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How much does newspaper advertising cost?

29 May 2023 (update 13 June 2023) | By Guest Article | 0 Comments

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Czytasz teraz:

How much does newspaper advertising cost?

Newspaper Advertising – Characteristics
Newspaper Advertising – What to Consider?
Advantages of Newspaper Advertising
Disadvantages of Newspaper Advertising
What does the price of newspaper advertising depend on?
Sponsored Article – Another Way of Advertising in Print
How much does newspaper advertising cost?
Is newspaper advertising worth it?

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Currently, online advertising is increasingly replacing traditional advertising. People who primarily engage in online activities often see traditional advertising as obsolete. However, many companies still rely on conventional promotional methods, including print advertisements. How much does advertising in a newspaper or magazine cost? Is it worth investing in? Let’s find out!

Newspaper Advertising – Characteristics

Due to the rapid development of modern technologies for the past several years, recurring voices have predicted the imminent demise of traditional print media. However, these predictions have yet to come true. Many newspaper and magazine titles in Poland and worldwide are still published in their standard form. What’s more, new publications continue to emerge. Advertising serves as an essential source of revenue for publishers and simultaneously allows companies to reach many readers.

Therefore, newspaper advertising is only partially in decline. Being featured in a major newspaper or monthly magazine still brings prestige to a company. Print advertising is still perceived as influential. It’s difficult to directly compare it to online promotional methods because it offers an entirely different reach, and its effectiveness is often harder to measure. However, it does have certain advantages that make it relevant even today.

Newspaper Advertising – What to Consider?

The concept of print advertising encompasses publications featured in both traditional paper editions and their electronic counterparts, which are becoming increasingly popular. In this text, however, we will focus solely on materials published in print newspapers. There are many titles available in the domestic market where you can advertise. These include daily newspapers, weekly magazines, monthly publications, or quarterly journals covering various topics and circulation numbers. Notably, newspapers can have a national or local scope and cover general or specialized subjects. Choosing the right title lets you specify your target audience and reach people genuinely interested in your message. Circulation refers to the number of copies of each newspaper edition that leave the printing press. With higher circulation, there is a greater chance that many people will see the advertisement, leading to the intended outcome, such as increased company turnover or brand recognition.

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Print advertising can take various forms, occupying either an entire page or a portion of it, and can be in text or graphic form. These factors determine the price of the publication but also influence how the advertisement is received and whether it is noticed at all. When placing an ad in a newspaper, there is no guarantee that anyone will pay attention to its content.

Advantages of Newspaper Advertising

However, there are still many advantages to advertising in traditional print media, including:

Broad exposure of the advertisement, especially in widely read nationwide titles with large circulations.
Possibility of achieving high frequency of exposure by purchasing a package in a daily newspaper, ensuring the advertisement is published daily.
Ability to reach people who do not use the internet or have limited internet access, such as a significant number of farmers or individuals who are not actively engaged in professional activities.
Credibility – more people still trust content read in newspapers compared to information found on the internet.
Ability to convey a large amount of content in a single advertisement – payment is based on the space used, allowing for the inclusion of a substantial amount of information.
Flexibility in the content published within an advertising package.
Opportunity to reach local consumers through regional newspaper publications.
Ability to reach specific professional groups or individuals interested in a particular field through specialized, industry-specific, or hobbyist publications.
Longevity of advertisements published in monthly magazines or other periodicals, as they have extended exposure in kiosks and often in waiting rooms of medical and service establishments. A single copy of a magazine can be passed from hand to hand in various situations.
Ability to determine the placement of the advertisement in a specific section of the newspaper or magazine or alongside articles relevant to a particular topic, ensuring the appropriate audience sees it.
Possibility of publishing advertisements with short lead times and current information (in daily newspapers), such as current promotions.
The advertisement offers an opportunity to include product samples, small gadgets, or discount vouchers.

As evident, there are numerous benefits to this advertising method, some of which are unique to print advertising. Due to these advantages and conventional habits, many advertisers are reluctant to give up on this promotional approach.

Disadvantages of Newspaper Advertising

Newspaper advertising also has certain drawbacks, especially compared to various online advertising forms. The following issues may arise:

Insufficient frequency of advertisement exposure in magazines.
Lack of guarantee of reaching a specific number of recipients due to returns and circulation fluctuations.
Need for longer campaigns to achieve objectives – a single newspaper advertisement usually does not yield visible results and needs to be displayed for an extended period.
The short duration of advertisement impacts the case of daily newspaper publications.
More significant potential for brand image impact rather than purely sales-oriented results.
The requirement to design the advertisement according to specific guidelines may involve additional costs.
High competition – newspapers and magazines typically contain numerous advertisements.

It is important to pay attention to newspaper advertising as daily newspapers and magazines still have many loyal readers. Often, these individuals do not use the internet, making it one of the few effective methods to reach them. The lifespan of an average publication is also a favorable aspect of newspaper advertising, although this mainly applies to magazines. Daily newspapers are typically discarded the next day, so to achieve the intended effect, advertising space should be purchased in multiple (if not dozens of) editions. An attractive solution is an option to include samples or gadgets with newspapers, as these types of advertisements are more engaging and capture the reader’s attention enough for them to peruse the advertisement’s content. Most recipients are also willing to try a product, which can lead to the desired outcome of increased sales. One of the significant drawbacks of newspaper advertising is the complete inability to track its reach. This is a considerable disadvantage in the age of advanced analytical options platforms like Google offer. As a result, it is impossible to determine if the chosen visual design was attractive or if the advertising slogan was effective. Furthermore, assessing how newspaper advertising translates into results is challenging, mainly when the goal is to increase brand recognition or shape its image.

Learn more details in our article – Advantages and Disadvantages of Press Advertising!

What does the price of newspaper advertising depend on?

The price of newspaper advertising depends on several factors. These include:

Circulation of the publication.
Reach (national or local newspapers).
Type of newspaper – daily, weekly, monthly, etc.
Size of the advertisement – full page, half page, specified dimensions, etc.
Duration of the campaign.

These are the most important factors, although the cost of publication can also be influenced by seasonality. For example, advertising before Christmas is usually more expensive, while promotional prices may apply when interest is lower. In the case of daily newspapers, separate price lists are used depending on the sales performance of specific editions. For instance, in Gazeta Wyborcza, advertisements published on Mondays and Fridays are the most expensive, while those printed on Saturdays are the cheapest.

For prominent national newspapers, the placement of the advertisement also affects the price. The most expensive ads are on the front page, although the last page is also costly. The price also depends on the section where the material will be placed. Advertisements on classified ad pages are the cheapest, but as one can guess, the competition is the highest. It is also the least prestigious section. Additional fees apply for choosing a specific placement (e.g., a particular page or location on a page).

How much does newspaper advertising cost?

It is impossible to definitively answer how much newspaper advertising costs. The price range is enormous. A small classified ad in a local newspaper may cost just a few hundred zlotys, while a full-page often costs several thousand. However, the cost depends on the reach and circulation of the specific newspaper.

The most expensive are center-spread ads in the most influential national daily newspapers and monthly magazines. Such advertisements can even cost tens of thousands of zlotys when purchased as part of a package. However, it is possible to advertise at a lower cost in a thematic supplement of a particular title. Newspaper ads are often purchased in the “last-minute” formula, which involves theoretical discounts due to the newspaper not filling a specified space on time and wanting to quickly place an ad even at a lower price. This practice occurs quite frequently. It is sporadic for advertisers to purchase newspaper ads at list prices. You can negotiate a 10-30% discount if you receive an offer. Notably, publications with prestigious titles covering serious socio-political topics are more expensive.

On the other hand, advertising in youth or specialized press can be cheaper. This can be an exciting solution for companies offering niche products or services targeted at a specific group of recipients. Advertising in trade publications can be a wise investment, especially since such titles often have a loyal readership interested in particular topics. If you aim for a broad audience for promotional content, a TV listing magazine can be a good option. However, advertising in such publications is quite expensive and price-wise comparable to popular monthly magazines.

Is newspaper advertising worth it?

So, is it worth investing in newspaper advertising? It depends on several factors. However, there are a few cases where it can be the most worthwhile:

As part of a comprehensive advertising campaign that includes the internet, television, radio, and out-of-home advertising – this is often the strategy of larger companies.
For promoting local services, especially those targeted at individuals who do not regularly use the internet – advertising in local newspapers.
For promoting niche companies, products, or services with a tightly defined target audience – in such cases, advertising in specialized newspapers can be beneficial.

However, remember that the effectiveness of newspaper advertising largely depends on its format and content. Therefore, it is crucial to ensure proper preparation of promotional materials.

Referral marketing – what is it?

26 May 2023 (update 13 June 2023) | By Dominika Slomka | 0 Comments

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Referral marketing – what is it?

What is the power of other people's opinions?
What is online referral marketing?
Referral marketing vs. word-of-mouth marketing – what's the difference?
Analyzing Referral Analytics
How to leverage referral marketing in a company's strategy?
- "Organic" opinions:
- "Generated" opinions:

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Do you often talk to your loved ones or friends about various products and services you use? How much do their opinions influence your choices? According to Nielsen research, as many as 92% of people trust such recommendations more than advertising messages. What about online reviews and recommendations? They are the basis of modern communication strategies. In the following article, you will learn what referral marketing is and how to use it.

