Adbook2022 Verseo English

Ads driven by
AI & Human Touch
See who put their trust in us:
2
What we do:
Google Ads Verseo Campaign

YouTube Ads
(Google AdWords) Manager
Discovery Ads –
Gmail, Google Discover Remarketing Google Ads Auditing
& YouTube
Verseo Google CSS Export Campaigns Google Shopping
Google Marketing
Display & Video 360 Search Ads 360
Platform
Website SEO and

SEO for E-commerce Local SEO
Optimization
Copywriting &
SEO Auditing Allegro Ads
Webwriting
HubSpot Facebook Ads UX Auditing
Programmatic
Internet Analytics Analytics Auditing
Marketing
Training Web Design ...and so much more!
Verseo AdBook 2022 3

Table of contents:
Krzysztof Masłowski
6 Introduction Mateusz Bieganowski
Verseo Management
8 About Verseo
10
Maciej Popiołek
Digital Marketing Head of Content Marketing
12 Google Ads Martyna Mikołajczak

Product Designer
26
Klaudia Zielke
Google Analytics Head of Web Analytics
36
Jakub Perkowski
Programmatic Senior Digital Ads & Optimization
Strategist
42
Joanna Michalska
SEO Executive SEO Specialist

Maciej Popiołek
48 SEO Auditing Head of Content Marketing
Dominika Słomka
52 Content Marketing Content Marketing &
Linkedin Manager
58 Facebook Ads Marta Starczewska

Customer Success Specialist
62 Instagram Bartosz Szukaj

Dominika Słomka
66 LinkedIn Content Marketing &
Linkedin Manager
70 Twitter Monika Praczyk

Content Marketing Manager
74 TikTok Bartosz Szukaj

76 Pinterest Monika Praczyk

80 Google My Business Monika Praczyk

84
Andrzej Bieda
Landing Pages Chief Marketing Officer,
Landingi
Kajetan Maciak
88 UX
Web Analytics & UX Specialist
Anna Tratnerska
Head of Business Development
Eliza Gniadek
92 E-mail Marketing Content Designer,
FreshMail

A recipe for business, when the only constant is change
Our daily life is changing at an astounding pace, especially business strategies online. It’s an in-depth examination of
in the last year. The consequences of the COVID-19 the tools that enable effective (and efficient) advertising
pandemic have led to a rapid growth in Internet sales and online, as well as an overview of all the channels
visible changes in purchasing behaviour. available to reach your potential clients. We won’t skip
SEO (so close to our hearts), nor UX, which is becoming
According to The US Department of Commerce Retail increasingly important.
Indicator Division, in 2021 e-commerce sales noted a 14.2%
increase over 2020 and a 50.5% increase over 20191. It’s We serve ready-to-use recipes using these tools to
not just the United States - in Poland, for example, online increase profits, generate worthwhile leads and build
sales of goods in Poland increased by 35% between 2019 brand awareness.
and 2020. In 2020, online channels accounted for a 14%
Sales don’t happen by accident.
share of retail sales, and the average annual growth rate of
e-commerce in subsequent years will be 14.2%.2 Our experts will show you how to fully harness the
power of existing techniques to positively impact your
Shopping online is both convenient and a significant time
sales results. So help yourselves, and grow stronger
saver, which we will not give up on after the pandemic
professionally at your own pace, capitalizing on the full
subsides. In Poland, 85% of those polled declared that they
potential of your business, products, intelligent solutions
do not intend to decrease the frequency of their online
and expert knowledge.
purchases after the pandemic. This trend is global.
Here at Verseo, this sudden shift in consumer behaviour

caused neither a storm nor general chaos. The virtual
domain is our natural habitat, which we turn into a
friendly space for our clients.
Krzysztof Masłowski & Mateusz Bieganowski
This publication is a comprehensive solution to
entrepreneurs who wish to efficiently implement their
Verseo Management
1
Source: https://www.marketingcharts.com/featured-117719
2
Source: PwC & Digital Experts Club report “Winning strategies.
E-commerce leaders on the development of digital trading”
Verseo AdBook 2022 / Introduction 6

46 M
44 M
42 M
40 M
Turnover
38 M
36 M
for 2021:
34 M
32 M
€10
30 M
28 M
26 M
24 M
22 M
20 M
million*
18 M *
Data from 13.12.2021
16 M
14 M
12 M
10 M
8M
6M
4M
2M
0
2013 2014 2015 2016 2017 2018 2019 2020 2021
We increase
business’ profitability
€13.25
million
average managed
Google Ads
by an average of
24% 97%
budget of our SEO clients
year to year renew their contracts
+ Top 5 markets
€4.42 million
in Google Ads budgets
taken over from our
competition (2018–2019) Poland Germany Czechia France Netherlands
Breakdown of our key services:
Google Ads SEO

45% 45%
%
Over optimization
Facebook Ads,
UX and others
50 algorithms
10%
Verseo AdBook 2022 / Introduction 7

About Verseo
Our story is as rich as Luxembourg and as diverse as the That said, we always bet on mutual respect (no matter
United States. We started out in 2013 in a small dorm how weird things get), courage (in conversation and in
room, which we swapped over the course of 8 years for asking questions — even if they are inconvenient) and
a spacious, colorful and modernly equipped office. The patience (for learning — both your own and that of your
jump from 10 to 1300 square metres is impressive. We’ve clients). It would also be worth mentioning our ambition
got a team of 120 specialists on the job (100 of whom have (at a healthy level, of course), ability to take things with
certificates to confirm their skills and competence). a grain of salt, and a sharp sense of humour to get us
through Monday mornings (and beyond).
We are constantly recruiting, so these numbers may
already be out of date by the time they are published! We We could go on and on, but let’s face it – no one reads
are hiring so quickly, that people come back from their this stuff. Besides, all you need is a quick glance to see
holidays wondering if they’re back at the same company. that we don’t rest on our laurels and when it comes to
development and growth, our ravenous appetite makes us
always want more!
Then Now
2 team members Always Krzysztof & Mateusz

(Krzysztof and Mateusz) + 120 additional specialists
10 m2 of space 1300 m2 of space
2 laptops 130 computers
2 phones 51 mobile phones
0 coffee machines 4 coffee machines and

a cornucopia of coffee beans
Our first SEO contract Turnover for 2021:

came to €17.70 €10 million
The highest level of Google

The respect of our partnership, many certificates
better halves and awards won in important
industry competitions
Individual algorithms being

The VCM platform, consisting
developed in Krzysztof and
of 50 self-learning algorithms
Mateusz’s heads
Verseo AdBook 2022 / About Verseo 8

Miracles happen every day at the Verseo office.
We’ll increase your sales by, We build brand awareness.

on average, 32%. For your brand.
We’re aided in this by machine learning, extensive Thanks to advertising campaigns conducted in many
experience, mysterious powers and eye of newt (ha!), different ad environments, we offer awareness and
and additionally by Google Ads, SEO and positioning, reach building campaigns. To achieve this, we use the
Facebook Ads and sales campaigns. Programmatic ecosystem, the Google Display Network,
YouTube, Discovery Ads, as well as ads inside applications,
on Facebook and Instagram.
We generate valuable leads.
Over a thousand service and B2B websites will confirm
this, as well as a 96% client satisfaction rate; these
clients all renewed their contracts with us. Hooray! Their
satisfaction is driven by Google Ads, SEO and positioning,
Facebook Ads and LinkedIn.
Currently available guidebooks:
Go ahead. Get to know Verseo. Find your business potential.

You can start by browsing this AdBook!
Verseo AdBook 2022 / About Verseo 9

Digital marketing –
If Your Business Isn’t Online,
Something’s Off!
Maciej Popiołek
Head of Content Marketing
Effective management of your business and market visibility require

not only knowledge, experience and business acumen. The success
that every entrepreneur so desires is also a result of appropriate
communication with consumers, and meeting their needs with products,
services and... hard data analysis. There are many tools available to
facilitate this, so long as we know how to use them, of course!
AdBook 2022 explains what internet marketing is. Let’s start, however,
with a short definition and analysis of benefits of this method of
conducting your advertising activities.
10
Online Marketing – What is it? as age, gender, online behaviour or interests. Internet
analytics will also deliver confirmation of whether
your idea of an ideal client is line with reality.
Digital marketing is based on advertising in the virtual
space. Not much of a surprise, right? • Localization — internet ads can be precisely targeted
towards people inhabiting a given region. This
We can reach consumers using desktop computers and solution is ideal for local businesses who look for
mobile devices quickly and conveniently. Not only that, but clients in their community. Localized advertising is
this type of marketing can be quantified (up, down and also valuable to larger, nation-wide companies —
sideways!), is flexible in terms of budget, and you can fire skillful use of this solution lets you lower the cost of
it up immediately! Genius, right? acquiring a client.
Right, but there is of course a catch, which I’ll get to • Stimulating your business — internet marketing is
at the end. flexible in terms of costs. If your industry tends to be
seasonal, you can react quickly during peak periods
and increase the frequency of ad display. Segments
such as SEO or content marketing pay dividends all
Did you know that... year round, but their role during peak periods is also
significant.
A few years ago the digital ads market became
bigger than traditional television advertising. • Optimization — the use of channels such as the
The difference is predicted to widen significantly printed press, radio, television or flyers does not allow
by 2025 (US). you to modify or correct your advertising while the
campaign is running to see the results.
Source: https://www.marketingcharts.com/featured-117719
Internet marketing is different, and the data you
gather encourages constant optimization of your
advertising activities in order to yield better and
The most effective e-marketing activities result in: better results from your existing budget. You can
also evaluate hypothetical options using tests of
• Sales growth
various degrees of complexity and separating narrow
• Generating web traffic segments of data from the whole.
• Building brand awareness, recognizability and

reputation Here comes the catch!
• Increasing consumer engagement and loyalty
Online marketing is a field that’s grown immensely over
• Raising interest among potential clients the last 20 years, and there is nothing to indicate it’s
about to slow down anytime soon. New channels, new
possibilities, new knowledge — this is the daily bread of
What all the noise is about, Verseo’s experts. Without a guide in the world of online
marketing, it’s easy to lose your way, get discouraged, and
or why it’s worth it lose money on unsuccessful forms of advertising. This is
why we published the first Verseo AdBook in 2018. The
• Measurability — internet marketing lets you measure guide met with a lot of interest, and so here we are again,
every aspect of your activity. You gain access to a about to deliver the second edition into your hands.
large amount of data, gathered in real time. As a
result, you get to find out through which channels Like any good sequel, it’s bigger, more impressive, with
users are reaching your business, what is the average a bigger star-studded cast, and easier on the eye (Piotr
cost of acquiring a client and which areas of your site Dubiel saw to that — truly an artist among craftsmen when
are responsible for the most customer churn. You it comes to design).
will even know what time users are most inclined to
We hope that the 2022 AdBook will fill in the empty
shop, and what target groups are the most valuable.
spaces on the internet marketing map and support you in
Data gathered by tools such as Google Analytics
understanding each of the individual channels involved.
delivers priceless information about your business
Ad rem!
and the effectiveness of all your advertising, as well as
generally easing navigation through the industry itself.
• Targeting — the more precisely your target group is

chosen, the more effective the advertising. You don’t
waste funds on trying to reach those people, who
are not interested in making a purchase. Internet
channels allow you to reach the right people by
defining the characteristics of your ideal client, such
Verseo AdBook 2022 / Digital Marketing 11

Google Ads –
Be Visible Online!
Martyna Mikołajczak
Product Designer
The most popular advertising system online allows you to deploy

text, graphical and product campaigns as well as video to over
2 billion partner pages that form its advertising network, on
YouTube, in Gmail inboxes, and in many mobile applications. All this
makes it rather hard to overlook a good offer. Like yours!
12
Google Ads Glossary
SSL certificate (Secure Sockets Layer) —

ensures the safety of data during be modified during transmission means that users can be certain
transmission between a computer (and any attempt to do so is that they will arrive at the page
and a remote server. The data is detectable). Safe data transmission they intended to get to without any
encrypted in such a way that it can’t that can’t be tampered with also unwanted redirection.
This is what we mean, when we talk about Google Ads:
Text Ads in the Search Network Image Ads in the Display Network
(expanded, responsive, (traditional banners, responsive
call only, DSA) display ads, HTML5)
Product Shopping Ads YouTube Video Ads

(Standard, Smart Shopping ads) (In-Stream, In-Feed, Bumper Ads)
Remarketing
(traditional, dynamic,
App campaigns video, RLSA)
• Text ads in the Search Network — ideal for promoting

products and services, especially in popular sectors which
1. Text ads in the Google
are searched for by keywords, and as an addition to a Search Network
product ad campaign (to reach those, who don’t look at
products, but only at text ads). Text ads are simply answers to direct queries made by
users by typing a keyword into a text field inside
• Product Listing Ads (PLA) — exclusively for online stores.
a browser. Thanks to this, advertising can reach its
• Image Ads in the Display Network — excellent for relevant audience, i.e., those who are actively searching for
products and services, especially new ones which aren’t products or services they need, and most often articulate
being searched for by keywords yet. They help build brand their needs by directing their questions to Uncle Google.
awareness and inform users about new products/services Since campaigns are able to reach their audiences at
at earlier stages of the sales funnel, triggering the desire to the right time and in the right place, and can adapt to
shop. They are also good at supporting campaigns in the different types of devices, text ads remain one of the most
Search Network and allow for finding new target groups. effective types of advertising.
• Remarketing — ideal for supporting product and text ads,
as it lets an advertiser come back with their message and
offer to people who had already visited their site.
• App Campaigns — exclusively for advertisers who have

their own mobile apps and want to encourage users to
download and use them.
• YouTube Video Ads — promote products and services

especially among young people, who spend a significant
amount of time on YouTube. They build brand awareness
and are ideal for promoting new products and services as
an additional support for text ads.
Verseo AdBook 2022 / Google Ads 13

1.1. Types of text ads
Responsive Search Ads Expanded Text Ads Call Ads Dynamic Search Ads (DSA)
Telephone number;
A maximum of 15 headers with 3 headers, 30 characters each;
2 headers, 30 characters each; 2 lines of text, 90
Construction 30 characters each, or 4 lines of text 2 lines of text, 90 characters each;
company name; 2 lines of text, characters each.
with 90 characters; displayed URL. displayed URL.
90 characters; displayed URL.
Search Network, Search Network, Search Network, Search Network,

Display
on all devices. on all devices. mobile devices only. on all devices.
At first, the system displays They don't require selection of

Slowly being withdrawn from the Ideal for industries where keywords, instead targeting ads on
available headers randomly, then
Google Ads network; it is already rapid contact is needed, the basis of page content, and
Attributes on the basis of data about the
impossible to add new expanded such as roadside assistance. display accurate, dynamically
effectiveness of various
text ads on many accounts. generated headlines.
combination.
They increase the effectiveness of a

campaign thanks to content targeted Ideal for sites with many subpages
Allow for a quick telephone and products, they save time and
to search terms, they adjust to the
Advantages <not applicable> connection without having to enable the generation of more
width of the screen on any devide and
visit the site. traffic than ads with keywords.
allow for more space to display
messaging.
All combinations of
On June 30, 2022, Google will
headers and ad content Call ads do not display on Require well-structured
block the possibility of creating
have to fit with each computer screens. page content.
Important! and editing expanded text ads.
another and make sense.
1.3. What a good text ad should look like
Example of a call ad
Here is a quick guide to creating a text ad that will attract

clients. Good advice is always in demand!
• Keywords in ad copy = a better Quality Score.
Exmple of a DSA ad • Ad content tailored to the products/services being

promoted.
1.2. Where text ads are displayed • Using the maximum number of headers, lines of text
and characters.
Text ads (also known as • Using all possible formats, like calls, links to sub-
sponsored links) are displayed pages, information, locations = better ad coverage.
at the top and bottom of
• Friendly URL (can contain a CTA – call to action).
Google search results. They Ad
are differentiated from • Placing a wealth of up-to-date info in the content
organic (free) results by their of the ad.
location, structure as well as
• Information about earning or saving potential
being marked as advertising.
(speaking the language of benefits).
• Using numbers, prices, or percentages in ads.
Source: https://support.google.com/google-ads/answer/1704373?hl=en

• Information about prices, promotions and offers
for selected clients (for example, a holiday sale).
2. Image ads in the Google
Display Network
• CTA tailored to the offer = possibly better CTR.
• 2-3 versions of an ad in each group = better data The Google Display Network unites over 2 million
about the effectiveness of the ad(s). sites, videos and applications in which you can display
banners and promos. Advertisers can present their offer
• A simple message, and well-crafted language with
to people at an earlier stage of the purchasing process
no mistakes.
than those who are looking for products or services
• Unique selling point – highlighting the unique by typing them into Google’s search engine. The most
aspect of an ad, for example a free consultation. important goal for ads in the GDN is to arouse interest
in a product, primarily through building awareness and
It’s a good idea to use the AIDA model when creating ads: creating demand.
Attention Interest Desire Action

Did you know that...
Attracting Arousing the Convincing Convincing
the customer’s customer’s the customer the customer
attention. interest that the to act on
An offer promoted by image ads in the GDN has the
in the product product or
or service's service that
the CTA; potential to reach over 90% of internet users worldwide.
for example,
features. being promoted to make
are a necessity a purchase.
that will satisfy
their needs.
1.4. Who are text ads made for?
2.1. Types of banner ads
Responsive Display Ads — created directly in your Google

Ad
Ads account by adding the appropriate assets: images,
logos and text. Responsive ads adjust automatically to a
given ad space. They can appear as small text ads in one
place, and elsewhere as large image ads. In some cases,
they may not contain the entirety of their text or every
image. In some ad formats, text may be shortened and
images cropped.
Text ads are an extremely effective form of promotion and
virtually any advertiser can make use of them (there are
only a few product groups that can’t be advertised this
way, such as alcohol and pharmaceuticals). From their first
(free) display, they encourage users to visit your website
and learn about the products/services you offer. Because
they reach people actively looking for particular products,
their sales potential is immense. The costs per click, which
are carried by the advertiser, are mostly directed towards
users from the appropriate target group.
You can learn more about text ads in the Google Search
Network in our Google Ads for Services Guide.

Uploaded display ads — animated or static banner ads 2.3. Where do display ads appear?
uploaded to your Google Ads account. They have to meet
Google’s requirements for display ads, such as being Display ads are appear on web sites, in videos, as well as in
GIF, JPG or PNG files, be under 150 Kb, and conform to mobile ads within the Google Display Network. Every site
Google’s dimensions for various ad formats. contains ad spaces of various sizes where banner ads can
be displayed:
HTML5 ads — available only to advertisers who follow

Google’s rules, have a good payment history, and their ad
spend has exceeded $1000. HTML5 banners, like display
ads described previously, are prepared externally and
uploaded to your Google Ads account.
2.2. Targeting of image ads in the 2.4. What should an effective

Google Display Network image ad look like?
Targeting of ads on the basis of keywords in

First and foremost, image ads need the following:
Keywords
website content, for example: "exterior blinds".
Destination Interesting visuals

page content
Targeting of ads to web pages related to which will catch a
Subjects specific subjects, for example: kitchen furnitire,
manicures and pedicures, etc. user’s eye (which
can relate to the
Targeting of ads to specific pages belonging to
Destinations URLs the Google Display Network, such as bbc.com,
product/service
bloomberg.com, etc. being promoted).
Targeting of ads based on demographic data –
Demographic age, gender, number of children (if any),
Contrasting colours.
data household income (available only in selected
countries).
The company
Targeting of ads based on detailed information logo — absolutely
Detailed concerning children (parents of infants, toddlers, or mandatory.
demographic teenagers, for example), marital status, level of
data education, or wealth (information about ownership
of real estate). A short, catchy
Targeting of ads on the basis of users' interests
slogan.
(for example: personal finance, media and
Recipients Interests
entertainment, travel, technology, automobiles) Avoid overloading
visible during their internet browsing sessions.
with graphics/text.
Targeting of ads based on the last known
Market purchase intentions of users (for example: A visible button with
audience foreign language courses, mobile phone
accessories, or sports shoes). a call to action.
Targeting of ads towards users who find The call to action (CTA) should encourage interaction
themselves in defining moments of their lives,
Life events
e.g. people starting businesses, newlyweds, that the user needs to undertake, and clearly define it.
people who are planning a major move.
Remarketing Targeting of ads to users who visited an

and similar advertiser's site in the past, or repicients
recipients similar to them.

2.5. Advantages of ads in the 3.1. Construction of PLAs
Google Display Network
Product image
• They reach users who spend time online beyond
the browser.
• They generate interest through their interesting

appearance. Product title
• They offer a wide range of targeting possibilities.

• The cost per click is noticeably lower than for browser ads. Price
• The free display of ads (in the CPC model -

cost per click),
• They allow for the creation of free responsive Advertiser

banners in the Google Ads panel (thus no need
to hire a designer). Ratings (optional)
Important! In order to be able to use PLAs, you need to do the following:
• Open a Google Merchant Center account, where

According to Google statistics, users spend only you upload a product feed, and that connects
5% of their time online within the Search Network, with a Google Ads account in order to prepare a
compared to 38% within the Display Network! promotional campaign.
• Possess an SSL certificate for your page, which is

a guarantee of being able to make purchases safely.
The Google Display Network offers immense potential for
promotion, primarily through a particularly wide reach and • Prepare high quality product titles and descriptions,
many available targeting methods. It is an ideal solution for which will enable displaying ads in response to the
advertisers introducing new products or services, as well correct keywords.
as those interested in expanding awareness of their brand.
Properly-designed ads as well their appropriate targeting
Important! Product titles and descriptions
can yield very good results in the form of attracting new
shouldn’t be copied from other sites,
clients as well as increasing revenue.
including those of the manufacturers!
Find out more about image ads in the Google Display
Network in our Google Ads for Services Guide. • Prepare a product feed in the form of an XML file
— this is a collection of key information about the
products being advertised.
3. Product Listing Ads (PLA)
PLAs are the most popular type of advertising in 3.1. Where are PLAs displayed?
promoting online shops. They are displayed in response
to keywords users may search for that are related to the
name and description of the product. The main goal of
PLAs is—as the name implies—to promote products. Important!
For this reason, they are not available for the promotion
of services. PLAs can be displayed along with text ads from the
same advertiser, which means that users can see
both ads in the same page of Google search results.
PLAs can be displayed in Google search results (along

with text ads), in the dedicated Shopping tab, on partner
sites in the Display Network, as well as in the Google ad
network itself.

