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Let’s say you own a sushi restaurant in Orange County, California, and you are ready to welcome new customers. Would you target your market to the whole United States? No, because a sushi lover from New York is less likely to drive to California for your restaurant.
However, if you gear your marketing toward people in Orange Country, California, you will have the recipe for a successful restaurant. This is why understanding Google My Business plays an essential role for your local business. Continue reading to learn more about Google My Business.
Google My Business (GMB) is a multi-tiered platform that allows you to:
One of the benefits of Google My Business is that it’s a valuable tool to attract local customers.
Make sure the company you’re promoting has a Google account and is accepted into Google My Business. When establishing your profile, complete as many fields as possible. Once you’ve entered as much information as possible, you’ll have to validate your listing.
This allows you to maintain control and modify it in the future. You may need to list a business in ten or more locations simultaneously. The easy way to do this is with a spreadsheet to do a bulk upload and request bulk verification.
The data need to get approved into the Google My Business system. It will begin appearing in several of Google’s local search displays. This includes both mobile and desktop versions.
Your complete Google Business Profile (GBP) will usually show when you search for a business using its brand name. This is often done together with a city name.
A GBP may also appear for non-branded searches (e.g., “vegan burger near me”). This may occur when a search term has little competition or when Google thinks a search phrase is intended to locate a particular brand rather than a range of results. Although Google Business Profiles are very long, a condensed version appears as follows to the right of the organic search engine results:
Local packs are one of the primary ways Google ranks and presents information about local businesses in their index. Local packs are shown if Google determines that a search query has local intent. Google does not need the searcher to include geographic keywords in their query to infer local meaning.
Nowadays, a local pack comprises of three company listings, with the ability to expand the list through a map or a “see all” button. Local packs may sometimes include less than three results, and the information Google includes in them varies.
When a searcher clicks on a map or the “see all” link in a local pack, they are sent to the display known as the Local Finder. This will show several listings in groups of tens, which are the map listings. The searcher can zoom in and out on the map to observe how their choices vary.
This kind of result’s URL starts with google.com/search. While certain sectors, such as hotels, have their own displays, most local company categories will have the ranked list of results on the left and the map on the right.
Google Maps is the default display for Android smartphones and desktop users. It may also search using this interface rather than Google’s standard search. At the top of Google’s desktop display, you’ll see a “maps” link.
Google Maps searches provide results similar to those from the local finder. It is conceivable that Google may eventually unify the user experience and have local packs default to Google Maps rather than the local finder.
The GMB dashboard has analytical tools dubbed GMB Insights. It’s a beneficial interface, even if the names and purposes of some of its components are a little obscure. Among the statistics you’ll see in GMB Insights are the following:
There are some really critical data in GMB Insights, so it’s best to have a thorough understanding of it.
While each local business’s strategy to marketing on Google My Business and Google Maps will be unique, most businesses will optimize their development potential on both platforms by following these seven fundamental steps:
1) Establish a business concept (brick-and-mortar, service area business, home-based business, or hybrid).
2) Determine Google My Business eligibility based on the company model. Then adhere to the criteria outlined in the Guidelines for representing your business on Google.
3) Before creating GMB profiles, ensure that you are dealing with a canonical source of data. Make sure the data is verified by all key stakeholders at the company you are promoting.
4) Create and claim profiles for each area you want to promote. Depending on your company model, you may be eligible for extra listings for practitioners within the business or various divisions within a location. Certain models, such as car dealerships, are even permitted to have numerous entries for the automobiles they sell.
5) Once your listings are online, you’ll want to manage them on an ongoing basis. Management responsibilities will include the following:
As a key component of your customer service policy, reply and acknowledge all reviews.
6) Ongoing education is critical to inform Google’s rollout of new:
Follow local SEO professionals on social media, local SEO newsletters, and keep an eye out for professional industry surveys to see which variables appear to be getting the most exposure and growth.
7) In addition to maintaining your own local company profiles, you’ll need to have an understanding of how they interact in competitive local marketplaces. You’ll have competition for each search term for which you wish to improve your visibility, and your consumers will see the various pack, finder, and map results depending on their location at the time of the search.
Avoid becoming obsessed with becoming #1, but do learn to do fundamental local competitive audits to discover trends.
In summary, if you focus on:
These are the optimal formula for building a solid foundation for the local businesses you market.
As of mid-2020, Google had a 92.16 percent dominance of the worldwide search engine market. While other search engines such as Bing or Yahoo continue to play a role, their market share is minuscule compared to Google’s. This dynamic may change with the Apple search engine, but for the time being, Google has a monopoly on search.
Within Google’s colossal search market share, a Google official said in 2018 that 46% of searches had a local purpose. Google is expected to handle 5.8 billion worldwide searches per day. It’s worth noting that Google predicts that searches to support local businesses would rise by 20,000 percent in 2020.
Local SEO is the process of improving a business’s online presence through localized organic search engine results. It’s critical to delivering contemporary customer care and ensuring that today’s companies can be discovered and selected online. Small and local companies account for the lion’s share of the US economy, making local SEO the most common kind of SEO.
Local SEO and Google My Company marketing are not synonymous. However, understanding how to use GMB as a tool and asset is critical for fostering local business development. This is especially true given Google’s near-monopoly.
A comprehensive local SEO campaign will manage various components of the GMB profile, as well as:
Comprehensive local search marketing strategies also include all of the business’s offline efforts to be discovered and selected.
Each element of brand marketing has its advantages and disadvantages. This is not the case with Google My Business. To provide a more realistic perspective on the landscape, let us take a closer look:
The most appealing feature of GMB is that it fulfills our requirements as company owners and marketers for assisting local companies in being discovered and selected.
What Google has created is a technological marvel. With minimal effort on your part, GMB enables you to:
Basically, it helps build brands for local household names in the offline world.
The most apparent disadvantage of GMB is that its popularity has given Google too much leeway in allowing problems like listing and review spam to degrade the quality of search results. Without genuine competition, Google has not shown any internal commitment to resolving issues that affect local businesses and communities.
