Google, leading the way yet again in technological innovation, continues to focus on making more concepts mobile friendly to gain a foothold on the consumer power present behind mobile applications and purchasing.
After all, what better way to welcome Spring other than learning of a new and cool list of mobile marketing opportunities from the edgy company?
Springtime announcements are becoming almost a tradition, mostly
focused on mobile advancements. This time proves to be no different, as new changes to mobile platforms via Google are the center focus of upcoming innovative announcements from the company.
It’s nice to welcome the warm weather and outdoor activities with the knowledge that some neat new mobile features are coming to our fingertips courtesy of Google.
It’s mobile-first these past few years for the company, but Google’s innovative ability to adapt its features to be mobile friendly help give it an edge over others, who often lag behind the mobile changes introduced by Google.
So, what can we expect this year?
With a mobile-first emphasized evolution, the SERP appearance continues to modify itself for the mobile opportunity. Next on Google’s list is molding paid ads to fit into the mobile concept. Google’s major announcement this Spring rolled out the red carpet for some innovative AdWords mobile features.
Below are some of new changes, and what to expect.
Ads on Google Maps
Following is a list that covers the latest and greatest features coming to Google. So, you’ll be educated and prepared when AdWords starts shifting, and ready to pounce on the marketing opportunity.
Google’s going to be ramping up its ads on its Google Maps application.
The updated version of Google Maps includes several more local search ads, which will be present in both the mobile and desktop versions.
Google.com itself will also display several more ads than it currently does. What’s nice for those marketing using Google AdWords is that brand logos, as well as company offers, will now be right on the map’s surface and much easier to see.
Plus, if customers click on the logo on the map, they’ll be taken to a local inventory ad format for the business. So not only will your ads be displayed on more apps, they will be much more clear for general marketing.
Doubling Headlines for Better Vision
If you are wondering, “Why Google Maps for more ads?” you are probably not alone. The answer comes from the sheer volume of users—more than a billion.
Within Google, searching for a location makes up about 33% of all the searches present on mobile devices. So Google will be using the location of the user to advertise about businesses that are near the customer while the customer searches for a destination and uses the map.
You’ve probably noticed there are no more right side appearances of Google AdWords.
The desire was to pull the appearance of Google together on all devices, rather than having anything seem broken up or offset. The text ads are now the next things set to evolve.
Headlines will increase to two 30 character headlines, replacing the current 25 character one headline version. Even better for advertisers using Google, Google found that this headline length brought up CTR by nearly a quarter.
There’s going to be an increase in the characters present in the description line as well. Right now, Google AdWords offers two 35-character description lines, which will increase to one 80-character line.
While five characters might not seem like much, the ads are certainly going to be bigger and more noticeable, which seems to promise much more clicks than the current version of Google AdWords
Monitoring In-Store Connections
AdWords brings the capability to measure the conversion from the customer that clicked on your ad in the mobile world to the person physically walking into your store. This prospect, although not completely new, will allow business owners to see how many people searched for your store, clicked on your ad, and then came to your store. While the feature exists, it is not standard, and Google plans to focus on making this capability general to all types of businesses.
Responsive Display Ads
If you are tired of making different ads for all the different formats in existence, you can breathe a sigh of relief. Google will allow you to create an ad that will adapt to the best format for you, depending on where it is being served. From there, all you will need to do is type in a URL, headline, description, and image, and Google will make that ad for you. So, you can kiss your ad headaches goodbye.
Device Bidding Updates
AdWords Bidding will become more user-friendly. You used to have to
setup a desktop bid, and mobile bids could adjust the base bid. And if you had a tablet, you were stuck with the desktop version no matter what. Now, you’ll be able to set bids via mobile, desktop, or tablet freely, and if they become dependent it is based on your choice. You’ll have a lot more control over your bidding.
Google-Centered Innovations
Google is one innovative company, and who can blame them? Their focus on mobile enhancement provides benefits for customers and advertisers alike, and many people are looking forward to the change.
As more people become more reliant on their mobile phones, the shift to mobile-centered features promises Google many happy and grateful consumers and advertisers.
When mobile users are looking for entertainment they often turn to game apps. In 2015, an estimated 41% of all apps downloaded were games.1 However, while a user may be excited about downloading an app, it can soon be forgotten; studies have shown that 1 in 4 installed apps are never used.
For game developers, building a successful business has often depended on an approach of acquiring as many users as possible, then trying to keep them engaged in the game as their interest wanes. While volume is important, it’s more important to find the right kind of user, who’ll open the app and keep on playing. That’s why today, at the Game Developers Conference (GDC), we announced a host of new features in AdWords and AdMob that make it simpler for developers to reach the right users at scale.