What is the power of other people’s opinions?

First and foremost, it lies in the fact that a specific recommendation can be attributed to a “real” person, giving you greater assurance that the opinion they express is authentic. You can interact with a “real person.” Ask for details. Check why they think the way they do. Therefore, they are more credible than a message that comes directly from a company promoting a product or service to you.

Marketers have long understood the power of social proof and have skillfully utilized it in various forms of communication. However, in recent years, as internet marketing has become the foundation of customer contact and inbound strategies have become increasingly popular, it has been used much more frequently and intensively.

What is online referral marketing?

The simplest definition of referral marketing is that it refers to actions aimed at motivating customers to share positive opinions about a brand. The company creates a series of incentives to encourage consumers to discuss its products and generate positive “buzz” around the brand. Is it worth it? Absolutely. After all, as research shows, recommendations have a crucial impact on purchasing decisions for as many as 74% of consumers!

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It is important to note that referral marketing is one element of word-of-mouth marketing, which until recently was associated with “whispering.” However, these terms are no longer interpreted unambiguously.

Referral marketing vs. word-of-mouth marketing – what’s the difference?

Both word-of-mouth marketing and referral marketing are based on brand opinions published online and strive to generate as many positive opinions as possible. The key is that in modern communication approaches, emphasis is placed on the message’s authenticity. And this is where the difference between “whispering” and referral marketing emerges.

In “whispering,” the authors of opinions expressed on forums or social media are often employees hired for this purpose, whose task is to publish promotional posts. On the other hand, referral marketing focuses on genuine recommendations. Not those written and published for compensation but those prepared by individuals who have actually interacted with the brand’s products and can speak positively about them.

This is why referral marketing delivers significantly better results and, above all, is entirely ethical, thus strengthening your company’s reputation.

Analyzing Referral Analytics

The power of recommendations and their benefits has led more companies to value customer opinions, and referral analytics is no longer solely based on demographic data. Behavioral context is also essential.

By analyzing consumer behavior, we can suggest to customers which products may interest them. Do you recognize the distinctive messages on some websites after adding items to your cart?

“Customers who chose this product also bought…”

Based on analyzed internet users’ habits, a special algorithm provides additional product suggestions that tempt visitors to the e-commerce store. Zalando, among others, benefits from this facilitation of the purchasing journey through recommendations, customer loyalty, and increased sales.

The recommendation system utilizes machine learning and allows for the selection of specific products based on information such as:

The purchasing preferences of similar users.
Analysis of the customer’s current order.
The probability of purchasing additional products.

The recommendation system can be implemented easily by installing a ready-made plugin on the website and social media platforms. It allows for data collection using cookies. However, for this to be possible, the user must first consent.

Machine learning learns consumer habits with every click, enabling the creation of personalized offers. The consumer will be satisfied by presenting them with ready-made product packages they may be interested in, and you shorten the time needed to make a purchasing decision. For you, it’s an opportunity to increase the basket’s value. It’s a win-win situation for all parties involved!

Did you know…

The recommendation system is not only about recommendations and personalized offers for specific target groups. Analyzing the collected data also allows for estimating the customer’s likelihood to churn and, as a result, intensifies customer retention efforts.

How to leverage referral marketing in a company’s strategy?

Referral marketing is a vast field, meaning almost any company can benefit from its tools. It works best in the communication strategy of companies operating in the B2C model, as this is where social proof mechanisms can be fully utilized.

But what can you do in practice to encourage customers to express their opinions about your brand? There are many things you can do.

Referrals regarding your company can be divided into two categories.

“Organic” opinions:

These are opinions that users publish entirely on their own, spontaneously, because they are satisfied with the products/services they received from you and want to share their experiences with others. These are the most valuable opinions of all. Still, they are also the most difficult to obtain, especially since there is a tendency in Poland to complain about what is terrible rather than praise what is good.

How to obtain them? By ensuring:

the best possible customer service,
excellent products,
timely or even ahead-of-schedule order fulfillment.

“Generated” opinions:

But don’t worry; we’re not talking about artificial opinions written on demand. The key is to create a system of incentives for customers to share their information.

How can you do that? Several elements can be handy. Take a look at which ones you can use in your business:

Implement a purchase rating system in your e-commerce store:
Allow customers to rate their satisfaction with the transaction – the quality and efficiency of service and the ordered products. You can use this form of communication on your website or by collaborating with others who focus on collecting reviews.
Encourage feedback in your emails:
Once a customer has completed a transaction, thank them for their purchase and ask them to complete a short survey rating your collaboration. You can use additional incentives, such as offering a discount on their next purchase for those who leave a recommendation.
Engage your brand’s community on social media:
You can do this on your Facebook fan page or by creating a themed group. You can initiate and moderate such discussions openly, through brand ambassadors, or personally. The key is sincerity.
Consider an affiliate program:
Encourage customers to spread genuine, positive opinions about your brand online by assigning them referral links. You can reward them when their recommendation results in acquiring a new lead or transaction, for example.

It’s also worth considering initiatives encouraging users to create content related to your brand, such as contests on social media profiles. Another solution similar to referral marketing is collaborating with influencers.

Advantages and disadvantages of radio advertising

22 May 2023 (update 12 June 2023) | By Maciek Popiołek | 0 Comments

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Advantages and disadvantages of radio advertising

What is radio advertising and its main advantages and disadvantages?
What is radio advertising, and how does it work?
The pros and cons, or the main advantages and disadvantages of radio advertising

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What is radio advertising and its main advantages and disadvantages?

Today’s market for products and services is highly competitive. Therefore, companies must differentiate themselves from competitors and attract potential customers to their products or services. Technology provides many advertising options, but in this case, one of the most universal and oldest forms of advertising will be presented. Below is a more detailed description of radio advertising and its advantages and disadvantages.

What is radio advertising, and how does it work?

Simply put, radio advertising is a form of advertising in which information intended for potential recipients is transmitted through radio receivers. Since radio advertising cannot convey images or shapes to the recipient, the proper use of sound is essential to capture attention, intrigue, and stimulate the imagination. A necessary element of radio advertising is also a suitable voiceover, which should be clear and attention-grabbing, making the listener want to hear the advertisement.

In addition, sound effects and appropriate background music that does not overpower the ad but serves as an ideal backdrop are essential. Apart from these elements, it is equally vital for the advertisement, specifically its content, not to be too long or overwhelming. It should be short enough for the recipient to remember and fully grasp the message. Furthermore, if any slogan is used in the advertisement, it must be catchy and, like the content, not too long, as the recipient won’t remember it.

The pros and cons, or the main advantages and disadvantages of radio advertising

Like any form of advertising, radio advertising has its pros and cons. When analyzing it more broadly, we can identify specific advantages and disadvantages of radio advertising. Some elements and features definitely encourage the use of this form of advertising. Still, there are also factors that lead those wanting to advertise specific products or services to choose a different medium. The choice of this form of advertising largely depends on the target audience segment we want to reach.

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Below are the main advantages and disadvantages of radio advertising:

Advantages of radio advertising include:

Ease of reception – Regardless of what the potential recipient is doing, radio advertising can reach them in most life situations, such as while driving, cooking, waking up to a radio alarm clock, running, working, etc.
Broad reach – Radio advertising can be local, national, or even international, allowing it to reach a large audience if the advertiser chooses to invest in broader-scale advertising.
Cost-effectiveness – Comparing radio advertising to other traditional forms of advertising, it is undoubtedly one of the cheaper ways to promote products or services. It also does not require additional costs such as product photography, hiring a camera operator, studio rentals, etc. This is particularly important for small, newly established businesses starting their operations and does not have large advertising budgets or do not want to allocate a significant amount to advertising, especially for local businesses such as car dealerships.
Simplicity, clarity, and ease of communication – Radio advertising belongs to ordinary, straightforward forms of communication, as it primarily uses voice, possibly accompanied by a melody. It only requires the listener to use their sense of hearing; they don’t need to watch or process images or videos. This simplicity allows the advertisement to reach many recipients due to its ease of understanding. However, this simplicity can also be both a pro and a con.
Reaching different target audience segments – Radio advertising can reach those recipients who rarely use the internet or television (mainly older people). Other stations also offer different target audience groups.
The flexibility of broadcast – When choosing radio advertising, it is possible to adjust the broadcast schedule to fit peak hours when many people are stuck in traffic, afternoons when people listen to the radio while preparing meals, evenings when people go to the gym, etc.

In addition to its advantages, radio advertising also has certain specific disadvantages, among which we can undoubtedly mention:

Transience, ephemerality – Radio advertising does not exist in a tangible form. It cannot be acquired, touched, watched, or preserved. Therefore, it is fleeting, and in some cases, it may be less memorable due to this aspect.
Lack of differentiation in form – All radio advertisements are practically the same: voice + music, simple message. Therefore, it is challenging to stand out and make the potential recipient pay attention to one specific ad.
Crowded advertising medium – Radio can be a crowded medium for advertising. There is much information, and various songs are constantly being played. Consequently, it is challenging for an advertisement to “breakthrough” and capture attention among all the other transmitted information.
Like print media, performing precise analytics on radio-generated traffic is complex. Radio often complements advertising campaigns focusing on other channels, such as television or the Internet.

