News, news and more news today with marketing updates from Motion Ave! Find out the latest trends this week on Spotify, Amazon, and more!
Maybe They Won’t Go Premium Now
Spotify’s the biggest music streaming service in the world, and many of its members get their music free- a proven business model, but one that can benefit hugely from targeting, which hasn’t been Spotify’s style until now. Spotify now allows advertisers to target ads based on podcast listening patterns- but for now, just podcasts. Don’t worry, no one’s going to judge you for still listening to Kanye.
Remember how exciting Amazon’s social network was, and how users flocked to the platform with photos of hand towel unboxing? Yeah, us either. “Spark” has gone forever, failing to overtake Instagram in shopping porn innovation. Amazon will have to accept that, for now, it can’t be all things in all areas of members’ online experience- yet.
When you’re buying a $1,500 stereo, it’d be crazy not to get a hand-woven aboriginal art throw blanket to go with it, right? Pinterest finally gets it. This new option allows Pinterest to offer relevant products based on the image the user is viewing. For example, if you are looking for a room design pin, Pinterest will suggest images of objects that usually appear in this context, lamps, furniture and any other decorative element.
Facebook Invents Time Travel Updates Its Post Comments Ranking
Have you noticed that your post comments sometimes don’t appear in chronological order? Blame- or thank- Facebook’s new comment ranking algorithm. The platform is preparing an update to improve relevance by ranking comments based on their likelihood to “generate greater engagement.” We suspect this will lead to some pretty funny-looking “conversations” in the comment threads for a while.
…we’re back with marketing updates in a week full of controversy and cool new features! Want to know more? Read on!
A chant has been spreading across Big Tech regulation advocates: break up Facebook. Among those calling for the dismantling of the technology giant is Facebook co-founder Chris Hughes.
It seems like Facebook’s many missteps in the past year, and a growing concern about the social harm caused by the platform, have finally taken their toll. Politicians have finally entered the fray, branding Facebook a dangerous monopoly in the “attention economy” and a threat to democracy, journalism, bee populations in the southern hemisphere, and waistlines.
What do you think? Should Facebook be split into several independent corporations, governing Instagram, WhatsApp, and Messenger each separately from the social media platform? Would Facebook’s past sins have been avoidable with more competition and regulation?
Hold me closer, Tony Danza. Back in dinosaur times, our parents would read the lyrics to songs on these things called “liner notes” on the big, plastic plates that held less music than the cheapest thumb drive on Amazon. Instagram has made adding music to Instagram Stories an even better experience with a new feature: the Lyrics Sticker. This new option displays the lyrics of the song playing in your Story over the video.
Twitter has made retweeting a lot more functional with one easy addition: the ability to attach not only words but also photos, GIFs and videos. Speechless? Make the most of this option to express your someone else’s vitally important thoughts!
We recently reported on the super-convenient feature letting you make in-app purchases on Instagram. Now there’s a catalog so you can navigate through the different products you can find across the app and buy instantly. This curated shop account showcases product posts of brands and creators that are of interest to the community.
Every day, advertisers hustle to compete with millions that also want their ads to be in the first position on Google. Sound like you?
And when you finally get those first results, there’s another problem: you compete again to win your target audience’s attention.
Writing the perfect ad isn’t easy, but it’s essential; it’s not just enough to get great positioning. The right copy is the difference between conversion and failure. With these proven tips – the principles WE use to write great ads every day- you’ll learn how to write killer ads for Google Adwords.
1. Benefits over features is a myth
According to Isaac Rudansky, it’s essential to devote ad composition to discussing the features of the products when writing PPC ads. Unless you’re selling a completely new kind of product, most consumers finding you through Google search are already educated on their need for what you’ve got; they’ve warmed themselves up. Now they’re looking to be informed more than sold to.
For example, if you’re looking for new apartments for sale in Miami, you’ll probably be concerned first with the size, price, location, etc. You’ll want to see that information quickly and clearly; this should take precedence over how the new apartment will make you feel.
Mixing emotional and other benefits with a clear presentation of features is fine, but never forget to include your features in your PPC ads. The following ad is an excellent example of a combination of a psychological benefit with the features of the product or service:
Here, some copy is devoted to generating emotional appeal (“make the most out of your travel experience by living like a local”), but the copy moves quickly on to the specific features: offering a search of rentals and hotels, booking, the extensive locations available, etc.
