SEO Articles

What’s changed in Google Ads Locations reporting and why you need a custom report

What’s changed in Google Ads Locations reporting and why you need a custom report

Google has been rolling out “simplified” location reports in the Google Ads UI over the past month or so. Any time a platform uses “simplified” or “streamlined” to describe a change, we have to wonder if it’s a red herring. Does it provide an easier way to get at the same access, data and functionality? Or is it “simplified” — wink-wink — with features and data stripped out?

Before we get into these changes, first a reminder about why location settings and reporting are important.

Google’s default Location options (hidden below a dropdown under campaign Settings) is set to target “People in, or who show interest in, your targeted locations.” This is the most expansive option and often leads to spending in locations that don’t convert, particularly when you’re targeting at the country level. For example, if you’re targeting the entire U.S., your ads can potentially be eligible to show to someone in another country who has expressed some interest at some point in the U.S. — even if they don’t use a location qualifier in the search that triggers your ad. If you’re using this setting, then location reporting is very important.

The default settings for “Location options” in Search campaign settings.

Last year, Google expanded the “People in your targeted locations” targeting option to “People in or regularly in your targeted locations” to capture people who commute to or visit the locations you’re targeting. Users don’t need to be physically located in the area to see your ads. That can be a good or bad thing, but again, it’s more reason to audit performance by user location; which now brings us to what’s new.

What’s changed in Locations reporting

Google has consolidated Locations reporting into one report. The old Geographic and User location reports are rolled up into it — sort of.

A dropdown on the Locations report shown below allows you to filter performance data by the locations you’re targeting or the matched locations (for a campaign or the full account). Per Google’s updated help page:

Targeted locations show performance of the locations you’re targeting.Matched locations show the locations matched based on either the user’s physical location or location of interest.

For example, if someone in New York searches for “restaurants in Paris,” Paris would show as the matched location, if that’s what’s being targeted in the campaign. But how does the advertiser see the user location of “New York” now? That’s no longer available in this reporting. You’ll have to create a custom report in Report Editor. (More on that below.)

Matched locations detail. It can be a bit easy to miss, but if you click on the box at the top of the locations list or on an individual location, you’ll have the option to narrow the matched location view and drill into detailed locations such as Nielsen DMA regions, postal codes, neighborhoods, and more.

Again, this is matched data, which means it can show both the location of users in your targeted locations and their location of interest. It still won’t let you see the user location of those who showed interest in the location you’re targeting. (That’s in the next section.)

Click on a location to drill down to more detail.

Location Type. Location Type is no longer a Segment option in the main Google Ads UI. This allows you to see performance data broken out by “location of interest” and “physical location”. However, Location Type is still an option in Report Editor. Using this in a report shows you the aggregated performance data for each option. But note that you can’t get a report that shows user location filtered by “location of interest.”

Distance reports. If you’re using location extensions, you’ll find the distance report available as a pre-defined “Distance” report in Reports. This shows the distance between the location that triggered the ad and the closest business location.

How to get user location reporting in Google Ads

If you’ve kept reading to find out how to see user location data — and not just matched location data — you’ve arrived. We can still get user location data in Google Ads, but we have to work for it by setting up a custom report in Report Editor.

There are five levels of “user location” data in Report Editor: Country/Territory, Region (state, province, etc.), Metro area, City, Most specific location target (zip code, city area, etc.).

When you add “user location” options to your report, it might look something like the example below. Add filters to weed out zero-click or impression locations to see where you’re spending money. Depending on your location option settings, you may see a wide range of user locations.

A custom report in Google Ads Report Editor showing “user location” performance data.

You can filter for ad groups with one or more conversions to see user locations that are converting and/or filter ad groups with zero conversions to see what user locations are not converting. (Note: I have better luck making filters work by clicking on the column I want to filter rather than using the Filter function at the top of the report.)

The takeaway

The ability to drill into matched locations with the “Narrow by” functionality and add bid adjustments and exclusions from the Edit option in the Locations report is certainly handy. But “matched locations” skirts the nuance and value of knowing the (anonymized and aggregated) user location.

If you’re scratching your head wondering how having to create a report from scratch is a “simplification,” you’re not alone. I recommend every advertiser create a User Location report in Report Editor and regularly audit it to ensure you aren’t wasting money in unexpected places. Add undesired locations to the Excluded list, and be sure to take another look at your Locations options settings.

The post What’s changed in Google Ads Locations reporting and why you need a custom report appeared first on Search Engine Land.

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How to Become an eCommerce Specialist (Complete Guide)

How to Become an eCommerce Specialist (Complete Guide)

When I received my eCommerce master’s degree (that was a long time ago), eCommerce was much different than today. eCommerce is now a trillion-dollar industry and while everything else has changed since then, one thing that remained constant is the need for good eCommerce specialists.

As small and large companies continue to transition online, eCommerce Specialists are becoming increasingly important.

In this guide, you’ll learn what an eCommerce expert is, what does it do, what skills are needed to start a career in eCommerce, and how much money eCommerce specialists make per year.

What does an eCommerce Specialist do?

An eCommerce specialist is responsible for the design and execution of an eCommerce marketing strategy to promote the products and services of online businesses using all available marketing channels.

Imagine this:

You’re a business owner who decides to sell your products online. You want to make this change, but don’t know how to do it.

An eCommerce expert helps business owners optimize their eCommerce marketing strategy to increase product sales.

An eCommerce Specialist takes charge of the following:

Website marketing
Website management
eCommerce marketing campaigns
Increasing rankings and traffic through eCommerce SEO
Optimizing landing pages to increase sales
Optimizing product pages for greater visibility in search engines
Running paid campaigns on Google, Facebook, and other channels
Dealing with email marketing funnels
Running up-selling and cross-selling campaigns

In general, an eCommerce specialist is responsible for the smooth running of the eCommerce department of a business.

In large companies, the eCommerce manager is directly under the supervision of the digital marketing manager.

What skills do you need to become an eCommerce Specialist?

Besides the specialized skills that we’ll see below, an eCommerce Specialist needs to have analytical, communication, and critical thinking skills.

Analytical skills – A successful online business strategy analyzes web data and online traffic to increase sales and ROI. This includes analyzing website metrics, customer relationships, and competitor’s information.

Communication – A successful online business builds lifetime customer relationships. An eCommerce expert understands what marketing strategies will communicate best with an audience.

Critical thinking – Ecommerce specialists don’t make decisions off on general ideas. Instead, they use data and research to identify the most effective online strategies.

10 Steps to Become an eCommerce Specialist

These are the 10 steps to follow to become an expert in eCommerce.

Understand how eCommerce works
Learn the basics of SEO
Become an expert on eCommerce SEO
Get to know popular eCommerce Platforms
Build PPC Campaign Management Skills
Learn how to run content marketing campaigns for online shops
Build Email Marketing Skills
Master Conversion Optimization Techniques
Get an entry-level eCommerce job
Start your own eCommerce business

Step 1: Understand How eCommerce Works

The first step to anything new is to learn as much as you can about it. In the case of eCommerce, the best approach is to follow a good eCommerce course.

An eCommerce course teaches you the basic building blocks for your eCommerce career. Plus, most courses offer a certification—future clients will find you more credible and it can be a great addition to your CV.

The key here is not to follow a course to learn just the theory but use the acquired knowledge to build your skills. To get the most out of an eCommerce specialist training you have to apply each key learning in practice.

Practice what you learn with your own website or project and don’t be afraid to make mistakes. It’ll be a process of trial and error, but eventually, you’ll get the hang of it.

