Friday, 13 December 2013 16:18
PR practitioners know that they need to be exploring and utilizing the latest digital strategies, but many are unfamiliar with the capabilities of text. Here’s a quick review of two text options for PR campaigns.
Person-to-application (P2A): this messaging allows for a wide-range of interactions, and can really increase engagement with your brand. Users can opt-in to receive special offers, discounts, coupons and the like. P2A can also be used to seek feedback from consumers by allowing for voting or polling. You can ask your target audiences direct questions and quickly receive their answers and suggestions. P2A is also used a great deal for contests, give-aways and sweepstakes.
Application-to-person (A2P): This function must be utilized correctly and thoughtfully, or you will watch your opt-out rates increase rapidly. This involves sending texts of information to users who have opted in, but the information and messaging must be engaging or you risk losing the subscriber. The Strategist reports findings from a study conducted by Frost & Sullivan found that text messages have a 98% open rate. That’s a lot of opportunity to reach your target audiences, so use this function wisely. Utilize calls-to-action as much as possible.
Adding text campaigns into your marketing and PR campaigns can yield high results, and will help take your organization or business further down the course of capitalizing on mobile engagement. Users are ravenous for mobile content in today’s digital world of fast and furious messaging delivery. Make sure your company is poised to deliver on this demand by using text correctly.
Written By: Mandy Wettstein – Director of Strategic Alliances
Friday, 13 December 2013 16:06
According to Google, Impression Share is “the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive.” In other words, Impression Share percentage is the size of the pie that you received in comparison to the whole. You may wonder “How can I increase my Impression Share?”…and that is the purpose of this article.
Here are a few ways to help increase your overall Impression Share:
- Increase Your Campaign’s Budget: You should remember that your campaign’s budget is what will determine how often your keywords will enter an auction, and in turn show your advertisements.
- Increase Your Bids: By increasing your bids you increase the opportunities that any given keyword will be eligible to enter an auction.
- Decrease Your Regional Targets: by decreasing your regional targets and narrowing in on your niche areas you can also see an increase in your impression share. However, it’s important to not exclude locations that have historically good data as you are now reducing your size of the overall “pie”.
- Increase Search Ad Quality: Here are a number of tips…
- Include Prices and Promotions in your advertisements
- Use Call to Actions like “Call Now”, “Sign Up Today” or “Purchase…”
- Include well performing keywords in your ad text, most notably your Headline.
- Make sure your ad text is relevant to the text on your landing pages.
These are just a few things that you can do to help improve your overall Impression Share.
Written By: Ed Cehi – PPC Manager
Tuesday, 10 December 2013 16:24
As a PPC Manager I have been running into more customers using the new Google Tag Manager to handle tracking on their web site. This blog will be the first in a series to discuss this new tool Google has provided for simplifying the adding of tracking code on a web site.
Prior to this tool if you wanted to use Google Analytic to track data on your web site you would have to edit the web pages on your site or have your web developer make the changes. The most common code additions were for Google Analytic code, Conversion Tracking code and Re-marketing code. These codes snippets had to be placed on all pages or select pages depending on the need.
With the Google Tag Manager you only need to install one piece of code. You will have to remove the original Analytic code. And add just the new Tag Manager code, like the old Analytic code, the new code needs to be placed on every page of your web site, just before the closing Body tag. Once this has been completed no more code changes will need to be made on the web site.
Once the Tag Manager code has been placed on the web site you use the Google Tag Manager User Interface instead of editing code on one your site. This can reduce errors and allow you to take some of the workload off your web developers, plus quickly deploy tags on your web site.
The first step in using the Tag Manager is to create a Tag Manager account. Go to
WWW. google.com/tagmanager You will need to have your Google Analytic Tracking code number and a valid Google account. Once you arrive at the site log on using a Google account and you will presented with the user interface.
Before creating your account take some time to plan it out. Here is a link to a Google article with more information to consider and tips on creating this account. Tag Manager Account creation
In the next article we will dive deeper into Tag Mananger.
