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.

Pay Per Click

You often hear about ad blindness and how a lot of people don’t click on paid results. But the fact is, nearly 50 percent of searchers click on PPC ads.

Those clicks cost money though. Isn’t it better to get your traffic for free from organic listings? Natural search might be cheaper but if you approach paid search correctly, it won’t cost you anything. After all, if you could earn $2 for every $1 you spend on ads, why wouldn’t you do that?

Let’s look at some advertising benefits of paid search, particularly if your organic rankings are on the low side.

PPC Gives You More Visibility

One of the biggest advantages of paid traffic is that it gives you higher visibility, especially when your organic search rankings are low. Paid results appear at or near the top of the search results page so you can run ads that outrank all the organic results.

You can launch a PPC ad and have it start generating traffic in a matter of minutes as well. The short turnaround time gives you the ability to try different things and rank for timely keywords. If you see something in the news that’s related to your market, you can get an ad in front of your audience while the topic is still hot.

Visibility isn’t only about getting a top ranking when your organic results are low though. As your SEO work kicks in and your rankings start to improve, the PPC ads let you double up your rankings.

The more places your audience sees you, the more likely they are to click through to your site. Having several results on the same page increases your odds of getting the click.

Test With PPC Before Rolling Out Your SEO Campaigns

The short turnaround time for running PPC ads means you can test different options to see what works and what doesn’t. Launch an ad, give it a bit of time to generate some data, then pause it and run a variation.

Change the ad copy, use a different image, display a different domain in the ad, or change some other factor. Let that one run for a bit and compare the numbers to the first ad.

One of the two is bound to do better. Whether it’s a higher clickthrough rate (CTR), a better conversion rate, or a lower cost-per-click (CPC), one of the two ads will outperform the other. Once you know which it is, drop the lower-performing one and test a new variation.

Depending on your ad budget and the amount of traffic in your market, these tests can take anywhere from a few hours to a few days. To do the same kind of tests with your SEO campaigns, you’ll need weeks or months.

SEO takes much longer to kick in so you won’t have a meaningful amount of data for quite a while. When you make a change, the whole process starts again and it will be another few weeks or months before you know which works best.

Use PPC to optimize your ads then move the winners into your SEO campaign. The results are already proven so you can expect those keywords to convert well once your SEO efforts have time to push your rankings up.

Higher Visibility on Social Media

Google isn’t the only place you can get paid traffic. Social media sites like Facebook and Twitter also sell PPC ads on their platforms. Running ads there gives you more visibility than relying on your audience seeing your posts in their timeline.

This is especially true on Facebook, where the newsfeed algorithm limits what people see in their feeds. Even if you have a large following, a small number of them will see any posts you make. By running ads targeted at your ideal audience instead, far more of them will see it.

A cynical person might think this is by design. Not showing all your posts to your followers pushes you towards the paid ads, which means Facebook makes more money. Whether that’s the reason for it or not, you can use it to your advantage.

Ad Scheduling Lets You Target the Busiest Times of the Day

Another thing you can do with organic advertising that you can’t do with SEO is ad scheduling which is also called dayparting. This lets you schedule your ads to only run at the busiest times of the day.

If you know your audience is more likely to be searching for your keywords in the evening or on weekends, using ad scheduling to only show your ads then. This lets you test even more options to see if different strategies work better at different times or days of the week.

Once again, you can use this to your advantage whether your organic rankings are low or high. But if you find that different ads work better at different times, that doesn’t translate over to the organic side of things very well.

If you want to have different things show up in the results depending on when people are searching for it, you have a lot more work ahead of you organically. You need to get all the different options ranked all the time – you can’t schedule when things show up in the search results.

Does PPC Help With Your Search Rankings?

Many people wonder if running PPC ads helps their pages rank higher in the organic results. The simple answer is no, it will not affect your organic ranking. You can be the highest spending advertiser on Google for your market but it won’t help your natural ranking.

It can help indirectly though. As your pages start to rank higher, the extra visibility you get by having a paid ad and organic result on the same page can boost the CTR on your organic listing.

CTR is one of Google’s ranking factors so if your page is getting a higher number of clicks, it can help boost it to a higher ranking.