• PLAs at the top of Google search results • Generating higher revenues than text ads for the
(above the text ads): same products (most of the time).
• Reaching valuable clients, who thanks to being

exposed to a product’s photo and pricing
immediately may be more inclined to make a
purchase, compared to users who click o text ads.
• No need to choose keywords.

• The possibility of using PLAs concurrently with text ads.
• The ability to display several PLAs at once.
PLAs are an excellent solution for advertisers wanting
to promote online stores. They allow potential clients
to instantly verify products and their prices, and offer
advertisers the biggest potential for sales.
• PLAs to the right of text ads:

4. YouTube video ads
Ad
YouTube is a site where users can upload and watch

videos free of charge. It’s also the second most-visited
website in the world.
4.1. Types of campaigns and video ads
• True View In-Stream

— ads that can or
Ad
5
cannot be bypassed,
• PLAs in the Shopping tab, which allows for browsing and can be displayed
many available products along with the capability of before during or after
filtering by price, type, size, etc.: a YouTube video, as
well as on web pages,
inside games and
mobile apps. Ads
that can be bypassed can be turned off after being
shown for 5 seconds. Payment for bypassable ads -
depending on the length of the ad itself – is initiated
after watching 30 seconds of video, or the ad in its
entirety (or after clicking on the video
Ad itself). Ad
• In-Feed — ads
displayed below
YouTube search
Ad
results at the top of
the page containing
suggested videos
3.3. Advantages of PLAs to watch, or on
YouTube’s homepage
There really are quite a few! Some of the most important on mobile devices..
ones include: The consist of a
maximum of three lines of text as well as an image
• Introducing the key features of the product (price (a frame from the video). Payment occurs when the
and appearance) from right from the search results ad is clicked. Ad
page. These are the most important features from

the user’s point of view, served on a tray, immediately.
5
• Cost savings — people who don’t like the product or
feel the price is too high won’t click on the ads.

Ad Ad
• Bumper Ads — short, 4.2. Targeting video ads
6-second ads that can
Ad
6
Ad
appear before a video, Targeting of ads based on keywords that
Keywords
as an interruption
Ad
appear in video titles and descriptions,
6
Ad
e.g. “hot tubs with massage jets”.

during the video, or Destination
page content
after the video finishes. Subjects
Targeting of ads towards videos related to
particular subjects, e.g. finances, gaming,
There is no way to real estate.
bypass a bumper ad.

Targeting of ads to specific videos or channels
Destinations
URLs on YouTube, or sites and apps in the Google
• Video ad sequences — series of video ads. In Zabawki dla kotów w doskonałej cenie
Ad
Zabawki dla kotów w doskonałej cenie
Ad
Kup Teraz
Ads network.
a video ad sequence campaign, users will watch the

Kup Teraz
Targeting of ads based on demographic data –

first spot in the
Ad
sequence. They can then see the next
Ad
55
Demographic age, gender, number of children (if any),
video in the sequence only after the previous one data household income (available only in selected
countries).
is completed. Progress between the various steps Ad
depends on views - the viewer’s progress

Ad
to Targeting of ads based on detailed information
Detailed concerning children (parents of infants,
a subsequent step in the sequence is dependent on demographic toddlers, or teenagers, for example), marital
data status, level of education, or wealth
registering a view of the video in the first step. (information about ownership of real estate).
Targeting of ads on the basis of users' interests

Recipients (for example: home and garden, sports and
Interests
fitness, politics) visible during their internet
browsing or video viewing sessions.
Ad
6
Ad
Ad Ad Ad
Ad Market Targeting of ads based on the last known
6
Ad
audience purchase intentions of users (for example:
sports shoes, video games, flowers).
Ad Ad Ad
Targeting of ads towards users who find

• Video Action Campaigns Life events
themselves in defining moments of their lives,
e.g. people about to retire, people who recently
— video campaigns that adopted a cat, or people who recently
graduated from university.
encourage an action to be taken, Zabawki dla kotów w doskonałej cenie
Ad
showing ads in In-Stream formats

Kup Teraz
Remarketing Targeting of ads to users who visited an

and similar advertiser's site/channel in the past or watched
that can be bypassed, or as Discovery
Ad
5
Ad
Kup Teraz
recipients their videos, as well as similar recipients.
ads, which are oriented towards
Ad
maximizing conversions.
Ad
• Audio ads (beta) — 4.3. Qualities of a good video ad

Ad
directed towards users who listen to
YouTube, instead of watching. Ad Audio
• Introducing the brand being promoted within the
6
Ad
ads can be a maximum of 15 seconds
first 5 seconds.
in length, and consist of a static image
or simple animation and sound. • Making use of interactive elements in the ad.
Ad Ad Ad
• YouTube masthead — a native video

ad that appears on the YouTube homepage across Call to Action Thumb
all
Ad devices. Ad encourages users to perform
up or down
an action you have indicated,
such as visiting your site.
Ad
Kup Teraz
Ad
5
Ad
https://www.youTube.com/watch?v=San-sYNV_dk
Overlay urging the user to act

emphasizes the CTA’s message. It possibility
Ad Ad of skipping
can contain a URL, logo, title, or text,
depending on the type. the ad

• Enticing audio and video (clear message, visual • Playback on mobile devices and tablets.
description, vivid colours, adapted for mobile
displays). • Prominent cultural events and television personalities
are migrating to YouTube, bringing their viewers
• Capping in place (limiting the number of views along.
by the same person).
YouTube is a site that in terms of size, richness of content
• Arousing the viewer’s curiosity through elements of
and its reach, has long ago eclipsed most other sites, search
surprise, humour or numbers and statistics.
engines or television broadcasters. It’s not just a place for
• Presenting features, benefits, ways of using the some afternoon entertainment with funny videos, or free
products being advertised. music playlists. YouTube is a powerful advertising tool, used
increasingly by both enormous corporations known around
the world as well as emerging brands.
4.4. Advantages of video ads versus TV ads
5. Remarketing
Remarketing is used to display ads to people who have
90% 70% already visited the your site at least once within
of users of users >70% of time a specified amount of time. Remarketing ads appear on
discover buy products spent on YouTube Google display partner sites, including some of the best
new products they discovered comes from
on YouTube on YouTube mobile devices known and most visited sites, portals, blogs, YouTube
channels, and more.
The main advantages of video ads are as follows:
The purpose of remarketing is to entice the user to return
• Immense reach. to your site, which they have visited in the past without a
conversion occurring, which is an interaction desired by
• Measurability — the ability to check multiple types of the advertiser, such as a product purchase. In the case
campaign data (in the case of television advertising, of stores offering everyday items, remarketing ads can
all data is estimated). serve to convince users to make another purchase. One
of their tasks is also the retention of customers. A huge
• “Help” in discovering new products. advantage of remarketing is the fact that the ads can
reach users with their message up to 540 days after their
• Low cost per view — usually only a few cents.
previous visit.
• The possibility of interacting directly with a YouTube
ad (on the same device on which it is being viewed).
• Simple configuration and optimization — no need for

professional film production and hiring a crew.
5.1. Types of remarketing
Dynamic Video Remarketing Lists

Classic Remarketing Remarketing Remarketing for Search Ads (RLSA)
Responsive banners – Uploaded banners – HTML 5 banners – Ads for online stores Videos: Text ads
created directly in your animated or static available only to comprised of text, In-Stream, In-Feed
Google Ads account by banner ads uploaded advertisers who follow graphics and an XML or Bumper Ads
adding the appropriate to your Google Ads Google's rules, have a product feed so that
Description assets: images, logos account. Must meet good payment history, users will see exactly
and text. Google's requirements. and their ad spend has the same products
exceeded $1000. that they previously
Uploaded to your viewed on the
Google Ads account. advertiser's site.
Google Display Google Display Google Display Google Display Google Display Search
Display
Network and YouTube Network and YouTube Network and YouTube Network and YouTube Network and YouTube Network
Important! Remarketing can’t be used in certain industries, such as health care and pharmaceutical.

Google Play
SUBSCRIBE
Google Play Google Play
Ads encouraging users to download applications are

5.2. Advantages of remarketing ads displayed on the basis of keywords related to the app
being promoted. The Google Ads system generates
Remarketing ads have many advantages, some of which phrases based on searches in Google Play that brought
are outlined below: users to the app. Ads can also be displayed to users
browsing pages with information about similar apps.
• They serve as a reminder of an advertiser’s
permanent or promotional offers.
6.1. Types of App Campaigns
• Encouragement of repeat visits to a site or
online store.
• App installs
• A chance for advertising to reach those people who
• App engagement — campaigns that build
are most likely to make a purchase; i.e. those who
engagement among users who have already installed
didn’t finalize a purchase after putting a product in
the application
the cart (also known as an abandoned cart list).
• App pre-registration (Android only) — their goal is
• The ability to reach specific groups of users with a
to generate interest in apps before they appear in
personalized message, e.g., banners with a discount
Google Play
code for those who have made at least one purchase
from your store in the past.
6.2. What App Campaigns look like
• Very wide reach — ads can be served to people whose
last visit to your site was as far back as 540 days.
• The possibility of creating free responsive ads, which

translates into savings due to the high costs of
professional graphic design services.
• Only available with online advertising; other types of

media do not allow for remarketing.
Remarketing is an excellent tool to supports Google

search campaigns (both text and product ads). Quite
often, it will convince undecided users to take advantage
of an offer that they had previously been acquainted with.
Remarketing is the deciding factor!
6. App Campaigns
App campaigns promote mobile apps in Google Play
or Apple’s App Store and worth with Android and iOS
devices. Due to the intensive use of mobile devices,
which are no longer used only for phone conversations,
but for shopping, monitoring your diet and health, and There is no need to design ads in app campaigns. After
entertainment, many advertisers have decided to create entering the ad copy, adding images and/or optionally a
applications dedicated to their services in order to entice video, the system automatically generates ads in various
users to make more frequent purchases by making the formats. It uses resources from the information page
process even easier. about the app in the app store. After creating the ads, the
system tests various combinations, and eventually displays
the most effective ones more often.

6.3. Where App Campaigns appear • Keyword analysis:
• Verification of the search terms report, which shows
App campaign ads appear in: which keywords generate ad displays, so that the
campaign can be expanded with new search terms
• Google search results
or to exclude unwanted terms.
• The Google Display Network • Using the Keyword Planner in order to see which
• Google Play keywords are the most popular, or finding synonyms
in order to reach a wider target group.
• YouTube
• Ensuring a high Quality Score for your ads — the
• AdMob higher it is, the cheaper the cost per click and higher
the ad’s rank.
• Gmail
• Discovery tabs in the Google search engine • Ongoing exclusion of inappropriate keywords that
generate ad displays and unnecessary costs. The
• On partner sites in the search network exclusion of inappropriate keywords results in budget
• On various other sites that display ads for apps reduction as well as better ad targeting.
• Control over costs per click based on location,

6.4. Advantages of App Campaigns scheduling or devices on which the ads are displayed.
Verification of whether a given keyword/ad/targeting
is effective, how their costs relate to conversions and
The main advantages of app campaigns are as follows:
whether the current method of determining bid
• More users for a given app translates to an increase strategies is effective.
in sales (using an app is often faster and easier than
• Verification of ad content — ensuring that ads that are
making purchases on a website).
running are up-to-date.
• People who click on ads tend to be more inclined to
shop online and do so more often, and orders made
through apps are, on average, larger than those made 7.2. Machine learning
through websites.
Machine learning in Google Ads is used to optimize
• The system targets ads automatically and the
campaigns through the use of self-learning algorithms;
campaign doesn’t require much optimization.
algorithms that teach themselves correct behavious
on the basis of data sets. These algorithms will tech
themselves how to optimize a campaign to make it as
7. Optimization of Google Ads effective as possible, and to implement established goals
and strategies. They observe how users behave while
campaigns watching and clicking on ads, which messages bring
about the most conversions, and on what days and at
Careful and ongoing optimization of Google Ads what times the highest number of sales occurs. From
campaigns translates into growth, better campaign results this data they draw conclusions and adapt campaigns for
and cost savings. maximum effectiveness.
Machine learning in Google Ads can be found in:
Important! • Bid strategies
Appropriate optimization on a regular basis is the • Responsive ads

key to a campaign’s success. If done only once, it will • Smart campaigns
not produce long-term results.
...where algorithms set appropriate bid amounts and
choose ad elements and settings in order to maximize the
effects that an advertiser is looking for.
7.1. The elements of effective Google Ads
campaign optimization As opposed to a human, machine learning is
always working, 24/7/365!
• Ongoing analysis of the advertiser’s industry, products
Making use of machine learning in Google Ads as well as
and services in order to be certain that the ad is
our proprietary Verseo Campaign Manager system, Verseo
promoting up-to-date products and services.
has over 50 bid strategies as its disposal which can be
• Verification of the campaign’s basic settings (ad display used for any industry and with any budget.
locations, bid strategies, ad scheduling, frequency
capping).

Since the second half of 2016, when we introduced the 7.3. Bidding strategies
first version of VCM, we have been using machine learning
with practically every one of our clients. Changing from • Manual CPC — a manual bidding strategy based
manual to automated big strategies (i.e., self-learning on setting the maximum cost per click that the
algorithms) along with the requisite optimization has advertiser can bear per group of ads or keyword/
brought fantastic results. product/targeting method. Requires precise and
ongoing account maintenance, since there is no
Client case study, where we automation involved. Gives 100% control over bids
made use of machine learning and is completely reliant on human input. Difficult
to use in the case of large campaigns and enormous
data sets.
Industry: • Enhanced CPC (eCPC) — a manual bid strategy

women's dermocosmetics aided slightly by an algorithm that increases
maximum CPC for clicks where the chances of
conversion are higher, and lowers it where the
Monthly budget: possibility of a purchase is low.
approximately €330
• Target ROAS (Return on Advertising Spend) —

an automated bid strategy that helps achieve a
Objective: predetermined conversion value after recouping a
To increase the number and value of conversions.
set amount of advertising costs. Bids for clicking on
an ad are automatically optimized at auction time,
thanks to which they can be individually adjusted to
History:
each auction.
The client ran their own Google Ads campaign
(through manual bid management) and came
to Verseo wanting to achieve better results • Target CPA (cost per action) — an automated
with their campaign.
strategy designed to generate the highest comber
of conversion within a predetermined cost.
The target CPA is the average amount that the
Results: advertiser wishes to pay for a single conversion.
• Maximize clicks — an automated bid strategy that

aims to maximize the number of clicks (within an
established budget). In this case, the system sets
Average cost per click
lowered by the bids so that as many users as possible click on
the ad.
A increase in clicks with just a small • Maximize conversions — an automated bid

change in monthly spending
strategy that aims to generate the highest number
of conversions within an established budget. In this
Value of case, the system doesn’t concern itself with the
conversions up by
conversion value.
Number of
• Maximize conversion value — an automatic
conversions up by strategy designed to generate conversions with
the maximum possible value. Here, the number of
transactions is not relevant; only the highest value.
Lowering of the
cost per conversion by
Find out more about machine learning at the Verseo Blog.

8. Verseo Campaign Manager —
Making use of machine learning in ad campaigns
Verseo Campaign Manager is our proprietary system for Verseo Campaign Manager allows clients who make use
managing Google Ads campaigns, based on machine Google Ads campaigns to preview their campaign at any
learning. The VCM platform uses self-learning algorithms time, and to manage their campaigns exactly how they
that allow for effective management of rates within want, supported by Verseo’s system and its self-learning
campaigns. The algorithms used in Google Ads campaigns algorithms – as part of our Automated package.
control campaign results 24/7/365 and introduce
optimization that increases the probability of reaching
your targets (such as increasing the amount of value of
conversions, maximizing clicks, etc.)
8.1. Advantages of Verseo Campaign Manager:
• Ad campaigns up and running quickly • 24/7 access to data panel
• Easy to use • Ability to manage campaigns yourself with the support

of Verseo’s specialists and system
• Saves time and money
• Over 50 possible campaign optimization strategies
• Easy-to-read reports to gauge campaign effectiveness

8.2. A comparison between our Managed (traditional) and Automated packages
Google Ads Managed Google Ads Automated
Creation of a Google Ads account and initial campaigns by a Creation of a Google Ads account and initial campaigns by
dedicated specialist – your account manager. a specialist from the VCM support department.
A dedicated Google Ads specialist to manage your account

A month of account management from a Google Ads specialist.
throughout the duration of the campaign.
Telephone and email contact with your account manager. Email contact with the VCM support team.
No capability of making changes to your campaigns by yourself. Possibility of making changes to your campaigns yourself.
A higher commission fee for campaign management. Lower commission fee for campaign management.
Ideal for all advertisers. Dedicated primarily to local and small business and services.
Client panel (view only) available 24/7/365. Client panel (view/edit) available 24/7/365.
Weekly and monthly reports. Weekly and monthly reports.
You can find out more about the Verseo Campaign Manager at vcmapp.com

Google Analytics –
Keep Your Finger on Your
Company’s Pulse!
Klaudia Zielke
Head of Web Analytics
Are you curious what effects your business decisions and activities
bring about? What your clients like and which promotional channels
will only burn through your budget? You don’t need
a crystal ball to find the answers to these questions.
All you need is Google Analytics!
26
Google Analytics Glossary
KPI (Key cookies used by conversion —

Performance Indicator) — Universal Analytics — An action performed by the user
This is a key indicator of performance, Google Analytics saves cookies on on your site that is significant for
which defines how effective a given a user’s computer every time they your business. For e-commerce,
action is. KPI lets you both react quickly visit one of your pages. These cookies conversions can be transactions;
in the case of rapid changes in the are recognized by Analytics on each for services, sending a contact
marketplace as well as to evaluate subsequent visit by the same person form. There are both micro- and
the long-term effectiveness of your (unless they had been removed from macro-conversions. A macro-
advertising activities. Examples of KPIs the user’s computer). conversion is generally a completed
for e-commerce include: conversion purchase transaction, whereas a
rate for e-commerce, average cart event — micro-conversion can be an email
value. Any user interaction with your site; subscription that demonstrates a user
downloading a PDF, clicking on a link, might be inclined to perform a macro-
sending a form, adding a product to a conversion.
cart or playing a video.
What is Google Analytics?

It’s a tool that lets you store and analyze statistics
about your web site. Data is gathered in several
dozen clear reports, thanks to which you can easily
browse through it and find the answers that every
entrepreneur is looking for:
• What is my site’s audience?

• How do they use it?
• Is the traffic I am directing to the site
worthwhile, and does it achieve my targets?
• Which advertising is truly effective?

• When do potential clients resign from making
a purchase?
Verseo AdBook 2022 / Google Analytics 27

What does Google Analytics do?
In a nutshell, Google Analytics lets you keep your finger on For many years, marketers and entrepreneurs alike used
your site’s pulse. You can continuously control the speed Universal Analytics – a stable and established version
with which your business approaches your business goals. of Google Analytics. Towards the end of 2020, Google
Furthermore, you can identify catalysts for this process as unveiled the newest version of their analytics tool – GA4,
well as factors that act to slow it down. which was met with a somewhat cold reception from
the world of digital marketing. Why? Because it still lacks
Monitoring your business’ key peformance indicators (KPI) some basic functionality, and the changes to the GA4
lets you react quickly to rapid changes in the marketplace panel continue to surprise with almost every visit.
as well as to evaluate the long-term effectiveness of your
advertising activities. It is worth noting at this point, that That said, the world wants to know more about GA4,
more and more factors affect KPI, effectively making it and that’s perfectly natural. According to Google’s
increasingly difficult to interpret the data you gather. This announcements, from July 2023 onwards, this will
is why the correct configuration of your Google Analytics be their only supported analytics tool, leaving its
account is so important. You have to be sure, after all, that stepbrother, Universal Analytics, behind.
the metrics you are gather are accumulating correctly, and
that decisions made on their basis are the right ones.

Setting up a Google Analytics account
If you’re setting up a new Google Analytics account, don’t During the account setup, click on “Show advanced
be surprised if you see the GA4 panel – this is currently options”. Your eyes will then gaze upon the philosopher’s
the default version of the tool. It is possible to set up a stone of web analytics. If you want to create a Universal
Universal Analytics account, but it requires digging a Analytics account, then slide the indicated slider
little deeper. to the right.
Depending on which version of Google Analytics you to placed on each page of your site, using the Google
choose, an individual tracking ID (starting with the letters Tag Manager or a dedicated plugin. You can also place
UA for Universal Analytics) or an individual measurement it manually in the page code, using a longer snippet
ID (starting with G- for GA4). The rest of the procedure is of code to do so. This method is not recommended,
consistent for both versions – the generated string has however, as it can cause many problems.
Universal Analytics — Admin Page — Tracking Info — Tracking ID

Universal Analytics — Admin Page — Data Streams
If you are still unsure whether the implementation of your

Google Analytics code was successful and you want to
conf irm the presence of the tracking ID on a given subpage
of your site, use the Tag Assistant Legacy
(by Google) plugin, or a more advanced tool: Adswerve –
dataLayer Inspector+.
GA4 — the new face of Google Analytics
Let’s return to the main topic for a moment. It is currently This sounds promising in theory. The reality, however,
recommended to use both versions of Google Analytics, is that the GA4 panel is still missing some key
known as dual tagging. So, what changes does GA4 bring? functionalities that we have become accustomed to
Enormous ones! For the sake of clarity, we will attempt to in Universal Analytics, as well as those that are often
present them in three short points: necessary to present data relevant to business. Perhaps
they will appear in the future, or maybe they will not be
1 Web + App — from now on, you only need one panel implemented.
in order to measure the behaviour of users that both
visit your site and use your app. Currently, features such as nonstandard content grouping
don’t exist. The GA4 interface makes so-called drill-down
2 Events — user activity will be based entirely on reports (analysis of data from an overview level all the way
events configured individually or automated to the details) impossible in many cases. Neither will we
system events. This way, more precise data on the find metrics such as conversion rate – an important metric
interaction of the user with the site across various that objectively gauges the effectiveness of sales with
devices can be gathered. regards to a particular source of traffic. That said, we have
to give credit where credit is due; Google is constantly
3 Machine Learning — the tool will be able to
refining and updating GA4, which means that from
generate new observations and forecasts based on
month to month, the tool is becoming more user-friendly.
intelligent analysis. For example: with enough data
to work with, the system is able to automatically As we continue, we will let ourselves become a little
generate a list of users most likely to make a selective in our coverage. As GA4 is still not a stable
conversion within the next seven days. Machine version of Google Analytics, we will focus more on the
learning can be particularly useful In situations older, stabler version — Universal Analytics — with the
where privacy settings interfere with data gathering. occasional knowing wink directed at GA4.

