If you’re a digital marketer or a business owner who markets in the digital space, then you are surely familiar with Google Analytics. In fact, it’s probably one of your go-to tools when analyzing your website’s traffic and helping to identify trends in how users engage with your website. But, did you know that a big change is coming for the search engine giant’s main metrics aggregator?

Up until 2020, Universal Analytics was the default property type for users. But times they are a-changin’ and, as always, technology is following suit. Enter Google Analytics 4, or GA4, the next generation of Google Analytics.

In order to prepare for the overhaul that’s coming and how it will affect your business, you’ll want to be briefed on all the ways in which this new generation of Google Analytics will differ from the old one. So, what is Google analytics 4 exactly? And what’s in it for me?

Why This Change Matters for Your Business

If you use Google Analytics for tracking and monitoring metrics on your site, then this change matters a great deal to you. Why? Because ALL standard Universal Analytics properties will stop processing new hits come July 1st, 2023. Additionally, Universal Analytics 360 will stop processing new hits 3 months later, on October 1, 2023.

To ensure a seamless transition, you will want to familiarize yourself with the new measurement platform and be ready to adopt the new event-based data modeling tool by having as much website data collected as possible. Your website data from the previous version of Universal Analytics will be stored for at least 6 months but will no longer collect new data as of Q3 next year.

What Changes Can You Expect?

As a business at the forefront of the technology world, Google’s modus operandi is always to provide a user experience as effectively and efficiently as possible. The upcoming change to Google’s data aggregator is no different.

According to Russell Ketchum, Google Analytics Director of Product Management, “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions, and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.” Amidst the great Fall of the Cookie, (which, as a side note has been delayed yet again) and considering over half of all website visits come from mobile sources, Universal Analytics is just not able to accurately explain the complex user journey which often involves multiple touch points across devices and platforms.

A significant shift in how GA4 functions vs its predecessor is that it will now measure actions on your website as unified events across platforms rather than as siloed user sessions. GA4 also has user privacy as a top priority and will not store IP addresses or rely on user cookies to collect data.

GA4 also uses machine learning to help predict user behavior on site and in turn provide valuable insights for your business.

Get Ready for Google Analytics 4

Now that we are less than a year away, the clock is ticking. It is important for businesses to create their GA4 properties now and let both Universal Analytics and GA4 collect data in parallel. The longer you wait, the less historical data you will have to reference when UA is officially turned off. Like with the entire Google suite of products, GA4 is undergoing daily changes and upgrades. Reporting, Goals, and Attribution modeling all look different in GA4, so it may take some time to familiarize yourself with the new interface.

If you need help navigating the shifting landscape of website analytics we’d be happy to help. Get in touch with Punch Drunk Digital today we discuss your business goals and challenges.

I currently have over 250 emails sitting unread in my personal inbox from the past week. Sales and promotions, upcoming events, spam (seriously, how many TVs and iPhones can one person win?), and the list goes on. Buried beneath them are the lucky few that are opened and read – the chosen dozen that jump off the page and grab my attention. Chances are that your inbox looks about the same.

As a business owner, media manager, or anyone else with a message to send out, how do you rise above the masses of emails that are entering your client’s inboxes daily?

These are just 3 of the steps you can take to improve your email marketing open rates right away: Subject Lines, Send Times, and what I like to call, Bribes.

Subject lines: keep to less than 9 words or 40 characters. Keep it catchy and to the point. Use emojis if your brand tone matches, but don’t go overboard. This is the difference between scrolling through a list and seeing, “July performance” and “You helped us reach our goal!”

Send Times: It does matter when you hit send. You want to be at the top of the inbox when they go to check the mail. Make sure to research prime times for your specific industries. Some mailing platforms, like Mailchimp, allow you to calculate the best sending time based on the address list. As a general rule, the beginning of the workday, from 9:00 am – 11:00 am, is the best time to send out emails.

Bribes: Can you offer discounts, free items, prizes, or early access to special features? Emails with offers in them are more likely to be interacted with because let’s face it, we all love a deal. Tell your clients before they even open your email! Include major promotional items in the subject lines clearly and concisely. Avoid overusing generalized language like HOT SALE and BIG SAVINGS, since this won’t make you stand out. Instead, promote your giveaway by saying just that, “Free Giveaway! Details Inside!”

These three tactics will help you begin to stand out, but remember, your relationship with your clients is the biggest tool you have. Take the time to cultivate a real connection with them. Reward them for being loyal, give them something to look forward to, and keep it simple!

If you would like help managing your email campaigns or have more questions on best practices, please contact [email protected] for your digital marketing needs.

Did you know that nearly 73 million websites around the world use Google Analytics as a data reporting tool? It’s easy to see why. The platform provides website owners with a basic yet comprehensive overview of performance.

However, sometimes you need more granular data. This is where programmatic reporting tools come into play. If you’ve been using Google Analytics for a while, you may have noticed some discrepancies between your data and the data shown in programmatic reports, though. 

While it can be frustrating when your numbers don’t match up, there are a few reasons why this might happen, and most of them are nothing to worry about. 

In this comprehensive guide, we’ll go over four of the most common causes of discrepancy and explain what you can do to fix them. 

By understanding where the differences come from, you can rest assured that your data is still accurate (even if it doesn’t always match up with other sources).

Understanding Upcoming Changes to Google Analytics

If you’re into data tracking and reporting then you’ll likely know Google Analytics well. This free web analytics tool helps website owners and developers collect and analyze data about their website traffic. 

However, there’s a big shift coming in the next year. On July 1st, 2023, Google will retire GA3. This forces all businesses to switch over to the new and improved GA4 Analytics which was introduced in October of 2020.

The biggest difference between GA4 and the previous versions of GA is that GA4 uses a machine learning model to generate insights, while the older versions relied on manual reports. 

This switch to machine learning means that GA4 can provide more accurate and timely insights than its predecessors. Understanding how GA4 works and how it can benefit your website is essential for any web developer or website owner.

And, it’s an important precursor to understanding any data discrepancies you might be seeing or will see in the future when compared to programmatic reporting data.

Preparing for GA4 Analytics

Preparing for GA4 Analytics is key to ensuring a successful transition from Universal Analytics. While both platforms share some similarities, there are also important differences that need to be taken into account. 

The first step is to become familiar with the new Data Hub and its capabilities. This will allow you to better understand how data is collected and processed in GA4. 

Once you have a good understanding of the Data Hub, you can begin to migrate your Universal Analytics data over to GA4. This process will require some careful planning, but it will result in more accurate and actionable data.

Make sure that your website is able to collect and store data in the new format. Second, review your data collection practices to ensure that you are collecting all of the necessary information. 

Finally, familiarize yourself with the new reports and tools that will be available in GA4 Analytics. By taking these steps, you can ensure that you are prepared for the GA4 Analytics update and that your data is ready for the change.

How Does GA4 Change Analytics Reporting?

Ultimately, the switch is actually beneficial for anybody who relies heavily on data. This means that, if you’re currently seeing discrepancies between your Google Analytics data and programmatic reporting data, switching over to GA4 could potentially resolve those issues.

GA4 changes how analytics reporting is done by altering the way data is collected and processed. 

How this impacts you as an analyst depends on the features you use most and whether or not your team has made the switch. The biggest changes with GA4 are: 

Overall, these changes should make it easier to get accurate data that tells you what people are actually doing on your site or app. 

If you’re used to working with the old system, there may be a learning curve as you get used to the new features. But once you’re familiar with GA4, you’ll be able to take advantage of its many benefits.

What Is Programmatic Reporting?

Programmatic reporting is a way of automating the process of generating reports. This can be done using a programming language such as Python or R, or by using a tool such as Tableau. 

Most businesses use programmatic reporting to generate reports on a regular basis or to generate ad-hoc reports in response to changes in data. 

However, where it really comes in handy is in the ability to generate reports that are not possible to generate using traditional methods. 

For example, programmatic reporting can be used to generate reports that show the change in data over time or to compare data from different sources.

Ultimately, this makes programmatic reporting a powerful way of working with data. If a business relies heavily on complex data, it can make the process of generating reports more efficient and more accurate.

Is Programmatic Reporting Better Than Google Analytics?

While there are many opinions on the matter, the answer may depend on what you’re looking for in a reporting system. 

If you need granular, real-time data, then programmatic reporting may be the better option. On the other hand, if you’re just looking for general trends and don’t need to track every single user action, then Google Analytics may be sufficient. 

Ultimately, while Google Analytics is a powerful tool, programmatic reporting can offer some advantages. For example, programmatic reporting can provide insights about website visitors that Google Analytics cannot, such as where they came from and what they did on the site. 

In addition, programmatic reporting can be used to track multiple websites at once, making it easier to compare data across sites. As programmatic reporting becomes more popular, it is likely that it will start to replace Google Analytics as the go-to tool for web analytics.

Ultimately, the decision of which reporting system to use comes down to your specific needs and goals. And don’t forget that you can obviously use both.

If that’s the case, however, then you might be confused as to why data looks different on Google Analytics than it does when using programmatic reporting tools. Here’s why (and what you can do about it). https://punchdrunkdigital.com/inside-the-ring/googleanalyticsreportingdiscrepancies

Google Analytics and programmatic reporting tools are both essential for understanding your website’s traffic. However, you may occasionally notice discrepancies between the two. 

From a high-level viewpoint, this is usually due to the fact that programmatic reporting tools often use cookies to track users, while Google Analytics relies on IP addresses. This means that users who block cookies will not be counted in Google Analytics. 

Additionally, programmatic reporting takes into account ad frequency and viewability, while Google Analytics does not. As a result, discrepancies between the two tools are to be expected. 

However, by understanding the differences between them, you can get a more accurate picture of your website’s traffic. Let’s dive into the real reasons why you’re seeing discrepancies and then talk about how to resolve those issues.

Representative Data vs. Total Population Data

One of the main reasons why you’ll see discrepancies between these two types of reporting tools is because Google Analytics uses representative data. Programmatic reporting tools use total population data.

Representative data and total population data are two ways of looking at data that are both helpful and valid. So we’re not saying one is necessarily “better” than the other.

Representative data is a type of data that is based on a sample of a population. You can use it to make educated guesses about a population. But you’re not able to use it to see the specific behavior of each and every visitor.

Total population data is data that includes all members of a population. It is used to describe a population. Representative data is less accurate than total population data. However, it’s definitely easier to collect and analyze. 

Ultimately, total population data is more accurate, but it’s more difficult to analyze. This is why most small businesses don’t use it!

Which one is right for you? It’s less about which is “right” and more about being able to understand and implement the information you get from each one.

Representative data is better for making decisions about marketing campaigns. Total population data is better for making decisions about products and services. In this sense, it’s hard to compare the two but easier to understand why you might be seeing some differences.

Data Language Barriers

One barrier to using data effectively is data language barriers. This can make it difficult for people to understand what the data is saying and how to use it effectively. 

Namely, the issue here is that with Google Analytics and front-end DSPs, there are different terminologies for different types of events.

DSPs focus primarily on what happens before a user gets to your website. In this context, the data language they’re using is centered around impressions, views, clicks, and view-through rates. 

Google Analytics focuses on data that relates to what a user does once they’ve already clicked on your website. This means that a click isn’t the same thing as a user. Therefore, it’s like the two reporting tools are speaking different data languages.

Data language barriers can be overcome by using data reporting tools that are designed to be accessible to a wide audience, and by using a common language when communicating about data.

Define what a user is and what other metrics mean for your business. Then, use the reporting tool that most closely provides data related to your definition of that metric. 

Often, when it comes to Google Analytics vs. programmatic reporting tools in this case, it’s like comparing apples to oranges. 

Do Test Clicks Count?

If you’ve ever looked at your Google Analytics and compared it to your programmatic reporting, you may have noticed some discrepancies. For example, Google Analytics might show more clicks than your programmatic platform does. So what’s going on?

One possibility is that the way each platform counts clicks is different. Google Analytics counts clicks when a user clicks on an ad and is taken to the landing page. 

Programmatic platforms, on the other hand, only count clicks when a user actually engages with the ad. In other words, when they click on something within the ad itself. 

This means that if someone sees an ad but doesn’t click on anything within it, that won’t be counted as a click by the programmatic platform.

Of course, this isn’t the only reason for discrepancies between platforms. There could also be technical issues or differences in how users are tracked. 

But if you’re seeing a significant difference in click numbers, it’s worth considering that the platforms might be counting clicks differently.

Inaccurate Cookie Matching

Discrepancies between Google Analytics and programmatic reporting can cause issues with accurately matching cookies. Google Analytics uses first-party cookies, which are set by the website that is being visited. 

Programmatic reporting uses third-party cookies, which are set by a domain other than the website that is being visited. These cookies can be set for a variety of reasons, such as to track conversions or serve targeted ads. 5r90

However, because they are set by different domains, they aren’t always accurately matched. This can lead to discrepancies in the data that is reported by Google Analytics and programmatic reporting tools. 