2. Include price, promotions and exclusive offers
Price allows people to scan if your product or service is perfect for them. Being up-front and clear about pricing is ESSENTIAL to avoiding bad clicks. For most shoppers arriving via search, the price will be one of their first concerns: if you’re evasive or slow to reveal it, that fragile early trust necessary for buy-in is lost, and your visitor is unlikely to investigate further- even if your product would have been great for them. If the price is too high, most will move on and continue searching- that’s fine. However, if the price works for them, they’ll probably check out the offer, having made themselves pre-qualified buyers.
A great strategy is also including promotions and exclusive offers in your ad extensions, letting the first glance at your ad give a sense of urgency and scarcity:
3. Highlight your brand’s legitimacy
When writing PPC ads, it’s important to highlight what makes your company unique and better than the competition. Mention awards, social proof, how many clients you have, and all those things that give your brand legitimacy as long as these facts are real and verifiable. For example:
Notice how right after illustrating features (first and most important, remember?), the ad rolls out the quality indicators: trusted by 4,000 businesses, high quality, 3 million job listings.
And, as you’ve probably noticed in most of the examples above, using registered symbols are recommended to increase CTR (click-through-rate) and to give also brand legitimacy.
4. Your ad copy must be similar to your landing page copy
When you write your PPC ads, it’s essential to consider the copy you’ve already got (or have planned) in your landing page. If your landing page doesn’t properly follow on the expectations generated by your ad, your quality score will go down, increasing the cost per click of your ads and of course, your conversion rates will decrease as well. This is BAD- but easily avoided.
Using the same keywords from your ad at the top of your landing page tells the visitor that they are at the right place and it will increase your relevancy score.
5. Focus on your headline first
According to Isaac Rudansky, your most important message belongs in your headline, because most people make their decision at that moment- which sounds obvious, but this means that you can’t rely on the description to capture interest.
When writing your headlines, don’t forget to include your keywords to mirror the searcher’s query. Be as specific as the user’s query, and whenever possible, include a call-to-action:
This is a simple, elegant example (from one of the most masterful marketers in the world, Coca-Cola, no less)- the keywords are clear and reflect the search (“custom bottles”) and are followed with a short, clear CTA: put your name on a Coke bottle.
6. Make your ads hyperlocal
This doesn’t just mean mentioning your region or city- studies have shown that using phone numbers with the area code close to the visitor can DOUBLE your conversion rates. The intention is to make your audience feel that you’re local: right around the corner, accessible, and convenient.
Time to start applying these strategies to your Google Ads! Test out a variety of messaging approaches using these tips. As you begin writing your ads and collecting data, you’ll see what works best for your specific audience. Which each test you run, you’ll understand better what makes your ads perform well.
Are you ready?
Any doubts? Want help in creating a winning Google Ads campaign? Get in touch with us. After all, this is our passion, and we’d love to be part of your marketing team.
6 Expert Tips To Writing Ads For Google Adwords May 15th, 2019Ana Cristina
It’s time for your weekly marketing news report with Motion Avenue!
This week, Google and its I/O Conference were filled with announcements about future releases soon and not-so-soon. Not to be outdone, Facebook demands our continued excitement with EVEN MORE CHANGE! Let’s get to the latest updates.
Google Announces Everything will be AI
At the I/O conference, Google showcased a variety of AI-powered products it will launch in the short- to mid-term, as well as yet another Android phone! There were actually some meaningfully new announcements about Google’s continued AI development, including more responsible algorithm development and Project Euphonia, which seeks to assist people with speech impairments.
Don’t worry, Facebook will fix the thing you’re angry at! Wait, you want more of something? OK. The social media giant has declared that it will redesign its app to emphasize two user favorites: Events and Groups. By “emphasize,” they mean “generally have fewer other features.” The streamlined design and user experience is intended to put “communities data at the center.”
Instagram has invested a lot of effort into same-page shopping, but somehow, every photo on the platform doesn’t include an option to purchase. Instagram is handing influencers the shop keys, now: the “shop from creators” option will allow creators to tag a product on their photos so their followers can buy it on the spot!
This also means we can continue hearing theories about influencer markets for at least the next two years- but by then, we’ll all be too old for them anyway.
