In the ever-changing SEO realm, Google’s recent update to support more organization structured data fields marks a significant shift. This enhancement is not just a technical update; it’s a game-changer for SEO professionals and businesses focused on amplifying their online presence. By understanding and utilizing these new capabilities, entities can significantly improve their visibility and credibility in search results.
Google’s expanded support for organization structured data now includes names, addresses, contact information, and business identifiers. This development is crucial because it allows for a richer, more accurate representation of businesses in search results, particularly in knowledge panels. These panels are often the first point of interaction between a company and a potential customer, making their accuracy and comprehensiveness vital.
This update has profound implications for SEO strategies. Enhanced visibility and credibility in search results are now directly tied to how effectively a business can leverage these new structured data fields. Accurate and comprehensive data helps companies to stand out in a crowded digital landscape and builds trust with users. SEO professionals must optimize these elements to ensure their clients’ businesses are accurately and compellingly represented in search results.
Implementing the new organization structured data fields involves a few critical steps. First, businesses need to identify the most relevant fields for their operations. This implementation might include basic contact information for some, while others might need more detailed business identifiers. Once identified, the SEO professionals should integrate these fields into the website’s HTML code. Google Search Console and the Rich Results Test tool are invaluable for validating the implementation, offering instant feedback, and ensuring the markup meets Google’s standards.
Google’s expansion of structured data capabilities signals a future where rich, detailed, and accurate data plays a central role in SEO. Businesses and SEO professionals should view this update not just as a one-time task but as part of a broader strategy to future-proof their online presence. As Google’s algorithms evolve, embracing structured data could position businesses favorably for future updates and features.
The enhanced organization metadata capabilities provided by Google present a significant opportunity for businesses and SEO professionals. By accurately implementing and leveraging these new fields, companies can improve their visibility, enhance their credibility, and provide users with the necessary information. This update is not just about keeping up with Google’s changes; it’s about taking proactive steps to ensure a business remains relevant and visible in an ever-changing online landscape.
For businesses and SEO professionals, the time to act is now. Begin by reviewing your current structured data implementation and plan the integration of these new fields. Stay informed about the latest trends and updates in SEO by subscribing to relevant news and resources. Remember, in the world of SEO, staying ahead of the curve is not just beneficial; it’s essential for success.
Do you make the most of your event ticketing system? Here are a few things to think about when choosing ticketing system software.
It is always challenging to host an event, but selling tickets to your event should be simple. Finding the correct ticketing system can assist you in overcoming obstacles and streamlining the ticket sales process. A sound ticketing system Should help you sell tickets as simply as possible. Here are some tips for getting the most out of your ticketing software.
Make Sure Your Event Ticketing can talk to other platforms
The number one consideration for any ticketing system should be its API capabilities. A robust API allows seamless integration with your other marketing platforms, enabling enhanced promotion, automation, and data utilization. Look for a system with APIs that connect to your marketing site, email marketing, social media, and other systems. This data interchange can help promote events, simplify the purchase process, and provide insights from ticket sales. Automated syncing through APIs reduces manual work so that you can focus on event production.
Make Sure Your Event Ticketing has a Guest Login
The guest login feature generally improves the purchase rate between 2 to 3 percentage points. With a guest login, a first-time buyer can purchase without going through the signup experience, which can be daunting on some platforms. Even if your ticketing company doesn’t have a guest login, it shouldn’t stop you from providing your customers with a better, more streamlined ticket experience. Simplifying your purchase path is the very first step to improving sales.
We live in a mobile society, and when they go to an event, they expect to be able to purchase tickets through mobile devices. Check to see if your ticketing system allows you to generate mobile tickets that can be scanned at the door. Scanners will help ensure a seamless and quick process for ticket handlers while providing a better user experience for your attendees.
Don’t Forget the Fundamentals
It’s easy to get caught up with the big names, the posh location, and the enticing cuisine while planning an event. However, before anyone can enjoy the show, they must know where they are going and when they should arrive. Remember to include the date, time, location, and any other pertinent information, such as parking directions or public transportation information, on the page. Consider including a map as well. A map will assist in ensuring that guests find the event! Use an Event Marketing System that does most of these for you, such as ARTdynamix®.
Increase Programming/Ticket Sales
Ensure that people know about your event and that tickets are accessible for purchase. Promote ticket sales across all your digital platforms, from Instagram and TikTok to search and email. Make sure to distribute your message through the channels where your clients spend their time. Encourage the performers at your event to share these links with their audiences as well. You may extend your event’s potential audience to their fans by connecting to their networks. Promote your event on sites such as Instagram and TikTok. Engage your audience by providing intriguing material, behind-the-scenes looks, and interactive surveys. Consider sponsored articles if you want to reach a larger audience.