You can read about the pros and cons of online advertising here! As for when it is best to invest in print media, you can find more information here.

How to find keywords?

19 May 2023 (update 29 May 2023) | By Barbara Oleszek | 0 Comments

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How to find keywords?

Keywords in practice
Keywords are like breadcrumbs in a fairy tale
Keywords – types and variations
How to find keywords suitable for a website?
How to find keywords? Choose your tools!
How to find… even more keywords?
More and more and more… we don't need it anymore

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Keywords are words or phrases that are essential for connecting the queries entered into the search engine with the offer you want to promote. If there is a match between these elements, your advertisement or webpage (subject to other conditions being met) has a chance to appear in search results. How can you increase this chance by correctly identifying and utilizing keywords? We’ll give you some hints.

Keywords in practice

Craving Korean cuisine but don’t know any recipes? Voila! You enter the phrase “Korean cuisine recipes” into the search engine, and now you know what you’ll be having today. Your plumbing suddenly goes haywire, and you’re pouring buckets of water everywhere in a panic. Voila! You type in the keyword “24-hour plumber,” and a savior with a pipe wrench shows up at your doorstep within an hour. Your customers behave in the same way—find out how to identify the keywords under which they search for your services!

Keywords are like breadcrumbs in a fairy tale

Google is the first stop in online searches—we almost instinctively type in the address google.com, whether on mobile phones or while using desktop computers. The Google search engine undergoes constant changes, but the basis of its searches remains words.

A keyword is a phrase composed of one or multiple words that lead users to the materials they seek. In other words, “keywords” refers to all the terms users enter into the search bar:

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In simple search engines, such as search bars on store websites, the code fragment responsible for this element focuses on finding the character sequence that forms a specific phrase. More advanced search engines like Google, Bing, or Yandex utilize complex algorithms to deliver the best results. The intricacies of searching are related to the vast amount of data search engines process when sorting through content from the entire internet. When even the most complex queries can yield results spanning thousands of pages, searching for a character sequence and presenting results in alphabetical order would not be very efficient.

Keywords – types and variations

Search engine marketing, in a nutshell, relies on selecting appropriate keywords and strategically placing them within a website. However, before we delve into the question of “how to find keywords” and begin our research, it’s worth examining the basic types of phrases we will be looking for:

Short-tail keywords – also known as “general keywords.” These phrases consist of one or two words and are characterized by high search volume and increased competition. Another distinctive feature is their general nature, which doesn’t necessarily favor conversions. It would be challenging to find the perfect skirt model solely based on search results related to the keyword “skirt.” The same goes for ambiguous phrases – depending on the search context, the user’s intention may be entirely different. For example, when searching for “Pavlova,” one could refer to both the dessert and Anna Pavlova, the ballerina whom the specific dessert was named after. If we enter the word in its Polish version – “Pawłowa” – we also add the Russian scientist Ivan, a dog caretaker, to the mix… incidentally, Pawłow.
Short general phrases may seem attractive, but the cost of ranking your website at the top of search results may not be worth the effects – meaning it may not translate into website traffic, contacts, or purchases.
Long-tail keywords – a type of phrase consisting of at least three words. What are their characteristic features? They have lower search frequency but also lower competition. Longer terms are more specific, making determining the user’s search intent easier. For example, the phrase “black pleated midi skirt” allows for specifying particular characteristics of the desired model – color, type of embellishments, and length. The same goes for “Pavlova” – adding additional elements like “homemade recipe” or “dancer Anna” helps determine whether we’re in the mood for “something sweet” or simply seeking historical knowledge.
Accurately defining long-tail keywords enables effective targeting of search engine users’ needs and greatly facilitates conversions. The cost of ranking long-tail keywords will vary across industries – in some, it remains an untapped territory, while in others, the competition is as fierce as with general keywords.
Branded keywords – these are keywords associated with a brand. Such phrases usually include the complete or partial name of your company. Branded keywords also include terms containing a part of your website’s URL. If your company name is unique, in most cases, branded keywords will return results from your domain. However, if your business name shares standard features with competitors’ names (which is common in specific industries, such as window factories and installation services typically based on the word “window” in various forms), it is advisable to invest in additional promotion and optimize your website with relevant branded keywords.

Attention! There are better solutions than positioning yourself using a competitor’s name. To achieve effective optimization, including the chosen branded keyword within your website is necessary. Failing to do so may not only result in informational chaos and confusion for potential customers but also lead to unpleasant situations with competitors.

The above classification of keywords is one of the most commonly used. However, it could be better. Keywords can be divided in several other ways, for example, based on their “date of relevance” – into “short-term fresh” and “evergreen” keywords. The former includes phrases that are based on current trends. In 2022, among such keywords were “Putin” and the question “How to help Ukraine?” On the other hand, Evergreen keywords do not typically experience dramatic spikes in popularity in terms of search frequency. They include queries about, for example, weight loss methods or how to care for houseplants.

The ideal approach is to find keywords from each group. This kind of diversification allows you to reach different target audiences. Appearing in search results for various types of keywords also helps increase your reach and brand awareness. If a user receives satisfying answers during their first interaction with our brand, there is a chance that they will choose our link again on subsequent occasions.

How to find keywords suitable for a website?

Keywords can be searched using various available online tools. However, before diving into using any software, let’s take a moment to approach keyword research from a less technical perspective.

Just like when building a website, it’s essential to determine the GOAL that guides our actions when searching for keywords. If the goal of creating a website is sales, the focus should be on phrases that customers use when searching for products. If the website aims to establish our position as an expert in a specific niche, the chosen keywords should allow us to showcase our knowledge on that particular topic.

A website can simultaneously serve different purposes, such as selling products and providing industry advice. This is the case, for example, with hardware stores or book websites that also function as cultural portals. It’s also important to remember that the goal of a website can change after several months or years of operation. Change is a constant element of running a business, and its intensity and frequency depend on the industry and user expectations.

The second important aspect is NICHE ANALYSIS. Analyzing industry activities on the internet is equally important for new businesses and older ones just “entering the online space.” Online marketing and customer interactions differ from traditional methods and require different skills and tools.

To begin analyzing the online presence of your industry, it’s worth starting with forums and groups that gather people interested in your topic, such as on Facebook:

What should you pay attention to? It’s worth examining what topics in your subject are discussed, what questions are being asked (it’s also a great place to find inspiration for blog posts!), and what language they use. Complement your research with competitor analysis—check how they communicate with customers on their website and social media profiles. In case of unsuccessful ideas, reading comments can also provide additional information, and social media users usually have no problem criticizing company actions.

Determining the GOAL of our actions and understanding effective methods in our NICHE will guide us in the direction we should take when searching for keywords. Even preliminary analysis will make it easier to identify the main keywords—phrases with a broader scope that will serve as the foundation for further keyword research. Establishing this foundation will facilitate using tools that assist in finding keywords.

How to find keywords? Choose your tools!

Accurate selection of keywords is the foundation of optimization and the entire website positioning process. Focusing on phrases that will convert is one of the critical elements of SEO success. To find words that align with our goal, the tools available on the internet can be helpful.

We can expand our pool of phrases with related terms by using the specific keywords determined earlier.

Google’s search engine aims to provide users with the best answers to their queries. To achieve this, it utilizes various features that facilitate formulating accurate queries, such as suggestions and autocomplete:

Autocomplete is created based on the popularity and similarity of phrases users enter. The search engine places a significant emphasis on personalizing the content it serves to its users, which is why some suggestions will be based on the search history of our account. More universal suggestions will appear when using incognito mode.

Similar suggestions are also applied on the search results page. Lists of related keywords can be found toward the end of the search results:

Keyword suggestions are among many ways to find attractive phrases using search engine data.

KEYWORD PLANNER – A planner is a tool dedicated to Google Ads campaigns. However, it can also be effectively used for keyword research for SEO purposes. How to find keywords that will meet our needs?

Start by visiting the Keyword Planner page and logging into your Google account.

Do you remember your main keywords? Based on them, you can determine additional phrases that will better represent your business. When using the tool, remember to select the language and country/region you want to target with your services.

It’s worth reviewing keyword suggestions in terms of search volume. Note that the “competitiveness” of these phrases is calculated for Google Ads, so when searching for keywords for SEO purposes, there’s no need to consider the data in that column.

KEYWORDTOOL.IO is an alternative solution to the Keyword Planner, considered by many specialists as the “best” option. The free version provides a limited number of keywords without additional statistics, but still sufficient to supplement our list of relevant keywords. Keywordtool.io allows you to expand your keyword research to other platforms, including other search engines (Yahoo, Bing) and platforms like YouTube and Instagram.

UBERSUGGEST.IO is a solution that not only helps find keywords but also provides a considerable amount of data about them:

The chart displays the search frequency of the desired keyword, divided into mobile and desktop devices. Below is information about the keyword’s click-through rate and the age range of users.

Related keywords to the one entered by us are listed in the table below the charts:

Expanding the table allows you to view the top 10 results for each keyword, including the estimated number of clicks for each position and additional information, such as the number of links and social media shares.