When choosing an eCommerce course, make sure that:

It covers all areas of eCommerce (eCommerce SEO, tools, etc)
It is taught by experienced eCommerce marketers – only marketers with experience in the industry and teach you strategies that actually work in real-life scenarios
Comes with an eCommerce certification – since you’re willing to take the time to go through a course, it’s good to have a way to prove it.
It’s updated to take into account the latest techniques and best practices

You can find a good course to follow in these two guides:

Best digital marketing courses – many of the top digital marketing course bundles include eCommerce as a separate course.
Best eCommerce courses – a list of courses dedicated to eCommerce.

Step 2: Learn the Basics of SEO

SEO is crucial for eCommerce businesses. If an online store doesn’t implement SEO strategies, they’ll miss out on a big chunk of their audience.

According to statistics users start their buyer’s journey through a search engine and if your website doesn’t have a presence on the top position of the results, it’s at a great disadvantage.

A quick look at the graph below shows that organic traffic is the most important traffic source for eCommerce websites (excluding direct traffic which is related to how strong a brand is).

SEO is an important source of traffic for eCommerce websites.

Before you dive into SEO for eCommerce websites, you should have a full understanding of the following:

On-page SEO – Content and page optimization
Off-page SEO – Website promotion
Technical SEO – Optimizing a website for the crawling and indexing phase

You should know how each of the SEO types works and how to apply it to a business.

Once you get a good idea of how SEO works, you can then pay special attention to SEO for eCommerce websites, otherwise known as eCommerce SEO.

Additional resources to help you learn the basics of SEO

What is SEO and why it’s important
How to learn SEO from scratch

Step 3: Become an Expert on eCommerce SEO

This is a critical step in the process. If you want to become an eCommerce consultant, you’ll need to master eCommerce SEO.

eCommerce SEO Basics (source:

eCommerce SEO has to do with specific SEO techniques applicable to online shops. Things like product page optimization, site structure optimization play an important role in ranking your products page on Google.

So, before you continue any further, spend some time, and get a good understanding of all SEO practices specific to eCommerce websites.

Our eCommerce SEO course has all the details. If you don’t want to follow a course, this guide is a great starting point.
Step 4: Get to Know Popular eCommerce Platforms
eCommerce Platforms Market Share

When you search for eCommerce Specialist careers, you may notice how some companies require knowledge about an eCommerce platform.

An eCommerce platform is the core of an online business. It handles all business operations and drives sales with automated technology.

Different eCommerce platforms work well for certain online businesses. You should become familiar with the following 4 platforms:

WooCommerce – This platform is designed for WordPress users. WooCommerce is a great online store builder and you can install it as a free WP plugin.

Shopify – Built specifically for eCommerce, Shopify helps users build their online store from the ground up.

Keep in mind that both Shopify and WooCommerce’s US market share combined make up 44%. As a majority of your clients use one of these platforms, I highly suggest learning how to use both.

BigCommerce – Similar to Shopify, this platform is specifically designed for eCommerce businesses.

BigCommerce isn’t used nearly as big as Shopify, but it’s still worth learning about.

Amazon – Not only is Amazon the world’s largest retail platform, but millions of retailers actively sell products through Amazon.

While Amazon sellers don’t have to handle the order and shipping process alone, they still need to optimize product listings, inventory, and reviews.

Ecommerce specialists have a good understanding of each platform. They know how they work and what strategies each platform needs.

Step 5: Build PPC Campaign Management Skills
Facebook Dynamic Ads

Also known as pay-per-click ads, PPC is essential for an eCommerce business. Through PPC campaigns you can drive traffic and make sales in a short amount of time.

You’ve probably heard of Google search Ads or Bing Ads, but how do they work?

To put it simply, PPC campaign managers bid for ad placement at the top of a search engine. You pay a certain amount of money each time a user clicks on your ad.

Besides search ads, there are other ways to reach your target audience. You can take advantage of Google shopping ads, Facebook dynamic product ads, and retargeting ads.

As a modern eCommerce specialist, it is important to know how these campaign types work on each platform.

As Google Ads, Google Shopping, and Facebook Ads are the most popular forms of PPC, I suggest learning those first.

Resources to learn more about paid advertising

A beginner’s guide to Google Merchant Center – how to get started with Google shopping feed (organic and ads).
How to advertise on Google for Free – Other ways (besides creating a Google Merchant Account) to advertise your products on Google.
A beginner’s guide to Facebook dynamic Ads – how to get started with advertising your products on Facebook.

Step 6: Learn How to Use Content Marketing for Online Shops

I’m sure you’ve heard of content marketing for bloggers, but what about eCommerce shops?

Content marketing is a great addition for eCommerce—it deepens brand awareness and builds long-lasting customers by providing valuable content for each stage of the buyer’s journey:

Content Marketing and the Buyer Journey

Awareness – A user becomes aware of your site and products, “Who is this brand, and what do they sell?”

Consideration – A user considers your products and other competitors, “Why should I buy from this brand?”

Purchase – A user buys your products, “Am I satisfied with this brand’s product? Will I buy from them again?”

Retention – A user turns into a returning customer, “When will I buy a product from this brand again? Who should I recommend this brand to?”

Content marketing guides customers through this journey and answers the questions above with informative and user-friendly content.

Plus, PPC and content marketing work great together in eCommerce. PPC improves short-term sales while content marketing improves for long-term sales.

Resources to learn more about content marketing and eCommerce

How to create an eCommerce blog

Step 7: Build Email Marketing Skills

As I mentioned in the introduction, a good eCommerce specialist should know how to use email marketing funnels to increase product sales.

Email is the most commonly used communication medium and a great sales tool for digital marketing professionals. You can use email to engage and inform customers about your business. In the long-run, this builds a loyal customer base who won’t buy from your competitors.

You can also use email marketing to follow up with anyone who interacts with your PPC ads. It’s a great bridge between PPC and content.

Resources to build your email marketing skills

What is email marketing – an introduction to email marketing for beginners.
What is email automation – how to get started with email automation.

Step 8: Master Conversion Optimization Techniques
Conversion Optimization is a critical skill for all eCommerce specialists.

Imagine selling a group of 50 people one product each. Now, imagine selling a group of 20 people 3 products each.

In the second scenario, you sold more products with only 20 people. Conversion optimization increases your business’ product sales with less money and users.

When you do it right, conversion optimization can save you a ton of money and time spent on marketing. Plus, you’ll increase your ROI.

Why spend more money on advertising and products when you can optimize what you already have?

Resources to build your conversion optimization skills

Landing page optimization – how to optimize a product landing page for conversions.
A/B testing – how to get started with A/B testing and improve your conversion rates.

Step 9: Get an Entry-level eCommerce Job
Digital Marketing Jobs

Now that you’ve learned all the necessary skills to become an eCommerce expert, it’s time to put it to the test.

Entry-level eCommerce jobs give you the opportunity to work with a variety of clients. You’ll gain the right experience to build your eCommerce career and eventually build your own business.

You can work with a few different types of eCommerce businesses:

In-house – As an in-house eCommerce Specialist, you’ll optimize the company’s eCommerce strategy only. In-house is great if you want to dig deep into one industry.

Agency – Agencies work with different clients, sometimes in a variety of industries. This is a good choice if you want to learn how to apply eCommerce to different clients.

If you’re not sure what type of business to work for, consider the following questions:

Do you want to work with small businesses or enterprise companies?
Do you want to work with a specific industry?
How do you want to run your future eCommerce business?

These questions will help you think more about what job will work best for you.

On that note, It’s ok if you don’t know the answer to all or any of these questions. The point of finding an entry-level digital marketing job is to learn more about your likes and dislikes within eCommerce.

If you’re serious about becoming an eCommerce expert, I recommend applying the skills you learn from your job to your own project.

