Marketing Event Hosted by Bing Ads




We’re hosting a marketing event about advertising online with Bing Ads, and you’re invited to join us!  It will be held at Microsoft Headquarters in NYC on June 9th. It’s a great opportunity to learn about how to grow your business from JXT Group and Bing experts.

We will have a raffle which all attendees will be automatically entered for a chance to win a Xbox One and other giveaways.





Refreshments will be provided. Please RSVP as soon as possible,  space is limited. We hope to see you there!

RSVP Now →

Google Partners Connect Recap- May 13

We would like to thank all of our guests who attended the Google Partners Connect livestream and made the event a huge success! Here is a brief recap of the topics that were discussed during the livestream video. The full video is attached at the bottom of this post.


The first speaker was Matt Lawson, Director of Search Ads Marketing, who discussed the “micro-moments” that guide a customer’s decision journey, and how businesses can use online marketing to reach potential customers during the moments that matter most. Matt discussed different types of micro-moments and how as a marketer, “your biggest opportunities come from the smallest moments.”

Some takeways from his discussion are:

  • There are many different types of micro-moments
    • I-want-to-know moments
    • I-want-to-go moments
    • I-want-to-buy moments
    • I-want-to-do moments
  • Connect the dots
    • Identify your micro-moments
    • Deliver on-needs in the micro-moments
    • Measure the moments that matter

Grow Your Business

AdWords Evangelist Fred Valleys continued the discussion by talking about how small businesses can better navigate the web and expand their online presence through smarter customer insights.

Here are the top takeaways from Fred Valleys presentation:

  • Understand the results page
  • Using ad extensions results in a 30% boost in CTR
    • There are 12 different ad extensions available
  • Take advantage of Google My Business
    • Claim your business and be found across devices on Google Search, Maps, and Google+
    • 50% of consumers visit a store within a day of searching on a smartphone
    • 72% of consumers who searched for local information on a smart phone visited a store within 5 miles
    • 28% of time online is spent on social media in the US
  • Be mobile
    • 45% of people would rather give up vacation than their smartphone
    • Take advantage of Call-only Ads
    • Use a mobile-responsive design for your website
  • Track everything
    • Track all conversions- estimated conversions help account for all conversions, even when the user goes between mobile, tablet, and desktop, or when they purchase offline.
  • Search Ads lift brand awareness

Thank You!

We concluded the livestream video with a discussion where guests asked questions about the presentation, as well as how the topics discussed could be applied to grow their business. Our team was able to answer these questions, as well as discuss our own personal experiences with using Google for online marketing and advertising.

This event was a huge success, and we at JXT Group would like to thank Google for giving us this opportunity to learn more about the value of digital marketing and to engage with future clients! If you were unable to attend the live stream, or would like to watch it again, you can view the video below, or by clicking on this link.

If you are looking for real results on your Inbound Marketing campaigns contact us today.


How Outsourcing Your Contact Center Can Help Your E-Commerce Business



The benefits of outsourcing your call center — we should really call them “contact centers,” since today’s customer communication takes the form of phone calls, email, chat and social media engagement — are not always intuitively obvious, but they are very real. Accordingly, here is a strategic overview of how outsourcing the contact center improves an e-commerce company’s performance:

Provide 24/7/365 Customer Service

By its very nature, an e-commerce website is open for business 24/7/365. However, staffing a three-shift contact center represents an enormous commitment, and, given the frequently narrow margins of e-commerce, could add enough overhead expense to put profitability in peril.  Moreover, an in-house staff will inevitably experience swings in activity; using an outsourced contact center, a firm pays only for work being done, not idle time.

Speak the Customer’s Language

An e-commerce company that takes orders from customers around the world needs not only 24/7/365 customer service, it must provide it in an array of languages — a daunting hiring task for a company intent on an in-house operation. In contrast, a professional contact center has already hired a multilingual staff, and has the resources to maintain staffing levels when turnover occurs. Communicating in the customer’s language improves customer satisfaction, and customer retention, as well as attract new customers who share that language.

