New to Facebook Advertising? Learn How to Target Audiences like a pro!

Posted on December 24, 2015 by Crystal

Did you know 75 percent of companies promote their Facebook posts? Or that one facebook advertisingmillion small and medium-sized businesses advertise on the social media network? Facebook is a mighty marketing platform if you want to target customers based on age, location and interests, and expose your brand to more than one billion people. If you've just started advertising on Facebook, tailor your marketing material to these three target audiences and initiate more leads, click-trough’s and sales.

1. Friends of Fans

Want higher quality clicks? Focus your efforts on your Facebook fans' friendship networks. When one of your followers likes your page, apps or event, his name will appear on top of your Facebook ad, instantly exposing your brand to his circle of friends. Just head over to the "Friends of connections" option on the Ads Manager to determine your potential audience. You'll find out demographic info like the age ranges, interests and locations of your followers' friends before you make any changes to your campaign.

2. Persona Based

Targeting a persona instead of segments can lead to higher-converting Facebook ads that generate a greater return on your investment. Manage the targeting settings for your marketing material and reach the customers most interested in your product or service with custom buyer personas. You're essentially targeting an individual — albeit a fictitious representation of your customer base — rather than different segments of your audience. Determine purchasing habits, interests, aspirations, education level, income and behavior, and create a buyer persona based on the collective common traits of your Facebook followers. The result? Less generic ads that resonate with your customers.

3. Lookalike

Lookalike audiences are prospective customers who are likely interested in your brand because they share similar traits with your existing followers. Facebook only lets you include people from one country at a time when creating one of these campaigns, but this marketing trick can increase your chances of success if you want to reach the right demographic. In the "Audiences" section of Ads Manager, select "Custom Audience" from the "Create Audience" drop-down menu and tinker with the settings. You can optimize ads and reach an audience similar to your existing customer base.

New to Facebook advertising? These three tips will help increase the visibility of your brand and you only need to make a few simple changes on Facebook's Ads Manager to see results. Target more customers, focus on personas rather than segments and invest in lookalike audiences if you want to increase conversions and maximize profit.

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Sources:

http://www.socialbakers.com/blog/2416-3-charts-showing-facebook-promoted-posts-are-more-important-than-ever

http://techcrunch.com/2013/11/18/facebook-smb-25-m/

http://newsroom.fb.com/company-info/

https://adespresso.com/academy/blog/facebook-ads-buyer-personas/

https://www.facebook.com/business/help/164749007013531

 

Here Are 5 Questions to Ask When Choosing the Right PPC Company

Posted on December 18, 2015 by Crystal

With so many companies offering PPC campaign services, you may have a hard time picking aPPC Company Denver true expert. Asking these five questions can separate the professionals from the amateurs.

Are They Google AdWords Certified?

It's often difficult to tell the difference between true PPC experts and people who just sound informed. Luckily, the AdWords Certification tests aren't easy to fool.

To get certified, professionals need to pass at least two tests in subjects such as:

  • AdWords Fundamentals
  • Search Advertising
  • Display Advertising
  • Mobile Advertising

To achieve certification, test-takers answer hundreds of questions related to PPC campaigns and related materials.

How is Their Track Record?

A company's track record can tell you a lot about its future performance. Ask each company to give you examples of work it has done before. Also, request references so you can talk to the PPC expert's other clients.

You should also do some independent sleuthing to find out what kind of reputation it has among its clients and other PPC strategists.

How Frequently Do They Report?

The success of your PPC campaign can change quickly. What worked well last week may not give you the results you want next week.

Most reliable companies can give you a report at least once a month.

Make sure the reports include the metrics you need. Some of the most important metrics include information about:

  • Clicks
  • Conversions
  • Keyword quality scores
  • Cost per acquisition

Once you have this information, you can decide whether you want to make chances to your campaign.

Do They Have a Full Understanding of SEO?

PPC experts need a full understanding of SEO to do their jobs well. 

