Michelle Murcia

According to iBusiness, 84% of the top 100 SEO agencies in Germany offer GEO services. For 30% GEO is already a top focus area. For 7% GEO is the number 1 priority!

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The myth of aggressive CTAs is killing your conversion rates. Most CTAs scream “BUY NOW” or “GET STARTED” without addressing the     real friction behind user hesitation.  → People don’t want to feel trapped → They hate immediate commitment → They fear making the wrong choice And yet... most CTAs feel like pressure, not permission.   Here’s what actually works: ➡️ LOW-PRESSURE LANGUAGE ❌ “Buy Now” → ✅ “See Options” ❌ “Get Started” → ✅ “Explore Features” These subtle shifts ease anxiety and can lift clicks by 47%. ➡️ CLEAR NEXT STEPS ✅ “View Pricing (2-minute overview)” ✅ “Schedule Demo (15 minutes)” Clarity removes hesitation. ➡️ VALUE-FOCUSED MESSAGING ❌ “Sign Up Now” → ✅ “Access Free Templates” ❌ “Join Today” → ✅ “View Success Stories” Focus on what they get, not what they must do. When these principles are applied, conversion rates often jump by 60% or   more. The best part? Better leads More trust No pressure Stop pushing. Start connecting. Because the best CTAs don’t yell. They invite. #ConversionOptimization #MarketingStrategy #CopywritingTips  #UXWriting #GrowthMarketing

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SEO & AI Tip: Agentic Buying Is Now Open to Everyone, not just ChatGPT. The ability to complete purchases through AI agents just took a big step forward yesterday. OpenAI & Stripe announced yesterday the Agentic Commerce Protocol (ACP) and that it is now live and open to everyone to build with. That means Agentic checkout that OpenAI just announced for ChatGPT can be built into your own websites, applications, and agents. Think AI-driven transactions that actually complete purchases without needing to click through pages or rely on traditional UX flows. This changes what’s possible for e-commerce teams building AI into their products. Here’s what just became possible: 1 - You can add a shopping agent to your own site trained on your inventory, pricing, and order APIs. 2 - The user can interact via text, voice, or image and the agent can handle the transaction end to end. 3 - You don’t need to rebuild your store, ACP works with your existing infrastructure and a payment processor that supports it (Stripe is already supported). 3 - Any agent, from an on-site assistant to a mobile app, can initiate checkout in a standardized way with you still owning the customer and fulfillment Here is a potential example: Large E-commerce Site With a Visual Concierge Let’s say you run a major e-commerce site in fashion, furniture, or auto parts. A shopper lands on your homepage and uploads a photo of the item they want, maybe a jacket from Instagram, a sofa leg they broke, or a specific wrench that fits their mower. Your on-site AI concierge kicks in: - Converts the image to a vector embeddings to match it against your inventory - Verifies availability, size, and price - Suggests alternatives if the exact match is not in stock - Then calls your ACP checkout endpoint, passes a secure payment token, and places the order No need to browse, filter, add to cart and add payment information. Just ask for it and buy it. Why This Matters for SEO Optimizing your site content, product inventory, imagery, and anything that can help make Agents more easily find the right product for those searching via agents will directly impact how Agents find and recommend your products. Make sure its clear in your data, text and imagery who your ideal customers are for each product to help Agents better match them to the people they're acting on behalf of. Why This Matters for Brands Most brands think of AI assistants as a front-end tool for discovery or support. ACP flips that around. We know that speed to purchase has a huge impact on e-commerce transactions. This may make it even easier and faster for people to find what they want. With ACP: - You remain merchant of record - You control fulfillment, returns, and data - You open up your site to new shopping patterns: mobile agents, voice shopping, post-purchase reordering, concierge style product finders This protocol makes agentic commerce a real channel not a side project.