The free version only allows you to gather detailed data for the first ten results.

ANSWERTHEPUBLIC.COM — an iconic tool for copywriters that allows you to find user-searched phrases. It works exceptionally well when searching for longer keywords and seeking inspiration for blog article topics.

SEMSTORM – using this tool requires creating an account. After logging in, simply select the “KEYWORDS” tab and enter one of the main keywords. The keywords are divided into:

In the market, tools with Polish roots are also performing well:

exact matches

words with prepositions

questions

and video. The results also include an alphabetically sorted list of keywords. Full account access allows for more detailed analysis, including searching for phrases in alternative image titles and descriptions, which is characteristic of e-commerce, or searching for hashtags.

SENUTO – In this keyword tool, we will search in the “Keyword Base” category, which we can access after creating an account. After entering the main keywords, the device lists related phrases.

Like similar solutions, it divides the phrases into primary, questions, and word groups. It also allows for various filtering options, such as specific formulations.

SURFER SEO – Keyword research in this tool starts with the Keywords Research tab. After entering the desired phrase, the device provides results consisting of similar phrases, phrases that include the searched term, and questions.

You can also use the free Chrome extension – Keyword Surfer to obtain this data without paying for a subscription. The extension lets you get more information about specific phrases directly while searching on Google.

How to find… even more keywords?

The evolution of keyword research for our website is inevitable, especially if we plan to increase visibility within the Google search engine further. To do this, it’s worth examining the phrases for which our website is already ranking – under which keyword it appears to users.

How to check the popularity of a website?

For this purpose, it’s worth checking Google Search Console, specifically the PERFORMANCE tab. Information about queries can be found in the table.

The data collected in Google Search Console (GSC) is beneficial when we want to get the most out of existing pages that Google has indexed. Among these keywords, there may be some that we have yet to consider but have significant potential to increase the number of users on our website. The tool shows not only the average position of our website but also provides the URL of the specific subpage that ranks for the keyword and the type of device.

If implemented on our website, additional information can be obtained through search query analysis. Google Analytics successfully collects this type of data.

More and more and more… we don’t need it anymore

In the search for keywords, moderation is essential, and the number of keywords should be adjusted to the website’s size. Space in crucial areas of each subpage (title, headings) is limited, as is the ability of search engine robots and users to process information.

When creating keyword lists, it is important to plan their distribution in a way that allows for optimization following Google’s requirements without forcing keywords.

Developing a keyword database doesn’t have to be hindered by this; you just need to focus on expanding the content layer through a blog or news section. In the case of online stores, other tricks can also be applied, such as creating various unconventional product categories and complementing them with seasonal texts.

And besides, your customers will provide you with suggestions on what they need – just observe them for a while! 🙂

Key disadvantages and advantages of online advertising

15 May 2023 (update 29 May 2023) | By Guest Article | 0 Comments

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Key disadvantages and advantages of online advertising

Advantages and disadvantages of online advertising
- Advantages of online advertising
- Disadvantages of online advertising

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Online advertising is a form of advertising that is rapidly evolving, closely tied to the continuous growth of product and service sales through the internet. Due to its nature, it requires significant skills and intuition, as an ineffective advertisement can face unexpected criticism from internet users and can do more harm than good. The disadvantages and advantages of online advertising can be determined similarly to any other form of communication since there are no perfect advertisements.

Advantages and disadvantages of online advertising

Advantages of online advertising

No time restrictions – online advertising has no time limitations. Unlike traditional stores, an online store or website is not bound by specific opening hours. Customers have unrestricted access to a company’s offerings and can explore them at any time. Internet advertisements can be displayed 24/7, unlike television commercials, for example, which have specific air times. Time zones in different countries are also irrelevant. Additionally, we can publish advertising posts, create expert blogs, or share videos on platforms like YouTube at any time. While we can tailor content or graphics to variable weather conditions or time of day, it is not a requirement.

Unlimited reach – through online advertising, we can reach every corner of the world. Online advertising has an unlimited reach made possible by remarkable technological advancements. It presents a tremendous opportunity for any company planning to expand its sales to international markets. The internet bridges the distance, and the global nature of advertising doesn’t limit us in any way. Contacting potential customers through the internet is simple and cost-effective, surpassing other forms of advertising. Television, radio, or print advertisements in foreign markets are much more expensive, and their implementation is significantly more complicated.

Online advertising has an interactive nature, allowing us to quickly learn about the effects of the advertisement and how it is received, thanks to the live interaction with customers. Good communication with customers enables trust-building, creates a positive company image, and helps understand the needs and aspirations of the target audience, which, in turn, positively impacts advertising campaigns. Dialogue with customers can be established through comments on the company blog, fan pages, newsletter subscriptions, or organizing industry webcasts. All these methods contribute to building a positive relationship with customers, benefiting both parties.

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Online advertising reaches a specific group of recipients. The internet provides a wide range of possibilities for reaching a highly targeted audience. Due to the relatively low cost of online advertising compared to traditional advertising, long-term actions and the planning of elaborate advertising campaign strategies can be afforded. For example, we can utilize Google Ads to target a specific audience defined at the beginning of the advertising campaign. Additionally, remarketing, associated with Google AdWords, is a significant element of online advertising as it reaches individuals who have already visited the website and are potential customers interested in the service or product, making them part of our target audience. Technically, remarketing allows for displaying advertising banners (while browsing other websites) to an internet user who has cookies saved in their browser from visiting our website. Tailoring advertising messages to indecisive customers often motivates them to return to the store. Remarketing also involves advertising products related to a previously purchased item.

Online advertising is highly dynamic because, compared to conventional advertising methods, it can be easily launched, modified, or transformed if it proves to be ineffective. Due to the ease of analyzing and measuring the effectiveness of advertising activities, they can be adjusted in real-time based on monitored results.

Online advertising is cost-effective compared to the costs associated with advertising in alternative media channels (check, for example, the advantages and disadvantages of television advertising). This is a significant advantage because it allows for planning a wide-reaching advertisement that targets a specific audience while keeping costs low. Experience suggests that the less targeted an advertisement is, the worse the ratio of expenses to profits.

Disadvantages of online advertising

Excessive amount of online ads -the abundance of online advertisements often leads to users blocking them, and the highest percentage of blocked ads is found in Poland. This primarily concerns banner campaigns, which are often perceived by internet users as overly intrusive. According to various estimates, around 30-40% of internet users in Poland utilize ad-blocking software. Theoretically, this is a significant number, but in practice, there are still numerous recipients of such content, as the active users of portals within the Google advertising network (such as Onet, wizaz.pl, or olx) encompass almost the entire population of Poland with any purchasing potential.

Superficiality of online advertising – online ads often rely on quick superficial messages that users may easily overlook. In the midst of an advertising overload, internet users can easily bypass the intended message.

Intense competition in online advertising – the high competition in online advertising requires continuous analysis and modifications for the advertisement to be effective. It demands substantial knowledge and skills.

Some advertising efforts yield expected results only after several months – for example, website positioning (SEO) can be effective but may take a longer time to produce noticeable effects.

However, it should be acknowledged that most of these issues do not apply to an incredibly important and effective method of online advertising – namely, Google Ads.

Product Descriptions in an Online Store – Step-by-Step Guide

12 May 2023 (update 29 May 2023) | By Maciek Popiołek | 0 Comments

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Product Descriptions in an Online Store – Step-by-Step Guide

Product Description in an Online Store – What Role Does It Serve?
Creating Product Descriptions – Learn Who Your Customers Are
Create Your Ideal Customer
People Buy Emotions, Not Products
Product Descriptions for Online Stores Crafted with a Benefits Language
How to Create Perfect Product Descriptions in an Online Store?
Show what can't be touched
Product Description: How to Increase Conversion?
SEO product descriptions
Duplicate content
- Examples of product descriptions in an online store
To delegate or write yourself?

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Why is your competition selling more even though you have a more extensive range of products, high-quality product photos, and better customer service? They probably have something you overlooked – compelling product descriptions in their online store. Ones that not only present the product in a simple and accessible way but are also excellently optimized for SEO.

If you want to surpass the competition, read our guide and start creating product descriptions that sell.

Product Description in an Online Store – What Role Does It Serve?

In a physical store, customers rely on assistance from the salesperson. Friendly, smiling, and knowledgeable advisors can work wonders and convince even the most indecisive individuals to purchase. In an online store, this role is fulfilled by the product description. The better it is, the more likely the customer will buy from you and even stay with you longer. Where should you start when creating product descriptions?

Creating Product Descriptions – Learn Who Your Customers Are

To capture your customers’ attention, you need to know them well. Before creating product descriptions, consider who and why visits your online store. Gather as much information as possible about your customers: How old are they? What do they look like? Where do they live? What do they do? Are they single, or do they have families? How often do they shop online? How do they spend their free time? What are their daily rituals? What annoys them? Remember, the customer is not interested in what you want to sell. What matters most to them is what they want to buy. Try to uncover their motivations, concerns, and needs.

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Where can you find information? There are several sources of consumer knowledge on the internet. If you have yet to do research, start with industry reports. You can find them, among other places, on the Chamber of Electronic Economy website. Important insights regarding the demographics and behaviors of your customers can be found in online tools such as Google Analytics or Facebook Audience Insight.