The default period for storing user and

event data in GA4 is two months? You
can extend it to a maximum of fourteen
months. Be careful, however: these
periods pertain to reports you make
for your own needs, and not those
configured automatically by the system.
Google Analytics from the inside

Worth knowing!
Account structure
You should always have one view that’s not modified
Let’s delve further, and like true web analysts, let’s by any filters. This is very important, as filters can
investigate the structure of Google Analytics in detail. irrevocably change your data. If they are added
Universal Analytics is divided into three levels: incorrectly or by accident, the result can be the loss
of metrics important to your business — forever.
Account this is your access point to Analytics.
Dimensions and metrics

Property this is the site or mobile app to
which an individual Google Analytics
tracking ID has been assigned. Every Google Analytics report (both Universal Analytics
and GA4) is comprised of two elements: dimensions and
View is an access point to reports metrics. According to the commonly accepted definitions,
individually adapted to your a dimension is an attribute of data, whereas the data
needs. This customization is itself (i.e. metrics) is a quantitative measurement. Sounds
achieved through the addition complicated, right? Let’s illustrate it with an example:
of various filters.
Dimension Dimension Metric Metric

Account (users)
City Browser Sessions Pages/sessions
Service
Warsaw Chrome 3000 3.5
Warsaw Firefox 2000 4.1

View View
Berlin Chrome 2000 5.5
Berlin Safari 1000 2.5
Berlin Firefox 1000 4.7

At this point, it is worth bringing up the structure
of a GA4 account:
More simply, a dimension is a parameter used to order
Account this is your access point to Analytics. collected data in a certain way. The dimensions used
most often are as follows:
Property this is the site or mobile app to • City — sorts data according to the location of users on
which an individual Google Analytics your site. This way, you can check if the people who
tracking ID has been assigned. most often reach your target come from New York,
Berlin or Timbuktu.
At this point, you’re no doubt looking for that final level:
• Browser — sorts data on the basis of the browser
View. No, this is not a mistake. This functionality is not
being used: Chrome, Firefox or Safari. This way, you can
available in GA4, and based on the information Google has find out which one of them is used most frequently to
supplied so far, it doesn’t look promising. leave the site from a specific page.

• Day/Month/Year — One of the most commonly used • Sessions — a set of user interactions taking place on
dimensions. How does it work? It allows you to sort your a page within a particular segment of time. A single
data by units of time, which allows to evaluate your site’s session can span several page views, events and
effectiveness on a monthly or annual scale. e-commerce transactions.
• User Type — sorts data by new and returning users

on your site. This is very useful when evaluating Page Page Event Event
target completion and numbers of page views from a view view Trans-
particular source of traffic. action
1 2 1 2
• Source — one of the top 10 dimensions. How does it
work? It sorts data by sources of traffic, such as Google, Session
Facebook, Newsletter, Ceneo, and often goes hand in
hand with the medium dimension. A single user can have multiple sessions. These
sessions can take place on the same day or over several
• Medium — another celebrity among top dimensions:
days, weeks, or months. As soon as one session ends,
it sorts data by categories assigned to a source. Free
a new one can begin.
search results is categorized as organic, paid is CPC,
direct site access — direct, and pages that redirect
traffic — referral.
Worth knowing...
• Source/Medium – a very important and often-used
dimension. At allows for data sorting according to There are two ways to terminate a session:
how traffic was acquired by combining the last two • Timeout
dimensions above.
• Session terminates because of a campaign
It is worth noting, at this point, that not all metrics can be change; if a user arrives via one campaign then
linked to every dimension. another, the first session will end.
Since we’re on the subject, here are some basic metrics

Analytics begins measuring time from the moment
you should know, which will definitely make reading those
that a user arrives on your site. If no interaction with
Google Analytics reports easier!
the page takes place in the next 30 minutes, the
session will be terminated. If an action does occur, such
as event or the user goes to new page, the session
Worth knowing... expiration time will be reset.
expires expires expires expires

If you have doubts as to which data can be used 14:31 14:32 14:33 14:34
with a particular dimension, you can use the
following tool. Page Page
Event 1 Event 2
view 1 view 2
All you need to do is specify a range of metrics, and
voilà – dimensions that cannot be applied to them 14:01 14:02 14:03 14:04
will be automatically dimmed out.
• Users — the number of people who have visited your Worth knowing...
site. It is defined on the basis of cookies saved in users’
browsers (in the case of Universal Analytics). Based In Universal Analytics, all events need to be
on these, the system can assign a user to a new or configured separately, using (as an example) a tool
returning user group. like Google Tag Manager (GTM). These events are
extremely useful in monitoring user behaviour and
should be individually customized to your business’
profile. They can be also used to configure objectives.
In GA4, the new version of Analytics, certain events are
...if the same user arrives at your site using different collected automatically — for example, file downloads,
browsers on different devices, Universal Analytics when the user clicks a link that leads to the file. But
will treat them as distinct users, thus increasing that’s not all! The panel also makes it possible to
the tally of site visitors? This issue is to be create events without having to use an additional tool
addressed in GA4, which uses a user ID that allows like Google Tag Manager. Thanks to this, the process
for tracking a user’s sessions and activity across becomes simpler. That’s a point for you, GA4!
multiple devices.
• Pageviews — serving individual pages to users on your

site. If a user reloads a page (e.g. by refreshing it), this
registers as an additional pageview.

• Unique Pageviews — or page views counted during measured. Time is measured from the moment the
the same session. If in the course of a session a user user enters the page until the moment they go to
visits a particular subpage more than once, all these the next subpage. This means that if a user spends 15
visits will count as a unique pageview. minutes reading an interesting article then closes the
page, the system will count their activity as 0 minutes.
Main page Price list Main page
• Bounce rate — a metric given in percent, shows the
number of sessions limited to a single page (or sessions
Contact without any interactions) against the total number of
Price list Main page
page sessions. There are two kinds of interactions that affect
the bounce rate:
Main page 3 pageviews, 1 unique pageview
Price list 2 pageviews, 1 unique pageview • Going to another subpage of the website
Contact page 1 pageview, 1 unique pageview
• Triggering an interaction event (the decision as
• Average Time on Page — you were probably to whether the particular event should affect the
expecting a description of a metric, but first, we will bounce rate is made during configuration)
allow ourselves to state a subjective opinion, which
Just like Time, the Bounce Rate remains a fairly
is this: time is not the most reliable metric in Google
controversial metric in Google Analytics.
Analytics, and this is because of the way in which it is
How Google Analytics can help What you will gain
you analyze your data — Realtime reports are an excellent method to quickly
verify if your Google Analytics tracking ID has been
using predefined reports properly implemented.
The Universal Analytics panel contains five reports sections.

Each of them provides answers to different questions, so Did you know that...
don’t be surprised if they vary quite a bit in how they
present data. They are also known as predefined reports. ...duplicating a Google Analytics tracking ID on your
They are generated automatically, and are identical for every site results in all data being sent twice for metrics such
Analytics account. Let’s examine each report individually. as sessions, pageviews, conversions or events. That
doesn’t just sound bad — it really is bad! Ensure that
your pages contain a single, unique Google Analytics
tracking ID. If you have more than one implemented,
Did you know that... but they differ from one anyone by even one digit, you
can sleep calmly at night.
...you can customize every predefined report to
better suit your needs by adding another dimension?
You have two options — you can make use of
dimensions available in the panel, or create your own Predefined reports:
custom one, 100% tailored to your data. Is it worth it? Audiences report
Absolutely! Additional dimensions are to a report what
tailoring is to a suit — they create a perfect fit to the
shape of your business. What you will find here
Pertinent information about your site’s users.
Predefined reports: More details

Realtime report
Geographic and demographic data
Metrics concerning the frequency of page visits
What you will find here
Data about user engagement
Basic information about users visiting your site at any given Information about the devices and browsers
moment. most often used
A graphical depiction of the paths users take through
More details your site
The number of active users currently on your site
An analysis of their geographical locations What you will gain
An indication of where your visitors came from The ability to group your users in order to find those most
Pages currently being browsed often performing conversions, which is to say realizing
your goals.
Events being triggered and conversions completed

Predefined reports:
Acquisition report Did you know that...
What you will find here …both Universal Analytics and GA4 include the ability
to track search terms throughout your site. This
Information about where your visitors are coming from, and
way you can easily find gaps in your offer, or draw
which ad campaigns are actually effective.
conclusions concerning the architecture of your
e-store — if, for example, users are often searching for
More details the name of a product that you think is highly visible,
Information about achieving objectives by users it might be time to redesign your menus. In Universal
directed to your site from various sources; Analytics all you need to do make an easy change to
your view in the settings. In the GA4 panel, you will
Data that allows you to analyze individual keywords
need to configure an additional report.
that you use to advertise or position your site.
What you will gain

Knowledge of where your valuable traffic that meets your Predefined reports:
business goals is coming from. Conversion report
What you will find here

Worth knowing!
Data related to realizing objectives set in the Google
Analytics panel.
Incorrect attribution of sources of traffic is one of the most
common errors in the Google Analytics panel. These errors
can be caused by two things: More details
• A lack of exclusions of unwanted referrer sites You can examine the number of business
(like payment gateways) objectives you have realized
• UTM parameters on your site Analysis of revenue generated through different

methods of acquiring users.
This results in overwriting the correct source of traffic
that led the user to your site. The result? Your company Analysis of visualization of funnels towards
is basing its evaluation of how well various channels are
your objectives (identifying bottlenecks)
working on incorrect data.
Analysis of Assisted Conversions and
Multi-Channel Funnels
Predefined reports: What you will gain

Behavior report Information about which channels participate in
the purchase process, which directly affects budget
What you will find here allocations as well as the continuity of monitoring the
degree of completion of your designated business goals.
Information about which pages of your site are
the most popular.
More details Did you know that...

An analysis of user behaviour on your site (tracking
...correctly configured microgoals in the Google Analytics
events and the effectiveness of various sub-pages).
panel let your create user profiles that realize your main
An analysis of sub-pages’ loading times. goal with more efficiency? This way, you can more easily
choose your marketing strategy, or define the next steps
Bounce rate analysis. in your ongoing campaigns.
An analysis of which pages users most often left your

site from.
What you will gain

The possibility of identifying those sub-pages that need
work or user profiling based on the actions they undertake
there.

Google Analytics Segments With groundwork this solid, all you need to decide is how
you want to display the data you’ve gathered. In theory, you
have three possibilities; in practice, you only have two:
Nothing is more helpful in detailed analysis of the data you
have gathered than looking at them as segments. Who is • Explorer
this mysterious stranger, and why should you get familiar?
• Flat Table
We can sum it up in a few short points, as clear as day.
These sound quite enigmatic, so let’s change that! Explorer
Universal Analytics segments:
is a standard Universal Analytics report, just like the ones
• Let you isolate and examine data subsets. you saw in predefined reports. It includes line graphs and
dynamic tables with search and sort functionality.
• Are composed of one or more filters, that don’t
remove data.
• Remain active while you are viewing reports — until

they are deactivated.
• They can be used to create remarketing audiences.
They accompany us throughout every predefined report

They can help answer questions about organic traffic (does
it convert better on desktops or mobile devices?) or whether
people visiting your blog end up initiating transactions
often. In short: solid gold!
A flat table is a static table with sorting ability that
displays your data in rows. Is it accompanied by any
GA4 segments work in a similar manner, but with one
graphs? No, but in spite of this it has one massive
exception: they currently can’t be saved as a template you
advantage that the explorer lacks: it allows you to
can return to in your daily data analysis tasks. This means
continuously use two dimensions at the same time.
that you have to create them from scratch every time.
So, when you want to see how your users convert (i.e.:
realize your goal) every month broken down by device
type, then you’re all set — you’ve hit the jackpot!
Custom reports —
feel the power of your data!
Thanks to custom reports configured in Universal

Analytics you can adapt the presented data to your
business’ needs. Sounds great, right? After all, everyone
wants to be unique!
You can create them yourself in the “Customization”

section. You can select your dimensions (for example:
Summary
device category) and metrics (such as: Sessions,
Pageviews, Transaction, E-commerce Conversion Rate) After taking all this in you may be wondering which way you
and additionally add a filter thanks to which some of your should go: Universal Analytics — solid and stable, but slowly
metrics can be separated, for example: Medium must be being supplanted by a newer solution, or GA4 — fresh and
equal to Google/CPC. new but still in development.
What can a report like this show? This type of report As previously mentioned, at this point in time we
will show if traffic directed to the site as part of an ad recommend working with both in tandem. An excellent
campaign realizes your goals better on smartphones or solution is to create a list of features that you need for your
desktops. business that are missing in GA4. After that, keep checking
your list regularly. The system is changing so fast, that it may
only be a matter of time until the missing features are added.
Be prepared to migrate to the new panel — start gathering

data in advance. Don’t forget about Universal Analytics,
however — it should still be your primary source of data.

Programmatic
Jakub Perkowski
Senior Digital Ads & Optimization Strategist
Automated buying and selling of internet ads is effective! The

automatic selection of target groups means your message reaches
the audiences most likely to be interested in your product or service.
The entire process takes place within a single technology platform.
You gain quick access to mobile devices, audio platforms, web sites
and television. If you’re serious about your online advertising, it’s time
to get familiar with Programmatic!
36
Programmatic Glossary
Banner blindness –
is a phenomenon where users treat elements that remind them of nature of the site that it is being
of a site will instinctively ignore advertising as undesirable. In order to placed on, and to avoid any pushy
any elements on a page that look avoid this, online advertising needs to messaging as well.
anything like an ad. A user’s brain will conform to the themes and general
Programmatic marketing is ideal for you if you’ve In 2020, the programmatic

exhausted traditional methods of reaching users who market in the US
are active searching for your business. It gives you a was worth
wide range of possibilities in building up your brand market growth
and reinforcing awareness. In using automated data 2020-2021
about your audience, you can reach out to them, no
billion
matter where they are on the internet. A multitude of (roughly 123 billion euro)
combinations of redirections, formats and destinations
Source: https://www.statista.com/statistics/275806/programmatic-spending-worldwide
will let you promote your brand online effectively. Sound
interesting? Find out more about the possibilities of this
visual ad format, and get the attention of the right users! US programmatic
Desktop/laptop
ad spending
9%
by device:
Connected
Did you know that... TV
15.9%
In 2019, 65% of worldwide digital ad spending was Mobile
allocated to programmatic advertising. In Poland, 75.1%
that same year, according to studies by IAB Poland/
PwC, programmatic ads accounted for a 35% stake.
Source: https://pubmatic.com/wp-content/uploads/2019/12/2020-Global-Digital-Ad-Trends.pdf
Creating a successful programmatic campaign is like

bespoke tailoring. Since everyone has different needs,
we choose the fabric based on the client’s budget and
personal style, so that they will make a great impression 1. What is programmatic
in their new garment anywhere they go.
marketing and how does it work?
For whom? Programmatic complements
This is an excellent channel other online advertising Even though time spent online has been going up
to work with at the top of the activities extremely well, year to year, it was the beginning of the pandemic that
sales funnel. and positively impacts their accelerated the shift of everyday activities and habits
results. online. For example, studies conducted for the UKE show
that during the pandemic, the average time spent by
Poles online increased from 4 to 5.5 hours per day1.
Awareness
hours more per
Consideration day spent online
(from year to year)
Decision
Programmatic
Direct
Purchase
SEO
1
https://www.wirtualnemedia.pl/artykul/dzienny-czas-korzystania-z-internetu-
w-czasie-pandemii-koronawirusa-wydluzyl-sie-w-polsce-o-1-5-godz
Verseo AdBook 2022 / Programmatic 37

This time wasn’t just spent working and learning, but You can only estimate how many people actually saw the
was primarily used for shopping and entertainment. ad and expressed a desire to familiarize themselves with
This trend is visible to the naked eye, and more and more your offer.
content creators known from television are moving to the
The list of advantages of programmatic advertising is
internet, and taking their fan base with them.
quite long. Below are a few of the most important ones:
Access to advertising spaces inaccessible to Google

Worth knowing... Ads and other platforms.
Managing contracts with advertisers in one place.

A great example of migrating from offline to
online delivery is Polish culinary personality Robert The ability to create precise recipient lists
Makłowicz’s channel on YouTube, which has almost (e.g. the last 10 minutes since visiting a site).
half a million subscribers.
Using your own data about users or data from
One thing you can do is direct personalized ads to this external sources.
channel. If you’re a food producer, this would be an
ideal solution for you! The choice of destinations for ads, including
VOD platforms.
Consistent limiting of ads displayed to

Programmatic campaigns let you reach consumers
individual users.
using all kinds of devices: mobile devices, desktop
computers, tablets, apps, TVs, and even outside the A plethora of ad formats, such as Rich Media content,
home (for example on digital screens on buses or in native ads, online video, and audio ads.
shopping malls).
Defining a minimum percentage for ad visibility.
With the growth of digital points of contact with the
average user, it’s difficult to keep up and choose the Wide targeting.
best advertising spaces to reach the proper audience.
Advertising in the programmatic ecosystem—an
automated system for buying and selling advertising
space—could be a solution to this problem. It aggregates Did you know that...
dozens of advertising networks, allowing your content
to be displayed virtually everywhere. Thanks to machine According to an IAB report from 2021, marketers
learning and data gathered about users, programmatic currently allocate as much as 50% of their media
advertising allows you to reach them in the right place, budgets towards automated advertising2.
with the right advertising message.
This means you can step away from the model of buying
ad space directly from each vendor, combining all of these
transactions in one place. It is more important who sees
the ad, than where they see it.
3. Differences between
programmatic and Google Ads
2. Advantages of In a nutshell, programmatic advertising includes the
programmatic ads capabilities of the Google Display Network, but offers
more spaces, formats and recipients. The goal inside these
environments is similar – audiovisual formats are meant to
With access to incredible amounts of
attract attention, generate interest in the product, to enter
data (in compliance with all data privacy
into the user’s consciousness.
regulations, of course), you can direct
your ads to audiences with appropriate
messaging, and at the right time and in the right place. This
means that you will spend your advertising budget more
wisely, eliminating those viewers who most likely wouldn’t
be interested in your product. This is a key advantage over
2
offline methods, whose real effects are difficult to measure. https://iabeurope.eu/all-news/iab-europe-news/iab-europe-releases-annual-
programmatic-research-on-drivers-barriers-and-operating-models/

Real-time bidding (RTB) — a method of buying and
Programmatic selling ads via real-time auctions, which means that the
transactions occur in the time it takes to load a web page
(roughly 100 ms).
In the RTB model, every advertiser can bid on ad

resources, with the highest bid per impression becoming
the winner. Furthermore, both sides can set parameters
with regards to what they are looking for, such as the type
of audience, range of rates, ad formats, etc.
This model is used, for example, in Google Ads or

The main difference is in reach, forms of delivery as well as
Facebook Ads. The remaining two options can be
the number of formats available. 5 of the most important
considered something a little extra.
differences are outlined in the table below:
Private Marketplaces — these work in a manner similar to
the RTB model above, but allow publishers offer premium
Google Ads Programmatic
ad space to a select group of buyers. As opposed to RTB,
a collection of ad networks, where advertisers can bid on ad space via open auctions,
1 ad network ad exchanges and direct access PMP is by invitation only.
to publishers
Programmatic Direct — this is a model in which rates
RTB only RTB + direct sales are set directly between advertiser and publisher, so that
video in ad networks, on YouTube each side knows exactly how and where the ads will run.
YouTube video In return, we can have certainty than our ad will display in
and on VOD platforms
specific spaces, and on specific sites.
responsive and static banners,
responsive and
interactive content and customized
static banners
multimedia content
low barrier to entry larger budgets preferred

5. Types of ads
GDN and programmatic advertising—despite many As recently as a decade ago, the only form of online
similarities—are really two separate worlds. Both have advertising was a static display ad. This is the oldest
their pros and cons. format around, which has undergone an immense
transformation, and shifted to the dynamic realm.
Google Ads works best as:
Continuous technological progress, the optimization of
A place to try out display ads or YouTube videos.
mobile devices and better usage of data have created
A method of targeting and remarketing for small lists. new possibilities. Thanks to this, we can currently use the
following types of ads:
An advertising tool that doesn’t require a lot
of resources.
Display
Should we want to use something more than
predefined targeting in a large-scale campaign we are Static or animated HTML5 banners
planning, then programmatic advertising is a better
solution, as it contains many additional features.
Rich media content
Lightbox
4. Sales models Parallax
Flipbook
Advertisers can buy advertising from publishers in several
ways. These can include: Blank slate
Cuecard
Real-Time Private Programmatic Native ads
Bidding Marketplace Direct
(RTB) (PMP) Mobile app ads

Static banners — they are the basic form of display Pre-roll — these run before a film or
advertising for various devices and a natural entry point video begins, and tend to run 6-30
into automation. They are a cost-effective solution that seconds. They can, of course, be longer
guarantees a large reach and scope. They generally appear if they contain a link that allows a user
at the top or sides of web pages and are available in various to skip forward.
sizes.
Rich Media content — this is content where the user

interacts with the ad. There are many formats, and they Mid-roll — these ads run in the middle
are often dependent on the platform that the ads are being of a film, making them feel similar to
displayed on. regular television ads.
Here are four popular formats:
parallax — an illusion of depth is

created through several image
layers that move at different
rates to create a 3D effect.
flipbook — a video fragment

that is played back at a rate
equivalent to the speed with
which the user scrolls the page
(also in reverse).
blank slate — a simple

animation with the brand logo,
Ads driven by
AI & human touch.
Dowiedz się
więcej!
Ads driven by
AI & human touch.
Dowiedz się
więcej!
Ads driven by
AI & human touch.
Dowiedz się
więcej!
a moving background, header,

description and a call to action.
Native formats – These

are automated ads that
cuecard – three frames of
blend into the content of
content that scroll downwards
a web site, social media
in order to present the most
platform, or an application.
important features of a product
The advertiser supplies the
or service.
content, and the style and
formatting is dependent on
Video the look and feel of the site,
which becomes particularly
effective in the case of
Video in-stream
banner blindness.
Native ads are also known
Pre-roll videos for high user engagement and raising brand awareness.
Mid-roll videos Audio ads – The rise of

Post-roll videos virtual assistants based on AI
algorithms (including Cortana)
and streaming applications
Video out-stream
such as Spotify, have given rise
to yet another form of online
In-display videos advertising: audio. Audio ads are
a rich source of both contextual
and user targeting. Compared
Video — a strategic type of advertising, used in marketing to display and video formats it
that seeks to build brand awareness. It allows us to convey remains relatively under-used,
a large amount of information in a short amount of time. In but with significant potential,
just a few seconds, we can convey the most important values and its use is definitely on the
of a brand, thus building up a following of loyal clients. These rise.
ads most often run from 6 to 30 seconds, though in some
You can explore Google’s entire gallery of available
cases a video that’s as long as a few minutes might be the
formats here.
optimal solution. The ads can appear before or during videos
or movies.