As a result, it is important to be aware of these discrepancies when interpreting data from both sources.

Other Reasons for Google Analytics vs. Programmatic Reporting Discrepancies

Are there other reasons why you might be seeing differences in your data? Sure! There can actually be quite a few if you take into account all of the technical glitches that can occur.

However, here are a couple more that we’ve seen that could potentially be leading to skewed data.

Geographic and Attribution Inaccuracies

Definitely don’t forget about geographic inaccuracies and attribution inaccuracies.

Geographic inaccuracies occur when visitors to a website are incorrectly assigned to a particular geographic location. This can happen for a variety of reasons, but the most common cause is IP geolocation errors. 

If a visitor’s IP address is incorrectly identified, they will be incorrectly assigned to the wrong geographic location. This can lead to discrepancies between Google Analytics and programmatic reporting, as the two rely on different methods of determining geographic location.

Attribution inaccuracies occur when credit for a conversion is incorrectly assigned to a particular marketing channel. This can happen when cookies are blocked or deleted, or when users click on multiple links before converting. 

Attribution inaccuracies can also occur when users convert on a different device than the one they used to first visit the website. 

For example, if a user clicks on an ad on their desktop computer and then converts on their mobile phone, the conversion will be attributed to the desktop ad in Google Analytics but not in programmatic reporting. 

As a result, attribution inaccuracies can lead to discrepancies between the two types of reporting.

Ad Fraud Leads to Bot Traffic and Domain Spoofing

Discrepancies between Google Analytics and programmatic reporting also exist because ad fraudsters use sophisticated methods to commit fraud. 

For example, programmatic ad buying relies on real-time bidding (RTB) in order to purchase ad inventory. Advertisers are then able to target their ads to specific audiences. However, RTB is susceptible to bot traffic because it allows for automated bids. 

Bot traffic is generated by software that impersonates a real user in order to generate clicks on ads. This artificially inflates ad impressions and click-through rates. That ultimately leads to higher advertising costs for advertisers.

In addition, domain spoofing is another method that ad fraudsters use to commit fraud. 

Domain spoofing is when an advertiser’s domain is imitated in order to send fake traffic to the advertiser’s website. This fraudulent activity results in inflated web traffic statistics and can ultimately lead to higher advertising costs for the advertiser.

Do Discrepancies Apply to All Demand-Side Platforms?

Discrepancies between Google Analytics and programmatic reporting are not unique to one platform. In fact, they exist across all demand-side platforms (DSPs). The main reason for this discrepancy is that DSPs measure ad impressions in a different way than Google Analytics. 

DSPs typically use cookies to track ad impressions, while Google Analytics uses a combination of cookies and pixels. As a result, the two platforms often report different numbers of ad impressions.

Discrepancies can also occur due to differences in the way that DSPs and Google Analytics track mobile devices. 

DSPs typically use device IDs to track mobile devices, while Google Analytics uses a combination of cookies and pixels. This can lead to discrepancies in the reported number of mobile devices.

Finally, discrepancies may also occur due to differences in the way that DSPs and Google Analytics track ad blocking. 

DSPs typically use ad blockers to track ad blocking, while Google Analytics uses a combination of cookies and pixels. This can lead to discrepancies in the reported number of ad blockers.

How to Fix Click Discrepancies in Google Analytics

Worried about clicks as your main metric of choice?

If you notice that the total number of clicks in your Google Analytics account doesn’t match the number of clicks reported by your ad platform, there are a few potential explanations. 

It’s important to keep in mind that Google Analytics tracks clicks on your website. Your ad platform tracks clicks on your ads. As a result, there are a few potential reasons for the discrepancies.

First, let’s walk through why you might be seeing these differences.

Clicks on Your Ads That Didn’t Result in a Website Visit

This can happen if someone clicks on your ad but then navigates away from your website before the page has a chance to load. In this case, Google Analytics won’t register the click. 

Clicks on Other Elements of Your Ad

If your ad includes multiple links (for example, a clickable image and accompanying text), it’s possible that someone clicked on the image or text without intending to visit your website.

In this case, Google Analytics will register the click as interaction with your ad, but not as a clickthrough. 

Invalid Clicks

Google Analytics filters out certain types of invalid clicks, such as accidental clicks or clicks that were generated by bots. As a result, the total number of clicks reported in Google Analytics will be lower than the number reported.

How to Fix Click Discrepancies

This might sound super basic, but when you start to notice click discrepancies, it’s possible that you’re looking at two different time periods. Make sure that you’re comparing apples to apples by checking the dates in both places. 

Second, it is possible that Google Analytics is tracking clicks from bots and other automated systems. To filter out these clicks, go to the “Acquisition” tab and then click on “Source/Medium.” From there, you can click on “Exclude” and then enter the relevant information. 

Finally, it’s possible that some of your clicks are being attributed to the wrong campaign or source. If this is the case, you can use Google Analytics’ “Referral Exclusion List” to fix the problem. 

Simply go to the Admin tab and then click on “Property Settings.” Scroll down to the bottom of the page and you’ll see the Referral Exclusion List option. Click on it and then add the domains that should be excluded. 

By taking these steps, you can ensure that your Google Analytics account is accurately tracking your clicks.

Measuring Success Outside of Ad Clicks

In the digital age, data is everything. Marketers rely on data to determine which ads are working and which aren’t. But what if there was more to measuring success than just ad clicks?

Data reporting has come a long way in recent years. With the advent of real-time data, marketers can now see how their ads are performing in real-time and make changes accordingly. 

However, you might still see data variances. This is why it’s important to look at other measures of success when evaluating your marketing data.

For example, consider engagement rates. If people are seeing your ad it’s still successful. This is true even if nobody clicks on it. Or, if you’re seeing a lift in brand awareness or other key metrics, that’s also a sign of success.

So, don’t get too caught up in ad clicks. Measuring success outside of ad clicks can give you a more well-rounded view of your marketing data and help you make better decisions going forward.

Need Help Understanding Google Analytics and Programmatic Reporting

We’ve just thrown a lot of technical jargon at you. Whether you’re new to Google Analytics or love the in-depth data that programmatic reporting provides you with, we can help you make sense of any discrepancies you’re seeing.

From traditional ad agencies looking for a digital partner to local businesses that are entirely new to this whole digital thing, we can help you navigate the choppy waters of online advertising.

Get in touch today. We’d love to chat about how we can help you and your business grow. We promise not to leave you punch drunk with technical talk.

Our lives are becoming more digitally oriented by the day. Smartphones are now a common sight, and we use them for everything from keeping in touch with friends and family to managing our finances.

It’s no surprise that marketers are looking for ways to reach consumers through their mobile devices.

If you’ve been paying attention to marketing trends over the past few years, you’ve probably noticed an increase in the use of QR codes.

Read on to learn more about successfully using QR codes. 

What Are QR Codes & OTT?

QR codes are those black and white squares that look like a cross between a barcode and a checkerboard. They can be found on everything from product packaging to billboards.

Over-the-top media service (OTT) is a video streaming service that allows users to watch TV shows and movies on their smartphones, tablets, or computers.

It is becoming increasingly popular as it offers a cheaper and more convenient alternative to traditional cable TV.

Companies can use QR codes to direct customers to an OTT page where they can watch trailers or even episodes of their favorite TV shows.

This is an excellent way for companies to promote their OTT content and reach a wider audience. By using QR codes, marketers can provide consumers with immediate access to more information about their product or service. Marketers can also reach consumers with targeted, engaging content that they can watch on their schedule.

If you’re looking for a way to reach more consumers on their mobile devices through QR codes and OTT, this article will give you all the information you need.

We’ll also provide some marketing tips for promoting your business!

How to Use QR Codes & OTT for Successful Marketing

While QR codes may seem like new technology, they have been around for over 20 years

Initially created for the automotive industry in Japan, QR codes are now used in various industries, including marketing.

QR codes can be a great marketing tool for businesses of all sizes. When used correctly, QR codes can help companies reach a wider audience, promote their products or services, and track data.

To use QR codes for marketing, you will need to create a QR code that links to your desired destination. You can do this with a free online QR code generator.

Once you have created your QR code, you can print it on flyers, business cards, or other marketing materials. You can also display it on your website or social media page.

When customers scan your QR code, it will take them to your desired destination.

Ensure that your QR code leads to a landing page optimized for conversion and mobile-friendly. The page should be clear and concise, load quickly, and contain a solid call to action.

There are several ways that businesses can use OTT for marketing purposes.

One is to create their own OTT service, which can showcase your company’s products and services or provide exclusive content to loyal customers.

Another option is to partner with an existing OTT service and use their platform to reach a wider audience with your marketing message.

You could also sponsor specific content on an OTT service or place commercials in the service.

In recent years, QR codes and OTT have been used for marketing Connected TV.

By scanning a QR code with a smartphone, viewers can be taken to a website or app that provides more information about the show or movie they are watching.

OTT services like Netflix and Hulu have used this technology to significant effect, providing viewers a way to learn more about the content they are watching and potentially sign up for a subscription.

This has been a great way to market Connected TV and increase its reach.

The Benefits of OTT & QR Code Marketing

There’s no denying that QR codes are becoming more and more popular. And there’s a good reason for that – they’re a potent marketing tool.

QR codes are a great way to make your marketing more interactive. Instead of just passively consuming information, QR codes give people the opportunity to engage with your brand actively.

They make it easy to track who’s interacting with your marketing and how. This valuable data can help you fine-tune your marketing strategy and make sure you’re reaching your target audience.

QR codes are also a very cost-effective marketing tool. They’re quick and easy to create, and there’s no limit to how many you can use.

Finally, QR codes are easy for people to use – all they need is a smartphone and a QR code reader app (in most cases, the camera app has this feature built-in).

And with more people using smartphones, it’s likely that your target audience is already equipped to use QR codes.

One key benefit of OTT is that it allows marketers to target specific audiences with laser precision. 

OTT platforms provide an immersive experience that can engage viewers and encourage them to take action.

OTT marketing can also be significantly cheaper than traditional marketing channels and can reach a wider audience.

If you’re looking for a new and innovative way to market your business, QR codes and OTT are great options. With their many benefits, they’re sure to help you take your marketing to the next level.

The Future of QR Codes & OTT

There’s no doubt that QR codes have become an integral part of marketing campaigns for small businesses and large enterprises alike.

Their ability to connect offline and online worlds makes them an ideal tool for driving engagement and sales.

OTT and QR code marketing are here to stay, and it’s only going to become more critical in the future.

As more and more people consume media online, companies will need to find ways to reach them where they are, and you will be ahead of the curve!

Have more questions about setting up QR Codes for your business? Get in contact with us today!

3.2 billion.

That’s the number of ads that are turned away from the digital marketing ad freeway on average every year. That means that 100 ads per second were being rejected.

How can you make sure that your masterfully planned and funded ads don’t befall the same fate?

What was that famous saying?

“Knowing is half the battle.”

Let’s peel back the layers on your digitized ads, and dive into the top reasons why they may not be showing on Google Search.  

1. Payment Declined – Fill the Coffers

Crafting a budget for your pay-per-click campaign is a crucial step to ensuring that your ad goes on and lives a long and rewarding life. The first step to this is making sure that you have the means to keep your ad on life support.

What happens if you don’t?

Then you can’t come up with any more killer ads on Google, and your PPC campaign is dead in the water.

Any linked accounts are put into a timeout and suspended by Professor Google — even email accounts that you’ve linked to it. You’ll also be blocked from creating any other accounts in the future. How can you go full Sherlock Holmes and investigate the cause of this?

How to Fix It

Find that tool icon and select billing summary under “Billing”. You should be able to spot the date of the decline, as well as if your card company or bank shared the reason for the decline.

After that, get in touch with your bank, where the bank customer service representative should reveal the true reason for the decline. The most obvious way to remedy this plaguing issue is to fund your bank account that is linked to your Google account if that was the reason for the decline.

If there’s enough in your account, then make a payment so that you can get your ads back in front of eager customers’ eyes. The quickest way to do that is to make the minimum payment that is required. This will put your account back into good standing, and you’ll be able to get your ads back up and running.

Wipe that sweat off of your brow, because you’ve solved this issue for now. But your hand soon flies up and smacks your forehead, because you’re not out of the clear yet.

Your ads still aren’t running! Why could this be?

2. Bad Ad Copy – Don’t Peddle

This is where you’ll have to dive into the terms and conditions of Google’s policies. Essentially, there are 4 ways that the ban hammer can come crashing down upon your ads.

Prohibited Content

This is content that, put simply, you can’t advertise on Google. What would this entail? Counterfeit Goods

This is the realm of thieves who hijack popular brands and use them as their own. Their weapons are trademarks or logos that are identical to their original owners, or simply mimic the features of the product.