Create Your Ideal Customer

Once you have the knowledge, analyze the gathered information and use it to create a persona representing your model customer. Give them a name, and define their age and place of residence. Write about where they work. Let your persona have goals and desires but also frustrations.

Let’s assume you run an online store specializing in eco-friendly cosmetics. One of your personas could look like this:

Meet Marta, a 28-year-old woman. She is the mother of a spirited five-year-old named Stas and the wife of an architect named Kamil. Marta has a degree in human resource management and currently resides in the capital city, working in the HR department of a corporation.
She tries to spend her free time actively with her family, preferably outdoors. Marta cares about ecology. She does her grocery shopping at a nearby neighborhood store. To save time, she minimizes visits to shopping centers. Instead of going to a physical store, she buys cosmetics online. Before purchasing, she checks the product ingredients and reviews from other customers and influencers. Quality is her priority, while price is of secondary importance.

By accurately defining personas, you will discover what is worth focusing on when creating product descriptions. You will write in a way that satisfies the curiosity and needs of a specific target group. You will also avoid wasting time on overly general or technical product descriptions. There’s a high likelihood that nobody will read them. And if they don’t read them, they probably won’t make a purchase.

People Buy Emotions, Not Products

Before creating a product description in your online store, identify its strengths and benefits. Consider the problems it solves. Customers are willing to pay if you convince them that your product will genuinely improve the quality of their lives: giving them more time for family, helping them accomplish daily tasks faster, making them more attractive, or saving a significant amount of money on vacations. This is where understanding your target audience comes in handy. What appeals to young mothers won’t necessarily resonate with teenagers.

Product Descriptions for Online Stores Crafted with a Benefits Language

Remember, a benefits language is a language of specifics. Support all the benefits your product provides with concrete and authentic evidence. Avoid clichés and linguistic clichés. Phrases like “one-of-a-kind,” “highest quality craftsmanship,” or “latest fashion trend” mean nothing to customers. The market is saturated with such empty phrases, and consumers have learned to ignore them effectively. Instead of relying on generic statements, Casper, a company, quoted a user’s sentence from the influential platform “Which?” to describe their mattress.

If you want to emphasize that your product is the “most” in something, justify it. For example, “The thinnest smartphone on the market. It’s only 1mm thick and can be bent like a sheet of paper.”

It’s important to state what problem your product solves directly. If an orthopedic pillow relieves spinal, head, and back pain, say it plainly, without specialized terms or fancy phrases. This way, your message will reach everyone interested, not just those with a doctorate in acupressure. When you make customers aware of the problem you can solve, you awaken a sense of urgency in purchasing.

How to Create Perfect Product Descriptions in an Online Store?

Length Matters

An ideal description should have around 1000-1500 characters, including spaces. This length will be appreciated by both your customers and search engines. In addition to the character count, follow a simple rule: if you read the product description and still have questions, reconsider it.

How Much to Reveal in the Title?

The title should include the brand, model, product type, and a distinctive feature like color. It should grab attention, but above all, it should be clear and readable. Write for people, not machines. Avoid including detailed technical data or obscure abbreviations in the title. Focus on essential information to help customers quickly decipher the product.

Instead of “Tdx-18 gha size XS,” write “Alpine Tdx-18 gha Ski Jacket (Red) Size XS.”

Having a too-generic title that doesn’t provide any information about the product is also a mistake.

The title is significant for the SEO of an online store.

Show what can’t be touched

Photos are the business card of your online store, not just the product. Remember that when we buy online, we rely on our eyes—we can’t touch or try on the product. That’s why photos must be professionally taken and accurately represent reality. They should precisely depict what you’re selling, highlighting the product’s distinctive features (color, shape, texture). Even if you received photos from the manufacturer, it’s worth taking a few additional ones showing what interests your target audience. This way, you’ll also differentiate your offer from the competition. A good example is Zappos, which showcases the key features of products in its photos.

Product Description: How to Increase Conversion?

The product description serves two primary purposes: explaining the item’s features and enticing potential customers to purchase. Only some elements on a webpage have a direct impact on conversion. If you notice that customers are visiting your site, browsing products but not adding them to their carts, it’s likely that the product description or its absence has deterred them.

When creating a product description for your online store, adhere to the basic principles:

Present the most important product features.
Divide the text into paragraphs.
Use bold text to emphasize key points.
Utilize bullet points to maintain transparency and help customers scan the text.
Incorporate icons and graphics.
List everything the customer will receive, and mention what they will not receive. For example, if the set does not include batteries, mention it.
Provide guidance and address uncertainties. Create a list of questions and answers showcasing potential product applications.
Appeal to the senses and emotions that stimulate the imagination. Refer to touch, sight, smell, or sound.
Compare the following descriptions. Which one resonates with you more? [Provide two sample product descriptions for comparison]

Remember, a well-crafted product description can captivate customers and drive conversions.

product description - in polish — Translation: Product Description Do you dream of having clear skin without enlarged pores and excessive shine? Then it’s time to try the products from the Ziaja Jeju series, which are the perfect solution for younger skin struggling with impurities. The products from this cosmetic line are characterized by their cleansing, antibacterial, and soothing properties.
Ziaja Jeju – a series that reliably alleviates acne symptoms You will certainly be pleasantly surprised by the effectiveness of the active ingredients in the Ziaja Jeju series. Extract of aspen bark slows down the growth of bacteria responsible for the formation of acne, binchotan charcoal minimizes enlarged pores, and camellia oil protects against premature aging. You will also enjoy the pleasant scent, based on a combination of mint, pomegranate, and blackcurrant, or a fusion of mango, coconut, and papaya.

Language Your Customers Will Love

When creating descriptions, using the correct language is crucial. Therefore:

Use short, simple sentences.
Employ active voice.
Avoid participles; instead, use conjunctions such as “which,” “what,” “by,” “therefore,” “so,” etc.
Use dynamic verbs: reduces/increases, improves, alleviates, accelerates/slows down, moisturizes/dries out, strengthens/weakens.
Avoid modal verbs that weaken the message, such as “XYZ may minimize the risk of illness…”
Avoid using the verbs “have” and “be”; they are energy vampires – sentences with these verbs are simple but also dull.
Use exact words and user-friendly expressions, for example: “also” instead of “additionally,” “decreases” instead of “eliminates,” and “soothes” instead of “relieves.”
Avoid industry jargon.
Focus on the language of benefits.
Avoid overly exaggerated terms that overstate product advantages.
Translate complex terms to avoid the “curse of knowledge” trap – the situation where you assume that a specific concept is so obvious that no one needs it explained anymore.

From General to Specific

The amount of information included in the description depends on the industry. However, it is good practice to present the most critical data in the main description (short and concise, giving the essential information and containing primary keywords). Transfer the details to the additional description (expanded, showcasing the product’s advantages and benefits of the purchase, providing sample applications, including elements such as technical specifications, product specifications, design, and other keywords). It is worth presenting the additional description in the form of readable tabs.

Focus on a Strong Impact

Start by highlighting the features that distinguish the product from the competition. Focus on its most substantial aspects, then move on to the less significant ones. Conclude the description with information about any additional accessories.

Look at an example of what a valuable clothing store description should include.

product description - dress description — Translation: An incredibly delicate and airy sleeveless women’s dress with thin shoulder straps. Made of pleasant-to-the-touch cotton fabric, adorned throughout with small see-through details. Its charm is enhanced by a subtle waist cut and ruffles at the bottom. This flared dress with a loose fit will be perfect, especially during the summer and vacation period, beautifully accentuating every woman. The dress is available in white color.

The essential information is presented at the beginning: the style, size, color, and cut of the clothing, along with the price.

Below is information about the size worn by the model in the photo, providing the customer with a valid reference point.

Care instructions for the product are included – customers often want to know things like the recommended washing temperature or whether it can be tumble-dried before purchasing.

The manufacturer’s history is described.

The materials from which the product is made are listed.

Customer reviews and feedback are included.

Additional benefits are also mentioned, such as free shipping and returns.

Befriend the blogger

Incorporating reviews or tests is a great way to enrich the product description. Many bloggers and YouTubers collaborate with manufacturers and create content about specific products. Such content is also produced on request by specific online stores.

SEO product descriptions

Creating SEO product descriptions is a relatively easy task. However, it is still possible to overdo it. Many sellers focus too much on search engine optimization but forget the users. While having a high position in search engine rankings is essential, don’t write solely to cram the description with keywords. If you provide valuable content for the customers on your website, Google will reward you. Here’s what you need to remember.

Take care of unique SEO-friendly content

Descriptions and titles must be unique. Copying descriptions from the manufacturer’s website will not help your SEO efforts. We understand that creating original descriptions for thousands of products can be burdensome. If you don’t have the necessary resources, it’s worth outsourcing this task to a professional company that can prepare descriptions in a professional manner.

Focus on quality, not quantity

It is a mistake to overload the text with keywords. When writing SEO product descriptions, focus on covering the topic and providing customers with the most reliable information. Typically, the keyword appears up to 3 times in a product description of 1000-1500 characters (including spaces). You can use synonyms and closely related words that sound more natural.