This gives you room to try out different strategies and techniques. Plus, you’ll accelerate your eCommerce skills for your future business.

Step 10: Start Your own eCommerce Business

Applying your skills to an entry-level job will give you the confidence to start your own eCommerce business.

Does the thought of building your own eCommerce business intimidate you?

Starting a business can be a big leap, but think about all the pros:

You choose your clients
You choose your hours
You choose your workflow

Everything is up to you. It might be overwhelming at first, but you’ll earn more freedom in the long run. As long as you have the experience and confidence to prove yourself, you’ll be on your way.

Plus, you can use the eCommerce skills you’ve strengthened to optimize and build your business. If you have more questions, our guide (how to start a digital marketing business) takes you through each step to build a successful online business.

eCommerce Specialist Salary

How much do eCommerce specialists make?

The average eCommerce specialist’s salary is $58K per year. This average may change depending on your location and experience.

eCommerce Specialist Salary

It is comparable to the average salary in digital marketing which is $55K per year but less than the highest paying positions in digital marketing. For comparison purposes:

Digital Marketing Specialist (5 to 9 years of experience) – $55K per year
Digital Marketing Manager (10+ years of experience) – $90K per year
SEO Specialist – $64K per year
Content Marketing Specialist – $84K per year
Social Media Manager – $65K per year
PPC Specialist – $60K per year
Affiliate Marketing Manager – $71K per year

A good way to increase your salary is to start an eCommerce career and then as you get more experienced to move on to become a digital marketing specialist or a digital marketing consultant and make more money per year.

Key Learnings

Becoming an eCommerce Specialist isn’t easy but it’s not impossible either. Each step is a long learning process and requires trial and error.

If you start feeling discouraged, think about the end of the tunnel. Imagine how accomplished you’ll feel once you’ve established your own eCommerce career. The work you put in will be worth it.

As you start your journey to becoming an eCommerce Specialist, remember to:

Practice – Start a website or business and apply everything you learn to it

Get experience – Once you’ve learned the required skills, apply for an entry-level eCommerce job, or find clients on your own.

Take new opportunities – Don’t be afraid to try new things along the way. Always be on the lookout for new opportunities, and put yourself out there.

As long as you follow each step and apply each strategy, you’ll become an eCommerce Specialist in no time.

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Reputation Management Consulting

Reputation Management Consulting

How would you feel if your conversion rate grew by 120 percent? 

Research from Uberall shows that companies that move their aggregate review rating from 3.5 to 3.7 stars experience a 120 percent growth in conversions. If your review rating increases by 0.1, you can experience a conversion rate boost of 25 percent! 

If you’re familiar with reputation management, you understand the impact it can have on your business. If you’re like most business owners, you’re unsure how to build, protect, and use your reputation effectively. 

Reputation management solves that problem. 

Reputation management consulting gives you an actionable plan showing you how to build, protect, and amplify your reputation. 

7 Ways a Reputation Management Consultant Can Help Grow Your Business

When most people think of reputation management, consulting isn’t the first thing that comes to mind. Most businesses automatically assume that they have the skills and training they need to manage their company’s reputation on their own. 

Many people think it’s just about getting reviews. 

Ask your customers to write reviews for you on Yelp or Google Reviews, and your reputation grows automatically. It’s fast, simple, and easy, and to a certain extent, it works. 

But it’s also not enough. 

This is why you need reputation management consulting. With the right support, you’ll: 

Understand the different types of reputation: Consultants will help you identify whether your reputation is positive, mediocre, negative, or positive and negative. They’ll show you what the impact of each will be and how each will impact your business. Understand where your reputation is strong or weak: Your reputation management campaigns should start with benchmarks. You’ll need to know where you’re doing well and the areas that need improvement. Your consultant should be able to prioritize the areas in your business that require your attention first. Do you need to improve product quality? Or should you focus on improving customer service first? Which review platforms will have the biggest impact on revenue? They should be able to answer these questions and provide you with a plan you can follow. Know how to build your reputation: You build your reputation in several ways — product and service quality, customer service, awards and accolades, financial performance, results achieved for customers, etc. They’ll point out obvious but missed details; if your reviews are positive but your customer service is poor, it’ll eventually catch up with you. Identify the tools, resources, and people you’ll need to build your reputation. Will you need third-party review management tools? Will each of these tools need login credentials? They should provide you with a list of the items you’ll need to run a reputation management campaign successfully. How to use and amplify your reputation to grow your business: Most companies that understand the value of reputation management focus their attention on getting reviews. They’re not sure what to do with the reviews once they have them. Your consultant will show you how to use your reviews to attract more customers and lower advertising costs. They should also provide you with a plan that uses your reputation to increase your conversion rates and revenue. Have what you need to protect your reputation: Your company can make all of the right moves and still end up with a poor reputation. Bad review blackmail, competitor fraud, bad customer behaviors, social or political missteps, and general crises are all issues that need to be addressed and prepared for. Know how to repair your reputation: Your consultant will provide you with a crisis management plan that deals with any major or minor problems, and provides you with a recovery plan to bring your company back from any reputational disasters. Your consultant will provide you with a realistic timeframe. 

These are areas that you’ll need a consultant to help you with. 

How to Get Started With a Reputation Management Consultant

The consultant you choose can help you get started with the items you need ahead of time. But it’s better if you come into the relationship prepared and ready to work. Here’s a list of the items you’ll want to prepare ahead of time. 

Set goals, objectives, and KPIs for your campaigns: These will most likely change once you bring your consultant on, but you’ll want to have an idea of the goals you’re looking for ahead of time. Focus your attention on both internal and external goals. For example, an internal goal would be improved customer service ratings from customers who contact you via phone, live chat, or email. An external goal would be more four and five-star reviews on Yelp or Google reviews. Choose a point-of-contact and team that’s responsible for review management. Typically marketing, customer service, or sales receive the responsibility for review management. You’ll want to choose a single department and team, give them the decision-making authority and autonomy they need to manage your reputation. Create a governance policy: You’ll want to determine the specific people who will work with your consultant to implement the changes they recommend. You’ll also need to set legal guidelines that specify what your team should respond to, when they should respond, and how to do it. It can be as simple as deciding that you’ll respond to all reviews. This is also likely to change a bit once you have your consultant on board. Create and claim all of your review profiles: Make a list of the review sites in your industry; create an account for the mainstream, niche, industry-specific, and specialty sites. If you need to create an account specifically for your consultant, get that ready ahead of time. Share credentials and access: Your consultant may ask for access to third-party tools (i.e., Google Analytics). If you’re using third-party review management tools, they may request access for those as well. Depending on the consultant you choose, they may also need access to content management or web development tools. Set reporting requirements: You’ll want to set guidelines on your campaign reporting. How often do you want your consultant to provide you with campaign updates and reporting? Who should receive these reports? Owners and management, in addition to the team that’s responsible for reputation management? 

Your reputation management consultant will tell you what they need to get started, but it’s always best if you’re prepared ahead of time.

Measuring the ROI of Reputation Management Consulting Services

Measuring ROI is one of the biggest hurdles in consulting. Research from points to ROI as a problem. They found that 27 percent of the companies surveyed refused to hire consultants because it’s too hard to measure ROI. 

This doesn’t have to become a problem that keeps you from hiring a reputation management consultant. In fact, you already have the information you need to measure the ROI of reputation management. If you’ve done the upfront work of setting goals and KPIs for your campaigns, you already have what you need to measure your ROI. 

Work with your consultant to calibrate your goals upfront. 

You’ll want to get your consultant’s help with the goals, objectives, and KPIs you’ve set with your team. Your consultant should be able to tell you, at the beginning of your campaigns, whether your goals, objectives, and KPIs are realistic and in line with reality. 

