Paid Search – Mid-West Digital Marketing https://midwestdigitalmarketing.com Thu, 26 Jul 2018 14:20:21 +0000 en-US hourly 1 75379469 Black Friday: Not Just For Brick & Mortar Stores https://midwestdigitalmarketing.com/2014/11/black-friday-just-brick-mortar-stores/ https://midwestdigitalmarketing.com/2014/11/black-friday-just-brick-mortar-stores/#respond Mon, 24 Nov 2014 15:55:09 +0000 https://midwestdigitalmarketing.com/?p=2864 OMG! #BlackFriday is not just for Brick & Mortar Stores anymore Well, that is something we have all known for a while, but it has gotten REALLY big this year. If you have been watching television at all in the last 30 days, you probably have seen an ad or two (or five) talking about... Read more »

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OMG! #BlackFriday is not just for Brick & Mortar Stores anymore

Well, that is something we have all known for a while, but it has gotten REALLY big this year.

Black-Friday-Holiday-Shopping

If you have been watching television at all in the last 30 days, you probably have seen an ad or two (or five) talking about Black Friday Deals. Several things that may have popped out at you as these ads emitted from your TV – Black Friday has become more than just one day of shopping after Thanksgiving and Black Friday seems to be more than just your usual retailers selling toys, clothes and other such stuff for the Christmas gift-giving season.

So what are you doing to promote Black Friday for your online business?

If you are an e-commerce website, do you have a Google Merchant Account? Are you using Google Shopping or any other comparison shopping engines? And most important are you using Google Product Listing Ads, which appear in the Google Search Engine result pages? It may be too late for the 2014 Black Friday/Cyber Monday Shopping extravaganza, but it is not too late to be planning for 2015. To be successful requires planning, strategy and a lot of attention to detail, something I recently talked about!

“What?”, you say. You are not an e-commerce website, and Black Friday really does not affect you and your business? Let me tell you, the automakers did not get that memo! Car dealers have been promoting Black Friday deals all month and they have been selling more cars because of it. Home remodelers, carpet cleaners, HVAC contractors, even restaurants have jumped on the Black Friday band wagon in some form or another. So how do you spread the word? And what can you do now?

First, do you have a Google AdWords account that is up and running? If your answer is YES, that is a good thing. Second, do you have a campaign dedicated to your Brand name? Extra brownie points if your answer is YES. Now comes the good part, SITELINK EXTENSIONS. Without a whole lot of extra work with the potential of a whole lot of return, not to mention a boost in Quality Score, adding Sitelinks to your existing ads driving visitors deeper into your website and specials you may have for this holiday season get you some boost to your 4th quarter.

Planning, Strategies and Goals – the building blocks of success.

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Google AdWords: Ad Extensions https://midwestdigitalmarketing.com/2014/10/google-adwords-ad-extensions/ https://midwestdigitalmarketing.com/2014/10/google-adwords-ad-extensions/#respond Fri, 10 Oct 2014 15:48:23 +0000 https://midwestdigitalmarketing.com/?p=2797 Ad Extensions have been part of the Google AdWords Toolbox for a while. Ad Extensions are a way to extend the message delivered to potential customers in the search engine results page. And now, your Google AdWords Quality Score can be improved with the use of Ad Extensions. What are Ad Extensions? There are a... Read more »

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Ad Extensions have been part of the Google AdWords Toolbox for a while. Ad Extensions are a way to extend the message delivered to potential customers in the search engine results page. And now, your Google AdWords Quality Score can be improved with the use of Ad Extensions.

What are Ad Extensions?

There are a number of ad extensions. The most popular are:

  1. Sitelinks Extensions
  2. Location Extensions
  3. Call Extensions
  4. Call-out Extensions

Sitelinks Extensions are text links to drive consumers deeper into a website from the search engine results page. The links at the bottom of the ad copy are links to sections of the website. You are advertising your new restaurant in town, adding Sitelinks to your Paid Search ad copy allows potential customers to connect directly to your menu, your Daily Specials, information about your Location or listing of Special Events directly from your ad copy. Sitelinks engage customers faster, easier and gets them to the information they are seeking without having to do a second search once they arrive on your website.

Sitelink-extensions-Google-Adwords

Location Extensions provides your street address. This is particularly useful if you a brick & mortar location and all a customer needs is your address.

Location-extensions-Google-Adwords

Call Extensions are particularly useful for mobile users. Many mobile devices allow a customer to call you directly from the ad copy in the search engine results page. There is no additional charge for this service. Google is able to provide you with a unique phone number specific to your paid search campaigns With this unique number, Google is able to provide statistics the usage of the number, including the number of calls, time of day and the length of the call. Also, you are able to schedule when call extensions appear in the search engine results page, so they are displayed only during your business hours.call-extensions-Google-Adwords

 

Call-Out Extensions are a new feature and allow advertisers to extend their ad copy with an additional 35 character message. This extension for listing a special event or sale or announcing a new feature or product.

call-extensions-Google-Adwords

Expand your message to potential customers in Google Search results and increase quality traffic, enhance the user experience, improve Quality Score in Google AdWords and watch your bottom line grow.

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Paid Search & Your Content Marketing Strategy https://midwestdigitalmarketing.com/2014/07/paid-search-content-marketing-strategy/ https://midwestdigitalmarketing.com/2014/07/paid-search-content-marketing-strategy/#respond Tue, 15 Jul 2014 20:20:40 +0000 https://midwestdigitalmarketing.com/?p=2719 This may seem odd to be talking about a Content Marketing Strategy in relationship to your Paid Search program, but the two are intrinsically connected. First, let’s define content marketing strategy. A content marketer’s intent is to develop the larger story your organization wants to tell. They focus on ways to engage an audience and... Read more »

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This may seem odd to be talking about a Content Marketing Strategy in relationship to your Paid Search program, but the two are intrinsically connected.Content Marketing Strategy

First, let’s define content marketing strategy.