Hit the Ground Running with Stellar Service

E-commerce leaders like Amazon have set a sky-high bar for customer service. Today’s online customers are astute enough to know what kind of service experience to expect, and are quick to abandon e-commerce companies that fail to meet those expectations. Since a contact center is exclusively in the business of customer service, its staff members are relentlessly trained to handle all customer situations in the best way possible. What’s more, because contact centers have dealt with so many types of situations, their knowledge base far exceeds what any individual company could match without decades of similar experience.

Gain Valuable Time to Improve Your Core Strengths

While customer service is vitally important and can never be considered a distraction, it is an area of business that can be outsourced to qualified, competent providers. However, not every element of an e-commerce business is so efficiently outsourced. By relieving itself of the burden of hiring, managing, training and evaluating an in-house contact center, an e-commerce company can make itself stronger in other key areas, putting distance between itself and its competitors. For example:

  • Who knows better than you which new products will attract business, and which products are dying and should be phased out? Merchandising is the soul of an e-commerce business and does not easily lend itself to the out-of-body option of outsourcing.
  • Website development. If merchandising is the soul of e-commerce, the website is the body and does all of the heavy lifting. The more resources an e-commerce company can devote to improving user experience, conversion optimization, website functionality, search engine optimization, page loading speed and scores of other items, the more business the website will generate.
  • Margins. As mentioned earlier, maintaining healthy margins in e-commerce is a challenge. In order to manage costs, a company must devote as much time as possible to purchasing, inventory management, fulfillment, order accuracy, product quality and, as with the website, a host of other items. Managing margins requires working in the trenches; a hands-on approach from top to bottom. It is simply not a function that can be outsourced.

For many e-commerce businesses, there is a short window to become established as a leader in the market. During that critical window, it’s imperative that the business managers focus on merchandising, website development and margins rather than contact center management. IDC predicts that contact centers will grow between 15 percent and 25 percent over the next few years because of the business benefits an outsourced call center can provide.

About the Author:

Darcy Tudor is the Executive Vice President and Director of Operations at Marketing Alternatives Inc. MAI provides flexible, turnkey solutions for businesses of all sizes with its Marketing Alternatives Contact Center Services.  


Increase Online Business Sales: Emerging Technologies That Can Help

The e-commerce world is standing at a crossroads now: there is no shortage of emerging technologies that promise to drive sales numbers into the stratosphere. However, as greater convenience and faster delivery times make online shopping more appealing to consumers across the world, online retailers still have to do something special to stand out from the competition.

In order to really capitalize on the possibilities represented by new e-commerce technology and put that technology to work driving better results, businesses need to be able to understand those technologies thoroughly and adopt them quickly. Read on to learn more about some of the most promising new technologies available to e-commerce businesses today, and to find out what they can do for your business.

1. CPQ software

Today’s e-commerce businesses are starting to learn that they no longer have to rely on intuition and guesswork when it comes to providing pricing and quotes for their products and services. With configure, price, quote (CPQ) software solutions, businesses can automate one of the most complicated and time-intensive parts of the entire sales cycle, which will have the dual benefits of ensuring the most accurate decisions possible regarding pricing and allowing businesses to provide quotes for complex product configurations quickly, which helps keep customers moving along in the sales lifecycle.

In addition to making pricing decisions easier and encouraging higher sales through a more convenient sales lifecycle, CPQ software solutions can also integrate with your existing software platforms to accentuate the unique benefits of each of the individual offerings. For instance, you could integrate CPQ with your CRM solution to make sure you know exactly who your customers are and where they are in the buying lifecycle, or with your ERP platform to make sure that you can make just-in-time decisions that help you make the most of your resources.

2. Mobile devices

It’s no secret that mobile device adoption is on the upswing: according to statistics from eMarketer, the number of global smartphone users will top 1.75 billion during 2014, driven by cheaper devices, development of stronger 3G and 4G networks, and a more global reach for device manufacturers. And it’s not just smartphones and tablets, either: wearable tech devices have also created an important new channel that businesses can use to connect with consumers.