6. Reach, targeting and audiences 7. Case Study
Programmatic allows for demographic and geographic Time for some concrete numbers, or an example of using
targeting, which us the bases of other advertising advertising options in an image campaign for a client in
channels. Additionally, it allows for more targeting the food industry.
options towards a specific user; from their shopping
behaviour and interests to the use of data gathered on the
advertiser’s site or from external sources. Campaign Campaign target:
period: Wide reach and display on
3 months prominent sites while retaining
Targeting doesn’t necessarily require detailed high ad quality and visibility.
knowledge about the user, however. Contextual
targeting (on the basis of keywords and the contextual 1st month 3rd month
meaning of the page) offers a problem-f ree method of
reaching desired users. Reach in terms of views: Reach in terms of views:
18,250,000 24,880,000
avg. CPV: 0.05 PLN (€0.01) avg. CPV: 0.03 PLN (€0.06)
avg. CPM Display: avg. CPM Display:
Example: 2.87 PLN (€0.60) 2.03 PLN (€0.42)
A fashion brand would rather appear on avg. CPM all: 5.33 PLN (€1.11) avg. CPM all: 3.66 PLN (€0.76)
Glamour’s website, while a business offering
financial services would rather associate
themselves with Forbes. Various advertising types were used. Video ads were run,
using YouTube and RTB as well as advertising with VOD
providers (using Programmatic Direct). A supplementary
Display campaign was also activated, targeted towards
new and returning users. Rich Media content was one of
Most of the time, however, the best targeting method
the types of ads used in this campaign.
would be to focus on returning users. Retargeting is a
highly effective method to re-engage people with your The choice of targeting method was meant to reach users
brand, since they have already formed a relationship with it. with families, who often consume their meals at home,
You can now fight to make that relationship a closer one! who tend to be able to a little bit more in the kitchen than
boil water for tea.
Thanks to appropriate audience targeting, effective

Good to know... selection of destinations, as well as the work of machine
learning algorithms, in three months it was possible to
On average, 2% of users will make a conversion lower the unit rates by 43% and to generate up to 36%
while visiting your site. Remarketing seeks to bring more reach. What’s important, this did not affect the
back the other 98%. quality of the advertising.
After the end of the campaign, the client admitted that

the results were already satisfactory after just one month,
thanks to rates lower than they had achieved previously.
Reach and the numbers The results after three months were all the more positive,
which allowed for wider reach within the same spaces.
estimated spending on programmatic

advertising in the US alone in 2022
It is estimated that in Poland alone around
2 billion zlotys (400 million euros) will be spent.
The reach of Polish publishers:
1.4 billion
Source: 1.5 billion 1.1 billion 0.9 billion
https://www.emarketer.com/content/us-programmatic-digital-
views views
display-advertising-outlook-2021 views views
19 million 28 million 32 million 15.7 million

users users users users

5 mln
users
SEO –
Take the Lead Position!
Joanna Michalska
Executive SEO Specialist
There are quite a few definitions of positioning to be found in the

depths of the Internet. For the purposes of the AdBook, let us briefly
define positioning as a process that aims to bring a website to the
top of organic search results in a given search engine. What’s the
best way to do this? We’re here to reveal the secrets.
42
SEO Glossary
long tail – nofollow attribute – pagination –

Long-tail keywords are longer and This attribute, placed in a link, is Most often used in online stores, long
more specific keyword phrases information for web crawlers, that the articles or photogalleries. Instead of
(as opposed to single words), which are link in question shouldn’t be taken a single long subpage that requires
more precise and unique and used to into account when evaluating the lots of scrolling, the page divided
generate site traffic. destination page’s link profile. The into several (or even many) shorter,
difference between a nofollow and numbered “pages” analogous to
a dofollow link is visible only in code. sheets of paper.
While positioning doesn’t exist exclusively in the context

of Google, when we speak of positioning, it is most often
within Google’s search engine.
Worth knowing…
It is worth noting that positioning is a time-intensive Any changes made with relation to on-site
process, and accordingly, divided into stages. A SEO positioning by the SEO specialist are reliant
specialist, at the auditing and strategy stage, will define on a set of factors, which include: page access,
the needs of the website being positioned, plan the security, individual arrangements with the client,
necessary actions, and brake them down into steps to be construction of the site itself and any technical limits
implemented. Positioning tasks can also be classified as it may have. In practice, not all changes are made to
on-site or off-site. every web page.
Do you need more information?

“40 SEO Lessons” Guide
SEO Glossary – over 300 terms!
2. Off-site SEO
Off-site work does not involve any changes to the site
1. On-site SEO itself. As opposed to on-site SEO, off-site work does not
require website access. It is most often associated with
the addition of new links pointing to the site. This is
On-site tasks focus on improving the web page itself. It is what is known as the backlinking process. Some off-site
generally referred to as web page optimization. The most parameters are beyond the positioner’s control, however,
popular on-site activities undertaken by SEO specialists are: such as the age or history of the domain.
• Optimization of the head section, such as Important off-site parameters include:

meta tags
• Work related to development and improvement
• Optimization of the page content itself
of the site’s backlink profile
• Optimization of graphics
• The competitiveness of the sector/industry
• Optimization of links throughout the page,
• The client’s activity level across various forms
• Optimization in terms of friendly subpage of internet marketing (articles, interviews,
URLs sponsored articles, etc.)
• Improvement of the page’s capability to be • The age of the domain

indexed by web crawlers
• The domain’s history
• Removal of unwanted duplicates
Off-site SEO primarily revolves around tasks related to
• Speeding up page functionality backlinking. SEO specialists audit a site’s backlinks, draft
• Redirects a linking strategy, and evaluate which existing links are
superfluous, or even potentially dangerous for the site,
• Possible expansion of the site itself and if necessary, remove them from the backlink profile.
Verseo AdBook 2022 / SEO 43

If a site is currently being penalized by Google (i.e.: is being Does SEO for services differ significantly from SEO for
filtered out) for a reason related to backlinking, the SEO e-commerce? There is no definite answer here. For work
specialist will work to remove the violation and resulting on the <head> section or page content, the backlinking
penalty. process should be similar (though link sources may
differ between the two). The differences will occur in the
Because every site has different requirements, we avoid approach to key phrase selection (the meaning of
categorically declaring that site X will increase their long tail phrases for e-commerce) or in the meaning of
backlinks by Y inside a month, or sticking to only one type phrases containing the city name, as well as introducing
of link source. data that facilitates linking the site with a given location.
Google emphasizes matching search results to locations

in searches related to services. This is based on the logical
Worth knowing… assumption that, if I am looking for “hairdresser Berlin”
and this is the query I type into the search engine, then
I am looking for to get my hair done in the German capital,
On-site and off-site SEO work together symbiotically.
and not, say, Düsseldorf.
Using them both usually yields far better results,
than when only one is used. It’s important, then, to make sure that there are clear
pointers within your site as to what location you want it
The order in which they are performed is also
linked with, for web crawlers to pick up. One very simple
important. When, in the course of an audit, we
method for linking your business with a specific location
notice that the site requires modifications related to,
is to include a physical address on the contact page of
for example, subpage addresses, we perform those
your site. If your business has branches in several cities, it’s
fixes first, and then work on backlinking. The rule of
a good idea to create a contact subpage (with a physical
thumb is that backlinking is performed on a site that
address) for each of them.
is already in good shape. This brings better results.
Worth knowing…
Local businesses can gain additional visibility in the

3. SEO for services and Google search engine by using the My Business
feature. While it isn’t directly linked to positioning
local positioning and doesn’yt show up in organic results, it can still
generate additional traffic to your site.
Need more info?

https://verseoads.com/local-positioning-seo-who-is-this-for/
https://verseoads.com/offer/search-engine-optimization/
local-seo-why-is-it-worth-it/
4. SEO for e-commerce
Positioning for services often involves local SEO. This

doesn’t mean that you can’t promote your services
nationwide, but it’s common practice to pair this with
positioning regionally, where these services are available.
SEO for e-commerce involves both on-site and off-site SEO. It
is often focused on ensuring visibility for long tail phrases.
Other aspects specific to SEO for e-commerce include:

• A large amount of content useful for • Match the style of your writing to the feel of the
positioning the site (product descriptions, page itself - you would use a different tone on a
categories and subcategories; a blog) company blog than you would on the FAQ, and a
different one still when describing products.
• Implementing rich snippets
(previously, structured data) • Add a few internal links - for example, you can
link to products you write about on your blog.
• An SSL certificate is mandatory (you can easily
tell if an SSL certificate has been implemented • If you use copywriters, take the time to come up
by the site’s URL — if there is one present, the with some clear guidelines for them to follow,
URL will begin with https://) and mutually agree upon a schedule.
• Ensure friendly URLs for sub-pages • Even the best copy means nothing, if it never
(if your e-commerce platform allows it) gets published. Don’t stick it in a drawer (or a
folder on your desktop) and forget about it.
• Dealing with external duplicates of product
descriptions • Click through your site and ensure that
everything displays correctly.
• Making sure that any offsite links in your online
store contain a nofollow attribute
• Properly implemented pagination, in order to

avoid duplicate content and title tags
Worth knowing…
• Minimizing sub-pages with 404 errors
• Redirecting non-working sub-pages to ones After adding content to the site, it’s a good idea to
that are functional (discontinued product make sure it displays correctly, so as to avoid any
pages, for example) unpleasant surprises. We’ve prepared a checklist to
help you with this:
Just as with service-oriented sites, it’s important to add Does your content appear on the correct
new content to your website. Aside from a new section subpage?
or blog, client reviews are a good way to accomplish
this. Aside from their role in SEO, they can also positively Is the text formatted properly and error-free?
influence purchase decisions. Does the font match the rest of the content on
the site? Are the headers the correct sizes?
Need more info? Are Hx headers correctly implemented?
https://verseoads.com/long-tail-keywords-what-are-they/ Is the subpage accessible to web crawlers?
Do all graphics display correctly and and at

the right size? Do they complement the text
5. Site content thematically?
Do all links (both internal and external)

The Google search engine is like an avid reader with embedded in the text work correctly?
developed tastes. They like original, interesting and
Do all extrernal links have a nofollow attribute?
expansive content on a web page. So how can you make
sure you cater to their taste with some tasty content? Does the additional content not interfere with
learning about your product offer?
• Distribute keywords throughout all your site’s
sub-pages.
• Make sure that you cover a given topic

exhaustively on one subpage; do it once and
do it well, without spreading yourself too thin.
This is the formula for success!
• Don’t take the easy way out and copy your

own text between pages - Google will sniff out
duplicates.

6. DIY SEO 7. The most common
SEO problems
Pros and cons of doing your own SEO:
Let’s be frank — SEO is a service that requires a great
It’s entirely possible to do your own SEO. This approach
degree of interaction between the client and the
has its pros and cons, which are covered below. We’ve also
specialist. This often means that it’s not only the tangible,
included two checklists, one that shows the minimum
measurable results that determine client satisfaction,
that should be done when you’re doing SEO on your own,
but the relationship itself: communication, mutual
and a second one with suggestions for what to add at the
understanding, timeliness, etc.
next stage.
Below are some selected areas that can become
contentious during the SEO process:
Pros: Cons:
• Communication problems — these can involve
• cost savings • time-consuming terminology used by both sides (language that’s
too technical, lack of a common vocabulary, etc.)
• no communication • could generate
or miscommunication in defining priorities for
issues additional costs
both sides.
• knowledge of the • the need to constantly
• Implementing site changes — deciding
promotional needs keep SEO skills up-to-date
which party is responsible for implementation,
and limitations of
• no perspective to be establishing, timelines for implementation, who
your site
gained from working verifies the changes, dealing any with additional
• fast reaction to with several sites costs that are generated, etc.
changes
• Difficulty in defining goals and setting realistic
expectations — these could be inadequate from
a budget standpoint, or with regards to the
Doing your own SEO — deadlines, or technical scope of what is planned.
the minimum for beginners:
• Technical problems with the site, down times.
Ensuring that web crawlers can • Problems with indexing by web crawlers —
index your site properly. missing elements that crawlers need,
unnecessary elements being indexed
Implementing analytics tools — (such as login screens).
Google Search Console and
Google Analytics (both free). • Difficulties with matching key phrases to the
site content, incomplete product offer on the site.
Optimization of meta tags.
• Lack of content with the necessary key phrases
Adding content to pages. on the site.
• SEO is not connected to other marketing activity,

Making sure your site is secure.
and there is a lack of communication in this
respect.
Further steps:
Optimize site code. 8. Best practices

Analysis of data from Google
Search Console and Google Analytics. We present below a list of 10 best practices related to SEO:
Internal linking. 1 Make sure your website is robust and complete.

It’s a good idea to present your offer on sub-pages
Speed optimization. dedicated to each category or product. Don’t forget
about a clear and logical menu! If you want effective
Evaluate results.
SEO, it’s best to avoid one page type sites.
2 Don’t forget about a properly implemented

SSL certificate!
Need more info?
3 Avoid duplicates — content, sub-pages, main
https://verseoads.com/free-seo-tools/ page, even the entire site, external and internal
https://verseoads.com/building-backlinks/ duplicates. Uniqueness is important not just
when it comes to people!

4 Pay attention to friendly subpage URLs. It’s best to
avoid using capital letters and diacritics. Correct
URLs have an impact on SEO and whenever
SEO Case Study
possible, it’s also a good idea to use as many
keywords as possible in URLs as well. A URL
such as h t t p s: // our-store.com/ /womens-footwear/ SEO Standard package
for e-commerce priced at
incorporates keywords, as opposed to one like
2000 PLN/month (€415).
h t t p s: // our-store.com /ladies/.
It’s also good practice to not let your URLs get

too long. For example, something like:
h t t p s:// ourcompany.com/about-us/our-team/
management/ is overly long, and could be easily
be shortened to something more friendly like:
h t t p s:// ourcompany.com/management/
5 Use Google Search Console and Google Analytics —

they are sources of very important information about
your site.
Removing or modifying site content — it’s worth

6
consulting any changes with a SEO specialist in order
avoid any drops in ranking or site traffic.
Increase in
Don’t shut your site down for holidays. There are better
website traffic*:
7
ways to communicate a temporary disruption in service
or communication that don’t interfere with the position
you’ve fought so hard for. Increase in
TOP3 keywords:
8 If you plan to build a new site or revamp your existing
one, it’s a good idea to talk with an SEO specialist about
* Comparison of results after six months, in October 2021.
making it SEO-friendly from the ground up.
9 Create an attractive 404 page — it can keep a potential

client from leaving your site. SEO Case Study
10 Maintain a blog or news section on your site and
update it regularly with new content.
Average cost of SEO:
3500 PLN/month (€723).
More resources
https://verseoads.com/offer/search-engine-optimization/
https://verseoads.com/offer/search-engine-optimiza-
tion/e-commerce-seo/
Best practices in practice

What is the best way to present these best practices? In
practice, of course, by taking a look at some case studies.
Increase in
website traffic:
Increase in
TOP10 keywords:
Porównanie wyników: październik 2020–2021 r.

SEO Auditing –
Check Your
Visibility Online!
Maciej Popiołek
Head of Content Marketing
Thanks to SEO auditing we can find out at what stage in

the positioning process our site currently is and establish
a roadmap for further activity — in terms of both time and
budget. Why, you ask? For better visibility and to spread our
wings, so to speak. Obviously!
48
The positioning of websites is probably the best-known months.
marketing activity on the internet. In terms of awareness of
its existence, only social media advertising comes close. If a few months have passed since work began, this
is a perfect time to verify if things are headed in the
At the same time, the mere recognizability of SEO right direction, and if our chosen strategy is likely
has little impact on familiarity with its techniques and to succeed. From a technical SEO point of view, the
methodologies. The average marketer may want to have first problems to tackle should be ones that can be
their site rank higher in Google, but has no idea how much remedied by making changes to the site itself. Working
work is involved, nor how many factors influence the final with content or backlinking requires a long-term
outcome. perspective, but technical issues can be diagnosed
and optimized beforehand. If work has been ongoing
There are roughly 300 ranking factors alone, which
for four months, and nothing much has happened, it
influence the position or rank of a website in search results
might be a good time to say: “Let’s check this out!
for a specific phrase. Additionally, each industry has its
own specific quirks and nature, its own unique clientele,
Of course, in some cases it could be 6 months without
certain ways in which the competition behaves, budgetary
seeing any results from what our SEO agency or
constraints, and even the intention behind its audience’s
freelancer is doing. At that point, it’s worth conducting
online searches — all this gives us an enormous amount of
an audit in order to learn how certain tasks have
potential to make a mistake along the way.
been completed and, in fact, whether they have
And then, on a white horse... the SEO audit arrives! been completed at all. It could turn out that your SEO
partner is incompetent, at which point its best to say
goodbye as quickly as possible.
When should you decide
Other times, an audit is conducted even if the SEO
on a SEO audit? specialist’s work is satisfactory, and provides a fresh,
external perspective. An external audit is sent to
In a company’s life cycle, auditing happens at several your agency or freelancer along with a request to
strategic points in time. Same with SEO audits. A few implement or comply with its contents, with the intent
moments are particularly suited for one: not to undermine the authority of the SEO positioner
but for the good of the project.
• A site launch of redesign, especially one that involves
a change in functionality — a site change or revamp A comprehensive review of all these activities, performed
often causes a disturbance in a brand’s visibility, at a strategic moment by an independent observer is an
especially if it is not conducted under the watchful eye excellent basis for planning further work. Thanks to the
of a specialist.. Changes in URLs, site layout, changes information in an audit, the planning of subsequent tasks,
or reductions in content... an experienced eye can budgets and timelines will be much easier.
make sense of the chaos and indicate areas that could
potentially interfere with ranking. In case of a site
launch (and not just a launch from scratch; refreshing ATTENTION:
a site or relaunching it with a new CMS also counts), it’s SEO audits as a tool for
a good idea to hand it over to a SEO specialist before intercepting clients
the public can access it. An evaluation of the solutions
involved and implementing any modifications during
Many companies out there use SEO audits as a tool for
the site development process will make not only the
taking over someone else’s clients. What this means in
positioner’s job easier, but also the developer’s.
practice is that they start the audit with the thesis that
• A sudden drop in visibility and a lack of search “things are bad” and then attempt to prove it. There
engine traffic — when a dramatic change like this are many techniques. You can exaggerate issues that
occurs, it is absolutely necessary to determine its have a marginal meaning when it comes to increasing
cause(s). So long as these fluctuations aren’t caused visibility. You can also cherry pick only those elements
by a change in the algorithm for that industry, which is to be audited that do in fact need to changed, thus
easier to detect (such as the well-publicized changes building a catastrophic narrative. It can also happen
in the medical branch which destabilized traffic on that that the person conducting the audit is unfamiliar
even the biggest health-related sites), issues affecting with your SEO strategy.
a single domain will require a more thorough analysis
and observation. This is why you must always remember: When
commissioning or analyzing a SEO audit, don’t be
• Unsatisfactory results from previously completed steered by your emotions. If a company is conducting
work, or the desire to check the work of an agency your SEO audit and want to verify their work, consult
of freelancer — another reason for conducting an the audit findings with your own specialist. There is
audit is often the lingering question “are we sure nothing wrong with this, and your current SEO partner
we can’t do better?” There’s nothing unusual there. may also gain valuable knowledge from the audit.
Positioning is a long-term process, but it’s human
nature that we can get impatient after just a few
Verseo AdBook 2022 / SEO Auditing 49