A content marketer’s intent is to develop the larger story your organization wants to tell. They focus on ways to engage an audience and through engagement drive profitable behaviors. Examples of profitable behaviors include buying a product, completing a form, or downloading a white paper.

Second, what is the intent of paid search?

The intent is to drive potential targeted customers to your website for the purpose of engaging them with your website to complete an action that results in the generation of sales for your company.

Content Marketing Strategy is all about telling your story and directing it to your targeted audience. That story needs to be told in social media on Facebook, Twitter, Google+ and wherever else you are able to connect to your targeted audience, but it also needs to be told on your website. Your website needs to an aggregation of all those stories being told on social media. It needs to be organized in such a way to guide the visitor through your story to engage them in those profitable behaviors. Each page of your website should be focused on a topic that engages the visitor and drives them closer to your desired outcome.

A well-planned and organized website allows paid search marketers to create effective campaigns with keywords being searched by your target audience, write ad copy to engage your target audience to click through to your website and select landing pages from your website that closely match what your target audience is looking for. This increases click thru rates, time on site, pages viewed and converted clicks, which in turn improves Quality Score for your Google AdWords campaigns.

To build an effective content marketing strategy and paid search campaign you need:

  • Who is your target audience? Is there more than one target audience that will help your business grow?
  • Research your target audience(s). What else interests them?
  • What is your business’ UNIQUE VALUE PROPOSITION? What are you doing to meet the needs of your target audience? What are you doing to solve their issue?

Paid Search and a Content Marketing Strategy will help your business grow.

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Why Ads Follow You on Facebook https://midwestdigitalmarketing.com/2014/06/ads-follow-facebook/ https://midwestdigitalmarketing.com/2014/06/ads-follow-facebook/#respond Thu, 05 Jun 2014 20:25:18 +0000 https://midwestdigitalmarketing.com/?p=2688 I see these posts from friends on my Facebook timeline about once a week – “Why are these ads following me around?” It’s called remarketing and it’s a clever and useful tool for online marketers to keep their name top of mind. But, a lot of people find it creepy and intrusive which is why... Read more »

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I see these posts from friends on my Facebook timeline about once a week – “Why are these ads following me around?”

It’s called remarketing and it’s a clever and useful tool for online marketers to keep their name top of mind. But, a lot of people find it creepy and intrusive which is why marketers try hard to make sure how and what they are remarketing to you doesn’t leave a bad taste in your mouth and make you dislike the brand.

Facebook-Advertising-remarketing

I obviously visit Culver’s website a lot!

Here is how remarketing works:

You search on Google for a product, let’s say you are searching for a new home and need to find a good mortgage rate with a financial institution you like. The search turns up hundreds of options and you click on one of the banks or credit unions and read their information. Then you go and do something else and forget about it for a while. Suddenly, a day or two later, the ads on your Facebook feed are for home loans. Or, you happen to go to a website and see a banner ad from that same institution that seems to have a specific message aimed at you.

You are being remarketed to.

You left a “digital footprint” on that webpage that let’s marketers remind you of what site you went to when you were searching for that mortgage. It’s that simple.

But, the companies do not often know exactly what search term you used to get to their page…they only know the page you got to and ASSUME you were searching for the keyword relevant to that page.

That’s about to change as some companies have teamed up with Facebook to get specific search data which means they can specifically target you on the word and not just the page. This will help with the “creepiness” factor especially if your search began with something completely different than mortgage but you ended up on that particular page.

Remarketing is something we do here at Midwest Digital Marketing and it’s a very successful component of any digital marketing strategy!

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Google Display Network https://midwestdigitalmarketing.com/2014/04/google-display-network/ https://midwestdigitalmarketing.com/2014/04/google-display-network/#respond Mon, 21 Apr 2014 16:46:13 +0000 https://midwestdigitalmarketing.com/?p=2617 Banner Ads Banner ads have had a bad rap that goes way back to the days of shooting ducks, whacking gophers, and gyrating dancers with blaring music. Thankfully, for the most part, those days are behind us. What makes a banner ad good? Here are several steps to consider: 1.      Keep it simple A clear... Read more »

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Banner Ads

Banner ads have had a bad rap that goes way back to the days of shooting ducks, whacking gophers, and gyrating dancers with blaring music. Thankfully, for the most part, those days are behind us.

What makes a banner ad good? Here are several steps to consider:

1.      Keep it simple
A clear message and a simple image go a long way to engaging your prospective audience.

banner ads

 

 

 

 

 

2.      Include a clear call to action
Let your audience know what you want them to do.

banner ads

 

 

 

 

 

3.      Be mindful of the website and the landing page

banner ads


Does the “look & feel” of the banner reflect the “look & feel” of the website?
Does the landing page relate to the call to action of the banner?

What makes a banner ad effective?

1.      Have a goal and a strategy.
Be clear what you are trying to accomplish. Are you looking for impressions/brand awareness? Traffic to a specific page on your website? Or, are you looking for a specific conversion event – a sale, a form completion or some other action? The answer to this question will then determine how you implement your banner campaign.
You also need to understand who is your audience? Where else do they spend time on the web? This will determine where your ads will be placed.

2.      Understand the “life span” of your ads.
Banner ads have a life span between 28 and 35 days.  Some may be able to live longer and some may only last a week.

3.      Have a back-up plan.
Not every banner campaign is going to hit it out of the park. Have a back-up plan in case your campaign does not produce and you should know that relatively soon.

Be creative while being mindful of your audience and you could be successful.

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