Businesses and consumers rely heavily on the internet for decision making when it comes to partnerships and purchases. At the same time, businesses use the internet to reach their target audience and promote their business. Google Ads help businesses digitally reach that desired target audience through their SERP advertising and gain measurable results from it.
Google Ads raises awareness by putting your brand in front of other consumers who are searching using keywords relevant to your business.
A feature that Google Ads has that can help your SEO strategy is testing keywords in order to see if conversions derive from them. After that, you can use that data to improve your SEO strategy and make sure you’re using keywords that will produce results once your website is optimized.
Using Google Ads remarketing ads process consists of categorizing audiences based off of what source they went through to get to your site and targeting them through the Google Display Network.
With an Ads share report, you’ll see how many times your competitor outranks you on Google. By choosing “Target Outrank,” you can adjust your bid in order to outrank the competition.
The Enhanced Cost Per Click strategy on Ads adjusts your bid based on the previous conversion data and other insights such as location, device, browser, time of day and week that potential consumers engage with your ads.
Google Ads provides many PPC metrics that allow you to measure what strategy has been working and what does not. From here, you can determine which campaigns to proceed with and which to turn off. Google Ads is also pretty scalable, considering the fact that it does not require excess effort to get leads. If you create a campaign that’s converting at a good rate, you can increase your budget, which can result in increased leads and profits.
Google Ads has the flexibility of hyper-targeting the audience you want to reach. For instance, you can specify keyword match types, use ad extensions, access non-search users with Youtube and Gmail Ads, leverage the display network, and narrow down the audience by location, time of day, language, browser or device.
A perk of Google Ads is not having to wait long to see results. Putting resources into your Google Ad campaign will bring you impressions and clicks instantaneously. Since it’s so fast, you can test certain keywords or audiences to see if they’re worth pursuing in your SEO strategy.
Google seamlessly combines your advertising needs into one platform. Google also suggests how to adjust your spending on ads based on Google’s observations of their performance.
Taking over SERPS: Google prioritizes Google Ads over organic results since they fall under the same umbrella. Once you start your PPC campaign, you will be able to get your ads high up on SERP, where they have a higher chance of getting clicked.
Many small businesses operate with a restrictive budget, so they want to make sure they’re investing their money into something that will produce results. Adopting Google Ads into your digital marketing strategy will allow you to allocate your spending as you please with no minimum investment or monthly ad spend.
They call it “pay-per-click” because that’s exactly what you’re doing. Google Ads also tracks who has been clicking your ads but not converting, to see how you can adjust your ads.
Google is everyone’s go-to for just about everything. If someone takes their time out to search for something, chances are they are ready to buy, which is a perfect time to place your ad in front of their face.
Global paid search spending has been increasing exponentially and much online revenue is made based off search ad impressions that your competitors are using. If the competition is using Google Ads, it’s definitely something worth looking into.
Google has such a massive reach and pretty much provides the answer to everything online, so why wouldn’t you want your business advertised on their platform?
If you’re ready to set up Google Ads for your business, feel free to contact us and we’d be happy to assist you!
Online reviews can make or break your business. Companies are relying on social media and online review outlets to inform the public on their services, connect with current and prospective consumers and spread the good word about their business.
Unfortunately, people tend to post reviews if they’ve had a really bad experience or a really good one. The consumers who have had an okay experience don’t usually take the time to leave a review. This audience is the largest and needs some extra encouragement to leave an organic and positive review. So how do we tap into this group? Here are our recommendations:
Offer a discount or monetary reward based on referrals. Word-of-mouth is an incredibly powerful method of communication. With a referral program, people tend to speak more favorably about your company in order to get that referral – and the reward that’s attached to it.
It’s important to keep your audience up-to-date with new innovations being made, new products or services being offered, and promotions and specials. Newsletters let consumers know you care about your relationship with them and want to keep them in the loop. It is best practice to send these out, at a minimum, on a quarterly basis. Sending out too many emails will categorize you as spammy and will wind up costing you business.
