search program will go far beyond that.

In this article, I’ll review the main parts of a complete paid search program, so you can decide what elements you still need to test – and possibly include – in yours.

Search Ads

More recently, targeting can include a combination of keywords and other parameters, such as customer match, remarketing, detailed demographics, in-market audiences, and customized audiences.

Display Ads

Here’s an example from the Search Engine Journal site:

The GDN consists of more than two million websites, videos, and apps, so it’s too important to ignore when developing your paid search program.

YouTube Advertising

Discovery Ads Shopping Ads

In our experience, smart shopping campaigns generally perform better than standard shopping campaigns, but this is something you will want to test for yourself.

Analytics and Reporting

Let’s not forget that any comprehensive paid search program must also include analytics and reporting. Otherwise, you’re essentially taking a wild guess with every new ad campaign.

You need good metrics to know what’s working — and what’s not — to guide your decision-making.

Fortunately, much of that valuable data is built into Google Ads and Google Analytics (as long as you’ve set up website tracking).

Still, none of that data will do you any good if you don’t use it to optimize and improve your program.

Data Studio is a great tool for creating easy-to-understand graphics if you need to share your metrics and analysis with others.

Other tools that are designed for competitive analysis, such as Semrush and Google Insights, are also very useful.

Landing Pages

That journey should include landing pages with targeted content, a strong call to action, relevant images and/or video, and trust signals.

Don’t Put Artificial Limits on Your Paid Search Program

Of course, you don’t have to implement all of these elements in your paid search program.

Some simply might not be a good fit for your goals or business – at least for now.

Still, it’s good to be aware of all the possibilities and periodically test them out.

Paid search marketing is dynamic, and things change all the time. Something that didn’t work last month or year might generate great results for you today.

So while search campaigns can be an excellent start to your paid search program, they shouldn’t mark the end of it.

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5 Ways Of How Insurers Can Manage Risks In 2023

Nowadays, insurers mainly face with 4 significant risk elements:

Ineffective risk assessment.

Poor diversification strategy.

Inefficient performance in core insurance practices such as claims processing and fraud detection.

Digitalization challenges.

Poor management of these risks resulted in zero or even negative net economic profit for the majority of insurance firms. To be a profitable company, insurers must use technical tools and employ certain strategies. This article will cover them. 

1. Implement the most precise underwriting possible 

Insurance is the exchange of money for the risk of someone else. If insurers evaluate someone else’s risk incorrectly, they may face bankruptcy. Therefore, precise underwriting or risk assessment is essential for insurance companies to minimize risk.

The problem is that; underwriters have a tradeoff between risk minimizing and market share. Premium price is determined more or less by the value established at the end of the underwriting process. Furthermore, because the best price is the most important factor for insurance clients, underwriters cannot use wide confidence intervals in order to reduce risk exposure as this would increase the premium price. 

For a while, the bulk of insurance businesses generated roughly zero economic profit due to this tradeoff (see Figure 2). Underwriters must employ contemporary technology solutions to automate the underwriting process and boost underwriting efficiency in order to become one of the outliers.

Figure 2: Distribution of economic profits of insurance companies.

Effective underwriting is directly related to the amount of high-quality data used and computing power available. As a result, insurers should use the following instruments:

Insuring entities with the same risk characteristics could make insurance companies vulnerable. Consider a climate insurance company that sells policies to farmers to help them mitigate the effects of extreme weather conditions. If this company builds a portfolio by just insuring corn farmers in Iowa, a flood in Iowa could lead to bankruptcy due to an overwhelming number of claims filed in a short period of time. 

As a result, professionals employ mean-variance analysis to combine entities with diverse risk characteristics to produce a portfolio with the lowest risk. For example, a street vendor might invest his/her money in umbrellas and ice cream machines that can be used in both rainy and sunny conditions.

AI/ML models are effective tools to perform mean-variance analysis and provide quick and precise results for the insurers. 

Reinsuring is another diversification method that insurers should consider. In exchange for money, such policies shift a portion of the risk to another insurer. As a result, they help insurance firms manage risk.

3. Implement claims reserve policy

In many countries, including the United States, insurance companies are required to set up a statutory reserve. This fund meets the liquidity needs of insurance firms during periods of high claim volume. 

In the US for example, insurers’ short-term obligations tend to rise after hurricane season. Statutory reserve regulations protect insurance companies financially in such occasions and help them to keep agreements with insureds.

However, a statutory reserve regulation may not always be enough to prevent an insurance firm from insolvency. To be protected in such scenarios, insurers should set up a claims reserve for future possible claims such as:

Reported but not settled claims: An insured person may notify his or her insurance carrier about a car accident in which they were involved. However, the actual cost of damage may not yet be known. Nevertheless, the insurance company knows it will face financial liability soon. To predict it effectively, insurers need claim adjusters.

Incurred but not reported claims: Some incidents might not be reported to insurance companies yet but insurers are aware that they will be reported at some point. Consider a workplace where workers are exposed to hazardous chemicals. If this company uses a workers’ compensation business insurance coverage, the insurance company knows that one day it will be likely to have a claim since your customers might get sued by one of the toxicated employees.

Insurers should examine the sufficiency of statutory reserve and set aside extra funds as a claims reserve if necessary by analyzing historical claim data and projecting and evaluating reported but not resolved and incurred but not reported claims. 

4. Improve other core insurance practices 

Underwriting, claims processing, and fraud detection are the three pillars that enable insurance. Improvements in any of these procedures allow insurance companies to increase their price margins by lowering costs or increasing customer retention. 