So what does all this mean for online retailers in terms of sales? To put it simply, more devices means more opportunities to reach consumers, and more opportunities for consumers to buy, which are both good things. However, online retailers must be able to optimize their experience for mobile devices if they expect to gain from this trend. This means things like making sure that marketing emails look great when viewed on mobile devices, and making sure that it is easy to browse for products and make a purchase decision using a mobile device. Today’s consumers have little patience for retailers that don’t offer a great mobile experience, and will quickly find a competitor that does.

3. Big data

Big data is one of the trends driving the future of e-commerce because it allows online retailers to really get to know who their customers are, and then provide those customers with offers and promotions that are so personalized and well targeted that they feel like a service rather than “marketing as usual.”

Throughout the history of retail, understanding what customers want has always been the first step toward giving it to them. Now, retailers have the opportunity to know what their customers want in a way that previous generations of retailers never could have dreamed. However, like the other technologies mentioned in this post, there is a caveat: big data means more of all types of data, whether that data is useful or not. Retailers must have the technology needed to separate useful customer data from irrelevant data in order to capitalize on the big data trend.

About the Author:

Ron Mouw is the VP of Business Development at Configure One. Configure One is the leading provider of CPQ and product configurator software solutions for enterprises both domestically and internationally.

4 Best Practices to Improve the Overall Functionality of Your eCommerce Site

As an eCommerce retailer, you have a lot to consider when trying to optimize and enhance your online store. Not only do you need to think about your own site, but you also need to take into consideration your competitors and current industry standards.

Below, Nextopia is happy to share four best practices that will help improve the overall functionality of your eCommerce site, helping increase customer loyalty and leading to better retail results.

1. Make Website Navigation Flawless

Navigation is a key component of a successful eCommerce site. The navigation bar, which typically resides at the top of the site, allows shoppers to easily browse through your site. You should make sure that your navigation bar is prominent and can be easily located, and that it appears on every page of your site, helping to maintain a consistent design.

Using self-explanatory and easy-to-understand navigation titles will ensure that your shoppers have a good idea of what they are going to see when selecting each navigation category.  For example, let’s pretend you own an eCommerce woman’s clothing and accessory store. To help your customers quickly find the products that interest them, consider using categories such as “dresses”, “tops” and “bottoms” rather than the more generic “clothing”. You could take this even further by breaking the category “bottoms” down to “skirts”, “pants” and “shorts.”

It is important to note, however, that using too many navigation categories can overwhelm your shoppers. If you find your store has too many categories to fit across one navigation bar, consider implementing drop down menus that provide more detailed sub-categories. And remember that all navigation categories and sub-categories should be click-able links that lead directly to an appropriate product page.

Another aspect of a flawless navigation bar is the breadcrumb trail. Breadcrumbs remind your visitors of what page they are on and how they got there, allow them to easily navigate back to more general results, and have been shown to reduce bounce rates.


Your site’s navigation can be further enhanced by pairing these strategies with strong on-site search. On-site search gives visitors the ability to take control of the shopping experience and to locate products using their own terminology, instead of navigating through categories you have pre-determined. By offering shoppers an additional way to locate the products they desire, you are creating a comfortable and easy shopping experience, helping turn site visitors into dedicated customers.

2. Merchandise, Merchandise and Merchandise Some More!

Merchandising is an important element of every eCommerce website, and directly impacts the appearance and perception of the site. The most successful brick-and-mortar stores are masters of merchandising, using displays, demonstrations and unique signage to draw in shoppers and appeal to their wants and needs. Online stores must find a way to do the same, in order to keep shoppers on-site and encourage them to keep exploring.

Part of effective merchandising effort is ensuring all product images and descriptions are complete, professional and up-to-date. The images should be high resolution photos that show the details of a product. The descriptions should present all of the information that shoppers will need to feel comfortable making a purchase, and should answer questions and offer advice the same way that a sales associate would in a brick-and-mortar store.

Merchandising should happen on every page of your site, not just on the home page and product pages. By adding merchandising to your search result pages you will encourage shoppers to spend more time on site and increase conversions.

The most effectively merchandised result pages use banners at the top or side of the page to encourage purchases (“New for spring!”) or to provide other helpful information (“Free shipping over $100”).   Product spotlight tags (such as “staff pick” or “on sale”) can help guide visitors to a purchase.  Search result pages should also help instill confidence by clearly displaying prices, ratings and reviews.

