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,

Steve

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

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/Simpli.fi

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.

 

Summary

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.

page load speed

The internet has more than 5 billion users. That means more than half of the world’s population uses the internet daily.

Without a doubt, the internet is the undisputed champion for reaching more potential customers. That is why companies work hard to get their websites up and running.

But a lot more is involved when entering the ring of the internet, as you need to understand SEO metrics. Some standard SEO metrics are bounce rate, page load speed, and average time on page.

Today we will briefly touch on what SEO is and then focus on one part of SEO metrics, the page load speed. So if you are still an underdog in the world of SEO, this article will help you come out on top.

And if you are still having problems and feel like throwing in the towel, contact a reputable digital marketing team to help you get back into the fight!

What Is SEO?

SEO, or search engine optimization, improves the quality and amount of website traffic to a website or a web page from search engines. By tracking SEO metrics, you can estimate whether your approach is working, what kinds of results you’re accomplishing, and where you can improve moving forward.

As you can imagine, SEO is what will push your company above the competition. So if you are always being uppercut by your rivals, then your SEO isn’t fully optimized.

And one key factor is how long your website takes to load.

What Is Page Speed?

Page speed can be defined as the time it takes for the site to fully display the content and how long it takes your browser to get the first byte of information from the server.

In layman’s terms, it’s how much time it takes for the site to load on your screen.

And in today’s fast-paced society, no one has the patience to wait for a website to load. So if a website takes a tiny bit too long to load, users will look for a different site, and your bounce rate will increase. In essence, your website is in competition with other websites to see which one is the fastest.

Page Load Speed & SEO

Let’s begin by testing your website’s load speed.

You can do this by using Google Page Speed Insight. Keep in mind that this page load speed test is not 100% accurate but gives you a good idea of your current page load speed. Let’s take a look at the page load score:

Red means you need to optimize your page load speed, as this will certainly drive away visitors. Scoring yellow makes you a fringe contender, which is good but can be improved for better results.

And green makes you the reigning champion, so sit back and enjoy the benefits of a fully optimized website.

Does Your Speed Ranking Matter?

Owning more than 240 companies, Google is the mack daddy of business.

With that being said, they will always aim for sites that have the best page load speed. And Google has created an algorithm that detects page load speed. If the algorithm detects a low load speed, it will bump you down to the bottom.

The algorithm also takes into account mobile-friendliness. So if you are still working on a mobile version of your site, go ahead and get it done. In any case, you should establish a mobile site since a mobile website is a great way to reach a broader target audience.

But load speed also affects more than just human users. Page load speed can also affect how bots work on your site.

Bots & Page Load Speed

If you are an underdog, you may not know what bots have to do in the SEO fighting scene. But bots play a vital role in increasing your site’s visibility. Let’s briefly see what their part is in SEO metrics.

Bot “crawling” is when a search engine assigns a bot to a web page or web post and analyze the page. Crawling is the first element of having a search engine to approve your page and show it in search results. Once it’s been approved, your site will be indexed.

When the search engine bot crawls a page, it scans the links on that page and assigns another bot to them. The more links you have, the longer it may take to complete its crawl. So how does page load speed affect crawl speed?

Google gives you the capability to set a crawl budget since search engines have limited time and resources to search billions of pages at a time. With a crawl budget set, it will determine the quantity of time they can and will use on your site in a given session.

But if your load page speed is lacking, the bots will not complete their job on all of your websites. And as you can imagine, if a bot can’t complete its scan, it will either not index your site at all or set it at a much lower position.

What Can You Do to Improve Your Page Load Speed?

It does take some time to gather the necessary information to fully optimize a page load speed. That is why it’s always recommended to use a digital marketing team to help out.

Let’s briefly list what you can do to optimize the page load speed:

There are more factors to examine, but these are the most common problems that cause slow loading speeds.

Don’t Let SEO Knock You Out of the Ring

The page load speed is only one aspect of SEO metrics. But don’t worry, even though SEO metrics seem like an intimidating foe, you can achieve victory with the right training.

If you require a professional digital marketing sparing partner, contact us today! We have elite SEO fighters that are ready to help your site come out as the reigning champion.

digital marketers at work

Guess who made it to Expertise’s top ten best digital marketing agencies for this year? Yep — yours truly, PunchDrunk.

Expertise, the famous California-based market research agency, conducted a thorough review of the 20 best digital marketing agencies in the US, and selected its winning ten. And we were among them! Cue huge cheers from across our offices (and from our customers’ offices, too).

So, what secured us a spot on this prestigious list? What did Expertise focus on when picking this year’s winners? Read on to discover the four main reasons why PunchDrunk made the cut.

1. Customized Content for Happy Customers

No-one more than the team at PunchDrunk knows how vital it is to provide customized content to keep customers happy. Well, no-one apart from Punch Drunk and our happy customers, that is.

At PunchDrunk, we always strive to put you, our customer, at the very center of each project. What do you need us to do, to meet your specific business needs? What type of digital solution can we help you with? Is it going to be email marketing? Or mobile ads? Or maybe some punchy social media content?

Whatever your requirements, whatever your goals, we can deliver highly customized services to make — and keep — you happy. Don’t just take our word for it: read some of our testimonials.

