The objective of the Google Display Network is simple. It is to bring your marketing message, service or product to exactly the right consumers no matter where they are on the web.
Google is taking a hint from Facebook’s and restructuring Display campaigns around digital marketing goals. While this change has been happening for a while now, many companies seem to be taken by surprise. Trust us when we say, this one is absolutely for the better.
Below is what you need to know about the Google Display Network and how to run campaigns (as well as retargeting) in addition to the key takeaways to consider when creating new digital advertising campaigns on the Google Display Network.
Keyword contextual targeting displays ads on sites related to your SEO targeted keywords and distributes applicable ad/digital messages to users based on the type of content they often consume. Your digital ads can connect with interested customers the moment they’re actively engaged in relevant content across the entire Google Display Network.
Keyword level contextual targeting permits users to find consumers who are interested in what they sell. This means your company can use keyword-level targeting and bidding to reach your most qualified leads. You are now able to add an extra kick to your digital campaign with remarketing, frequency capping, exclusion controls and other digital targeting tools.
Placement targeting allows you to show digital ads on specific websites that you choose, and on YouTube videos, RSS feeds, and mobile websites.
Your company is also able to choose a whole website or just specific pages where you want your digital ad to get the impression. This would also be a good time to also use placement and contextual targeting together. If you sell tomato seeds for example, you can choose a website about gardening, and then use AdWords contextual targeting to automatically find the pages on that website that talks about tomatoes.
Remarketing allows you to bring previous visitors back to your website. Individuals who have already visited your website are shown your digital ads as they look through other websites on the Google Display Network.
For instance, with digital remarketing your company could create an audience around “fish bait” that targets users of pages with “fish bait” in the URL. Guests will then see custom messages on other websites about your company’s great deals on fish bait. You can even show them digital ads for the fish bait they viewed on your website (active remarketing).
To be plain and simple, you can show digital ads based upon consumer interests. Such as, sports ads for sporting fans. This form of targeting allows you to focus on users whose web behaviors show they share a common interest, like sports or travel. Then you can show them relevant digital ads as they intermingle on the web.
Topic targeting is carefully linked to interest categories, but based on websites rather than viewers. You are able to show digital ads on pages about precise subjects. Pick a topic like tourism or health, and Google will show your digital ads on approved websites that relate to that topic. This digital strategy is a stress-free way to get exposure on relevant websites, without having to target them one at a time.
We are still only seeing the beginning of what the Google Display Network can do. Let us help you in finding your path to success with GDN.
One of the things that regularly amazes me about writing copy is that it can be magical. The right mixture of words can accomplish unbelievable things; it can change lives, get people to spend money, and even create a legacy that last generations.
Precisely how we arrive at this magical combination of words is a cryptic, almost alchemical process, which further adds to its magnetism.
Calls to action can be understood in a similar way. In any form of marketing, the call to action also known as the CTA is the part of your ad, copy or landing page that asks the visitor to take the next step in the process.
It’s generally just a few words, often appearing on a button or at the bottom of a blog. The right CTA can make folks do things in a way that even the most convincing long-form copy cannot. A strong Call to Action is far more than a mixture of words that hopefully compels users to click on a button – it’s an influential statement of intent, a rallying cry to our community, the crescendo of a rousing speech that leaves the audience elated, clenched fists raised victoriously to the sky.
Well, that’s the notion, anyway.
Like writing ad copy, constructing a compelling call to action is part art, part science. In today’s blog, we’ll be exploring the science part by examining a few ideas for creating more gripping Call to Actions based on findings of real A/B tests.
1. Offer more Information, Not ‘Quotes’
If you have ever shopped online for something like car insurance, then you’re almost certainly familiar with what a huge pain the process can be. What most marketing firms don’t understand is how the word “quote” can inspire anxiety and dread in even the most courageous bargain hunter.
Folks visiting your website may certainly be looking for a quote, but that doesn’t mean that using the word “Quote” in your CTAs is a smart idea. In reality, the word “quote” can have negative implications, and invoke thoughts of lengthy web forms, convoluted processes, and considerably more hassle in general. Remember – individuals don’t want a quote, they want to know how much to pay for your services, and they want to get their hands on this data as quickly and seamlessly as possible.
A prime example of this belief in action is this A/B test we did with a software copy who is also a client. The only element we changed in this example is the jargon of a CTA, which it changed from “Request a Quote” to “Request Pricing,”
This modest change resulted in a surge in CTR of almost 162%, showing that visitors responded much more positively to a Call to Action for pricing information that they did for just a quote.