By choosing a company that understands PPC and SEO, you can use a coordinated strategy that helps you get more for your money. If they don't have a firm grasp of both subjects, then they won't know how to decide which keywords will work best in each campaign. That could mean you lose a lot of money on PPC keywords that should be a part of SEO efforts.

Are They Transparent?

Every client seeking PPC services should choose a transparent company that shares all information about campaigns, metrics and costs. If you don't have this information, then you don't know where your money is going.

Choosing a transparent company will also help ensure that you choose true professionals. PPC experts like to show clients what they can do. If yours isn't interested in showing you how campaigns are progressing, you have to wonder what they're trying to hide.

Choosing who runs your PPC campaigns is a tough decision. As long as you ask the right questions, though, you can compare several companies to decide which you want to hire.

 

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Uncover the Secrets to Generating More Leads With Direct Response Marketing

Posted on December 11, 2015 by Crystal

Do you want to convert prospects into fully-fledged paying customers? Direct response direct response marketing lead generation
marketing elicits an immediate, specific response from consumers and encourages them to take action. This powerful marketing technique can benefit your brand if you want more people to sign up to your mailing list or place an order from your online store. In 2013, 58 percent of digital ad budgets were spent on direct response marketing, and it remains a popular option for digital marketers who want to generate sales fast. Before you start a new direct response campaign, here are three things you need to know.

 

1. Choose the Right Medium

Choosing the right medium for your direct response campaign is just as important as the marketing message you are trying to convey to your audience. Direct response marketing doesn't have to be digital; you can always target customers by delivering postcards by mail. Alternatively, you can send highly targeted emails with content that will really resonate with your readers. Research your customer base to ascertain which media they respond to best. The average return for every dollar spent on direct response marketing was $12.03 in 2014, making this marketing technique extremely profitable — but only if you target the right people on the right platform.

 

2. Sell Solutions, Not Products

Focus on solutions in your direct response marketing to evoke an emotional response from consumers. Here's an example: A customer doesn't want to spend money on a new dress but does want to look slimmer for an upcoming party. Tailor your marketing around providing a solution (the dress) to a common need or desire (losing weight). This means eschewing lengthy product specifications for persuasive, heartfelt copy that initiates an impulsive response in the consumer.

 

3. Make Me an Offer

Always conclude your direct response marketing with a call to action (CTA). This is the most important section of the entire ad, and it's where you offer something of value in exchange for an action. Encourage readers to sign up to your mailing list or to visit your website with the promise of a free trial or special offer. Want to create more effective CTAs? Use direct, actionable language to compel consumers to sign up to one of your services.

 

Conclusion

Direct response is a tried and tested marketing method that yields results. To succeed in this game, you need to go above and beyond if you want to generate high-value leads and boost sales. For more effective marketing, you need to provide solutions for common problems, end with a strong call to action and choose the right medium to advertise your services.

The 5 Characteristics of Direct Response Marketing

Posted on December 04, 2015 by Crystal

You’ve probably heard of direct response marketing, but you may not understand Direct Response Marketing Denverit. Direct response marketing uses targeted advertising to try to convince customers to take an action immediately, such as signing up for an email list or requesting a price quote. In contrast, mass marketing relies on spending large amounts of money to reach many customers at once, usually with a generic message that’s focused on basic brand recognition.

If you have conversion focused goals, mass marketing may not be the best use of your money. Direct response marketing is a good fit for small businesses because of these characteristics:

 

Direct Response Marketing Is Measurable

Unlike mass marketing where you never know which specific ad attracted a customer, direct response marketing relies on ads that can be tracked. With small, hyper-targeted campaigns, you’ll know exactly which ad garnered a response and you can use that information to better market to that customer. You’ll also be able to accurately measure the performance of individual ads so you can change or jettison low performers to protect your advertising budget.

 

Direct Response Marketing Is Compelling

In contrast to mass marketing’s generic, wide-appeal messages, direct response marketing relies on compelling headlines supported by advertising copy that speaks strongly to your customers’ individual desires and sales triggers. This means you’ll be able to fine tune any given ad to make sure it has the biggest chance of yielding a direct response.