2. Shiny, Compelling Design

Another factor that contributed to our triumph, as mentioned by Expertise, was the great quality of our design work.

The team at PunchDrunk doesn’t simply create the most catchy, compelling content for your needs, it also delivers it in an engaging, appealing design.

Need the most visually captivating web portal for your new marketing campaign? We’re on it.

3. Proven Results

Once again, go and take a look at the customer testimonials on our website. Like our Brit friends would say, “the proof is in the pudding”. Meaning, our excellent services, compelling design, and timely delivery all contribute to YOUR success.

We have a proven track record of driving up profits for customers in different business areas, through our varied portfolio of offerings. Why not let yours be the next success story enabled by PunchDrunk?

4. A Pretty Likeable Team, Too

OK, so what about us, the humans that make up the PunchDrunk team? If the previous points depict us like some sort of superheroes or crazy marketing nerds, we can assure you that we’re not (much).

We are professionals, but we are also super personable. We work hard, but we also play hard(ish). We are committed to helping your business thrive, but we also understand that behind every business there’s a real person, with a real life and real needs.

Ultimately, we are a no-fuss WORLD FAMOUS digital marketing agency that you really, really should work with if you’re serious about successful marketing strategies.

Want to Meet One of the Best Digital Marketing Agencies?

If you need even more reasons why we were chosen as one of the best digital marketing agencies, then get in touch.

Let’s chat about your business needs and goals and find a solution — together.

(To see the full list of winners: https://www.expertise.com/al/mobile/digital-marketing-agencies)

 

 

PPC, Pay Per Click

Compared to SEO, PPC produces traffic through paid advertising.

That doesn’t make it better or worse than SEO, it just offers a different strategy to find your core market. PPC is different because you can market to a wider audience. You can market to more people who may find your website through an organic search.

But what makes the best PPC ads? What makes the best PPC ad strategy?

To achieve the best results in your PPC ads campaign, you need to know the best strategies when it comes to creating PPC ads. You need to know about the auction, online behavior, quality score, and more.

When you understand and master everything about PPC ads, you can accumulate leads and traffic like never before. Here’s a guide on everything you need to know about creating an effective PPC ad strategy.

Understanding Online Behavior in PPC Ads

Although you may understand who your target market is when it comes to the buyer persona, you may not know what they are doing with your ads. You may not know how they are reacting to your website.

If you want an effective PPC strategy, you have to know more about your ideal customer and their behavior. You have to assess what keywords they are using to search for a product and what causes them to leave your ad or website.

Here are some ways you should be analyzing the behavior of your consumer.

Clicks

One of the best ways to discover if your PPC ads are gaining any traction is to see if anyone is clicking on it. This is the most basic way to evaluate if your ads are desirable to your target audience.

You may discover that you have a lot of clicks on your PPC ads but that’s all there is. It could be that people click on it but your conversions are low. That means the ad is performing well but something is stopping them from purchasing or staying on your website.

Keywords

Another part of researching user behavior is to look at the keywords they use when they search for a product. You want to assess what short and long-form keywords the consumer is using to find a product in your business.

This is when you have to research keywords based on volume and the difficulty of the keyword. It wouldn’t make sense to try and rank for keywords that are difficult and competitively ranked.

When you research keywords, you are seeing what kind of online behavior your target market is using to find a product. You are then including these keywords into your PPC ads to help the visibility of your ads. Google will show them to the right audience if you include these keywords.

After you find the keywords you need, you should monitor to see if there are any keyword trends and if your consumers are changing the way they search for your product.

Website Visits

Consumer behavior means you should also be measuring website visits. You should see how long a consumer visits your website and what page they are clicking on.

This is critical after someone clicks on your PPC ads. You want people to stay on your website and ideally book an appointment or complete an online sale.

If you discover that consumers are leaving your website, it could be that your website isn’t updated or you sending the wrong message on your website.

Overall, these are the top three things you should be looking at when it comes to consumer behavior. It can help you evaluate what you are doing wrong and what you need to correct.

What Is a PPC Auction?

What is a PPC auction?

It’s how much you are willing to pay to show your ad to the consumer searching for your product.

For example, you may have a quality product and a quality ad, but so do your competitors. You have to bid in order for Google to show your ad. You have to be willing to spend more than your competitors to show your ads.

Here’s a more detailed breakdown of how PPC auction works.

Understanding the Bidding Process

As mentioned before, you have to set a max bid on a set of keywords or a group of keywords for your ad to be seen by the consumer.

You are essentially paying Google to show your ads to the consumer. The more you pay Google, the more your ads will be seen. You want to set a bid that’s higher than your competitors so you are seen on the top of the search.

Is Your Ad Relevant?

Another part of the PPC auction is the relevancy of your ad. Google will show your ad if it’s relevant to your target market. This is why it’s important to have a relevant ad, which includes specific keywords because it will be shown more to your ideal market.

This is why a quality score is important. it determines the relevancy of your ads.

What Is Quality Score?

The PPC ads quality score is how relevant your ad is to your ideal market. If Google scores your PPC ad a 1 out of 10, it means your ad is awful and entirely irrelevant.

However, if you score a 10 on your PPC ads, it means you have an awesome ad and it’s very relevant to your ideal market.