Let users try your app before downloading from Google Search We recently introduced Trial Run Ads on the Google Display Network which lets users stream your game from a display ad for your app before they download. In the next few weeks, we’ll extend these ads to search results on Google as a beta for selected U.S. advertisers. With Search Trial Run Ads, when a user searches for a game on Google, they can click ‘Try Now’ from within a search ad and try the app before installing it, similar to streaming apps from organic results. These ads will appear to smartphone users on WiFi, and the user can play for up to 10 minutes, then download the app in full if they choose. This format drives highly qualified users who are more likely to stay engaged with the app after install. Contact your Google representative to learn more about using this new format.
Showcase your game with portrait videos More than 80% of video ad views in mobile apps on the Google Display Network are from devices held vertically, but often, the videos are created for landscape viewing. Over the next few weeks, we’re launching Portrait Video Ads so users have a full-screen, immersive portrait video experience without having to re-orient their device. We’ve seen significant improvement in both click-through and conversion rates from game developers using Portrait Video, resulting in a much lower cost per install and a larger number of downloads.
Promote your app to game-lovers Advertisers have long been able to control who sees their AdWords ads, and in the coming weeks we’ll be launching even finer options to reach high-quality users with Active User Targeting for Games. This new type of targeting for Android apps can show ads to users who have spent more than 30 minutes playing games, or who have played a Google Play Games integrated game in the last 30 days. Game developers can show their ads to game lovers, and combined with other types of targeting, such as a particular game category (e.g., Adventure), they can reach a very precise audience.
Earn money from rewarded ads with AdMob Mediation AdMob helps app developers around the world earn through in-app advertising with best-in-class formats and smart tools to maximize revenue. Increasingly, rewarded advertising is becoming a popular form of game monetization: users are given the choice to engage with ads in exchange for in-app rewards. Today, we’re introducing a way for developers to easily monetize apps with rewarded video ads from a number of ad providers in AdMob Mediation. Supported networks and platforms include AdColony, AppLovin, Chartboost, Fyber, Upsight, and Vungle, with more being added all the time. So if you’re a developer monetizing with these providers, you can easily manage and optimize them through the AdMob interface. It’s part of our ongoing commitment to provide app developers with a first-class mediation solution, and follows our recent launch enabling SDK-less mediation.
We’re working closely with developers to innovate our ad solutions and help them build strong businesses. If you’re a game developer, come and meet with our ads teams at GDC at the Google booth between Wednesday and Friday, to discuss developing great games, growing your user base and earning more money. We’ll have a series of great talks in our booth mini-theater each day, and on Thursday morning we’ll be part of the main GDC sessions, with a discussion on user acquisition and monetization.
You’ve sent out the email invites, put a link on your web site and even made a post on your company blog. That’s plenty of promotion for your upcoming event, right? Not anymore! Lately, I hear more and more event planners becoming increasingly frustrated with event marketing in the web 2.0 landscape. Given the current economy, even savvy event planners are struggling to find sponsors and speakers. Below I will illuminate some best practices for event marketing with a particular focus on Internet marketing and online promotion.
Online promotion is a key aspect to planning an event nowadays. Without online promotion, no-one will know about your event and you will have no registrants, no attendees. This guide will cover event promotion, and provide insights on how to promote events online.
That said, here are some good starting questions to reflect upon:
Who is your target audience (including sponsors)?
Which online channels are they present on?
What is their concern that is being addressed by your event?
Below are the steps to follow in order to expand awareness for your event.
STEP 1: Keyword Research: Find 10 keywords to target. Try to find low competition, high search count keywords utilizing keyword research tools. Ask a web professional to develop a keyword research report for you.
STEP 2: Article Writing: Write 10 articles about your event (1 article around 1 niche keyword) 500 words each and use “Theme” Words.
STEP 3: Tags: Develop 10 Titles and 10 Descriptions for each page, and optimize each page for the search engines. Title can be 65 words or less, but more is okay. Try to include your important keywords in the beginning of the title. Write your event description with your target keywords in mind – not more than 250 characters. Write at least 3 tag keywords for each article. Now that you have a set of Titles, descriptions, keywords, you have a data set to use for social bookmarking submissions, directory submissions and link campaigns.
STEP 4: Event Directories: Go to the event directory web sites below, and register your event. This is a general list widely accepts most events. However, it’s also a good idea to do a Google Search in your town, and find local event directories online for your area. Submitting your event to various event directories doesn’t cost you any $. It only brings new delegates and helps you improve your Search Engine rankings.
Eventful – http://eventful.com Eventful will allow you to search, create, promote and track online events in your local area. Search by location or category to make it easy to find the events you want to attend. You can also keep track of your favorite events by added them to your calendar. Eventful will also all you to create a profile, group, and friends list to stay in touch with family, friends, colleagues or industry leaders. I love this service because they send an email every week to people in your area with the events that are about to happen.
Night Out – https://nightout.com NIGHTOUT has emerged as one of the most innovative and specialized event ticketing platforms on the web today, used by thousands of top event producers, promoters, and venues. This platform can give your event a good deal of exposure.