If your goals aren’t realistic, your consultant should be able to explain why. 

If they are realistic, and both of you come to an agreement with the goals that you’ve set, measuring your ROI is easy. Just refer to the goals you set at the beginning of the relationship, then verify that your consultant has helped you to reach those goals. 

It’s a simple and easy way to make sure you’re getting the ROI you need to be profitable. 

4 Point Checklist For Finding the Right Reputation Management Consultant

Choosing the right reputation management consultant doesn’t have to be complicated or difficult. You can approach the vetting process the same way you would for any other consultant or professional. You outline your values, expectations, and requirements ahead of time; then you find the providers that meet your criteria. 

Here’s a shortlist of the criteria you can use. 

1. A Stellar Reputation

Your reputation management consultant should have a stellar reputation in the industry. There shouldn’t be any questions about their legitimacy or doubts about their integrity. If a consultant has lots of negative reviews, poor feedback, or concerns about their standards, they’re not a good fit for your business. 

Look for customer feedback on public sites, forums, or social media. There should be a 5 to 1 ratio of positive to negative feedback about their business. Ideally, you’re looking for a large mix of reviews, positive feedback, and buzz around their business online.  

2. A Proven Track Record

Your consultant should be able to provide you with case studies, testimonials, or references. You’ll want to hear from clients directly. You’re looking for evidence that shows you: 

How they workThe problems they solvedThe results achievedThe way they served their clients

These details provide you with lots of materials you can work with. Some reputation management companies may write case studies where they conceal their client information, ignore those. Ask your consultant to provide you with one or two examples from clients who’ve decided to share their story. This makes it easier to do some basic fact-checking if something doesn’t sound right. 

3. Their Plan For Your Campaign

A great consultant will be able to give you a high-level overview of the strategies and tactics they’ll use to improve your reputation. They should lay their plans out in detail, covering important details like: 

The content they’ll create for youHow they plan to improve your reputation (with specifics)Who they’ll ask to write about your businessHow they’ll get others to talk about your businessHow they respond to reviews and feedbackTheir approach to SEOWhether they’ll share content with you before posting it online

They should be open and completely transparent with you about your campaign. Anything less than that is a serious red flag. If your consultant is doing anything on your behalf, they must be transparent with you about their work. 

4. They Answer Your Questions 

You should be able to ask your consultant important questions about your campaign. They should provide you with clear answers to each of your questions and concerns. Here are some questions you may want to ask your consultants ahead of time. 

Will you see the content they post before it’s posted?Do you have experience helping other clients in my industry? How would you respond to a legitimately angry customer? How do they plan on improving your reputation? How will an improved reputation accomplish your goals?

If the consultants you’re considering refuse to answer your questions or they’re evasive, it’s probably a good idea that you choose a different consultant. 

Feel free to expand on these criteria and add the details you’re looking for on an as-needed basis. 


Reputation management has a huge impact on your business. If you’re looking for a consultant to help you with your campaigns, you probably already know that. 

When most people think of reputation management, consulting isn’t the first thing that comes to mind. Many companies aren’t interested in hiring consultants because they don’t know how to measure ROI.  It’s common for businesses to assume that they have the skills and training they need to manage their company’s reputation on their own. 

Use this guide to find the reputation management consultants you need.  Choose your values, expectations, and requirements first; then create a list of consultants who fit that list. The consultants you find will be able to help you meet your goals. 

The post Reputation Management Consulting appeared first on Neil Patel.

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How to Choose The Right Facebook Ad Agency

How to Choose The Right Facebook Ad Agency

Facebook isn’t going anywhere, anytime soon.

With more than 2.6 billion users worldwide – or nearly 28.5% of the total global population – the platform has seen unprecedented success.

This also translates to several other advantages that you may not be familiar with:

Approximately 1.65 billion users see Facebook ads, out of which 1.21 billion are between the ages of 13 and 34.An average Facebook user clicks on 12 ads per month.Facebook users watch around 100 million hours of video a day.

Plus, nearly 70 million businesses have a Facebook page, which sheds ample light on its importance in today’s world.

In short, Facebook is still a force to be reckoned with – at least where ads are concerned.

With such excellent stats, converting visitors into customers should be easy, right?


You see, there can be various reasons why your Facebook ads don’t convert.

One of the more prominent reasons is the lack of expert guidance – something that hiring the best Facebook ad agency can help overcome.

This brings us to our next question: How do you choose the right Facebook agency for your needs?

Our team at Neil Patel Digital has created this guide to walk you through the whole hiring process that can help you generate more leads and score higher conversions.

Know Your Goals and Desired Outcomes

Remember the saying that knowing your destination is half the journey?

Well, the same logic applies when you‘re looking to hire a Facebook ad company.

Every ad agency has different specialties, along with budget and project sizes. This is precisely why you should know your business goals and the objectives you want to achieve by working with a specific agency.

Once you get the right lens to evaluate different agencies, you’ll be able to determine your perfect match easily.

The following are a few examples where you can break down the whole process by using a deliverable-goal-end result approach. In other words, you understand your deliverables, then determine the goals of these deliverables, followed by the outcomes you hope to achieve.

Example #1: Getting More Leads Despite Tight Budget

You want to hire an agency to develop an efficient Facebook advertising strategy for your company. The catch here is that you only have $500 per month to spare, but you want more leads.

So, in this case:

Deliverable: Using unique, eye-catching ads to get high-quality leads.Goal: An agency that has the expertise and is open to accepting clients who have a tight budget.End Result: Generating more leads without overstepping the $500 threshold.

Example #2: Expanding Reach Through Visually Appealing Videos

You want to create engaging video ads that you can use on Facebook. The problem here is that you don’t know where to start.

So, in this case:

Deliverable: A series of on-brand ad videos that increase brand awareness and click-through rates.Goal: An agency that has the expertise to create engaging videos, which talk about your new offers and encourage the viewer to click on the link.End Result: A finished set of effective video ads.

If you see both examples, you’ll find there are different limitations and requirements.

While the budget is super strict in the first case, it’s more flexible in the second. Similarly, there aren’t any specifications with regard to the ad type in the first example, but the second one explicitly states video advertisements.

Essentially, when you know what you want, finding the right agency for your businesses will become very easy. Plus, it’s much better to avoid the disappointment of hiring someone only to realize that they can’t give you what you want.

Another way to vet Facebook ad agencies is by looking for specific characteristics that are relevant to the business and can understand your goals and desired outcomes.

4 Characteristics That Make a Great Facebook Ad Company

There are all sorts of ad agencies operating on the market today, with everyone claiming to be the best.

That said, you should know the characteristics that make up a good Facebook ad agency to find one that can provide tailor-made solutions as per your requirements.

Team Members With Relevant Experience

Everybody claims to be the best, but only a few have the experience to back its claims. 

You must hire a Facebook ad agency that is well-equipped with the brain and muscle to help you achieve your goals.

For instance, if you want to carry out paid social media campaigns with minimal to no effort from your side, you need a team that has the experience and knowledge to carry out these campaigns.

Additionally, they should also take care of customer targeting, keep in touch with your customers and prospects, as well as recommend creative, and copy best practices.

You can find out more about a company‘s team by going through their ‘About‘ page or LinkedIn ‘People’ page.

While this may not show you every contractor or freelancer that the agency might work with, it‘s still an excellent place to start. You can always ask follow-up questions during your consultation if you want more clarity.

Their Arsenal Should Include Latest Technologies and Best Practices

Ad agencies need to be familiar with the latest software. For Facebook, in particular, Facebook Pixel, Facebook Ad Manager, and so on are useful tools that can assure faster results through in-depth insights.