If you’re doing affiliate marketing, then this is something that you must tread carefully with. Many marketers will pull the same logo and image, and try to pass it off as their own. This could ring the ban bells, so be careful. Dangerous Products or Services

Don’t advertise the purchase of grenades, cocaine, acidic, etc. We think that goes without saying, Stewie Griffin. Enabling Dishonest Behavior

Don’t be the peddler of shady products that promote even shadier behavior. This runs the gamut from creating software to hacking manuals. Promote products that have integrity, and you’ll avoid cruising this ban avenue. Inappropriate Content

In this politically charged era, this area has been growing greyer and greyer, as political free speech has been perceived as coming under attack by social media platforms. Whatever the case, it helps to hold to common sense when you’re creating your ads.

Shy away from anything that promotes hate, violence, or throws up shocking images — because the internet is more and more becoming the playground of young minds. Google is aware of this, and so should you.

Other reasons for ad copy dinging the ban bell could be: Misrepresentation of Services

(Overzealous salesmen, we’re looking at you). Don’t make exaggerated promises that the product or service cant deliver.

Keep your Google Search ads away from R-rated content. Keep it PG, and you’ll be good to go. That means no sexual themes, kiddos. Keep those in the cinema, and out of your ads.

Alright, so your ad copy is homely, honest, and zinging with amazing style. But they still aren’t running, and your forehead is about to make an appointment with your office desk.

The problem could be the vital element that helps push your pay-per-click ads out to the masses: your keywords.

3. Disapproved Keywords

You will know if your keywords aren’t approved by these four status types:

If your ad group has been crushed under the ban hammer, then it’s because the keywords were labeled as “Not Eligible”.

What could’ve triggered this disappointing label?

If your head is still spinning about the possible reasons why your keywords were victims of the ban hammer, then remember the golden rule:

Remember that your advertising on Google effort shouldn’t be dipping into edgy territory, where you promote dangerous products, have racy images or themes, or promote the fact that your service or product is the cure for the human race.

As long as you avoid doing those things, and don’t lift content from other creators, then your keywords stand a good chance of avoiding Google’s prying eyes.

So, you have double-checked your copy, and you have keywords that strictly adhere to Google’s guidelines. But as the days wear on, the ads are still in purgatory Google hell.

What could be happening? Unfold your microscope, and peer into the punctuation and spelling of your ads.

4. Spelling Issues – Bad Yoda Is

If you tried to get cheeky with your spelling, then you might have gone too bold. In that case, Google will strike down any ad that tries to deploy odd and unconventional spelling.

If Yoda was crafting an ad for recruits to flock to the Rebel Alliance, then he would find a difficult time getting anything past Google. No, Yoda, Google isn’t an arm of the emperor, it’s your spelling that’s holding you back.

Don’t say a thing like: “Buy here you must”. Whether accidental or on purpose, google will hunt these ads down and trample them like AT-STs on Hoth.

But that’s not the only goof that Google will flag you for.

If your ad rambles about non-sensical things or has incomplete thoughts, then Google will hold those from reaching your customers’ eyes. Perhaps for the better, because good copy is a clear copy, and no one will be wanting to buy from someone that has an ad like this:

Join the Rebel Alliance because we are great and amazing and cool and fun and…

If that’s the message that you’re pushing, then Luke and the gang will never stand a chance.

5. Punctuation and Symbols – S.O.S

If you want to convey a message, don’t beat us over the head with it. Which message sounds better:

Which one is the one that Google is going to crush beneath its hammer? Remember our golden rule about not promising the moon to viewers of your ad?

That’s right. Not only does the second headline break that rule, but it throws in an exclamation mark, which is forbidden in the realm of Google Ads. The reasoning for this is simple, and it’s tied into the overpromising sin.

Some beginner marketers tend to think that the more exclamation marks they throw in, the more important the product will seem. Only, that runs the risk of inflating the product from what it is.

If you want to make your headline sing in the minds of your customers, the power of your words must do the trick. This dovetails us into another golden rule.

Symbols, keep them on the sidelines. Any use of asterisks, bullet points, or ellipses will trigger suspicion from Google. Play it conventionally, and you can stay out of Google’s spotlight.

You’re almost there, you think, as you build out your stellar copy that speaks to your customers while crafting concise sentences that speak to your audience.

Ony, something is still off, and your office desk is looking more and more appetizing to your forehead. Before you bash it to smithereens, let’s revisit your keywords.

Because there’s a type of keyword that’s a key weapon for targeting your audience: the negative keyword.

What is it, and why does Google Search want to see these in your ads?

6. No Negative Keywords in Your Ads

This is Google being your Master Jedi because they want your campaign to reach only the people that you want to reach so that you can reap a host of PPC benefits. 

A negative keyword does just that. So, young Padawan, how do you accomplish this?

Well, for you to reel in the conversions that you want, you want to make sure that your keywords aren’t sending your ads out to the wrong people. Let’s use lightsabers as an example, because who doesn’t want a lightsaber in these trying times?

Well, let’s say you decide to use the term “light sword” as a keyword. Well, this could potentially mean many different things. For example, it could be a term that Jon Snow plugs into his Castle Black typewriter, looking for a sword that has lightweight.

On the other hand, it could be a Jedi looking for a lightsaber. Who knows, right? For that reason, you might want to include this as a negative keyword, so that you block out the Jon Snows of the world — because he knows nothing.

You want to stick to your target audience, to pull in the ultimate conversions. It’s for this reason that Google wants to see these in your pay-per-click campaign, and the lack of them could trigger the ban hammer on your ads.

Now, you start to grin from ear to ear, as you plug in your negative keywords. Slowly, you are crafting the ultimate campaign that Google simply can’t deny.

Only, it does. Your stomach drops as your phone buzzes in your pocket.

“Account Overdraft,” the bank notification reads.

7. Running Out of Budget

In this case, you would have to wait until you can deposit the funds to bring your ads back to life. Until then, they’ll be relegated to the marketing sidelines. How can you avoid this?

By setting a daily cap for your ad spend, control the amount that is leaving your account.

Just beware. If you’re bidding in an industry that demands sky-high CPCs, then you’ll have to craft a hyper-targeted campaign to help manage and control your budget for peak effectiveness.

After all, not every click is created equal.

A person scanning their phone during a lunch break is less likely to convert than someone perusing their phones after work during their relaxing session with a sofa and glass of wine — and, hopefully, not GOT Season 8. 

By comparing your CPC and bid adjustments with how much cash you’re able to throw around, you can set how much money you want to spend per day, and at what time your ads are displayed.

Get Aid in Your Google Search Battle

After all, not all of us have the capital to blow through unlimited budgets with the soft squishy cushion to run a smattering of A/B split tests, to craft the perfect gem of an ad through trial and error.

You want to get it right the first time, as much as possible.

Well, reach out to us about our buffet of services that help you and your business master the marketing game…

So that your Google Search ads don’t find their way into Google trash.

infographic a history of pay per click
Online Awareness For Your Brand, branding on coffee cup.

Most brands spend millions on TV ads, billboards, and other traditional media to build awareness. But you don’t need this expensive, standard marketing model. You already have the channel of social media to create online awareness easily.

5 Easy Ways To Build Online Awareness For Your Brand

Social media isn’t just about posting pictures of your weekend. It’s also about sharing content that is engaging, relevant, and of interest to the public. Many brands have amazing stories to tell but lack the resources to tell that story online.

That’s where social media comes in. Social media is a cheap, fast, and effective way for businesses to build online awareness. 

By sharing great content and interacting with people, brands can build a community of followers who trust their brand and want to interact with it. 

This article will explain the benefit and importance of brand online awareness and the five most straightforward ways to build your online brand awareness through digital marketing.

What is Online Awareness?

Brand awareness, also known as name recognition or brand recall, is the degree to which the public recognizes a product by its name and can identify the product among its competitors. While traditional advertising can increase brand awareness through brand-related messages, it alone is insufficient to achieve this goal in today’s age.

Online awareness is brand awareness, just without the traditional ads of the past; just done through the internet. You create awareness through a website, social media, or online advertising, all forms of digital marketing campaigns and initiatives.

Benefits of Digital Marketing For Online Awareness

Digital media is the fastest developing and easiest to access platform for delivering marketing messages. Digital marketing is the best-suited strategy to reach, engage, and convert customers. Digital media provides marketers with unparalleled reach, scale, and personalization.

Consumers now expect companies to have online accounts to interact with them and, of course, expect those accounts to reciprocate. Consumers and other businesses also hope to engage with companies on multiple platforms, not just websites, and they expect those platforms to be integrated. This means that brands need not only a website but also a presence on social media platforms. 

Digital marketing is an umbrella term for marketing using digital technologies, such as the internet, mobile phones, social media, and email. Innovation has become indispensable in today’s business environment, as digital marketing is cost-effective and scalable. Digital marketing is also highly measurable, allowing you to identify what works and what doesn’t.

Digital marketing has several key benefits, including:

Top 5 Easiest Ways To Grow Brand Awareness 

Increasing your online awareness can be done in several ways. With so many social media channels available, it’s easier than ever to jump in and start promoting your business. However, it’s important to remember that you have to carefully choose where to spend your time and effort. 

Here are the top five easiest methods to get started.

1. Write Guest Blogs And Articles In Your Niche

Guest posting can be a great way to get your brand noticed. However, it does take work. First, identify influencers and online publications who would be interested in your content. Then reach out to them to see if they would be open to having you guest blog for them. 

Blog posts featuring your brand offer a tremendous opportunity to capitalize on the content already being enjoyed on a blog that is receiving a steady flow of traffic. By making your brand visible on this content, you’re providing opportunities for a new audience to learn more about your brand, purchase products or services, or connect with your social media.

Seeing your brand next to content people enjoy brings us another benefit of trust on different websites and blogs. Bloggers have built up a strong reputation among their readers, so readers will assume that your brand is trustworthy when they present your content. This trust can go a long way toward helping increase your audience and traffic.   

Be The Expert!

By becoming an authority in your field, you’re also helping to build your target audience – they are interested in your content, so there’s a real chance they will buy your products or services. Being an MVP in your niche also helps others in the community feel that they know you and are more likely to work with you. Sharing information about problems your product or service solves through case studies, testimonials, blog posts, or articles for trade publications will demonstrate your industry expertise. This builds brand recognition as an industry leader and positions your product or service as a credible solution to customers’ challenges.

Guest blogging is an excellent way to share your knowledge with others, and it’s also a great way to attract visitors to your website. By writing content that people find helpful, you’ll attract visitors and attract the attention of search engines. However, if you’re not confident with writing, consider hiring a freelancer to create your content.

2. Start a Referal Program

Ask your customers to refer you to their network of family and friends. Many businesses now use referral programs to grow awareness. And there’s no question that they’re highly effective. Referral programs help companies to develop and maintain strong customer relationships. By rewarding loyal customers for telling others about your business, you’re showing them that you value their opinions.

The power of word-of-mouth marketing lies in its ability to tap into the trust that already exists between a customer and their network. Customers turn to their network for recommendations because word-of-mouth is trusted over other forms of advertising and because referrals are considered more personal. 

Rewards and Gift Cards

Another way you can incentivize customers is to offer rewards as part of the program. Many companies offer gift vouchers or in-platform perks like extra loyalty points or exclusive discounts shared on social media to followers and email subscribers. These are great ways to reward customers who actively engage with your brand while also providing an element of gamification that helps to get them to engage with your brand even more.   

3. Build Awareness With Activism

In today’s world, brands have the opportunity to take a stand on issues that resonate and align with their core values. By translating your values into regional or global causes, you have the chance to build awareness for not only the cause itself but online awareness for your brand and expose your brand to new audiences. 

By translating the values and goals of your brand into support for important causes, you can apply your resources to a meaningful purpose. Your company can help provide solutions, whether finding clean water for Africans or ending violence against women.

Building your brand around activism can make your business stand out, and consumers are more likely to engage with your company and brand if they know why your company is doing something.

4. Provide Exclusive Access

Exclusive access can also be a powerful tool. Creating a buzz around a new product launch, for example, can help create excitement among your target audience. By offering an opportunity to preregister or beta-test your product, you’ll gain valuable insight into how your product will be used and the kind of customers it will appeal to and create brand awareness in the process.

Your loyal customers are your best advocates. They already trust your brand and are willing to try new things. Offering them exclusive access is a great way to incentivize them to help you out and further brand recognition

5. Create a Branded YouTube Channel

Another proven method of reaching consumers is by inviting them to watch your content on YouTube. By capitalizing on YouTube’s popularity, you can initiate a community around your brand, showcase your expertise, and drive further engagement.

YouTube, the second largest search engine in the world, has one of the largest audiences on the internet, with more than two billion monthly active users. By sharing videos, you can tap into the YouTube ecosystem, where consumers watch hundreds of millions of hours every day. For brands looking to reach consumers, YouTube offers valuable opportunities for content promotion.

