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Category Archives: Digital advertising

Google AdWords

Our status as Google Partner allows us to more simply A/B/C test ad headlines and A/B/C/D/E/F test our clients’ ads.

By | Digital advertising | No Comments

EXCLUSIVE UPDATE TO GOOGLE PPC

As a Google Partner, we often get access to features and opportunities within the AdWords PPC module that others do not.

This very morning, we were pleasantly surprised to see a new feature in our Client Manager that allows for the automatic creation of six ad variations for each AdGroup, each of the six a different permutation of three headlines that we create:

Google AdWords Counterintuity

This function will allow us to more easily A/B/C test three different ad headlines, and actually A/B/C/D/E/F test those three headlines in each of their six combinations with six different ads. Once those six ads run for a few weeks we can compare the text variations to interaction and conversion rates, allowing us to emphasize the best performing ads and pause the weakest ones.

Google has automated parts of this process allowing their robust algorithms to do some of this work on its own – but no advertising campaign should be left to the whims of Google, unmanaged. Our subjective analysis, which includes a deeper understanding and knowledge of client goals, will be the deciding factor on all significant adjustments to the campaign.

We run AdWords campaigns 365 days a year. If you need assistance in the world of PPC or just want your campaign to be optimized utilizing the latest features that Google has to offer – we’re here to help.

OVER NINE MILLION DOLLARS IN LEADS, YOU CAN BE NEXT!

Over Nine Million Dollars In Leads, You Can Be Next!

By | Clients, Digital advertising | No Comments

Recently, we’ve generated more than Nine Million Dollars in leads, and a whole bunch of sales, for many of our clients. Here are just four examples of how we harnessed the power of digital marketing and advertising to do that.

Brown and Goodkin Website

1. Brown and Goodkin

Who They Are:

With over 40 years of service in Southern California, the lawyers of Brown & Goodkin work tirelessly on behalf of postal workers, secret service agents and other federal employees in their time of need.

What We Did:

By creating a new, responsive website and optimizing the firm’s existing Google advertising campaigns, we were able to streamline their messaging and generate an increase of leads across the country. Our strategic approach to the campaign has also led to greater efficiency in terms of geographic targeting.

Cousins Maine Lobster Facebook Ads

2. Cousins Maine Lobster

Who They Are:

After appearing on ABC’s Shark Tank in 2012, Sabin Lomac and Jim Tselikis became over-night foodie sensations. Their company’s unique take on fresh seafood and classic Northeastern casual cuisine has evolved their business from simply a great idea to a national fleet of high-end trucks, a brick and mortar location in West Hollywood, and a growing online business.

What We Did:

We created CML’s first ever online advertising campaign which netted 148 sales in the initial phase of operation. The program was multi-platform and included numerous messaging and creative tests that promoted, and increased sales both online and offline.

VEDC print media

3. VEDC

Who They Are:

Formerly known as the Valley Economic Development Center, this storied non-profit helps small businesses across the nation, many of them helmed by women or minorities, connected with lenders interested in helping them grow.

What We Did:

With custom creative, interactive ads and landing pages, we generated hundreds of small-business loan leads in five target markets across the United States. Total value of these loan applications exceeded $9M, greatly beating the client’s goals. Even more importantly, seven figures of completed loan deals helped emerging businesses succeed and grow.

Culinary Classroom Facebook Ads

4. Culinary Classroom

Who They Are:

Chef Eric Jacques Crowley is a renowned master chef whose Culinary Classroom has shaped the careers of many professional chefs – while also sharing cooking classes with enlightened amateurs.

What We Did:

Within just two weeks, we whipped up and served a selection of ads that sold out Chef Eric’s multi-week cooking and baking courses in West Los Angeles. Our ads focused on the ideal prospect for each course, ranging in cost from $1,500-$2,700, and featured a variety of marketing messages and imagery.

Your business could be next.

We can help you capture leads and make sales too. Whether you’re a non-profit organization or a small or medium-sized business, we’re here to listen and learn – and then put in action a plan that helps your business grow.

CLICK HERE or give us a call 818.848.1700

Adblock

Adblock on Lock

By | Digital advertising | One Comment

Once upon a time, an advertiser’s main concern was whether audiences would respond to an ad. Today, that concern has shifted to whether audiences will even see an ad.

In an ever-growing trend, savvy surfers are skipping the promotions and heading straight to the content by using (free) ad blocking software. And this has caused no small problem for advertisers.