Search for relevant keywords

Tools such as Ahrefs, Answer The Public, or Google Ads’ keyword planner can help you search for keywords. They will provide insights into users’ queries when searching for solutions you offer. Tools like Surfer SEO or SENUTO are also helpful in providing information about popular keywords, their position, search volume, competition, and how to write effectively to rank for a specific keyword.

Utilize materials from your blog

This good practice provides customers with valuable content and gives you additional internal linking within your website. You can include an article snippet on the product page and link it to your blog.

Appropriate product names (H1 header)

The name should include popular keywords. Each product must have a name comprising the manufacturer, model, distinguishing feature, etc.

Use subheadings (H2-H4 headers)

Subheadings are an essential element that improves text readability. At the same time, it increases the potential in search results, mainly if you include relevant keywords.

Remember ALT attributes for images

ALT attributes help search engines understand what is depicted in the image. This way, you can also incorporate keywords.

Duplicate content

We’ve already touched on this topic concerning SEO, but let’s repeat it again – resist the temptation to copy the manufacturer’s description (except for the product specification).

However, what if the products being described only differ in color? Repetitive inventory is a challenge for many stores. How do you create unique descriptions for such products? Of course, the optimal solution would be to prepare a unique description for each, but it becomes practically impossible with large volumes. In such a situation, it is worth preparing a single universal description and 1-2 sentences that characterize the variable element, as shown in the example below.

Examples of product descriptions in an online store

And now, here are some inspirations. See how others do it.

Tołpa and an unpopular product. In this case, an extensive description is welcomed. In addition to detailed product information, it includes a description of the key benefits. The product page is visually appealing as well. A valuable (though short) description with solid selling power. It provides basic product information and appeals to emotions. Each mentioned feature is assigned a specific benefit.

tołpa product description — Translation: It works like a peel, but it doesn’t contain particles or AHA acids. It removes dead skin cells thanks to three active enzymes, without the need for rubbing and without additional irritation. It deeply cleanses pores, prevents clogging, and reduces the number of blackheads. It is the best enzymatic peel dedicated to the needs of sensitive skin prone to irritations and allergies. The product is also suitable for the care of normal, combination, and oily skin.

Orange knows perfectly well who its message is targeting. Here is the description of a modern smartphone for seniors:

mobile for elderly — Translation: A mobile phone for seniors with a keyboard and a flip cover
Elderly individuals who are not fond of new technologies will surely appreciate a classic model of a phone. In such a case, when purchasing a device, it’s worth paying attention to whether the phone: has large and comfortable buttons, has a sufficiently large screen (an additional advantage is an ability to enlarge the font), is equipped with safety-enhancing features (including an SOS button), has a suitable weight.
Phones of this type designed for seniors are affordable and will not strain the household budget. Furthermore, due to their simplicity, they consume minimal energy and can operate much longer on a battery compared to modern smartphones.

Marabut, a Polish tent manufacturer, has done an excellent job creating product descriptions. In addition to the language highlighting the benefits and specific features of the products, potential customers can also familiarize themselves with the technical data presented in the form of sketches. When seeking information, they can easily navigate between user-friendly tabs.

marabut polish description — Translation: Arco Red Line is a lightweight expedition and trekking tent designed for 2-3 people. It provides comfort for two people with their entire gear. In expedition conditions, Arco Red Line can also accommodate three people. The sheltered vestibule allows for cooking in unfavorable weather conditions. Another significant advantage of the tent is the second entrance at the back and two entrances from the vestibule side, which improve ventilation and user comfort. The ventilation openings can be adjusted from inside the tent. Reflective tapes and guylines facilitate pitching. The flysheet of Arco Red Line is made of Rip-Stop 40D 240T polyamide, double silicone coated, and has a waterproof rating of 3000 mm.
This technology is considered the best method of impregnating flysheets. The coating remains highly flexible even in low temperatures and ensures high water resistance. The Arco Red Line tent utilizes a special sewing technique with waterproof threads, effectively preventing water penetration through the seams. The tent is equipped with a repair sleeve.
Note: Due to the lightweight nylon floor used, it is recommended to use additional floor protection, such as a groundsheet, in conditions other than winter.

To delegate or write yourself?

As usual, it depends. Take into consideration several factors. If you run a small online store and have the time and skills, you can create professional descriptions yourself, why not. Now you know what characteristics a sales-oriented product description should have. You are aware of the mistakes to avoid. However, suppose you own a large e-commerce business with thousands of products, and your employees are already overwhelmed with hundreds of other tasks. In that case, it’s better to outsource the writing to a specialized company. The cost of product descriptions is relatively low compared to the potential losses you may incur by not having them.

Pop-up Windows – What Is It and Does It Work?

08 May 2023 (update 26 May 2023) | By Maciek Popiołek | 0 Comments

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Pop-up Windows – What Is It and Does It Work?

Pop-up Windows – What Are They?
Too much of a good thing is unhealthy
Pop-up goes by many names
Do pop-ups have to be annoying?
What to do to make pop-ups work?
How to measure the effectiveness of a pop-up window?

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Just a few years ago, pop-up windows were completely passé. They were more associated with cheesy websites straight from the 90s and “infected” computers than with an effective form of advertising. However, currently, this form of communication with the audience is experiencing a renaissance. Is it worth using? As the classic would say, “yes, but…”. How can it be done to achieve the intended result instead of the completely opposite effect of increased page abandonment? Discover research and key recommendations on the use of pop-ups on service-based business and e-commerce websites.

Pop-up Windows – What Are They?

Pop-ups are popup windows that appear on a website and contain some additional message. They can serve various purposes, such as:

Presenting a request for consent to the privacy policy and terms of use of the website – in the era of GDPR, this is an annoying necessity for most services,
Requesting acceptance of Cookies, most commonly done through consent mode*,
Confirming the user’s age if the website contains adult content.

These are the pop-ups that sometimes “obligatorily” have to appear on a website. But today, we will focus on those that serve a more marketing-oriented role. We are talking about pop-ups that are used for:

Lead generation,
Acting as CTAs – encouraging, for example, to visit a specific subpage, follow your social media, download an e-book, etc.,
Subscribing to a newsletter and thus obtaining potential customers’ emails,
Informing about loyalty actions and increasing the conversion rate – discounts, promotions, limited-time sales, etc.,
Retaining the user before leaving the page – for example, by reacting to cursor movement towards the top bar of the browser.

Do they work? Yes, provided that they are properly utilized. Otherwise, even if statistics indicate high interaction with the pop-up, it may decrease the user’s value and revenue on the website as a whole while increasing the percentage of page exits.

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*Consent mode – In 2020, Google introduced a new consent acquisition mode known in the marketing world as Consent Mode. By utilizing this mode, it is possible to safely analyze users’ behavior on our website, even if they have not given consent to measure their actions and conversions. This is particularly important for Google Ads campaigns and soon for data analysis in Google Analytics 4 as well. Using Consent Mode also allows us to comply with all the requirements of GDPR and protects us from potential penalties for analyzing user behavior on the website without their consent. This change in the cookie collection method enables us to recover data from up to 40% of untracked traffic under the standard consent mode.

Too much of a good thing is unhealthy

If you’ve already started planning to add multiple pop-ups to your homepage or landing page, take a moment to pause. Remember a few important things.

As Internet users, we have become accustomed to pop-up windows. Therefore, especially when there are several of them, our brains “filter” them, often resulting in the automatic and very quick closing of the pop-up. The more pop-ups you place, the greater the chance that they will be completely ignored. What’s worse, they can also cause irritation and lead the user to leave your website altogether. According to a report by ExpertSender, in 2020, 92% of Poles abandoned at least one shopping cart per month. The most commonly cited difficulties directly on the website were… pop-up ads!
Improperly used pop-ups can lower the SEO value of your website. Google has been penalizing them for some time now because they impede access to the content of the page. Therefore, placing a “welcome mat” type of pop-up that covers the entire or a significant portion of the site’s content is classic marketing self-sabotage.
Pop-ups that cannot be closed with a visible and understandable “X” or can only be closed after a specified time are also penalized by Google. However, this not only takes away valuable ranking points for search engine positions but also valuable users. According to studies, users spend no more than 5 seconds deciding whether it’s worth staying on a particular website. Persistent ads usually lose the battle for converting the user. While this action may increase the interaction rate with the pop-up, it’s not the goal to have the user click on the pop-up in search of a way to close it instead of clicking on the “purchase” or “contact” button, right?

So, how, where, and when should pop-ups be placed?

Pop-up goes by many names

The pop-up is essentially a window that appears on the content of a page, either below or above it. It’s the kind that you can easily close to gain access to the entire content. Well, at least in theory, because in practice, sometimes it’s hard to find the close button without a microscope. 😉 However, the definition of a pop-up encompasses many variations of this form of communication. The main types of pop-ups that we distinguish are:

Welcome mat – these are the ones that “cover” the entire page, like a roller blind over a window.
Overlay – these pop-ups display in the middle of the screen, on top of the content.
Top banners – they appear above the content, are small in size, and do not disrupt the browsing experience.
Slide-in boxes – these formats “slide in” from the side or bottom of the page but remain on the periphery of the main content.