Meanwhile, a dispassionate assessment of Google’s local strategy notes that the corporation is increasingly selling its findings. While GMB profiles are now free, growing initiatives like Local Service Ads hint at a more expensive future for small companies on a shoestring budget.
Local businesses and marketers (as well as Google workers) are faced with ethical concerns. This has resulted in:
If you devote your professional life to fostering diverse, inclusive local communities that value human rights, you may sometimes come into a fundamental misalignment between your objectives and those of Google.
While managing your Google-based assets requires time, do not allow it to consume all of it. Because local company owners are so busy and Google is so pervasive, a trap has formed in which it may seem as if GMB is the only game in town.
The old cliché about eggs in baskets comes into play whenever Google introduces:
Occasionally, Google’s concept of local just does not align with real-world reality. Something as simple as a missing category or an underdeveloped feature prevents your company from expressing what it provides.
The danger is that Google’s walls may be so high that the constraints and restrictions imposed by their platforms are misunderstood for the whole of local search marketing.
The common misconception is that once you complete your GMB, you can leave it alone. That’s not true; like a plant, it requires care and attention. Here are some tips to keeping your campaign alive and thriving:
Provide Google with all the information it needs to regard the businesses you promote as relevant for nearby individuals. The business you promote should become prominent local resources in Google’s index.
Combat spam in the areas where you advertise to filter out fraudulent and ineligible rivals and safeguard neighbors from scams. Take strong positions on the topics that are important to you and your consumers. Don’t forget to foster public relationships and a brighter future where you work and live.
Transform the online environment into a one-on-one strategy where you have complete control over generating great customer experiences. The goal is to earn repeat business and word-of-mouth referrals outside the GMB loop. Convert every client Google gives you into a keeper who makes repeated transactions with you.
Understanding Google My Business will help you figure out the next step. You want to aim before you shoot. It wouldn’t make sense to target a group more than 2 hours away from your business.
Time is valuable, and people prefer products and services nearby. That means marketing a local business requires a local strategy. Contact us today to learn more about GMB, local SEO, and getting started immediately.
SEO, Search Engine Optimization. It’s the most thrown-around acronym in Digital Marketing but still leaves most business owners feeling, well… a little PunchDrunk. So now is the time to get your head wrapped around SEO and we are going to make it easy.
SEO is all about how easy it is for your customers to find your business. People don’t use the Yellow Pages anymore, most people under 30 aren’t even going to know what the Yellow Pages are.
It’s all about Google now. When we need to find something, we turn to Google (aka Search). And just like the Yellow Pages days, it’s about what businesses show up first. When the Yellow Pages had its heyday companies would literally think of their business name and how that would impact their Yellow Pages listing. That’s how we ended up with AAA, the roadside assistance guys. Three A’s got you the first listing in the Yellow Pages.
And there you have the first notable case of SEO… in a paper format of course.
When Google determines who gets the first listing it’s a little more complicated than just Alphabetically. But that doesn’t mean you need to overcomplicate it. In the end, Google wants to have the best results for the questions people ask. If you are looking for the best taco in town, you don’t want to see the Italian restaurant showing up.
In its simplest form, Google is going to look at your website and assign it a Quality Score (think Credit Score). So, when thinking about implementing SEO for your website, think like that.
If you have never done SEO, it’s like not having any credit. We need to go establish ourselves so that we can prove we are trustworthy. In the credit world, that’s getting a credit card, using it, and making our payments on time. And we know we don’t establish credit overnight. It takes time of doing the right things before someone will give us that first mortgage loan. Same thing here in SEO.
We are going to make sure our website is doing all the right things and we are going to do them for a length of time and prove to Google that we are a good website that follows the rules and makes life better for those who visit it. This takes us to HOW we do that.
When starting SEO we know the end goal, we want to be visible when a person is searching for our product or service. We now know we need that good Quality Score to prove to Google we are legit. So, how do we do it?
This is where a lot of SEO firms are going to make things really complicated fast for you. You are going to start hearing words like meta descriptions, title tags, backlinks, and off-page optimizations.
These are all correct, but if you are the common business owner, none of this makes any sense to you and sounds a lot like when the auto mechanic starts pointing at things in your engine and saying your flux capacitor needs to be replaced. In the end, you shrug leave it to the experts, and hope it works out all right in the end.
Let’s break an SEO strategy down to its simplest form. There’s Inside SEO and Outside SEO. If you have a physical business location, Inside equals the building, Outside equals the road to the building.
Inside our building we need to make sure the lights are all on, the customer toilet isn’t overflowing, the product on the shelves looks good, the air conditioning works, you get the idea. All the things a good building has for its customers that makes them want to continue shopping and tell their friends. And we need to make sure our physical building passes all its inspections. Those fire, building, health inspections, etc.
Inside SEO is the same thing, we are just doing it to our website. We need to make it a great experience for those visiting and that includes checking the pipes – the stuff the website visitor never sees, but the inspector does. Much like that pesky health inspector, Google is going to crawl around and make sure we are following the rules. Some of it is annoying, but most of it is for a reason. We can’t have someone visiting our website leaving with a virus. That’s bad for us and bad for Google.
So Inside SEO is making sure our website is following all the best practices outlined by Google. We need this so we can get that high-Quality Score (think Credit Score). It’s fixing any issues that may be there and then adding anything that’s missing. We need our website to be awesome for our visitors. From what our website pages look like, what they say, and how they behave on the backend.
Outside our building, we need our roads to be smooth and easy to navigate. No one wants to drive on a road filled with potholes and bad signage. We don’t want dead-ends and stoplights that last for years. We need the GPS to take people directly to our front door and not to the back of the building or even worse, our competitor’s building.
Same thing with Outside SEO. We want to work with the road departments that exist online and make sure they lead people to our website. We want it to be easy to find our store from the road. We need to work with the thousands of partners out there that will act as online GPS.
A good SEO strategy works with both Inside and Outside.
There’s a lot to talk about when it comes to Search Engine Optimization (SEO) 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.