Meetup – http://www.meetup.com Meetup is probably the most mainstream event website on the web currently. Meetups niche is allowing people to create local groups and “meetup” at local establishments in the area. Their goal is to create an environment that is easy for industry people and groups to meet, interact, discuss, and share topics that matter to them. Create your own MeetUp group or join other groups. Sometimes, if your event is really interesting, administrators of other groups will be happy to pass the word to their members.
CitySearch – http://citysearch.com This local search engine is here to stay. It’s getting very popular and can make your event visible to thousands of people.
Eventbrite – http://EventBrite.com Eventbrite is another popular event site known for their easy to use online ticketing tools. Listing your event here is a smart idea because they have a large presence on the web and come up frequently when people search for local events.
STEP 5: Social Networking: Go to the social networking web sites below, and start generating a buzz around your event. Social Networking sites such as Facebook, LinkedIn offer numerous opportunities to promote any event. You can create & leverage a community (e.g. Facebook Page or LinkedIn Group) to promote an event or a conference. The status messages at these sites (particularly Facebook) can really create a powerful personal buzz & engagement in the target community. Lastly, the core team can use their own network (by sending event invites; e.g. on LinkedIn) to spread the word about the event. *remember to use your target keyword phrases when commenting and using your social network. (use your target keyword phrases!)
LinkedInhttp://www.linkedin.com Let all your contacts know about your event. In addition to that, you can join dozens of business networking groups based out of your city and post your event to their discussion boards.
Facebookhttp://www.facebook.com Use Facebook to find groups and people in your area, and invite them to your event. You can also use Facebook Ads and deliver them to people in a certain location.
STEP 6: Setup Event Blogs: Goto the following sites and setup free blogs. Every Friday, make a 300-500 word post about your upcoming event (use your target keyword phrases!) The blog is a very important part of a successful online marketing strategy. Not necessarily the traditionally-defined blog, but the ‘blog’ that has emerged from within the context of Web 2.0 as it exists today. Whether it’s a pre-event, during the event or post event, you can highly leverage both Blogging & Microblogging (e.g. Twitter). It’s a great idea to launch your event blog (may be even before your conference website) while you are launching the website/microsite for your event. In addition, you can leverage other relevant blogs (create blog badges like Proto did) to promote your events. Live conference blogging is a great tool to create valuable content for event promotion in addition to enriching the experience of the delegates. As a central platform, blog also helps you promote other social media channels & content (e.g. photos, videos, presentations, twitter).
WordPresshttp://www.wordpress.com Starting a wordpress blog about your event is both free and easy. There are thousands of templates out there for word press blogs. Managing the content for an event is extremely easy with WordPress.
HubPageshttp://www.hubpages.com Hubpages is another social network site that allows you to create a content online for free.
Blogger.comhttp://www.blogger.com This is one of the oldest free blog sites where you can post anything about anything. Start a free blog about your event, and post consistent updates 2-3 months prior to your event.
STEP 7: Social Bookmarking: Open up the document you made in Step 2 (10 titles, 10 descriptions, 3 tags each) Setup your free social bookmarking accounts. Every Friday, make a social bookmark using your target keyword phrases. Social networking websites are one of the best ways to promote to people. YouTube.com, Twitter.com, Facebook.com, Gather.com amongst hundreds of other sites are easy ways to generate a lot of buzz quickly. Plus, promoting your event via this outlet is generally free or low cost, so not only will you be able to publicize your event swiftly, but cheaply as well.
Here are the Top Bookmarking Sites
Top 15 Most Popular Social Bookmarking Websites | April 2016
Here are the top 15 Most Popular Social Bookmarking Sites which is a continually updated average of each website’s Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast.“*#*” Denotes an estimate for sites with limited data.
STEP 8: Video Marketing: Create a 30 second-60 second promo video about your event. This can be done easily in Microsoft Powerpoint, or by using Windows Movie Maker. Or you can go get a generic video from a stock video site and then load it in Windows Movie Maker to add a small intro and outro about your event. Video’s are a tremendous boost to search engine rankings, and will contribute to more trust and credibility at your web site. Video Tags, Video Title, and Video Descriptions can all be utilized to maximize your online marketing efforts. One of the benefits of internet advertising as opposed to traditional, physical advertising is the level of interactivity that can be reached at a relatively low cost. Technologies such as Flash have allowed marketing managers to include robust, high-quality audio and video in their advertisements without forcing consumers to suffer through long downloads or install third-party software.
Youtubehttp://www.youtube.com Put a Youtube video on your website about your event, and watch your ranking skyrocket. Another idea is to use Pay Per Click to drive traffic to your video page, which increases your Youtube Views, and your ranks on Youtube Search Engine.