2. Change the word ‘Your’ to ‘My’
The term “Your” is a popular choice for many Call to Actions. The most obvious is that it explicitly implies that whatever you’re asking people to do or sign up for is theirs. This can be extremely effective in certain situations, such as webinar registrations. Asking visitors to “Secure your seat” can be highly motivational, and create a sense of distinctiveness. However, it doesn’t always work.
**Below is an example from Word Stream**
Oli created a CTA for a client that was at the very end of the conversion process, meaning that every click had a financial impact for the client. Oli was confident that the possessive determiner “Your” would prove to be more effective than “My” in the button’s copy. As such, Oli set up an A/B test to see which of the two buttons would result in more conversions for his client.
To his surprise, the treatment button (that used “Your” instead of “My”) performed poorly compared to the control – almost 25% worse: Learn more here http://www.wordstream.com/blog/ws/2016/03/07/call-to-action-marketing
3. Emphasis the Benefits
In an attempt to proactively overcome one of the most common and controlling objections to converting – price – many companies focus exclusively on the free or no-obligation fundamentals of their pitch or offers. While this can be useful in some situations, if you’re trying to grow your conversion rates, try focusing on the benefits, rather than risk-aversion strategies.
With any luck these examples have given you some thoughts on how you can improve the conversion rates of your Call to Action, but they should not, under any conditions, be taken as undisputable proof that a change or adjustment will work for your website. Only statistics gleaned from a laborious, statistically significant A/B test based on the behavior of your consumers should inform your choices. If in doubt, test – then test again.
Ah yes, the magic of retargeting! For those of you who don’t understand the idea of ad retargeting, also known as remarketing, let us cover it real quick for you, you and YOU.
Ad Retargeting is: A form of digital advertising that enables advertisers to show ads to users who have already visited their site while cruising the web.
Basically, remarketing allows you to follow up with web visitors who have been to your website by retargeting them with relevant ads on other websites. These users are tracked through their browser cookies, which is what allows you to exhibit ads to them, even when they aren’t actively searching for you or your service. This means that an ad can show up on the sidebar of their email, through the Google display network while they’re browsing the web, and even on their Facebook timeline.
What does this mean for you? As an alternative to waiting around for a potential customer to come back to you, you’re staying top of their mind by reminding them what they showed interest in in the first place. It’s a delicate method of conversion rate optimization.
Additionally, remarketing can subconsciously help address the various buyer dilemma in the sense that it serves as a reminder to the web visitor of the presence of the product.
If you’re still unsure about giving it a try, we are going to give you a push in the right direction with these remarketing particulars that will make you rethink your whole PPC marketing strategy.
1. Facebook and Google Display Network Offer the Greatest Reach
Where will you get the most bang for your remarketing dollars? Right now, Google Display Network and Facebook offer the best reach for your digital remarketing campaigns.
The Google Display Network spreads across 90% of Internet users worldwide, 65% of whom they touch every single day. More than a trillion impressions are served to over 1 billion users every month (says Google). Also, Facebook has more than 1.4 billion users, over a billion of whom logged in just yesterday (says Facebook).
We always like to run my remarketing ads on both GDN and Facebook and find that both are extremely powerful.
2. Remarketing Is Unbelievably Powerful for Brand Marketing
Ladies and Gentleman, we know your crazy about both search ads and organic search, but they both agonize from this one small issue.
It’s very tough to build a brand using small text ads and organic search listings, which have a very inadequate amount of character space and don’t support logos and all the other visual elements that marketing companies typically use to build a brand.
Display remarketing is a whimsical way to build your brand because there’s so much more creative charm you can infuse into an image ad that will make your consumers love and remember your brand.
We discovered the power of this a few years ago, when I realized the vast majority of our site traffic:
- Came to us by way of non-branded organic searches,
- Didn’t translate into sales,
- And left our site and never came back.
We were awesome at getting users to our site, but totally failed at getting them to remember us after they got here.
3. Remarketing Clicks Are Absurdly Cheap
Search ads in super-competitive industries can range from several dollars or more per click – and that’s just the norm (with some competitive keywords costing more like $50 per click). Display and social remarketing ad clicks by contrast might range anywhere from 2-100x less.
Below are a couple more circumstances where retarget marketing can really come in handy:
Retargeting users who abandon online shopping carts
Branding purposes – producing awareness for your brand or seasonal promotions
The real benefit of retarget marketing is how granular you can get with you retargeting criteria concerning demographics (for example age, sex, location, etc.) and web behavior (e.g. long tail keyword search, devices used, specific pages touched, etc.) This means you can get hyper-focused with who you want to target.
Remarketing is a vital component for digital, paid search, social media and marketing firms the same. It just makes all things work better.