Written By: Perry Pierce
Monday, 02 December 2013 13:46
You mention pay per click advertising and I immediately think Google and Bing/Yahoo, but we can’t forget the other “big dogs” on the block; Facebook and Twitter for starters. You can shell out money through any paid-for-audience medium then hope for the best in the fact that you’re, at least, reaching some people “possibly” interested in your business or you can mute that impulse and find a balance where your money works for you. A small brick-mortar businesses, for instance, may definitely need to consider taking this position.
In my experience within this industry I can’t help but notice how far a dollar can stretch when it’s applied with a reasonable goal in mind. Of course if I just started a business I would immediately want access to the the most impressions I can get with Google or Bing then wait for the big bucks to start rolling in. When I think about going that route though, a couple of questions come to mind. What makes what I offer better than the veterans already running the first page block? What will turn that click out of curiousity to find out more about me into a loyal customer? There’s no promise no matter how I set my targeted audience. I barely have a brand and have to hope that a user was so impressed with my site that I’m worth taking a chance to spend their hard-earned money. Personally, as a small business with already a healthy amount of funds invested, I would have no time for that.
My first goal will be to build a following through social media like (no pun intended) Facebook. Let me target a medium that’s not searching for me, but has my industry as an interest as they go about their everyday social media life. In fact, let me target individuals who live within five miles of my business, run a special during the hours they have to pass me on the way home from work, and at the very least have fans of my page that will always be at my fingertips. I can reach a more targeted audience, spend less per click, and keep them in my pocket as I build my brand. This, of course, is just one example where social media trumps spending googles of money for a whisper when I could have a voice to build trust in my brand. Now if I’m established as a business, hopefully breaking even by this point, and have a following to go with it; then I think it’s time to let the shockwave out to the search engine world.
Now keep in mind this is just one example. Different circumstances can lead to an entirely opposite need. For example, a business that has no location or one that is just business to business. Both resources for pay per click advertising has strong points, but take a minute to weigh out which is more beneficial for immediate focus. If you feel your situation is a little more complicated, seek the help of proffessionals who have experience working with individuals in your position. There’s never a need to rush into this decision blindly. Just food for thought and most likely more food on the table now that thought went into how to spend that hard earned/borrowed dollar.
Written By: Glen Burton – PPC/SEO Coordinator
Tuesday, 26 November 2013 21:33
Offer extensions allow advertisers to promote special deals alongside their text ads. When customers search for their favorite products/brands, they will be able to view relevant offers. The offer headline will be visible under the main text ad along with a “View Offer” link.
Offer Extension Best Practices:
Ensure your offer is redeemable at a physical location or for online-only offers, create a site link instead.
Promote a clear offer. Include a $ or % detail and be sure to outline any terms and conditions in the offer text.
Aesthetics Matter. Append your business logo to your offer, a high quality image is recommended.
Give your offer extensions a chance to serve. Bid competitively to ensure your ad shows at the top of the page. Offer extensions only show in the top 3 positions.
Help your customers find you locations by giving them the address where the offer is redeemable.
Written By: Cheri Graziani – PPC
Saturday, 23 November 2013 06:36
Google is now displaying a yellow “ad” icon next to search results. This expansion is now being seen across all desktop searches in the US.
This video will show you how the icons are appearing and how to manage what advertisers that you want to block.
Note: Ads are also being served with demographic data rather than just keyword data.
Wednesday, 20 November 2013 21:47
Mid 2013 Google has made it a little easier to link Adwords and Analytics. Linking the two gives you access to import goals, conversions, metrics, and remarketing lists from Google Analytics into Your Google Adwords account. Likewise, your Adwords data will import into your Google Analytics account.
First make sure your auto-tagging is turned on in Adwords from My Account>Prefs or tag your url’s
Once you are linked from Adwords to Analytics you will need to link from Analytics to Adwords. From your main dashboard in Analytics click on Admin in the upper right corner, then select “Adwords Linking” in the first colomn, select +New link and follow the linking wizard.
Once the accounts are linked, it can take 24 hours to see your Adwords data reflected in your Analytics account. If you have trouble linking accounts, it might be because you don’t have administrative access for the Analytics account you’re trying to link.
Written By: Cheri Graziani – PPC
Thursday, 14 November 2013 22:38
There are no guarantees in life, but there are intelligent ways to invest your money. SEO takes time and a lot of effort in order to enjoy the fruits of your labor. If you want to ensure you’re headed down the most profitable route for your company; then it is That Company’s recommendation; that you test the conversion rate on the keywords you’re thinking of optimizing for via Pay-per-click first.