Vimeohttp://www.vimeo.com Vimeo is a high quality HD video site that has been gaining popularity rapidly, especially in the film world.
Google Videoshttp://video.google.com Videos are excellent for helping boost organic rankings for your event pages. Upload your event related snippets to a free Google Videos Account and watch your traffic levels!
STEP 9: Online Press Releases: Online PR enables you to directly reach out to global audience but also help you increase your Search Engine rankings. Writing press releases and distributing them to television and radio stations, websites, specialized magazines, and newspapers is a great way to get your event promoted to a larger audience. Depending on whether or not your event is more localized or on a national or international level will determine which media to contact, but regardless of who it is it is a great way to have people read about your event. In addition to sending out press releases to the media, it is also a good idea to invite journalists to the event so that they can report on it and your event can receive publicity afterward.
STEP 10: CRAIGSLIST: Create a few posts on Craiglist and give away tickets with a coupon code. This is a particularly effective tactic because it drives groups of people to the event website, and expands awareness for the event via word of mouth.
STEP 11: Listing in Community Newspapers and Websites In addition to writing press releases and contacting media for publicity, simply listing your event in the “Community Events” section of local newspapers and on community websites is an effective way to reach your audience. Many people tend to read the “Events” section to quickly see what is going on and so this strategy works very well. Don’t be afraid to contact local newspapers and other publications to inform them about your event. In most cases, they will find this information useful and relevant, and they’ll be happy to share it with their readers. Journalists love writing about current events in the community.
STEP 12: Mailers: Sending event invites with postcard mailers is still a viable means of spreading the word about your event. However, more than the message, it’s the database of the recipients, which determines the success or failure of your email campaign. While signing up for media partners (who promise to send your event mailer to their database), don’t just be enticed by the volume of their database – relevancy of their member base is much more important. Sending your mailer to the wrong audience can be a huge waste of time and money. Consider an urgency angle with your advertising, for example, consider these two headlines: ‘MY EVENT’ or ‘7 Days to MYEVENT- Join Now!’ (can you guess which ROI is better?)
STEP 13: Leveraging Content (Photos, Presentations, and Videos etc): Even today, most of the events don’t last beyond the day on which they happen. As such, there is an amazing opportunity to leverage the event content (in the form of session takeaways (an important reason for live blogging), photos, presentations, videos) to promote the event & the organizer’s brand – this can significantly contribute to the next year’s conference or other conferences by the same organizer. So, please plan to capture and use the wealth of content which gets created during the event. For e.g. Social Media Channels – Speaker Presentations, Event Photo Galleries, Session Videos have driven thousands of views for various events.
STEP 14: Sponsors The relationship with your sponsors is incredibly important when organizing a good event. While you help your sponsors by promoting them to your event attendees, they can also assist in promoting your event. This can be done on their website, in store by displaying fliers and posters, and even through their newsletters and mailings. Sponsorship is a two way street and can be very effective in promoting your event to people that would be interested in attending.
STEP 15: Word of Mouth Simply put, talk about your event with others. Information spreads rapidly through people talking with each other. Individuals are more likely to attend an event if their friend is going and speaks highly of it. It is important to make your event sound interesting and unique when talking about it with others so that they will in turn pass the information along and get more people to want to come to the competition. “Word of mouth” marketing, i.e. the water cooler effect, is very poweful and is often ignored during event planning. If an influential person at a company or in a group likes something, they will tell their friends. So, create ways to influence the influencer. Reach employees while they are at work with special offers for entertainment events looking to move distressed inventory or special VIP packages. One common influencer strategy is to host a group of our most influential customers and treat them to the event for free during the early stages of the event and an off night where the tickets would have gone dead anyway. By turning what would have been a lost opportunity (a seat that would not sell) into a marketing tool, you have the opportunity to influence many influencers who then share their experience with employees at their corporation or group, thereby generating word of mouth publicity.
STEP 16: Email Signature: Update your email signature to include a blurb and a link to the event (especially effective for the sales and marketing folks)
STEP 17: Email Auto Responses: You’re going to be out of the office this week, but still need a few more registrants. How about adding a link to your email auto response? Something to the tune of “I am currently out of the office and will return Friday 5/4. I hope you can join us on May 8 for our upcoming Webinar titled “How to Create a Successful Email Campaign.” Register Today!”
STEP 18: Vanity URLs: If the URL for your event registration is long and confusing, create a short “vanity” URL that will redirect people. Make it something you can easily write down if you want to jot it on a business card, flyer, napkin, etc.. Traditional media (including a pen and paper!) can still work in your favor even if it’s an online event
STEP 19: RSS Feeds: You’ve added a post to your blog about the upcoming webinar or event, but consider adding an extra push just to the RSS feed as the event gets closer.
STEP 20: Instant Messenger: Love it or hate it, instant messengers exist in the workplace. Make yours work for you by adding a short promo in your “status” message.