The Facebook experience might start emphasizing fewer features, but Messenger is at the other end of its lifecycle, and still has room to pile on features for people to love and hate. Messenger is getting an update with Project LightSpeed, which seeks to launch Messenger with full features, at less than 30 MB, with a watch together option, which will allow you and your friends to watch videos at the same time in the chat.
Since 1972, ZYDO has produced iconic, stylish, and unique jewelry. Their superior Italian craftsmanship coupled with a fashionable yet timeless design make every ZYDO piece a treasure that enhances and completes a woman’s beauty, and a family heirloom to be enjoyed for generations.
The ZYDO woman wears jewelry as a symbol of her supreme style. She is fashionable, empowered, and sophisticated. collections are distributed in the best boutiques and department stores around the world; in the US market, their products are available exclusively through their online store and in partner’s locations.
As they were expanding in the US market, ZYDO hired Motion Ave to create a digital marketing strategy to generate awareness, brand recognition, grow their following in social media and email database, and start building online sales. After 3 years working with ZYDO, we’ve has become the marketing and design department for their brand.
Here’s how our online marketing strategy has successfully increased visibility and inbound lead generation across the United Statesby over 350%- a plan designed to get audiences excited not only about ZYDO’s fashionable jewelry but also their iconic experience and knowledge of the industry.
Creative and Content Development
Video Production and Post-production
Social Media Management
Landing Page Development
Analytics and Optimization
Photoshoot Video content
ZYDO Italy is a high-end brand that entered the US market to compete with well established brands like Chanel, Bvlgari, Roberto Coin, and others. This presented the challenge of generating solid brand awareness and educating an already crowded market on ZYDO’s distinctive profile: hand-crafted jewelry with an iconic, stylish and unique design.
Also, the brand doesn’t have physical stores in the US, they sell through eCommerce and at partner events like Neiman Marcus and Saks Fifth Avenue; this presented the challenge of gaining leads and driving them to the online store.
As a less well-known brand in the US market, we knew the most effective way to reach the audience would be by creating a campaign that would demonstrate the product’s value and the brand experience in a credible and relatable way. Thus, our initial objective was to create awareness and generate leads through content offers that demonstrate ZYDO´s experience by giving the audience valuable information.
ZYDO Italy targets women 30+ years old in the US with a high income, interest in luxury, and expensive taste.
To identify the most viable opportunities for greater brand awareness, we conducted broad audience testing: conducting several split tests, we discovered that of the 50 U.S. states, fifteen were most responsive, based on conversions and greater engagement with the product and our content offers.
We next tested different creatives, finding that videos had better performance than other formats- not only was format essential, but appropriate content as well. Testing showed videos highlighting models wearing jewelry pieces performed better than images of the pieces with animated text. In general, videos with short copy encouraging women to show their inner sparkle and the value of ZYDO had better performance. Some of these examples are shown below.
Solution – Creating the Right Funnel
To accomplish the goals of awareness and lead generation, we set up a complete online marketing strategy including social media management, content offer development (Jewelry Quiz), Facebook advertising, and email marketing.
We began by generating new content on ZYDO’s social profiles to attract new audiences and increase the engagement of current followers. We developed several Facebook ads campaigns taking into account all the findings from testing. Lastly, we set up an automated email marketing campaign for the new leads, and a monthly newsletter for the full database of subscribers.
Here is a sneak peek at the funnel:
Based on our target audience for Facebook advertising, we focused on ways of introducing the brand to our buyer personas with different visuals, mainly in a video format, to attractively portray the product and their unique design. Here are some examples of the assets we deployed:
Investing in creating engagement and brand awareness was a key factor for building credibility and driving leads to take action that would lead to greater community credibility for us: posts or ads with social proof- comments, likes, and shares- drove more conversions at a lower cost per lead.
Our work with ZYDO has expandedthe brand’s reach online, introducing the brand to a new market and reinforcing its credibility in the category. Most importantly, the campaigns drove leads that turned into potential customersand brand awareness in desired demographics in the United States encouraged participation in their eventsand sales for ZYDO Italy.
If you’d like to consult a team of skilled and passionate experts to learn how to build your brand better and also find out how we can put solutions like these to work for you, please, say hello. We’d love to talk to you about how to bring your brand to Facebook- and beyond!