Having ad software expertise, along with familiarity with third-party data sources and creative testing tools, is also helpful. Ultimately, this will help your brand gain more popularity through better ads – both in terms of creativity and effectiveness.

Skills to Create Engaging Ads that Fulfil Your Objectives

Why do you want to hire a Facebook ad company? Results.

The only way that you can get results is if you enlist an agency that knows the art of producing engaging and objective-specific ads.

The company should have the skills to help you fulfill your goals – whether it’s getting more quality leads, boosting engagement, increasing store visits, or getting more click-throughs.

The idea here is to hire an ad company that can help you meet your goals, and the best way to ensure this is to look for a diverse portfolio.

Plus, the portfolio is the best way for the agency to show off their best work. This will help you get an idea of the type of work they do and the type of clients they choose.

Since it‘s FB advertisements that we’re talking about, give brownie points to agencies that have Facebook on their client list.

Solid Social Proof in the Form of Client Testimonials

Having social proof, such as testimonials and previous client reviews, can be an excellent way to gain insights into an agency’s work ethic.

Considering that 93% of customers go through testimonials and customer reviews before purchasing something, it can also be beneficial from the agency’s point of view. 

In fact, displaying social proof is an effective tactic to convert visitors into buyers. So if you don’t find any testimonials on websites, it means the following:

One, the company may not have previous clientsTwo, they aren’t the experts that they claim to be

Good testimonials are indicative of a similar experience for future customers. Also, getting testimonials shouldn’t be difficult for agencies who have satisfied clients.

How to Work With a Facebook Ad Agency 

When you narrow down your options – or even make a final choice – you should be aware of the working etiquette to follow.

The following are a few steps that can ensure you enjoy a fruitful partnership for the well-being of your business.

Filling Out the Inquiry Form

No Facebook ad agency will send you a contract without understanding your pain points – if they do, run (not walk) as far as you can.

Reputable agencies will want you to fill an inquiry form to understand your objectives and requirements. After filling the form, the team will get in touch with you to hear your vision and then think of ways to achieve it.

You have to communicate properly here, being as explicit as possible. Remember, the agency wants to meet your expectations and goals.

Hearing Out the Best Practices for Effective Results

After understanding your pain points, the external team should use their expertise and experience to create a campaign framework. This, of course, should be done after carrying out in-depth research to figure out the best practices for better results.

The idea behind creating this draft is to make sure your target audience, niche, and business are all on the same page. You should expect multiple meetings focused on making strategic recommendations.

Receiving Project Deliverables

In the world of business, everything needs to be in writing – even the contract. Since every campaign spans over a couple of weeks or months, a well-drafted contract needs to be in place.

So if both you and the agency are comfortable with each other, you can expect to receive a contract, along with project deliverables from the agency, before kicking off the campaign.

Final Onboarding

After signing the contract, you’ll have to introduce the external team to your in-house staff. Agencies will also ask you for access to your website, social media platforms, relevant software, analytics tools, etc.

Once this is done, the Facebook ad company will chalk out timelines and task lists to organize and manage the whole project.

Aligning Your In-House Team With the Agency

Your chosen Facebook ad agency doesn’t have to replace your in-house team.

Instead, you can have both the teams working in sync to maximize results. For this purpose, you can do the following:

Holding frequent meetings.Elaborating the scope of the agency’s as well as the in-house team‘s work, and clearly communicating the importance of both.Appointing additional employees, if required, to work with the external agency.

In the end, the agency will be fully aligned with your company‘s values and culture, making it an extension of your in-house team.

How to Find The Right Facebook Ad Agency For You

With so many available options, choosing the right Facebook ad agency can be a bit difficult. 

Nevertheless, you should always prioritize a good reputation with a specialized approach. In addition to this, we would recommend the following:

Work on determining your business goals and desired outcomes.Look for agencies that satisfy our above-listed characteristics – each one of them is essential.Make sure the agency is in sync with you and your in-house team.

To make it easier for you, we reviewed hundreds of agencies to bring the five best Facebook ad companies. No matter who you choose, you’re assured of excellent service and unmatched expertise.

The 5 Top Facebook Ad Agencies

#1: Neil Patel Digital – The Best Overall Facebook Ad Company

You need access to top-level expertise and experience if you want advertisements that convert – something that Neil Patel Digital specializes in.

Our team of top-level and in-house marketing managers, led by our co-founder, Neil Patel, know the ins and outs of Facebook. 

We can deliver ad campaigns that suit your marketing objectives without overstepping your budget. Plus, we take care of everything: brainstorming attention-grabbing headlines, choosing the right graphics and CTAs, and carrying out A/B testing.

We also have a dream clientele, which includes Facebook, who are more than happy with what we’ve done for them. We’re also fully transparent with what we can deliver and how we work our magic.

#2: Hibu – The Best Facebook Ad Company for an All-in-One Solution

Hibu can be an excellent option if you’re looking for a comprehensive Facebook advertising solution, which includes campaign set-up, management, optimization, and reporting.

It also has a very flexible pricing strategy, offering services that start at $250 per month. The company has a dedicated team that works hard to create highly targeted ads that are capable of converting visitors.

#3: Voy Media – The Best Facebook Ad Company for À La Carte Services

Voy Media comes highly recommended. More so, if à la carte services and maximizing returns are your top priority.

The team uses proprietary AI software that can help you optimize and scale your Facebook campaigns in addition to crafting carefully thought-out strategies. You can join the likes of Lacoste, Big Life Journal, and too – provided you have a minimum $5000/month budget for advertising.

#4: MuteSix – The Best Facebook Ad Company for Innovation Graphic Design 

MuteSix really needs no introduction when it comes to churning out creative ads that can drive conversions. It’s a full-funnel ad agency that has an in-house video studio and graphic design team to widen their clients’ reach.

Over the years, the company has added many renowned companies to its portfolio, and has received quite a few accolades as well! However, MuteSix is better suited for larger companies, preferably ones with budgets over $20,000 in ad spend.

#5: Lyfe Marketing – The Best Facebook Ad Company for Small Companies

This is an excellent option for small companies with limited budgets. Having a talented team of fewer than 50 members, Lyfe Marketing can be a driving force to help you enhance your marketing efforts.

It can provide you with quality, cost-effective advertising solutions, along with excellent communication and complete transparency to establish a healthy and professional working relationship. The agency has driven over 2,137,349 leads from the time of its inception.

Wrapping Up

Advertising can be a very challenging task. If you don’t have the expertise or know-how at your disposal, all your efforts will go to vain and you may also incur losses.

It’s much wiser to get a reputable Facebook ad company that can help you achieve your goals.

“Reputable” being the operative word here since you need an efficient team that can create unique and exciting ads to convert your visitors into customers.

Hence, it’s best to work with an agency with demonstrated expertise when it comes to keeping up with a dynamic platform like Facebook.

The post How to Choose The Right Facebook Ad Agency appeared first on Neil Patel.

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A Guide to Content Distribution Strategies

A Guide to Content Distribution Strategies

It doesn’t matter how valuable or engaging your content is, it’s not worth much if no one reads it (or if the wrong people read it). This brings us to a significant problem that content managers face today. Tons of new content appears online each day.

WordPress alone hosts 70 million new posts every month. As such, how well your content performs largely depends on getting your message in front of the right audience. If you want to drive a content marketing campaign that generates leads, you must have an effective content distribution strategy.

What Does Content Distribution Mean?

Content distribution refers to putting your content out to specific and targeted audiences (individuals and communities) where you increase your likelihood of engagement.

The keyword here is objectives. As opposed to sharing your content on as many platforms as possible (spray and pray), content distribution is about specific goals.

