Category

Paid Search

Lever Interactive Presents Digital Marketing Trends for 2019

By | Click Blooms News, Inspiration, Paid Search | No Comments

Click Blooms is very proud in sharing our premier, enterprise level, agency’s video and blog post on Digital Marketing Trends for 2019 they recently put out.

The video highlights the discussion around data in 2018 and how some of that has shifted due to increase privacy issues. Brian Yaro, Director, Strategy highlights the importance of content, video and voice in 2019.

Kristin Kaplan, Director, Client Services, discusses the important of automation, including artificial intelligence (AI) and machine learning and they many changes and exciting capabilities they bring to digital marketing

Next, Emily Czachowski, Director, Media Operations, tackles attribution. A topic that has been discussed for many years, but with so many changes and under delivery of tools in 2018, lots of work to still be addressed.

And of course, rounded up by Lever Interactive’s President, Chris Gilmartin.

Head on over and watch the video and read the blog post. And don’t forget to use the comments to share your thoughts on 2019!

Text Ads on YouTube – New to Google Ads

By | Google, Paid Search | No Comments

Recently announced at SMX West, Google is now including YouTube into its Search Partner Network – a group of search engines and websites where your ads can run if opted into the network in your Google Ads account.

YouTube is the second largest search engine behind Google. It has over 3 billion searches per month (and growing). It has more volume than Bing, Yahoo, AOL and Ask.com combined.

With YouTube’s inclusion in the Search Partner Network, it will allow text ads to be served to YouTube users. This will enhance the reach for advertisers. Currently, they will only serve text ads to mobile users.

As Google’s style is to run significant testing before they make changes to their system, they indicted that YouTube search ads performed similarly to Google search ads in terms of a cost-per-acquisition.

This is exciting news and only gives advertisers more opportunity to expand. Remember, you must be opted into the Google Search Partner network.

To change your campaigns network selection, from the Campaigns section, go to settings and expand the Networks section. Make sure the box is checked under Search Network to include the Google Search Partners.

Do You have Your Valentine’s Digital Strategy Yet?

By | Google, Inspiration, Paid Search | No Comments

As of today, Monday, January 21st, Valentine’s Day is about 3 1/2 weeks away. Do you have a strategy for your digital marketing? No worries, Click Blooms has got you. Here are a couple of ideas:

Review what you did last year – if you did any marketing or specials for the holiday, look back and what worked and what did to help decide your approach this year.

Physical stores update your business hours on Google My Business – make sure if you are extending your hours in around the holiday to update the information in your Google My Business page.

Google Shopping – if you are utilizing Google Shopping for advertising, tag those special items that make great Valentine’s gifts and run utilize the tag for a new campaign with high priority so you have a dedicated budget and higher bid for these items. Do the same with any bundles created for the holiday.

Promotions – utilize the promotion extensions in Google Ads, Google Shopping and Google My Business.

Update your ad copy with a countdown or Valentine’s Day messaging – Use dynamic insertions to create a countdown in your text ads (helpful within a week of the holiday) and update any info on gifts like “Gifts starting at $10.”

Create a devoted Valentine’s landing page – do not let customers search for themselves on their own, direct them to a page that is holiday specific and has your Valentine’s products listed.

Capture last minute shoppers with call and location extensions – shoppers are notoriously behind schedule and even Amazon Prime might not be able to get them out of trouble. Make sure you have call and location extensions on for B&M retailers as Valentine’s shoppers are more likely to purchase items in-store.

Don’t forget to remarket after the holidays – you will most likely get a new set of visitors, whether they purchase or not, they have heard of you and may purchase in the future. Stay in front of them with remarketing.

Have another idea, post it in the comments and share with other businesses!


Winter is Here – Where are our Winter Retailers in PPC?

By | Google, Inspiration, Paid Search | No Comments

Here in the Midwest, we have had a relatively mild winter tonight. O.k., we did have our first snow of the year called a blizzard, but we made it out pretty well. And really until a couple of days ago, no real significant snow falls. Plus, we even had a 50-degree day around the holidays.

But, as it always does, old man winter is coming:

Winter is coming to the Midwest!

Not only some frosty temperatures, but also snow! The winter enthusiasts around here are finally going to be happy. Well, that is if they kind find their neighborhood winter sport shop!

With automation like bidding based on weather patterns, I was disappointed to not find a local ad for a search like “cross country skis and boots” (which by the way I would never do again, as I gave myself a concussion last time, but a story for another day!):

While I see some big box retailers (and somebody should tell one of them to use some negatives) I do not see any of the local retailers with ads! I was disappointed, as every business could benefit from some advertising, even in the busy season. Maybe I just moved to the area and I need new skies or other equipment and I do not know where to go.

And it has probably not been the greatest start of the year for these local retailers with our lack of snow. They have this wonderful opportunity to bid up/down at a time when it will soon snow, or while snowing when a person may ponder picking up a snow board!