How much does a SEO audit cost?
Worth knowing...
The cost of a SEO audit depends, of course, on the scope
of the work. The more extensive the information we How much should your SEO audit cost? Quick tip:
seek, and the larger our site is, naturally, the more work
and analysis is involved. If you maintain a blog, a page with local services,
your site is just getting up and running or belongs to
A basic site audit costs an NGO, then a basic audit will be sufficient.
in the neighbourhood of €250.
If you have a small online store, a more extensive
An audit like this should contain the most important site offering services, any kind of page with online
information about how well prepared our site is for the payments or a corporate site with an additional blog,
SEO process. It takes into account key factors in terms of then it’s worth looking at the enhanced option.
technical optimization of the site, as well as its content
and backlink profile. If you have a robust site offering multiple services,
or an e-commerce site and are looking for holistic
knowledge on where you are and where you need
An enhanced audit comes in
to be heading, you may want to decide on the
at around €450-500.
advanced audit option. The final cost will be
This option combines the basic audit with detailed largely dependent on the overall scope and size of
information about links and an evaluation of the potential your site. It’s this type of audit that is most often
effectiveness of your keywords/phrases. An This type of chosen by our clients, as it provides a complete
audit will not only tell you what stage you are at in the image of their current situation along with a set
process, but will also point to strategies to use in deciding of recommendations, graded according to their
your site’s future trajectory. importance.
An advanced and exhaustive

audit will run upwards of €500.
What a SEO audit entails
This deluxe version includes everything that is in
the two lower tiers, adding detailed analyses of the Below is a quick explanation what actually
competition, keywords, visibility, keyword potential and goes into a SEO audit. :)
a list of recommendations for changes to the site.
1 Meta tag analysis — an evaluation of the elements
contained in the <HEAD> section of a page that show
up in Google’s search results. Correctly set up TITLE
and META DESCRIPTION tags will set up precisely-
Meta tag analysis chosen keywords and entice users to visit your site.
Elimination of duplicates An audit will also contain information about whether
these elements are saturated with keywords or not,
Page content analysis
whether the keywords are the correct length and
<HEAD> section analysis appear throughout the domain. Duplicates will also
Evaluation of correct subpage structure be indicated.
Verification of code on all subpages
2 Elimination of duplicates — the audit will also
Analysis of a page's indexability indicate every instance of duplicated pages,
Analysis of mobile functionality whether they are unredirected http and https
variants, copies in subdomains or duplicates created
Speed measurement
during site development that are now being picked
Analiza budowy strony
up by web crawlers.
Search console analysis
3 Page content analysis — extensive analysis of your
Standard backlink profile analysis
content to gauge its effectiveness – how useful it is to
Detailed backlink profile analysis users, how many keywords and phrases it contains,
Detailed analysis of keyword potential and a comparison against the competition.
Substantive content analysis
4 <HEAD> section analysis — beyond the TITLE &
Crawl Budget META DESCRIPTION tags, <HEAD> contains other
Detailed analysis of the competition important elements for SEO – META ROBOTS or
canonical links, for example.
Detailed site visibility analysis
Suggested changes 5 Evaluation of correct subpage structure —

~ €215 ~ €430 > €540
verification of access to pages, ease of use and
finding information as well as internal linking —

elements that are important not only for web 17 Detailed site visibility analysis — in the course
crawlers, but also for the comfort of your users. of an audit, a comprehensive assessment of your
site’s visibility is conducted, which requires the use
6 Verification of code on all sub-pages — finding of several independent tools. An analysis of the
errors in code, improper use of HTML or CSS resultant data gives a complete overview of your
elements, JS bugs that can impede page loads or pages’ visibility.
limit their functionality.
18 Suggested changes — the expanded audit also
7 Analysis of a page’s indexability — an evaluation includes a set of guidelines dedicated to your
of exclusions and restrictions for web crawlers that domain designed to improve your pages’ Google
could prevent data gathering. ranking. These suggestions pertain to all of the
elements mentioned above — choosing keywords
8 Analysis of mobile functionality — not just an
and phrases, distributing them throughout the
evaluation of a page’s responsiveness, but whether its
page, the amount and quality of text, your site’s
speed and functionality allow it to function correctly
loading times. The audit also includes suggestions
on the smaller displays of mobile devices, and with
for places that will allow you to diversify your
slower internet connections.
backlink sources, as well as places to link to that are
9 Speed measurement — page rendering speed also key to your particular industry.
affects the desktop version of your site; these tests
allow you to identify elements that slow down page
loading and to find solutions to eliminate these
problems. BEWARE:
Automatic and free SEO audits
10 Search console analysis — data gathered in the
Google Search Console lets you assess the status
A free or automatic SEO audit will NOT give you the
of your site in the Google index. Auditing older
same results as a paid audit.
domains without a GSC analysis will be incomplete
— the console provides detailed data on indexing by In order for free audits to be free, they use
crawlers, which is how Google really sees sites and a generator which only requires your site’s URL.
any errors it encounters. The document it will generate can be sent to anyone
interested in the results. It’s quick, problem-free and
11 Standard backlink profile analysis — conducted
free. So, what’s the catch?
similarly to GSC analysis, in the case of a domain
with a history. This analysis will determine which These audits are heavily standardized. They don’t
pages contain links to your domain, and what kind take into account any of the specificities of a given
of pages they are. site — for example, an architect ir interior designer’s
portfolio page can be assessed as “too graphics
12 Detailed backlink profile analysis — a more detailed heavy” because of the imagery contained on the site.
evaluation of backlinks lets you determine the
Neither do they take into account the technologies
dominant sources of links to your domain and an
used to create the site and their limitations. It would
assessment of their value.
more correct and fair to state that automated audits
13 Detailed analysis of keyword potential — an primarily evaluate your homepage and not the entire
evaluation of the keywords you have selected, based site. This is visible from meta tag analysis, which only
on the number of searches, clickability as well as refers to the start page.
Google search trends for your particular industry.
Free audits are also often used to bait clients... that
14 Substantive content analysis — in the expanded means you! You receive a few “free” pages full of
audit, we also provide information about whether colorful charts and text and feel obliged to pay for
your page contains essential data that allows users further services. Nu-uh! Remember that this really
to easily find key information they are looking for.. didn’t take them all day, and that there is a long road
We will indicate any deficiencies in descriptions between saying “thank you” and possibly hiring this
of products or services, as well as any necessary company for any potential work. :)
additions of technical data.
15 Crawl Budget — important for larger sites, this

element provides information about how many pages
in a given domain can be crawled by Google’s bots. Let us audit your site!
16 Detailed analysis of the competition — what do they You can try our advanced automatic auditor for free here:
do better that results in them being ranked higher https://seoaudit.verseoads.com
or being more visible? Analyzing your competition
lets you observe solutions that are effective for your
particular industry.

Content Marketing —
Attract and Retain Attention
and Profit!
Dominika Słomka
Content Marketing & LinkedIn Manager
Content Marketing plays an extremely important role in your company’s

marketing strategy! It’s thanks to Content Marketing that everything
your company does – its successes, the benefits of its services and
all that has value to a potential client can see the light of day, and to
appear everywhere, where the potential clients happen to. Not only
that, but in the most attractive version possible.
52
Content Marketing Glossary
ROAS RTM (Real Time Marketing) – Topic cluster –

(Return on Ad Spend) — marketing activities conducted in a collection of content distributed
this is the gross return on funds real time, which is characterized by a throughout various sub-pages of
spent on advertising. ROAS can be company’s rapid reaction to current your site that are concentrated
calculated as follows: (Revenue / Cost) political, social or cultural events. RTM around a particular topic.
x 100%. It can be used to determine tends to take the form of image or video
if our planned ad campaigns will be posts on social media that are a reaction
profitable. or reference to these situations. Of
utmost importance here is a fast reaction
time and relevance to the topic at hand.
You can use Content Marketing in many diverse

channels, such as: Content marketing
blog posts live video

(you have to start
somewhere)
websites blogs newsletters webinars
interviews podcasts
checklists case studies
short posts reports

(in social media,
social media YouTube other sites or for example)
internet forums
spreadsheets
guides
reviews
e-books
graphs
presentations
games & quizzes
through PR ...and many images
influencers more! contests
infographics
UGC –
Content Marketing is a process and a long-term strategy (User Generated
that assumes consistent delivery of attractive, valuable photos Content) or any
and bespoke content. This content serves to build your forms of content
own dedicated audience, who will regularly return to the collages related to your
product or services
source of the content for new information.
created by your
memes
clients or audience.
This content can take on many forms, so you are by no
means limited to simple blog posts (though they never go short video
out of style). It’s definitely worthwhile to make an effort ...and more –
formats
whatever your
at diversity in how you deliver content to your audience.
creativity comes
Some examples include: long video up with :)
formats
Verseo AdBook 2022 / Content Marketing 53

Building a Content Path to purchase
Marketing strategy What questions do our consumers ask?
Marketing objectives What type of

sofas do I like? Which arrangements
can I replicate in my
own living room?
Which sofa will
When planning your Content Marketing strategy, it’s best match the rest of Awareness
my furniture? What style
(looking for inspiration)
to begin by establishing objectives. Taking your business is currently
fashionable?
goals into account, your marketing goals also need to be What kind of living
room decor do I like?
What kind of sofa is
established. These could involvd things like increasing What colours recommended by my friends
do I like? or people I follow online?
your brand’s awareness or the traffic on your site or
blog, sales growth for a particular product or service, or Which sofas are easy
Do I want a two- or to clean and to maintain?
increasing ROAS. three-person sofa?
How much do I
Which sofa will
Interest want to spend?
Who is your audience? be the most

comfortable? (looking for a solution)
What accessories
are available?
The next step is getting to know your audience. Who What colour of sofa
will fit in the best Should I go for something
are your customers? What issues are they facing? Why with my decor? classic or more bold?
do they choose your brand (or not)? Lets analyze their

What accesories will
demographic, psychographic and behavioral attributes — Do I like this
model? be best?
their behaviours online as well as offline). Which brand

to choose? Was this sofa a good
choice for others?
How big is
this sofa?
Consideration How did others
of purchase use it in their
home decor and
How does
in what style?
Objectives Consumers it look?
Is it worth the
Will it match my What other products asking price?
other furniture? is the seller offering?
Content function How can I

Path to buy it?
Does the shop have
Content formats
purchase
positive opinions?
Subjects
Can I get it
assembled and/or
delivered? Purchase
Distribution Publication Does the seller

How is
communication
plan schedule and/or producer
have good opinions?
with the seller?
What kind of support

Do I like
did I receive during the
this sofa?
purchasing process?
The customer’s path to purchase Does it match Would I leave

the description
and photos?
Endorsement positive feedback?
This is the purchasing process of a potential customer,

analyzed from the perspectives of both the buyer and
What was the Would I recommend this
the supplier, or the company offering the product purchasing process like? sofa/sofa store to others?
or service. Usually, this process is comprised of five

elements: awareness, interest, consideration, purchase,
endorsement.
Analyzing your buyer’s every step on the path to purchase
yields a wealth of information about the problems and
challenges your audiences are dealing with, as well as the
Expert tip! inspiration as to how your product or service can help with
solving them.
Jumping to hasty conclusions from analyses is not Let’s take a look at an example, and assume that your
a good idea. If you decide to test various solutions, potential buyer is looking for a new, unique sofa for their
allow plenty of time for the tests you have planned, living room, and you have a vintage furniture store.
and always be checking which variants are not
performing. A/B testing can come in handy here. Taking into account all the questions a potential customer
asks on their way along the path to purchase, you can

Path to purchase Content distribution
Where do they seek answers?
A beginner in Content Marketing may often ask
themselves how to organize content on their blog,
architecture studios’
Facebook
social media profiles Facebook, LinkedIn or Instagram, publish videos on
groups YouTube, appear in external publications, and at the
Awareness Instagram same time following news from the world, because
(looking for inspiration)
accounts
what if there’s an opportunity for RTM — you can’t be
late for that!
blogs and websites inspiration on
dedicated to interior design Pinterest No need to worry; we’re here to help! This is how the
biggest content creators in the world distribute their
blogs and websites Instagram
content online:
dedicated to accounts
interior design
Youtube
sofa store Interest
blogs (looking for a solution) inspiration on
Pillar content
Pinterest
Facebook
groups Google
searches
Micro content
websites and Youtube

marketplaces
Pinterest Distribution
manufacturers’
Instagram through
websites
Consideration various channels
Google of purchase Facebook
Image Search groups
stores’ websites the store / manufacturer’s

(online i offline) Facebook fanpage
Pillar content
price comparison the store / manufacturer’s Let’s start with Pillar Content. This is the longest format,
websites Facebook fanpage
which we can use as a basis for creating micro content.
online
shops
physical
stores
A good example of pillar content is a recording of a talk
Purchase given at a conference, a longer video about an interesting
internet
manufacturers’
websites forums topic, or a report or case study. This form of content can
be used as a base from which we can generate dozens of
opinions on
Google and Facebook
contact with the store
(e-mail, phone, live chat, messenger)
smaller formats, depending on the platform we wish to
distribute them on.
online shops’
Micro content
websites
internet
forums
opinions on Endorsement And this is how we arrive at Micro Content. You can
Google
create a multitude of smaller formats from your base

the store’s store profiles in content that will reference and direct audiences towards
Facebook fanpage other social media
your Pillar Content. Taking a longer video as an example
of Pillar Content, you can edit it down to a podcast, or
use it as the basis of blog post or article on an external
more easily establish which channels they will be using site. Interesting snippets can be posted on social media
to search for answers, and in what for they are likely to as short videos, turned into illustrative graphics or
prefer them. Let’s analyze this in our example. even animated GIFs. If you Pillar Content happens to
be a report, then all you need to do is to turn individual
The above is an analysis of this particular situation. The elements into social media posts, gather some data and
questions and channels involved may differ drastically make an infographic, write a quick synopsis in article
for other types of products or services. form on a blog or present it in the form of an interview in
a newspaper or other media that the target audience will
be interested in.

Pillar content An action plan will also be useful here, to establish how
and with what type of content you can generate valuable
and high-converting traffic to your page.
How do we do it at Verseo?
Micro content & stories Articles
At Verseo, the Content & SEO teams work together to

create friendly pages and a knowledge base for both the
user and web crawlers.
What about Micro Content that’s already been

published?
SEO + Content
Test it, study it, analyze it, and make more! at Verseo
130k
120k 120,355
RECORD!
Pillar content 110k
100k
90k
80k
Sessions
70k
60k
Micro content & stories Articles 50k
40k
30k
20k
10k
0
08. 09. 10. 11. 12. 01. 02. 03. 04. 05. 06. 07. 08. 09. 10. 11.
2019 2019 2019 2019 2019 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
Reception of content by the community
700
Over
articles published
Micro content based on reception in 4 years
of content by the community
60% 300k
Content Strategy + SEO

After your first round of Micro Content is published, it’s 254k
a good idea to see what content works best, and what Currently,
50%
blog posts 51%
on most sites are basically separate
Share of organic traffic
200k
forms engage users more than others. You can gather units of content. Each post is tied to a key phrase and
the most information through direct interaction with answers some kind of question asked by users. The
Users
40% 40,5%
your audience — posing questions to publications or problem lies in the fact that without proper structuring
reading comments and discussions that appear under of this content, these posts will be 100k
rated lower by search
126k
your published material. These can make it much easier engines. This is why there is a growing trend towards
30%
32,6%
88k
to come up with new ideas for Micro Content that our topic clusters, which allow you to create a wider and
audiences will actually want. structured network of connections between individual
0 0
bits of content.
2018 2019 2020 2018 2019 2020
Content Marketing and SEO = an 60% 300k
ideal marriage! How can you get 254k

Share of organic traffic
50%
clients through expanding your

51%
200k
site content?
Users
40% 40,5%
Frequency of publication: 100k

126k
30% 32,6% on average, an article every 288k

days.
As we’ve known for quite some time, “content is king” in
Short expert posts at first, then progressively
the world of SEO. Content that you publish on your site 0 longer and more expansive.
0
and others is a key element of your positioning strategy. 2018 2019 2020 2018 2019 2020
It’s, therefore, quite important how you go about doing it.

0 0
2018 2019 2020 2018 2019 2020
rental costs, and similar topics. These blog posts provide

answers to specific questions as well as solutions to
problems related to the main topic.
Frequency of publication: How to create a pillar page

on average, an article every 2 days.
Short expert posts at first, then progressively Remember that users seek out information differently
longer and more expansive. than they did in the past. It’s not enough to rely only
on keywords that you want to position yourself for. The
most important thing is to precisely define your topic.
Topic clusters — what are they, exactly? How do you choose one? It can be neither too broad
nor too narrow. For example, for an internet marketing
Simply put, a topic cluster is a collection of content agency, “internet marketing” would be too broad a topic.
published on various sub-pages of your site, that is But a pillar page focusing on content marketing would
focused on the same topic. How coes it differ from the make sense. Remember that pillar pages should do the
previous method of organization? The main difference is following:
that there are always several clusters, each one dealing
with a different topic. Consequently each of these Be appropriate for your particular type of business.
clusters will feature different keywords and key phrases.
Reflect the interests and needs of your target
Why does it work? Because a thematically structured
groups (the more precisely these are defined, the
site lets browsers better “understand” the range of
easier your communication with them will be).
issues addressed in your content, the site is seen as more
trustworthy by Google, as the thematically linked content Answer key questions related to the key topic (though
mutually stregthens each other’s page ranking. What better yet, all questions) — all of these answers
does a topic cluster consist of? should be on one page, which will become a sort of
compendium.
A topic cluster is comprised of three basic elements:
Link to related sub-pages in such a way that a user
1 Pillar page — this is a page that is the heart of (and by extension, a search engine) could easily find
the cluster and is full of content devoted to the related pages that contain additional information and
cluster’s key topic. a wider spectrum of keywords.
2 Cluster content — content (generally blog It’s no secret that this very guide is also a form of
content) thematically related to the main topic, content marketing. We want to pass along our
and expanding upon it. knowledge, but also to build a community of marketers
around ourselves. Keep in mind that all content-related
3 Hyperlinks — internal linking between individual activity is a long-term process that also supports
sub-pages organized in such a way as for the links other channels, such as Google Ads, Facebook Ads or
to be considered valuable. Programmatic Ads.
What is a pillar page?
Let’s concentrate on the pillar page, as it is the key to the

entire concept of a topic cluster. What is it, exactly? It’s
a more elaborate page with a plethora of information
related to a topic relevant to your business. You will
usually find a few thousand words of text on one of
these pages, usually divided into sections that deal with
different aspects of the main topic. These can take the
form of explanatory text, or a pratical how-to guide. As an
example, a pillar page for a wedding hall could be devoted
to how to plan a wedding. The page would contain
information about how and went to begin the planning
process, what to pay attention to, how to choose a hall,
catering, etc. The cluster content, on the other hand,
would consist of related blog posts that concentrate on
things like the actual menu, attractions in the hall itself,

Facebook Ads –
Like!
Marta Starczewska
Facebook needs no introduction at this point. It’s the most popular social media
site on the planet, confirmed by 2.7 billion active users. It shouldn’t come as a
surprise, that the platform is constantly developing, so that everyone can find a
feature on the site that they enjoy and use. We can use Facebook to make new
contacts, write and comment on posts, form relationships, follow pages that
interest us, join groups, discover interesting events in our area, post sales ads,
watch live streams, or even support charity events... and so much more. Most
people know all these features very well. But not everyone knows the best ways
to use Facebook’s capabilities to advertise their business. We’ll tell you how!
58
Objective In 2014, big data analyst Michał Kosiński conducted
studies to see how much information the Facebook
• Increasing brand awareness algorithm could gather about a person using only their
activity on the site.
• Having users perform a certain action
It turned out that after only 10 likes, the algorithm
• Increasing the number of conversions knew us better than a colleague or acquaintance. After
analyzing 70 likes, it knows us better than closer friends;
after 100, it can beat our family members. After 300
How many people I will reach? likes, it knows us better than our own spouse!
(https://www.scientificamerican.com/article/the-internet-
It depends on the budget and targeting. Here in Poland
knows-you-better-than-your-spouse-does/)
there are over 20 million Facebook users (in a population
of 38 million). While that may seem a bit frightening, these results
vividly and accurately illustrate the potential and power
Facebook holds in terms of targeting. Such a large
Budget amount of data combined with an enormous number of
Depends on the advertiser. Costs can be determined users allows for the creation of very detailed and specific
setting a daily or total budget, or indicating how much we target groups that we can then reach with our offer.
are willing to pay to achieve the result we want (cost per
The difficulty that advertisers encounter on Facebook
conversion).
revolves around users that they reach with their
advertising are usually engaged in private pursuits, and
Complementary tools aren’t looking for their products or services. Based on
their interests, attributes or actions, however,they can
• Organic reach on Facebook be qualified by the algorithm as audiences, potentially
interested in an advertiser’s offer.
• Google Ads
• SEO
Worth knowing...
Worth knowing... The average Facebook user clicks on 12 ads per

month. Women click on more ads — 15 per month —
• Facebook is the third most frequently visited site than men, who click on 10. Almost 30% of users who
in the world (after Google and YouTube). clicked through an ad ended up making a purchase
at the destination site.
• Facebook is the second most frequently
downloaded app (second only to TikTok).
• 32,4% of Facebook’s users are 25-34 years old. While less expensive products are often purchased
spontaneously even if the brand is unknown, purchases
• Facebook users spend an average of of items that cost more are usually subjected to a longer
34 minutes a day using the platform. decision-making process. This is especially true when we
• 79,9% of Facebook’s user base uses it reach users who aren’t actively searching for a product
exclusively on mobile devices. or service at the time. This is why the default Facebook
attribution window is currently 7 days from clicking and
• 500 million people a day use Facebook Stories. one day from display. Facebook is often also on the user’s
purchase path, and even if it didn’t directly cause a sale,
Sources: https://www.emarketer.com/content/social-networks-see-
boosts-in-engagement-among-users-but-not-equally it may have contributed to the process.
https://blog.hootsuite.com/facebook-statistics/
https://www.facebook.com/
https://www.websiterating.com/pl/research/facebook-statis-
Example:
Upon seeing an interesting ad on Facebook, a user

becomes curious about the product and goes to the
website. Not being familiar with the brand or model,
the user will research it in Google. Comparing it with
Facebook Ads is more than competing products, they will check the prices, and finally
just the “Boost Post” button go directly to the store whose ad they saw in the first
place to make a purchase. So did they buy the product
Facebook’s advantage over other advertising channels is how directly through the Facebook ad? No. But did the ad
much it knows about its user base. After all, we volunteer contribute to the purchasing decision? Very much so.
information about ourselves to them on a daily basis! It was, after all, the ad that created the need to buy the
product while presenting an attractive offer that they
Verseo AdBook 2022 / Facebook Ads 59