ZYDO Case Study May 9th, 2019Maria Angelica Quiroz
Welcome to your digest of the most relevant marketing news of the week! This week, even Mark Zuckerberg gave us something to talk about. Learn more below!
Instagram to Hide its True Feelings?
Invisible likes now could be a reality. According to sources, Instagram would be testing a new feature to hide the number of a post’s likes from followers. The idea is to encourage audiences to focus on the content an account shares, and not on the likes of a publication.
In his New Year’s resolution, Mark Zuckerberg decided that in 2019 he wanted to address issues related to technology and its place in society, and to reboot Farmville with “corn-focused microtransactions.” One of those statements is (probably) true. As evidence, Zuckerburg’s new podcast “Tech and Society”. Do you think this will begin to mend the reputation of the technology giant? Is it a purely cynical public relations move, or do you think “Tech and Society” has the potential to start meaningful conversations about issues that platforms like Facebook represent?
“Alexa, Watch Your Back.” Facebook Developing AI Digital Voice Assistant
Facebook has confirmed that is working on an artificial intelligence-based digital voice assistant. This new technology would focus specifically on their AR/VR products including Portal and Oculus. Currently, Facebook expressly states that this project, which is still in early development, is not intended to compete directly with smart speakers like Alexa or Google Assistant. However, they said it while the assistant wasn’t listening, so who knows what it’ll ultimately do?
Miss Vine? Wow, really? Well, good news..? It’ll be back soon! The video app has been rebooted and would now return with a brand new name: Byte. Although It’s still a short-form video app, Byte now promises to be less alienating to older audiences almost everyone. And not sell children’s personal information.
SEO is a tricky business, but there’s plenty of simple things that can have a major impact on your website’s performance, and keep you ahead of your competitors on those all-important search results.
According to EngeniusWeb, around 3.5 billion searches are performed every day! Search engines drive 70.6% of all traffic: shocking!!
If you don’t conduct SEO on your website, you won’t be found online.
So how can you implement SEO best practices and drive traffic to your website without being an expert?
1. Create relevant & unique content
If you want search engines to find you, content is one of the most important elements of your SEO strategy. However, new content is constantly being written by individuals and companies every day; the best way to stand out is by writing unique content that your audience will find useful.
Search engines know better than to send a reader to a content piece that offers no value. You can offer multiple content formats such as videos, written blog posts, infographics- anything you can think of. Just remember, when it comes to SEO:
QUALITY > QUANTITY, ALWAYS
As our friends at Hubspot say, “great content isn’t optimized for search engines. It’s optimized for the people using search engines.”
When creating new content, keep the following in mind:
Have a short (preferably 65 characters long or less), straightforward title that tells the reader exactly what they’re going to get if they click on your link.
Always make sure your content has clear and specific metadata that doesn’t exceed 160 characters; this is what Google prefers nowadays.
Most important thing of all- focus on content that adds value to readers that are your ideal customer.
Don’t forget to also close your content with a specific Call to Action that will guide the reader on what steps to take next. This isn’t necessarily about SEO; it’s about making all your efforts pay off!
2. Optimize for featured snippets
Featured snippets have become an important element for users to get a quick answer on a topic they’re interested in. A featured snippet is a piece of text that Google serves on a search engine results page (SERP) itself.
You’ve probably seen these before, and they probably caught your attention 100 times more than a normal result that shows up on Google. Take a look:
There are many different types of featured snippets: the most relevant are paragraphs, lists, and tables.
So, how do you optimize for featured snippets?
In your blog posts make sure to answer a specific question in a concise paragraph.
Make sure the heading is a question.
Answer the heading question in the following paragraph in under 50 words.
Give facts on the question you’re answering or create a bullet point list or steps- Google loves lists!
There are tools you can use to find featured snippet opportunities such as Semrush, or Answer The Public to find out what people are asking about the topics you write about.
3. Utilize keywords and long-tail keywords throughout your copies
Nearly everyone doing SEO works to optimize their website with keywords and long tail keywords. This is by far the easiest step, but only if you do it right. Adding random keywords throughout your content won’t necessarily work.
When doing your keyword research, make sure your keywords are:
Relevant to your offer, whether it is a product or a service: Always keep in mind the intent of the person using the keyword: are they looking to buy my product, or just doing research? Where are they in my marketing and sales funnel? Do I want to optimize for high intent or low intent keywords?