Keep the User Experience in Mind
A ticketing system should help you create and sell tickets. Still, it should also make the process as easy for your customers as feasible. Choose a ticketing system that allows you to see the ticket-buying procedure to understand what your consumers will go through. Make it fluid, efficient, informative, and straightforward. Providing a seamless customer experience will aid in increasing transactions.
Utilize the Data
Your ticketing system should assist you in keeping track of sales, and by analyzing this data, you can gain valuable insights into your customers. Investigate which days people purchase, what converted a transaction (for example, an Instagram post or an email), which pricing tier is most popular, and where your guests are coming from. By researching your customers, you will learn who will most likely purchase tickets and how to engage with them more effectively, which will help you grow sales over time. Use this data to learn more about your customers throughout the journey!
Create several price levels and experiment with dynamic pricing
Tiered pricing options allow you to reward Early Bird customers or provide complimentary tickets to partners and the press. Use the functionality of your ticketing system to create several price tiers for your event. You can improve revenue by giving a VIP-level ticket to customers who are prepared to pay more in addition to basic tickets. This ticket should include a premium experience like access to talent or something more practical like free parking and meals.
Artificial intelligence (AI), which has already impacted several disciplines, including technology, is permeating every aspect of our life. It is transforming how we do business, boosting engineering productivity, improving customer service with customized chatbots, helping product managers with customer interview questions, and even assessing the clarity of marketing messages. Although the speed at which AI realizes its promise can be intimidating, it also forces a radical rethinking of issues and how firms might develop more quickly.
The Role of AI in Marketing Automation
Leading manufacturers of marketing automation software have acknowledged the revolutionary potential of AI. Automation, marketing, and sales are three areas of our business where AI has the potential to have a significant influence. The marketing environment has already seen substantial changes as a result of AI. It supports the creation of content, research, customer support, and personalization.
For example, you may utilize AI technologies like ChatGPT to improve the clarity of your email newsletters, come up with ideas for a blog or social media piece, or even make product recommendations more enticing. AI can be programmed to comprehend typical consumer inquiries and offer support via chatbots or tickets.
By summarizing information from calls or notes and tailoring communications, AI can help sales representatives. AI can detect future customers or provide pertinent recommendations and content when given customer data. However, incorporating AI into your marketing tools can take time and effort. For example, you may need to export data to get insights before acting or frequently upload a great deal of data for your system to pick up any knowledge.
Through detailed segmentation, automated branching, and personalized content, marketing automation uses AI to power 1:1 encounters. Many marketing automation services have created tools that assist sales representatives in determining a prospect’s mood based on received messages and estimating the likelihood that a deal will be closed based on prospect interaction and deal activity.
At Dream Warrior, we want to ensure that our clients are using their time in ways that will positively affect their businesses. We are constantly looking for methods to make the crucial daily chores that our clients must complete more effective and efficient.
How can you quickly produce ideas and iterate while producing content without disrupting your flow? We’re identifying needs and combining tools that will enable you to simplify your process. For example, you can create text content using straightforward prompts, receive comments on the prompt’s tone, length, or improvements, translate content into other languages, and create effective SMS content.
Most Marketing Automation services are investigating the possibility of building full campaigns from a single prompt, complete with a subject line, preheader, template, content, and call-to-action (CTA). These capabilities go beyond marketing and into sales, where AI may support salespeople in time-consuming chores like reviewing notes and determining the next steps. AI can also assist in creating compelling sales messaging.
Editing is usually simpler than beginning fresh. Those customers utilizing Marketing Automation customize a beginning framework daily using automation recipes while we work on improving our automation recipes with AI to provide our customers with the best place to start with whatever they need to automate.
The Future of AI in Marketing Automation
At Dream Warrior, we have always prioritized opening sophisticated capabilities to all of our clients. AI accelerates our goal of democratizing marketing automation. AI can swiftly build brand-new consumer experiences across channels, audiences, and messages from a single directive or objective. What motivates us is the possibility for our customers to quickly discover targeted segments, build outbound sequences and drip campaigns, add complicated branching, and add personalized content. We are thrilled to be a part of this adventure with our Marketing Automation partners since the future of AI and automation is promising.
Let’s begin by defining the target audience. Users can be grouped or segmented into audiences based on one or more demographic, geographic, or user behavior characteristics.
This segmentation of users means you can use the whole amount of data in Google Analytics 4 to build audiences. For instance, you can create the following audience:
Facebook Ads Traffic from the USA
Google Organic Search Mobile Traffic
Google Ads Desktop Traffic Paris, France
Users who started their first session visiting the specific landing page and scrolled more than 50% of the page
Users that arrived at the targeted landing page for the first time during their first session and scrolled more than halfway down the page
These are all illustrations of audiences in GA4. So the question “What’s the difference between them” is excellent if you use segments in GA4 Explore.