Turning the TV on and hoping to find something you like? Forget about that. Today, it’s all about over-the-top (OTT) streaming television. Get the content you want, when you want it, and how you want it. Check out our infographic for some impressive facts and figures on the best way to enjoy video content!
YouTube and Apple iTunes, the first OTT platforms, were founded in 2005, a whopping 16 years ago!
The Beginning of Netflix…
Arguably the most popular OTT service, Netflix, began streaming content in 2007.
… and The End of an Era
In 2009, analog TV ends in the United States and is gradually replaced by digital services.
The first smart TVs were launched ten years after the first OTT services were created.
Last year, the total spend on Netflix Originals content came up to $17 billion.
This is how much the OTT industry worldwide is worth at the moment, with this value expected to keep growing.
A record-breaking 54% of global internet users streamed films and series in 2020, when the first wave of coronavirus hit the world.
Approximately 2.13 billion people around the world used these services in 2020, and this number is only expected to increase.
Launched back in 2005, streaming television services have kept growing in use and popularity around the world. With Netflix announcing the release of streaming services in 2007, and analog TVs being replaced by digital ones a couple of years later, OTT services have consistently remained highly successful around the world. In 2020, Netflix spent $17 billion on original content, whereas the whole OTT industry is currently valued at $61 billion and has over 2 billion users worldwide.
Having the best product or service in the market is the first step towards business growth. You can attract and keep customers when you’re selling innovative and high-quality products or services. But how will you let the world know that you have a product in the market? You advertise them.
Before the internet, businesses would advertise their products through word of mouth or by using traditional advertising. While the traditional method can still work, they are incredibly expensive. Imagine how much it would cost you to advertise in newspapers, magazines, or television — hundreds or thousands of dollars!
Today, businesses are provided with A LOT of tools that they can use to reach out to their target market. And we’re not just talking about one geographical location. With digital marketing, you can reach out to clients globally. Compared to traditional media, digital marketing is also not expensive. So whether you are a startup or already an established business, you need to learn the importance of digital marketing. Better yet, consider hiring digital marketing experts who can help you. These professionals know digital marketing like the back of their hands — and they can help you drive more traffic to your website, increase your conversions, and ultimately help you achieve a competitive advantage.
SEO or search engine optimization is the process of optimizing your web pages for Google. With SEO, you’ll need to know the keywords your customers are using when they look for certain products or services in Google.
The keywords are words or phrases that a user types in the Google search bar. For example, if they’re looking for a restaurant in New York, they may type in “best restaurants in New York.” If you have a restaurant in the state, you need to optimize or create content with the keywords “best restaurant in New York.” If your webpages are optimized and the user types in the keyword, your website would appear in the search engine results pages. As a result, you can create more awareness for your brand. It can drive traffic to your website and can eventually help you improve your conversions.
If you’re still new to SEO, we recommend that you hire a digital marketing agency for assistance. This is because SEO is more than just optimizing web pages; other factors also need to be considered, like other ways to drive traffic. Digital marketing agencies know how to do this as they have been doing it for years. They know what kind of strategies will work for your business. Simply communicate with them what your business objectives are — and they can help you implement marketing strategies that can help you achieve your business goals.
Capturing a user’s interest is one of the goals of content marketing. This is how you can establish trust and create more awareness for your brand. When done correctly, content marketing can also make you an industry expert. And remember, customers like to buy products and services from brands that they trust.
To become successful with content marketing, you need to create informative, relevant, and high-quality content. Remember, you’re not just writing for your customers too but also for search engines. Content marketing can help you get better rankings in the search engine results and help you gain more leads.
Create content with your target audience in mind. Who are they? How will they benefit from your content? It would also help create content for a buyer’s journey, from creating awareness for your brand and content for those already using your product or services.
When creating content, make sure also to use CTA or call to action to get a user to do something. One example of a call-to-action is “Buy Now” or “Sign Up Now.” CTAs can help you get more leads and also generate more revenue.
Remember, there are many types of content, not just articles or blog posts. You can also create infographics, videos, ebooks, white papers, etc. Just make sure that the content can benefit the users. Keep in mind to also be very consistent with publishing relevant and high-quality content to your website. Rest assured, it can help boost your SEO efforts.
Creating and implementing a marketing strategy is one thing; measuring their performance is another. The only way you can know whether your efforts are paying off is by having key performance metrics. Your KPIs must align with your goals; for example, you may want to measure the conversion rates if your goal is to generate revenue.
As soon as you know what works, improve your strategy even more. And try to change or alter strategies that don’t work. Don’t be afraid to also try other strategies. You don’t need to stick to one; try different strategies that may help you drive traffic and increase conversions. Better yet, get help from digital marketing agencies as they have experience with implementing and measuring performance.
Today, most users use their mobile phones to find information online and buy products or services. It’s for this reason why Google uses the mobile version of your website first for indexing and ranking. If you want to maximize your ranking, make sure that you have a mobile version. Ensure that your posts are also optimized on your mobile.
If you want to keep customers and improve search rankings, ensure that your website loads fast. When it takes more than three seconds for your webpage to load, chances are you are going to use a customer. Users don’t really have time to wait for your website to load up. They will only move on to other websites.
Ensure that your site loads really fast. You may need to work on the technicalities of your website to help you maximize speed. Get help from professionals if you don’t know how to do this. Also, don’t forget to test your website speed, so you know whether your website loads or fast or not.
A few things you can do to improve site speed include deleting plugins that you never use and resizing your images. Don’t forget to use the PageSpeed tool to help you test your speed and understand what needs to be improved.
With SEO, you can drive organic traffic to your site. When you use PPC, this means that you will be paying when a user clicks your ad. Think of it as buying visits for your site. One of the benefits of using PPC is that the user who clicks your ad is more likely to buy from you. They are the type of people that actually search for similar products and services that you’re selling, which means that they can drive immediate results.
PPC can help you generate high-quality traffic and can boost traffic almost dramatically. It’s also measurable and not dependent on Google algorithm updates. For PPC to work, you only need to create attractive and effective ads. Don’t worry; you can always look at the data and see which ads are performing and which ads need to be altered or changed.