STEP 21: Find People with Lists: I can guarantee that there are at least 100 people in your area that have email lists of other people in your area. Offer them an incentive –sometimes it’s not even necessary, and ask them to let people know about your event through a blog post, a short announcement in their newsletters or a simple email. Offer them a small incentive, like a free ticket perhaps.
STEP 22: Do a Google Search: If you live in New York, search on Google for “New York Events”. There are hundreds of niche-websites that revolve around events in local area; they can give your event great exposure. Try these as well:
STEP 23: Event Posters: Get signs or banners up at the venue space. Posters should match all direct mail on online media
STEP 24: Print up invite cards, or ticket: A hard copy on paper works the best. “You are invited” or “VIP Invite” Email invites can supplement your efforts.
STEP 25: Sponsor Mini Events: One cost-effective way to raise awareness about your event is to simply go on-site to organizations and companies and create a fun afternoon focused on the events you promote. Raffle off tickets to the events to generate awareness amongst hundreds or thousands of potential consumers.
STEP 26: Event Evangelism: When talking about your event to potential buyers, talk about the experience they’re going to have as opposed to standard promotional talk. Many times you will need to completely re-write copy given to to you from the event because you want it to talk to the customer in a way that helps them understand the experience. Customise the copy to talk to the target audience-get inside the conversation in their head. For example, if your event promotes a Broadway star who isn’t in the mainstream media, you might consider shifting your focus to place more attention on the storyline if the crowd isn’t theater savvy. You should remember that interest and attendance is really driven by demand. Don’t get wrapped up with thinking the event is “great” and then not understanding why no-one is coming to it. Another really good approach if it is an event that is going on over many weeks or more or one that may be yearly is to survey the audience and understand clearly what folks like and what they don’t. Have the objective to really understand the demographics of the people who respond positively and negatively so you can constantly tweak marketing to focus on the people who are most likely to show up. Most events have a budget and large or small, a focused approach using data and analysis will help maximize the marketing dollars spent. The above is mostly for longer running events, but there are ways to adapt the above to a one-day or shorter event. To do that, you want to generate word-of-mouth selling around the anticipation of the event or the “buzz” of the event. This is a tougher as you are relying on the event topic or presenter to hold the event. Bottom line you should try to spend the time really creating the value proposition and focusing intently on your target audience.
It is important to remember that while these all are very effective ways to promote your events, it is usually necessary to mix these tactics to reach your target audience. Also, be sure your event software has promotion tools like email marketing to previous attendees. I hope this guide to event marketing online has helped you develop a better understanding of event marketing and promotion.
People constantly move between devices throughout the day — reading breaking news on their smartphone, watching a viral video on their tablet, or researching a beach vacation on their laptop. This creates a challenge for marketers: how do you find the right person at the right moment? Google’s audience solutions help marketers reach people based on the things that matter to them using insights from millions of websites and apps on the Google Display Network and billions of daily video views on YouTube. Whether you’re a business looking to build your brand or drive sales, we can help you deliver relevant messages to people at each stage of the path to purchase. Here’s how businesses can find the right audience with Google display and video ads:
Demographics – Reach customers within demographic groups you choose — including age, gender, and parental status. For example, a brand running a promotion for back-to-school backpacks can reach moms 25-34 years old.
Affinity audiences – Drive brand awareness and engagement by reaching people who have interests relevant to your brand. For example, a sportswear brand can reach outdoor enthusiasts to announce its new line of hiking apparel.
Custom affinity audiences – Drive consideration with an audience tailored precisely for your business. For example, a company that produces a soccer video game can reach fans of specific soccer clubs.
In-market audiences – Drive qualified traffic by reaching customers actively researching and intending to make a purchase. For example, a consumer electronics manufacturer can reach customers actively shopping for cameras.
Each month, AdWords advertisers worldwide run hundreds of thousands of campaigns using these audience solutions. Ford New Zealand, one of these advertisers, used Google’s audiences to drive more car shoppers to its website. Ford wanted to reach auto enthusiasts and raise brand awareness for its vehicles, so it used affinity audiences. The automaker also wanted to reach individuals actively researching and considering the purchase of a new vehicle, so it used in-market audiences. By using these solutions as well as dynamic remarketing, Ford drove a 60% increase in site visitors and tripled the amount of time spent on its site.
“Google’s audiences let us reach customers at each stage of the path to purchase, which helped us drive more qualified customers to our website and increase leads,” said Ford New Zealand’s general manager of marketing, Cameron Thomas. Read more here.
Marketers can achieve results like these because of three things unique to Google:
1. Deep consumer insights based on many touchpoints Google’s audiences are built using data from millions of websites and apps — including properties like YouTube that reach over a billion users. This gives us a wide range of contexts — reading hotel reviews, browsing homes on a real estate app, watching car videos, and more — to understand what people care about. Users can control their experience so they’re more likely to see useful, relevant ads.