Capitalize on consumer demand by creating short videos that tell your brand story – whether it’s unboxing a new product, showcasing a new service, or giving a behind-the-scenes look at your company. This content also works well on other platforms, such as your website or social media channels. 

Consult With a Digital Marketing Agency

While these are the easiest ways to increase your brand awareness, it’s just the tip of the iceberg. Contact Punch Drunk Digital today to see how our experts, Steve and Marcy, can help your business.

Google My Business PunchDrunk Digital

Let’s say you own a sushi restaurant in Orange County, California, and you are ready to welcome new customers. Would you target your market to the whole United States? No, because a sushi lover from New York is less likely to drive to California for your restaurant.

However, if you gear your marketing toward people in Orange Country, California, you will have a successful restaurant. This is why understanding Google My Business plays an essential role for your local business. Continue reading to learn more about Google My Business.

Understanding Google My Business

Google My Business (GMB) is a multi-tiered platform that allows you to:

One of the benefits of Google My Business is that it’s a valuable tool to attract local customers.

How to Establish a Google My Business Profile?

Make sure the company you’re promoting has a Google account and is accepted into Google My Business. When establishing your profile, complete as many fields as possible. Once you’ve entered as much information as possible, you’ll have to validate your listing. 

This allows you to maintain control and modify it in the future. You may need to list a business in ten or more locations simultaneously. The easy way to do this is with a spreadsheet to do a bulk upload and request bulk verification.

Where Google My Business Data May Be Shown?

The data need to get approved into the Google My Business system. It will begin appearing in several of Google’s local search displays. This includes both mobile and desktop versions.

Google Profiles for Businesses

Your complete Google Business Profile (GBP) will usually show when you search for a business using its brand name. This is often done together with a city name.

A GBP may also appear for non-branded searches (e.g., “vegan burger near me”). This may occur when a search term has little competition or when Google thinks a search phrase is intended to locate a particular brand rather than a range of results. Although Google Business Profiles are very long, a condensed version appears as follows to the right of the organic search engine results:

Local Packs on Google

Local packs are one of the primary ways Google ranks and presents information about local businesses in their index. Local packs are shown if Google determines that a search query has local intent. Google does not need the searcher to include geographic keywords in their query to infer local meaning.

Nowadays, a local pack comprises of three company listings, with the ability to expand the list through a map or a “see all” button. Local packs may sometimes include less than three results, and the information Google includes in them varies.

Google Local Search

When a searcher clicks on a map or the “see all” link in a local pack, they are sent to the display known as the Local Finder. This will show several listings in groups of tens, which are the map listings. The searcher can zoom in and out on the map to observe how their choices vary.

This kind of result’s URL starts with google.com/search. While certain sectors, such as hotels, have their own displays, most local company categories will have the ranked list of results on the left and the map on the right.

Google Maps

Google Maps is the default display for Android smartphones and desktop users. It may also search using this interface rather than Google’s standard search. At the top of Google’s desktop display, you’ll see a “maps” link.

Google Maps searches provide results similar to those from the local finder. It is conceivable that Google may eventually unify the user experience and have local packs default to Google Maps rather than the local finder.

Insights From the GMB

The GMB dashboard has analytical tools dubbed GMB Insights. It’s a beneficial interface, even if the names and purposes of some of its components are a little obscure. Among the statistics you’ll see in GMB Insights are the following:

There are some really critical data in GMB Insights, so it’s best to have a thorough understanding of it.

How To Use Google’s Local Features To Build Your Local Company

While each local business’s strategy to marketing on Google My Business and Google Maps will be unique, most businesses will optimize their development potential on both platforms by following these seven fundamental steps:

1) Establish a business concept (brick-and-mortar, service area business, home-based business, or hybrid). 

2) Determine Google My Business eligibility based on the company model. Then adhere to the criteria outlined in the Guidelines for representing your business on Google.

3) Before creating GMB profiles, ensure that you are dealing with a canonical source of data. Make sure the data is verified by all key stakeholders at the company you are promoting. 

4) Create and claim profiles for each area you want to promote. Depending on your company model, you may be eligible for extra listings for practitioners within the business or various divisions within a location. Certain models, such as car dealerships, are even permitted to have numerous entries for the automobiles they sell.

5) Once your listings are online, you’ll want to manage them on an ongoing basis. Management responsibilities will include the following:

As a key component of your customer service policy, reply and acknowledge all reviews.

6) Ongoing education is critical to inform Google’s rollout of new: 

Follow local SEO professionals on social media, local SEO newsletters, and keep an eye out for professional industry surveys to see which variables appear to be getting the most exposure and growth.

7) In addition to maintaining your own local company profiles, you’ll need to have an understanding of how they interact in competitive local marketplaces. You’ll have competition for each search term for which you wish to improve your visibility, and your consumers will see the various pack, finder, and map results depending on their location at the time of the search. 

Avoid becoming obsessed with becoming #1, but do learn to do fundamental local competitive audits to discover trends.

In summary, if you focus on:

These are the optimal formula for building a solid foundation for the local businesses you market.

The Prediction of Google Searches Toward Local Businesses

As of mid-2020, Google had a 92.16 percent dominance of the worldwide search engine market. While other search engines such as Bing or Yahoo continue to play a role, their market share is minuscule compared to Google’s. This dynamic may change with the Apple search engine, but for the time being, Google has a monopoly on search.

Within Google’s colossal search market share, a Google official said in 2018 that 46% of searches had a local purpose. Google is expected to handle 5.8 billion worldwide searches per day. It’s worth noting that Google predicts that searches to support local businesses would rise by 20,000 percent in 2020.

What is Local SEO

Local SEO is the process of improving a business’s online presence through localized organic search engine results. It’s critical to delivering contemporary customer care and ensuring that today’s companies can be discovered and selected online. Small and local companies account for the lion’s share of the US economy, making local SEO the most common kind of SEO.

Local SEO and Google My Company marketing are not synonymous. However, understanding how to use GMB as a tool and asset is critical for fostering local business development. This is especially true given Google’s near-monopoly.

Local SEO Campaign

A comprehensive local SEO campaign will manage various components of the GMB profile, as well as:

Comprehensive local search marketing strategies also include all of the business’s offline efforts to be discovered and selected.

Concentrate on Google My Business but Expand Outside Google

Each element of brand marketing has its advantages and disadvantages. This is not the case with Google My Business. To provide a more realistic perspective on the landscape, let us take a closer look:

The Favorable

The most appealing feature of GMB is that it fulfills our requirements as company owners and marketers for assisting local companies in being discovered and selected. 

What Google has created is a technological marvel. With minimal effort on your part, GMB enables you to:

Basically, it helps build brands for local household names in the offline world.

The Adverse

The most apparent disadvantage of GMB is that its popularity has given Google too much leeway in allowing problems like listing and review spam to degrade the quality of search results. Without genuine competition, Google has not shown any internal commitment to resolving issues that affect local businesses and communities.

Meanwhile, a dispassionate assessment of Google’s local strategy notes that the corporation is increasingly selling its findings. While GMB profiles are now free, growing initiatives like Local Service Ads hint at a more expensive future for small companies on a shoestring budget.

Ethical Concerns

Local businesses and marketers (as well as Google workers) are faced with ethical concerns. This has resulted in:

If you devote your professional life to fostering diverse, inclusive local communities that value human rights, you may sometimes come into a fundamental misalignment between your objectives and those of Google.

The Snare

While managing your Google-based assets requires time, do not allow it to consume all of it. Because local company owners are so busy and Google is so pervasive, a trap has formed in which it may seem as if GMB is the only game in town.

The old cliché about eggs in baskets comes into play whenever Google introduces:

Occasionally, Google’s concept of local just does not align with real-world reality. Something as simple as a missing category or an underdeveloped feature prevents your company from expressing what it provides.

The danger is that Google’s walls may be so high that the constraints and restrictions imposed by their platforms are misunderstood for the whole of local search marketing.

The Road to Achievement

The common misconception is that once you complete your GMB, you can leave it alone. That’s not true; like a plant, it requires care and attention. Here are some tips to keeping your campaign alive and thriving:

Relevant Information

Provide Google with all the information it needs to regard the businesses you promote as relevant for nearby individuals. The business you promote should become prominent local resources in Google’s index.

Combat Spam

Combat spam in the areas where you advertise to filter out fraudulent and ineligible rivals and safeguard neighbors from scams. Take strong positions on the topics that are important to you and your consumers. Don’t forget to foster public relationships and a brighter future where you work and live.

Repeated Customer

Transform the online environment into a one-on-one strategy where you have complete control over generating great customer experiences. The goal is to earn repeat business and word-of-mouth referrals outside the GMB loop. Convert every client Google gives you into a keeper who makes repeated transactions with you.

Where Can You Get Google My Business?

Understanding Google My Business will help you figure out the next step. You want to aim before you shoot. It wouldn’t make sense to target a group more than 2 hours away from your business.

Time is valuable, and people prefer products and services nearby. That means marketing a local business requires a local strategy. Contact us today to learn more about GMB, local SEO, and getting started immediately.

Digital Marketing For Business Owners


Having the best product or service in the market is the first step towards business growth. You can attract and keep customers when you’re selling innovative and high-quality products or services. But how will you let the world know that you have a product in the market? You advertise them.

Before the internet, businesses would advertise their products through word of mouth or by using traditional advertising. While the traditional method can still work, they are incredibly expensive. Imagine how much it would cost you to advertise in newspapers, magazines, or television — hundreds or thousands of dollars!

Today, businesses are provided with A LOT of tools that they can use to reach out to their target market. And we’re not just talking about one geographical location. With digital marketing, you can reach out to clients globally. Compared to traditional media, digital marketing is also not expensive. So whether you are a startup or already an established business, you need to learn the importance of digital marketing. Better yet, consider hiring digital marketing experts who can help you. These professionals know digital marketing like the back of their hands — and they can help you drive more traffic to your website, increase your conversions, and ultimately help you achieve a competitive advantage.

Learn About SEO

SEO or search engine optimization is the process of optimizing your web pages for Google. With SEO, you’ll need to know the keywords your customers are using when they look for certain products or services in Google.

The keywords are words or phrases that a user types in the Google search bar. For example, if they’re looking for a restaurant in New York, they may type in “best restaurants in New York.” If you have a restaurant in the state, you need to optimize or create content with the keywords “best restaurant in New York.” If your webpages are optimized and the user types in the keyword, your website would appear in the search engine results pages. As a result, you can create more awareness for your brand. It can drive traffic to your website and can eventually help you improve your conversions.

If you’re still new to SEO, we recommend that you hire a digital marketing agency for assistance. This is because SEO is more than just optimizing web pages; other factors also need to be considered, like other ways to drive traffic. Digital marketing agencies know how to do this as they have been doing it for years. They know what kind of strategies will work for your business. Simply communicate with them what your business objectives are — and they can help you implement marketing strategies that can help you achieve your business goals.

Content Can Attract and Keep Customers

Capturing a user’s interest is one of the goals of content marketing. This is how you can establish trust and create more awareness for your brand. When done correctly, content marketing can also make you an industry expert. And remember, customers like to buy products and services from brands that they trust.

To become successful with content marketing, you need to create informative, relevant, and high-quality content. Remember, you’re not just writing for your customers too but also for search engines. Content marketing can help you get better rankings in the search engine results and help you gain more leads.

Create content with your target audience in mind. Who are they? How will they benefit from your content? It would also help create content for a buyer’s journey, from creating awareness for your brand and content for those already using your product or services.

When creating content, make sure also to use CTA or call to action to get a user to do something. One example of a call-to-action is “Buy Now” or “Sign Up Now.” CTAs can help you get more leads and also generate more revenue.

Remember, there are many types of content, not just articles or blog posts. You can also create infographics, videos, ebooks, white papers, etc. Just make sure that the content can benefit the users. Keep in mind to also be very consistent with publishing relevant and high-quality content to your website. Rest assured, it can help boost your SEO efforts.

Don’t Forget to Measure Your Marketing

Creating and implementing a marketing strategy is one thing; measuring their performance is another. The only way you can know whether your efforts are paying off is by having key performance metrics. Your KPIs must align with your goals; for example, you may want to measure the conversion rates if your goal is to generate revenue.

As soon as you know what works, improve your strategy even more. And try to change or alter strategies that don’t work. Don’t be afraid to also try other strategies. You don’t need to stick to one; try different strategies that may help you drive traffic and increase conversions. Better yet, get help from digital marketing agencies as they have experience with implementing and measuring performance.

Have a Mobile Version of your Site

Today, most users use their mobile phones to find information online and buy products or services. It’s for this reason why Google uses the mobile version of your website first for indexing and ranking. If you want to maximize your ranking, make sure that you have a mobile version. Ensure that your posts are also optimized on your mobile.

Work on Site Speed

If you want to keep customers and improve search rankings, ensure that your website loads fast. When it takes more than three seconds for your webpage to load, chances are you are going to use a customer. Users don’t really have time to wait for your website to load up. They will only move on to other websites.