Generally, the most popular sites for reviews are Facebook, Google and Yelp. Depending on the nature of your business, other review sites may be more relevant. Create a CTA to request reviews with a link to each outlet noted on the footer of any digital correspondence you have with you customers, such as emails or online receipts, so your customers can easily take the next step.
It’s important to keep up with reviews and respond in a timely manner. Make sure to thank customers for taking the time to leave a review. And never ignore the negative. Failure to respond to negative reviews only makes your company appear dismissive. Not sure how to respond to a negative review? Here’s a simple guide:
Read. Make sure you have a solid understanding of the customer’s problem. You’ll only make matters worse by missing the point your customer is trying to make.
Resolve. Find a solution for their problem, and if you don’t have one, let them know you’re working hard to solve it.
Record. Jot down these details to help improve your business practices and prevent this type of problem in the future.
Many times, bad reviews are the result of the customer not having the right information. Creating a FAQ page customers can easily access on your website will help prevent common minor issues people may encounter with your product and or service. If there is a solution already presented at their fingertips, they won’t need to leave a review about what happened. Also, if they have any doubts about your products or services, your FAQ page will answer those questions.
Reputation management software takes control and monitors your online reputation. For example, if a negative comment is posted, you’ll quickly receive an alert, so you can go nip it in the bud, helping you to be responsive in a timely manner. It’s hard to keep up with every review posted, but reputation management software will help address them quickly and effectively. Podium is a great software that we recommend for you to use in order to manage reviews.
This doesn’t mean just ask your customers for a review. You want to ask them at the right moment. If you ask at the wrong time, you may come off as pushy and get a negative review instead. After a customer enjoys a positive experience, you can have them fill out a survey/review form immediately. Leaving a positive post on social media is another good opportunity to ask. And if your service is subscription-based, you can insert a form to leave a review in your renewal letters. This also works for people who decide to re-purchase your products. When prompting your customer to leave a good review, make sure the language is casual, relaxed, and friendly.
Numbers are important
The ultimate goal is to get as many reviews as possible. For instance, if you have ten reviews with eight of them being good and two of them being not-so-good, you’re still in a good position.
Good reviews make for great shareable content. Share your positive testimonials people post on social media. Share positive reviews with your target audience, so your target audience doesn’t have to go looking for them.
Ultimately, the greatest advertising is a great product. If your company is constantly providing exceptional products and services, there really shouldn’t be a reason for anyone to leave a bad review. Make sure customer service is always available for consumers, ready to help and constantly remind them that you care about their experience.
Quick recap: Gaining positive online customer reviews are not only dependent on your services being good but the way you communicate and connect with your consumers to leave a good review in the first place. If there are any questions or professional assistance needed in forming a social remediation strategy, feel free to contact us!
When companies face the challenge of reaching new customers and markets, it’s best to consider a new branding position to drive growth. Brand positioning provides persuasive methods your business development team needs in order to cultivate and close out sales. Today you’ll learn how to create a brand positioning statement. First, though, we must understand the key aspects of it.
Account planners help make sure the brand is properly positioned. They must carve out a position that no other brand can occupy.
When creating your brand positioning, it must be something that the consumer wants, thinks is special, and the brand must live up to it and maintain that vision. It is also crucial to use brand positioning to turn a consumer’s wants into a need.
When finding your target market, you must think about who you want your brand to reach, business and consumer wise. Create a brand persona, where you create fictional characters based on real aspects of your customer base. With that being said, paint a picture of who you’re targeting, understand their mindset or motivation, and define them in a way that helps the brand position themselves differently than others. The more detailed your analysis can be, the better.
Key advice: Research is vital when identifying your target market. For instance, we might initially believe that Demo A is perfect for our new brand of widget, but after doing some market research, we learn it’s Demo B. The only way we’ll learn this, though, is by doing the research.
Another key aspect is to know where your brand stands category-wise and who the brand must compete against to win market share. These things may change over time, which is why it is best to stay updated with market trends.