2. Ability to distinguish between people’s passions and purchase intent We classify the millions of websites and apps on the GDN using machine learning, separating those that indicate “passion” from those that indicate “intent.” This enables you to connect with customers at the right stage of the path to purchase based on the types of websites and apps people visit. For example, if you’re an electronics brand looking to drive awareness, you may want to reach people who browse electronics blogs and videos to satisfy their passion for gadgets. But if your goal is to drive sales, you may want to reach people who are researching high-definition televisions on price comparison websites.
3. Real-time data that’s always fresh AdWords updates audiences in real-time, adding new information each time an ad is shown and removing information that no longer reflects people’s current interests. This is important for your ads’ performance, since a person who shops for a plane ticket today may no longer need one tomorrow. Or a person who is an aspiring chef this winter may find a new all-consuming passion for the outdoors in the spring.
To help even more marketers reach their audiences, we’ve also made these solutions available globally on YouTube and DoubleClick. Whether your goal is building your brand or driving sales, Google’s audiences help you reach the right people at the right moment across millions of websites and apps.
Your logo should grab your customer’s attention with color and design. Get a logo from Search Engine Pros and make your business memorable. A professional logo will help you stand out from the competition. Search Engine Pros will help you kick your design from 1999!
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A high-resolution JPEG
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Add it to t-shirts, jerseys, aprons, or any other apparel.
Have you ever wanted to make changes to your AdWords campaigns, but wanted to understand whether those changes will help you reach your business goals? Over the next few weeks, we’re rolling out campaign drafts and experiments to help you test changes to your campaigns, easily measure results, and apply the changes that are working well for your business.
Use drafts to stage your changes
Drafts let you prepare and review multiple changes to an existing campaign before implementing them. For example, let’s say you want to increase mobile bids for ad groups with strong mobile conversion rates. You can create a draft of your campaign and set different mobile bid adjustments for those ad groups — without impacting your campaign. If you’re happy with the changes in your draft, you can apply them directly to your original campaign.
But how do you know if those mobile bid adjustments will help you reach your business goals?
Run an experiment
Experiments let you test changes to your campaigns in a controlled environment. Let’s say you want to see how your new mobile bid adjustments perform compared to your original settings. First, create a draft with your new mobile bid adjustments. Then, create an experiment from that draft to test those changes against your current bidding strategy. You decide how much traffic (and budget) to split between your experiment and the original campaign, and how long you’d like the experiment to run.
Measure your results
An essential part of running a successful experiment is understanding how your changes are impacting your business goals. For example, measuring the uplift in conversions can help you understand whether your new mobile bid adjustments are resulting in a better return on investment.
With campaign drafts and experiments, you can monitor results in two convenient ways to understand whether your experiment is driving the desired outcome:
Compare performance with the reporting scorecard. The performance scorecard has icons that highlight whether the experiment’s metrics are higher or lower than the original campaign, and whether or not the differences are statistically significant.
Evaluate ad group level performance for deeper insights. Sometimes individual ad groups are responsible for significant shifts in overall campaign performance. Monitor ad group-level metrics to understand how each ad group is impacting your campaign.
If you’re happy with the results of your experiment, you can quickly apply the changes from your experiment to your original campaign, or convert your experiment into a brand new campaign.
Testing with success
Customers like Red Ventures and The Honest Company are using campaign drafts and experiments to test and apply new campaign strategies at scale.
“Campaign drafts and experiments have revolutionized testing for our Fortune 500 clients. The tool streamlines the test creation, analysis, and implementation process. We can now launch more powerful tests in a fraction of the time that it took to manually duplicate campaigns and ad groups. The new scorecard allows you to confidently measure the impact of your tests and implement them in a single click if they’re successful.” – Jeremy Mayes, Vice President of Marketing, Red Ventures
“We have multiple conversion types with varying levels of customer lifetime value. Campaign drafts and experiments let us test new bidding strategies with a quarter of our campaign traffic, and the reporting scorecard let us easily measure the impact on the different types of conversion values. In the past, a test like this would require massive changes to the account. The new streamlined process lets us quickly test new bidding strategies until we find the one that best fits our complex business model.” – Josh Franklin, Search Account Manager, The Honest Company
It’s easy to get overwhelmed by the cornucopia of online marketing options available today. The truth is that a well thought-out and carefully implemented online marketing plan can open a business to a new stream of prospective customers, drive leads to a website and motivate increased sales. With that in mind, here are six search marketing strategies to be thankful for this Thanksgiving:
Event Marketing: Whether your business is holding a holiday sale or sponsoring a major conference, there is no better way to attract attention than online event marketing. Target a potential audience online and get them excited about your event.
Local Search: If your business caters to a particular geographic area, use local search strategies to become the big fish in your small pond. When customers in your target area search for a business or services similar to yours, your company should be at the top of their results.