With PPC, it’s extremely targeted and also real-time. Moreover, you can also control how much to spend to set the maximum price for every click.
Do you want to know how PPC works? Then, consider speaking with a digital marketing agency to help you make an informed decision on what marketing strategies can help your business.
Today, users would check for a business social media presence first before checking their website. They will more than likely trust you when you have a huge following on your social media platforms. So make sure that you are also active on social media. As much as possible, engage with your audience. You can build trust when you communicate with your prospects and customers. Always address their concerns or reply to their comments when you can. Most importantly, ensure that you share your content on your social media platforms and encourage your audience to take action.
Do you need help with your digital marketing? Don’t hesitate to get in touch with us. Our team of experts has been helping both startups and established businesses for years. We are committed to providing only top-notch digital marketing services to all of our clients. Our goal is to help businesses of all sizes reach out to their target audience, create awareness for their brand, help them become industry leaders, and generate more revenue to grow their business.
Contact us today to talk about your business goals and what strategies would be beneficial for your business.
Every now and then PunchDrunk Digital receives an email from a college student working their way through an advertising or marketing degree. These emails usually contain a list of questions their professor has assigned them with the intention of reaching out to advertising agencies for answers. We always enjoy getting these questions. They typically get us thinking internally about the whats, whens, and most importantly whys of being in the digital agency game.
We thought it would be interesting to share these so below is the back and forth communication between our most recent student and our Managing Partner, Steve Blanshan.
Hello, my name is Lisa Johnston (names have been changed to protect the innocent). I am an aspiring graphic designer currently going to school at Jacksonville State University (in Alabama).
One of my graphic design classes requires us to ask different design studios a list of questions that I believe could help me to be more knowledgeable of work in the field of Graphic Design (for our final exam grade on May 3rd).
I especially wanted to know how life is like for people either joining a studio or starting their own studio. Do you have the time to answer these questions? I know that you are probably very busy.
Thank you so much for reaching out and we would love to help. At PunchDrunk our core specialty is digital marketing strategy and fulfillment and though we do some design work in-house the majority of our clients are brands or advertising agencies that already have the imagery/graphics created and don’t need us for those services, so I’m not sure we would be very helpful. With that said, if you get in a jam and others won’t respond, please let me know and we will do our best to help you.
Thanks and good luck,
Thank you for getting back to me! I’m sorry that mistook your company for being on the graphic side of work. Even so, it would be helpful to know about your type of business to get a more rounded perspective.
My questions for you are listed below! I feel like some of them should still be applicable to you!
What is the hardest part about dealing with clients for you?
What is your thought process to determine what digital solutions will achieve the most success for your clients?
How do you decide which clients to work with?
Could you describe the process you usually go through when working with a client?
What do you do to balance your work life with your family life?
What caused you to want to work in this field?
What online or physical communities do you connect to in order to gain ideas and learn from others?
What is the least favorite part of your job?
What is the hardest part about dealing with clients for you?
The most difficult part of working with clients is that they are very busy. These are business owners and other advertising agencies that have a tremendous amount of things coming at them and we have to be able to adapt to their ever-changing schedules and needs. Getting their attention to sit and work through marketing plans, strategy, creative and content approval, as difficult as catching a fly with chopsticks.
What is your thought process to determine what digital solutions will achieve the most success for your clients?
It begins with a clear understanding of the campaign goal and the desired result of the advertising campaign. From there we dive into research, from consumer trends and behaviors centered around the client’s service/product, to previous campaign success and failures, what traditional media are we utilizing and how can we support that digitally, and more. Once we know the goal and we have the research we are ready to dig into strategy and tactics that will pave the way for success.
How do you decide which clients to work with?
I think this is one of the things a lot of startup agencies struggle with. They want to take any client that calls or knocks on the door. The hunger to keep your doors open can easily get you to try some food that upsets your stomach. We are extremely purposeful in who we work with and who we help find a better partner. For us it begins with understanding who we are and not letting a new project or customer change us. I think a good analogy is dating, if you go on dates and find yourself changing who you are to better match the person on the date, down the road you are going to have conflict because you weren’t being real. I think it’s wise to start any company with some discovering who you are right now, who you want to be in the future, and being honest to that from day one. It’s always important to remember that there are more fish in the sea, so if the client is a bad fit or being rude to you or your team, parting ways isn’t bad. It’s helping them find their right partner and you moving forward to finding yours.
Could you describe the process you usually go through when working with a client?
It varies so dramatically with every client/project that I’m not sure there is a good answer to this.
What do you do to balance your work life with your family life?
For me, my wife is the co-founder of PunchDrunk so my family is always sitting right beside me so family life is always within hands reach. But that isn’t true of the majority of our team so we work diligently as an organization to keep balance at the forefront of everyone. I think it’s vital to remember that all good organizations are organisms and that means there is always going to be change occurring. We are going to be evolving, reshaping, and as those changes occur what was great for balance today may not be for tomorrow. So I think the best way to answer the question on work-life balance is to give yourself time to evaluate your balance on a regular basis and to have open discussions with your work family and your home family to ensure that you aren’t tipping the scales one way of the other at any given moment.
What caused you to want to work in this field?
I have no clue 😊. It feels like it picked me and before I knew it I had spent a tremendous amount of time in marketing. I think it’s probably easier to answer “why do I still work in this field”. That answer is much easier for me. I love what I do, it’s fun, it’s challenging. Each day is slightly different than the one before. I feel rewarded in knowing I made an impact in someone’s life through marketing efforts. One thing I love to share, that I think we forget sometimes, is how vital marketing success can be to a business owner, especially SMB owners. For these people they were extremely courageous in setting out to start a company. They risked everything to open those doors and when our campaigns are successful, we didn’t just help them sell a product, we helped them send their kids to college, to buy a home, to hire more people, it’s a tremendous responsibility laying in your hands when you on a marketing project and when it works, you create an impact in people’s lives that you will never be able to fully quantify.
What online or physical communities do you connect to in order to gain ideas and learn from others?