 

Direct Response Marketing Is Targeted

Effective direct response marketing is tailored to your target demographics, so you can create multiple variations of a single ad with each one tailored to a specific customer type. For example, a kitchen appliances company can craft separate versions of its ads for mothers, fathers, older children and single adults, with each ad calibrated to speak most strongly to those specific customers.

 

Direct Response Marketing Makes a Specific Offer

While mass marketing’s primary goal is simply to make customers aware of the company’s brand and general product line, direct response marketing presents the customer with a clear sales pitch or call to action paired with a clear benefit or result for the customer who responds.

 

Direct Response Marketing Demands a Response

Instead of simply presenting information, like advertising a 50-percent off sale, direct response marketing requires the customer to respond to receive the offer. Whether it’s visiting your site to learn more about your products or calling a toll-free number to hear more information, your customer is obliged to respond directly to you.

With tightly targeted messages and a clear call to action, no other form of advertising offers a better return on your investment when it comes to establishing a relationship with prospective customers.

 

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How To Create Display Advertising Ads For Your Holiday Campaign

Posted on November 30, 2015 by Crystal

Display advertising has evolved from garish, static banners into a wide variety of rich media. Over time, the Internet Advertising Bureau (IAB) and leading advertising networks have developed a series of best practices to raise standards and create better user experiences for your prospects and customers.

 

General Rules of Thumb

Display_Advertising_Holidays.jpg

Border Requirements

The border of each ad must be clearly defined and should not be confused with regular content on a Web page. This also applies to ad networks.

Don't Use Computer Simulations

Don't use phony computer simulations that alarm and confuse people. This includes fake notifications and phony "warning" windows. 

Authentic Interactivity

Using forms in ads increases engagement; however, some unscrupulous advertisers create fake forms just to garner a click. Your ads should have only authentic interactivity.

Animation Length

The IAB recommends that animation length should not exceed 15 seconds, and many advertising networks limit the loop the length for banner ads with animation. Speak with your publishers to ensure that your ad follows their requirements.

Fallback Images

Sometimes older computers cannot display modern advertisements. Many networks require a fallback image that will be displayed in case their system cannot show your primary ad.

 

Best Practices for Holiday Campaigns

Relevant Advertising

The best advertising is relevant to your target demographic. Advertising that speaks to the needs and desires of a specific group of customers is more useful and will encourage more click through.

Retargeting Shoppers

Retargeting campaigns allow you to display holiday ads directly to people that have already been to your site. The click-through rates are better because you reach people who have already shown some interest in your product or service.

Dynamic Content

Dynamic content uses the power of constantly updated web feeds. The data is sent directly to the display ad. This lets you keep your content fresh and relevant at all times. Consider using this method for specific holidays, after holiday sales and themed promotions.

Holiday Copy and Call to Action (CTA)

For seasonal advertising, use colors and images related to the holiday. Write short, punchy copy that creates a sense of urgency and leads the eye down to a clear call to action. 

For the CTA:

  • Use bold buttons so users know where to click.
  • Use clear directions like "Buy Now," "Find my size," "Start my free trial" or "Learn more."
  • Use action words.
  • Create a sense of urgency.
  • Test different button styles, fonts and colors to maximize conversions.

Use these best practices and ideas to improve your copy, imagery and customer appeals in holiday ad campaigns. The result will be better click-through rates, increasing sales and higher profits.

 

Interested in learning more about display advertising?

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5 Examples of Stellar Native Advertising Campaigns

Posted on November 20, 2015 by Crystal

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When it's done well, native advertising can have incredible impact. In fact, nearly two-thirds of marketers who responded to a recent Association of National Advertisers survey said that they planned to increase their native ad budgets during the next year. Statista predicts that this will bring spending to $4.3 billion per year by 2015, with an increase to $8.8 billion per year by 2018.

Given the positives, many in the business world wonder why native ads account for just five percent of total marketer spending. The simple answer? Only three percent of marketers who responded to a CopyBlogger survey have deep knowledge about native advertising. Another 24 percent said they were somewhat familiar with the strategy, while 24 percent said that they were "barely familiar" with it.