• Reels
• In-stream videos
Instagram
ultimately decided to take advantage of.
• Mailbox
What objectives can you use • Stories
Facebook Ads for? Messenger
• Sponsored messages
Choosing an objective is the first step to be taken when

creating a Facebook Ads campaign. It is worth giving
some thought to your advertising strategy at this point,
and to consider why you want to achieve with it. • Native ads
• Full-screen ads
• Banners
Audience • Rewarded videos
Network
Finding the ideal target group

On Facebook, we can target ads to new users through
the following:
• Location – we can choose from a list of countries, states

or provinces, cities, or even pick a point on a map.
• Age and gender – we can specify an age range for

Awareness – this is an objective that is well-suited our desired audience, or choose their gender.
for branding, thanks to which you can reach a wide
audience at relatively little cost. • Interests and behaviour – based on their activity
on the site, each user has certain interests and
Consideration – contains several actions that you can behavioral habits assigned to them.
try to steer users towards.
But that’s not all! Aside from manually choosing targeting
Conversion – you need to have Facebook Pixel
methods we can also create target groups. These are
configured for these objectives, otherwise your efforts
made up of Facebook users who are similar to your
will not register in the panel. A conversion can be
current clients, by way of example. In order to create these
adding an item to the cart, making a purchase, or filling
kinds of groups, it is necessary to have Facebook Pixel set
out and sending a contact form.
up, or another source of data such as a client list.
Facebook also allows you to create remarketing groups in

Breakdown of Facebook Ads order to reach users who already know your brand. Thanks
platforms and locations to dynamic ads, we have the chance to do things like remind
a user about a product that they’ve already looked at on a
page, but hadn’t yet made the decision to buy.
• News feed
• Instant articles Drawing the user’s attention
• Right column
When looking at Facebook, how often do you stop to
• Suggested videos
Facebook read a post that consists of nothing but text? Most likely
• Marketplace
• Stories not that often, and it’s very hard for a text-only post to
stand out in the constant stream of posts. When using
Facebook Ads, with every view we are fighting for the
• News user’s attention. Without eye-catching graphics, eve the
• Stories best of text might not be noticed among other, more vivid
• Reels content.
Instagram
• Mailbox
• Stories
• Sponsored messages
Messenger
Image ads need to be of high quality, incorporate the Facebook
company logo and perhaps a short ad slogan. In order link post
Facebook
for a graphic to present well independently of where it’s ad/post 1200 x 628 px
placed, it needs to be prepared in three pixel sizes: 1080 x 1080 px Facebook
story
• 1080 × 1080,
1080 x 1920 px
• 1080 × 1920,
• 1200 × 628.
Ad formats It’s certainly worthwhile to present both your brand

as well as your product offer in various enticing ways.
We have the option on Facebook to choose many different Without proper testing, however, it’s impossible to know
ad formats. It’s a good idea to make your choice while for certain what type of ad will be the most interesting
considering the objective you wish to fulfill with your ad and convincing to which audiences. Below are examples
campaign. of some of the most popular Facebook ad formats:
Image Ads Video Ads Carousel Ads Collection Ads
A single graphic used Short, dynamic videos Using products as an This is a format that displays
to present a product, further draw the audience’s example, a carousel can only on mobile devices.
service or brand. It can be attention through moving show products on the basis It can combine image or
enhanced with a slogan or images and sound, which of a product feed, but the video ads with product
company logo to further allows them to stand out format is also useful to tell photos. After clicking on the
drive brand awareness. among a sea of static a story, or for a sequence ad, product photos appear
images that scroll by of images that create one that can be conveniently
in the news feed. They cohesive whole. It also browsed and purchased.
can be anything: videos, engages the audience for a
animations or creative longer period of time.
segments that demonstrate
the value of the brand.

Instagram
Bartosz Szukaj
Instagram is an American social media platform for sharing photos and

videos, created by Kevin Systrom and Mike Krieger. Facebook bought
Instagram in 2012 for roughly $1 billion (USD) in cash and shares. The
application allows users to upload multimedia content which they can
then edit using filters and organize via hashtags and geotags. Posts can
be liked and shared publicly or to a closed group of observers You can
also advertise your products and raise awareness of your brand. How do
you do it effectively? We’ll tell you how!
62
When did Instagram start? How many users does Instagram
have?
Instagram was launched on October 6, 2010, but the first
post appeared on July 16 of that year. Here it is:
In October 2020, the total number of active Instagram
users was estimated at 1.16 billion. The platform is most
popular with young people between the ages of 18 and 24.
Below is a more detailed breakdown by age groups:
55-64 65+ 13-17

3,9% 2,2% 8%
45-54
7,9%
18-24
31%
35-44
15,9%
25-34
31,2%
Source: https://www.statista.com/statistics/325587/instagram-global-age-group/
For perspective, Facebook had 2.14 billion users; TikTok

has 689 million.
Easily one of the most popular influencers on Instagram

is the soccer legend Cristiano Ronaldo. He has almost
How much is Instagram worth? 360 million followers whereas Lionel Messi has roughly
277 million.
in Facebook paid
1 billion dollars
for Instagram.
in Instagram was
estimated to be worth
100 billion dollars.
in Instagram generated
20 billion dollars
in ad revenue.
Verseo AdBook 2022 / Instagram 63

Instagram Ads
Interesting fact...
What are Instagram Ads?
This is the photo with the most likes on Instagram:
Instagram Ads are posts that advertisers can pay for, so
While the top influencers dominate in terms of likes
that they are displayed to Instagram users. Instagram ads
on their individual posts, the record holder happens to
and campaigns are created in the same management
be a picture of an egg that set out to break the world
panel (Ad Manager) as on Facebook. Instagram ads are a
record for likes in January 2019.
great option for the fashion industry (and related sectors!)
Similarly to Facebook, Instagram ads appear throughout

the app, including users’ channels, stories, and more.
They look like regular posts, but are always labeled as
sponsored to indicate that they are ads. They often have
more functionality than a regular post, such as links,
buttons (CTAs) and product catalogs.
Types of Instagram ads:
Photo Video Carousel /

Dynamic ads
These are the most popular

hashtags on Instagram in 2021:
Hashtag Views
#love 2.062 billion

#instagood 1.326 billion
#fashion 943.0 million
#photooftheday 908.1 million
#art 781.2 million
#photography 734.5 million
#beautiful 732.6 million
Stories Stories Canvas
#picoftheday 640.9 million
#happy 628.2 million
#cute 621.1 million

How much do Instagram ads cost? What is my objective?
The cost of ads on Instagram is dependent on many Consider your entire social media marketing strategy
factors, and so there is no meaningful average or when defining the most important goal of your Instagram
benchmark pricing. Some of these factors include: marketing campaign. Do you want to:
Your targeting Attract traffic to your site?
The competitiveness of your industry Get the most possible views of your new
product video?
The time of year (costs often rise around holiday
shopping periods in the fourth quarter, such as Increase brand awareness for your new business?
Black Friday)
Drive e-commerce sales, app installs or
Location (costs may vary between ads displayed registrations by email?
on Facebook and Instagram)
Once you define your goal, you can choose potential
formats on the basis of the objectives they support and
available calls to action. For example, Stories, IGT and
Reels are more suited to increasing the amount of video
views, and product and collection ads make more sense
Worth knowing..
for e-commerce.
The best way to estimate a budget is to conf igure

a draft version of your campaign in the Ad Additional resources:
Manager, and look for the Audience Def inition
and Estimated Daily Results modules. These will
https://verseoads.com/choosing-hashtags-for-instagram/
tell you if your budget settings will be suff icient to
reach your desired audience within your desired
time span.
Advertising on Instagram
For whom: Basic graphics formats for ads:
Beauty and Square Vertical

Fashion
cosmetics
industry (feed) (stories)
industry
1080 x 1080
Home & decor
industry Restaurants 1080 x 1920
Each case is completely different and dependent on many factors.

Budget and reach We can generally assume, however, that with a monthly budget
of roughly €450, we will have approximately 150,000 ad views.
euros / month views

LinkedIn –
Build your Brand Image
Consciously in Professional Circles
Dominika Słomka
Content Marketing & LinkedIn Manager
In terms of its user base, we could conclude that LinkedIn is less

popular than other social media platform. Taking into account,
however, who its users are — business people, employers and job-
seekers, businesses seeking partners and clients, business influences
and decision makers, all united on one platform — LinkedIn has the
upper hand. Simply put, it’s the place to be — in an ironed shirt and a
vision of where your business is headed.
66
million
million of business registered
users influencers businesses
worldwide worldwide million thousand
(worldwide) (in Poland)
“decision makers”, people

in management positions
of who are growing their
million recruiters of Polish businesspeople businesses and are eager
users regularly have a LinkedIn account – to evaluate new solutions,
in Poland use LinkedIn that’s 2.1 milion in Poland alone! tools and ideas.
A company profile 6 Specialties — just like adding skills to your private

profile. Their quality matters, as they have an effect
that others want to follow on SEO. Choose the ones that best summarize what
your company does.
LinkedIn Company Pages, which are companies’ profile
pages, can be created by anyone. You need to have a 7 Contact and company info — website address,
private profile from which you will log into your company industry, size of company, type of company and the
profile. LinkedIn Company Pages are highly ranked in year of foundation.
search results, and many people search for them directly
8 Office address (you can add all your locations here).
on the platform itself. This is good news for businesses, as
there are many functions and tools to set your business 9 Recommended groups — you can recommend up to
apart from the competition. Through your company’s three groups that you belong to, or that you formed
LinkedIn Page, you can realize several objectives: yourself.
• Build brand awareness 10 Additional functionality:

• Find potential clients (for B2B) Showcase pages — where you can present
your brands in detail. As an example, Microsoft
• Find business partners
maintains separate product pages for Microsoft
• Employer branding / Company Culture, Word, Microsoft Excel, etc. You create this type of
page in a manner similar to company pages. .
• Find new employees
Product pages — here, you can show off your
products on LinkedIn, for example: e-books,
You should formulate your communication strategy on
courses or business tools.
the basis of your objectives, and choose relevant LinkedIn
functionalities to go along. First of all, what should 11 Other additional functionality includes the
LinkedIn Pages include? possibility of publishing PowerPoint presentations,
PDFs or Word documents in your posts and adding
1 Company logo — uploaded as a 300x300 px image. hashtags.
2 Background photo — the suggested size is

More than one person can manage a company page; they
1536x768 px
simply need to be added as administrators. These people
3 Company name and overview — in your overview will have access to analytics for the page (visits, updates,
(limit: 120 characters) you can specify your company’s observers) as well as posts that appear on it and alerts,
mission and purpose, or use an advertising slogan. or information about who mentioned their company and
when, or reacted to any of their content. Publishing and
4 CTA Buttons — a new addition to LinkedIn Pages forwarding by employees of any posts that appear on
that’s worth trying out are call to action buttons: their company’s page is good practice — it’s one way to
Contact us, Learn more, Register, Sign up, Visit grow the company profile more quickly and to gain expert
website. Depending on where you want to direct status by those publishing the content.
potential customers, choose your button and link it to
your website or landing page. It’s not just about your company’s LinkedIn Page
(analogous to a Facebook fanpage) but the personal
5 Company description — this one should require no profiles of employees who play a major role in building a
further explanation. Just like you would on your own brand’s image and establishing a contact network, which
site or other channels online, describe what your translates into potential clients.
company does, and what is the best way to get in
touch (in 2000 characters or less).
Verseo AdBook 2022 / LinkedIn 67

Premium accounts — how to get Sales Navigator — for those looking for an effective way
to find clients. This subscription can be for an individual, a
one, and is it worth it? team, or an entire organization. Individual pricing includes
a free month, then a monthly fee of $99 per month per
If you plan to use LinkedIn for business purposes, you’ve seat or $959.88 per year per seat, if prepaid.
no doubt considered one of the paid Premium options.
LinkedIn offers four types of Premium Subscription. Profiles with a Sales Navigator subscription are
3 times more likely to fulfill their sales plan.
Below are the plans you can choose from, depending on
your objective: 20 InMail™ messages
Begin important conversations with important clients even if
they are not in your contacts.
Premium Career — for job-seekers. The first month
is free, and after that switches to a monthly subscription Who viewed your profile
priced at $29 per month, and $239.88 annually if you pay for Check who was interested in your profile in the last 90 days.
the entire year up-front.

Sales information
Find out important information about your companies and clients, such as
Candidates with a Premium Career subscription are, personnel changes, company development, etc.
on average, hiredt twice as fast.
Unlimited searches
Direct messages to recruiters View an unlimited number of profiles in search results and recommended
Contact any recruiter directly, or any recruiter who’s published profiles, up to 3rd degree connections.
a job offer, thanks to 5 credits to use on InMail.
Advanced searching with Lead Builder
Find decision makers and make lists of the most suitable candidates using
Who viewed your profile advanced search filters.
Check who was interested in your profile in the last 90 days,
and how they found you.
Recommendations and saving potential clients
Find the right people quicky, and save them to stay current.
Recommended Match
When you apply as a recommended candidate, recruiters
can see that you stand out.
Recruiter Lite — this subscription plan is for
organizations whose objective is to quickly find and hire
Video online training courses
Gain the most sought-after business, technology and creative skills new employees. It’s the most expensive tier, priced at $140
thanks to courses on LinkedIn Learning, taught by leading experts a month ($1440 annually if prepaid).
(available only in English, French, Spanish, Japanese and German).
Advanced search lets you find and unlimited number

Candidate information of 1st, 2nd and 3rd degree connections.
Find out how you stack up against other candidates.
30 InMail™ messages
Get in touch with everyone and save time with templates.
Premium Business — for professionals looking for more Who viewed your profile
Dowiedz się, kto był Tobą zainteresowany w ciągu ostatnich 90 dni.
functionality than the basic account, and who wish to
expand their network and manage their online reputation. Advanced searching
Find profiles of the most suitable candidates using advanced search filters
In this case, the first month is also free, then the monthly created especially for recruiters.
subscription fee is $59 ($575.88 annually if pre-paid) Unlimited searches

View an unlimited number of profiles in search results and recommended
profiles, up to 3rd degree connections.
The profiles of Premium Business members are
viewed, on average, 6 times more often. Good suggestions
Take advantage of recommendations while expanding and honing your
pool of candidates.
15 InMail™ messages
Get in touch with anyone on LinkedIn, even if you’re not
Automatic client tracking
Track candidates and open job offers through Projects
in their network.
Integrated hiring
Manage your entire pool of candidates in one place.
Who viewed your profile
Check who was interested in your profile in the last 90 days,
and how they found you. Recuiting-oriented
The key functionality of LinkedIn, geared towards recruiters.
Video online training courses

Gain the most sought-after business, technology and creative skills (Please note that all pricing is in US dollars and for the
thanks to courses on LinkedIn Learning, taught by leading experts
(available only in English, French, Spanish, Japanese and German). USA, where LinkedIn is based and is presented to give an
approximate idea of the costs involved. Worldwide pricing by
region varies and needs to be confirmed individually.)
Business information
Receive information about business development and trends.
If you plan to begin sales on LinkedIn, it’s a good idea to
consider who in your organization will have a Premium
Unlimited searches profile. Certainly not all employees will need one to
View an unlimited number of profiles in search results and
recommended profiles, up to 3rd degree connections. perform their assigned tasks, but anyone responsible
for contact with potential clients or partners is likely to
require one, or at the very least benefit from one by letting
them work more efficiently.

Premium plan overview: There are three types of ads on LinkedIn:
1 Text ads
Plan:
These appear at the top or the right side of the page while
Private browsing browsing the site. The can only contain a company logo
(ideally 100x100 px), a short headline (25 characters) and 75
characters of text. There are four types available, differing
Info about candidates
from one another in size and shape: square, tall, horizontal
and long.
Direct messaging
2 Sponsored content on LinkedIn

Who viewed your profile
Ad with
Unlimited access to
a single Job offer ad
LinkedIn Learning
photo
Viewing an unlimited
number of profiles
Graphic
Event ad
ad carousel
Business information
Advanced search
Video ad
Autonomous interface
for sales tools
Nonstandard lists of
Contact forms – the two types of ads above give you the
potential clients & accounts option of creating contact forms, automatically filled out
with data from LinkedIn. This way, you can easily generate
Recommendations and
leads direct from the LinkedIn site without having to bring
saving potential clients
users to another page.
Updates and alerts
in real time
3 Sponsored InMail messages
Oriented towards
hiring/recruiting These ads appear in the inboxes of people belonging to
a group selected by you on LinkedIn. You can choose a
Automatic conversation ad, which is a message that a user can reply
client tracking
to, or you can choose to make the message clickable only.
Integrated hiring
4 LinkedIn has also introduced dynamic ads:
Good suggestions • Follower ads — these ads aim to increase

the number of people observing your profile.
InMail message credits 5 15 20 30
• Spotlight ads — these ads direct traffic to a

site by presenting a product, service, event,
news bulletin, or other types of content, with
Advertising on LinkedIn — a clear call to action directed to your target
what are your options? audience.
• Content ads — these ads encourage your

So, you’ve analyzed all your options on LinkedIn? Great! target audience to download a guide or other
You’ve made your decision to advertise there? Even content created by you or your organization.
better! What do you absolutely have to remember? The
campaign manager’s account has to be linked to your
company profile — you can easily do this through your
own profile if you’re the administrator of your company
account.

Twitter Ads –
#Short, #Concise
and #ToThePoint
Monika Praczyk
There are over 1.3 million accounts registered on Twitter. Every

day, more than two billion questions and roughly 164 million ads
appear on this social media site. This is proof that Twitter can
easily be used to build up your corporate image and long-term
relationships in B2B and B2C sectors. Check out how to do it
right, and tweet with delight!
70
billion of verified
registered accounts belong
accounts to journalists
of companies employing
more than 100 people
have an account here
active
users of all B2B companies
per month use Twitter for
digital marketing
million
of all active
billion users tweet
queries per day by phone
tweets of all video views

per day are on mobile
devices
million
ads displayed is the average

every day time spent on
Twitter
million minutes seconds
Source: https://www.telepolis.pl/ • All statistics are for the year 2020.
Twitter in a nutshell
Twitter is a social media site with a characteristic bird in
its logo that flapped its wings for the first time in 2006.
Its main goal is rapid exchange of information, in the Did you know that...
here and now. This is accomplished through short posts
known as tweets (limited to 280 characters) that can be Tweets with images are noticeably more popular than
augmented with hashtags, links, photos, or videos. Other those without any additional material. Tweets with
users can comment on them, or share — retweet — them. images mean:
Since November 2020, Twitter also has something akin to • 36% more
Stories, known as Fleets. They can take the form of text up clicks on the post
to 280 characters long, videos, animated GIFs or photos.
• 41% more
They are viewable on mobile devices (1080x1920 px in
retweets
vertical format). For now, Twitter doesn’t allow publishing
or viewing Fleets on the desktop. • 48% more
adds to “favourites”
Fleets can’t be shared or liked in the standard way. You
are limited to using one of seven emojis, or sending the • 31% more
author a message (if they haven’t blocked the Direct visits
Message functionality). It is important to note that we only • a 33% increase
have 24 hours to do this. After this time period elapses, in visitors’ conversion rate
the Fleet simply disappears. (Please note that since this
AdBook came into being, Twitter has discontinued Fleets, • a 55% increase
and it is unknown if they will be coming back.) in potential clients
The site’s greatest initial popularity was with politicians Data: blog.hubspot.com
and journalists. The latter group still makes up a significant

part of the user base. As many as 24.6% verified accounts
belong to representatives of the Fourth Estate, and by way
of example, the most popular authors of tweets in Poland
are TVN24 and TVP Info (both nationwide TV stations),
Newsweek Poland and the Chancellery of the Prime
Minister of the Republic of Poland.1 1
Source: https://www.telepolis.pl/
Verseo AdBook 2022 / Twitter 71

Twitter Ads — instant info The 9 commandments of proper
Marketers are increasingly noticing the power of paid ads Twitter communication
on Twitter. They are an ideal tool for Real Time Marketing
What else do you need to focus on while tweeting and
as well as communication in times of crisis. They are also
creating paid advertising campaigns on Twitter, or using
excellent for creating personal brands and crafting a
the platform as an extension of your PR activities?
company’s image as an expert in its field. According to
studies by www.websitehostingrating.com:
1 Choosing the right target group.
2 Using all the functionality the platform has to

Almost 66% of businesses offer.
that employ at least 100
people have a Twitter 3 Good budget management.
...and uses it for
account...
marketing 4 Choosing ad creative that aligns with your
purposes. users’ preferences. Add an image, a GIF or
a TikTok and significantly increase user
engagement! You can even broadcast a live
video, if you have something interesting to
77% of Twitter users are of the show the world.
opinion that the brand builds a
5 Concise and high quality messages.
positive image by interacting with
Shorter = better.
its users.
6 Hashtags; they organize threads and topics.
7 Showing your organizations human side.