How To Create Audiences in GA4
The audience creation process in Google Analytics 4 is comparable to that in Universal Analytics. Therefore, you should launch GA4 and take the next step to do that: Click the “New Audience” button under GA4 -> Admin -> Audiences.
Let’s review the interface at this point. For this article, I decided to split the audiences into two types:
Predefined audiences – the ones we can create using GA4 Templates
Custom audiences – any audience we create using GA4 “Create a custom audience” button
We can create the first type of audience using Google’s templates. Then, selecting the appropriate selection and entering the value are the only things we need to change. Next, Google offers us some ideas on how we may create them.
For instance, choosing “US” as the “country id” in the demographics template makes it simple to establish an audience that includes all users from the USA.
We can create remarketing audiences for Google Ads using customized or suggested audiences.
Predictive audiences is another intriguing Google Analytics 4 feature that allows you to run paid advertising campaigns, for example, for users more likely to churn. Send by ecommerce_purchase or in_app_purchase events to activate these audiences.
Audiences – Metric
Purchase Probability The probability that a user who was active in the last 28 days will complete a specific conversion event within the next seven days.
Churn probability The probability that a user who was active on your app or site within the last seven days will not be active within the next seven days.
Predicted revenue The revenue expected from all purchase conversions in the next 28 days from an active user in the last 28 days.
Unfortunately, you will see a “Not eligible to use” label if you don’t send these events.
Let’s create a custom audience and enable it in Google Ads. This way, it will become a remarketing audience.
Creating a custom audience in GA4
We want to target users who landed on the Show page during the last 30 days. We want to show them an ad detailing purchase ticket options and deals.
With its robust audience builder and advanced generation tools, GA4 stands head and shoulders above Universal Analytics (UA). However, GA4 uses a unique approach to track screen views, unlike UA. Instead of treating mobile and web views separately, it combines data from both channels into one property. As a result, GA4 gives you a complete picture of a user’s journey across different devices, allowing for more comprehensive user profiles.
Segments and audiences may seem similar, but they have some key differences. Segments are data sections that meet particular requirements and can be analyzed independently.
For example, you can compare the purchase behavior of your local users to the conduct of all users or mobile users to desktop users to gain deeper insights.
Segments allow you to segregate certain groups of people and compare their behavior to the rest of the data rather than analyzing data from all visitors.
GA4 Segments and Audiences
You can opt to develop an audience based on a segment while creating a segment, but these two capabilities are distinct. Segments cannot be used in regular reports, although audiences may.
Exploration reports in GA4 include segments but do not incorporate audiences. However, despite being present in these reports, audiences, as opposed to segments, can be utilized for remarketing campaigns. Audiences are created based on segments and are shared across Google’s advertising products, which makes them suitable for targeted ad campaigns. Conversely, while they can be created and applied within the Explore section of GA4, segments are not used directly in Google’s advertising products like Google Ads.
Most significantly, segments are retroactive, whereas audiences are not because they begin gathering information only from the moment they are created.
How To Create Segments
In GA4, navigate to Explorations > Create a New Exploration.
There are three types of segments you can create:
User segment: Includes all events associated with users who satisfy a specific set of criteria.
Sessions segment: Includes all events associated with those sessions that match the set of criteria.
Event segment: Includes only specific events that meet a set of criteria.
Let’s dive into how each segment type works with a simplified model.
Let’s say the user who visited the website performed the following actions during the first session:
Made a purchase.
On the second session the next day, the same user performed these actions:
App click through.
Made a purchase.
Made a purchase.
If we create a user segment with the condition that the user submitted a form, it will contain data from all sessions because we tell GA4 to include all data that belongs to that user.
If we build the sessions segment with the condition that the user submitted a form during the session, it will contain only data from the first session because we told GA4 to retain data only from sessions where one has submitted a form.
Building a session segment of when someone watched a video will have data from both sessions because the user made a purchase during both sessions.
And finally, if we create an event segment for times when the user clicks a link, it will contain only click event data from the second session.
Segment Builder UI In GA4
Here are some of the features to know about within segment builder:
Sequence is available only in user segments and isn’t configured for session or event segments. You can use it to know how many users subscribe after visiting your home page.
You can apply time constraints to your segments. An example use case would be to know how many users visit your subscribe page and sign up within five minutes or how many users visit your product page and add it to the cart within five minutes.
Group level scoping: applies to all conditions within the group and is either across all sessions or within the same session within the same event. Please note that you can use specific sequence level scoping “across all sessions” and “within the same session.” Note that “across all sessions” scoping is available only in user segments.