There are a tremendous amount of resources out there in the digital marketing arena. Right now, I’m enjoying Clubhouse which makes it very easy to find people in your space that you never would have connected with, but my favorite way to gain ideas and continuee learning is by working my own network. My partners, my friends in the industry, we are all very open to jumping in with ideas for each other and always down for an evening drink to discuss the latest project or trend.
What is the least favorite part of your job?
Answering emails from college students – TOTALLY JOKING! 😊. My least favorite part of the job is big tech. The Googles and Facebooks of the world that have such large platforms and are in a constant battle to take your client’s money while giving you less control. It is becoming increasingly difficult to manage campaign success with these large entities who have gotten so big they struggle to see the sidewalk and as a result, they often step on the very people that helped them monetize their businesses to begin with.
Thank you so much for putting time aside to help me! Your answers were very helpful to me and were very inspirational. They broadened my mindset.
PunchDrunk Digital wants to give a big shout-out to one of our advertising agencies who have an incredible podcast titled “Two Marketing Moms”. These two women have over 50+ years of marketing experience and listeners can learn about the struggles, the fails, and the wins while they balance being a boss, homelife, and being a mom. Discover great tips and tricks while getting impactful advice from Kelly Callahan and Julia McDowell.
If you’re not sure where to start, check out episode #13: Managing Up, where your pals at PunchDrunk Digital and specifically Managing Partner Marcy Blanshan get a mention.
And if that one doesn’t wet your whistle, capture your fancy, put helium in your balloon, OR MAKE YOU CLICK 🙂 here are some other episode titles for you to dig into:
Advancing Your Knowledge in Advertising
How To Be A great Account Manager
Mistakes We Made in Advertising and Marketing and How You Can Learn From Them
How to Stand Out in New Business
How Being a Mom Makes You Better in Business
Career Advice for Young Marketing and Advertising Professionals
and many many more great episodes for viewing or listening pleasure. Find the full collection at their WEBSITE.
Are you struggling to convert web traffic into paying customers? Even though your website may be optimized for mobile and well-designed, it may not be convincing people to leave their contact information or make a purchase. This is where landing pages come in.
Landing pages are uniquely crafted in order to make a sale. Through well-designed graphics and convincing copy, you’ll be able to convert regular users into customers. Read on to learn the top four tips to making a landing page work for you!
It’s first important that you understand what a landing page is and why their design is vital for your brand. Landing pages are standalone web pages that almost act as a separate website because there are no other links that take you to other pages.
The reason for this is because landing pages are designed with one goal in mind. As visitors start from the top of the page and scroll to the bottom, a combination of graphics and convincing copy helps you accomplish your goal of converting. Here are two landing page examples:
Landing pages with the goal of lead generation always include the ability for users to include their name and contact information in a form at the bottom. They often offer something for free in exchange for getting people’s contact information. This information can then be used for future email campaigns and upsells.
Clickthrough landing pages have the goal of making a sale instead of collecting contact information. The name references the fact that these pages typically have a simple button with a clear call-to-action at the bottom for visitors to click on. Once they do, they’re taken to a final checkout page where they can purchase a product, subscription, or service.
Creating a quality web page that sells starts with a clear goal in mind: do you want to sell or capture leads? Once you make that decision, following these top three principles to begin crafting your digital marketing strategy.
We understand that your business may have multiple goals, products, and services that you want to sell. However, it’s important that you focus on one landing page at a time and make sure each campaign gets its own landing page. The reason for this is because you want a clear, specific message and call-to-action for each page.
This makes it easier to create the right graphics and copy in order to convince users to continue down your sales funnel. If you have multiple campaigns on one landing page, they’ll both compete with each other and drown out your own message!
Your landing page needs to be designed the way your website is. This means that you need to use consistent colors, graphics, font sizes, and more in order to create a professional and polished appearance. The design of a landing page also needs to be minimal and easy to read.
Many newcomers to landing pages are often tempted to fit as much information onto the page as possible in an attempt to convert visitors. However, this can have the opposite effect of overwhelming them and causing them to exit the page entirely. Use only the information that’s relevant to your goal and messaging.
You’ll also want to pay attention to the negative space to make your landing page as easy to read and process as possible. Along with spacing between sentences and paragraphs, use a single-column layout with ample negative space on each side of your copy.
Landing pages are notorious for exaggerated sales language such as “best deal you’ve ever seen” in order to convert visitors. However, this kind of copy is no longer as effective as it once was. Today, users are looking for transparency and genuine brands that they can trust.
As you create your copy, keep in mind that you still want to be as authentic as possible. Keep your target audience in mind and consider the issues that they’re facing today as well as the problems that your brand is uniquely situated to solve. You’ll also want to write in a tone that allows your audience to relate to you.
For instance, if you know that your target audience is young college students, you’ll want to keep your tone light, engaging, and informal. Middle-aged professionals may expect a more professional tone.
Last but not least, it’s important that you make your landing page as easy as possible to navigate for visitors. Even if they scroll through your entire landing page, people are far less likely to fill out your forms if it contains more than three fields. Keep it simple with just a name and an email address, making it more likely that someone will provide that information.
Likewise, your landing page needs to be able to fully load in under two seconds. This means uploading images that have a lower resolution, using a minimal design, and keeping widgets to a minimum.
With these basic landing page tips, you’ll be able to enjoy increased traffic as well as more conversions. By starting with a single goal, you’ll be able to craft pinpoint messaging that’s easy for users to understand. Next, a minimal, well-designed landing page convinces users to keep scrolling until they get to the bottom and read your call-to-action.
Ready to work with an experienced ad agency that helps determine the unique digital solutions that are best for your success? Send us a message today to get started!
PunchDrunk Digital is proud to announce winning the Technology Innovator Award for Best Digital Marketing Agency in 2020.
PunchDrunk Digital was chosen among over 75 different advertising agency applicants for their commitment to ad tech growth and implementation of advanced tracking software that allowed the enhancement of digital data collection and campaign optimization.