When you invest in Twitter ads, you can reach a wide and
well-suited audience. According to iab.org.pl: 8 Subtle winks to your audience; small in-jokes.
„Twitter is used by over 6 million users in 9 Activity; publishing regularly and interacting
Poland, with 1.5 million more men visiting with your users.
than women (according to data from
March 2019). 81% of all Twitter users make
use of the mobile app. Almost 70% of
Twitter’s users are aged 18–34”.
The most popular ad formats
on Twitter
This data comes from Poland, but Twitter is a global social
media with constantly growing users base and can be Building a solid and engaged community around your
used as an effective marketing channel in most countries. brand on Twitter is, simply put, worth it. Thanks to
Twitter ads, you can reach a large number of recipients,
This is valuable information for determining your customer
build brand awareness, increase your site’s reach and
profile and the details of your campaign. Targeting is quite
generate more leads, all of which will consequently
precise (demographics, interests, observing accounts,
contribute to better sales results.
keywords, and emojis).
Twitter is also financially beneficial – you pay only for
The platform is valued for its practical nature. There’s not
the effects of your marketing activities. Collecting data
much room for fluff here. Information must be presented
will allow you to additionally measure the results of your
quickly and concisely. By extension, when building your
marketing activities as well. Nothing but positives!
advertising message here, you need to reduce it to its
essence. Since we know that it’s worth showing off your business
on Twitter, let’s check out how. Twitter Ads include
several formats to choose from. You can achieve the most
Did you know that... spectacular effects by combining them.
• Promoted tweets — these build engagement

Twitter content is indexed by Google, which means and maximize your message’s reach. Paid tweets
it’s visible even to unregistered users. are displayed to friends and defined groups of
recipients. In other words, your potential clients.
They will see these tweets on their timeline, at the
top of their search results and in mobile apps. Billing
according to the CPM model means that fees are

charged based on views. Twitter partially automates
campaigns to increase their efficiency. A short post
Advantages of Twitter Ads –
can be enhanced by a link or a photo. summary
• Promoted accounts – recommended for when you
Short and to the point — as befits Twitter! We may not
primarily want to gain followers and build awareness
fit this summary inside 280 characters... but we’ll do our
for your brand. You will be served to potential
best to come close.
audiences on their timelines, and in suggestions and
search results, as “worth observing”. The “follow”
button will quickly direct them to your page.
• Promoted trends – ideal for larger, special marketing Targeting

actions. These are rapid marketing campaigns, with a 24
Precise and detailed. Thanks
hour time limit. Your phrase or hashtag will appear in the
to this, our advertising can
current list of most popular topics. Your post will appear
reach audiences that are truly
as “promoted” on the right.
interested in your offer.
Tweet your offer — Keywords

ads on Twitter Thanks to hashtags, we can
reach people whose hearts start
beating faster at the thought of
your products or services.
Costs
Low, especially compared to all
the other major sources of
traffic.
Fees based on results

This can reduce costs even
further. You know what you’re
paying for.
It’s worth mentioning that any content published on

Twitter is indexed by Google. Thanks to this, they can be
found by people interested in your brand even if they don’t
have a Twitter account themselves. This procedure greatly
increases the chances of reaching potential customers.
The recipe for success? Stay current, write engaging text

and enhance it with worthwhile #hashtags, tailored
to your specific Twitter audience. This way, you can
disseminate more elaborate material that you create as
part of your content marketing strategy.
Whether your Twitter activity brings you closer to your

objective or not, can only be ascertained through precise
analysis. But if you follow your target group, stay active
on your channel, actively interact with your followers and
participate in the right conversations, you’ve got a very
Source: https://twitter.com/baristabar
good chance of succeeding already!

TikTok
Bartosz Szukaj
TikTok is a video sharing app that’s similar to Snapchat and

Instagram. It allows users to publish 15-60 second clips, usually
accompanied by music or dialogue. As is standard, users can “like”
the videos, search for them by hashtags and share them with others,
including their clients (both current and potential) in order to
strengthen their sales and promotional capabilities.
74
Origins1 Availability
TikTok started out as Musical.ly, which became popular
as a lip syncing app. The Chinese company ByteDance
bought the app in 2018 and relaunched it with additional
functionality.
Apple App Store Google Play Amazon Appstore
Since then, its popularity has exploded, and it’s gone on
to become the most downloaded app in the world in the
first quarter of 2020. It’s been downloaded by users over Is there advertising on TikTok?
2 billion times, and its user base consists primarily of kids
and young adults — 41% of its users are between 16 and 24
Yes, the platform offers several types of ads to businesses,
years old.
to help entrepreneurs reach their target audiences. While
TikTok Ads are paid, it’s free to set up an advertising
account in order to configure your ad campaign according
The most popular types to your budget and schedule. The minimum TikTok
of TikTok content include2: campaign is roughly $500, and $50 for an ad group.
Lip-sync
The creator dances while

pretending to sing, imitating the
original performer.
Stand-up
A short comedy routine. Source: https://www.tiktok.com/business/en/inspiration/mercedes-benz-14
Are TikTok ads for

Demonstration every type of business3?
Showing off some kind
TikTok is suitable for just about any kind of business,
acrobatic, dancing or sports skill.
though not all are able to use it successfully. TikTok
is best for businesses looking for a large and highly
engaged audience. The average engagement rate on
TikTok is 29%. It’s worth noting that 90% of TikTok
users check the app more than once a day, and send
Tutorial an average of 52 minutes in it every day. This makes
TikTok the number one platform in terms of user
An instructional video. The most
engagement.
popular tutorials are for make-
up and household tips. TikTok is an especially attractive solution for companies
whose products are targeted towards youth, as 50% of its
global user base is under 34, and 26% is between 18 and 24.
It is possible, of course, to reach other age groups as well.
Stream TikTok is also an excellent choice for businesses with

global audiences. The app is available in 150 countries
Live coverage of an event.
and in 70 languages.
If your audience fits into any of the above categories, your

business should receive excellent returns on ad spend
with TikTok!
1
Source: theguardian.com
2
Source: wikipedia.com
3
Source: leadsbridge.com
Verseo AdBook 2022 / TikTok 75

Pinterest Ads –
Pin Your Audience’s
Interest to Your Brand!
Monika Praczyk
This US-based social media site currently inspires over 478 million
people per month, and this number is always increasing. The
site with the characteristic P logo revolves around sharing visual
materials – images, GIFs and videos of practically any kind. The idea
is simple — they are to enrich our daily lives. This is an ideal space to
generate needs and interest in your products without being pushy.
It would be a sin not to not take advantage!
76
active users
per month
is the age range of
million most of the audience.
of users
made purchases based on
website content
of new users
worldwide
are women.
of pinners
discovered a new brand or
product on the platform
Ad revenue for 2020:

of users check
the app at least
(up 48%
once a day.
billion from 2019)
Sources: https://business.pinterest.com/pl/audience/ • https://www.openmobi.pl/public/raportpinterest/
Pinterest — the ins and outs

of the visual browser
This digital board came into being in 2010. It functions as
a virtual photo album where you can pin photos, videos, or
even things like recipes. It can contain advice, proven DIY
tips or any other materials that we can use to beautify our
interiors. Both literally and figuratively.
According to data published by Pinterest, the platform

attracts mainly people interested in topics such as interior
design, fashion, travel, culinary topics, beauty (in its
broadest definition) and sports. This is where they seek
inspiration and ideas that they can bring into their home,
their closet or out to the field. Everything is organized and
catalogued, and the ability to quickly return to your saved
inspiration increases the chances of bonding with a brand.
Currently, only registered users have access to the

platform. What this basically means, is that if you don’t
have a Pinterest account, you will not have the privilege of
interacting with the wealth of inspiration within. What’s
important, registration is free. You can also pair your
virtual cork board with an existing Facebook account.
Advertising on Pinterest
The platform aims to serve only sophisticated content,
well-suited to the actual tastes of its user base. This
is also true with regards to advertising. Pinterest’s
motto that’s found on their business page states:
Verseo AdBook 2022 / Pinterest 77

“Stop interrupting. Start inspiring.” This rules out any Since we’re on the topic of getting going, we might decide
messaging that clashes with the dominant aesthetic. to use some of the pins available to us:
This is a big plus, both for you and for your potential • Standard Pins — composed of images or video.
customers. It’s better to invest in advertising that has
a good chance of reaching a well-profiled group, than • Rich Pins — these automatically synchronize
trying to do it blindly. This alone greatly increases the information coming from your site with your Pins. They
chances of real interest in your offer, and consequently can be recognized by the additional information above
an increase in sales of your product of service. and below the image on closeup and by the bold title in
your feed.
Some objectives that your Pinterest campaign
can achieve: Types of Rich Pins:
Increasing brand or product awareness (visibility). • Product Rich Pins — you can include up-to-date
pricing, availability info, or a product description on
Arousing the interest of potential customers , which these Pins.
leads to consideration of a purchase.
• Recipe Rich Pins — here you can add a title, portion
Conversion — online sales, signing up for sizes, preparation time, ratings, diet suitability as
a newsletter, registration. well as an ingredient list for any recipe from your
own site that you wish to create a Pin for.
Increasing offline sales.
• Article Rich Pins — these let you add a headline or
Advertising on Pinterest’s virtual billboard, then, may not
a title, a description and the author of the article or
only positively influence engagement and increase brand
blog post from your own site.
awareness among your audiences, but also result in a
tangible increase in sales. Any Pinterest user can use Rich Pins free of charge. But
what about ads?
How much does it all cost? According to Pinterest, the
cost of conversion is 2.3x lower here than on other social
media, with a return on investment that’s twice as high.
Simply put: it pays to advertise here.
Source:
Pinterest H&M i Titanwise
Especially since...
of all users
bought products
that they found
on Pinterest
It won’t come as much of a surprise for Facebook Ads

users that Pinterest ads are also auction-based. You set
the maximum amount you want to pay per view, and end
up paying whatever your winning bid is.
How to get started —

a simple recipe for success
You can start your adventure on the world’s most inspiring
site quickly, easily and trouble-free, both as a private and
professional user (the platform differentiates between the
two, with business and personal accounts). All you need to
do is register, and you can get going right away.

Pinterest Ads — formats Pinterest Ads — is it worth it?
• Standard promoted pins — attractive and attention- Since 2019, Pinterest has allowed advertisers to manage
getting images that tend to be the most popular their own campaigns. Is it worth using this medium to
with audiences as well as advertisers. Sponsored pins communicate with current and future customers? And if
can only appear in the main feed, either vertically so, why? There are quite a few reasons.
oriented or in the form of a square. Both the image
itself and its level of quality are important. For vertical • Pinterest is one of the most popular online sources of
images, Pinterest recommends a 2:3 aspect ratio, inspiration.
which ensures that your Pin won’t be clipped. Pro tip:
• It enables easy and direct access to audiences
your images should be consistent with your brand
interested in your product.
identity and incorporate your logo. Remember that the
bottom right corner will be covered up by a Pinterest • Little competition.
icon. Keep your titles and descriptions simple and
straightforward. And here’s one more tip, but a very • Relatively low advertising costs.
important one — make sure that the link attached to
• Generates site traffic.
your pin is active and leads to the page you want to
direct users to! • Customer support during the purchasing process.
• Videos — these can last from 15 seconds all the way • Increase in sales.
up to a minute, but it’s the first moments that decide
whether they will catch users’ attention. Remember • Building a brand image on expert authority.
that some users don’t have their sound turned on,
so it’s a good idea that your videos contain some • Directly feeds a user’s imagination through imagery.
explanatory text. The cover — the opening image of
• Access to analytics and reports.
the video — should be as eye-catching as possible. This
increases the chances that someone will click on it
That’s not all, though...
and will want to find out more about your product or
service.
Pinterest is the
most effective Facebook by 33%
• Carousel pin — these consist of 2 to 5 images that method of directing
users can scroll through. The maximum file size for the traffic to a site.
Twitter by 200%
images (PNG or JPEG) is 31 MB. The suggested aspect It beats:
ratios for optimum display are 1:1 or 2:3.
Source: https://www.openmobi.pl/public/raportpinterest/
• Collections — display in mobile newsfeeds. They

consist of a primary image surrounded by three There’s no need to convince anyone about the
smaller ones. The maximum file size is 10 MB. It is also importance of diversifying your budget across different
recommended to use standard Pinterest aspect ratios social media channels.
here.
From a user’s perspective, what’s important is tasteful and
subtle ad messaging. This is one place you won’t find pushy
ads or out-of-place slogans. One of the guardians of taste is
Stores on Pinterest an AI, used in optimizing Pinterest’s internal search engine.
Product Pins added to a board can be enriched with Furthermore, you can set up audience targeting in the
metadata and formatted so that people visiting Pinterest ad panel. Very precise targeting lets you define your
will know that these products are available for purchase. audience’s interests based on their pins, where they live,
These Pins also contain information about pricing and their gender, the device(s) they use to access Pinterest
availability, as well as product names and descriptions. and keywords, or it allows you to simply focus on
marketing.
In some cases, Product Pins can be marked with tags
like “Bestseller”, if that particular product happens to be What else? Pinterest campaigns don’t look like typical
among the best selling products, or “Popular” is that pin campaigns. They’re highly aesthetic, and the mark
happens to be among the Pins most often clicked in its indicating sponsored content is unobtrusive. This means
category. that a user scrolling through the site only sees interesting
and eye-pleasing imagery. Sometimes, they may not even
This is an excellent solution for online stores! know that they are looking at an ad.
This shouldn’t irritate them, but rather increase the

possibility that they will become interested in the product
being show. It’s a win-win for both sides!

Google My Business –
The World Wants
Your Virtual Business Card
Monika Praczyk
Your business cards, document folders and even the branded pens
from your company are beautiful, but it’s time to retire them to the
“analogue” drawer. In a world dominated by the internet and online
shopping, a My Business account and a virtual business card is one of
the most important promotional tools you can have — plus it’s free!
72% of your clients confirm — it’s worth showing up here!
80
This information is displayed in the search engine (organic
results) as well as in Google Maps. This means that a
potential customer can easily (and at light speed) find the
optimal way to get to you. Google’s advanced algorithms
guarantee a precise match with search phrases, taking
the user’s location into account. Their chances of getting
to know you and your product better just increased
significantly...

Do you need coffee filters? Looking for shoes for the
fall, or someone who will repair last year’s for you? It 88% of people use Google Maps to find companies’
doesn’t really matter which. Before you start feverishly addresses. Almost 78% of them will visit a store that
running around in search of what you need, chances are same day, and 28% will buy the product they were after.
you’ll probably take a look online first. You’ll type your
query into Google’s search form. How can we be so sure?
Statistics don’t lie!
According to a report prepared in June 2021 by statista.com,

What should a Google virtual
Google is the unquestioned global leader in search engine business card look like?
popularity. A 92.47% market share speaks for itself, right?
Google is where we’ll look for all those burning questions First and foremost, it’s a collection of basic information
keeping us up at night: about your business. You should seek to maximize all the
possibilities for promotion this free tool gives you. You can
• How do you use a safety mask?
use it to get a higher rank in search results, and generate
• How to make a Christmas present tag or an Easter interest among potential customers. When optimizing
card? your Google business card pay attention to:
• How do you set up online banking? 1 Opinions — perception is reality! After every
successful transaction, ask for a recommendation.
...and so many, many more — including, of course,
Five stars and a few kind words is enough to
questions about products and services. Are you a
encourage potential clients to get to know your
business? If so, this is the moment when the light bulb
business better.
should turn on above your head. Can you connect the
dots? Link your business activities with Google. Promote 2 Key phrases — words that hold power within your
yourself and gain new clients every day, without investing industry. Use them in colorful descriptions, posts and
significant time or money. comments.
3 Posts — consistent, interesting and filled with

What is Google My Business? valuable information. What should you write about?
Your products, for one, or what sets you apart from
It’s a free profile of your company which contains all your competition. Organizing an event? Gearing up
the most important information about your business for a hot sale in your e-store? Your audience needs to
presence. Your virtual business card contains: know about this!
• Your business name 4 Images — good quality images consistent with

your brand’s style will attract clients. Remember
• Opening hours
to include your logo! Think about adding images
• Address of your company’s office or space. Google claims
that business cards with photos and virtual
• Contact info
walkthroughs attract twice as much attention!
• Customer opinions
• Comments
Business cards that contain
• Photos
photos and virtual walkthroughs
• Accepted payment entice customers to make
methods a purchase 29% of the time.
Verseo AdBook 2022 / Google My Business 81

Google My Business — Your opinion is important to us...
who’s in charge here?
The basic details that appear in your virtual business card
should always be up-to-date. Did your store change its
opening hours? Inform your customers!
Before you open up a new location the Google algorithm

may automatically make the modification for you, but
it’s a good idea to check your Google My Business profile
regularly and manage any changes being made, or make
A happy customer is likely to not just come back, but to
them yourself. This way, potential clients will always have
encourage others to make a purchase! What’s the moral
the most current information about your business.
of this story? This is the kind of customer you need to woo,
Editing is done from your Google account. If you are and his opinion doubly so. This opinion will impact:
not the account owner (say, an former employee is the
• Search result rankings
person with the password), ask for the login credentials.
You can get them either from the previous account • Trust from other customers
admin, or through repeating the verification process
• Site traffic
and giving yourself owner or manager access. If the
verification is successful, you will regain control of your • Support of the purchase decision
profile. You will then be able to edit it, promote your
company and reach clients. According to intle.pl:
• In Poland, as many as 78% of clients check a store’s

opinions before deciding to make a purchase.
• 70% of internet users confirm that they trust the

opinions of other users.
What does this mean in practice? That before anyone

decides to put your product in their virtual basket or
Log on to:
set foot in your physical store, they will most likely read
www.google.com/business
some opinions online. This is why you must always strive
for reviews that confirm the quality of your offer and
Enter your business’ professionalism of your service.
name and address.
How do you deal with negative reviews? Don’t remove
You will receive a postcard with them! The best thing to do is to respond — politely and
the verification code at the constructively. If you made a mistake, apologize. You
address you specify. should also offer some kind of direct contact and take
action to hopefully rectify the client’s negative view of
Choose your business category your business.
and fill in your contact details.
According to a study entitled “The Value of Online
Customer Reviews”:
Wait for the card from Google.
After receiving the verification, opinions increase

postcard, verify your business conversions by
by entering the code in your
Google Business account.
and by
for lower-priced for more expensive

It’s worth pointing out that sometimes quick verification
products products
by phone or via text is possible. The method most often
used, however, is a postcard with a code sent by mail. In
this case, you’ll need to be patient!

A better rating means a higher Google My Company statistics
position in search results Be sure to always check the following:
There’s (at least) one more reason to collect positive 1 How customers find your business card
review, besides your sales and image. They will inevitably
increase traffic to your site. Published comments can also 2 Search terms
be picked up by web crawlers, and that will definitely have
a positive effect on your SEO. 3 How clients find your business in Google
4 Customer behaviour
“Any business with a physical address should
5 Route queries
have a Google My Business profile. While the
possibilities depend on the industry they are 6 Phone calls
in, it’s always an additional source of traffic
that, if optimized correctly, will generate 7 Photos
conversion.”
8 What your business is known for
Maciej Czyż 9 How customers find your company profile

Senior SEO Specialist, Verseo
Case Study
Take a look at some statistics — Google My Business –

important data Why it’s worth it
Industry: e-commerce
Optimization of virtual business card

in May 2021
Optimization was carried out mostly to the
Business Profile and Products tabs
in accordance with a strategy designed
by an SEO specialist.
The summary below is based on a comparison

of data during the same period in 2021 and 2020.
In the Google My Business admin panel you will find a

“Statistics” tab. Treat it like your favourite, if you take Interaction with
analyzing user interaction with your virtual business card your business profile:
seriously. What do you gain? First of all, priceless
information about the behaviour of your customers and
anyone interested in your offer. Number of people
who displayed your
business’ profile:
What data should you keep an eye on, and why? For one,
keep track of how many people found your company
online, and through what type of searches (direct, indirect, Number of searches,
by brand). You will be able to profile your customers, that resulted in your
business’ profile
which lets you better tailor your communication. being displayed:
Stats also cover search terms that people use to find

you. Including them in your posts and descriptions will
improve your positioning.

Landing pages –
Your Good Place for
Maximizing Conversions
Andrzej Bieda
Chief Marketing Officer, Landingi
How do you show the best face of your business? By directing visitors to a
landing page! This is a page that exists to draw attention, present important
information and to encourage the user to take action. Downloadable
e-book? Webinar sign-up? A new product announcement? Choose, profit
and achieve even better results. Here’s how it works in practice!
84
Traffic, even in the tens or hundreds of thousands, can If we take the risk of directing traffic from a paid ad to
easily be wasted. How? All you need to do is to direct our company site, we leave them with too many chances
your visitors to the wrong page. Blindly redirecting traffic to stray from the path that we would like them to follow,
in paid campaigns is a mistake that can cost you an even if they are directed to a subpage that is thematically
immense amount of money without a single benefit. related to the ad, and not the main page.
There is, however, a place where you can always direct traffic
generated by PPC campaigns to achieve even better results.
This place — or rather places — are dedicated landing pages.
Instead of writing a guide about how to explain to your

boss that all that money for paid campaigns that didn’t
amount to anything is gone and still keep your job, let’s
concentrate instead on how to properly direct traffic
so that revenues generated by the campaign exceed
expenditures. Let’s start at zero — the beginning.
What is a landing page?

A landing page is a simple web page, created explicitly for
use within an ad campaign. Users who make the decision
to interact with an ad are redirected to this page. After
clicking on the ad, the user lands on a page that contains
content created expressly for this situation.
Landing pages are characterized first and foremost A defining characteristic of a landing page is its
by an absolute focus on a single goal. You can create simplicity, a total focus on a single objective and a lack of
landing pages designed to generate leads, drive sales, distractions. Things like external links, clickable partner
or register users for an event. Always pick a single one of logos or navigation at the top of the page shouldn’t have
these objectives, if you want to maximize conversions and a place on a properly designed landing page.
optimize the costs of acquiring new clients.
How does this simplicity work? Your landing page is like
offering your thirsty clients a glass of refreshing lemonade
Remember that the highest conversion on a directly into their hand, whereas your website is like a
landing page happens when you design the supermarket they have to enter, take a cart, walk around
page in such a manner that the user can trying to find the product they want, then line up at the
perform only one action — which is, of course, cash register to buy it.
the one that leads to your desired objective.
Landing page or website?