Here your focus is on targeting “high potential” users so that you can maximize your conversion rates and ultimately, content creation ROI. Your content distribution channels will typically fall into one of the following three categories:

Owned Media Distribution – These are content distribution platforms that you own and control. They may include your website, blog, apps, newsletters, and email.Shared Media Distribution – These refer to social networking/media platforms where you post content in response to relevant consumer conversations. The owners of the platforms ultimately control your content marketing activities.Paid Content Distribution – These channels enable your brand to put out its message and control the platforms in which it appears, for a cost of course.

With content distribution, you have to determine if you are reaching the right people, if your message resonates with those people and if the relationships you build impact your business in a meaningful way.

So, how do you distribute content? You start by formulating an effective content distribution strategy.

What Are Distribution Strategies?

A content distribution strategy is a clearly documented framework that guides your content distribution efforts.

A distribution strategy provides structure to your content promotion process. This way, you can ensure that the valuable content you have invested in reaches the eyes you intend it to.

It is now easy to see why you should consider content distribution a pivotal part of your content marketing and not just an afterthought. In fact, your content distribution strategy should guide your content creation process.

A distribution strategy also ensures all parties in your team are on the same page. From brainstorming to creation to editing to content optimization, you have to align all aspects of the content marketing line for your overall strategy to be effective.

Finally, a distribution strategy allows you to determine key performance indicators (KPIs) and set benchmarks. These aspects are useful when it comes to measuring the performance of your hard work.

How Do You Write A Distribution Strategy?

When formulating your content distribution strategy, there are a few key guiding questions you need to ask yourself. These questions will help you establish where and how you’re going to reach your audience.

1. What is the goal behind every piece of content?

Every piece of content you create must have specific goals.

This could be to create brand awareness, increase user engagement or drive quality leads. For instance, if you operate an online store, what do you want your visitors to do?

Do you want them to only browse or purchase or do you also want them to sign up for email notifications of future store events and discounts? These goals will determine your content promotion efforts.

Also, consider some key triggers to insert in your content to push the readers to do what you want them to do.

A simple sentence such as, “Like this video? Remember to give it a thumbs up, subscribe and turn on notification.” It can be a good start if you’re having video content on YouTube and your goal is to grow your subscribers. 

Instead, if your objective is to drive the video viewers to your website, you can add in a sentence like “Make sure to check out more information about this topic on our website.”

2. Who do you want to consume your content?

By understanding who you are trying to reach, you determine your target audience. You must develop a clear profile of your target audience. Without this, you won’t be able to optimize your content strategy for the right audience.

Do you want to reach out to c-suite executives in charge of business decision making (B2B)? Are you trying to reach out to millennials to harness their social sharing power to drive brand awareness? These questions will determine the type of content you create and the specific channels you will distribute it on.

To create a clear buyer persona, you must account for the psychographics and demographics of your target market. Psychographic data involves questions such as:

How do they think?What are their likes, dislikes, and interests?What are their challenges and pain points?What are their goals?

Demographic data involves questions such as:

What is their gender and age?Where do they stay?Are they married or single?What is their industry or niche, and what roles do they hold?What is their income

3. How does your audience consume content?

From your target audience’s profile, you can ascertain how they consume content. This allows you to go where they are and speak their language.

Do they mainly use their smartphones or are more likely to be on a laptop or desktop?

Do they prefer long-form articles or concise videos?

If your target audience prefers to consume content in picture form, for instance, it makes sense to reach out to them on Instagram or Pinterest. You can formulate your distribution strategy accordingly once you determine where, why and how your target audience consumes content.

According to your targeted audience, they also have different time periods where they’re more active. If those you target are office workers, and you’re trying to reach them through email, it will be wise to schedule the emails during the weekdays morning where they just clocked into work and checking on their mailbox.

For text-based content, you should consider: website/blog, e-book/pdf, newsletter/emails, LinkedIn, Reddit, Quora.

For videos, you can always go to: YouTube, Vimeo, Facebook, Instagram or their long-form video alternative IGTV.

For images, any social media sites will be suitable such as: Twitter, Pinterest, Instagram, Facebook and more.

Content Distribution Channels

The final component of your content distribution strategy is determining the distribution channels and how to create or repurpose your content to fit the platforms of choice.

1. Your Website/Blog

Your website or blog serves as the home base for your content traffic.

As such, you have to build a strong engaged audience and then expand to other channels to drive traffic your way and enhance this audience’s experience with your business.

A blog supports just about any type of content.

Aside from the conventional informative articles, you can create tutorials, eBooks, reviews, white papers, infographics, podcasts, and videos. One way you can extend your impact and reach is to periodically reuse your top-performing content.

If a piece of content is already resonating with your audience you can use several recycling techniques to extend its value:

Republish – If the value of a content piece hasn’t diminished much since you published it, you can republish it and add new information. This ensures it makes its way back onto the radar of your audience.Repackage – You can deconstruct long-form content like eBooks, white papers, and blog posts into small, modular formats such as infographics or pictorials. This way the content may appeal to a different audience you are targeting.

At SEOPressor, we always keep our blog posts updated, and that is a good way to leverage existing content to be redistributed to keep it in sight of new visitors.

2. Email

Email is an effective distribution channel since it enables you to control what content you send, its core message and its custom marketing triggers.

The ideal first step is to create a newsletter list. You should already be doing this through Call-To-Actions (CTAs) on your website or blog, asking readers and visitors to subscribe to your blog and newsletter. 

With newsletters, you are reaching people who are already interested in your offerings. Otherwise, they wouldn’t have subscribed. You can instantly deliver your message to nurture your prospects.

Send your subscribers your mid-funnel content such as white papers, eBooks, guides and infographics. You can also keep your audience updated on your latest offerings. Keep this to a minimum and make it useful. Ensure that you personalize your message by segmenting your email lists.

A great example of newsletter is the one from fame marketer, Seth Godin. He sends out a newsletter a day, always at the same time without fail. I would be lying if I said I’m not consciously refreshing my inbox when it’s time just to read his latest email. And that is newsletter done right.

Seth Godin sets a great example in newsletter. 

3. Social Media

The most commonly used social media platforms for content distribution include Facebook, LinkedIn, Twitter, Instagram, and YouTube.

You have already conducted research and determined where your target audience spends their time. Create or repurpose your content for the relevant social platforms and post regularly.

For instance, if you are a B2C company that sells baby clothes to new mothers, you can research the social platforms that they typically use to source information. Are they more engaged on Facebook or they use Pinterest?

If they use Facebook often, creating video content around their interests can help you capture and drive their attention back to your own website. If they are more engaged on Pinterest and Instagram, high-quality pictures will do the trick.

4. Guest Posts

Guest blogging is a very effective inbound marketing strategy.  Research from Social Marketing Writing reveals that 63% of internet users assign credibility to blogs with multiple authors. Many blogs are willing to accept a valuable in-depth guest post.

Guest blogging offers you authority, relevant backlinks, qualified user traffic and motivated leads. Ensure that you invite guest bloggers with a similar core message and objectives. Ideally, a guest blogger should provide a different perspective on the pain point of your target audience.

Example of a guest post we have here in our blog.

Here at SEOPressor we are always actively looking for knowledgeable
bloggers to share relevant information for our readers – which helps us
immensely in switching up the style and attracting more readers. 

5. Paid Content Distribution Channels

Paid distribution channels complement your organic efforts and provide an extra layer of exposure to prospective audiences and your existing followers. You can distribute your content through paid channels on Facebook, Google, Instagram, Twitter, LinkedIn, Taboola or influencers.

Paid distribution can take many forms, but the main model is cost-per-click (CPC), where you pay a certain amount each time a user clicks through to view your content on the advertising platform.