“Exclusion group” is a valuable tool that allows you to refine your segment or audience by excluding specific users. For instance, you can create an audience comprising individuals who clicked the ‘Add to cart’ button but exclude those who have already purchased. An exclusion group enables you to develop a targeted audience for your remarketing campaign in Google Ads, specifically catering to those who expressed interest in your product but still need to complete the purchase.
OR/AND conditional logic operators can apply multiple criteria simultaneously in the groups.
By checking the “Build Audience” checkbox, you can also create an audience from that segment.
Example Of An Event Segment
Event segments are subsets of events triggered on your website or app.
Why would you need event segments if you already have users and session segments? Event segments, on the other hand, enable a more targeted and specific analysis than session-based or user-based segments.
They enable you to investigate people’s actions on your website and optimize the user experience.
As an example, let’s make a scroll-depth event segment. You may identify interesting sites by analyzing users that achieve specific scroll depth criteria, optimize content layout, and enhance overall user engagement.
In our case, we want to view data from people who went 50% of the way down the page and noted that only “within the same event” remained.
Granular scroll depth monitoring necessitates a specialized configuration, which we will discuss in the following steps. If you don’t have it configured, you may use the “scroll” event without the special parameter “percent_scrolled.”
Here are some examples of when you might want to use event segments instead of users or session segments.
Clicks Events: Make a segment from click events like “Add to Cart” or “Submit Form.” A click event enables you to analyze sessions or users who actively engage with your call-to-action buttons and quantify the effectiveness of individual call-to-action buttons.
Show Page Engagement:
Interaction with Dynamic Content. Analyze interactions with dynamically loaded or personalized content pieces, such as image carousels, actor bios, or press releases.
Video Engagement: A segment can be created depending on events such as “video_start,” “video_progress,” or “video_complete.” This segment lets you examine sessions or users interacting with video content on your website or app.
Buy Tickets: Set up custom event monitoring to generate segments based on unique interactions important to your business, such as buy ticket button clicks (to your event ticketing site), to assist you in identifying and analyzing problematic sessions or individuals.
Error Tracking: Form validation errors, broken links, and server-side problems can all be used to create a segment. The benefit: error-focused event segments allow you to discover and analyze sessions or users that faced issues, enabling you to improve error handling, fix broken elements, and improve the overall website or app operation.
Example Of A User Segment
At DWG, we have sign-ups, and we are interested in how long it takes a user to sign up for our newsletter after landing on our article pages.
For that, we should build a segment of users who visited the homepage for our shows, followed by a “buy_tickets” event within 5 minutes.
For that, we choose “first_visit” as an event.
If you want to apply a time constraint to a specific step, you can utilize the time constraint option within the sequence. However, in our case, we have chosen a sequence global time constraint, which applies to all steps within the sequence.
We’ve found from this segment that 7.5K out of 12K subscribers (50%) subscribe within 5 minutes when they visit the homepage.
If you run a shop, you can create a segment of customers who buy within a day of browsing a product page.
There are unlimited ways to use this, and I’d like to emphasize that GA4’s new segment or audience builder is far more flexible and powerful than Universal Analytics.
Here are a few ideas of segments you may need to use for a users segment:
User Acquisition: Understand user behavior from different acquisition channels (organic search, paid ads, social media, email marketing, DSP). Tracking the user across to the event ticketing site across sessions with event tracking across all sessions. Get a full ROI of all your marketing efforts, based on revenue, order value, and purchase frequency.
Demographic Analysis: Segment users by age, gender, location, or interests to personalize marketing strategies.
Churn Analysis: Identify and re-engage users who have churned via remarketing campaigns.
Cohort Analysis: Compare new and returning users’ engagement, retention, and conversion rates.
Customer Lifetime Value (CLTV): Identify high-value users based on revenue, order value, and purchase frequency.
Example Of A Session Segment
While user segments help analyze long-term behavior and user attributes, session segments help analyze user interactions within a single session.
For content engagement analysis reports, session segments are the best option. For example, you can use session segments to analyze how visitors interact with various types of content on your website or to study user behavior based on referral sources.
In the sessions segment, everything is the same, but it no longer has the following:
“Across all sessions” scope.
Let’s build a segment of users who arrived at our website from social.
Here are a few ideas for how you can use session segments vs. users:
Content Engagement: Analyze sessions where users interacted with specific content types.
Campaign Performance: Evaluate sessions originating from specific marketing campaigns or channels to understand your marketing efforts’ effectiveness.
Conversion Funnels: Analyze sessions that progress through crucial steps of your conversion funnel, from initial engagement to goal completion, helping you optimize the user journey.
As we learned how to use segment builder in UI, we can create an audience quickly. In the next part we will focus on the Audiences and get to the bottom of how to create audiences and multiple examples.