SEO Marketing: Search engine optimization (SEO) studies how search engines rank their results and implements strategies to maximize exposure through this means. SEO marketing encompasses blogs, newsletters, website copy and design, and social media to drive higher rankings and awareness.
WordPress CMS: Efficiently manage your online content using WordPress CMS(Content Management System), which offers one convenient location for organizing web pages, blog content, and search marketing. WordPress Plugins allow you to easily extend the features and functionality of your blog or website. Thousands of customization options allow you to improve your search engine optimization, develop a client portal for private information, and add display features such as widgets or navigation bars.
Google Marketing: There are many ways to use Google’s SEO toolsto increase your online visibility. Your business can run Google ads which are only shown to people who are searching for exactly what your company offers. It’s a great way to get big budget results with small budget costs.
Social Media: All of your prospects and customers are already using Facebook, Twitter, YouTube and other social media platforms every day. Your company can utilize social media marketing to engage with them every time they are online and become part of the conversation.
Your online marketing planneeds to take advantage of the most effective marketing tactics, and know which to gracefully avoid. Contact Search Engine Pros at 800-605-4988 and find out how wecan help your business compete more effectively online.
Santa Barbara marketing firm with 100’s of testimonials…
If you are looking for Santa Barbara marketing services, Search Engine Pros are a local Santa Barbara marketing agency that helps local businesses generate awareness for their products and services. This article submits a few reasons why it is critical to start marketing your Santa Barbara, Ca web site.
1. Over 81% of consumers are now making purchasing decisions online. What that means to small businesses marketing Santa Barbara, Ca web sites is that this work is no longer optional. It’s critical to find someone you can trust to help with online target marketing.
2. Higher traffic levels means more phone calls. More phone calls means more sales. More sales means more love and happiness. Well not exactly but you get the point. End result? A bigger bottom line and more revenue for your company. That’s what online target marketing is all about. Marketing Santa Barbara, Ca web sites is crucial in today’s fast moving e-business climate.
3. Marketing Santa Barbara, Ca web sites is an excellent idea because of the potential for recouping dollars spent on building traffic. Web marketing and seo are a long term investment. What is the first thing an investor considers when buying a web site? The traffic levels!
Google’s mission is to organize the world’s information and make it universally accessible and useful. The SEO’s mission is to organize the client’s information and make it robotically accessible and profitable.
SEO is broken into two distinct buckets: “on page” factors and “off page” factors. On page factors include such items as: a website’s crawl-ability, internal linking, keyword selection and placement, meta tags, etc. Off page factors (which are far more important) include building link popularity (inbound links) into your website. There are over 250 factors that determine whether your website will rank on high on Google.
Marketing Santa Barbara, CA web sites via article marketing is likely to be one of the best strategies you can pursue. Article marketing is often referred to as educational marketing. If you have been looking into web site marketing, Santa Barbara, Ca – Search Engine Pros can help.
It’s summer in California and who wants to spend time worrying about websites when there is so much else to do? You’ve got Father’s Day, graduations, weddings, and backyard barbeques. But your web marketing strategy can’t wait until September unless you don’t mind letting your competitors steal all your customers! As a web marketing agency, Search Engine Pros develops websites that work hard all year long. Here are six things you can do this summer to improve your website performance and attract more customers:
Know Your Keywords: This is a crucial factor in search marketing Research your top ten keywords and provide title tags that include these words. This one step alone will capture the attention of the search engine “robots,” and could propel your site up the search engine rankings.
Update Your Content: Nothing kills rankings faster than stale, outdated content. Your SEO marketing strategy must include a constant stream of educational, topical, relevant information.
Use Great Photos: The old saying “a picture is worth a thousand words” is especially applicable with online marketing. Website visitors decide in seconds whether a site is worth perusing. Grab their attention and tell your story with dynamic photos, and they won’t be inclined to leave.
Build Inbound Links: Word-of-mouth and referrals are still two powerful means of attracting prospects. One sure way to build “authority” is to have other sites link to yours. Part of your marketing plan should include promoting non-competitive businesses on your site, and reaching out to them to reciprocate. It builds awareness for both companies, and helps each reach a new audience.
Offer Something: You never want to have someone visit your site and leave without making some type of connection. Your website should include a way to engage prospects and build that relationship. This could include an informational newsletter, a download of a “Top 10” regarding something that is pertinent to your business, a white paper, or some type of free sample or demonstration.
Make it Mobile: More and more consumers are using smartphones and mobile devices to search online. Top web design practices demand websites that are functional across all digital devices.
Your website is a strategic part of your online marketing plan. Spend some time this summer making sure yours is working hard, or contact Search Engine Pros and ask about our web marketing services.
Need help with your Santa Barbara social media marketing strategy?
Consumers now co-author the stories brands’ tell. Push is now pull and monologue is now dialogue.