How to Take Advantage of These PPC Advertising Benefits

These PPC advertising benefits are powerful but they take some time to launch and track, not to mention the time it takes to learn how it all works. If you’re busy and don’t have that kind of time, Punch Drunk Digital can help.

With our PPC service, we’ll look after your ad campaigns and you can focus on looking after all the new customers we’ll help you find. Get in touch with us today to find out how we can help you grow your business.

waze map app

Understanding Waze Advertising

As a marketer and business owner, you know that there are countless ways to market your business. You need to get creative to find new and exciting ways to reach potential customers.

One of the most exciting possibilities to promote yourself is Waze advertising. Yes, Waze. You know, that maps app that everyone uses to avoid traffic jams and speed traps? You can advertise there.

There are more than 86 million users of the app in the U.S. and it’s been downloaded at the Google Play store over 100 million times. That’s not including iOS installs.

In other words, advertising on Waze can be a great way to get your business in front of people at the best possible moment. Keep reading to learn how Waze advertising works and how you can use it to generate more business.

What Is Waze Advertising?

If you’re familiar with the app, you know that Waze is great at helping drivers navigate their way around road construction, accidents, and traffic jams. What separates Waze from other apps is that it’s a community-based app.

That means the community participates in letting each other know about road hazards and traffic slowdowns. Advertising on Waze lets you reach this active community, whether they’re in the suburbs, rural areas, or in the big cities.

Waze Advertising Types and Options

You might wonder how you can advertise when people are driving and trying to find their way somewhere.

There are three main options to advertise your business. You can have a branded pin, which is a pin that appears to let drivers know that your location happens to be along their route.

A promoted search puts your business at the top of search results. You have your logo appear to separate your business from the others in search results.

There’s also a Zero Speed Takeover ad, which is when your ad appears over the map like a billboard when drivers completely stop. It’s usually at that moment they’re looking at their phone to see what’s causing traffic to stop.

Waze advertising is ideal for local brick and mortar businesses like restaurants, gas stations, healthcare facilities, real estate businesses, and retail stores who want to reach people while they’re going by your establishment.

It’s also great for businesses that want to attract tourists. They are likely to be looking on Waze for directions, and you can position your business to reach them when they’re ready to buy.

Get Creative in Your Advertising

Advertising is all about delivering the right message to the right person at the right time. That’s why Waze advertising is so effective. You can deliver your message and direct people to your brick and mortar location at the right time.

Drivers may be looking for a place to get gas or something to eat. They might decide to make an impulse buy instead of sitting in traffic. Those are all ideal ways to get your message in front of people at the right time.

Are you interested in running your own Waze campaign for your business? Reach out to us today.

Online gaming is an activity that every generation can participate in—it’s not just for kids! Here, we explain how adults participate in online game playing.

Mobile Gaming Advertising

When you initially hear that 70% of college students state that they play video games on a fairly regular basis, you may be quick to dismiss this percentage as fake. But it’s very real- if you know someone between the ages of 18 and 22, the chances that they play online or mobile games are extremely high. Whether for a relaxing night in, a bonding night with friends, or an attempt to procrastinate on their studies, gaming is one of the most popular pastimes for university attendees.

College students aren’t the only adults who play video games- in fact, they don’t even constitute the majority. Here, we’re going to discuss some of the ways that different generations are into online gaming, how much they play, and what games are best if you’re a grown-up looking to begin your gaming journey.

Read on to learn how to have some fun at home!

Generational Gaming: The Cold, Hard Facts

It’s no secret that each generation of Americans holds their own trends, interests, and lingo close to their heart. Gaming is something that each generation has different beliefs about, but it also is very individual as different people like different things. A popular hobby with Americans of all ages, video games are the lifeblood of many people. Read on to learn about how gaming affects different age groups in the US!

How Much Do Different Age Groups Game?

People tend to think of playing video games as generational, believing that most gamers are teenagers and younger.

While children are the group that may immediately come to mind when you think of video games, the idea that online gaming is for children couldn’t be further than the truth. In fact, the average gamer is 31 years old– well into adulthood!

Only 29% of gamers are under age 18, meaning that the ‘video games are for children’ idea that adults have is blatantly false. Most people who play video games are out of high school and take their hobby incredibly seriously. They take it so seriously, in fact, that nearly a third of the adults who play games often admit that they would love to quit their day jobs so they could game professionally!

