Business owners need help and guidance — not a confusing array of digital advertising products.
Getting a click on an ad is important. But what happens next is everything.
Boost your site’s ranking using keyword optimization to land it on Google’s page one.
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For businesses, social distancing is an opportunity to get their message out and capture some of that online action.
We are often asked: If a client has Google AdWords campaign, why should they run a keyword banner campaign?
With Google AdWords, a company bids on specific, relevant keywords so that their ads appear on Google search result pages, where they can be seen by people searching those terms on Google. This is also referred to as “paid search” or “pay per click” because the advertiser pays only when a person clicks on an ad.
With a keyword banner campaign the business pays for the number of ad impressions they choose to send. The advertiser selects relevant keywords, and their ads are sent to people who are searching those terms — not just on Google but on hundreds of other major sites that people frequently search (think Amazon, Yahoo, Zappos, Nordstrom, etc.).
This is a big plus over Google AdWords, which delivers ads only to people doing searches on Google. Also with AdWords, the ad appears in the listings only one time — and that’s if it showed up high enough (i.e., the bid was high enough) that it didn’t simply get buried by the ads ahead of it.
With a keyword banner campaign, the advertiser’s message can be delivered to the same person multiple times. (Note that we do limit the number, so it doesn’t seem creepy.) And with the ability to reach people on a significant number of major search sites, keyword campaigns have great reach as well as frequency.
Direct mail has been a go-to marketing tool since time began. And it works.
Direct mail has a couple of obvious drawbacks. One, it’s wasteful. Two, because it’s wasteful, it’s pricey. Sending a flyer to anyone with a mailbox, whether a good prospect or not, means most flyers take a flyer straight into the recycling bin.
There’s a way better way to reach your client’s true audience.
Email first, mail later.
Start with an email message to that same, broad audience (our data guys can provide the list) — at a fraction of the cost of direct mail. Then, see who opens the email (our tracking tools can tell you this). Finally, follow up with a direct-mail piece — but just to the openers, the people who have shown interest in your client’s offering. Read more about Multi-Channel Campaigns here.
Email first.Reach only the best prospects. And save. A lot.
Pro tip: Root through your own mailbox for direct-mail pieces (dentists and medical people are prolific direct-mailers), then go pitch these prospects on the Email First approach. They’ll thank you later.
Ready to launch your campaign? Banner ad — check. Email — check. Landing page?
A landing page is a key component of a digital campaign, designed specifically to continue the conversation that begins when your prospect clicks on your ad or email. A well-conceived page provides a power surge that nudges your prospect toward action.
Say you leap the first hurdle — the prospect clicks on your message — hurrah! Now what? Where their click sends them can mean life vs. death or, at least, a sale vs. a slightly disillusioned shopper, off to browse others’ websites.
Sure, you could land them on your website homepage. But a homepage is a general intro to your business. If they then have to wander around looking for the thing that inspired their click, your time-deprived, easily distracted prospect probably won’t bother.
(And if your website is, um, nothing to be proud of, surely that’s not your best move.)
So what’s a good landing page look like? It’s clean, uncluttered and lovely, with a great image and a single call to action. It mirrors exactly the ad or email that came before it, specific to the product that interested your clicker in the first place, with a few more details to stimulate conversion.
The click says you’ve made a good first impression. Now, nurture the relationship through a well-crafted page, and make a sale.
Interested in a quick (and we mean quick), easy and affordable way to create a landing page? Learn more about landing pages.
If you sell boots, the best moment to put your digital ad in front of someone is when they’re online and thinking, “Hey, I need some new boots!” This is a motivated boot shopper — the perfect prospect for your digital targeting campaign.
Shoppers are sending signals of intent all the time in different ways, among them the keywords they’re searching (“boots store near me” or “women’s boots”), the online content they’re reading, and even where they are located — such as when they’re standing in a competitor’s shop. By recognizing these signals of interest, we can then match their intentions with your message and deliver them your boot ads on whatever sites they’re browsing on the web.
Targeting by expressions of intent creates a 30% higher consideration lift and 40% higher purchase intent lift than targeting based on demographics alone, according to Google.
ITZ multi-tactic campaigns — using keyword and contextual search, geofencing and retargeting — maximize your opportunity to reach consumers at the right moment, when they’re most motivated to buy.