Never again let your leads walk away and forget about you. Retarget marketing will save the day!
1. Aim for any Specific Audience
The marvelous and sophisticated level of ad targeting is one of the key reasons to be excited about Facebook marketing and advertising. Confidently, you’ve dedicated time and resources to analyzing your client base and creating buyer personas; now you can put those targeted personas to use and go after the folks that are most likely to be interested in your products or service.
Warning! If you go too precise this digital strategy can work against you so, keep an eye on the audience definition tool to make certain you’re not getting so granular with your persona aiming that nobody sees your stuff.
2. Build a Simple Contest to Increase Engagement
Facebook contests have been nothing new. You’ve likely seen too many, and have potentially even entered some (I know we have). But have you in reality tried running one on your own?
Creating a contest with an enticing incentive is one of the greatest ways to spur ad engagement on Facebook. (Or any other platform for that matter) What beer lover wouldn’t want a free trip to one of the best beer-fests in your city?
3. Produce Short, Alluring Video Posts
So, you’ve tried marketing your business with videos on Facebook, but people just don’t seem to be concerned? This is likely due to one of three main reasons:
- Your videos are too long
- The content sucks
- Or, they’re just not engaging enough
Facebook users are looking to be entertained at every post. They’re spending their time on a social networking platform, likely to slay time or stalk their friends, so you need to dissuade their attention quickly, with entertaining, visual digital content. What better way to do that then through video?
Other marketing firms are catching onto this trend. The amount of average daily video views on Facebook have doubled from 4 billion video views per day to 8 billion, between April and November of 2015!
Brands like Huffington Post have figured out the formula to driving video engagement – keep it short and sweet, with a visually engaging thumbnail. If you are not careful you could spend hours watching these short video recipe posts.
4. Target Leads You Have on Facebook
I bet you didn’t you know that you can upload a list of emails right into Facebook and then show your ads to that audience? With Facebook’s Custom Audiences feature, you can target the qualified leads you’ve captured from your newsletter, webinar or other lead generation efforts, or maybe a group of your current consumers that you’re trying to upsell.
Furthermore, after focusing on your targeted audiences (see tip #1) you should also be constructing ads to the contacts you already have, but in an even more custom-made way. For example, let’s say you have a list of folks who downloaded a guide titled “50 keys to digital marketing success.” You can upload that list of folks and target them with a specific ad that refers to that guide and what the next steps are to take their digital marketing to the next level.
5. Civilize Your Brand with Employee Pics
Facebook is all about the people. The original intent of Facebook was to interact with family and friends, not advertise your products, but it’s easy for companies to forget this. The problem is, pushing solely product-related messages is only going to kill any buzz you are looking to build. You must show the people what it is like to go behind the brand to connect with your audience.
6. Use Emojis on Your Facebook Marketing Post
WordStream’s data-scientist found that ads with emojis get far better click-through-rates than ads without them. Awkwardly, Google quickly caught on and now emojis are not allowed in AdWords ad text.
According to AdWeek, 92% of online consumers use emojis, and everyday users feel emojis express their feelings more truthfully than words. Emojis are kind of like dogs and babies, folks just like them. Moral of the story is, use emojis in your Facebook marketing to add personality and emotion to your copy.
Getting in full swing with social media as a company can be rough, and understanding the protocol behind it isn’t much easier. The continuous evolution of social media can make it problematic to stay on top of trends, new tools, and best practices. Business owners who only seldom tap into these networks may find it difficult to identify and fully comprehend all of the nuances that act as unwritten rules for social media marketing.
When it comes to protocol, behavior and what not to do, it takes repetition to comprehend fully how these tips relate to your day-to-day social media marketing plan.
Don’t Discount Your Digital Reputation
DON’T WRITE YOUR CONTENT IN ALL CAPS, PLEASE
Don’t Purchase LikeS and Followers
Don’t do the Auto DMs thing
Don’t Participate in Like-Baiting
Don’t Automate Content Across Platforms
Don’t Post Stuff Just to Post Stuff
Don’t Spam Your Community
With the social media scene constantly progressing, the do’s and don’ts for business owners will also continue evolving. Staying aware of wait not to do will keep your marketing efforts new and effective and your company top of mind.
It is not about IF businesses should use social media. The question for most businesses is HOW to implement best a meaningful and appealing approach that generates leads. With so many social media marketing possibilities available, your marketing team must also decide best practices and what strategies to sidestep.
Have you ever heard the saying, before you know where you are going you must first know where you have been? You have to make sure every energy and effort, no matter how small, is well-thought-out and clearly performed. And we must remember that the traditional marketing strategies have their place but the digital marketing world follows a different set of reals so most traditional marketing tactics won’t translate to results.