Sadly, this isn’t always possible, but gaming remains a part of the lives of these adults. 32% of gamers are between 18 and 35 years old. The remaining 39% are older than 35, a stark contrast to what most people think of when they imagine a gamer.

Therefore, while playing video games is indeed generational, it’s the opposite of what you might expect.

How Much Time Is Spent on Gaming?

People who regularly play video games spend an average of six hours a week playing. Many of these gamers prefer online games and mobile games, downloading apps and platforms like Steam to get their gaming fix. Overall, gamers between the ages of 18 and 35 are the ones who play the most often, spending about 7 hours a week playing their favorite games.

Not only that, but 55% of mobile gamers are willing to pay to download games, especially those they like. An additional 30% download a lot of games for free onto their cell phones and choose to watch advertisements instead of pay additional fees. Advertising to gamers is beneficial for all parties involved- not only do software developers get the word about their games out there, but gamers learn more about games that they may enjoy.

These mobile game downloaders- constituting 85% of the total US population- tend to spend an average of an hour and 20 minutes playing games on their phone or online in one sitting.

Awesome Online and Mobile Games for Adults: Our Recs

Now that you know that you’re not alone if you want to be an adult gamer- there’s no shame!- it’s time to talk about some of the best games you can play that will improve your memory, problem-solving skills, coordination, and general happiness (because these games rock.) Read on to learn the best online and mobile games on the market in 2020.

Mobile Gaming

If you want to download some games on your cell phone, you’re in luck. There are millions of games to download in the app store, so there’s definitely something out there you’ll love.

Puzzle games are extremely common on mobile devices. Tetris is one of our favorites, and it’s a classic for a reason. The concept is simple and the puzzles are challenging, flashy, and fun. Denki Blocks is another puzzle game having to do with geometric shapes. If you prefer a cult game with a colorful aesthetic, Candy Crush is incredibly popular and addictive.

Not all cell phone games are puzzles, though. As of 2020, you can download a Call of Duty mobile app as well as a few off-brand Sims games. Playing popular games on your cell phone is awesome because you can open the app anywhere. Whether in a waiting room, waiting for your child to be done with an event, or eating alone at a restaurant, you can have an immersive game experience.

Online Gaming

Online gaming is another popular way to play. Interactive games played with others, like the Mafia-inspired Town of Salem, are great for when you want a chaotic multiplayer experience. Other games that fall into this category are the simple agar.io and Duck Game.

For a solo experience, consider a #throwback to high school in the form of the Great Gatsby flash game. Even if you didn’t like your lit class, it’s a really fun game where you destroy monsters and dodge obstacles to reach the stunning Jay Gatsby. Metroidvania games are among the best out there, and there are places online that you can find classics like Castlevania: Symphony of the Night. Just do your research and you’ll find something awesome!

Get Started With Online Gaming

Now that you know the demographics of online gaming and have a few sites to get you started, it’s time to get in touch with us about placing your business ads into a game of the right demographic for your services. Contact us to get some more information on advertising to gamers as well as tips on how to become a gamer yourself.

Good luck leveling up!

Are you looking for examples of how digital advertising and traditional media have worked together? Here are campaigns that saw great success and ROI.

traditional advertising in times square

As digital marketing tech grows and grows, traditional marketing is getting further left behind. However, it’s proven that marketers massively undervalue the impact of traditional media channels.

For example, you may think that radio marketing is completely outdated. But in fact, it’s the second most valuable medium in brand building campaigns.

For this reason, you should rethink your marketing strategies. Consider combining traditional advertising with digital media.

Not convinced? In this article, we’ll give you some great examples where traditional advertising married perfectly with digital advertising for great success.

Old Spice

If you were born in the ’80s or earlier, then you probably grew up watching a lot of television. In between segments of your favorite TV shows, you most likely saw those brilliant Old Spice commercials. What made them so memorable was the quirky Old Spice Man and the wild scenarios he was always in. This type of marketing made a strong impression on viewers, and you had to live under a rock to not know about Old Spice.

Nowadays, the younger generation barely watches any TV. Instead, they spend their time on social media and Netflix.