The majority of survey respondents – 49 percent— said that they actually didn't know anything at all about native ads. The good news is that these ads aren't as mysterious as they seem at first glance. In fact, most marketers see them every day. Here are five great examples of how native advertising is used to further brand objectives, attract consumers and drive sales.

 

1. Every 6 Seconds

The QUIT Vine Campaign used the 6-second format of looped Vine videos to speak to viewers across age and socioeconomic backgrounds. Each ad featured a close-up shot of a different individual inhaling one drag off a cigarette. Text accompanying the shot explained that one smoker would die before the video started again. It was a powerful campaign, and it won the 2015 Webby Award in the People's Choice category. The videos fit seamlessly into Vine, which compelled viewers to watch them.

 

2. Build a Mercedes GLA on Instagram

Mercedes Benz knew that there was an amazing consumer base to be tapped on Instagram, and they went after it aggressively with an unparalleled native campaign. Instead of directing potential buyers to an external website where they could customize and preview a vehicle in a build-your-own car (BYO) interface, Mercedes let them do just that in Instagram. Using a sophisticated network of accounts and tags, Mercedes empowered consumers to create a customized vehicle with speed and ease.

 

3. Presidential Advertising on Buzzfeed

Considered one of the most influential sites aimed at millennials, Buzzfeed features a wide array of political news and analysis. Leading up to the presidential election in 2015, at least one candidate brought native advertising to the platform too. In his mock interview to replace Simpson's voice actor Harry Shearer, Republican candidate Ted Cruz reached out and made himself more personable to viewers. The ad fits into Buzzfeed without being overtly political, and that makes it successful.

 

4. The New York Times-Netflix Advertising Partnership

To launch the second season of the popular show Orange is the New Black, online entertainment giant Netflix invested in native advertising in the New York Times. The "Women Inmates: Separate But Equal" post on the publication's site highlighted the real issues that women in prison face and connected them to the popular show. It was a great example of how native ads leverage known audience interests.

 

5. The SB Nation-Nike Partnership

In a six-video series called "First and Long" hosted on the SB Nation site, NFL stars returned to their high schools for summer training and to give pep talks to young athletes. Produced and presented by Nike, these videos provided valuable content to SB Nation readers without any overt marketing. This is a great example of how native advertising can be used to build brand prestige and loyalty instead of selling a particular product.

 

Native advertising works because it's credible. When it's executed well, it both promotes a brand and provides value for the consumer. It's advertising rich with compelling content, and it's both one of the most intuitive and most flexible of all ad forms. For marketers, there's no doubt that getting in on the native ad game now is a must.

 

Are you interested in learning more about how native display advertising can help your business? Contact Booyah Advertising today to get started!

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The Basics of Display Advertising

Posted on November 13, 2015 by Crystal

 Display advertising is online advertising that comes in a range of shapes and sizes. 6_dmVjdG9yXzMzN18wMQ.pngIt may contain text, video, image, flash and audio. Companies use display ads to deliver brand messages, immerse their audience with interactive experiences and generate a direct response from consumers.

 

4 Kinds of Display Advertising 

Text Ads

Text ads are keywords with a link to your website promoting your product or service. They have higher chances of getting clicks because they are placed directly into your content. Some web marketers find text ads to be one of the most intrusive forms of online advertising, though, because they can reduce web usability.

 

Banner Ads

Banner ads are popular, rectangular graphic displays that stretch across the top or bottom of a website or down the left or right sidebar. Banner ads can be easily sized to fit the space where they will be placed and can be changed quickly if they aren't getting positive results. They generate less profit and sometimes overshadow the content of your website, however.

 

Rich Media

A rich media ad is an animated banner ad that includes a video clip and allows your audience to interact with it. When prompted by clicking or hovering, or after the web page loads, rich media ads expand to show a larger, more engaging advertisement. They usually require a certain browser or plug-in technology, however, which prevents many viewers from getting the full rich message.