Many eCommerce retailers also use merchandising on product pages to encourage cross-selling and/or up-selling by displaying a line-up of products that are similar to the one being viewed. This section is typically titled something like “People who viewed this also viewed” or “Commonly bought together”.

3. Integrate Impactful Calls to Action

Calls to action are typically used to motivate a shopper to take the next step towards a purchase.  There are often several different calls to action on an eCommerce site, with one of the most common being an “add to cart” button. But instead of simply adding another generic button to your site there are ways to get creative!

Make the button a color that stands out and creates contrast, but be sure that the color goes with those already present on your site. It is also helpful to have some white space around the button in order to create a clean appearance and make it obvious where to click.

After color selection, choose the text you want on the button strategically. Use words that are going to inspire a shopper to take action and tell them what is going to happen when they click. The most effective way to understand which terminology resonates with your shoppers through A/B testing, as there really is no way to know what is going to appeal to your shoppers until you try it. For example, you might want to test a button that reads “add to bag” against one that reads “add to my cart.”

4. Simplify the Payment Process

As eCommerce technology advances, newer and faster payment methods are being developed. This means that there are several things that you can do now to simplify your payment process, helping decrease your cart abandonment rate.

Improving payment and shipping is all about providing options to customers, in order to make them feel comfortable.

Some online retailers require shoppers to register or create an account before making a purchase, which requires the visitor to enter a long list of information and often drives shoppers away from your site. Instead, give shoppers the option to check out as a guest and enable those shoppers who don’t want to provide personal information a chance to become a dedicated customer.

Customers are going to have preferences about how they want to pay, so accepting different forms of payment is a necessity. Many retailers are now adding PayPal to their site as an additional option for their customers.

Up to 37% of consumers avoid buying anything online because of shipping costs, so try reducing this barrier by offering a variety of shipping options. Many retailers provide free shipping that takes a little longer to reach its destination, or that requires a minimum purchase amount. More traditional shipping options are still provided for customers who are willing to pay more for faster delivery. While offering free shipping is not realistic for every eCommerce retailer, it may be worthwhile to run a free shipping promotion for a certain amount of time, perhaps even for just one day.

Finally, customers want peace of mind and need to know their money is safe with you. Make sure that every step of the checkout and payment process has visible trust seals and signals.

In the end, taking the time to know who is visiting your site, whether that is through a thorough Google Analytics analysis, surveys or A/B testing, it is worth it. Understanding your customers and creating a shopping experience based on their preferences will improve the overall functionality of your site, as well as your key metrics.


About the author:
Sanjay Arora is the Founder & CEO, Nextopia Software Corporation.

5 Tactics to Maximize Conversion Rate

For search marketers, conversion rate is an important metric used to judge success and a big factor in advocating for a fair share of a business’s overall marketing budget. As such, search marketers spend countless hours studying, optimizing and seeking advice on improving this vital metric; read on to discover 5 unique tips to improve your campaign conversion rate.

1 – Analyze Search Terms

Phrase and broad match types are excellent for driving conversion volume for terms that aren’t captured by your exact match types, but they inherently have a lower conversion rate. To get the most out of your campaigns, use phrase and broad to drive impression and click volume, then review your search term report and avoid these 2 common mistakes:

1. Matching to a search term is not the same as bidding on that search term as an actual keyword. Unless you add a search term as an explicit keyword, you have not indicated that you want traffic from that specific search term and your quality score and ad rank for that search term will be subpar. Review your search term report to find converting search terms and make sure to add them as explicit keywords in your bidded set.

2. Search marketers often become frustrated with broad matches, but fail to realize that A) broad match is simply a representation of matches to a collection of individual search terms, and B) a handful of bad apple search terms can spoil what is otherwise a healthy broad match keyword. Review your search term report to find low converting, bad apple search terms, and add them as negative keywords. Once you discover a keyword or phrase you would like to exclude, add it as a negative keyword at the ad group, campaign or account (shared campaign negatives) level; but be careful to specify a match type, as mistakenly adding a phrase rather than exact match negative keyword can be disastrous.