If you want your PPC ads to rank high, you need to know a couple of things. You need to have a high click-through rate, the ad copy should be stellar, and is the spot that the users go to after they click your ad relevant to them?

For example, if a user were to click on your ad about shoes, but it took them to a website about shirts, it would hurt your quality score. The user search doesn’t match what’s displayed on the PPC ad.

This is why it’s important to know the metrics behind the quality score and what can help you create an incredible PPC ad.

What Else Should You Know?

While user behavior, PPC auction, and quality score are critical components of your marketing strategy, you should also know other parts that can help you even more.

You should know about body copy and how to write ads for your market. Here are some tips that can help you create more effective PPC ads.

Writing PPC Ad Copy

When you create your PPC ads, you need to know what you’re going to say to your consumers.

It’s best to mention the benefits of your product. You should talk about what kind of benefit your consumers receive and what problem it helps solve for them.

Your body copy should also have something that grabs your consumer’s attention. If they were to see your ad on the top of a Google search, they should realize the benefit of it. The ad should immediately appeal to their needs.

You should always write for your audience and what they need. Don’t write about your business and what you’ve accomplished.

You should also create intrigue and mystery that goes along with the benefit. It should entice the consumer to take action and not assume that it’s just another ad. You have to use persuasion techniques that can help you produce more clicks and website visits.

Lastly, you should think about the call to action. Try various CTAs that aren’t confusing and entice the consumer to take action. You want to be to the point without being subtle.

Overall, the body copy of your PPC ads is critical if you want your ads to resonate and stand out from the crowd. You want to show people how you can help them and what your product does for them. This is why you need to consider the best PPC ads strategies and marketing trends.

Now You Know Everything About Creating a PPC Ads Strategy

Now that you know everything about PPC ads, it’s your turn to create them and start attracting more traffic to your website. It’s important to remember that your PPC ads need tweaking. You may not achieve perfect results or a perfect quality score right away.

You may have to adjust your ad copy, your website, and the keywords you are using. But the more familiar you become with PPC ads, the more likely you’ll master them and be an expert in them.

If you want help with your PPC ads strategy, you can contact us here.

 

Online Advertising Laptop Screen

 

 

Any time your ads are hit with discrepancies, it’s usually because of mismatched data between the publisher and advertiser. But, unfortunately, the issue can run even deeper than that.

Measuring the number of impressions is more complicated than just using a formula to collect your data. It takes several different factors like website loading times, interaction by users, ad-blocking, and more.

Digital advertising offers many helpful tools to understand your website data, advertising campaigns, and anything else you publish online. Working with industry experts can help you make the most of what you’re producing. Proper utilization can help you succeed, but if you aren’t aware of potential missteps and lost data, you could be wasting your time and money!

Understanding what ad discrepancy is and how to reduce it will help you better understand your traffic data, how they’re performing on different platforms, and the steps you can take to reduce the risk of further issues. If you want to finally understand advertisement discrepancy, then this article is a must-read!

What Does “Discrepancies” Mean?

In advertising, as with any industry, discrepancies refer to the variance in data results between two parties. Most entities will have general data points that they want to monitor, but if they vary from their partners, the data won’t match up.

The difference in these reporting numbers used for crucial measurements, like impressions and clicks, is the basis for understanding discrepancies.

What Are Ad Discrepancies?

An ad discrepancy is the differences in your advertisement data analysis experiences between two parties. These discrepancies happen when you implement various tools and formulas and specific techniques to calculate your data.

The most common metrics advertisers and publishers refer to and measure are:

  • Pageviews
  • Quantity of impressions
  • Number of user sessions
  • Conversions

The ad industry’s two discrepancies are the ad tech vendors and the platforms, both sell-side and buy-side. And, when these two discrepancies combine, you could experience an even more complex issue.

You will generally experience ad discrepancy when the publisher and advertiser use different standards to calculate their ad delivery data and impressions. For example, if a publisher measures performance based on the number of ad requests made, but the advertiser monitors the number of ads delivered, their data won’t sync up.

What is an Ad Impression

Digital ad impressions are counted based on when and where your ad displays on web-based platforms. The impression tells your advertisers and site developers the number of times your target audience viewed your ad.

An ad impression is counted each time your advertisement shows up on a SERP (search engine results page) or any other site in the network. It’s important to work with trusted partners who can help measure true impressions, where ads were visibly seen versus false impressions, where the ad may have loaded, but wasn’t on the screen long enough for someone to have seen it, much less interacted with it.

5 Things to Know About Ad Discrepancy

When it comes to understanding ad discrepancy, the first step is understanding how it’s defined. But now, what are the root causes of ad discrepancy? These are the five more important things to know about this issue.

1. Delayed Reaction

Loading times play a significant role in having an accurate impression count. If a user leaves the page while it’s loading or before the ads load, you won’t earn their impressions. Technically they didn’t see the ad, so the visit isn’t counted.

If the data is pulled in from different time zones or geographical locations, you can also experience similar issues.

2. Using Different Platforms

When you have two or more parties involved in collecting analytics data, the risk of a discrepancy is greater. SSPs (supply-side platforms) and their ad networks work to provide value to the publisher, and as a result, they calculate their impressions differently than DSPs (demand-side platforms). The latter is only focused on delivering value to the advertiser.