You may have invested valuable resources and time into creating compelling content. However, without a plan to distribute it, your content marketing strategy is incomplete.

With all the available opportunities to increase the reach of your brand’s value, you have no excuse to let your assets wither in online obscurity. Select your content distribution channels based on topic, audience expectations, and intended results.

Here is an infographic to sum up all the available channels you should consider for your content distribution effort!


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Complete Checklist:
32 Simple Ways To Increase More Traffic & Visitors To Your Blog

An awesome checklist to refer to at all times!
Discover all these best practices.
Start driving more traffic to your own blog.
Absolute checklist for all beginners!

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Best Applicant Tracking Software

Best Applicant Tracking Software

Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission.

Here’s a business cliche for you: Employees are the greatest asset for every company.

Precisely why recruitment is so challenging for HRs or recruiters. The process is quite elaborate and comprises several steps ranging from job posting to managing and streamlining applications.

Let’s talk statistics:

A corporate job post receives 250 resumes on an average. And even after that, 45% of employers say that they can’t find candidates with the skills they need.

With the high influx of CVs, it’s crucial for HR specialists to raise their efficiency levels, which brings us to our next stat – recruiters only take six seconds to evaluate the candidate’s resume.

Now, six seconds isn’t necessarily enough for recruiters to make the right decision every time, especially because every business has unique needs when it comes to recruitment.

At the same time, technology is changing how we did things manually, which is why we now have a tool dedicated to automating the process of recruitment and hiring. 

An applicant tracking software, also known as ATS software, can help businesses reach a wider pool of qualified applicants as well as manage data from various sources – all at a single platform. 

This software is used by departments and hiring managers to carry out internal hiring. Even third parties, such as recruitment and staffing agencies, use an ATS.

According to research:

86% of recruiting professionals agree that using ATS software has accelerated their hiring process78% of recruiting professionals found that using ATS software has given them access to higher qualified candidates

So adding top-level talent doesn’t have to be time-consuming and troubling anymore.

In this guide, we’ll review the best applicant tracking software on the market that can help a company employ the most suitable candidate for the job with minimal efforts.

The Top 5 Options For Applicant Tracking Software

BambooHR – Anchor Link to Subhead BelowBullhorn – Anchor Link to Subhead BelowSAP SuccessFactors– Anchor Link to Subhead BelowWorkable – Anchor Link to Subhead BelowJazzHR – Anchor Link to Subhead Below

How to Choose the Best Applicant Tracking Software for Your Needs

Every business has unique recruiting and applicant tracking requirements, depending on specific factors like size, niche, and so on.

It also means that no ATS software offers an a-one-size-fits-all solution.

There are a few pointers that can help you determine the best applicant tracking software for your needs, though. Read on as we discuss them in greater detail below.

ATS Software Type

Every ATS software has been conceived to cater to a specific set of needs.

You see, while some software is designed to handle higher volume recruiting, which is typically carried out by enterprises, some are created to help small businesses specifically. 

Similarly, you’ll also find software focused on satisfying the needs of staffing and recruitment agencies.

We’ll do a more in-depth assessment of the different types of applicant tracking software later on in this article. (Anchor link to H2 below)

Hiring Frequency and Volume

A business that hires around 20 employees every year won’t have the same requirements as an enterprise that is hiring 20 employees every month. You need to figure out a software that meets your hiring frequency and volume.

Generally, ATS software has a maximum limit or restriction on how many active openings you can have at a time. Moreover, most of the brands offer additional features and tools to help businesses efficiently manage large-scale recruiting, which are understandably far more tricky to manage.

So how do you find software that is suitable for your company?

Ask yourself the following questions:

How frequently does your company hire new employees?What is the average number of employees that you hire at once? Is the volume high or low?

These two questions will help you weed out software that doesn’t fit your needs instantly.

Feature List

Most ATS software offers add-on features to enhance the efficiency of your recruiting strategy. This can include candidate sourcing, applicant tracking, employee onboarding, recruiting analytics, and workforce planning.

Your aim should be to pick software that fulfills your recruiting needs in terms of efficiency and scalability. For instance, small businesses can opt for cloud-based ATS software that is more affordable and doesn’t require an on-site tech support team.

Contrarily, large-sized enterprises don’t need to go cloud-based since they have a higher budget and can afford an in-house support team to cater to their higher hiring frequency.


Every business has a budget for various processes. Whether its marketing or recruitment, teams have to operate within the constraints.

Try to find an applicant tracking software that fits within your budget while simultaneously helping you improve the efficiency within your organization.

The good news here is you have several options.

You‘ll find software that costs less than $0.50 per employee – provided you opt for an add-on to HR software – and also plans that have a monthly charge of $249.

What are the Different Types of Applicant Tracking Software?

Here, we’ll compare the different types of ATS.

Small Business vs. Midsize Business vs. Enterprise Business

Small business buyers are anywhere between 1-50 employees. Generally, this category doesn’t have a department dedicated to human resources and recruiting initiatives.

On the other hand, mid-size business buyers and enterprise business buyers have employees anywhere between the 51–500 and greater than 500 range, respectively. While the former is headed towards rapid growth, the latter is more developed. Besides that, mid-size businesses often seek to hire an internal recruiter, whereas enterprise business buyers already have a hiring team and a dedicated IT department.

The hiring frequency and volume for each of these businesses is obviously different.

Staffing agencies, for example, would do well with software plans that offer them sourcing, tracking, and hiring. For corporates, however, hiring may have to be customized further.

It’ll be better for larger companies to opt for plans that allow them to customize their career pages and employee referral portals, followed by pre-screening assessments, e-signature verification and background screening, and lastly, HRMS integration.

In-house Recruiting vs. Recruiting Agency

Some applicant tracking system software is created for in-house recruiting that allows them to enjoy higher personalization and automation. Other software focuses on servicing with recruiting agencies and firms with scalability for high-volume and white labeling for getting clients.

Although you’ll also find ATS software that offers capabilities for both the groups, it’s better to find one that’s right for your company.

All-In-On Option vs. Specialty Tools Availability

Different businesses will require different add-ons depending on their hiring process. While most ATS software does come with additional specialty tools like SEO, payroll, HR, and CRM, some don’t. 

SEO tools are useful for all businesses since these make job advertisements more successful. Not only will companies be able to build up wider reach, but they’ll also attract new candidates to their ‘Careers’ page.

Similarly, CRM capabilities are an essential component for inbound recruiting that allows companies to carry out long-term candidate tracking and build their talent pool.

Core Applicant Tracking vs. Full Recruiting Cycle Support

You’ll find two types of ATS products: one that focuses exclusively on tracking candidate’s application materials, and two, that provide support for other aspects of the recruitment life cycle.

You can also differentiate between the software based on feature lists. Interviews, document signing and management, note-taking, scheduling, and integration are some common differentiation points.

After carrying out extensive research and taking demos, we can confidently recommend the following five applicant tracking software to transform the way your company recruits and hires employees.

Keep reading as we discuss the features, benefits, and pricing of each software below:

#1: BambooHR – The Best Overall Applicant Tracking Software

BambooHR can provide the ultimate solution to your human resources department for handling the company’s recruiting and onboarding needs. While it may not be the cheapest option, you do get features that make the investment more than worth it.

The ATS system of BambooHR provides ideal solutions for small and mid-size businesses. It has a well-organized and visually appealing set of tools for handling application information throughout every stage of the hiring process. 

BambooHR allows you to post job positions on the go too. You’ll have access to top-level talent from the leading job boards and sites, such as LinkedIn, Facebook, Indeed, and Twitter – all at your fingertips. The software has a hiring mobile app that is available for both Android and iOS.