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Remarketing spend hit $16.4B in 2024… 3.5× more than UA. During peak season, 85% of iOS budgets went to remarketing. Marketers are doubling down on LTV. But many still see influencer marketing as purely upper funnel. That’s a mistake. In the campaigns I run, influencers don’t just drive installs, they: ✅ Reactivate past users ✅ Trigger second purchases ✅ Reinforce brand value when it matters most Influencers can supercharge remarketing by: - Creating custom content for audiences who clicked an influencer’s affiliate link but didn’t purchase - Running Instagram Story ads targeting users who engaged with a sponsored post but didn’t follow or buy For example: If an influencer shares a skincare launch and people click through but don’t check out, you can later retarget them with a carousel ad featuring a time-limited discount or a relatable testimonial, right when they’re more likely to convert. 📣 My take: Creators don’t just drive discovery, they reinforce intent. If your remarketing mix doesn’t include influencer content, you’re leaving results on the table. 📊 Want to see the full picture? Get the latest data on UA trends, iOS loyalty, and why remarketing now dominates eCom budgets. Read AppsFlyer’s full 2025 State of eCommerce App Marketing report here: https://lnkd.in/e7_6kSQC

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CEO: Hey, saw your note — we're cutting Google Ads spend? CMO: Yeah, by -80%. The test confirmed what we suspected. CEO: But hold on… Google was showing 8X ROAS. That’s the best-performing channel we have 😱 CMO: On paper, sure. But when we ran a geo-split test and pulled back spend in key markets, revenue didn’t drop. New customer orders? Flat. Total revenue? Same. Nothing meaningful changed which tells us Google wasn’t driving incremental growth. CEO: So we were paying for sales we would've gotten anyway? CMO: Exactly. A lot of it was branded search - people already looking for us. And here’s the crazy part: when we pulled back Meta in a second hold out test, that’s when revenue dropped. Brand search volume took a hit. Conversions dropped. That was the demand engine. CEO: So Meta was creating demand… and Google was just cleaning it up? CMO: That’s the dynamic here. Meta hunts. Google harvests. The problem is, if you’re only looking at ROAS inside each platform, Google looks like the hero. But when we stepped back and measured total revenue impact, the real growth lever became obvious. CEO: Makes sense. So what’s next? CMO: We shift budget to where it’s actually generating new demand. We’ll keep Google lean. Protect high-intent non-brand searches that are profitable consider cutting brand altogether, but no more over-investing in a PMax black box when we don't know what is retargeting and what is prospecting, CEO: Good call. Thanks for digging into it. If you’re running both Meta and Google, and you haven’t tested which one is actually driving incremental growth - you’re probably spending more than you need to on the wrong channel. The dashboard doesn’t tell the full story. Money in your bank does.

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𝗗𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗚𝗮𝗺𝗲 Yesterday at ADworld Experience I presented an in-depth analysis of how Google Ads auctions work, aiming to deconstruct the underlying mechanisms of these processes and lay bare the real rules of the game. I’m sharing two excerpts: 1 — The definition of competitiveness I formulated specifically for advertising: 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀 → 𝗔𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗼 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆 𝘄𝗶𝗻 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲 𝗮𝘂𝗰𝘁𝗶𝗼𝗻𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗮 𝘀𝗲𝘁 𝗼𝗳 𝗱𝗲𝗳𝗶𝗻𝗲𝗱 𝘁𝗮𝗿𝗴𝗲𝘁𝘀 consistently → you must be able to win often, not sporadically profitable → wins must be economically positive; otherwise it’s dominance without advantage defined targets → clear benchmarks within fixed perimeters 2 — I demonstrated why 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻 𝗦𝗵𝗮𝗿𝗲 𝗶𝘀 𝗮 𝗺𝗶𝘀𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝗺𝗲𝘁𝗿𝗶𝗰, often overused as a direct indicator of performance. Below is an excerpt of the reasoning in the image. In the first comment, I’ll share the event link where you can access the recordings and the slides. #adwexp

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80% of A/B tests barely move the needle. But the top 20%?  They drive 80% of revenue growth. Take SNOCKS, for example: 🔍 Low upsell conversions were killing their margins. 💡 Instead of guessing, they tested bundling before checkout. 📈 Result? Higher AOV & more revenue per session. The best brands don’t test everything - they test what matters. If you're still running random experiments, you're leaving money on the table. Follow me (Melina Hess) for more CRO insights and breakdowns!

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