3. Ad Blockers

The use of ad blocker software blocks both codes and URLs to stop ads from displaying on web pages. These cause major discrepancy issues because if the blocker prevents the display of your ads, they won’t appear on the browser. But the discrepancy happens because the publisher still sees the user as active and accessing the webpage where the ad exists.

4. Missing Cache Busters

Anytime a user opens a webpage, their browser cache saves the details of that webpage to their system. A cache buster ensures that when a user loads your page, it renders ads from the server, not the browser.

 5. Using Third-Part Vendors

When you partner with a third-party platform, like Google Analytics, you’ll have easy access to user behavior data. However, it’s important to remember that both the publishers and the advertisers should use the same third-party platform to avoid or reduce the risk of a discrepancy.

How to Reduce Your Risk of Ad Discrepancies

When it comes to reducing your risk of encountering a discrepancy, start by investigating internally what types of metrics you’re using to measure ad performance, and then move outwards to align as many factors as you’re able.

Check and see if any cache buster software is enabled. If not, implement the proper coding to help you avoid holdups there. If you’re dealing with different vendors, advertisers, or agencies across different time zones or locations, identify a standard timezone you will all report in for accurate impressions.

Lastly, regularly run tests to ensure you have accurate data with reduced ad discrepancy. Also, periodically connect with all parties accessing the data to confirm that everyone uses the same metrics to measure performance.

It’s important to understand that Discrepancies are natural and reporting in your internal analytics program will probably not match reporting from your ad delivery systems. Even Google encounters this issue within its own platforms. Impressions and clicks reported in Google Ads are nearly always different than reporting in Google Analytics, even when you link the two accounts together.

At PunchDrunk Digital we usually don’t raise the flag on discrepancies until we reach the 20% or higher mark. That’s when the caution flag comes out and we start deep diving and looking for potential problems that are just standard issues as we discussed above.

If you’re unsure how to move forward or feel like you could use some additional expert advice, our team would be happy to help you create successful advertising campaigns. Contact us to learn more! You can also visit our blog at any time to stay up to date with changes in digital marketing and learn more about how you can improve your business!

digital advertising agency

Digital marketing is everywhere these days. From popular social media accounts to sponsored ads on search engine results pages, there’s hardly anything you can do online without seeing some form of advertisement.

That said, as a business, if you’re not taking advantage of this shift in the marketing industry, you’re missing out on a majority of your potential customers! Companies stuck in the traditional marketing mindset are doing their business no favors by relying on what worked for them historically.

Suppose you want to revive your business, increase your revenue, and the likelihood that you’ll see the next shift in the advertising industry. If so, you need to take advantage of digital marketing! If you’re ready to invest your marketing budget into digital advertising, but you have no idea where to start, have no fear! We’ve created this deep dive into a digital advertising agency’s anatomy to help you understand what we can do for you and even offered some insight to help you better understand digital advertising.

What is Digital Advertising?

Digital advertising, also known as digital marketing, is the current world where advertising is thriving. Advertising and marketing to the masses have changed a lot over the past century.

  • 100 years ago: Businesses could take out an ad in the daily newspaper and trust that it would help customers find them
  • 50 years ago: Create a few commercials for television and radio in addition to newspaper ads
  • Ten years ago: Buy a cheap website, stuff in some targeted keywords to drive traffic from search engines, and to rank on the results pages
  • Today: Advertise through targeted social media ads, email campaigns, apps, television, radio, print, and more.

It’s the age of digital, and in the U.S., where over 81% of adults own a smartphone, if you’re not advertising to them where they are, you’re missing out on the majority of users across the country!

Digital advertising, in a nutshell, is an umbrella term used to refer to all marketing or engagement strategies through online platforms. Your digital media agency’s role is to help users find you, notice your offerings, generate new leads, and turn those leads into customers.

The Anatomy of a Digital Advertising Agency

If you’ve never worked with a digital advertising agency before, you may not be aware of all the moving pieces that take place behind the scenes to help your business succeed. We’ve broken out our hypothetical x-ray machine to help you see inside our agency and better understand what we offer each of our clients.

Creative Department

The team that comes up with your brand ideas and builds engaging digital content is the creative department. Anything from video, Google search or display ads, social media campaigns, shoppable links, and everything in between falls under this team.

Strategy Department

We refer to the strategy department as the matchmakers. They understand what makes your company unique and the type of customers that would love your product. They work through digital solutions to best showcase your business and connect you with the right customers, at the right time, in the right way.

Operation Department

The fulfillment and optimization umbrella is the operation department. They take your specific creative and strategic plans and launch them across multiple platforms and formats. They monitor your campaign’s progress hourly, looking to identify what is working and which ones may need a little tweaking.

Customer Relations

This team stands by your side throughout the process, ensuring you’re up-to-date on how your campaigns are doing and working with you as your needs and goals change. If there is ever anything you don’t understand or something you aren’t sure about, your customer relations team is there to walk you through it, listen to your concerns, and help you find satisfaction and success in every campaign you launch.

What is a Digital Agency Important for Your Business?

If you don’t have a digital marketing strategy in place, or if yours isn’t working for you, trying to learn where the industry currently is and how to conquer it can be overwhelming! But when you connect with digital marketing agency experts, you can rely on them to keep you up to date and prepare you for current trends in the industry.