Claims Processing

Almost 90% of insureds think their retention rate is influenced by their satisfaction with previous claims processing. As a result, insurance companies must develop a practical claims processing strategy.

Though many people still prefer human touch for claims processing, lots of technologies can automate specific steps of claims processing as Figure 3 represents. 

Figure 3: Technologies that enhance specific steps of claims processing.

Source: AIMultiple


Chatbot firm Haptik helps insurers manage their risks by developing omnichannel chatbots that can communicate with your customers on a variety of channels including WhatsApp, mobile applications, and websites. Thanks to chatbots they develop insurance companies can:

Requesting a demo from Haptik will allow you to experience the benefits of conversational AI solutions for the insurance industry.

Below video shows how chatbots automate claims processing:

To learn more about claims processing you can check our Top 7 Technologies that Improve Claims Processing and AI Driven Claims Processing: Efficient Insurance Operations articles.

Fraud Detection

According to the FBI, insurance fraud costs more than $40 billion in the United States alone, excluding health insurance. As a result, fraud becomes one of the risk factors for insurers.

Telematics: Let insurers get notified about the loss immediately.

Video calls: Let insurers examine the loss immediately.

Chatbots: Assists the submission of FNOL.

You can also read our Top 5 Technologies Improving Insurance Fraud Detection article to find out more.

5. Collaborate with Insurtechs

We have discussed various technologies that aid insurers’ risk management capacities. According to McKinsey, one of the main differences between profitable and nonprofitable insurance companies is effectively using at least some of those technologies.

Only a small percentage of insurance companies, however, have the capabilities to deploy these technologies as internal models. To keep solvent in that difficult industry, most of them must collaborate with insurtechs who allow them to use their cloud computing platforms on a “as a service” basis.

To find out more about insurtech companies you can read our Top 7 Innovative Insurtech Companies of 2023: Detailed Guide article.

You can check our lists of insurance underwriting platforms.

To find platforms that improve claims processing and fraud detection capabilities of your company you can check our insurance suites list.

If you need to find top insurtechs that assist your risk management capabilities we can help.

This article was drafted by former AIMultiple industry analyst Görkem Gençer.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.





Google Search Data Can Help Pinpoint Covid

While watching yourself and loved ones for symptoms of COVID-19, you might not want to forget about your gut. Gastrointestinal issues can be both an early symptom of COVID-19 and one that remains long after others have gone, researchers find. One team from Massachusetts General Hospital considered whether Google searches for GI issues might be a way to spot COVID-19 hotspots early.

“GI symptoms are only one part of COVID-19,” says Kyle Staller, a coauthor of the paper, which was published in July in Clinical Gastroenterology and Hepatology. But they’re notable, he says—certainly, people notice if they have diarrhea or vomiting. He and his colleagues think public health specialists might be able to use a technique that was successfully employed in 2009′s H1N1 pandemic: looking at Google Trends data, which is widely available and anonymized, to see where searches for GI symptoms spike.

The team looked at Google Trends data for searches on a range of symptoms that dated from January 20 to April 20 of 2023. They found that searches for ageusia (loss of taste), loss of appetite, and diarrhea correlated with COVID-19 case numbers in states with high early infection rates like New York and New Jersey, with an approximate delay of four weeks. The signal was less clear for other symptoms.

“I think it’s important as a caveat to say that Google is not good, true, boots-on-the-ground epidemiology,” says Staller. But he and his colleagues maintain that Google Trends search data might be useful in looking for signs of a second COVID-19 wave.

Early research into COVID-19, a bulk of which came from Chinese hospitals, suggested that gastrointestinal issues like diarrhea, nausea, and vomiting were also common symptoms. The reason—scientists believe—is that SARS-CoV-2, the virus that causes COVID-19, targets ACE2 receptors which are found on the surface of many cells including those in the lungs, arteries, and throughout the digestive tract.

But in the few months since Staller’s paper was published, says University of Pennsylvania gastroenterologist Shazia Siddique, “The one thing that has changed is that perhaps GI symptoms are not as common as we previously thought.”

Siddique, who was not involved with the current research, recently authored a meta-analysis of 118 papers on COVID-19 for the American Gastroenterological Society that found fewer than 10 percent of patients in the combined studies experienced diarrhea, nausea and vomiting, or abdominal pain. In the 10 percent of patients who did experience GI distress, those symptoms were joined in 1 to 5 days by other COVID-19 symptoms.

Siddique also questioned the search terms that Staller and his colleagues associated with gastrointestinal symptoms. “Technically, loss of appetite is kind of more of a systemic response,” she noted.

The core idea of the paper—using Google Trends data to help detect hotspots—is “great,” says Siddique. “For most of us as physicians, we like to think that our patients tell us as soon as they’re feeling ill, and that we have a pulse on exactly the moment they start to develop symptoms, but I think we all know the reality that patients do turn to WebMD and Google before coming into our offices.”

While most COVID-19 patients don’t experience gastrointestinal systems, a percentage do. If you’re experiencing symptoms like diarrhea, abdominal pain, or nausea and vomiting, and you’re concerned that you may have been exposed to COVID-19, check yourself for other symptoms and get tested. In the meantime, make sure to mask up and, if you’re able, consider isolating until you’ve got more information.

“Sometimes the only early presentation is the GI symptoms and then the respiratory symptoms come later,” notes Siddique’s coauthor Shahnaz Sultan, a University of Minnesota gastroenterologist. Sultan notes that she and her colleagues found that people who had GI symptoms also took more time to seek care. Both of these facts offer tantalizing glimpses at the real picture of the relationship between COVID-19, GI symptoms, and treatment, but there’s certainly much more to uncover.

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