Google primarily penalizes the first two types – those that impede access to the main content. However, this doesn’t mean you have to completely abandon them. Sometimes, they can be very useful. However, you must remember to ensure they appear on the website at the right moment.

According to John Mueller from Google, pop-ups are penalized when they appear immediately after a user transitions from the search engine results pages (SERPs) to a website. However, this is not the case for full-screen ads displayed when moving from one subpage to another within the same domain. Therefore, if you have strong reasons to use full-screen ads, you can employ them in this manner without directly risking a penalty from Google. What reason would be the best? Undoubtedly, it would be data from conducted A/B tests confirming that a pop-up ad converts best on a specific website.

To properly evaluate this, separate tests should be set up for mobile and desktop using tools like Google Optimize, and the results should be analyzed in Google Analytics with segments from these tests. The most important data to examine will include the percentage change in user value on the site, the subpage value with the pop-up, the exit rate, and the conversion rate on the page.

Are you interested in conducting reliable A/B tests on your website? See how our analytics and UX specialists can help your business!

When should a pop-up appear?

The mandatory ones, which are required by law, should appear at the beginning. However, marketing pop-ups can appear on the screen at a completely different moment. Why? For example, to grab attention and prevent them from being closed in a fraction of a second without being read.

The most common triggers for pop-ups are:

On page load – this approach works well, for instance, if you want to inform the customer about an ongoing promotion or sale and provide them with a discount code or offer another “good news” that shouldn’t be overlooked. Such a pop-up must provide actual benefits and value to the user who enters a specific subpage or website. Therefore, it’s not worth offering promotions, for example, on chairs in the “lighting” category.
When the page is scrolled to a certain point – this often happens on landing pages. After the user has read a portion of the offer details and reached a point where, according to scroll depth maps, users typically leave the page, a pop-up appears encouraging them to leave their information.
User interaction – such as clicking on a specific field or hovering over it (this also works well on landing pages).
After a specific amount of time spent on the page – for example, after a few minutes when the sender is confident that the reader is interested in the presented information and needs to disrupt their cognitive patterns.
When the user attempts to close the tab or quickly moves the cursor to the top bar of the page – the purpose of displaying a pop-up is the last attempt to retain the recipient who did not take the intended action as intended by the website.

Do pop-ups have to be annoying?

Absolutely not. Indeed, if you bombard the recipient with repeated requests for their information, sales discounts that don’t interest them, or unnecessary information, you will achieve the opposite effect of what you expect. Especially if the pop-ups themselves are aggressive, loud, and pretentious. Subtlety works much better in modern marketing. Customers don’t like to be forcefully pushed through the marketing funnel. However, you can accompany them on their way toward conversion without hindering their progress, but rather supporting them in reaching a mutually beneficial goal.

As mentioned above, a poorly designed pop-up can be perceived as highly irritating. The research described by Bunnyfoot and TheNextWeb indicates that nearly half of all ads are closed even before they finish loading. However, the audience to whom the pop-up is displayed plays a significant role. This form of communication can affect users differently based on their profile, engagement, and determination to reach their goals on the website. Even ethnic characteristics can have an impact.

Polish users are impatient internet users who quickly become frustrated and are sensitive to any elements that hinder their progress toward conversion. The IAB report highlights that in 2017, 42% of internet users in Poland over the age of 15 used ad-blocking plugins, a result significantly higher than similar studies in many other countries. It can be assumed that since the data was collected at the end of 2017, this indicator has significantly increased in response to the growing emphasis on digital marketing in the Polish segment of the internet.

What to do to make pop-ups work?

Offer something truly attractive and relevant to the recipient’s interests. For example, on a blog dedicated to content marketing, a pop-up encouraging the recipient to sign up for a newsletter with similar posts might work well. On an online store, a pop-up with a discount code would be effective.
Timing is important. Think about when it would be best to display the pop-up. Perhaps after the user has spent some time interacting with the website?
Use engaging language. The message on the pop-up should be short, light, and clear. For example: “Interested in content marketing? Sign up for our newsletter to stay updated on industry news. No spam. Just valuable information.” This message encourages the user to leave their contact details in a non-intrusive way. Don’t forget the call-to-action!
Remember to adapt pop-ups for mobile displays. Currently, over half of the website traffic in Poland comes from smartphones. Take this into account when designing your pop-up windows.
Customize the message based on the referral source. Each traffic source has slightly different goals and needs. For example, users from social media and the Google Display Network (GDN) are often non-intentional users, which means their conversion path should not be prolonged or made difficult. Quick and emotionally appealing actions are needed in such cases. Tactics emphasizing limited availability, such as the message “Promotional price valid only today!” tend to work better.

How to measure the effectiveness of a pop-up window?

According to research conducted by sumo.com, the top 10% of the most effective pop-up windows have an average conversion rate of 9.28%. The average conversion rate for the entire sample (1,754,957,675 pop-up windows) is 3.09%. In this case, conversion is defined as the user taking action after seeing the pop-up window.

However, when it comes to such statistics, the methodology is important. Some companies that create and sell pop-up widgets try to “creatively” present results to encourage the use of their solutions, often for a fee. If someone assumes, for example, that every user who makes a purchase and has had previous contact with a pop-up window counts as a conversion “achieved” by the pop-up, this is fundamentally flawed thinking – it is important to be aware of this. Interacting with a pop-up often involves attempting to close the window.

It is also important to remember that a pop-up is a significant intervention in the website’s user experience (UX), which has consequences. Providing the conversion rate of the widget alone without considering its impact on the holistic perception of the website and overall conversion is an analytical own goal. What good is it to force a user to sign up for a newsletter or watch a video, resulting in increased statistics if it comes at the cost of a decrease in overall conversion or a drop in search engine rankings due to Google penalties? Another scenario is more frequent purchases but with smaller order values and overall lower revenue generated by the website. It is worth considering the KPIs (Key Performance Indicators) and whether those metrics truly align with the overarching business goals of the website before implementing a pop-up.

Pop-up – Summary

Does a pop-up make sense, then? As is often the case in the online world, yes, but only under specific conditions. It’s worth checking, researching, and confirming your intuition with reliable data. Want to find out if a pop-up on your website increases or decreases conversion? Opt for reliable A/B testing! Of course, we can help with that – contact us today for a free quote!

Internet marketing specialist – earnings under the microscope

05 May 2023 (update 29 May 2023) | By Dominika Slomka | 0 Comments

"Specialist in internet marketing - earnings under the microscope

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Internet marketing specialist – earnings under the microscope

Statistics on earnings in internet marketing
Internet marketing specialist – salaries. What do they depend on?
What can cause differences in earnings?
Increasing salaries in Internet marketing
What does it look like at Verseo?

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“What are the earnings like in positions related to internet marketing, and what do they depend on? How much can you earn as an internet marketing specialist, SEO marketing manager, social media ninja, PR & content marketing manager, or junior digital ads specialist? In this post, we will look closer at the requirements that marketing experts must meet and examine how their compensation systems work!

According to statistical data, the market rate for an internet marketing specialist position according to statistical data ranges from PLN 4,000 to PLN 6,000 net.

Earnings vary depending on the location of the company’s headquarters, the company’s size, the type of contract, the length of service, and the commission system.

Services for business, IT, media, advertising, light industry, and trade are industries where internet marketing specialists earn the most.

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Companies based in provinces such as Mazovia, Pomerania, Lower Silesia, and Greater Poland offer the highest salaries in internet marketing.

Statistics on earnings in internet marketing

Year after year, earnings in internet marketing are on the rise. It no longer surprises anyone that in 2022, some companies will offer digital marketing specialists salaries comparable to the most sought-after employees in the IT industry.

Supply and demand in the job market

According to the Barometer of Professions in Poland forecast, there will be a balance between supply and demand for specialists in PR, advertising, marketing, and sales. Moreover, in some districts, we may encounter a shortage of people looking for work in marketing-related positions. It will mainly affect more specialized roles and experts with several years of experience.

The sustained demand for marketers will clearly impact their salaries. Additional benefits, modern equipment, flexible working hours, and five-digit wages will slowly cease to surprise us. And experts in paid advertising, web analytics, or e-commerce will treat these distinguishing features as commonplace – something they are entitled to and without which they won’t even pay attention to a given offer.

Internet marketing specialist – salaries. What do they depend on?

Internet marketing is such a broad field that comparing certain positions is almost impossible. Therefore, the data below only shows a general distribution of salaries based on factors such as education, work experience, company size, or company location (province). These are the primary criteria by which you can differentiate, for example, the salary level of a social media specialist position in Poznań, Radom, Olsztyn, or Warsaw. As you can probably guess, the location where we provide our services will affect the amount of our monthly salary. The highest wages in internet marketing are offered by companies based in provinces such as Mazovia, Pomerania, Lower Silesia, and Greater Poland.

Internet marketing specialist - salaries. What do they depend on?

Additionally, the industry in which we work as a specialist in internet marketing also matters. The highest earnings can be achieved in business services, IT, media and advertising, light industry, and trade.

What can cause differences in earnings?