Some of the other benefits to enlisting the help of digital marketing services are:

  • Keeping you up to date with your competition to make sure you’re staying visible in your target markets
  • Expand your audience and reach new people regularly to increase your likelihood of conversions
  • Build brand loyalty by encouraging customers to connect with you on social media and share your posts with their connections
  • Digital marketing is more cost-effective than traditional marketing, so you’ll have more money in your budget to invest elsewhere
  • Learn more about your audience by implementing analytical tools that will give you insight into their preferences and behavior online
  • Increase your ROI (return on investment) and revenue by making more reliable predictions on how your business and marketing campaigns will perform based on specific data points of your choosing

If you’re not sure what some of these benefits mean to your specific business, that’s ok! Your digital advertising team has a department or resource in place to help you succeed. Wherever your current knowledge level is, the conversation and explanations of benefits can be catered to help you make the right move for your business.

Where to Start

Do you currently have any digital marketing campaigns in place? Have you created a social media account for your business or maybe sent out some emails to your subscribers?

If you haven’t done any digital advertising yet, don’t worry! It’s not too late to update your business and revitalize your lead generation to reach more people.

Are you ready to update your marketing strategy and help your business move into the new age? Contact us to discuss what our digital advertising agency can do for your business. We know it can be scary to work with a new company, but we’re here to help you understand what we have to offer and create a marketing strategy that will work for YOU!

installing digital Next Generation Behavioral Targeting (Next Gen BT)

Show ads to consumers when they’re most likely to convert with PunchDrunk’s Next Generation Behavioral Targeting. Traditional behavioral marketing involves scraping web-use data, analyzing it, and making predictions based on previous purchases. Although it gives businesses more to work with than no information at all, the process isn’t refined.

PunchDrunk has perfected the strategy by partnering with thousands of the world’s most popular websites. With access to search data as it happens, Next Generation Behavioral Targeting displays your ad to users within a second of their search. So, if a potential buyer searches a review website for best coffee shops, your downtown bistro ad will display to them within moments.

Whether it’s banners, video, audio, or pretty much any other format you can dream of, NextGen BT reaches your audience when they need to see it.

Put an End to Hit-and-Miss Marketing

For years, marketing has been a guessing game based on the best reading of past information. When you look at recent consumer behavior, you get a basic idea of what they might do in the future. However, this technique is not bulletproof. Forecasting based on analysis of the past can only go so far.

People’s tastes, desires, and beliefs are evolving faster than ever, and what was relevant last year is unlikely to be relevant today. NextGen Behavioral Marketing puts an end to the guessing games. It lets business owners and marketers show ads to buyers moments after they’ve entered their query into the search bar. We’re not just talking about Google and its affiliates, but every partner PunchDrunk has made over the years.

searchUse Real-Time Search Data

Data is the key to smart, successful marketing. The patterns and trends you can capture from the way customers use your digital platforms are seemingly endless. When it comes to ads, sometimes you’re just throwing something that you’ve spent a lot of money on out into the ether with little or no return. The reason for this is relevance. If someone doesn’t need your product or service at that moment, they might now even notice an ad.

Show Ads When It’s Most Relevant 

It seems evident that the best time to target a potential buyer is at the moment they’re actively looking for your service. Next Generation BT intuitively knows when a potential customer is entering search terms related to your business, in your area. Within a second of entering the search, your ad displays — exactly when they need to see it. When you’re consistently targeting buyers at the point of need, you’ll see conversion rates soar, and wasted marketing dollars rapidly decline.

More Clicks and Conversions

Of course, two of the most significant advantages of Next Generation Behavioral Targeting are more conversions and clicks. If a potential customer sees your ad when they need it, the chances of them clicking are high. Not only that — but once they’ve explored your website and confirmed that you could fulfill their need at that moment, they’re more likely to finalize the transaction.

Behavioral targeting might not have been a sound investment when the data was based on past purchases. However, now it’s based on up-to-date information; you never need to waste an inch of advertising space again.

Increase Revenue With Next Generation Behavioral Targeting

The ultimate goal of advertising is to reach more potential customers so you can increase revenue and grow your business. It’s one of the most cutting-edge tactics you can use, and it’s almost certain to position you ahead of the competition. Most people might be focusing on data from the past and getting stuck in cycles. You, on the other hand, can focus on what’s going on now and how it affects the near future.

Any salesperson or marketing expert knows you get the best response from people who have the need for your product. Targeting customers based on their real-time searches is one of the best ways we’ve ever found to produce ads when people are most receptive.

Stop Trying to Predict Consumer Search Behavior: Track It 

With PunchDrunk’s Next Generation Behavioral Targeting, you don’t need to play any guessing games. Our partnerships with thousands of websites let us show your ad when buyers are looking for precisely what you have to sell. Here is a helpful video to explain Next Gen BT.

 

cookieless digital

 

With Google’s announcement to ditch the long-beloved cookie a.k.a. targeting pixel, many digital advertisers are scrambling to reevaluate their brand’s digital strategy. How will we target our best customers or potential new customers when we lose insight into their online behaviors?

Fret not Captain Digital Marketer, PunchDrunk Digital has you covered. There are multiple proven digital tactics that have been living on the cookieless diet and thriving.