“We are excited to be chosen for this award. Our team works extremely hard to take the data that becomes available to us through multiple platforms and build upon that data with our own proprietary Knockout Behavioral Data™ software to give our clients the best in digital marketing,” says Steve Blanshan, Managing Partner at PunchDrunk Digital.
“In today’s digital market, we are all (digital marketing firms) accessing the same platforms. It’s who can employ the best strategies, read the incoming data, and effectively optimize that wins.”
PunchDrunk Digital utilizes a team of over 20 people with 70% of their workforce being on the ad operations side, showing their dedication to delivering the best in campaign management.
With capabilities in PPC, SEO, Display, Social, Native, and many other digital advertising categories, PunchDrunk Digital is a Full-Service Digital Advertising Agency. This was a factor in their being chosen over other agencies in Alabama, as they can implement their technology across so many different digital channels, allowing enhanced data collection for ad tech implementation on their campaigns. Discover more of PunchDrunk’s service line by clicking HERE
Innovation is the true driver of the technological landscape. It’s through the efforts of companies both large and small that the business world can continue to grow, exceed expectations and evolve its offerings. As such, CV launched the Technology Innovator Awards to recognize all companies that are helping – in whatever way they can – to deliver change through innovation, expertise, and creativity.
Awards Coordinator Natalie Farrell took a moment to discuss the success of those recognized in this year’s program: “Now in its sixth year, the Technology Innovator Awards have only grown to encompass a plethora of businesses to showcase their individual achievements and successes in the technology sphere.”
To learn more about these illustrious winners, and to find out the secrets behind their success, please visit http://www.corpvision-news.com.
Corporate Vision is published monthly with the mission to deliver insightful features from across the global corporate world. Launched with an eye towards bettering business practices across the board, Corporate Vision focuses on spotlighting advances in the HR, marketing, coaching, and recruitment spheres, with the goal to shine a light on the gatekeepers of better business. Those that help build, through no small amount of creativity and expertise, to develop an altogether more productive and more efficient world of work.
Content marketing is essential for your business. It is the number one way businesses attract more traffic to their site. Did you know that website traffic is highest for those leading in the content marketing game?
Content marketing is important for your overall growth, social media strategy, and search engine optimization. With so much opportunity for content marketing, how can you make sure you are getting it right? A great start is finding the right content marketing tools.
Search engines reward websites that produce unique, useful, and high-quality content. If you rank highly in the SERPs (search engine results pages), potential customers are more likely to find you.
Below you will find some of the best tools for your business. Some are free to use; some operate on a freemium-style model. Having an excellent content marketing strategy doesn’t have to break the bank.
The first step when planning a content marketing campaign is to decide the topic for the content!
What do people want to know? What topics are others in your industry talking about? This is where BuzzSumo comes in very handy.
You type in your niche or a topic you want to write about; it will show you everything currently shared about that topic. You can see which pieces of content are getting the most shares on social media and how many backlinks they have. This will give you some idea of what people want to see online in this niche.
BuzzSumo isn’t a one-trick pony; it also shows you the influential people for a specific topic or subject. Having this information can be invaluable for when you start to promote your content. You can search for people who may want to share your content and reach out to them.
This tool also lets you see all the influencers in your niche. Finding exemplary brand ambassadors and spokespeople is vital for your brand image. You may want to collaborate with these people in influencer campaigns in the future.
Creating content with no research will never fly. You can’t just create a piece of content because you think it will be helpful for people. Analysis and planning are critical to any decent content marketing strategy.
Ahrefs is one of the best tools to get ideas. Mainly ideas about what your competitors are up to. You can use this tool to see which keywords your competitors are ranking for (very important!) and view their backlinks.
The keyword research part is instrumental for creating successful content. It identifies words that have high search volume but your competitors are not ranking for.
You can pinch the underused keywords for yourself! Create a quality piece of content around these words or phrases, and voila, you will be on page one of the search engines in no time.
This tool is also excellent to see the websites linking to your competitors. Credible backlinks are great for SEO and essential for your site to be recognized as authoritative by search engines.
You can check the content that your competitors are getting linked to and create something of even higher quality. Then you can see if the linking sites will link to your more up-to-date, thorough content.
Keeping up with every content marketing campaign you are running can be challenging, especially if you have several team members working on a project.
The answer to this is Trello. It is a fantastic tool for collaboration and team members to see what work still needs to be done on a project. It is also a great place to drop ideas and inspiration for things in the pipeline.
Did you ever click through to an article, see it was terribly presented, and leave the website?
Canva is the tool to avoid this ever happing to your site. There are hundreds of free templates created by designers to make your blog posts, social media, and ads look polished and professional.
There is also a premium subscription that offers the option to download photos and even more design templates.
Let’s be honest, if you have an incredible piece of content but no imagery to break it up, readers are going to churn. They need visually pleasing content to stay engaged. It’s just the way the human mind works.
On Unsplash, there are thousands of photos taken by professional photographers that can be downloaded for free.
The loading speed of your page is crucial to stop people from dropping off your website.
This tool helps reduce the size of images while maintaining their quality. Huge image files are often a reason for a very long load time. So make sure all your images are optimized to make your page as speedy as possible.
Did you know nearly 50% of us will only wait 3 seconds for a web page to load before we leave to go elsewhere? Don’t let your customers leave your site before they have even made it there!
Email marketing is still one of the best ways to have direct communication with your customers. Your email arrives in their pocket and asks them to take any action that will benefit your business. It’s genius!
Clever emails work wonders, and Mailchimp is still one of the best tools for this. If you have a small number of subscribers, you can get a free plan.
This tool’s analytics aspects are also excellent for giving you insight into open rates and click-through rates. You can analyze what messaging works and what doesn’t. Mailchimp even allows you to A/B test your subject line and email content.
Want to share a video or blog post on social media? But don’t you want to use all your characters up with an ugly, long link? This is the tool for you. It shortens any link to a few characters, perfect for sharing on social media.
Bitly also offers an analytics service, which means you can track how many people clicked on the link and where they clicked through from.
No content marketing is complete without a strategy for promotion.
It’s all very well creating content, but you need to get it in front of the right people. Using a tool such as Followwonk can help you find relevant people from your industry who may be want to share your content.