Whatever keywords you decide to work with, make sure they help you stay aligned with your goals and not the other way around.
Popularity and amount of searches online: You can use tools such as Google Keyword Planner to find out the number of searches a specific keyword has. Just remember optimizing for the most popular keywords can be hard when you’re just starting out, and competitors will likely have higher trust and authority on search engines. Optimizing for less competitive keywords can work in your favor here, as your website will likely show in the first results for a specific keyword. Play around with them, and make sure to track keyword activity every now and then.
Here are some easy-to-use tools that will help you find the right keywords for your website. I’ve used them in the past and they’ve worked wonders!
4. Offer a clean and friendly User Experience for both desktop and mobile
This is often overlooked by many marketers, and it’s one of the most important SEO elements you need to have in mind. Years ago, SEO was all about keywords; nowadays, this is just one of the factors search engines take into consideration when ranking your website.
Why is UX so important? In simple words, if your website is showing up on search engines but visitors don’t stay there for long, it means your content and UX isn’t good enough.
If you have a clean UX and a friendly website structure, you make it easy for Google to crawl in your information and understand what you’re offering.
There are plenty of factors Google takes into consideration when ranking your website and giving it authority:
Having desktop and mobile-optimized versions.
Having a clear and concise website structure.
Reviewing user behavior on your website.
Making sure your site speed is good and the content, structure, and images upload quickly. Google offers a tool called Page Speed Insights where you can find out how your website is performing and what you can do to improve.
Headers, title tags, and metadata. This also applies to videos and images.
Having a clear URL title that explains the content in the site, between 50 to 60 characters.
5. Have proper titles and metadata
Throughout your site’s copy, make sure you’ve marked all your headers and that each page of your website has a proper title and metadata description.
The most important title or idea of a site should always be marked as H1, and you should only have one per page. Just one, and use as many H2s, H3s, H4s, H5s, and H6s as you want on each page.
It’s important that you utilize headers strategically, as it tells Google how the text on your website is structured.
6. Index your website
Indexing is a way of telling Google that your content exists; it’s how you add your site to Google Search, and it can be done in 2 different ways.
The organic way is where Google Search eventually discovers your website, crawls into it, understands your content, structure, offer, and decides to show your website in their search engine.
The faster and more advisable way is by creating a Google Search Console account and submitting a sitemap (if you don’t have a sitemap, you can look into your web design tool. Most tools instantly provide you a sitemap link) by providing your link and waiting for the magic to happen.
By submitting a sitemap in Google Search Console, you are telling Google your website is ready to be crawled, so make sure that you’ve addressed all the items in this article before pushing the button!
There you have it! You don’t have to be an expert to work on SEO: you just need to dedicate time, do proper research, and constantly track your website’s performance to improve and optimize your content.
If you’re struggling to structure your website and improve your online presence, don’t hesitate to ask our team for help! We’re always happy to assist.
The Colony Theatre, located in the heart of South Beach, first opened in January 1935 as a Paramount Pictures movie house.
Today the theatre, managed by Miami New Drama, is a state-of-the-art venue with an impressive art deco design that makes it one of the crown jewels of Miami Beach. The theatre hosts an exciting array of events, including music, dance, comedy, and theatre performances.
On March 7th, 2019, the theatre launched the world premiere play by Rakontur, “Confessions of a Cocaine Cowboy,” based on the award-winning documentary series “Cocaine Cowboys.” This play recreated the outrageous era of the 1980s Miami cocaine boom that riveted and shocked the world and explored how coke, cash, and corruption created the Magic City we know today.
The Colony Theatre wanted to drive awareness and ticket sales- and hired Motion Ave. to do the job.
Here’s how our online marketing strategy successfully increased the visibility of the play and sold more than 550 tickets across South Florida with a return on advertising spend (ROAS) of 5.81, which means that for every dollar we spent, we generated 5.81.
Creative and Content Development
Video Ads Production and Post-Production
Facebook and Instagram Advertising
Analytics and Optimization
We knew the most effective way to reach the target audience of the theatre and this play would be by creating Facebook and Instagram advertising campaigns that would get us direct exposure to the target market.
However, this was the world debut of this play- we had no idea how well-received it would be. Thus, our initial strategy was to A/B test various messages, creatives, and audiences, presenting the play with different angles, before launching a targeted campaign.