#1: Contextual Targeting

Contextual Targeting is a no-brainer when looking at cookieless digital strategies. This digital tactic goes beyond the individual and focuses on website content. With the ability to target both on web article headlines as well as keywords found within the article content, you can build a comprehensive strategy that ensures your ads are in front of your ideal audience.

For example, you own a Motorcycle Dealership. You want to make sure new riders are aware of your motorcycle drivers ed classes and low-cost entry bikes for the new rider. With Contextual Targeting, you simply run a content targeted campaign and you can find your ad placed next to articles that new riders would be reading like Throttle Jockey’s article “10 tips for new motorcycle riders” or ValuePenguin’s article, “Average cost of motorcycle insurance.”

Pro Tip on Contextual Targeting: Make sure you partner with a digital advertising agency that knows how to build negative keywords into your Contextual strategy. For instance, you probably wouldn’t want your ad appearing next to a news story on a big motorcycle accident.

#2: Addressables

If the cookie is dead, leaning on physical data points is more necessary. A great example of this is someone’s physical address. If you have ever done a direct mail campaign, this digital tactic should make total sense to you.

Using either your mailing list or curating a list for you, we build micro-geofences around each address and then target ads to just those addresses. It’s taking the ad out of the mailbox and putting it in the household’s mobile phone, laptop, or even their TV.

Here’s a great explainer video that goes into Addressable GeoFencing in more detail: https://www.youtube.com/watch?v=MftvbcgtDAc

Pro Tip on Addressables: Set up conversion zone tracking. This will allow you to see how people responded to your ads by visiting your physical location.

#3: Search

Search is dead. Long live Search. One thing we know for certain, search is going to remain king of the digital kingdom at least for the foreseeable future. We search for everything, from “tacos near me”, to “what is the fastest mile time ever recorded”, hint it isn’t me. And though search is evolving, (check out our article: Local SEO Vs. Organic SEO ) as a collective we still rely pretty heavily on the search bar. Google alone receives about 63,000 searches every second.

Investing your time and energy in a comprehensive SEO (Search Engine Optimization) and PPC (Pay Per Click) campaign can’t go wrong. But make no mistake, a cookieless world could impact search in a mighty way if we are to see a loss of personalization. The trickle effect of this will no doubt be noticed most on those that were previously running search strategies and didn’t prepare effectively for the loss of the cookie.

Pro Tip: Search for your searches. Many advertisers don’t conduct searches for the keywords they bid on. We recommend buying a super cheap tablet or laptop and leave it just for conducting searches. Don’t have anyone create a chrome account so that the results are more ambiguous and therefore, more likely what your customers might see.

#4: Email Marketing

The return of Email Marketing is here. Much like Addressables, the use of a physical data point, say an email address, circumvents the need for a cookie and allows you to target people directly. Email marketing is a tricky channel and reminds of Narnia. There are some really great places to visit, but there are some shadowy areas that are best to avoid.

There are tons of different ways to tackle your email strategy, from using platforms like Constant Contact or MailChimp, to running sponsored ads directly through GMAIL. The most important thing we stress is to monitor your results. Too often we see people go all “set it and forget it” on Email Marketing and spend more time crafting the emails than checking to see if there were actually read. Know your open rates, check your link clink activity, and become good friends with your analytics. After all, digital marketing shouldn’t be a guessing game.

Pro Tip on Email Marketing: Custom templates and good headlines. I know, it’s two pro tips for the price of one, but both are essential. The headline gets the action. It needs to be good, honest (don’t be a clickbait scoundrel), and direct. Then when you do get someone to engage your email, make sure your template stands out. We want good design, pleasing to the eye, and something that captures the essence of your brand.

#5: OTT – Connected TV

Yes, this one gets hairy because currently, OTT has a lot of cookie-based features. You can match someone’s search and online behaviors and target them with streaming television commercials, but when we enter the cookieless zone that capability may be gone. So why include OTT on this list? Because marketers have and still are buying television commercials without a cookie. It’s called broadcast television and it works on rating points and programing indexing. You can match your ideal target demographic to the streaming shows that appeal to them.

This is a tough pill to swallow for a lot of digital marketers out there, but traditional media does work and it only works better when in partnership with digital. For those of you new to the scene, OTT or Connected TV is the ability to serve television commercials to streaming subscribers. But wait, isn’t that just… TV commercials? Yep, and that’s our point. The loss of OTT sophistication hurts, saying goodbye to the cookie will be tough, but there are decades of great marketing strategies that occurred before the cookie was ever born and there’s no reason for it stop now.

Pro Tip for OTT: Know what your buying. Too many people are running OTT campaigns thinking they are getting their commercials placed in front of people watching TV, but many OTT companies are really taking those ads and dumping them on mobile devices, laptops, and low-level streaming sites. Ask your provider for what networks your streaming television ads are placed on. If they can’t answer, that’s a bad sign. Follow up with what percentage of your ads are actually appearing on television. If they can’t answer, that’s a really bad sign.

How to Learn More About These Cookieless Digital Tactics?

There’s a lot to talk about when it comes to the cookie and even more when it comes to digital strategy. That’s why we are here to help. Feel free to contact us and we will be glad to help in any way we can.

PunchDrunk Digital, a little bit PUNCHDRUNK a whole lot of STRATEGY.