While no one in their right mind will question the
necessity of a standard web presence in the form of a
website, in a marketing context, it turns out that it is often
not enough. Compared to a landing page, it’s overloaded
with content and not specific enough.
A typical company website can consist of dozens of sub-

This is what makes landing pages significantly more
pages: a company blog, help centre, price lists, online
effective than a classic web presence. But there’s one
store, contact pages, etc. Many of these pages serve their
more thing.
own specific goals: the main page might encourage users
to register or get in touch directly, whereas the blog’s role There is a reason I referred to dedicated landing pages
is to retain the attention of visitors and to present them in the introduction. Every PPC campaign that you create
with valuable knowledge that will serve to strengthen should have its own landing page. Some might even
their relationship with the brand. The online store is there have more than one. This way, there is no need for any
to sell products. compromises — no looking for existing sub-pages that
might be somewhat relevant to the ad, or reworking
Verseo AdBook 2022 / Landing Pages 85

One of our recent landing pages achieved a conversion rate of over 46% —
a result that would have been impossible on a classic web site.
existing pages to make them fulfill yet another objective.

Step Two: Choose a template
A dedicated landing page is 100% consistent with the ad,
which means an even higher chance for conversion.
Landing page creators usually offer a library of ready-
While landing pages don’t grow on trees, I can assure made templates. All you need to do is modify them
you that you are more than capable of building your own slightly for your purposes, and you can enjoy a
faster than it would take to pluck some fruit from an professional-looking landing page of your own. You can
actual tree. find over 300 templates at Landing, which are grouped
into categories for ease of use: you can choose based on
marketing objectives or even different industries.
How do I build Of course, there is nothing to stop you from rolling your
my own landing page? own from scratch. Use the drag & drop interface to build
your landing page like playing with building blocks – drag
Just like you need a ladder to reach the fruit that’s up on an element from the left and place it wherever you want.
the tree (unless you have really long arms), you will need Each of these elements is editable to suit your particular
a landing page builder to create your landing pages. This needs.
is an intuitive tool, which will allow you to create pages
ideally tailored to your campaigns without any need for
programming knowledge.
Step Three: Create content
No idea where to get a landing page builder? Try out At this stage, you know what you want to communicate to
Landingi totally free for 14 days and see if it’s the solution visitors to your landing page. It’s time to get your content
for you! ready: a header, a CTA, a list of features, or customer opinions.
• Let’s start with the header – remember that this is the

Step One: Define an objective starting point of your landing page, but if you write it
poorly, it may well be the finish line for many users. Keep
If your landing page links up with a marketing campaign, continuity between the copy in the ad and the header
it should lead users down the same path that the ad has content (this is known as message match). The texts don’t
directed them to. Your objective needs to be clear at the need to literally be continuous, but they should relate
planning stage, so that you can ensure every element to one another. If, for example, you promise the highest
along the way works towards it. quality large format printing in your ad, don’t make your
header about how you are the most popular printer in your

city; no one is really terribly interested in that fact if they’re
looking for the highest quality prints.
• Next, you’ll need a CTA – either on a button or as part

of a form. Since the Call to Action is the last step before
conversion, it’s worth your while to come up with a good
one that motivates the user to perform the action you
want. Stick to the golden rule: make your CTA describe
what happens after the user clicks the button: “Register!”,
“Add to Cart!” or “Sign up for updates” are excellent
examples of clear and unambiguous calls to action.
• Tell your visitors how much your product will change

their lives – but don’t go overboard, either. It’s best to Step Five: Optimize
communicate all this in a few points, and to make sure
that you’re communicating only the most important A finished landing page is a bit of an oxymoron — you can
features and benefits. always find an element to improve, and the behaviour of
users visiting your page will tell you how effective your
• Ask your customers for opinions – social proof of equity
landing page actually is. What can you do to get more out
is one of the most compelling arguments that can attract
of your landing page?
potential clients to your offer. Opinions mean that someone
has already had experience with your product or brand and A/B testing is a sure-fire method to test several variants
has walked away satisfied. If you are just starting out and of a page element. Want to know if your current CTA
don’t have access to customer opinions, because no one converts better or worse than another one? Set up a test
knows you yet... then it’s best to just leave that section out and see which one users are clicking on. You can use the
altogether. There’s only one thing worse than no customer same method to test out headers, photos, or even colour
reviews: false reviews. schemes. Remember to only test one element at a time, in
order to get clear and consistent results.
Did you know that in 2014 as many as 88% of

consumers admitted that they trust online
Only 44% of businesses2 use A/B testing,
opinions? Trust in online reviews is dropping
which is surprising, considering how easily
nowadays, which is it’s important to publish
you can use them to increase conversion
only legitimate reviews, accompanied by real
on landing pages. Start testing your page
names and photos if possible.
elements and join this clearly better-
prepared minority!
Step Four: Create the graphics

Now, all you need to do is publish your landing page, direct
If you’re using ready-made templates, 90% of your work your campaign traffic to it and (while periodically tweaking
is already done. Adapt the landing page layout to your and improving elements as necessary) count leads, draw
needs, add your own photos, images, icons, company logo conclusions and... start working on your next campaign
or videos. Make sure to pick an appropriate colour scheme with its own dedicated landing page. Good luck!
— one that matches your product and the ad that brings
people to the page you’re building.
Avoid overloading the landing page with excessive visual

elements. The more images, videos or animations are on
your page, the longer it will load. Most visitors don’t have the
time to sit and watch an empty browser window slowly fill
with elements as they load. Before placing any images on
your landing page, optimize them for size, and think about
whether every single one of them is absolutely necessary to
communicate what you need to your potential clients.
Remember to build your landing page for

mobile devices as well. Most global internet
traffic these days comes from smartphones 1
https://www.statista.com/statistics/277125/share-of-website-traffic-coming-
and tablets — in the first quarter of 2021, from-mobile-devices/
mobile accounted for 54,8% of all traffic! 1 2
https://www.invespcro.com/blog/the-state-of-ab-testing/

UX –
Make a Good Impression!
Kajetan Maciak Anna Tratnerska

Web Analytics & Head of Business
UX Specialist Development
In a nutshell, user experience (or UX) is the study of user behaviour and experiences
in the course of using a product (which most often happens to be a website). Its goal
is to ensure that the experience of using the product, or in this case the website,
is a positive one and meets the user’s needs.
This approach, already employed as far back as the 1970s, is what drives and
influences the impressions your site’s users will have. The three axioms of UX are:
simple, clear and pleasant. Of course, a little sales success doesn’t hurt either!
88 88
UX Glossary
A/B tests – CRO (Conversion Heat maps –

A/B testing involves having Rate Optimization) – A heat map is a visual presentation of user
two different versions of This means any activity that engagement. It lets you see what elements of your
a web page be viewed by increases the number of site most attract a user’s attention. The map is
an equal number of users. actions undertaken by a user generated on the basis of clicks and cursor movement.
Version A is the control on a given page (signing up Thanks to colour coding you can precisely mark the
version, the same as the for a newsletter, purchasing areas which are most prone to interaction. The degree
current/original, whereas B a product or service, leaving of interest is shown through a colour range, where
is a variant with a proposed your contact details, etc.) areas in red are the ones that attract the most interest,
modification. and blue the least.
A/B
Over
is how much the

The conversion rate controlled online
for a page can experiments
of all companies
increase thanks are conducted by
of all companies conduct A/B to simple A/B Amazon,
is the site tests on their A/B tests Booking.com,
tests.
conduct A/B element that is campaigns significantly Google
tests on their tested most in paid search * Marketing Experiments
impact changes and Facebook
website often. results. Report (2019). in organizations. every year.
What is A/B testing? verify if either version led to a more efficient realization of an
objective, or if a particular version of a site is more attractive
to the end user and contributed to a desired conversion or
We live in constantly changing times. Some changes bring us
action on their part.
benefits, while others quite the opposite. It can be said that the
constant drive towards excellence and increasing efficiency A/B Testing
is the sign of our times. It’s worth remembering, however,
that optimization is a process requiring effort, patience and
consistency. 50% Version A (Control)
100%
Where can you get ideas for improvements and predict how traffic
they will affect how your users see your site? These questions
50% Version B (Challenger)
can be answered with A/B tests. Simply put, they are
comparisons between two different versions of the same
web page. The A version is the original, and the B version is
the same page but with a proposed change. What can be tested?
Often, the changes being tested are slight, yet can bring
Google conducted its first A/B test 11 years ago. enormous benefits… or losses. The process should always
Today, over 77% of businesses claims to be using begin with a hypothesis that the actual test will verify. The
this type of testing on their websites. first step is identifying the problem that you want to solve.
Next, you should identify what you want to test, and what
changes you will implement.
A/B tests are also known as split tests, and consist of putting
two versions of a page next to one another: the original These decisions are usually made by a User Experience
version A and modified version B. Both variants are then specialist, based on their knowledge of analytics,
displayed to the same number of users. The total number of standards, UX studies, the psychophysiology of users as
users tested is arbitrary, though too many users can make well business factors. As a rule of thumb, the following
the decision process unwieldy. The A/B test is designed to should be tested first:
Verseo AdBook 2022 / UX 89

colours titles descriptions number & Mistakes to avoid in A/B testing
order of
links in Professional testing, including A/B tests, requires precise
menu
planning as well as patience. Throughout the process of
designing and conducting your test,s remember the key
rules of testing. This way, yourtest results will be reliable and
conclusive. Check which errors to be most wary of to avoid a
loss of your company’s time and money. Here are some tips
graphical method of and best practices:
presenting site data
and its hierarchy (UI 1 Test one modification at a time – don’t change
images CTA & content architecture) several page elements at the same time, as you will be
unable to determine which of them had an impact on
These are, of course, just examples, as absolutely any conversion.
component of a web page can be tested. It’s worth noting
that the path to conversion is built from many elements,
2 Test iteration – don’t interrupt testing, even if your
objective is quickly met. Don’t give up testing, if it’s
and each of them contributes to the formation of users’
quickly apparent that the changes you introduced
patterns of behaviour. Depending on the choice of
bring worse results than the original version. Each test
elements, some tests may require more work and
is a wealth of data and knowledge, whicho you will be
preparation, while others will need less. Note however, that
able to use in further testing.
every effort is likely to be rewarded.
3 Correct timing – testing should last one full business
Why is A/B testing worth it? cycle of your site.
Achieving the highest conversion rate possible from sales, 4 Working with the right traffic – if you are making
generating leads or contact forms received is undeniably changes to the desktop version of a site, remember to
what every e-business strives for. This is why your site test only on desktop users, and not to include mobile
should be continuously improved and optimized. A/B tests traffic in your statistics.
can help in making decisions about which improvements
are worth implementing, and which ones aren’t. With their 5 Constant parameters during testing – modifying any
help, youcan also see if proposed changes will affect your parameters during testing is a classic and effective way
bottom line in a positive or negative way. This process is to destroy the integrity of your statistics.
known as CRO, or conversiom rate optimization. Below are
6 Inspiration, but not copying – the internet is full of
a few arguments as to why experimenting with various
case studies and examples of tests that resulted in
versions of a web page is a good idea:
spectacular results in raising conversions. Remember,
• It’s an inexpensive form of testing that gives quick and however, to never copy them directly. Every site, every
easy to interpret results. industry and even users are different and what worked
for company X may not necessarily be relevant to
• Thanks to A/B testing you will find out what content, company Y’s site.
colours, shapes and layouts are most appealing to your
users. 7 Ego traps – when running tests and comparing data,
be wary of a fallacy known as “confirmation bias”.
• Testing helps achieve a better return on investment, Intuitively, everyone wants for “their” version to be the
and to minimize the rejection rate, thanks to which best one, and looks for data to confirm this. It is crucial
their costs are quickly recouped. to remain objective!
• In e-commerce, A/B tests show exactly how much 8 The test must be administered in groups of users
revenue grows thanks to site improvements. similar to one another in terms of devices used,
gender, age, location, ratio of new to returning users,
• Tests are also a good method of distancing yourself channel sources, etc. This is how Google Optimize
from ego traps such as “I think this colour will look categorizes tests. Fluctuations of as little as a few
better” or “my friends don’t like this page element, so percent can generate erroneous data.
I’m sure the users won’t, either.”
9 In order to draw correct conclusions from tests, it is
• Test results can influence user engagement. important to work from correct data. This is why
analytics must be set up correctly. Always check
• Test results can translate to an increase in the average
all your settings, objectives, conversions, channel
cart value.
groupings, etc. before you start testing.
• Tests can also contribute to an overall increase in sales.
10 Before you begin a new test, implement all the
Tests also deliver irrefutable proof of the validity of the changes changes from the one prior. Every test should be
you are implementing and can be used to support your choice conducted on the most recent version of the site
in front of your team or superior(s). They are also certainly a possible.
valuable element of any documentation, and a basis for future
optimization processes.

11 Don’t implement any changes on a page (or subpage) implementing changes and planning subsequent tests
that is being tested while the test is in progress. needs to be maintained.
You will risk displaying the test version erroneously,
thus generating erroneous results. If youdefine the The final challenge may lie in defining approprate test groups.
problem you are tring to solve poorly, it’s less likely that It’s quite common for the group being observed to be too small,
your test will be successful. Draw on the knowledge and for conclusions to be drawn too quickly. In order to avoid
of experienced UX specialists to correctly identify the randomness in your test resiuts, it’s important to set a reasonable
basis and form of the test you want to conduct. number of users and sessions. It’s also worth noting that there
are online calculators for defining optimal sizes for test groups.
Interpreting the results

Case study, or miracles in practice
Once you’ve formulated your hypothesis, create your test
versions and conduct the actual test, the final thing you Results: changing the background and font colour
need to do is to interpret the results. This is a crucial stage, in the menu bar (desktop and mobile)
as this is what your desicions about what changes to
implement on your site will be based on.
After changing the menu bar to #ECECEC (light gray)
and the rollover text colour to #575757 , the conversion
How can you be sure that a particular version is the best one? If
rate increased by 82%.
a test version achieves worse conversion results than the control
version, it’s always a good idea to extend the duration of the test, The test version generated 43 more transactions
perhaps by a week. If the trend continues, this is a sign that the than the original.
idea being tested won’t be successful and increase conversion.
The test version generated over 67% more income
At that point, is is worth considering the next round of testing.
compared to the original.
In the opposite situation, when the test version achieves

Conclusion: we recommend making the changes
better conversion results than the original, you should
introduced in the test version permanent.
continue with daily analysis of reaching your objectives, to
be sure that these successes are consistent. If favourable
results continue for several days in a row, it’s probable that Test 1: text and menu bar colour change (desktop)
they will remain like this. In this case it becomes evident
The test consisted of changing the menu bar colour to
that the change is worth implementing.
a more subdued one, which doesn’t draw the user’s attention
away from page elements that lead to conversion. Along with
It’s good to be careful with pages that have many
this change, the text colour is also modified.
conversions. For example, a modification could result in a
higher e-commerce rate on the site, but the value of the
Original Version 1
transactions could simultaneously plummet. Ultimately,
in spite of users finishing their visit with a purchase more
often, the overall revenue descreases significantly. Another MAIN PAGE MAIN PAGE
example could be a situation in which the number of
transactions falls, but the number of individual orders
through forms, which are much more profitable, increases.
These are just a few scenarios that we’ve analyzed at Verseo

while testing our clients’ sites in the last month alone! This
is why it’s so important to use the services of an analyst
when interpreting test results. Summary
Conducting A/B tests is an important element of creating

A/B testing challenges a business for those people who seek to grow and improve
their site and maximize conversions ( CRO). There are plenty
You don’t simply wake up in the morning, knowing exactly
of tools to facilitate testing and data gathering, such as:
what you want to test on your site. Deciding what is to be
changed and in what manner requires thorough analysis. • VWO • AB Tasty
There are many tools that can help, such as statistics, • Swiftswap
• Optimizely
conversion funnels, exit pages, heat maps, clicks, recordings
• Google Optimize
of user sessions, or up-to-date UX reports. It is also important to
carefully analyze the users visiting the users who visit your site. Remember that well-run tests will allow you to implement
many conversion-boosting site improvements and allow you
Formulating a hypothesis is not an easy task. Precisely
to outperform your competition. This is the strategy used by
identifying the problem is crucial, as only then can you count
the biggest players, such as Amazon or Google. You can, too.
on a successful test. The problems that you want to solve can
In fact, you should.
be identified with the help of analysis conducted beforehand.
Don’t neglect A/B testing. It is an ongoing process that
Another challenge is nurturing a testing culture, which is
requires planning and integrity. Also keep in mind that in
to say maintaining the structure of the entire process. In
spite of what many articles will claim, tests are not a crystal
order for the testing efforts to not have been in vain, the
ball that will reveal the future. Changes occur continuously,
cycle of data analysis, creating hypotheses, designing tests,
and so testing needs to be ongoing.

You’ve Got Mail –
E-mail Marketing!
Eliza Gniadek
Content Designer, FreshMail
There is multitude of forms advertising can take in 2022. Every marketer

and reader of this AdBook knows this. So, does old-school email
marketing still make sense, or should “grandpa email” retire to his
rocking chair in the age of influencer marketing, precisely targeted ads,
and ever-improving algorithms and artificial intelligence? Does email
marketing still make sense in 2022? Let’s find out!
92
My answer shouldn’t come as a surprise. E-mail marketing Social media
is still going strong and offers plenty of possibilities!
What’s more – it draws from the achievements of other Paid campaigns in social media are also a good method
marketing channels. It’s worth taking advantage of this! of building a worthwhile mailing list. In order to
But... how? make your campaigns even more effective, it’s worth
offering something in exchange for signing up for your
newsletter... perhaps a discount on a future purchase?
How to start out with excellent A nice bonus gift? Let your imagination be your guide;
e-mail marketing? anything goes!
A mailing list of e-mail addresses is absolutely fundamen-

tal in e-mail marketing. How do you get one?
Offer something in return for signing up

for your newsletter
Do users like to give out their e-mail addresses left and
right? Not really. You will need to create something that
will give them some kind of benefit for signing up to your
newsletter, also known as a lead magnet. In B2B (business-
to-business), educational materials work best, such as
webinars, e-books, or reports. In the case of B2C (business-
to-consumer), one of the most popular techniques is
offering a discount in exchange for signing up, but you can
also offer free delivery for orders above a certain amount, or What are the advantages of
an interesting consumer guide.
e-mail marketing?
If you’ve already invested the time in building a
mailing list, sending out newsletters and regularly
communicating with tour audience, you are no doubt
interested in possible returns on your investment.
Worth knowing...
Studies show that email marketing is responsible

for up to 20% of all transactions made online,
whereas sending a mailing out to an individual
Singing up via your site customer literally costs just pennies. This is why
a single euro invested in email marketing can yield
The simplest way to build a mailing list is to place a static as much as €42 in profits1.
sign-up form on your website. In order to be sure that these
static forms will work and draw users’ attention, be sure to
place them in a prominent location, create a slogan that will Organic posts will reach, on average, 2-6% of your fans.
convince people to sign up, and don’t forget about a button That’s as if you worked hard to plant a hundred saplings,
that prompts them to complete the form (CTA – call to action). and only a handful grew into trees. With e-mail marketing,
you can count on an average Open Rate from the teens
to as high as 30-40%, and the harder you work, the
more dedicated the community you will be able to build
around yourself. You will have real autonomy – you are
not dependent on any algorithms. And your mailing list
A pop-up can be as much as a few hundred percent belongs to you, and only you. If you want to learn how to
more effective as a static sign-up form. conduct excellent e-mail marketing, I recommend the
FreshMail Blog, jam-packed with inspiration and concrete,
substantial knowledge.
Another good option is a pop-up. By offering worthwhile
content, discounts, coupons and the like, you can
successfully convince users visiting your site to stay in 1
https://www.litmus.com/blog/infographic-the-roi-of-email-marketing/
touch. Find out more about how to use pop-ups.
Verseo AdBook 2022 / E-mail Marketing 93

E-mail marketing is also an excellent solution in other
applications:
Is e-mail marketing for you?
Are you still wondering if e-mail can be an effective tool
• It builds brand loyalty and trust.
in your industry?
• It supports other tools well, such as content
marketing, SMS marketing, or social media — thanks E-mail is, first and foremost, an excellent marketing tool
to them, we can build a community of people for every kind of business that operates online.
genuinely interested in our content and products.
If you are offering any kind of SaaS (Service as a
• E-mail is an excellent channel for generating sales. Subscription) and your tool requires the user to gain any
Working with one client, we proved that even with a kind of technical knowledge before using it, e-mail is
mailing list of users who are not extremely active, we perfect for lead nurturing campaigns. You can use them to
can yield 9100% return on our investment! build your image as an authority in the field as well as trust,
which plays a significant role in these types of services.
Case study E-mail marketing for e-commerce, on the other hand,

can constantly be boosting sales.
Dr. Tusz hired us to take over the strategy and
management of his e-mail marketing. Below are the
basic assumptions, and more importantly — the results
that we were able to achieve.
People who sign up for newsletters spend up to

128% more online than those who don’t.
Description of FreshMail
campaign for Dr. Tusz
The graph below shows which channel is most effective
Strategy: in terms of obtaining new e-commerce clients. Note that
mailing list segmentation based on e-mail marketing is at a level similar to paid search results.
behavioral data (gathered from the website
as well as via email)
50%
Natural search
Mailing frequency:
once a week
Paid search
25% Mail / newsletter
Mailing list:
over 30 thousand clients
Social networks
Display
0%
styczeń 2015 styczeń 2016 styczeń 2017
Visit share by marketing channel (US)

Source: Adobe Analytics
Every euro spent on e-mail

marketing translates to = ROI If you’re building your own personal brand, e-mail will let
€91 in online sales
you assemble a loyal group of followers you can introduce
your products to. You won’t need to become dependent
The average conversion rate
on algorithms that limit your reach and with each passing
per client via the newsletter:
year make it harder to reach your fans.
The average conversion rate

per inactive client:
Timeline: November 2016 – March 2017
Verseo AdBook 2022 / E-mail Marketing 94

The print version of our AdBook was
printed on ecological recycled paper
that’s FSC-certified.
It’s also 100% bio-degradable.
Our partners:
© 2022 Verseo ADS sp. z o.o. All rights reserved.

Verseo ADS sp. z o.o.
ul. Węglowa 1/3, 60-122 Poznań, Poland
+48 61 307 13 28 • [email protected]
www.verseoads.com

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