 

Takeover

Takeovers are often times used on the homepage of a website and are highly effective at increasing brand awareness and visibility. Different from a banner ad, a takeover assures that your target audience will see the ads because it uses the background of the page, as well as the banner slots, giving the ad 100% of the marketing space.

 

Benefits of Display Advertising

Display advertising allows you to reach a broader audience. With billions of Internet users across the globe, display advertising has great potential to open new opportunities for businesses to grow. Since it shows the benefits of your service or product to the right audience at the right time, it piques interest and puts your brand at the forefront of people's minds. It can also be tracked and evaluated in more ways than any other form of advertising. Real-time data and reporting make it easy for you to adjust your display message with every click, conversion or interaction.

 

The Bottom Line

Display advertising is a great way of increasing the visibility of your brand or product. It is an efficient method that can help your business cope with the demands of the times and to create a successful marketing strategy.


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The Beginner's Guide to Native Display Advertising

Posted on November 06, 2015 by Crystal
Did you know that 81 percent of marketers increase the visibility of their brand and boostaudience engagement through native display advertising? Or consumers are 25 percent more likely to check out a native ad than a banner ad? These statistics speak for themselves: Native ads are a powerful weapon in a marketer's arsenal, and are frequently being Native_Advertising.jpgused to promote services, generate leads and increase sales. According to Marketing Land, native advertising is paid placement "designed to fit seamlessly into the content that surrounds it." But for many marketers, it's much more than that; native ads blur the line between paid and organic content on a web page, and yield impressive results in the process.
 

What is its purpose?

Native adverts increase customer engagement and brand awareness and encourage consumers to take action. They blend in with the rest of the content on a web page — in their design and writing style — making them less invasive than banner ads. In fact, native ads are pretty tricky to spot; 24 percent of respondents in a recent study said they were "hardly familiar" with these marketing messages while a whopping 49 percent had never even heard of them.

 

Listicles

Listicles — articles presented in a bullet-pointed or numbered list — are a powerful way to incorporate native ads. This BuzzFeed article — a countdown of classic college bands — is just one example. The article has all the hallmarks of a classic BuzzFeed listicle, with lots of images and characteristically expressive copy; however, it exists solely to advertise the music streaming service Spotify.

 

Articles

Articles that include native ads mirror a website's editorial standards without compromising the brand message. Take a look at this article on The Atlantic — marked as "sponsor content" from IBM — to see native advertising in all its glory.

 

Infographics

Infographics — a visual representation of statistics or data — can also be used by marketers. This example includes the benefits of SIP phone technology while including a call-to-action from VTech at the bottom.

 

Native Video Ads

Native video advertising deals with branded videos that are inherently engaging. Although it could be a commercial placed natively in feed, most often it will take the form of an informative or entertaining video placed in a native form.  This recent example from Emirates Airlines racked up over 14 million earned views.

 

Conclusion

From listicles to infographics, marketers are looking for innovative ways to advertise their services as consumers become savvier. Native display advertising fights ad fatigue because it allows readers to interact with content on a web page; consumers receive the marketing message in a way that doesn't disrupt their usual online behavior.

Are you interested in learning more about how native display advertising can help your business? Contact Booyah Advertising today to get started!

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Beginners Guide: PPC Conversion Tracking 101

Posted on October 23, 2015 by Crystal

A PPC expert looks at your conversion ratio as the most powerful metric for your search engine marketing PPC Expertstrategies. Your conversion rate is the number of times customers took a desired action after viewing a PPC ad, such as purchasing a product or submitting an email address through your landing page. While conversions are the most important metric to track, each SEM platform tracks this data differently. Before you can achieve paid search success, you need to understand how Google Adwords, Bing Ads, Yahoo Gemini and Google Analytics treat the conversion window, attribution time and conversion counting. 