 

The Triller Take-Over

Just read an interesting article about a new (at least to me) social platform that many believe will take the majority of American TikTokers. It’s called Triller.( https://www.triller.co/) Odds are only old and uncool people like me aren’t familiar with Triller as it’s been around since 2015 with investors like Snoop Dogg lending a helping hand, and as of mid-2020 has 50 million monthly active users. That’s still small compared to TikTok’s 1 billion. But with privacy concerns surrounding the China-based TikTok, many have been concerned about what’s happening with all the user data TikTok is collecting.

As digital marketers, it’s probably wise to keep Triller in your news feed as some of the largest TikTok stars are making the move to that platform, which typically signals a large audience shift. Before long people might be asking you, “Should I be advertising on Triller?”

Here’s a link to the article I referenced above:

https://www.latimes.com/entertainment-arts/business/story/2020-07-28/creators-leave-tiktok

TikTok, Triller

TikToc Stars Leaving For Triller

What Is TikTok?

Okay, so social media trends and popular apps, especially with the younger generations like, Gen Z and those ever-popular Millennials, isn’t your thing. That’s okay, at PunchDrunk Digital we are here to help. Twitter’s Vine was the first to prove that short-form video is very popular with young people. The ability to quickly make videos ranging from lip-syncing, to acted out memes with music backgrounds, and share them with your friends is what all the cool kids are doing these days.

Still having trouble? Think of it as online-karaoke and who doesn’t like karaoke??? Apparently nearly everyone as among U.S. based people over the age of 18, TikTok brought in record-breaking growth. TikTok itself doesn’t release usage numbers, but companies like Comscore, that specialize in monitoring app downloads and active users report that TikTok brought in 22.2 million unique visitors in January. Then 23.2 million in the 28 days of February, and another 28.8 million in March.

Then COVID hit and the boredom of quarantine turned even more people to Social. When Facebook got boring, they started testing platforms they hadn’t used before… like TikTok which saw 39.2 million unique visitors in April alone.

The growth was mostly in the millennial age segment, as showcased in the graph from AdAge below.

TikTok Unique Visitors

Composition of Unique Visitors on TikTok

Need More Info?

If you are still looking for more information on TikTok or Triller, check out their sites in the link below.

https://www.tiktok.com/en/

TikTok Home Screen

TikTok Home Screen

 

https://www.triller.co/

Triller Home Screen

Triller Home Screen

 

A lot of times when we think “digital marketing” our advertising brains quickly go to banner ads and search results. But a great addition to a digital marketing strategy is video.

With over 500 million hours of video watched daily, finding the right person to see your video ad has never been easier.

You can access the power of video advertising through major platforms like YouTube and Twitch as well as places you may not immediately think, like local news stations and national websites.

Here are several benefits of online video advertising that your business will receive as it furthers its video endeavors!

1. They Grab Your Attention

This should be prefaced by saying that video advertising comes in many different shapes, sizes, lengths, and formats.

As previously mentioned, they aren’t only used on platforms such as YouTube or Facebook. While both of those are very important resources, there’s so much more to video ads than that.

For example, have you ever watched an NFL game and noticed that all of a sudden, Aaron Rodgers and his “Statefarm agent” pop up on your screen while the game is still being shown?

Great news! These video advertisements aren’t just available for large brands like State Farm. Your company can gain access to these extremely effective attention-grabbing video placements as well.

When done right, video advertisements can have that much of an impact on your brand. Start your journey there by teaming up with a digital ad agency today.

2. They’re Perfect for Mobile Users

Did you know that for the first time in the history of technology, more people are visiting the internet via smartphone than any other device?

Now, think about when you use your phone for things such as social media, using handy mobile apps, or even playing candy crush to pass the time. All of those platforms have movement and interaction on them at every turn.

Your brand’s online video marketing can serve as the perfect complement to the standard display ads that you already have in place. They can provide a “storytelling” angle to your marketing efforts.

The video advertisements that you make can be altered to fit any format. In fact, a mobile user is more likely to watch your advertisement longer than a desktop user.

The successful video marketing brands are the ones that customize their ads for every single outlet. That means TV, phone, and desktop alike. But you can’t deny the ROI that mobile ads bring to your campaigns.

3. They Provide a Boost to Your Sales

It might not surprise you that video advertisements can provide an uptick in your company’s sales.

With all of the interaction that video ads include these days, it’s no wonder that you’d see an improvement in revenue.

However, most people don’t realize that video marketing improves your sales in two separate ways: 1) it generates more leads and 2) it leads to higher sales conversions.

Why? Because the customers in the marketplace these days are looking for personality with the brands they invest in.

If you’re able to capture a personal tone and emotion within your video ads, then you will appeal to a broader amount of customers in your niche.

As with anything else, your personal tone won’t resonate with everyone that sees it, but it will undoubtedly push more people to click your video links.

Those that click the link after being attracted to your brand have a higher likelihood of building customer loyalty with your brand.

4. They Can Strengthen Your Email Marketing

When you receive an email from a business that you’ve subscribed to, and then you open it up to see paragraphs of test, you more than likely click the “back” button right away.

That’s because, in today’s world, people want your business to get to the point within seconds of reading/watching your content.