Ensure that your site loads really fast. You may need to work on the technicalities of your website to help you maximize speed. Get help from professionals if you don’t know how to do this. Also, don’t forget to test your website speed, so you know whether your website loads or fast or not.

A few things you can do to improve site speed include deleting plugins that you never use and resizing your images. Don’t forget to use the PageSpeed tool to help you test your speed and understand what needs to be improved.

PPC Can Drive Traffic to your Website

With SEO, you can drive organic traffic to your site. When you use PPC, this means that you will be paying when a user clicks your ad. Think of it as buying visits for your site. One of the benefits of using PPC is that the user who clicks your ad is more likely to buy from you. They are the type of people that actually search for similar products and services that you’re selling, which means that they can drive immediate results.

PPC can help you generate high-quality traffic and can boost traffic almost dramatically. It’s also measurable and not dependent on Google algorithm updates. For PPC to work, you only need to create attractive and effective ads. Don’t worry; you can always look at the data and see which ads are performing and which ads need to be altered or changed.

With PPC, it’s extremely targeted and also real-time. Moreover, you can also control how much to spend to set the maximum price for every click.

Do you want to know how PPC works? Then, consider speaking with a digital marketing agency to help you make an informed decision on what marketing strategies can help your business.

Utilize Social Media Marketing

Today, users would check for a business social media presence first before checking their website. They will more than likely trust you when you have a huge following on your social media platforms. So make sure that you are also active on social media. As much as possible, engage with your audience.  You can build trust when you communicate with your prospects and customers. Always address their concerns or reply to their comments when you can. Most importantly, ensure that you share your content on your social media platforms and encourage your audience to take action.

Contact PunchDrunk Digital

Do you need help with your digital marketing? Don’t hesitate to get in touch with us. Our team of experts has been helping both startups and established businesses for years. We are committed to providing only top-notch digital marketing services to all of our clients. Our goal is to help businesses of all sizes reach out to their target audience, create awareness for their brand, help them become industry leaders, and generate more revenue to grow their business.

Contact us today to talk about your business goals and what strategies would be beneficial for your business.

digital questions


What’s It Like To Work In Digital Marketing?

Every now and then PunchDrunk Digital receives an email from a college student working their way through an advertising or marketing degree. These emails usually contain a list of questions their professor has assigned them with the intention of reaching out to advertising agencies for answers. We always enjoy getting these questions. They typically get us thinking internally about the whats, whens, and most importantly whys of being in the digital agency game.

We thought it would be interesting to share these so below is the back and forth communication between our most recent student and our Managing Partner, Steve Blanshan.

Initial Email:

Hello, my name is Lisa Johnston (names have been changed to protect the innocent). I am an aspiring graphic designer currently going to school at Jacksonville State University (in Alabama).

One of my graphic design classes requires us to ask different design studios a list of questions that I believe could help me to be more knowledgeable of work in the field of Graphic Design (for our final exam grade on May 3rd).

I especially wanted to know how life is like for people either joining a studio or starting their own studio. Do you have the time to answer these questions? I know that you are probably very busy.

Thank you!

Steve’s Response:

Hi Lisa,

Thank you so much for reaching out and we would love to help. At PunchDrunk our core specialty is digital marketing strategy and fulfillment and though we do some design work in-house the majority of our clients are brands or advertising agencies that already have the imagery/graphics created and don’t need us for those services, so I’m not sure we would be very helpful.  With that said, if you get in a jam and others won’t respond, please let me know and we will do our best to help you.

Thanks and good luck,


Lisa’s Gives Her Questions:

Thank you for getting back to me! I’m sorry that mistook your company for being on the graphic side of work. Even so, it would be helpful to know about your type of business to get a more rounded perspective.

My questions for you are listed below! I feel like some of them should still be applicable to you!

What is the hardest part about dealing with clients for you?

What is your thought process to determine what digital solutions will achieve the most success for your clients?

How do you decide which clients to work with?

Could you describe the process you usually go through when working with a client?

What do you do to balance your work life with your family life?

What caused you to want to work in this field?

What online or physical communities do you connect to in order to gain ideas and learn from others?

What is the least favorite part of your job?

Steve Gives His Answers:

What is the hardest part about dealing with clients for you?

The most difficult part of working with clients is that they are very busy. These are business owners and other advertising agencies that have a tremendous amount of things coming at them and we have to be able to adapt to their ever-changing schedules and needs. Getting their attention to sit and work through marketing plans, strategy, creative and content approval, as difficult as catching a fly with chopsticks.

What is your thought process to determine what digital solutions will achieve the most success for your clients?

It begins with a clear understanding of the campaign goal and the desired result of the advertising campaign. From there we dive into research, from consumer trends and behaviors centered around the client’s service/product, to previous campaign success and failures, what traditional media are we utilizing and how can we support that digitally, and more. Once we know the goal and we have the research we are ready to dig into strategy and tactics that will pave the way for success.

How do you decide which clients to work with?

I think this is one of the things a lot of startup agencies struggle with. They want to take any client that calls or knocks on the door. The hunger to keep your doors open can easily get you to try some food that upsets your stomach. We are extremely purposeful in who we work with and who we help find a better partner. For us it begins with understanding who we are and not letting a new project or customer change us. I think a good analogy is dating, if you go on dates and find yourself changing who you are to better match the person on the date, down the road you are going to have conflict because you weren’t being real. I think it’s wise to start any company with some discovering who you are right now, who you want to be in the future, and being honest to that from day one. It’s always important to remember that there are more fish in the sea, so if the client is a bad fit or being rude to you or your team, parting ways isn’t bad. It’s helping them find their right partner and you moving forward to finding yours.

Could you describe the process you usually go through when working with a client?

It varies so dramatically with every client/project that I’m not sure there is a good answer to this.

What do you do to balance your work life with your family life?

For me, my wife is the co-founder of PunchDrunk so my family is always sitting right beside me so family life is always within hands reach. But that isn’t true of the majority of our team so we work diligently as an organization to keep balance at the forefront of everyone. I think it’s vital to remember that all good organizations are organisms and that means there is always going to be change occurring. We are going to be evolving, reshaping, and as those changes occur what was great for balance today may not be for tomorrow. So I think the best way to answer the question on work-life balance is to give yourself time to evaluate your balance on a regular basis and to have open discussions with your work family and your home family to ensure that you aren’t tipping the scales one way of the other at any given moment.

What caused you to want to work in this field?

I have no clue 😊. It feels like it picked me and before I knew it I had spent a tremendous amount of time in marketing. I think it’s probably easier to answer “why do I still work in this field”. That answer is much easier for me. I love what I do, it’s fun, it’s challenging. Each day is slightly different than the one before. I feel rewarded in knowing I made an impact in someone’s life through marketing efforts. One thing I love to share, that I think we forget sometimes, is how vital marketing success can be to a business owner, especially SMB owners. For these people they were extremely courageous in setting out to start a company. They risked everything to open those doors and when our campaigns are successful, we didn’t just help them sell a product, we helped them send their kids to college, to buy a home, to hire more people, it’s a tremendous responsibility laying in your hands when you on a marketing project and when it works, you create an impact in people’s lives that you will never be able to fully quantify.

What online or physical communities do you connect to in order to gain ideas and learn from others?

There are a tremendous amount of resources out there in the digital marketing arena. Right now, I’m enjoying Clubhouse which makes it very easy to find people in your space that you never would have connected with, but my favorite way to gain ideas and continuee learning is by working my own network. My partners, my friends in the industry, we are all very open to jumping in with ideas for each other and always down for an evening drink to discuss the latest project or trend.

What is the least favorite part of your job?

Answering emails from college students – TOTALLY JOKING! 😊. My least favorite part of the job is big tech. The Googles and Facebooks of the world that have such large platforms and are in a constant battle to take your client’s money while giving you less control. It is becoming increasingly difficult to manage campaign success with these large entities who have gotten so big they struggle to see the sidewalk and as a result, they often step on the very people that helped them monetize their businesses to begin with.

Lisa Sends Her Thank Yous:

Thank you so much for putting time aside to help me! Your answers were very helpful to me and were very inspirational. They broadened my mindset.



PunchDrunk Digital wants to give a big shout-out to one of our advertising agencies who have an incredible podcast titled “Two Marketing Moms”.  These two women have over 50+ years of marketing experience and listeners can learn about the struggles, the fails, and the wins while they balance being a boss, homelife, and being a mom. Discover great tips and tricks while getting impactful advice from Kelly Callahan and Julia McDowell.

If you’re not sure where to start, check out episode #13: Managing Up, where your pals at PunchDrunk Digital and specifically Managing Partner Marcy Blanshan get a mention. 

Episode #13: Managing Up

And if that one doesn’t wet your whistle, capture your fancy, put helium in your balloon, OR MAKE YOU CLICK 🙂  here are some other episode titles for you to dig into:

Advancing Your Knowledge in Advertising

How To Be A great Account Manager

Mistakes We Made in Advertising and Marketing and How You Can Learn From Them

How to Stand Out in New Business

How Being a Mom Makes You Better in Business

Career Advice for Young Marketing and Advertising Professionals

and many many more great episodes for viewing or listening pleasure. Find the full collection at their WEBSITE. 

landing page showcased on computer

Are you struggling to convert web traffic into paying customers? Even though your website may be optimized for mobile and well-designed, it may not be convincing people to leave their contact information or make a purchase. This is where landing pages come in.

Landing pages are uniquely crafted in order to make a sale. Through well-designed graphics and convincing copy, you’ll be able to convert regular users into customers. Read on to learn the top four tips to making a landing page work for you!

What is a Landing Page?

It’s first important that you understand what a landing page is and why their design is vital for your brand. Landing pages are standalone web pages that almost act as a separate website because there are no other links that take you to other pages.

The reason for this is because landing pages are designed with one goal in mind. As visitors start from the top of the page and scroll to the bottom, a combination of graphics and convincing copy helps you accomplish your goal of converting. Here are two landing page examples:

Lead Generation

Landing pages with the goal of lead generation always include the ability for users to include their name and contact information in a form at the bottom. They often offer something for free in exchange for getting people’s contact information. This information can then be used for future email campaigns and upsells.


Clickthrough landing pages have the goal of making a sale instead of collecting contact information. The name references the fact that these pages typically have a simple button with a clear call-to-action at the bottom for visitors to click on. Once they do, they’re taken to a final checkout page where they can purchase a product, subscription, or service.

Top Landing Page Tips

Creating a quality web page that sells starts with a clear goal in mind: do you want to sell or capture leads? Once you make that decision, following these top three principles to begin crafting your digital marketing strategy.

1. Separate Landing Pages

We understand that your business may have multiple goals, products, and services that you want to sell. However, it’s important that you focus on one landing page at a time and make sure each campaign gets its own landing page. The reason for this is because you want a clear, specific message and call-to-action for each page.

This makes it easier to create the right graphics and copy in order to convince users to continue down your sales funnel. If you have multiple campaigns on one landing page, they’ll both compete with each other and drown out your own message!

2. Consistent Branding

Your landing page needs to be designed the way your website is. This means that you need to use consistent colors, graphics, font sizes, and more in order to create a professional and polished appearance. The design of a landing page also needs to be minimal and easy to read.

Many newcomers to landing pages are often tempted to fit as much information onto the page as possible in an attempt to convert visitors. However, this can have the opposite effect of overwhelming them and causing them to exit the page entirely. Use only the information that’s relevant to your goal and messaging.

You’ll also want to pay attention to the negative space to make your landing page as easy to read and process as possible. Along with spacing between sentences and paragraphs, use a single-column layout with ample negative space on each side of your copy.

3. Remain Authentic

Landing pages are notorious for exaggerated sales language such as “best deal you’ve ever seen” in order to convert visitors. However, this kind of copy is no longer as effective as it once was. Today, users are looking for transparency and genuine brands that they can trust.

As you create your copy, keep in mind that you still want to be as authentic as possible. Keep your target audience in mind and consider the issues that they’re facing today as well as the problems that your brand is uniquely situated to solve. You’ll also want to write in a tone that allows your audience to relate to you.

For instance, if you know that your target audience is young college students, you’ll want to keep your tone light, engaging, and informal. Middle-aged professionals may expect a more professional tone.

4. Make It Easy

Last but not least, it’s important that you make your landing page as easy as possible to navigate for visitors. Even if they scroll through your entire landing page, people are far less likely to fill out your forms if it contains more than three fields. Keep it simple with just a name and an email address, making it more likely that someone will provide that information.

Likewise, your landing page needs to be able to fully load in under two seconds. This means uploading images that have a lower resolution, using a minimal design, and keeping widgets to a minimum.

Enjoy More Conversions With These Tips

With these basic landing page tips, you’ll be able to enjoy increased traffic as well as more conversions. By starting with a single goal, you’ll be able to craft pinpoint messaging that’s easy for users to understand. Next, a minimal, well-designed landing page convinces users to keep scrolling until they get to the bottom and read your call-to-action.