The tool allows you to search for people on Twitter through their bio. The search gives you information about their interests and location. Send them a message to see if they are interested in your content relevant to their work. If they say yes, send it over.
A tip here is to try and start a conversation, don’t just spam people with links. This won’t work and will irritate people. You want to use social media to build meaningful, reciprocal connections.
So you have planned, brainstormed, and created your content using all these content marketing tips and services. But what about continuing to share it?
Excellent pieces of content can be repurposed for multiple channels. You didn’t put all that work in just for one blog post, did you? Once you have repurposed the content, you can schedule it to go out on your different channels.
Hootsuite allows you to schedule content for publishing on YouTube, LinkedIn, Facebook, Twitter, Instagram, and Pinterest. You can set all your posts up at the beginning of the week and then forget it.
It will save you lots of time. You can concentrate on brainstorming for the next piece of content!
79% of companies have a content marketing strategy in place. Don’t get left behind. If you have a plan and clear goals of what you want to achieve, improving your content marketing will take no time.
The content marketing tools we have listed above are a great way to start upping your content game. We have covered planning, organizing, brainstorming, creating, designing, and promoting your content. If you follow this sequence in your strategy, you should get more clarity and results with your content marketing.
Would you like some professional advice about your content plan? As a content marketing agency, we are here to help. Get in touch with us for support with creating a unique content plan for your business.
Americans are exposed to an average of 6,000 advertisements every single day.
Does that make you wonder how your brand marketing will be able to make a splash?
You aren’t alone in your worry at the over-saturation of digital ads consumers experience daily. The good news is that there are ways to make your marketing tactics speak directly to your audience using a tracking pixel.
Digital marketing may appear to be a ‘throw everything at the wall’ strategy to find what makes sense for your product. Yet, the best digital strategies are those built from data, and this is where tracking pixels become all-important.
Continue reading below on how to use Google Tag Manager and a tracking pixel to transform your marketing.
Collecting and reading data used to be a manual process and accomplished only by third-party developers. Now, Google Tag Manager (GTM) has become the go-to, easy-to-use process.
GTM is a simple tool that allows a business owner – you – to make and track specific consumer data in the form of actions. Actions include:
GTM puts data analytics into any team member’s hands, even those without strong technical abilities. It makes it easy to organize and store tags from Google Analytics, Facebook pixels, or other 3rd party institutions.
You now have easy tracking pixels that create actionable insight for your brand’s marketing.
GTM functions on the creation of a tracking pixel to understand customer’s digital journeys. But what are tracking pixels?
Tracking pixels are lines of code that observe customers’ online actions, website traffic, conversion history, and other data entries.
Tracking pixels are the reason you accept or decline cookies on every website you visit. You give the company permission to track certain actions you take by accepting cookies used later on to target consumers with specific ads.
The pixel activates when customers visit your website. It tracks and shares information such as their browser, particular clicks, and user website flow.
This happens without the client being interrupted in their journey with your brand. However, the tracking pixel provides a robust understanding to you that can help create future sales or conversions.
As a busy entrepreneur, you don’t have the time to parse through copious amounts of data to strengthen your marketing strategies. That is why a tracking pixel is so valuable to your business.
A tracking pixel gives you insight on things such as:
The information allows you to build stronger digital marketing and retarget consumers with more impact. You can optimize an advertisement based on what platform someone used or what they have recently searched for online.
GTM makes it easy to add tracking pixels to your site or app without the need for a third-party or developer team. The data is delivered quickly and in an easy-to-digest format.
Accomplish your marketing strategy in a few straightforward steps to setting up Google Tag Manager with your tracking pixels.
Creating and using your GTM means understanding the basics of the platform and what happens behind the scenes. Most importantly, GTM functions on tags, triggers, and Google Analytics events.
A tag is a code that records an action taken by a user or customer on your website. They can be custom or 3rd party generated, such as social media pixels. Triggers tell your GTM which tag to activate and when.
Google Analytics helps track actions that take more customization. Events are specific actions that have many variables at play. You can build the event in Google Analytics and connect it to GTM for easy tracking.
Setting up your account is a simple process. You just need to input your business’s information and mark the right team members as managers/admin.
Google will instruct you to set up a container which is the essential part of this process. A container is the tag management system that will keep your tags organized for optimal efficiency.
You should use one container for all website tags.
Make sure to read all the steps and extra information in the process. This can be unfamiliar territory for those who don’t understand website coding.
Social media sites and other platforms can watch the activity on your website via pixels. Creating them is a relatively simple process! Decide which platforms you want monitoring your website and its movement.
Facebook pixels are a common choice and a great starting place for brands. Use the Facebook Ad Manager and follow the steps under Measure & Report > Events Manager > Pixel.
You can connect Ads Manager or other platforms to GTM through the platform itself or copy and paste pixel IDs into the Tag Manager.
You can then install the GTM pixel on your website with ease to track and understand customer activity.
The next part of the process after creating your pixels is adding them to GTM via tags. Google makes it simple with comprehensive on-screen instructions.
Make sure to save all your tags before moving into the final step.
GTM allows you to preview your tags before publishing. This makes for a final step to using a tracking pixel for your digital marketing!
Click the preview button in the top right, open your website on another page, and click through the pages. GTM will show what tags are working on the Tag Assistant page.
Double-check to make sure all your tags work through the Assistant page and save everything when complete.
Your digital marketing strategies grow when you have the right data behind every advertisement, webpage, or customer conversation. GTM allows you to understand your customer and create marketing that converts. Follow the steps above to use a tracking pixel and put the marketing power back in your hands.
Don’t just stop there! Review our services to find the next powerful transformation you want your marketing to undergo.
Content Marketing is one of those phrases that many would argue has been overused in recent times. Any business owner needs to understand what it is and why it matters.
This guide will help you learn about content marketing and explain why the tactic should be part of your strategy.
Content marketing leads customers throughout the buying cycle online, from education to decision-making and post-purchase review, by blogging and sharing valuable information with them regularly. It is a key component of inbound marketing.