Old Spice knew their demographic had changed preferences for the channels they were on, so they catered to that. Instead of investing all their money into traditional advertising, they started putting some focus on digital media. For instance, Old Spice started running banner and video ads, which attracted more people back to their brand.

GoPro

GoPro is a seller of action cameras and has really taken off in popularity with people who love being active. While they do perform digital advertising, GoPro also has quite a presence in the real world.

For example, they ran a campaign called “Be a Hero.” They encouraged their current customers to post their own videos of what it means to them to be a hero. Also, they invested in brand-related sponsorships, as well as outdoor ads. This ensured that people not only felt their online presence, but also their in-person one.

As a result, GoPro definitely stays top-of-mind for people who are considering purchasing an action camera. Whether they’re in a physical store or shopping online, users are sure to think of GoPro as their first choice.

Sephora

Sephora is a major makeup and beauty store that you can find all over the world. But they haven’t made their success based just on either traditional or digital marketing.

Instead, they’ve crafted a delicate balance between the two. This encourages customers to continue their journey long after they’ve left a physical store.

For example, in the actual Sephora stores, customers can enjoy complimentary makeovers and beauty workshops. They can also utilize a bit of tech with Sephora’s touchscreen product testing.

In addition, customers can log into their personal accounts on the Sephora app. Not only can they find nearby stores with it, but they can also scan items while browsing in the shop, and also track their rewards. Other features include makeup tutorials, virtual product trials, wishlists, and the ability to purchase while on the go.

By streamlining the entire customer journey, Sephora’s enabled millions of makeup enthusiasts to easily find and experiment with various products, both in the store, and out.

Nordstrom

Here’s another example that involves catering to in-store shoppers’ offline and online needs.

As a huge department store, Nordstrom strives to keep their customers’ interest, even when they’re not physically in the store. As more and more consumers hop onto social media and utilize services, Nordstrom realized they needed to play to that need.

This brand has developed integrations where if a person clicks on a picture of a product on Instagram or Pinterest, they’re taken straight to the product page. They can then either purchase online or see if the nearest Nordstrom near them has it in stock.

It doesn’t just stop there either. Customers can use both the website and app to make complimentary in-person appointments with their stylists. By combining traditional and digital channels, Nordstrom’s able to provide their customers with a seamless journey.

Starbucks

Everybody knows and loves this coffee giant. But just because they’re so renowned doesn’t mean Starbucks has given up on marketing. In fact, they’ve doubled down and combined traditional advertising with digital advertising in an incredibly genius way.

Traditionally, this brand has poster ads everywhere. Think of it: you see them everywhere, whether you’re at a bus stop or walking down the street.

They know how powerful this type of advertising is, so they haven’t slowed down with it, even to this day. However, to boost their marketing efforts, they’ve combined it with digital marketing.

What they’ve done is put up brand new posters in a few major cities. Then, they took to Twitter, challenging their customers to be the first to find these new posters and post a picture as proof.

As you can imagine, this got quite the buzz going. By investing in traditional advertising and then taking to a digital channel to promote it even further, Starbucks perfected omnichannel marketing.

Combine Traditional Advertising With Digital Advertising for Maximum Effect

As you can see by the examples in this article, you can’t only focus on digital advertising just because it seems like it has all the bells and whistles consumers like. These people still walk around and see real-world objects on a day-to-day basis, so take full advantage of that by combining traditional advertising with digital advertising.

Are you ready to incorporate traditional advertising with your digital marketing strategy? Then get in touch with us today!

When it comes to SEO, what’s the difference between organic SEO services and local ones? We discuss the organic vs. local SEO debate here.

Organic SEO Local SEO

Websites listed on the first page of Google search results get more than 90 percent of the clicks. Getting your pages ranked near the top of the results is critical for both local and organic searches.

Let’s look at the difference between the two and how local and organic SEO services can help improve your results.

Organic and Local SEO Defined

Too many people think “SEO is SEO” and optimize every page on their site the same way. That’s not the case though. Organic and local SEO have quite a few differences, some subtle and some not-so-subtle.

Organic SEO is intended to get your pages ranked in the main search results. Those results usually apply to anyone, no matter where they’re located.

