PPC – Mid-West Digital Marketing https://midwestdigitalmarketing.com Fri, 21 Sep 2018 22:03:05 +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 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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Google Display Network Basics https://midwestdigitalmarketing.com/2014/03/google-display-network-basics/ https://midwestdigitalmarketing.com/2014/03/google-display-network-basics/#respond Thu, 27 Mar 2014 18:20:43 +0000 https://midwestdigitalmarketing.com/?p=2564 The Google Display Network is part of the Google suite of tools that digital marketers use to effectively and efficiently manage online marketing efforts along with Google AdWords, Google Analytics, and Google Webmaster Tools.     The Display Network offers several choices to for online campaigns: Banner Ads Remarketing Ads – Banners Remarketing Ads –... Read more »

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The Google Display Network is part of the Google suite of tools that digital marketers use to effectively and efficiently manage online marketing efforts along with Google AdWords, Google Analytics, and Google Webmaster Tools.

Google Display Network

 

 

The Display Network offers several choices to for online campaigns:

  1. Banner Ads
  2. Remarketing Ads – Banners
  3. Remarketing Ads – Text
  4. Contextual Ads

Banner Ads – are displayed on websites with the intent of driving traffic to your website. They should be simple, with a clear call to action, and direct visitors to a page on the website specific to the call to action.

Remarketing Banner Ads – are displayed to people who have previously visited your website and have completed a specific action. Those actions could include visiting a certain page, spending a certain amount of time on the website or completing a call to action, or more likely NOT completing a specific call to action. They should be clear in their message and intent to drive traffic back to the website and convert.

Remarketing Text Ads – are similar to Remarketing Banner Ads in intent but are text ads that appear in Google Search and, again, are targeted at people who have already visited your website.

Contextual Ads – are text ads that are displayed on non-search engine websites. The intent of contextual ads is to pique interest in your products and/or services, among people who do not know about your company, and direct these people into the sales funnel.

In future posts, I will be taking a deeper dive into each of these elements of the Google Display Network. In the meantime, if you have questions about the Google Display Network and what it can do to help grow your business, increase ROI from your website,  and spread the word about your business, contact us for the answers.

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Are You Ready for the Test? https://midwestdigitalmarketing.com/2014/02/ready-test/ https://midwestdigitalmarketing.com/2014/02/ready-test/#respond Thu, 06 Feb 2014 14:50:17 +0000 https://midwestdigitalmarketing.com/?p=2498 How do you know what landing page is going to yield the best results? How do you know which ad is going to generate the best traffic to your website? How do you know where to place the call to action on your landing page for the greatest response? The simple answer – TESTING. There... Read more »

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TestingHow do you know what landing page is going to yield the best results?

How do you know which ad is going to generate the best traffic to your website?

How do you know where to place the call to action on your landing page for the greatest response?

The simple answer – TESTING.

There are a plethora of experts and studies who will be more than happy to tell you the one and only way to any of the above questions. But the best path to discover the answer for your website and your target audience is to test it yourself. Or even better, have your digital marketing agency set-up and run the test for you.

What do you need to effectively test?

  1. A plan (keep it simple).
  2. A Google Account including Google Analytics, Google AdWords and perhaps, Webmaster Tools. There are plenty of other tools available some at no cost and others with expensive subscriptions. But, to start, keep it simple.
  3. Patience, depending on the volume of traffic generated on your website, results could be determined in 2 weeks or it could take 2 months, generally most tests will yield statistically significant results within 30 days.

What should my plan include?

  1. What do you want to test? Landing pages, page layout, banner design, call to action??
  2. Test ONE of those options at a time. The results of that test will help direct the focus of subsequent tests.

How often should I test?

  1. Simple answer, you should always be testing.

Need help, give us a call.

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Do Not Put All Your Eggs in One Basket https://midwestdigitalmarketing.com/2014/01/put-eggs-one-basket/ https://midwestdigitalmarketing.com/2014/01/put-eggs-one-basket/#respond Thu, 02 Jan 2014 14:00:13 +0000 https://midwestdigitalmarketing.com/?p=2445 Good advice for anyone in business these days, especially when it comes to your advertising and marketing strategies. But over the last 10+ years, when it comes to online advertising, people have more and more placed “all their eggs in one basket” and that basket is the biggest . . . Google. Websites are optimized... Read more »

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All-Eggs-in-BasketGood advice for anyone in business these days, especially when it comes to your advertising and marketing strategies. But over the last 10+ years, when it comes to online advertising, people have more and more placed “all their eggs in one basket” and that basket is the biggest . . . Google.

Websites are optimized to Google standards. Paid search many times only includes Google AdWords. Banner ads, remarketing, blogs and the rest are also done using Google Tools to Google specifications.

Google is the dominant force in the world of digital marketing and should not be ignored, BUT . . . they are not the only game in town. Depending on the source, Google controls as little as 65% and as much at 85% of the marketplace. Those are big numbers anyway you look at it.

There is an option that should be included in every marketing strategy – the Bing|Yahoo! Network. In the world of search, including organic and paid, they command as much as 35% of the marketplace in the United States. Outside of the US, that number does shift HIGHER depending on the country.

Here are some anecdotal findings about Google and Bing|Yahoo Network:

– Google is great for generating Brand traffic and conversions
– Bing|Yahoo is great for generating traffic and conversions on Non-Brand Keywords
– Google usually outperforms Bing|Yahoo on quantity of impressions, clicks and conversions.
– Bing|Yahoo usually outperforms Google on quality of impressions, clicks and conversions – Click Thru Rates are higher, Conversion rates are higher, and Cost per Conversion is generally lower.
– They both allow you to do remarketing, an essential strategy for any digital marketer.
– They both allow you to geo-target your campaigns.

It is a new year and time to evaluate your digital marketing strategies. Does that strategy allow for growth by increasing the number of baskets into which you are placing your eggs?

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