Content marketing differs from more traditional marketing forms like TV and print ads by focusing on creating content that will educate your target audience about a specific topic. Content marketing includes things like blog posts, videos, podcasts, ebooks, and whitepapers.
These assets are also known as “thought leadership” within the industry because they add value and build credibility for your business in consumers’ eyes. They educate readers on your business topics and encourage them to learn more about them, increasing their desire to buy goods or use services you offer.
Content marketing is a powerful method for creating real and lasting relationships with potential customers. It allows you to get your message in front of your target audience without spending money on banner ads or print ads.
Content marketing allows merchants to tap into the power of the web and viral sharing to increase revenue. This is an obvious way to increase profits for any business and often leads to significant sales increases.
It’s marketing that isn’t a “hard sell” but instead creates lasting connections with customers by providing valuable, relevant content. And that value comes from what’s called search intent. Creating compelling and useful information allows companies to stand out from the rest in a customer’s mind.
Content marketing has proven more effective than traditional advertising because it provides customers with what they want without interrupting what they’re doing. Visitors want an answer to their question or a solution to a problem they’re experiencing.
Content marketing is low-cost, targeted marketing that leads customers through the buying process. Content marketing programs are customizable for any industry or business.
It’s ideal for small businesses short on time but still want to impact their customers’ lives. A valuable content marketing program can offer them that opportunity.
Now we know what content marketing means and why it’s important. Here are some content marketing tips to get you started.
Begin with the end in mind. When you start a content marketing program, it’s essential to have a goal in mind.
If your strategy is unclear, then you may never see the results you were hoping for. A clear plan should focus on sharing valuable information with customers, gaining revenue.
Once you’ve developed a clear goal, you need to devise a strategy to help you get to your goals. A good strategy will include all the content you want to put out often and what type of content is present in each post. This will help ensure your content is ready for success and leads people through your buying cycle without confusion.
Once you have a strategy developed that includes your goals, schedule your content in advance. This is often considered the “red line” as it is vital that marketers follow the line.
This makes sure they keep their content regular and engaging for the target audience. A calendar allows you to create a plan to make sure each piece of content is high quality and covers the right topic.
For most businesses, outsourcing to a dedicated marketing agency is the most cost-effective option. But for the few that go it alone, developing a team that can oversee your content marketing daily is crucial to its success.
This should be a group of people, both internally and externally, who can create and promote content that fits into your strategy and is aligned with your brand. This could include an account executive, content specialist, or social media manager.
They are responsible for creating the posts you need to stay on track with your calendar and keep things organized. This frees you up for tasks that you alone can complete.
Since it’s difficult to track every single thing that a person does online, you should focus on the goals set out at the beginning of your campaign. The whole purpose of content marketing is to increase traffic and leads through the entire buying cycle.
You’ll need to measure those results so you know what works and what doesn’t, which allows for future optimization of your program, so you’re getting the most out of it.
Content marketing can be made successful when businesses know their target audience and what type of content they’ll respond to. Business owners must understand their audience to reach them.
Suppose you’re unsure of how to create a winning content marketing strategy. In that case, it may be time for a consultation with a digital marketing agency.
Often, the best digital marketing agencies will have years of experience and expertise, so they’ll be able to make your business’s campaign as successful as possible. They can help you understand your customers better and determine the best way for you to reach them through online channels.
Don’t waste any more time. Get in touch, and let’s give your content the marketing it deserves.
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.
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 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.
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.
If you sell products through your website, chances are you’ve used Facebook Ads in the past.
Facebook’s advertising platform is revolutionary because it allows you to find and target very specific kinds of people. While there’s a market for almost anything, finding that market in the first place is usually difficult. But Facebook makes it as easy as it’s ever been, providing businesses with in-depth information about the demographics that use its platform.
Like Google Analytics, however, you’ll need to install the Facebook custom audience pixel on your website to get the most out of Facebook Ads.
With the Facebook pixel, you can identify the Facebook users who clicked through to your website from your ads. You can see which webpages they went to, and which pages they avoided. It also allows you to track successful sales, which is integral for an effective ad campaign.
If you use Facebook Ads, the Facebook custom audience pixel is a must-have.
TradeDesk and Simpli.fi are separate but similar platforms that you may want to consider using in your marketing campaigns.
TradeDesk is an online advertising network that connects advertisers with websites and apps that feature ads. While anyone can set up ads on search engines and social networks, placing ads alongside websites or in mobile apps is more complicated. TradeDesk does the work for you, and it utilizes a powerful pixel that you can install on your website to track visitors and conversions.
Simpli.fi is a similar platform to TradeDesk, but with a smaller user base. They offer software services, largely targeted at ad agencies, for a more hands-on approach. They also provide effective retargeting tools, including a pixel, to continue targeting people who’ve interacted with your website in the past.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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 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 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?”
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.
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.
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.
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.
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.
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.
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.
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:
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.
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
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.
Typically, this is a pretty long list. Here is an example of mine
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.
As we mentioned earlier there is little we know about how long Google will keep someone in the Purchase Funnel. We know that Google builds audiences off of historical searches, websites visited, articles read, and more. Which is great data, but historical and recency are two very different things. Recency is defined as “the property of having happened or appeared not long about”.
We all know is we don’t want to show our ads to people that have already made a purchasing decision. That’s historical data targeting and it’s a waste of our budget. Both the dollars spent on someone no longer interested and the dollars missed on someone who was but didn’t get to see our ad.
Next Gen BT uses searches happening in real-time on hundreds of thousands of Tier One websites. Our internal goal is to have 33% of your Next Gen BT ads delivered within one second of that search happening, making sure your ads are seen at the most relevant moment.
Next Gen BT gives us more control to make sure our ads are only showing up for the right keywords, to the right person, at the right time. To learn more about Next Gen BT click HERE or feel free to reach out to us at [email protected].
If you are looking for a fun, strategic digital agency to help you with your marketing take our Compatibility Test and see if we are a match.
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!
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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)
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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 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.
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!
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.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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:
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.
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!
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.
Use 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.