Local SEO, on the other hand, is meant to rank pages that would be most valuable to searchers nearby. These are pages that answer a local question or offer products or services someone is searching for in their area.

For example, let’s say someone is searching for “pizza”. From the organic point of view, they could be searching for pizza recipes, topping ideas, or various other pizza-related things. From a local perspective, they’re probably looking for somewhere to order pizza.

What Kind of Pages Should Rank?

Google’s algorithm has evolved to the point that it can guess what you’re trying to find pretty accurately. The results will show local pages when Google thinks that’s what you need or only organic results (which still show for local searches) if the search doesn’t seem to be location-based.

Generally, the pages in the organic results are more informative. They offer more content and aren’t necessarily about buying something.

Local results tend to be more action-focused. The action could be contacting a local company, buying something locally, or something else that will solve the searcher’s immediate problem.

Levels of Buying Intent

One piece of the puzzle that Google and other search engines like Bing look at when deciding what kind of results to display is the buying intent of the search.

The buying cycle usually starts with information gathering and those searches are broader. Someone searching for “how to unclog a drain” is looking for information more than they’re looking to buy something.

If someone searches for “plumbers near me” they might still be trying to solve the same problem but they’re clearly looking for someone local that they can pay to fix it for them.

Optimizing for Local SEO

A lot of the work in optimizing your pages for local SEO is about keeping your business information up to date and complete. The most critical listing is in Google My Business. The GMB profile gives Google information like your business hours, contact information, and address that get displayed in the local 3-pack results.

Along the same lines, you should keep your business details up-to-date on other sites like Yelp, Facebook, Yellow Pages, and Bing. Google uses these listings and citations to verify the data so they should all be consistent.

Reputation management is also important to local SEO. Manage your company’s reviews on sites like Yelp by responding to and interacting with your customers.

Optimizing for Organic SEO

Organic SEO is more about the content of your website and the links pointing to it from other places. The content needs to include topic-related keywords and phrases but it’s more important to write for the benefit of your visitors than for Google.

If your content solves your visitors’ problems, it will help it rank higher in Google’s results.

Links to your web pages from other sites are also important. Backlinks are one of the fundamental pieces of Google’s ranking algorithm, going right back to day one. If a page has more links from sites that Google trusts, it’s a sign that the page has more value.

Leveraging Local and Organic SEO Services

Creating and implementing an SEO strategy isn’t that complicated but it does take quite a bit of time and effort to see the results. And Google is constantly tweaking its algorithm so you need to stay on top of those changes.

If you’d rather focus on what your business is best at and leave the SEO work to experts, Punch Drunk Digital can help. Our local and organic SEO services will help you reach a bigger audience and greater success. Get in touch with us today to find out what we can do for you.

I was in sixth grade when I was introduced to the concept of personal profiles. Life’s first attempt to get me to ask myself, “Who am I?”. My teacher passed out a sheet with four different animals on it, a lion, an otter, a dog, and a beaver. You then had to rank the characteristics listed next to each animal, with four being most like you (or as you saw yourself) and one being the least like you.

lion, dog, otter, beaver, personality test, type of worker

I loved this assignment and after a few minutes discovered that I was a lion, which totally fit me, competitive, goal-oriented, and a tad bit too aggressive. Recently, I hit up my good friend Google and the animal test still lives today, feel free to find out your personality by clicking the below link and if you have never taken a personality profile, I would encourage you to take this very basic one yourself and then have a co-worker or friend fill one out for you. It’s fun to compare how you see yourself versus how others see you. Here is the link:

Five Minute Personality Test: http://stem.vcsu.edu/shared/MSP-grant-documents/2016-2017/Day-10-June-9/Ashley_&_Ashley_Docs/Inventories_and_Rubrics/Personality%20Inventory.pdf

 

As life continued and my education grew I was exposed to many more personality tests. One of my favorites was D.I.S.C. which surprisingly is very similar to animal test, although much more in-depth. I find personality tests are amazing at helping you identify your strengths and weaknesses and then applying those to your relationships. If you are a lion, like me, you need to learn how your natural behavior can hurt the dogs of the world who often are much more sensitive than you. But personality and type of worker are vastly different from each other.