Building a strong foundation is critical and a fruitful digital marketing strategy follows that same principle.
We live and work in a digital, data-driven world. We said ciao to the industrial revolution a while back, and now we’re in the age of technology. If you have you been asking yourself how you can connect the power of digital from social media to apps and smartphones to tablets, games, and responsive design to name a few.
Before you step into the digital space, make sure you have these bases covered.
Find Your Keywords
Start with a core SEO keyword list. This is a list of five to ten keywords that completely summarize what your business does. Your SEO keywords will also make for brilliant blogging topics too.
Create audience connections with your content
Your content is more than just blogging material. The idea is to create a bond with your
audience so they become buyers and loyalist.
Share your business’s story
It works in movies, plays and sales. Story telling has been and is still one of the most lucrative ways to increase sales.
Email Marketing can be looked at as spam if done the wrong way. A well-built email marketing campaign is very cost effective and an extremely resourceful way of pushing traffic to your website.
So we have generated The Ultimate Guide To Kickstart Your Digital Marketing Strategies, to help you navigate the hysteria.
These digital marketing strategies will help you decipher the digital marketing terrain, and aid you in putting some reason back into your marketing strategy. There are no bells, or whistles. This blog simply wishes to help understand how to use digital marketing to your advantage.
This new realm brings countless chances, and like all fresh opportunities, these new opportunities require first-hand learning experiences and continued education. This new era of marketing requires reassessments and actionable steps that will renovation your tactic to marketing as a whole.
Mixed up about what augmented reality or AR is? In a nutshell, it’s a technology used to redefine space, and it puts a virtual layer over the world with geographic specificity guaranteeing a good fit. In other words, augmented reality uses computer animation to bring objects and items to life.
Many may believe that augmented reality is the way of the future, but in reality, it has been around since the 20th century. The father of virtual reality, Morton Heilig, patented the “experience theater,” on Aug. 28, 1962.
It’s not a futuristic, beyond the stars thing, we’re there.
As scientist techs and app geeks are busily developing augmented reality for commercial use, AR technology will change the way the folks look at the world.
It looks like the tech industry giants feel the same way. Apple’s purchase of Metaio (an AR company); Google made a $500 million dollar investment in Magic Leap, another AR company; and Microsoft HoloLens’ advancement into a fully unleashed holographic computer.
The future of augmented reality does not stop there. With AR aiming at the smartphone, laptop, tablet industry, the potential user base is in the hundreds of millions, driving huge revenues for device manufacturers.
The industry is equally as ready for the software and services market, in addition to mobile networks’ voice and data industries. And let’s not forget the impact on the workforce, as augmented reality will generate new types of jobs and services.
In the next 3-5 years, don’t be surprised to see more companies roll out AR mobile apps to bring its audience a more immersive and personalized experience. That could mean bringing a static print ad to life, checking out a movie trailer by pointing your smartphone at a poster or seeing how a new recliner may look sitting in your man cave.
Augmented reality marketing is going to aid businesses in telling their story like never before, and the world is ready to hear it.
A recent study by Semico Research forecast that by the end of 2016, revenue made by the AR Industry will total $600 billion or better. This study also stated that in 2014, about 864 million cell phones will be AR-ready. Word on the street also says that more than 100 million vehicles will come furnished with AR technology.
The potential for businesses to use AR marketing to show the impact a product has on our lives is massive: from education to retail to travel; the world seems ready for AR adoption – with all accompanying benefits.
You may have heard the term CGI by now. Used in films, TV, commercials, and printed media the possibilities are endless.
CGI is used for visual effects because the content is often higher and effects are more manageable than other more physically based method. Such as building miniatures for effects shots or employing extras for crowd shots.
It also allows you to create images that would not be possible using any other technology. Its power allows a single artist to produce content without the use of actors, valuable set pieces, or props.
New accessibility of CGI software and improved computer speeds has allowed artists and small firms to produce professional grade films, games, and fine art from their computers at home.
While all this has been happening in entertainment, CGI hasn’t yet made the same radical impact on the business world. Or has it?
CGI has the possibility to change completely established digital marketing practices. To start CGI will begin digitizing product portfolios instantaneously optimizes brand design and commercialization.
Picture you are creating a complete computer-generated product portfolio, allowing the client to implement or alter assets/products in the design or marketing procedure.
For marketers, the advantage of creating “photo real” products and merging those images with real life material, is compelling, cost-effectiveness and creates new opportunities to do more with less.
Computer generated imagery product collections will also have more practical uses.
For example; CGI can enable managers in a fast-moving consumer goods company to curate and manage the massive range of product design differences across markets worldwide.