Think about what the consumer takes away from your brand positioning. The big idea is to get the target market to see the brand the same way that the company sees the brand. Make sure your brand positioning is compelling and distinct – so unique you can’t substitute your brand name with another. What is something that you can confidently provide to consumers that no other brand can provide or replicate?
Explain the brand and product attributes that benefit the consumer and make sure it’s not only fact-based and compelling but also understandable and believable for consumers. Provide evidence for the claims made and show your process or share data and statistics to ensure legitimacy.
To (ie: Target Consumer)_________________. *Brand X* is the (Frame of Reference)_____________that (Rational/Emotional Benefit Promise) _______________.
That’s because *Brand X* is (Reason to Believe) ____________.
Now that you see how things are laid out, let’s look more in depth about how you can easily fill in those blanks!
To businesses looking to expand their growth and sales through digital advertising. Boxcar Creative is the full-service digital advertising agency that treats their client relationships like partnerships. That’s because Boxcar Creative is committed to providing top-notch services to their clients.
When editing, make sure that you are writing your statement correctly. A brand positioning statement should not sound like a slogan, tagline or pitch, but as a belief of who you are and what you want to be.
After answering all of these questions, I hope that you’ve revised your draft and now have a flawless brand positioning statement!
If you are interested in achieving the best brand positioning in the marketplace, it’s essential to do a full brand audit. We’d be happy to help you take your company to new heights! Feel free to drop us line on our contact page if you’re interested.
As marketing continuously becomes more and more focused online, it’s important to be equipped with a digital agency or marketing team that will drive your business in the best direction with experience and knowledge. We believe investing in the right team can make or break your success.
There are definitely a variety of structures that have proven to be successful. Sometimes responsibilities may be divided or combined resulting in more or less roles depending on the amount of work that needs to be done. For our purposes, here is an outline of what a digital agency marketing all-star team would look like:
Driving traffic and finding people in need of a particular solution is this person’s passion. This team member oversees all of the inbound marketing campaigns and strategies and is the SEO, SEM and Social Media expert in the office. If you didn’t know, SEO is an extremely important aspect of online marketing. Having this person on your team will ensure that your site, blog, and other aspects of online marketing are optimized to rank as high as possible. As you know, social media is certainly linked to digital marketing, so it’s definitely wise to put someone in-charge of all things social. Facebook, Twitter, LinkedIn, Instagram, etcetera — it’s this person’s job is to make sure that you’re not only posting the most relevant content, but engaging with followers.
Digital graphic designers are technically-savvy individuals who use their creative abilities to inspire the creation of digital design. They produce the design and production for websites, product graphics, web logos, social media graphics and banners, static and rich banner ads, email campaigns, and email templates. Not only should the designs that are created by this person be aesthetically appealing, but they should also be functional. Before hiring someone for this position, be sure you ask to review their portfolio to ensure that your taste in design are aligned.
Coding is probably one of the most tedious and challenging tasks involved in digital marketing. This is the team member that brings the approved designs to life! This position includes building responsive websites and landing pages, coding the HTML for email campaigns, implementing that JavaScript code to record the event in web analytics. These tasks require highly specified knowledge and experience to perform.
Your director of creative strategy should be a part of the day-to-day oversight of all creative executions but also be able to deal with challenges as they arise. The leader of your creative team is the glue which holds all of the creative brand touch points together.
While most of the time team members are able to work with a lot of autonomy, you need to have a someone in charge with a vigilant eye over every team member’s work and timelines. This digital web chief should be a great communicator, organized, and able to schedule meetings and follow up to ensure everyone is on the same page.
Account Management guides and develops digital marketing programs, provides strategically sound solutions to business objectives. Your digital account manager maintains deep knowledge of your business, your industry and your business’ competition and is ultimately responsible for the overall success of all initiatives.
Now that you understand the roles that make up a digital agency, do you have a team equipped to handle advertising in the digital age? If not, we can help! Here at Boxcar Creative, digital marketing is our speciality. From web design to paid search and social campaigns, we’ve got you covered. Feel free to shoot us a line on our contact page if you’re interested.