Sending offer letters directly within the platform as well as collaborating with your team for recruiting, sending automated alerts, and so on is also possible.

Additionally, since BambooHR is a complete human resource management software, you‘ll be able to manage your new employees for their full duration with your company.

Prominent Features

User-friendlyStreamlined processes that are easy to learn, along with easy pre-boarding and onboarding facilitiesCustomizable email templatesAutomated emailing systemMessage scheduling to multiple candidatesJob boards and social media integration


BambooHR offers two packages: Essentials and Advantage.

While both the packages are feature-rich, the ATS isn’t available with the Essentials plan. So if you want applicant tracking, you have to get the Advantage plan. Keep in mind that this software may not be the best solution for your company if you only want ATS.

Unfortunately, BambooHR doesn’t feature pricing on its website. In case you want a free quote, you‘ll have to contact them.


Impressive designEasy to set upOpen API that allows simple integrations with HR tech vendorsProvides an all-in-one solution for HR departments


PriceyATS software isn’t available with the entry-level plan

#2: Bullhorn – The Best Applicant Tracking Software for Large Enterprises

Bullhorn is a powerful, easy-to-use applicant tracking system that helps you streamline all recruitments from a single interface that can either be a desktop, mobile device, or any internet browser. In fact, it’s a tailor-made solution for staffing businesses and traders.

The software allows you to keep track of candidates throughout the recruitment process, along with initiating team member collaboration.

You can use Bullhorn to fill jobs and automate the onboarding process. It offers 100+ pre-integrated solutions for customizing the software to accommodate specific needs. Even calculating bills for time tracking and invoicing are also possible.

All in all, you can manage clients as well as candidates with Bullhorn.

That being said, we would recommend this software for staffing and recruiting agencies only. 

Generally speaking, there are better options on the market for internal reporting, making Bullhorn a bit too much for in-house hiring managers and HR departments. Plus, the premium price may be too expensive for smaller businesses who have limited budgets.

Prominent Features

Automatic candidate tracking on the application systemAllows you to add new candidate resumes from job boardsMobile recruiting software for viewing and managing candidate recordsLinkedIn and email integrationDashboard reportingFacilitates addition of notes to recordsReal-time updating of recordsReporting and management options to check the recruiting team’s progress


Bullhorn offers three plans: Team, Corporate, and Enterprise.

The rates for Bullhorn plans aren’t available on the website. You’ll have to request a pricing quote to get more details.


Excellent user interfaceGmail and Outlook integrationIntuitive features like bowling alley layout for easy and efficient data input Unlimited customizations


Very expensiveLacks iOS or Android mobile applications

#3: SAP SuccessFactors – The Best Cloud-Based Applicant Tracking Software

SAP SuccessFactors aims to provide all-inclusive ATS software to give companies wider access to top-level talent with minimal efforts. In fact, in terms of reliability, this software might be one of the best options available to you.

SuccessFactors has a plethora of support and features, such as comprehensive applicant management, onboarding portal, global talent sourcing, and candidate relationship management. You can also avail of performance metrics, employee engagement, and payroll management.

In other words, it’s a holistic, cloud-based HR management system that facilitates all processes of the recruiting cycle.

We particularly like how deeply insightful the software can be for talent acquisition thanks to its analytical reporting and progress tracking features.

Prominent Features

Centrally managed global job distribution and accessEffective and efficient candidates relationship managementE-signature solutionsOnline offer letter and other documentationKey insights into 4000 job boards, social media platforms, and campuses spanning across 80 countriesResponsive career site creation facility


SAP SuccessFactors is available as SaaS through a monthly subscription based on the number of users. It‘s priced at $3 per user per month, but you can also avail of the HCM suite that costs $84.53 per user annually.


Comes with a great feature list for small to medium-sized businessesIntuitive setup wizardProvides descriptive video tutorialsSuperb performance tracking featuresGreat option for fast-growing companies


Steeper price tag than its competitorsDoesn’t include add-ons offered by rivals

#4: Workable – The Best Applicant Tracking Software for Small and Midsize Businesses

Offering the best value for small and medium-sized businesses, Workable is an easy-to-use recruiting software solution. It’s a holistic tool that can be accessed on mobile devices as well as desktop.

You get a wide array of applicant tracking (AT) solutions, along with access to a large pool of premium job boards. Besides this, you can also customize the dashboard to boost the efficiency of your hiring process further.

Workable aims to help businesses of all sizes find, evaluate, and automate recruitment and hiring.

Companies can fill in their pipeline with one-click job postings on nearly 200 sites through AI-powered search. Moreover, team collaboration for applicant evaluation, gathering feedback, and automating manual tasks like scheduling interviews and getting approvals is also possible.

Workable also has various add-ons that can make your account more functional – provided you‘re ready to pay for them.

Basically, your company can stay on top of the entire recruiting process right from posting ads to onboarding employees. It’s also a good option for scalability since you can upgrade to an annual plan to get access to advanced features like one-click candidate sourcing and applicant tracking tools too.

Prominent Features

Data protection with access rights for hiring teamConfidentiality controlOrganized reporting lines, with role assignment, job creation, and job postingProductivity and activity report generationOne-click postings on multiple job boardsInterview scheduling with email-calendar synchronizationOffer letters and single sign-on (SSO)


Workable has two pricing plans: Hire As Needed and Hire At Scale. While the Hire As Needed plan costs $99 per job, per month, the Hire At Scale plan doesn’t have clear pricing.

You can also take advantage of free demos and a 15-day free trial program to test the software before committing.


Easy-to-understand UIRobust integrationOffers great email and interview templatesWell-organized


Not very customizableSearch across tabs needs to be improvedInefficient support functionality

#5: JazzHR – The Best Applicant Tracking Software for Internal Hiring and Staffing Agencies

JazzHR can assure you seamless job requisition, interview scheduling, and other aspects of the hiring process. You can use this software for organizing and tracking all of your job openings, candidates, resumes, customers, and contacts.

This intuitive ATS tool can automate every manual process connected with hiring, allowing recruiters and HR managers to curate recruitment processes and source qualified candidates efficiently and quickly. No wonder it’s trusted by over 5000 organizations across the world!

JazzHR is an excellent option for staffing agencies and internal hiring. It has an unlimited user feature that allows businesses to bill on a per-user basis, which simultaneously eliminates any additional charges.

The software is also highly customizable. You can tailor-make a process to suit your team’s needs and preferences when it comes to recruitment and hiring.

Prominent Features

Efficient candidate sourcing, along with employer branding facilityJob posting and syndicationCollaborative hiringJob-specific recruitment teamsCompliance management and reportingInterview scheduling and other assessmentsJob offers and e-signature solutions


JazzHR has three plans on offer: Hero, Plus, and Pro.

At $39 per month, the Hero plan caps the maximum open jobs at three. While this might be suitable for small teams, it still doesn’t offer an applicant tracking system.

For ATS and other benefits like interviews and assessments, all-access support, and so on, we would recommend the Plus and Pro plans, which cost $219 and $329 per month, respectively,

You can also request a free demo and get a free trial for 21 days.


User-friendly and flexibleJob posting integration and job syndicationAuto-reject functions for unqualified candidatesAllows you to keep track of interview notes


Reporting feature needs to be improvedLacks mobile app support

Wrapping Up

Finding the right talent is crucial – more so because employees serve as the foundation of an organization.

We hope you were able to find an ATS software that suits your companies recruitment and hiring needs from this guide.

Irrespective of your choice, an application applicant tracking software will help you select the best candidates from a talent pool of thousands of people in a surprisingly efficient manner. So, why wait? Get your ATS now.

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