Ready to work with an experienced ad agency that helps determine the unique digital solutions that are best for your success? Send us a message today to get started!

2020 Digital Marketing Award

Steve & Marcy Blanshan accept the 2020 Best Digital Marketing Agency Award

PunchDrunk Digital is proud to announce winning the Technology Innovator Award for Best Digital Marketing Agency in 2020.

PunchDrunk Digital was chosen among over 75 different advertising agency applicants for their commitment to ad tech growth and implementation of advanced tracking software that allowed the enhancement of digital data collection and campaign optimization.

“We are excited to be chosen for this award. Our team works extremely hard to take the data that becomes available to us through multiple platforms and build upon that data with our own proprietary Knockout Behavioral Data™ software to give our clients the best in digital marketing,” says Steve Blanshan, Managing Partner at PunchDrunk Digital.

“In today’s digital market, we are all (digital marketing firms) accessing the same platforms. It’s who can employ the best strategies, read the incoming data, and effectively optimize that wins.”

PunchDrunk Digital utilizes a team of over 20 people with 70% of their workforce being on the ad operations side, showing their dedication to delivering the best in campaign management.

With capabilities in PPC, SEO, Display, Social, Native, and many other digital advertising categories, PunchDrunk Digital is a Full-Service Digital Advertising Agency. This was a factor in their being chosen over other agencies in Alabama, as they can implement their technology across so many different digital channels, allowing enhanced data collection for ad tech implementation on their campaigns. Discover more of PunchDrunk’s service line by clicking HERE


Winners of the 2020 Technology Innovator Awards


2020 technology innovator award

Innovation is the true driver of the technological landscape. It’s through the efforts of companies both large and small that the business world can continue to grow, exceed expectations and evolve its offerings. As such, CV launched the Technology Innovator Awards to recognize all companies that are helping – in whatever way they can – to deliver change through innovation, expertise, and creativity.

Awards Coordinator Natalie Farrell took a moment to discuss the success of those recognized in this year’s program: “Now in its sixth year, the Technology Innovator Awards have only grown to encompass a plethora of businesses to showcase their individual achievements and successes in the technology sphere.”

To learn more about these illustrious winners, and to find out the secrets behind their success, please visit http://www.corpvision-news.com.

About Corporate Vision Magazine


Corporate Vision is published monthly with the mission to deliver insightful features from across the global corporate world. Launched with an eye towards bettering business practices across the board, Corporate Vision focuses on spotlighting advances in the HR, marketing, coaching, and recruitment spheres, with the goal to shine a light on the gatekeepers of better business. Those that help build, through no small amount of creativity and expertise, to develop an altogether more productive and more efficient world of work.

content marketing tools

Content marketing is essential for your business. It is the number one way businesses attract more traffic to their site. Did you know that website traffic is highest for those leading in the content marketing game?

Content marketing is important for your overall growth, social media strategy, and search engine optimization. With so much opportunity for content marketing, how can you make sure you are getting it right? A great start is finding the right content marketing tools.

Search engines reward websites that produce unique, useful, and high-quality content. If you rank highly in the SERPs (search engine results pages), potential customers are more likely to find you.

Below you will find some of the best tools for your business. Some are free to use; some operate on a freemium-style model. Having an excellent content marketing strategy doesn’t have to break the bank.

1. Create Solid Content Ideas With BuzzSumo

The first step when planning a content marketing campaign is to decide the topic for the content!

What do people want to know? What topics are others in your industry talking about? This is where BuzzSumo comes in very handy.

You type in your niche or a topic you want to write about; it will show you everything currently shared about that topic. You can see which pieces of content are getting the most shares on social media and how many backlinks they have. This will give you some idea of what people want to see online in this niche.

BuzzSumo isn’t a one-trick pony; it also shows you the influential people for a specific topic or subject. Having this information can be invaluable for when you start to promote your content. You can search for people who may want to share your content and reach out to them.

This tool also lets you see all the influencers in your niche. Finding exemplary brand ambassadors and spokespeople is vital for your brand image. You may want to collaborate with these people in influencer campaigns in the future.

2. Use Ahrefs to Suss Out the Competition

Creating content with no research will never fly. You can’t just create a piece of content because you think it will be helpful for people. Analysis and planning are critical to any decent content marketing strategy.

Ahrefs is one of the best tools to get ideas. Mainly ideas about what your competitors are up to. You can use this tool to see which keywords your competitors are ranking for (very important!) and view their backlinks.

The keyword research part is instrumental for creating successful content. It identifies words that have high search volume but your competitors are not ranking for.

You can pinch the underused keywords for yourself! Create a quality piece of content around these words or phrases, and voila, you will be on page one of the search engines in no time.

This tool is also excellent to see the websites linking to your competitors. Credible backlinks are great for SEO and essential for your site to be recognized as authoritative by search engines.

You can check the content that your competitors are getting linked to and create something of even higher quality. Then you can see if the linking sites will link to your more up-to-date, thorough content.

3. Plan and Organize Ideas With Trello

Keeping up with every content marketing campaign you are running can be challenging, especially if you have several team members working on a project.

The answer to this is Trello. It is a fantastic tool for collaboration and team members to see what work still needs to be done on a project. It is also a great place to drop ideas and inspiration for things in the pipeline.

4. Use Canva for Content Design

Did you ever click through to an article, see it was terribly presented, and leave the website?

Canva is the tool to avoid this ever happing to your site. There are hundreds of free templates created by designers to make your blog posts, social media, and ads look polished and professional.

There is also a premium subscription that offers the option to download photos and even more design templates.

5. Find Professional Photos on Unsplash

Let’s be honest, if you have an incredible piece of content but no imagery to break it up, readers are going to churn. They need visually pleasing content to stay engaged. It’s just the way the human mind works.

On Unsplash, there are thousands of photos taken by professional photographers that can be downloaded for free.

6. Use TinyPNG for Photos

The loading speed of your page is crucial to stop people from dropping off your website.

This tool helps reduce the size of images while maintaining their quality. Huge image files are often a reason for a very long load time. So make sure all your images are optimized to make your page as speedy as possible.

Did you know nearly 50% of us will only wait 3 seconds for a web page to load before we leave to go elsewhere? Don’t let your customers leave your site before they have even made it there!

7. Mailchimp for Emails

Email marketing is still one of the best ways to have direct communication with your customers. Your email arrives in their pocket and asks them to take any action that will benefit your business. It’s genius!

Clever emails work wonders, and Mailchimp is still one of the best tools for this. If you have a small number of subscribers, you can get a free plan.

This tool’s analytics aspects are also excellent for giving you insight into open rates and click-through rates. You can analyze what messaging works and what doesn’t. Mailchimp even allows you to A/B test your subject line and email content.

8. Shorten Links With Bitly

Want to share a video or blog post on social media? But don’t you want to use all your characters up with an ugly, long link? This is the tool for you. It shortens any link to a few characters, perfect for sharing on social media.

Bitly also offers an analytics service, which means you can track how many people clicked on the link and where they clicked through from.

9. Use Followerwonk to Promote Your Content

No content marketing is complete without a strategy for promotion.

It’s all very well creating content, but you need to get it in front of the right people. Using a tool such as Followwonk can help you find relevant people from your industry who may be want to share your content.

The tool allows you to search for people on Twitter through their bio. The search gives you information about their interests and location. Send them a message to see if they are interested in your content relevant to their work. If they say yes, send it over.

A tip here is to try and start a conversation, don’t just spam people with links. This won’t work and will irritate people. You want to use social media to build meaningful, reciprocal connections.

10. Schedule Content With Hootsuite

So you have planned, brainstormed, and created your content using all these content marketing tips and services. But what about continuing to share it?

Excellent pieces of content can be repurposed for multiple channels. You didn’t put all that work in just for one blog post, did you? Once you have repurposed the content, you can schedule it to go out on your different channels.

Hootsuite allows you to schedule content for publishing on YouTube, LinkedIn, Facebook, Twitter, Instagram, and Pinterest. You can set all your posts up at the beginning of the week and then forget it.

It will save you lots of time. You can concentrate on brainstorming for the next piece of content!

Improve Your Strategy With Content Marketing Tools

79% of companies have a content marketing strategy in place. Don’t get left behind. If you have a plan and clear goals of what you want to achieve, improving your content marketing will take no time.

The content marketing tools we have listed above are a great way to start upping your content game. We have covered planning, organizing, brainstorming, creating, designing, and promoting your content. If you follow this sequence in your strategy, you should get more clarity and results with your content marketing.

Would you like some professional advice about your content plan? As a content marketing agency, we are here to help. Get in touch with us for support with creating a unique content plan for your business.

Google Tag Manager

Americans are exposed to an average of 6,000 advertisements every single day.

Does that make you wonder how your brand marketing will be able to make a splash?

You aren’t alone in your worry at the over-saturation of digital ads consumers experience daily. The good news is that there are ways to make your marketing tactics speak directly to your audience using a tracking pixel.

Digital marketing may appear to be a ‘throw everything at the wall’ strategy to find what makes sense for your product. Yet, the best digital strategies are those built from data, and this is where tracking pixels become all-important.

Continue reading below on how to use Google Tag Manager and a tracking pixel to transform your marketing.

Google Tag Manager Explained

Collecting and reading data used to be a manual process and accomplished only by third-party developers. Now, Google Tag Manager (GTM) has become the go-to, easy-to-use process.

GTM is a simple tool that allows a business owner – you – to make and track specific consumer data in the form of actions. Actions include:

GTM puts data analytics into any team member’s hands, even those without strong technical abilities. It makes it easy to organize and store tags from Google Analytics, Facebook pixels, or other 3rd party institutions.

You now have easy tracking pixels that create actionable insight for your brand’s marketing.

What Are Tracking Pixels

GTM functions on the creation of a tracking pixel to understand customer’s digital journeys. But what are tracking pixels?

Tracking pixels are lines of code that observe customers’ online actions, website traffic, conversion history, and other data entries.

Tracking pixels are the reason you accept or decline cookies on every website you visit. You give the company permission to track certain actions you take by accepting cookies used later on to target consumers with specific ads.

The pixel activates when customers visit your website. It tracks and shares information such as their browser, particular clicks, and user website flow.

This happens without the client being interrupted in their journey with your brand. However, the tracking pixel provides a robust understanding to you that can help create future sales or conversions.

Using Data from a Tracking Pixel

As a busy entrepreneur, you don’t have the time to parse through copious amounts of data to strengthen your marketing strategies. That is why a tracking pixel is so valuable to your business.

A tracking pixel gives you insight on things such as:

The information allows you to build stronger digital marketing and retarget consumers with more impact. You can optimize an advertisement based on what platform someone used or what they have recently searched for online.

GTM makes it easy to add tracking pixels to your site or app without the need for a third-party or developer team. The data is delivered quickly and in an easy-to-digest format.

Setting Up Tracking Pixels on Google

Accomplish your marketing strategy in a few straightforward steps to setting up Google Tag Manager with your tracking pixels.

Learn the Basics

Creating and using your GTM means understanding the basics of the platform and what happens behind the scenes. Most importantly, GTM functions on tags, triggers, and Google Analytics events.

A tag is a code that records an action taken by a user or customer on your website. They can be custom or 3rd party generated, such as social media pixels. Triggers tell your GTM which tag to activate and when.

Google Analytics helps track actions that take more customization. Events are specific actions that have many variables at play. You can build the event in Google Analytics and connect it to GTM for easy tracking.

Set Up Your Google Tag Manager Account

Setting up your account is a simple process. You just need to input your business’s information and mark the right team members as managers/admin.

Google will instruct you to set up a container which is the essential part of this process. A container is the tag management system that will keep your tags organized for optimal efficiency.

You should use one container for all website tags.

Make sure to read all the steps and extra information in the process. This can be unfamiliar territory for those who don’t understand website coding.

Create Your Pixels

Social media sites and other platforms can watch the activity on your website via pixels. Creating them is a relatively simple process! Decide which platforms you want monitoring your website and its movement.

Facebook pixels are a common choice and a great starting place for brands. Use the Facebook Ad Manager and follow the steps under Measure & Report > Events Manager > Pixel.

You can connect Ads Manager or other platforms to GTM through the platform itself or copy and paste pixel IDs into the Tag Manager.

You can then install the GTM pixel on your website with ease to track and understand customer activity.

Add Tracking Pixels via Tags

The next part of the process after creating your pixels is adding them to GTM via tags. Google makes it simple with comprehensive on-screen instructions.

  1. Select Tags and click New
  2. Name the tag something that makes it easy for you to understand
  3. Go to tag configuration
  4. Select which tag type represents the tag you’re setting up or use Custom HTML
  5. Select the tag firing (when) and the firing triggers (such as “All Pages” or specific button clicks)

Make sure to save all your tags before moving into the final step.