The answer is simple: work experience and level of expertise in a specific field or familiarity with a particular topic, such as:

creating and optimizing paid ads in Google Ads,
recognizing opportunities in organic and paid activities on social media,
managing scripts in Google Tag Manager,
optimizing content according to SEO guidelines,
building communities and engaging audiences across different communication channels of the company.
In some positions, specialization, and knowledge of a narrow but advanced area of marketing activities will count. In other cases, a holistic understanding of marketing operations and experience in managing a team of specialists will be necessary.

At Verseo, differences in earnings often result from both work experience and the number of additional projects undertaken or the size of the extra monthly bonus associated with acquiring and serving existing clients. In many positions, the specialist chooses the direction of their development and whether they have the time, energy, and opportunity to take on additional work in a given month, thereby earning beyond the salary range specified in the offer. (Yes! Our offers always include indicative salary ranges. Want to verify? Check out our job listings!)

Increasing salaries in Internet marketing

How much does an internet marketing specialist earn? Salaries for positions related to this industry are increasing by about 1,000 to 3,000 PLN as experience grows and more complex and demanding responsibilities are taken on. According to reports, a younger specialist or junior can expect to earn an average of around 4,000 PLN net. At Verseo, those beginning their careers can expect their first payments to be 4,000 to 6,000 PLN net. Development of both skills and earnings is ingrained in our DNA, so after just one year, salaries increase on average by 2,000 PLN. Furthermore, Verseo specialists who deal with client contact daily are compensated based on their experience and increasing sales skills, and their bonuses increase as their clients’ marketing budgets grow.

Working with advanced tools, a creative approach to project implementation, ease of handling technology, and holistic knowledge about the functioning of marketing channels and their practical use – these are the skills of marketing experts whose years of work and learning result in even higher salaries. These experts have several years of experience and constantly develop in a specific direction. They focus on specific areas and thus become so-called “experts” in the marketing industry. Such specialists, not without reason, can count on at least a five-digit salary. 😉

What does it look like at Verseo?

The bar is set very high at Verseo. As a result, internet marketing specialists must feel like fish in water on the internet: they must know not only primary but also advanced solutions, test what works and what needs improvement, try out tools, and constantly update their knowledge of the latest channels, advertising possibilities, and ways to optimize activities to achieve the best results for their clients. So, it’s no wonder that they can be called the chosen ones who are not afraid of technology and the digital world! 🚀 And such chosen ones must be generously rewarded!

Thin content – what is it, and how does it affect your website?

01 May 2023 (update 04 May 2023) | By Maciek Popiołek | 0 Comments

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Czytasz teraz:

Thin content – what is it, and how does it affect your website?

Low-value websites – what is thin content?
Pages with automatically generated content
Insufficient unique content on the website and subpages that do not differ much from each other
Too high saturation of the content with keywords
Hidden content on the page
Low-quality content for users
How does thin content affect your website?

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A long time has passed since the Panda algorithm’s introduction, but its operation’s effects can still be noticed. It is one of the most important Google updates, after which you can finally say: Content is king. The website’s content is currently one of the most important ranking factors – so sites with duplicate content and many low-value subpages have come under fire. In that way, Panda passed judgment on those containing duplicate and thin content. Content is important for customers looking for the necessary information about a product or service and for Google robots, which analyze the website’s content very carefully. In this analysis, they consider factors important from the point of view of Internet users – the content is to be adapted to their needs. Therefore, websites with high-quality content fare much better in the algorithm ranking. So how do you know that the website’s content is of little value to users and search engine crawlers?

Low-value websites – what is thin content?

Recently, a lot has been said about duplicate content and the dangers of such a practice. However, an equally harmful phenomenon is gathering less attention – and unjustly so. Thin content is a broad concept generally described as low-quality content. Therefore, the “blacklist” of this algorithm includes:

pages with automatically generated content,
pages with too little unique content and subpages that do not differ much from each other,
too high saturation of the content with keywords,
hidden content on the page,
low-value texts for users.

Pages with automatically generated content

We are talking mainly about texts created with the use of various types of generators and synonymized articles, often saturated with keywords. Even though you don’t usually put these types of texts on your subpages, remember that the quality of incoming links and the value of the content they are surrounded with affects your website’s ranking in Google.

Insufficient unique content on the website and subpages that do not differ much from each other

A crucial stage in building and optimizing any website is enriching it with valuable and unique content. Therefore, a common mistake is a complete lack of or too short text on the page. It is especially true for online stores that do not have product and category descriptions. In such a situation, the subpages differ only in the name of the product and its technical data.

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Another common mistake is duplicating descriptions when each product variant is presented on a separate subpage. Regardless of how many subpages your website has, you should make sure that the content placed on it is varied. If you do not want to create separate descriptions for individual product variants, a much better solution will be to place them on one subpage – and allow for choosing a variation from that particular place within the website.

Too high saturation of the content with keywords

Another practice disciplined by Google is excessive saturation of content with keywords or using only direct phrases. Such texts are assessed by Google robots as artificial and of little value for your website. Remember that SEO optimization means, as the name suggests, optimal, not the maximum, use of elements that affect the position of your website. The text should look natural, useful, and easily digestible. Content that revolves solely around using key phrases unrelated to its subject can also be classified as thin content – robots evaluate it negatively due to low relevancy.

Hidden content on the page

Hidden content is one example of black hat SEO activities aimed at deliberately outsmarting search engine algorithms. This is most often done by changing the appearance of the text using CSS styles or displaying the changed content only to the indexing robot. This does not mean, however, that these activities cannot be detected – it is controlled by the so-called Raters – Google employees who manually verify websites.

Low-quality content for users

Everything that makes the reader want to stay longer on the site is appreciated. Texts that do not convey specific information and are muddy instead are useless to visitors to your site. On the other hand, the content should be user-friendly. It is, therefore, not good practice to include only complex technical specifications in product descriptions. The text should be supplemented with additional information, fully understandable and useful for the recipients. Interestingly, Google’s algorithms also take content formatting into account. Visually unattractive text, i.e., without paragraphs or designated headings, does not encourage reading. It is worth considering this while enriching the content with photos or multimedia.

How does thin content affect your website?

The biggest threat is, of course, the drop in the position of your website in the Google search engine. The low value of the content and the lack of uniqueness make it unattractive for both users and crawlers. This, in turn, contributes to a decrease in its position in search results and an increase in the bounce rate. When your website develops and is systematically expanded with new categories and enriched with new products, its content can quickly get out of control.

That is why it is so important to monitor your website constantly. If it is struggling with the problem of thin content, information about it should be found in Google Search Console: Search traffic -> Manual actions. In such a case, improving the quality of texts on the website will be necessary – only after this action can you request reconsideration. Of course, prevention is better than cure, so it makes sense to invest in high-quality texts already at the stage of building and optimizing the website.

Newspaper Advertising – Characteristics

Newspaper Advertising – What to Consider?

Advantages of Newspaper Advertising

Disadvantages of Newspaper Advertising

What does the price of newspaper advertising depend on?

Sponsored Article – Another Way of Advertising in Print

How much does newspaper advertising cost?

Is newspaper advertising worth it?

What is the power of other people’s opinions?

What is online referral marketing?

Referral marketing vs. word-of-mouth marketing – what’s the difference?

Analyzing Referral Analytics

How to leverage referral marketing in a company’s strategy?

“Organic” opinions:

“Generated” opinions:

What is radio advertising and its main advantages and disadvantages?

What is radio advertising, and how does it work?

The pros and cons, or the main advantages and disadvantages of radio advertising

Below are the main advantages and disadvantages of radio advertising:

Advantages of radio advertising include:

In addition to its advantages, radio advertising also has certain specific disadvantages, among which we can undoubtedly mention:

Keywords in practice

Keywords are like breadcrumbs in a fairy tale

Keywords – types and variations

How to find keywords suitable for a website?

How to find keywords? Choose your tools!

How to find… even more keywords?

More and more and more… we don’t need it anymore

Advantages and disadvantages of online advertising

Advantages of online advertising

Disadvantages of online advertising

Product Description in an Online Store – What Role Does It Serve?

Creating Product Descriptions – Learn Who Your Customers Are

Create Your Ideal Customer

People Buy Emotions, Not Products

Product Descriptions for Online Stores Crafted with a Benefits Language

How to Create Perfect Product Descriptions in an Online Store?

Show what can’t be touched

Product Description: How to Increase Conversion?

Language Your Customers Will Love

From General to Specific

Focus on a Strong Impact

Befriend the blogger

SEO product descriptions

Duplicate content

Examples of product descriptions in an online store

To delegate or write yourself?

Pop-up Windows – What Are They?

Too much of a good thing is unhealthy

Pop-up goes by many names

Do pop-ups have to be annoying?

What to do to make pop-ups work?

How to measure the effectiveness of a pop-up window?

Statistics on earnings in internet marketing

Internet marketing specialist – salaries. What do they depend on?

What can cause differences in earnings?

Increasing salaries in Internet marketing

What does it look like at Verseo?

Low-value websites – what is thin content?

Pages with automatically generated content

Insufficient unique content on the website and subpages that do not differ much from each other

Too high saturation of the content with keywords

Hidden content on the page

Low-quality content for users

How does thin content affect your website?