For example “Auto loan calculator” may produce a lot of traffic, but if that traffic doesn’t convert what’s the point of the numerous man hours you’ll pour into ranking for it? Unless you want to chalk it up to investing in “Branding” that is, but really when was the last time CPM was used as a SEO KPI?
You may have your SEO strategy all laid out: Keywords Selected, Competition level analyzed, Budgets established, but at the end of the day it comes down to ROI and the conversion rate those keywords provide when people land on your site.
So I leave you with this thought; before you go down the route of investing time to dominate the SERPs it is our recommendation you should test the waters with a Pay-Per-Click campaign first. What are your thoughts? Let us know in the comments below.
– Written by Michael Knorr Interim Marketing and Sales Manager
Monday, 11 November 2013 21:37
Forrester is global research and advisory firm and someone that many businesses listen to. They wrote an open letter to Mark Zuckerberg. The open letter talks about how Facebook collected more than $4 billion in advertising revenues last year as almost every big company is now using Facebook as part of their marketing strategy. Even though they are using Facebook marketing, many are not finding it to be a successful strategy. To get an idea of how they came up with this information, Forrester surveyed 395 eBusiness executives and marketers at large companies in the US, Canada, and the UK. The image below shows what they thought of Facebook marketing.
Facebook is trailing behind all the other digital marketing opportunities and Forrester outlines a couple of strong reasons why. They speak first to the concept that Facebook does not focus enough on driving genuine engagement between companies and their customers. What they are referring to is that, on average, only 16% of a pages fans will actually see each brand’s posts. They also speak of how Facebook has done very little in the last 18 months to improve the tools that marketers use to help them manage and measure their pages.
Forrester then goes on to talk about how Facebook delivers tens of billions of display ads every day, but fewer than 15% utilize the growing social data to target relevant audiences. In addition the static-image ads do not make as big an impact per impression compared to the offerings of other sites. Many executives said that display ads that they could buy elsewhere were significantly more effective than what Facebook is offereing and that made Facebook ads less valuable to them.
Forrester finishes off their open letter with some suggestions to that they think will help make Facebook a more valuable marketing strategy.
But what does that mean to a business currently using Facebook marketing or looking into it?
If you are wondering if you should advertise on Facebook, the first thing you should figure out is who your target audience is and what level of engagement are you wanting from them. Targeting people who are looking for a specific product that you provide should work well if you create Facebook landing pages for those ads to capture the like before driving them to your site. Capturing the like is the first step to building your brand’s presence with those individuals and people that connect with them.
Search engine optimization can be a daunting task involving many variables that can make or break your rankings after hours upon hours of work. If it were all about building it and letting the masses come, then everyone would be as successful as which ever popular website comes to your mind. Stop over thinking and get to the fundamentals of what SEO really involves; web presence.
Wouldn’t it be convenient to take the same way you always do to work, see that the road is closed, but detour signs are happy to show you the quickest way back enrout? Most definitely; so you follow each sign turn for turn, seeing parts of a neighborhood you normally breeze through, and all of a sudden the detour signs stop. Now you’re in for a load of fun finding your way out of the boondocks and getting to work on time. The point is you would’ve liked to know the detour signs were reliable. Your website’s ranking depends on the same premise. The bots that search your site would like to know if your pages are relevant to a user’s search query, where your pages are, and how to reach them.
Give search engines better satisfaction than the past detour example I mentioned. Start with making sure your website at least has a sitemap. Now keep in mind there are two types of maps… an html-sitemap which is a user-friendly outline of your site and an xml-sitemap that outlines the pages you prefer the bots have indexed, outlines your page(s) update frequency, and the priority of particular pages.
The choice is actually yours though. Bots can index your site via either method. You can do a little research on the pro’s and con’s of either sitemap-type depending on how they relate to your website, but be sure to include one if you haven’t up to now. This is your site so be friendly to visitors whether human or bot. You wouldn’t have guests in your home without letting them know where they can be seated or where the restroom is. Be just as hospitable to your online guests in your overall web presence.
Written by: Glen Burton – SEO/PPC Coordinator
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