Test and Publish

GTM allows you to preview your tags before publishing. This makes for a final step to using a tracking pixel for your digital marketing!

Click the preview button in the top right, open your website on another page, and click through the pages. GTM will show what tags are working on the Tag Assistant page.

Double-check to make sure all your tags work through the Assistant page and save everything when complete.

Start Using Google Tag Manager Today

Your digital marketing strategies grow when you have the right data behind every advertisement, webpage, or customer conversation. GTM allows you to understand your customer and create marketing that converts. Follow the steps above to use a tracking pixel and put the marketing power back in your hands.

Don’t just stop there! Review our services to find the next powerful transformation you want your marketing to undergo.

Content Marketing

Content Marketing is one of those phrases that many would argue has been overused in recent times. Any business owner needs to understand what it is and why it matters.

This guide will help you learn about content marketing and explain why the tactic should be part of your strategy.

What is Content Marketing?

Content marketing leads customers throughout the buying cycle online, from education to decision-making and post-purchase review, by blogging and sharing valuable information with them regularly. It is a key component of inbound marketing.

Content marketing differs from more traditional marketing forms like TV and print ads by focusing on creating content that will educate your target audience about a specific topic. Content marketing includes things like blog posts, videos, podcasts, ebooks, and whitepapers.

These assets are also known as “thought leadership” within the industry because they add value and build credibility for your business in consumers’ eyes. They educate readers on your business topics and encourage them to learn more about them, increasing their desire to buy goods or use services you offer.

The Importance of Content Marketing

Content marketing is a powerful method for creating real and lasting relationships with potential customers. It allows you to get your message in front of your target audience without spending money on banner ads or print ads.

Content marketing allows merchants to tap into the power of the web and viral sharing to increase revenue. This is an obvious way to increase profits for any business and often leads to significant sales increases.

It’s marketing that isn’t a “hard sell” but instead creates lasting connections with customers by providing valuable, relevant content. And that value comes from what’s called search intent. Creating compelling and useful information allows companies to stand out from the rest in a customer’s mind.

Content marketing has proven more effective than traditional advertising because it provides customers with what they want without interrupting what they’re doing. Visitors want an answer to their question or a solution to a problem they’re experiencing.

The Value of Content Marketing

Content marketing is low-cost, targeted marketing that leads customers through the buying process. Content marketing programs are customizable for any industry or business.

It’s ideal for small businesses short on time but still want to impact their customers’ lives. A valuable content marketing program can offer them that opportunity.

Top 5 Content Marketing Tips

Now we know what content marketing means and why it’s important. Here are some content marketing tips to get you started.

1. Define Your Objectives

Begin with the end in mind. When you start a content marketing program, it’s essential to have a goal in mind.

If your strategy is unclear, then you may never see the results you were hoping for. A clear plan should focus on sharing valuable information with customers, gaining revenue.

2. Create a Content Marketing Strategy

Once you’ve developed a clear goal, you need to devise a strategy to help you get to your goals. A good strategy will include all the content you want to put out often and what type of content is present in each post. This will help ensure your content is ready for success and leads people through your buying cycle without confusion.

3. Create a Content Calendar and Plan

Once you have a strategy developed that includes your goals, schedule your content in advance. This is often considered the “red line” as it is vital that marketers follow the line.

This makes sure they keep their content regular and engaging for the target audience. A calendar allows you to create a plan to make sure each piece of content is high quality and covers the right topic.

4. Develop a Team to Manage Your Content

For most businesses, outsourcing to a dedicated marketing agency is the most cost-effective option. But for the few that go it alone, developing a team that can oversee your content marketing daily is crucial to its success.

This should be a group of people, both internally and externally, who can create and promote content that fits into your strategy and is aligned with your brand. This could include an account executive, content specialist, or social media manager.

They are responsible for creating the posts you need to stay on track with your calendar and keep things organized. This frees you up for tasks that you alone can complete.

5. Measure Results

Since it’s difficult to track every single thing that a person does online, you should focus on the goals set out at the beginning of your campaign. The whole purpose of content marketing is to increase traffic and leads through the entire buying cycle.

You’ll need to measure those results so you know what works and what doesn’t, which allows for future optimization of your program, so you’re getting the most out of it.

Put Your Content Marketing Campaign Top of the List

Content marketing can be made successful when businesses know their target audience and what type of content they’ll respond to. Business owners must understand their audience to reach them.

Suppose you’re unsure of how to create a winning content marketing strategy. In that case, it may be time for a consultation with a digital marketing agency.

Often, the best digital marketing agencies will have years of experience and expertise, so they’ll be able to make your business’s campaign as successful as possible. They can help you understand your customers better and determine the best way for you to reach them through online channels.

Don’t waste any more time. Get in touch, and let’s give your content the marketing it deserves.

Tracking Pixels with trucks on maps

Have you ever wanted to follow your website visitors after they leave your site?

Or to tailor your Facebook ads so they target your ideal customer, every time?

How about tracking your visitors’ activity so you can see what links they click on, and what parts of your site they spend the most time on?

If this sounds like some mystical superpower, think again. All of this and more can be accomplished using tiny snippets of code known as tracking pixels.

If you’ve spent any time on the internet, you’ve come in contact with pixels, even if you didn’t know it. When you see a Google ad for that product you were just looking at on Amazon, that’s because a pixel connected your browsing activity on Amazon with your presence on Google. This allows Google to show you ads that are uniquely relevant to you.

Of course, if you’ve done any research on digital marketing, you’ve probably heard about tracking pixels before. But do you know which ones you should be using on your website?

This article will attempt to answer that question. To find out which tracking pixels are right for you, keep reading.

What is a Tracking Pixel?

We’ve already established that tracking pixels help advertisers target their ideal audience more effectively. But what are some other tracking pixel benefits, and how do they work?

Tracking pixels monitor the online behavior of specific users across different websites. Pixels are most often used to gather data about people so they can be served ads that are more relevant to them. But pixels can also be used to track how website visitors respond to certain parts of a webpage, and how much time they spend on the site.

There are two main types of tracking pixels: retargeting pixels and conversion pixels.

Retargeting pixels focus exclusively on the behavior of your website visitors. They are usually used to retarget past visitors with ads on platforms like Facebook and Google.

For example, if someone visits your online store and adds a product to their shopping cart, you can then serve them Facebook ads for that product if you had the Facebook pixel installed.

Conversation pixels come into play after someone actually places an order. They are used to track sales from specific advertising campaigns, so you always know which ads are producing results.

Conversion pixels are always placed on the post-checkout page, usually known as the “thank you” page. When a visitor reaches this page, they activate the pixel, which signals to the advertiser that a purchase was made. If lots of purchases are made as a result of the same ad set, the campaign is considered a success.

Importantly, people will only be tracked for advertising if they’ve previously given their permission for this to sites where they have an account, like Google and Facebook.

Whether you want to track users on or off your site, the following are some of the most popular tracking pixel examples.

Google Tag ManagerGoogle Tag Manager

Google Tag Manager is a flexible tag management system for websites and mobile apps. You can use it to quickly update tags and code snippets, such as pixels, on any website or mobile app you own.

Perhaps the most impressive thing about Google Tag Manager is that it allows you to manage analytics and advertising tools in apps you’ve published. You can do this without rebuilding them from the ground up, or resubmitting them to the app marketplaces.

Although Google Tag Manager is a Google service, it doesn’t limit you to using Google tags alone. It lets you use and manage many third-party tags through built-in templates, including several of the pixels we mention below. However, even if there’s no template for the tag or pixel you want to use, you can add your own custom code.

Google Analytics

Probably almost all website owners use Google Analytics. It’s an essential free service that gives you an inside look into how people use and interact with your content.

But before you can use Google Analytics on your website, you’ve got to install its tracking pixel.

The Google Analytics tracking code allows you to collect important data from your visitors’ behavior. You can then use this data to make informed business decisions, from what product to launch next to new design changes to make.

There are four types of metric reports that Google Analytics offers: audience, acquisition, behavior, and conversions.

Audience reports tell you about the people coming to your website. Acquisition reports tell you how and why you acquire new users. Behavior reports explain what website visitors do on your site, and conversion reports tell you how many people take desired actions, such as buying a product.

Facebook AdsFacebook Custom Audience

If you sell products through your website, chances are you’ve used Facebook Ads in the past.

Facebook’s advertising platform is revolutionary because it allows you to find and target very specific kinds of people. While there’s a market for almost anything, finding that market in the first place is usually difficult. But Facebook makes it as easy as it’s ever been, providing businesses with in-depth information about the demographics that use its platform.

Like Google Analytics, however, you’ll need to install the Facebook custom audience pixel on your website to get the most out of Facebook Ads.

With the Facebook pixel, you can identify the Facebook users who clicked through to your website from your ads. You can see which webpages they went to, and which pages they avoided. It also allows you to track successful sales, which is integral for an effective ad campaign.

If you use Facebook Ads, the Facebook custom audience pixel is a must-have.


TradeDesk and Simpli.fi are separate but similar platforms that you may want to consider using in your marketing campaigns.

TradeDesk is an online advertising network that connects advertisers with websites and apps that feature ads. While anyone can set up ads on search engines and social networks, placing ads alongside websites or in mobile apps is more complicated. TradeDesk does the work for you, and it utilizes a powerful pixel that you can install on your website to track visitors and conversions.

Simpli.fi is a similar platform to TradeDesk, but with a smaller user base. They offer software services, largely targeted at ad agencies, for a more hands-on approach. They also provide effective retargeting tools, including a pixel, to continue targeting people who’ve interacted with your website in the past.

DataZapp Reverse IP Append

Retargeting previous website visitors is one thing. Facebook, Google, and other companies offer services that make it easy to track visitors across the web, often for free. But what about when you need to track website activity that crosses over to the real world?

That’s where DataZapp comes in. DataZapp is a multi-channel direct marketing platform that combines email and social marketing with telemarketing and direct mail. With its pixel, it uses a Reverse IP Append service that recovers lost website visitors who leave without joining your mailing list or buying your product.

Their powerful suite of tools then allows you to retarget these missed contacts in the real world through direct mail, as well as email and social media campaigns. It’s an indispensable service for reaching your target audience in the most effective ways possible.

Bing Ads Universal Event Tracking

Google owns the lion’s share of the market when it comes to search, but Bing has its own user base who can’t be reached with Google Ads. Because of this, a comprehensive PPC campaign really isn’t complete without Bing Ads.

Bing’s Universal Event Tracking (UET) tag is a website pixel that monitors your website visitors’ activity after they click on your ad. This is valuable because it helps you understand what kinds of people click on your ad, and what they expect after landing on your website.

UET tags also work as remarketing pixels, which means you can target the exact same Bing users who visited your website before. Together, these features help you make more informed decisions for your ad budget.

Website HeatmapMouseflow Mouse Tracker and Heat Map

Have you ever wondered what sections of your homepage or landing page get the most attention?

While many pixels will show you when a customer visits specific webpages, being able to track a user’s activity on each page is less common. That’s where Mouseflow steps in with its flexible behavior tracking pixel.

Mouseflow records every session that any user has on your website. It then generates heatmaps for all pages automatically to show you what sections get the most attention from visitors. Using their Friction Score, you can then identify and resolve problems that may be causing people to ignore certain parts of your website, or making them leave without a purchase.

By finding out where website visitors click, scroll, and place their attention the most, you can gain valuable insight to inform future design decisions. This means your future website redesigns will always be in line with real data from real potential customers.

CallRail Call Tracking

Many marketers and business owners focus so much on digital media that they forget about the real world people interact in. Services like DataZapp help remind you that there are more ways to connect with potential customers, including telemarketing and direct mail.

CallRail is another such service that bridges the gap between digital and real-world media.

CallRail is a phone call-tracking program that provides call analytics to marketers. Complete with its own website pixel, CallRail can show you where your visitors are coming from (online or print media), keywords they might have searched for, and any ads they saw, whether digital or print.

By putting all this data together, a savvy marketer can use CallRail to figure out which of their marketing efforts are generating success, and which ones aren’t.

ClickCease Fraud Protection

Did you know there are scammers who will send fake clicks to your ads, wasting your advertising budget?

Known as click fraud, this occurs when a legitimate business’s competitor creates a bot to find their ads and click through to their website automatically. After a few days, or even just a few hours, your ad budget can be exhausted, all without any of the payoff that would come from genuine customers.

Obviously, this is something no business owner can risk happening. Fortunately, a service like ClickCease protects legitimate websites against click fraud.

ClickCease is compatible with Google Ads. It automatically reports fraudulent IP addresses to Google, preventing petty competitors from even seeing your ads. It also blocks “brand haters”—ordinary internet users who dislike your business and click your ads to waste your money—from seeing your ads.

While not simply a website pixel, ClickCease is an essential service for serious businesses to protect their assets and ad campaigns.

PunchDrunk DigitalGet Help With Tracking Pixels and More

As you can see, pixels can do many different things, from tracking mouse movement to targeting ads. You have a lot of options to choose from—and this article only covered some of the most popular ones.