Conversion Window

The conversion window is the time period tracked after the customer clicks on a PPC ad. If the customer takes action outside of this conversion window, it won't be tracked properly. Each paid search service has a different conversion window, tracked with cookies. Google Analytics has the longest-lasting cookie at 6 months, while Yahoo Gemini is the shortest at 30 days. Both Bing Ads and Google Adwords offer up to 90-day cookies. It may take some time for your customers to take action after clicking on your ad, which this conversion window accommodates. 

Attribution Time

The attribution time is the amount of time between a PPC click and an action, where the action is attributed to that particular click. Adwords attributes conversions from the click's date and time, while Analytics looks at when the conversion goal completed. Bing Ads ties attribution to the day of the click, and Gemini handles attribution time post click. Your attribution time is important for correctly understanding which ads lead to a successful conversion, so you can tweak your PPC strategy. 

Conversion Counting

View-through conversion looks at conversions attributed to customers who saw your display ads, but did not click through. These customers may end up taking action later on based on brand awareness by seeing the ad. Clicked conversions refer to the customers who clicked through on your PPC ads, instead of simply looking at the display ads. 

Adwords looks at unique conversions, which focuses on converted clicks, as well as all conversion metrics. Google Analytics tracks the last non-direct click prior to the conversion, meaning 100% of the credit for the sale goes to the last channel the customer clicked through before converting. Bing Ads counts either a pixel or page load, depending on the configuration. Yahoo Gemini uses click-through conversions only for conversion counting. 

Google Tag Manager

If you or your PPC agency have problems tracking your conversions, tracking pixels offer a way to gain deeper insight into the effectiveness of your paid search ads. With a tracking pixel, you can track where the customer comes from, the pages he interacts with prior to conversion and additional PPC metrics useful for gaining clarity into your conversion rate. Google Tag Manager is a free service for creating these tracking codes, and it's designed to work with Adwords, AdRoll, Bing, Google Analytics, DoubleClick and many others. You use Google Tag Manager by creating a code and inserting it into your web page. It doesn't require significant technical knowledge, which is useful if you're just getting started with website administration.

Whether you're on your own or working with a PPC agency, understanding the finer details of conversion tracking helps you understand this important metric. It's important to know the search ads your customers are clicking through, whether customers are converting from ads they haven't clicked on and how each paid search service counts your conversions.

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Is your PPC Agency Providing These Strategies?

Posted on October 16, 2015 by Crystal

While you should always be receiving monthly reports from your PPC account manager, it’s a mistake to think PPC Agencythat’s the only useful information you need. To get the most out of your marketing, you need to expect more from your PPC agency. Here are the two types of strategic information your PPC agency should be giving you to achieve optimal results.

Account Audits

An account audit is an essential tool to analyze your marketing. After all, you can’t truly understand your account’s performance level unless you understand the path it took to get there. You also need to proactively audit your PPC accounts to help identify and prevent problems before they get started.

To be truly useful, an account audit should target these key areas: 

  • Quality Score: The quality score is used by search providers to measure how useful and relevant your search results are, and helps determine how highly ranked they'll be.
  • Account Structure: Your account structure determines how your keywords, ad copy, landing pages and target demographics are aligned. A poorly structured account will waste resources and may struggle to reach your target audience.
  • Segments: Audience segments determine which demographics and niche groups you’re targeting in any given campaign.
  • Geo-Analysis: GPS and other location-tracking techniques help you identify where your target demographics are physically located when they interact with your campaigns. 

Competitor Analysis

While an account audit is focused on figuring out how your campaigns are reaching your customers, your PPC agency should also be providing you with information about how your campaigns are interacting with competitors. To do that, you need good intelligence on the competitors themselves.

Ideally, your PPC account manager will regularly run a quick competitor analysis to see who’s new on the market, and who’s bidding on your brand terms. At the most basic level, a competitor analysis identifies your competitors, ranks them by perceived effectiveness and identifies their sales techniques. More advanced analyses may dig into the actual metadata of their campaigns, or seek other ways to get hard data about their efforts.

Ultimately, you should view a monthly report as only one piece of the picture. When your PPC agency also provides you with regular account audits and competitor analyses, you’ll be able to properly manage your account and rest assured that it’s operating effectively.

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