Perhaps the local business does not about this capability, but as a true partner to your business, Click Blooms knows all opportunities and can use them to bloom your business!

Attention Manufacturers: New Interactions on Google Manufacturer Center!

By | Google, Inspiration | No Comments

Attention manufacturers, Google announced changes to interactions at the Google Manufacturer Center. The center is there to help you provide the most relevant and current information on your products to help inform and educate customers.

Google, to kick off the new year, is introducing ways to make interactions with potential customers even better. This includes new ways to show content and robust analytics so you can see how consumers are interacting with your products.

New Place to Inspire

A recent Google study of ~1,600 people, they found that 56% of smartphone users have purchased from an unexpected brand when they considered the brand to be helpful. In order to help show you as helpful to consumers, they are launching a new section on Shopping product details pages to feature content directly from you, the manufacturer.

You’ll be able to:

  • Populate your product pages on the Google Shopping property with inspirational and high quality content.
  • Highlight the product features and capabilities that you know your shoppers care about the most.
  • Build brand equity directly with shoppers on Google

Google will be using Webcollage as their first launch partner. In the next few months, all manufacturers who upload content into the Manufacturer Center will also be able to provide more visual experiences to assist consumers.

Robust Analytics

In order to make more informed and better business decisions, Google has launched a robust analytics system in the Manufacturer Center. This will provide a better understanding of how ads for products are performing on Google. You will be able to review:

  • Trends like top performing products
  • Insight into top search terms, average price trends
  • Group stats including which competitor’s brand and products show mostly with yours

There are eligibility requirements to have access to the new analytics.

We would love to hear from manufacturers as they begin to use these new features. Respond below in the comments. For manufacturers not in the Center, contact us today for assistance.

Changes to Google Ad Grants & What it Means for Nonprofits

By | Google, Paid Search | No Comments

The Google Ad Grants program can provide free Google Ads advertising for up to $10,000 USD per month on Google search results pages to eligible nonprofit organizations. The program is a great resource for nonprofits and was designed to help nonprofits connect with people to make a bigger impact in and on the world. To find out if your nonprofit is eligible, review the criteria.

They have recently announced some changes that have an impact on the program. As a nonprofit, you can only display text ads on the Google Search Network, which means display advertising is not an option. You are limited to $10,000 per month, or a $329 daily spending limit. In addition, there is a $2.00 per click maximum bid, unless you set up conversion tracking and utilize Google’s Smart Bidding. You are expected to manage your own account or work with an agency like Click Blooms that specializes in $10,000 and under monthly budgets.

In addition to the eligibility criteria to be considered, there is also criteria for maintenance of the account to continue your eligibility. This includes:

  • Check-ins: You must manage your account at least once a month and Google has the right to pause ads if you do not
  • Approved URL: Only the URL of your nonprofit (you provide during the setup phase) can be utilized to drive traffic to.
  • No financial products can be offered: This includes things like loans or mortgages or other large incentives in exchange for donations.
  • Mission focused: Ad messaging must reflect the mission/purpose of your nonprofits.

Changes in 2018

The largest change in 2018 is the lifting of the $2 bid cap on keywords through the use of Google Smart Bidding. Furthermore, the following changes have also been put in place:

  • No single-word keywords permitted – other than brand keywords as well as approved medical condition keywords (and possibly others Google deems an exception for you), Google Ad Grants can no longer use single-word keywords in their account.
  • No overly generic keywords – Examples Google provided “free videos,” or “today’s news.” These types of keywords do not indicate the intent of the person searching and need to be removed from your account.
  • Low quality score keywords are not permitted – If you have keywords with a quality score of 1 or 2, you need to improve your score through ad copy changes and landing page changes, or they need to be paused or removed.
  • 5% Click-Through Rate Each Month – Each month your click-through rate (CTR) needs to be a cumulative (across the account) at 5% or above. If it falls below that for two consecutive months, it can result in temporary account deactivation.

So, what does this all mean. And how are you going to maintain a 5% CTR each month. First, don not worry too much. By following their first three new rules, single-word keywords, overly generic keywords and low-quality score, you must likely will raise your click-through rate to a better percentage.

From there, things like tweaking your ad messaging can also help increase CTR. In addition, utilizing exact match and very niche keywords in addition to your brand name has a huge lift overall on CTR. And finally, you may need to pause keywords that have too low of a CTR to keep you above the 5%.

Basically, some cleanup of keywords, updating your messaging and checking in on your account more regularly should keep your eligibility for this outstanding program for nonprofits.

If you still need help, please do not hesitate to contact us.

Dynamic Campaign Builder: We Automate Your Business

By | Click Blooms News, Franchisee/Dealer PPC, Paid Search | No Comments

A frequent question of retailers with large number of products and fluctuating inventory, including car dealerships, or franchisors with many locations, or even a brick and mortar business with multiple locations, how do we scale campaigns to cover all these dynamic components.

No problem, we say!