  • The world’s most popular ad blocking application, Adblock Plus, has been downloaded over 500 million times.
  • The number of active daily users has gone up from 21 million in 2010 to 181 million in 2015.
  • Ad blocking allegedly cost the ad industry $22 billion in 2015 alone, and consulting firm Ovum predicts that by 2020 it’ll have accounted for another $35 billion in losses.

Even as marketing professionals, we get it. A lot of online ads are just plain annoying – and as long as that’s true, ad blocking isn’t going anywhere.

Our recommendation? Rise above the standard fare and show consumers that not all ads are bad.

  • Opt out of auto-play. There’s nothing worse than visiting a site only to be bombarded by a strange voice shouting about floor cleaner. Rather than engage in a frantic search for the source of interruption, many will leave the site altogether; and that’s no good for anyone.
  • Keep it simple. If people don’t want to see ads, they certainly don’t want to work for ads. Make sure your content is clear, engaging and accessible.
  • Avoid gimmicky graphics. No one’s going to click on that flashing “50% OFF” ad (at least, not on purpose). You might think the theatrics will help you stand out from the crowd, and they will – but not in a good way! A classy, well-designed image has a better shot at catching eyes.

What would make you stop using an ad blocker? Leave a comment and let us know!

Image by Fabián Alexis is licensed under CC BY-SA 3.0.

Penguin search engine

A Peek at Penguin 4.0

By | Digital advertising | No Comments

No, not that kind of penguin.

While not so adorable, Penguin 4.0 is so important to your SEO.

Launched in 2012, Google’s Penguin algorithm aims to catch sites spamming its search results through tactics such as buying links – and it just got a major makeover. Here’s what you need to know:

  • Essentially, Penguin evaluates what is (or isn’t) quality content. It also reacts accordingly: punishing sites with weak links, and rewarding those with strong ones.
  • It’s now updating constantly, meaning 1) If you’ve purged your page of a penalty, you won’t have to wait till the next big refresh to see results, and 2) If you start building manipulative links, you’ll be caught pretty much immediately. Basically, both good and bad SEO will be swiftly addressed.
  • Penguin just became part of Google’s core algorithm. For each search query, Google has dozens of algorithms working to determine a site’s ranking in the results – and now Penguin is one of them.

So what’s the big takeaway? It’s more important than ever to publish well-researched, valuable content. Although this is considered a big update, not much has changed; in fact, Penguin’s increased integration will probably mean you’ll notice its effects even less than before…that is, if you have solid SEO on your side.

Contact us today if you need help impressing Penguin! There’s no time to waste – like we’ve said, the little guy’s faster than ever.

Image by Wikimedia Commons is licensed under CC BY-SA 4.0.

Help, I don’t have enough visitors!

Help, I don’t have enough visitors!

By | Digital advertising, Websites | No Comments

Of course you don’t, and it’s normal – you’re new on the block and that’s OK. Kick your new website or brand new landing page off with the online equivalent of an Open House: Run an Ad Campaign. (Facebook and Google Ads are our favorite platforms.)

If you don’t announce yourself, how will people know you’ve arrived?

The great part of running Ad Campaigns? It boosts your searchability. It’s like the internet knows to give you a nametag, and sets you up at the punchbowl.

What are you waiting for? What’s your line?

How to make heads and tails of features vs. benefits on a landing page

How to make heads and tails of features vs. benefits on a landing page

By | Content Marketing, Digital advertising | One Comment

You’re going crazy…so you think. You’ve created a landing page, and have reached A Very Normal Point in the process of creating an awesome landing page: What’s the difference between my features and my benefits? Can I mix them in with each other? Which is which? Does it matter which order I put them in?

The answer is: sometimes a feature and benefit ARE the same. And yes, you can mix them in with each other, and re-order them and so on. The best way to make heads from tails is to TEST your landing page.

Create a few different versions and see which one gets the most clicks. The ones with the most clicks wins. Test again. Repeat.

Image by Andrés Nieto Porras licensed under CC BY-SA 2.0.

What makes a landing page work?

What makes a landing page work?

By | Content Marketing, Digital advertising, Marketing | No Comments

Think of a landing page like a free giant classifieds ad in the newspaper. Except your ad can be more than three lines and have pictures.

A landing page is a goldmine of information – for both you and your customers.