I believe there are Three Types of Workers: Pioneers, Maximizers, & Maintainers. Realizing which one you are is vital to your success and happiness in the work environment.

Pioneers: Pioneers represent 2% of the world. They are the ones who see the trees ahead and wonder what’s behind them, then take action to find out. They blaze trails, forge ahead, and live in a world of constant vision. They are happiest when allowed the freedom to think outside the box and are unfulfilled at jobs where they are forced to follow policy, procedure, and “the company way” of doing things. They aren’t loyal by nature, not because they lack the loyalty, but because they most always be moving and often they can’t stay at one company long before they feel that familiar bug of leaving for the unknown. Appreciate them while they are there because they will take your company to places you never imagined.

Maximizers: Maximizers represent 8% of the world. These are the people who follow directly behind the Pioneers. Their heads are filled with the idea that, “There has to be a better way.” They see the road the Pioneers left behind them as they advanced into the unknown, littered with cut down trees and branches and Maximizers think to themselves, “What if we paved that road, then it would be better.” They work similar to Pioneers, needing the freedom to think, but are different in that they want to lead. They desire authority and leadership opportunities. They are most satisfied in environments where they are given problems and then allowed to lead a team in finding the best solution. They will not function well, nor be happy in jobs that feel like a “factory” to them, doing the same task day in and day out.

Maintainers: Maintainers represent 80% of the world. They are the ones who keep the lights on, and a company cannot function without them. They follow the blueprints, enter the data, and obey the rules. They thrive when tasks don’t change unexpectedly, they do not work well with people who say, “I don’t know how to do it, just get it done.” They want a plan, and then they want you to get out of the way so that they can carry the plan out. These are the people who make sure the roads your Pioneers carved, and your Maximizers designed continue to be pothole free long after your Pioneers and Maximizers have moved on. They will be loyal to you as long as you are loyal to them and don’t ever forget how vital they are.

Well, if you are good at math, you will see that I have left 10% of the world unaccounted for. I have learned that no matter how you classify there is still a percentage of people who live outside the boxes. Maybe today they are a pioneer, and then without any notice, they take on the traits of a maintainer, or perhaps they work in such a way that it’s impossible to say they are one of the three types of workers listed here. Call them Hybrids if you need a box to put them in, but don’t expect them to stay in that box.  No one is just a lion or an otter or a dog. Our circumstances change and reshape us, and that’s why it’s so important for a company to reevaluate themselves and their employees on a regular basis.

Love or Hate Millennials

What is a Millennial exactly? Though there is some controversy as to the exact range of years that classify Millennials, it’s typically accepted that a Millennial was born between 1982-1996. This means that a huge chunk of them are in their thirties now. Regardless of your opinion on this interesting generation (and there are a lot of opinions on this group), they are major players in the marketplace. It’s important to know that Millennials surpassed Baby Boomers in 2015 as the nation’s largest living generation, according to population estimates released by the U.S. Census Bureau.

Millennials are heavy users of mobile devices for making online purchases. The thing to know is that, according to Forbes, most of the Millennials doing the mobile purchasing are in that older end of the Millennial spectrum (32-35). The younger Millennials (20-23) tend to make their purchases at a physical location. One might conclude that those older Millennials are at a point in their lives where they are not only managing their work life but a family life as well. There is likely more of a time crunch there.

One overall common thread among the Millennials that they do seem to be price driven, bargain hunters. This makes sense as the average Millennial today is making 20% less than Baby Boomers did at the same age. They are thrifty shoppers for sure. While Millennials are big on brands, two-thirds say they will switch brands if they are offered a discount of 30% or more. And, more than 70% of Millennials look for coupons before they purchase online. These folks understand the meaning of a dollar.

The moral of the story is that whether you believe Millennials are your target audience or not, they’re definitely a force to be reckoned with. You will likely be missing out on a large portion of your audience if you are not paying close attention to this generation in your marketing and advertising strategies.

 

Resources: 2015 U.S. Census Bureau, Forbes: This Is How Millennials Shop by Richard Kestenbaum, MarketProfs: An Inside Look at the Habits of Millennial Shoppers by Laura Forer, SmartAsset:The Average Salary of a Millennial by Amelia Josephson