So rather than spending several hours constructing the perfect paragraphs for your emails, why not let a video advertisement do the talking instead.

The videos that you create might lead to a higher click rate for your email campaigns and generate more sales as well.

More importantly, it will separate your brand from all of your competitors. Email marketing is as strong as it’s ever been. But now, you just need to be a bit more interactive with the content you include in it.

5. Visualization is Key for Your Product/Service

Do the products or services that your company sells require a lot of explanation before people understand the value they have?

If so, then video marketing can help you cut that 2-minute long sales pitch in half with visualization tools.

For example, say you sold an elbow sleeve for weightlifting that helps those with tennis elbow.

Rather than losing their interest in a long-winded description, you could show a video of the sleeve limiting the mobility of their arm while you explain it to them in a voice-over clip.

Visualization is of vital importance for your brand. It can sell them on the product before they even speak with your sales reps.

Unleash the Power of Online Video Advertising!

Now that you’ve seen several online video advertising opportunities, it’s time to equip your brand with a new style of marketing.

Be sure to read this page for more information on why PunchDrunk Digital is the perfect fit for your new online video endeavors.

For more inquiries, please reach out via our contact us page and we’ll be happy to assist you further!

Digital Marketing Trends

Digital marketing is the here, the now, and the future of a successful marketing strategy. It uses the online age to its advantage, offering many different ways to generate leads and gain new clientele.

As such, there are many different trends that companies are finding success with. Seeing as how the marketing industry is a copycat world, you should get in on the fun!

Even though 2020 is only a few months in, there are already several trends that you’ll want to replicate.

Here are the top digital marketing trends of 2020 so far and why you should consider placing them in your marketing plans right away!

1. OTT Advertising

Many of you out there that are reading this may not be all too familiar with the term OTT advertising.

OTT stands for over-the-top, which refers to OTT services that provide media to their customers through the internet. Streaming services such as Netflix, Amazon Prime, and Hulu are examples of this technique.

Because of the massive amount of subscribers that Netflix has (167 million and counting), you will definitely want to find ways of getting in on that marketplace.

But how can you get involved? What are the techniques that you should use? How do you know which OTT outlets and services are the right ones for your company?All of those questions (and more!) can be answered by teaming up with a trusted digital advertising agency. By doing so, your brand will have exposure across many different outlets such as OTT advertising, SEO, and pay-per-clicks that it otherwise may never have had.

2. Use Voice Search to Your Brand’s Advantage

It’s official, ladies and gentlemen… Siri and Alexa have officially reached a point where you must now adjust your marketing strategies to them.

In fact, as of 2019 one-third of the population in the United States use voice search features in their everyday lives. Imagine the number of searches that could amount to for your brand each and every day.

So… how could you possibly improve the voice search results for your brand? It’s not as if you could pay Alexa or Siri off to direct them to your sites more often.

The thing you have to remember is that those two, as advanced as they might be, are still keyword-driven. That means that by integrating more keyword phrases into your content, your pages are more likely to pop up in voice searches.

3. Native Advertising

Every successful marketing strategy has a bit of “sneakiness” to it. You need that element in your plans in order to direct new people to your website.

Native advertising is the perfect example of this because it blends your paid advertisement into the look and format of the media page that you post it on.

For example, have you ever read an article on Forbes.com and noticed that the article feels as if it’s slowly (but surely) pointing you towards a specific service or brand?… That’s because it is!

Odds are that the Forbes.com article you read was actually written by the CEO or owner of an entirely different company. They simply paid Forbes to post their article on the Forbes.com website.

It’s not lying to the customer, it’s just plain clever! It can get your brand a whole new level of exposure that you didn’t know was possible.

Be sure to consider different avenues in which you could use native advertising for your brand. The digital advertising agency that you’re teaming up with can help you find the right outlets for your content.

4. Shoppable Social Media Posts

Social media outlets just keep on truckin’ along! The outlets that you use to build your brand are becoming more and more of an advantage for companies like yours with every day that passes by.

Do you pride yourself on finding “new and undiscovered” brands on Instagram? The reality is that you didn’t discover those brands, they discovered you. Then they placed a shoppable post in front of you and you bought the product! It’s a win-win for everyone involved!

Shoppable posts reward the hard work of your brand by giving customers a direct route to your website if they want to purchase your item.

They merely click on the post that’s laid out in front of them… then BAM! They’re on your product’s purchasing page before they even know what hit them.

Whether you have a best-seller that you want to push out to the rest of the world or a product that you want to improve the sales of, shoppable posts can help you out!

5. Gaming Advertisements

Who doesn’t enjoy playing games? Everyone has a go-to game on their phone that they use to pass the time.

Many experts say that those games are one of the biggest missed opportunities for brands to advertise their products.

The customer is engaged in the game as is. Placing your ad in their game will give you 5 seconds of their undivided attention.

Simply place the advertisement in front of their eyes and let the content of your ads do the rest of the work!

Use These Digital Marketing Trends to Your Advantage!

Now that you’ve seen a few of the top digital marketing trends so far in 2020, it’s time to get yourself ahead of your competition and put them to practice!

Be sure to read this article for examples of digital advertising done right. There you can find some ideas to start brainstorming your new online ads.

For more inquiries, please feel free to reach out via our contact page and we’ll be happy to assist you further.