2 – Conversions via Ad Extensions

Ad extensions can help drive conversions that aren’t traditional (e.g. buy a product, download a whitepaper, fill out a form), but just as beneficial and often do lead to a traditional conversion. Enable and consider the actions that searchers can take via ad extensions in conversion rate analysis; for example, facilitate calls to your business with call extensions, direct people to your brick and mortar store with location extensions and drive app downloads with app extensions (coming soon).

3 – Remove Funnel Bottlenecks

One mistake that many search marketers make is to focus entirely on their search marketing campaigns and ignore what happens between the click and conversion. If your searcher clicks an ad for designer jeans, lands on your page and is prevented from purchasing a pair of True Religion jeans because you are out of stock, you’ve just unwittingly lowered your conversion rate. Similarly, if your landing page buries the answer to the searcher’s question, your funnel requires them to go through more steps than are truly necessary or your website is non mobile-responsive, your conversion rate may suffer and leave you scratching your head, trying to figure out why your clicks are not turning into sales.

4 – Target Segments

The more control you have over how your ads show to each of your customer segments, the more you can influence your conversion rate. Showing Spanish ads to Spanish searchers, French ads to French searchers and Chinese ads to Chinese speakers will produce better results than targeting an English ad to all customers. Using incremental bidding to show ads in better positions during Mondays between the hours of 8AM and 5 PM can raise your conversion rate by ensuring your ads are most likely to be clicked when your most likely customers are searching will raise your conversion rate. Using remarketing (more below) to create custom audience segments and adapting the way you market to those custom segments will improve your conversion rate. Take a moment to draw out your customer segments and then make sure your search campaigns are appropriately optimized for each segment.

5 – Leverage Macro Data

There are many resources available to help search marketers with account planning, such as the Bing Ads Blog’s Insights Section, which will help you better understand and market to your target market.

Utilize the Bing Ads Campaign Planner to discover which verticals, sub-verticals and products have low CPCs and create product ads for those products types that have low CPCs and high margins.

Create reminders well before public holidays to optimize your campaigns and capitalize on higher holiday conversion rates and sales volume.

Additionally, Bing Ads recently released a new method of tracking conversion, revenue, and page engagement (including custom events!) called Universal Event Tracking (UET). If you’re still using the old campaign analytics code, make the switch to UET by browsing to the shared library, and clicking into goals and conversions. Beyond enabling you to track your conversion rates with more accuracy (across devices, across your site and across accounts), UET will enable you to run re-marketing in search (coming soon), which is a great way to re-engage “almost customers” that you paid to acquire but never converted, and thus decrease the CPA of your campaigns by raising conversion rates.

Thanks for following along! Feel free to comment with questions or additional thoughts, and happy optimizing!


About the Author: 

Gabriel Kwakyi is a search advertising account manager who works for Microsoft Bing Ads in New York, NY. By helping clients from many different industries, sizes and business models develop search advertising strategies and fine-tune their campaign performance, Gabriel has gained a strong collection of PPC best practices and optimization insight, which he enjoys sharing with his clients, team and the broader digital marketing industry.

JXT Group Hosts Google Partners Connect Event

According to statistics shared by Google, 97% of consumers go online to look for local products, but only 2 out of 5 (37%) of US small businesses have a website.  The main purpose of this event was to understand the value of digital marketing and how you can expand your online presence through smarter insights to grow your business.

The speakers included Tom Rowe, the Managing Director of Global Channel Sales, who discussed how small businesses can differentiate themselves from their competitors through digital marketing, and AdWords Evangelist Fred Valleys, who covered how small businesses can navigate the web and expand their online presence through smarter insights.

At the conclusion of the live stream, we held a discussion where guests asked questions about the presentation, as well as how the topics discussed could be applied to grow their business. Our team was able to answer these questions, as well as discuss our own personal experiences with using Google for online marketing and advertising.

This event was a huge success, and we at JXT Group would like to thank Google for giving us this opportunity to learn more about the value of digital marketing and to engage with future clients! If you were unable to attend the live stream, you can watch the video below, or by clicking on this link.

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