To identify the most viable opportunities for awareness, we conducted several audience tests for cold, warm and hot audiences.
For cold audiences, or top of the funnel (TOFU), we tried different audiences- for example, people interested in related upcoming events, theaters, plays, etc., and people interested in topics related to the new play. We also reached lookalike audiences.
For warm audiences or middle of the funnel (MOFU), we retargeted people who purchased a ticket in the past to another play and hence had interacted with the brand.
For hot audiences, or bottom of the funnel (BOFU), we retargeted people who visited the play landing page but didn’t buy tickets. Ultimately, these audiences cost the least in advertising dollars per ticket purchase.
We additionally tested different creatives and formats including videos, images, and carousels. In some campaigns, we used dynamic creatives to find the best combination of headline, copy, image, and CTA. We concluded that real pictures of the play, with copy and headlines providing background, had excellent performance.
Once the play opened, we began adding testimonials and quotes from satisfied audiences to the ad copy, to great success.
To accomplish the goals of driving awareness and generating purchases, we set up an advertising strategy on Facebook and Instagram.
Investing in engagement and brand awareness was key to creating buzz around the play and driving leads to make a purchase. The key was greater community credibility: posts or ads with social proof- comments, likes, and shares- drove more conversion at a lower cost per purchase.
Here are some examples of the assets we deployed:
After just one month of advertising with brand awareness and purchases as primary objectives, the Facebook and Instagram campaigns delivered successfully.
Our work with the Colony Theatre in this specific play generated ticket sales, but also brought more loyal customers to the theatre.
If you’d like to consult a team of skilled and passionate experts to learn how to build your brand better and also find out how we can put solutions like these to work for you, please, say hello. We’d love to talk to you about how to bring your brand to Facebook- and beyond!
Colony Theatre Case Study April 30th, 2019Ana Cristina
Today, Google Ads (formerly known as Google Adwords) is one of marketers’ most essential tools, allowing you to create a variety of ads that can appear on Google and other sites such as Youtube and Blogger.
Just think about it: every second, Google process over 40,000 search queries, That’s a LOT of chances for a high-performing ad to be seen- millions a day, if you invest and optimize. It’s an opportunity you definitely can’t pass up!
To make the most of this space, you need to know the basics. Adwords recently updated its interface to offer even greater benefit to its advertisers with a new ad experience.
If you’re new to the world of digital advertising and want to start learning how to run campaigns on Google, this guide is for you. Read on!
How does Google Ads work?
Google Ads is an advertising platform that displays your ads on the search results page and other partner sites to attract leads and customers who are interested in your product.
Your goal will always be to appear at the top of the results page- however, whether this happens depends on several factors.
What does Google take in consideration to position your ad?
One of the most important features of Google Ads is its bidding system. In order to advertise on this platform and be eligible to appear on Google’s search results page, it’s necessary to bid on certain search terms or keywords. Although it seems like a simple process, carrying it out can be quite tricky, as it requires choosing a bidding strategy.
Google Ads offers you several bid strategy options. Depending on your target KPIs- clicks, impressions, conversions, views, and the type of campaign you want to launch- you can select from several strategies:
Target CPA (cost-per-acquisition)
Target ROAS (return-on-ad-spend)
Enhanced cost-per-click (ECPC)
Manual CPC bidding
Target Search Page Location
Target Outranking Share
Cost-per-thousand impressions (CPM)
Cost-per-thousand viewable impressions (vCPM)
In each bid type, you can specify a maximum bid amount, maximum payment per click on your ad, and make these rates adjustable depending on the campaign’s performance.
The quality score is how Google rates the quality and relevance of your ad. Relevance of landing pages, keywords, CTAs and expected click-through rates are taken into account when making this estimate.
Remember, the higher the quality of your ad and its content, the lower the cost of your bid and the better your positioning will be. The best thing you can do is to be consistent, use relevant and VERY specific keywords, and display them in both your search engine ads and landing pages. The idea is to be as specific as possible about what the user will get so, so they’ll click on your ad faster.
The ad rank dictates the position your ad will have in search engines. This positioning is determined by the quality score, and your maximum bid per click.