What makes a landing page work?

Here are seven checkpoints your landing page should pass with flying colors:

1. Right at the top in bold clear wording, it tells a customer what you are offering and what you want.

“Sign up and get your free virtual scratch-and-sniff sticker now!”

2. Right along with your beautiful top header, you will have a beautiful stunning image that helps you sell your offer.

Maybe it’s a real-life picture of what a virtual scratch-and-sniff sticker looks like. Maybe it’s just the colors of my flavors that get you happy to click. Point is: It will be so beautiful, you will want to keep reading what’s next on the page.

landing-page-scratch-sniff

3. And you will be rewarded! A landing page should next give a nice summary (think elevator speech) of what the offer is.

Perhaps this includes a short bulleted list of 3-7 features on what that offer includes. Keep it simple. People want to know what they’re getting when they sign up. The important question these features answer for the customer is: “Is this product (or service) something that I want?”

Our free virtual scratch-and-sniff sticker is the new future of electronically delivered items—Watch out Amazon!

  • No wrapper
  • Instant delivery!
  • Comes in 5 assorted scents in delicious flavors (Grape, Bubblegum, Lime-tastic, Very Berry and Licorice)

4. It also lists 3-5 benefits that make your product (or service) especially unique.

  • Lasting scent through our special e-delivery system – sign up now!
  • 100% no flavor mix-up guarantee
  • Immediate access to our 300+ flavor catalog

5. You’re on the edge of your seat now, right? You definitely want to submit the form and see what happens next. Let’s close the deal with your Call To Action (CTA)!

Yes, I want to get my free delicious sticker now!

6. Just fill out this form, and click submit.

Note: Make sure your form is just the right length (not a questionnaire), and that it helps you help them. Here’s the form:

  • First Name
  • Last Name
  • E-mail
  • Choose my flavor

You can also ask for 1-2 other things that might help tailor future offers like:

  • Who’s your favorite cartoon character?
  • What country are you in?

But keep in mind that the more fields you ask for, the less chance someone will fill it out.

7. The last part of a successful landing page is a thank you page that re-directs back to your website.

Don’t forget this! This page is often called your “conversion tracking page” and where your conversion tracking code will go, if you’re running an advertising campaign.

Ready to go? You can do it! Just leave us a comment and let us know where we can send your free sticker…

Image by Joe The Goat Farmer licensed under CC BY 2.0.

Counterintuity | More than 30% of ALL businesses advertise on Facebook

More than 30% of ALL businesses advertise on Facebook

By | Digital advertising, Economy, Facebook, Social Marketing | No Comments

If you’re not advertising on Facebook, you’re losing out.

Facebook has more users than China has residents, and that number includes your customers.

According to a recent article on the Denver Business Journal, “About a third of small businesses are starting to use Facebook advertising to promote their businesses.”

Facebook advertising is not some “trendy” tool that coffee shops with $7 lattes and funky e-commerce retailers use as a way to sell to millennials – in fact it hasn’t been anything close to that for a very long time. It’s the go-to tool for news and all things current for many, many people.

This data was collected from a survey SurePayroll conducted of small business owners nationwide. It continued with the observation that “about a quarter are advertising on Google, and roughly between 1 percent and 10 percent are putting dollars toward LinkedIn, Twitter and Instagram.”

Page likes matter, here’s why.

We disagree with one of the findings here, namely that on Facebook, “Page likes don’t matter.” The justification for that statement is quoting statistics that reveal that only 3-4% of the users who “Like” your page will see your organic content and that only 3-4% of those who see your content will actually engage with it.

While that may be true for the entire universe of content on Facebook, that isn’t at all true for relevant, well-designed and well-written content such as what someone well-versed with social media might create for your business (and hopefully that person is you!). The pages that we manage have 3-10x the interactivity that this article outlines, and we would expect the same to be true for any Facebook pages that are, well, treated appropriately. So while spending money on “Likes” in a vacuum is a bad idea, so is doing any single small, isolated marketing thing and expecting it to move mountains.

In addition, having more “Likes” can help with your Facebook advertising plans, as you can target just those users with sponsored content (that you will know they’re inherently interested in). By utilizing that tool, the number of your “Likes” who see your content can move from 3-4% to 20-50%, or more.

Facebook posts and Facebook advertising are at their most effective when they are a part of a marketing plan and not simply expected to perform on their own.