Social Media is the newer, better, faster way to reach customers.
To grow your presence on the web, you need a smart social media marketing strategy. Many folks are turning to online marketing platforms to grow their business because over 81% of buyers make purchasing decisions online. As the web has grown and Google has become more sophisticated, the field of SEO (Search Engine Optimization) has been merging with social media marketing, as well as traditional marketing, with emphasis on branding, framing, story telling, user engagement, viral marketing, and public relations. For example, Google is now crawling the Facebook Fan pages, which means that the words you use on social media have an impact on your SEO.
Did you know that the fastest growing demographic on Facebook is 40-60 years old? In the old days, we used to network in the coffee shops, nowadays, it’s all happening on social media sites. Social media sites are like personal newspapers of people’s lives. Some call it “lifestreaming”.
Smart companies are building massive emotional equity with social media sites. Educational marketing on these social sites, if executed properly (value adds, not pitches), will significantly boost your income.
Permission based marketing is more important than ever today. Boost your “likes’ and your “followers”, and you’ll boost your sales and profits.
Someone with experience in SEO, is someone who understands how people search for information (on the web and in other ways) and ensures that they or their clients are visible in the unpaid (organic) listings. A social media marketer is someone that ensures your business presence stays top of mind on social sites like Facebook, Twitter and Linkedin.
Get people to know, like & trust you!
Q: Does a Santa Barbara social media marketing firm help with maintaining my Local Listings?
A: Santa Barbara social media marketing firms in general do not help with local listings. However, at Search Engine Pros, WE DO! Your social media manager will help build positive content on your local sites such as Google Local, Yelp and many others. Local Search enables users to find businesses and services within a specific geographic region. A Local Search Listing gives your business instant locally targeted exposure online. It’s important for your business to find a smart Santa Barbara social media manager that knows how to create and submit your Local Profile live to Google Maps, Yahoo Local Listings, Bing and YellowPages.com –many Santa Barbara social media manager falls short here. Submitting to local sites will help your business tap into local search engine traffic and deliver more potential customers in your local area. Local Search Optimization is an ongoing tasks that takes many months to start generating traction. In our Santa Barbara social media workshop, business owners report that the day they got into the number ranks on Google Plus Local was the day everything changed, and they started getting 5-10 calls per day.
Q: Does a Santa Barbara social media marketing firm help create social sites?
A. Yes. Your Santa Barbara social media manager will also help you create and optimize Social Sites like Facebook. There are a number of other social websites that your social media manager can create. By optimizing your content, you tell search engines which keywords are important to you. Search engines can only give your web page a high ranking for a certain keyword if your web page is relevant to that keyword. Make sure you have your target keywords in your titles, h1 tags, page URLs, metas, body area, breadcrumbs, and image alt tags.
Facebook and Twitter are in many respects becoming more important than your actual company web site these days. As search engine specialists, we’re helping you in a unique way with your social media strategy. We’re different because we think from the search engines perspective, and we know that it’s not enough to just have a compelling copy. Marketers create compelling copy. Create compelling copy that is optimized for both humans AND the search engines.
Q: Do Santa Barbara social media marketing campaigns increase the number of friends I have on Facebook and Twitter?
A. Yes. Your social media manager connects you to centers of influence in your industry, and adds value to them by retweeting their articles and doing other value adds. More twitter followers means more brand visibility and traffic. Your Social Media Manager posts niche related news articles on your twitter for you. More tweets = more viewership and traffic. Need to add Facebook Friends? No problem, we’ve got you covered. More facebook friends = more viewership and traffic.
Q: Do Santa Barbara social media marketing campaigns include DIGGS?
A. Yes. Your Social Media Manager will DIGG Your articles. Diggs are the most popular social bookmarks to have on your article. Digg.com is one of the social bookmarking sites that search engines pay attention to the most. They increase the popularity of your article which in turn increases rankings.
Q: Do Santa Barbara social media marketing campaigns include YOUTUBE optimization?
A. Yes, your Santa Barbara social media marketing manager will help you get more views and make comments on your Youtube Videos. Youtube is the 2nd largest search engine behind Google, and more Youtube votes increases your rankings in the Youtube Search Engine. This will in turn increase the popularity of your video and help to increase rankings.
Successful websites launch with 100 helpful articles In order to rank well on the internet’s largest search engines, you site must contain informative, original content that contains the relevant keywords from which you’d like to capture traffic. Part of the success of your business depends on your ability to generate top ranks on Google and other major search engines.
Get an entire marketing department for the price of a part time employee!
Step 1. Design a web site that captivates, informs and motivates your target audience to take action. Step 2. Develop an annual content publishing plan detailing specific steps to success. Step 3. Delegate execution of the plan to a team that delivers a true return on investment.
Ready to get started? Inquire with Search Engine Pros today – your Santa Barbara Social Media Experts.