Keep in mind that this value may change. Your ad rank will be recalculated every time your ad enters an auction, in which Google decides which ads with the relevant keyword will appear on the page, and in what order.
With each new query to the search engine, there’s a new auction and probably a new ranking.
Now that you know the basics of how Google Ads works, let’s move on to the good stuff: the types of campaigns you can create.
Google Ads Campaign Types
Currently, AdWords has a good variety of campaign options to choose from, each built around an advertising goal based on the actions you want your customers to take.
Google Ads goals include:
Product & brand consideration
Brand Awareness & reach
Once you have an idea of what your goal is, you can select the type of campaign you want to launch. Google Ads offers you the following options.
Search Network Campaigns
The search network campaign allows your ad to appear in the search results page when potential customers search for terms related to your keywords:
These campaigns focus on getting a person to take action, whether it’s clicking on the ad or making a call to your company. They are a good choice if your goals are making sales (great for retargeting), gaining new leads, or driving traffic to your website.
Display Network Campaigns
In this campaign, ads can be displayed on several advertising-supported websites- not on the Google results page.
This campaign allows you to attract the attention of customers before they even do a search for your product. Your ad can appear in different places depending on your targeting criteria, such as keywords, topic, placement, and remarketing.
The goals for these campaigns are quite varied: sales, leads, website traffic, brand and product consideration, and brand awareness and reach. The selection will always depend on the actions you want users to take.
If you’re a retailer, this is for you. Shopping campaigns allow you to create ads to promote your products, bring traffic to your website and attract more qualified leads. These ads will also be displayed on Google and all over the web.
Here you can see more specifically where Google Ads will place your ads:
Google Shopping (in select countries)
Google Search, next to search results (separate from text ads) and Google Images
Google Search Partner websites, including YouTube in some countries (if your campaign is set to include search partners)
The Google Display Network (for local catalog ads only)
In this case, Google uses your Merchant Center product data to decide where and when to display your ads. For example, once a user makes a query in the search engine, Google uses the data from the Merchant Center to display the most relevant product for the potential customer.
If your goals are to make sales, drive traffic to your website or win new leads for your retail business, this is the type of campaign you want.
The great thing about video campaigns is that you can create more creative ads that engage better with your audience. The ads generally appear before, after or in the middle of a Youtube video. They can also be shown on Google partner sites (Google Display Network).
Usually, these ads cannot include text, still images, or other ad formats such as bumper ads (6 seconds ads that appear at the beginning of a Youtube video). Video campaigns are ideal for creating brand awareness and consideration, winning leads, and bringing traffic to your website.
This type of campaign works for people or businesses that want to promote their apps. With this campaign, ads are positioned in Google’s properties: Google search, YouTube, Google Play and all partner sites in Google Display Network.
Google creates ads with various formats based on the text and language you propose. Once the platform creates the ads, it will display those that have performed better.
How do you always create high-performing ads? Try different options to see what works best- different bid levels, geographic segmentation, and image sizes. Find the combination that brings you the greatest benefits.
As you can see, campaign types determine where your ads will appear. This variety of options allows you to engage with new customers in different ways and on a variety of sites. However, none of this would be possible without bidding on the right keyword. Let’s quickly delve into keywords- and their counterparts, negative keywords.
Keywords And Negative Keywords
A keyword is a word or group of words, that Google uses to match your ads with the queries people do on the search engine. The more relevant and specific the keywords you bid on, the more likely you’ll appear on the results page and be at the top.
Once a term used by a user matches your keywords, your ad enters the Google auction mentioned above. Here, your keywords play a very important role, as they determine your quality score which directly influences the ad rank of your ad.
The more relevant your keyword, the better your quality score and ad rank. How do you make your ad focus specifically on relevant keywords to your audience? A good strategy is negative keywords.
Google Ads gives you the option to exclude certain terms, known as negative keywords, that are related to your keywords, but are in fact relevant to a different audience or product.
For example, if you are a retailer specialising in orthopedic sneakers, you may want to add as a negative keyword terms such as “running shoes.” Why? While your orthopedic sneakers are running shoes, people searching with the term “running shoes” are less likely to be interested in your specific product- making your keyword a lot less relevant to them, and a lot more likely to lower your overall quality score for appearing to an excessively broad audience.