Virtual designs are also becoming an essential part of new product design and market testing, allowing brands and manufacturers to experiment much more fluidly with models and test customer reactions at a fraction of the cost.
Reinventing product portfolios virtually require technologies and information management techniques that are a far cry from those applied to films. With billions of image variables in any given product range, the challenge is as much about information processing as it is the adaptation.
Computer generated imagery branches out into many different elements of a customer’s daily life, whether they know it or not, and soon we will start to see how the connection between consumer and CGI could progress.
The impact of CGI on the customer is far more than the visual delights of video games or Hollywood; its effects in the worlds of digital marketing and business are clearly going to make big waves.
Apps like Periscope and Meerkat have pushed live streaming video into the social media marketing spotlight. Brands have been fast to respond by testing with ways to incorporate live streaming video in their digital marketing plan.
The aptitude to transmit and receive live video over the net is not a new idea. Live streaming video games have been on the market for many, many years. But in 2015, live streaming rushed to the masses with the launch of apps and let’s not forget Facebook’s statement that it would be testing live video abilities among celebrities.
As the social media titans roll out the more live video, social media influencers and brands have been the first to grab hold of how to use this trend.
As this digital platform grows in fame, companies are beginning to question if and how live streaming fits into their digital marketing campaigns.
Here are a couple of ideas to take into consideration before deciding to go live:
The consumer wants to know what they are about to turn on. To brand a theme for your live stream, ask yourself how your company sets itself apart and what you can enhance to the conversation that is different from your rivals.
Brands and businesses centered on individuals and in fact, “people” is one of the seven Ps of the comprehensive marketing mix. Though, companies sometimes forget this and become too publicity driven.
Live streaming is a visual social media marketing party. Pre-promoting live streams on social media aids as an invite. It builds curiosity, drives views and generates a loyal following.
Sharing live events with your viewers can make them feel more associated to your brand or industry. The key here is not just displaying the event, but also letting your audience be a part of it.
Typically your buyers wouldn’t see how your products is made, but with live streaming video, you can show customers what it takes to go from idea to product completion. Live streaming is an excellent way to give your buyer a glimpse of what it takes to construct your brand.
Companies should embrace live streaming technology as a part of their digital marketing. While proceeding with caution, accepting the risks and rewards.
The Hispanic population is developing exponentially, and so is their buying power. The most recent U.S. Census Bureau estimates the total U.S. Hispanic population at 42.7 million, putting them as the biggest minority group in the country.
They’re also the fastest-growing: From 2004 to 2005, the Hispanic community grew by 3.3 percent. By 2050, Hispanics are anticipated to reach 102.6 million and will hold 24 percent of the nation’s total population.
Big corporations are catching on to the concept. But marketing to Hispanic consumers can be a chancy move. Not only do you risk insulting the very group you’re trying to reach, but you also risk offending folks you aren’t even targeting.
Recent studies suggest that not only are Hispanics fit to accept the lead role when it comes to brand approval, but Hispanic marketers appreciate the finer nuances of the general market and the bicultural and different Hispanic market. The general marketplace understands cohesions and differences, as well as the fact that Hispanics didn’t come to the U.S. to integrate into the U.S. culture, they arrived with a goal to attain success in America.
Latinos will pick which brands to give their money to base on a brand’s ability to successfully communicate with them.
Here are four do’s you don’t want to forget when it comes to earning your way into the Hispanic community.
- Know your market. You don’t automatically have to be Hispanic to market to the Hispanic community.
- Understand cultural nuances. What’s okay for one Latino could be bad for another.
- Be genuine.
- Follow up. It’s imperative to follow up after planting the original seed in your operation.
These four tips will get your brand in the door with the Hispanic community, but you still have another step before you actually win them over. Once the campaign goes well, who will be on the other end waiting to receive these new customers?
Here are three mistakes that most business make after achieving success.
1) Your website might have a Spanish language landing page, but when the buyer goes to purchase, the commerce engine of the site is in English… this gives a very disingenuous impression.
2) The shopper calls in to take advantage of the deal they heard on the radio, but the customer service rep doesn’t speak Spanish, or the customer is exposed to some clunky translator on the phone that ruins the whole experience.
3) The buyer goes to the store to buy the advertised product but the store’s staff doesn’t speak Spanish.
The super huge commercial achievements of “Modern Family,” and music artists such as Pitbull, Jennifer Lopez among others has shown that Hispanic audiences and consumers demand more attentiveness, and corporations are paying attention.
In Spanish and English, social and digital media is starting to accommodate to Latino viewers, hoping to snatch some of the unbelievable wealth that the Hispanic community has to offer.