Although there are many benefits of tracking pixels, they can be complicated. Choosing the right pixels is one thing, but adding tracking pixels to your site can be a headache.

You can’t afford to take any chances with your digital marketing. From tracking pixels to ad design, contact us today to get a website and strategy that’s aligned with your goals.

demographic pie

Alright, let’s talk statistics. Time and time again, research has found that 20% of new businesses fail in the first year, 45% are toast after five years, and 65% are out of the game after ten years. Why does this happen?

We all know that in order to thrive, you need to make money, which means that you need to spend money wisely. For either of these things to happen, you need to know when and where to spend your money and who to spend it on.

All of that can be solved with some good old fashioned demographic targeting.

At PunchDrunk Digital, the goal of our services is to make sure that your marketing budget is maximized with good ads, good placement, and solid research. Demographic targeting is one of the first steps towards creating a successful, lucrative marketing campaign. Read on to learn everything you need to know about demographic targeting and why you should be using it.

What Is Demographic Targeting?

First, let’s talk about what we mean when we’re talking about demographics. Demographics refer to the categorization of groups of people based on a shared trait. Yes, that means that you could consider, say, Star Wars fans a demographic that is separate from Star Trek fans, but in the beginning, we tend to go a little broader.

The major demographic groups we look at in marketing are:

If demographics are groups of people with a shared trait, then demographic targeting is selecting one of those groups of people and marketing directly to them. The reality is that very few businesses are selling products or services that appeal to every demographic! By taking the time to understand who your business appeals to, you can learn how to reach them in more efficient and innovative ways.

How Can You Narrow Down Your Target Demographics?

How do you figure out who your business or brand appeals to? Sometimes, it’s hard to objectively assess our own businesses from within. With the help of professional marketers (like us!), you can take a step back and look at your business in a new light.

To get you started on the right foot, let’s brainstorm some questions you should be asking about your business.

Who Do I Want to Appeal To?

Start with your own desires and the image you have in mind for your business. Maybe you’re selling fitness gear that you feel would work wonders for moms or businesswomen with busy schedules. Maybe you’re selling clothing that you’re hoping will appeal to young folks who love a good trend.

This is what we sometimes refer to as your “ideal” customer. It’s who you want to appeal to and, with some effort, research, and marketing, it can happen. However, you also have to think critically about whether or not your products really meet the needs of your ideal customer.

What Needs Can My Business Meet?

This is where you can start to get a little bit more objective in your thinking. What product or service does your business offer and what needs can they fulfill?

For example, let’s say that you’re running a high-end specialty grocery store. Your products meet the needs of individuals who are looking to cook more at home, add a little more excitement to their kitchen, and have a disposable income. However, that means that some people are left out of your target demographics because your products aren’t going to meet their needs.

Who Am I Not Trying to Appeal To?

You know who you want to appeal to and you’re starting to understand a little bit more about who you do appeal to. That means that it’s time to think about who’s left out of this market and whether or not you want to make the changes necessary to meet their needs.

Let’s go back to that example of a high-end specialty grocery store. Remember that we’re looking at a target demographic who enjoys cooking, which means that people who rely more on pre-made or restaurant-made meals–perhaps college-aged people–are probably not your best bet. Your products are also a bit pricier because they are unique and high-end, which means that lower-income families may not frequent your store.

Changing your business model to meet the needs of a wider market is a possible option, but it isn’t always the most realistic option. Instead, it may be more practical to recognize who your business doesn’t appeal to when narrowing down your target demographics.

What Other Types of Market Segmentation Should You Consider?

There are other ways that you can start to understand your target market beyond the traits we’ve already discussed. After all, some people may share more on paper (like age or gender) than they do in real life. By looking at a few different types of market segmentation, you can start to think more specifically about how people operate and who you should be reaching out to.

Psychographic Segmentation

Psychographic segmentation relates to our subjective traits including our personality, values, actual or desired lifestyle, and motivations. Many of us actually rely on our consumer habits to try to bridge the gap between our actual self and our ideal self. In other words, you can look at who your business appeals to based on how it fulfills certain value-based or lifestyle-based needs.

Behavioral Segmentation

Behavioral analytics constitutes an entire field of study in the business world. The goal is to examine consumer behaviors, in particular, to understand how people tick specifically as consumers.

This is where you might ask questions like, “What kind of content makes this person more likely to follow the call to action? What types of products have they purchased in the past that they are likely to purchase again? Are they more responsive to one-time sales or ongoing membership perks?”

How Is All Of This Demographic Targeting Going to Help You?

You’re getting an idea of how all of this demographic targeting stuff works. However, you may still be wondering, “How is this going to help me?”

Demographic targeting can sound like a lot of work and, in the beginning, it does take some serious research. That being said, it’s always worth it in the long term and we’ll explain why.

Customize Your Ad Campaign

Remember how you asked yourself who your ideal customer is but also thought about who else your products might appeal to? Now, you can generate different marketing materials for each of these different demographics and decide how much to invest in them. You can experiment with focusing more heavily on the marketing geared toward your ideal customer than your other target demographics and see if it produces the desired effect.

Stop Wasting Your Budget

Remember how you also came to terms with the demographics that aren’t quite part of your market? It’s time to stop wasting your budget accidentally marketing to those demographics.

For example, let’s say that your brand appeals primarily to people who are young and spend quite a bit of time online. If that’s the case, it’s going to make more sense to focus your energy on your digital marketing–ie social media–than your print marketing. It’s also going to make sense to stop sending print mailers to older demographics who are not going to take the bait.

Build Customer Trust and Brand Loyalty Faster

Ultimately, one of the biggest goals of any marketing campaign is to build up brand recognition, which leads to trust, which leads to loyalty. Right?

By narrowing down your target demographic and amping up your efforts in the areas where it matters most, you’re going to see an acceleration of that process. In the end, you’re reaching the individuals who have needs that you can fulfill, and that’s when you’ll see the real return on investment.

What Can PunchDrunk Digital Do For You?

Where does PunchDrunk Digital fit into all of this talk about demographic targeting? The answer is simple. We’re here to help you develop the marketing campaign you’ve always needed!

To get started, go ahead and take this compatibility test. If we’re not a match made in heaven, we’re not going to twist your arm! If we are a match made in heaven, well, we still won’t twist your arm, but we do think it’s a good idea if we start chatting about your business needs.

Once you’re ready, get in touch with us. We can’t wait to talk about why your business and our services are like peanut butter and jelly!

In this article, we will highlight a few of the key differences between Next Generation Behavioral Targeting (Next Gen BT) and Google’s digital display platform known as Google Ads.

stacks of digital money

Where Your Ads Appear – Delivery

Google ads by the very nature of their name, only appear within Google’s network and though this is an extremely large network with access to a vast number of sites, it still has limitations – it is only one network. Now Google has partnerships with other networks to enhance its delivery and you will see this option when building your campaign, but you don’t have any disclosure on who those partnerships are with or how much more access it gives you. Typically, advertisers have always felt that these partnerships are lowered tiered and most agencies running client campaigns on Google Ads will be quick to NOT click this option and keep all inventory within Google’s own display network.

google network

Click HERE to hear directly from Google about their network within their FAQ.

With Next Gen BT, you have access to ALL premium networks, ensuring you have better access to your ideal customers as they move across the entire web landscape. This increases your visibility while lowering your costs by providing you access to more inventory and more customers.


How Your Ads Appear – Control

Over the years Google has continued to take away a tremendous amount of control on targeting options within their platform. If you have been running ads with Google for the past few years, you have seen this firsthand, but even if you are new to Google Ads, it won’t take long for you to see. Google wants to limit your targeting and open up your campaign.

We believe there are two major reasons behind Google’s initiatives to limit your ad targeting options.

One: The more targeting access they give you, the more can potentially limit their ability to serve ads. Remember this is one network and even though its access is huge, it still is limited. The broader the campaign parameters the better it can serve ads and spend your daily budget.

Two: They feel their AI, machine learning system can be more effective than humans, regardless of your knowledge. From all outward appearances, Google wants to hand over full control to the system and severely limit how much control you have, even to the point of ad copy.

To share one example of this in action, when launching your campaign, you can see an option in the settings called Content Exclusions, allowing you to chose which types of content you do not want your ads to appear next to. There were two options that all digital marketers immediately checked, Games and G-mob Mobile App. Quick campaign analysis showed that Google would dump a tremendous amount of your ad’s impressions on both options, dramatically decreasing the effectiveness of your campaign. In some cases, we saw 90% or more of our ad inventory in the Google network appear on mobile games.

Fast forward to today and you will see the options to not have your ads appear in mobile games or G-Mob mobile apps are no longer available. When you click why you will get this message:

learn more google mobile


With Next Gen BT we still have this level of control and even more. Not only can we stop game targeting, if we so desire, but we can also remove specific websites, apps, behaviors, demos, and much more. Next Gen BT gives us back the control allowing us to use our knowledge and pair it with machine learning to increase our digital campaign effectiveness, lower costs, and produce higher ROIs.


Who Sees Your Ads – Keyword Targeting

It’s important to know that Google’s keyword targeting in its display ad platform is not a stand-alone product. The keywords you select to target are just a reference guide that Google will use, but it does not mean actual searchers for those keywords will actually see your ad. Google notes this themselves with the infamous word “can” in their keyword tool

can trigger ads

Google takes your chosen keywords and matches them into context segmentation. Meaning, if I search for a used car Google puts me into Vehicle Shopping segments. Now if you want your keyword to be Used Honda Accord, you have a chance of reaching me. But you also will reach people that searched for New BMW X5, Car Loan Rates, What Is My Car Worth and more.

Even worse how those keywords are segmented is completely unknown to us as advertisers and how long you stay in the segment after a search. It’s very possible you searched for a used car two years ago and are still in that segment, long after you will engage any used car ad, because… well, you already bought the car.

There is a great way to see this in action for yourself and is probably the easiest way to answer, “why not to use Google Ads for display”.

Simply log in to your Google account (or just to your Google Chrome browser if you aren’t sure how-to login) and under settings, choose Data & Personalization.

From there you will see an option for Ad Personalization. Click this and you will now see a complete list of everything Google knows about you and what it believes you will be interested in seeing ads on.

ad personalization


Typically, this is a pretty long list. Here is an example of mine

ad personalization list

So some of this Google got right. I’m 42 years old, I’m a male, I like advertising and marketing. I use Stitch Fix because I hate shopping for clothes (quick plug to Stitch Fix, love their stuff).

But a lot of this is wrong or outdated.

I don’t watch Anime & Manga (I actually don’t even know what Manga is).

I buy flowers for my mom once a year on Mother’s Day, showing me flower ads, any other time of the year will be a complete waste of money.

I haven’t shopped for a new Auto Insurance provider in over 8 years.

I have never once been responsible for purchasing the bedding and linens in our house (thank God).

I have no clue why Google thinks I like Architecture.

I don’t watch baseball; I do love Basketball and Football (two out of three on that one Google).

All in all, on my list I counted 78 misses. Categories I have no affiliation or desire to see any ads about. If you showed me ads about any of the 78 things, I wouldn’t engage them, I probably wouldn’t even notice them. Now, Google does let you remove these from your list with a simple click of a button, allowing you to choose which categories you see ads for. But not person I’ve ever shown this to does it, and 99% didn’t even know this existed.

And even if we find our customers are all over this list, removing bad categories hourly, it still doesn’t stop the segmentation problem. If you are a used car lot, you don’t want your display ad going to new luxury car shoppers. That’s not your ideal customer and with Google’s display keyword targeting there is very little you can do to stop that from happening.

Next Gen BT is 100% build around ACTUAL keyword searches. Either using a list you provide or working together to build one our team implements the exact keywords you want ensuring that only people looking for your product or service see your ad.

RFM, frequency, recency, monetary


When Your Ads Appear – Recency

As we mentioned earlier there is little we know about how long Google will keep someone in the Purchase Funnel. We know that Google builds audiences off of historical searches, websites visited, articles read, and more. Which is great data, but historical and recency are two very different things. Recency is defined as “the property of having happened or appeared not long about”.

We all know is we don’t want to show our ads to people that have already made a purchasing decision. That’s historical data targeting and it’s a waste of our budget. Both the dollars spent on someone no longer interested and the dollars missed on someone who was but didn’t get to see our ad.

Next Gen BT uses searches happening in real-time on hundreds of thousands of Tier One websites. Our internal goal is to have 33% of your Next Gen BT ads delivered within one second of that search happening, making sure your ads are seen at the most relevant moment.



Next Gen BT gives us more control to make sure our ads are only showing up for the right keywords, to the right person, at the right time. To learn more about Next Gen BT click HERE or feel free to reach out to us at [email protected].

If you are looking for a fun, strategic digital agency to help you with your marketing take our Compatibility Test and see if we are a match.