You want your ad to be as targeted and relevant as possible: excluding words with a large audience is an important strategy. To learn more about how to use negative keywords effectively, watch this Google Ads video:
Keywords are the key to a successful campaign. Choosing them carefully is mandatory when creating new ads. Always look for terms that your audience uses in search engines, and which are related to your industry and product.
We’ve covered the basics of Google Ads! You’re ready to start creating ads and try all the features this tool has for you. Want to explore the full power of Google Ads? Contact us– we’re ready to answer all your questions, and even build your new ad campaign from scratch!
Having a strong customer relationship is more important than ever. Advancing technologies and new communication channels have made consumers very aware of their options- and a highly personalized experience is now the expected norm when interacting with brands.
It’s not enough to offer a fantastic product or excellent service; customers now expect immediate answers and personalized interactions. Brands capable of making this happen will connect with their customers and create long-lasting relationships.
How do you build these strong relationships? Here are seven useful tips to incorporate into your digital marketing strategy:
1. Listen to your customers
To connect with your customers, first, understand what they’re thinking and talking about. What are their pain points, complaints, and needs?
By using social listening (link: SproutSocial) you can understand and analyze the conversations and trends around your brand and industry, and use those insights to deliver real value to your customers.
You’ll create content that’s relevant to your audience; in turn, they’ll identify with you, and feel you value their interests.
2. Respond quickly to the conversation
According to The Social Habit, 42% of online consumers expect a response to their inquiry within 60 minutes- if not, they’ll often express their discomfort by complaining across social media.
Conversely, an immediate answer will delight your customers, increasing the likelihood of building a loyal relationship.
Chatbots are very helpful for this, giving brands 24/7 two-way communication with their audiences through instant messaging. It’s a great, cost-effective way to deliver fantastic customer service and build stronger relationships with your audience.
Thanks to analytics, marketers can see consumer behavior, purchase preferences, habits, and more- ingredients for customizing our responses to them.
Using previously gathered data from past interactions allows you to tailor not only your responses to consumers but outgoing messaging (i.e. marketing) as well: for example, if a person bought a skirt on your website, you can send them an email with suggestions of the perfect heels to match.
This kind of personalization helps you to build a connection with the customer and make them feel valued.
4. Be authentic
In a previous post, we mentioned how essential an authentic voice is. The future of marketing is more transparent and personal, and brands need to follow suit in their communication style.
Authentic communication works because people relate to your brand and perceive you as reliable and trustworthy, making even initial connections stronger.
The key to being authentic is showing your human side and personality, consistency, and maintaining your core identity (i.e. staying genuine) at all times.
Showing appreciation builds customer relationships that last longer.
A simple way is by rewarding loyal or active customers with contests and competitions with the opportunity to win an attractive prize. Contests on Instagram are very common; in addition to strengthening relationships with long-time customers, you generate buzz and brand awareness in new audiences.
Another proven winner is a loyalty discount program, where customers earn points when buying your products and services, redeemable for rewards.
Of these, the former is best suited for business models expecting few, high-value interactions with consumers, such as durable goods or expensive items such as fine jewelry. The latter is best suited for models based on frequent repeat engagement, such as affordable fashion, food, or recurring services.
6. Ask for feedback
Whether customers have positive or negative feedback, asking for it is invaluable- it makes you aware of weaknesses in your service you may not have known existed. When given the right means to express their feedback, customers often provide the solutions to the very problems they complain about.
Another critical benefit of frequently soliciting feedback is emotional- even if a problem can’t or won’t be solved, giving consumers a voice and allowing them to feel heard improves their perception of your brand. Remember, negative feedback is as valuable- or more- as positive.
7. Exceed expectations with an outstanding experience
“Under promise and over deliver.” Always look for ways to go the extra mile and impress your customers so they keep coming back.
Some easy but valuable ways to exceed expectations is to deliver a product before the date you promised, offer incredible discounts and promotions to long-time customers, and provide additional support (such as product service check-ins) even though your customers didn’t ask for it.
Building connections with your customers must be an essential part of your digital marketing strategy. You will win the affection of your customers, and also it will keep your brand ahead of your competitors.
At Motion Ave, we understand the importance of taking care of our customers, and we can help you build strong connections with your customers as well. If you need a hand, just let us know.
What are other ways you build stronger relationships with your customers? What’s the best thing a brand has done to earn your respect? Comment below and tell us your story!