That is because Click Blooms has the latest technology to deal with these dynamic aspects of business. We utilize Dynamic Campaign Builder that can utilize a feed-based file from our clients to create campaigns and ads.  In addition, it can pause or reactivate campaigns based on available inventory.

Once a templated feed is set-up and we define the parameters, ads can start running. This can take less than a couple of days, depending on the complexity.

Ad copy can be customized to highlight various aspects from the feed, including model numbers, current price, color, current inventory and much more.  Not only does this help click-through rate, this improved quality score, as the ad and the landing page connection should be highly relevant with the data in the ad.

Feeds can be sent up to hourly, and the system will scan for new items and inventory, and where items have depleted their inventory and make the adjustments.  Combine this with our dynamic Machine Learning bid and budget system, Click Blooms can generate some of the most dynamically working campaigns.  Our bid/budget system can make changes up to every half hour.

With these dynamic capabilities, our team can focus on more important things, including new strategies and scaling and growing your campaigns, which in turn blooms business.

Contact us today to learn how Dynamic Campaign Builder can help bloom your business!

New Resource for Small Business from Google

By | Click Blooms News, Google, Inspiration | No Comments

Google recently announced at their livesteam event we hosted last week on Driving a Holiday Rush to Your Store about a new resource for small business.  You can get free posters, social posts and more for your business built by Google.

Google Poster Small Business - BlueGoogle Poster Small Business - ColorfulGoogle Poster Small Business - Chalkboard

This is a great resource for retail outlets with a physical location where you can display brightly colored posters using your actual reviews to highlight your business. Or other displays to encourage your customers in filling out a review. For physical stores your kit includes:

  • Custom poster
  • Stickers
  • Window decal
  • Table tent

And for both physical located stores and online stores, you can customize images to use in social posts as well.

Social Media Post - MobileSocial Media Post

One kit per business. If a business has more than one location, each location is eligible for a kit.  You must have a verified Google My Business listing to be eligible.

No reviews, no problem!  The kit will generate posters and such with a call to action to write reviews, send photos, include your business hours etc.  You have a couple of designs and colors to choose from, here are just three samples:

Google Poster & Social - Yellow DesignGoogle Poster & Social - Solid ColorDesignGoogle Poster & Social - Chalkboard Design

If you need or want more then one kit, you can also get a download version, and take it to your local print shop to be printed.

To get started, visit Small Thanks with Google.

And stay tuned for more resources like this from Click Blooms as part of the Small Business initiatives with Google and our Premier Google Partnership.

Making Sense of Franchisee Digital Marketing

By | Franchisee/Dealer PPC, Paid Search | No Comments

The franchisor/franchisee relationship is a crucial business relationship.  Franchisee digital marketing and advertising is a core component for both entities to flourish.  The brand needs to be displayed and messaged that encompasses the corporate vision, but have the personalization needed for the franchisee to be successful as well.

This sounds simple, but when you have hundreds or thousands of franchisees, it gets complicated and messy fast! Custom ad message, geo-targeting, phone tracking, budgets, reports, and more, it can turn into a full-time job for several people.  Sure, you could ignore all these factors and run generic campaigns hoping it drives traffic to your franchisees, but generic and hope is not a strategy.

Custom Ad Messaging

Mention the franchisee business name and/or location in the ad.  This appears to the visitor personalized and meant for them, particularly if this is a business they can visit.  Google makes this very easy utilizing ad customizer data.  Ads can be similar, with small adjustments like the name and/or location.  You utilize a placeholder that flips out to the customized message when the ad is served:

Google Ad Customizer Placeholder

Google Ad Customizer with Replaced Text

Geo-Targeting

Knowing customers and how far they will travel is key to the location you target. It may just be a couple of miles, or it could be an entire DMA that needs to be targeted. This is key to better quality prospective customers and usually on less spend. Plus, if franchisees are closely located, this will help distribute to every location.

Geo-targeting

Phone tracking

Again, may depend on your business, but there is still a heavy reliance on phone calls as part of the customer journey.  Tracking calls that were generated from paid campaigns is made easy with Google’s call conversion tracking. Track calls directly from the ad, calls to a phone number on your website, and/or clicks on a number on your mobile website.   It does require the use of Google forwarding numbers.

Google Phone Call Conversion Tracking

Budgets

Not every franchisee is equal, and some may require more or less marketing dollars than others.  Having a full system that monitors and optimizes budgets of thousands of campaigns is essential.  While the engines can have limits, they can still spend 20% higher than your budget.  Investing in a tool (or an agency with a tool) that uses an algorithm to update budgets and bids throughout the day based on thousands of signals, so you do not overspend but, more importantly, gain better traffic.

Monitoring budgets and other KPIs

Reports

Generating hundreds or thousands of reports for each individual franchisee can take a lot of effort.  And that is just to pull the report, not to mention customizing and providing insight.  Again, another tool to invest in, or an agency that can provide the reports.  Reports are important, but spending all the time on generating reports, means time is not spent on optimizing the campaigns, which in turns means poor performance.

Dashboards

Weekly/Monthly Performance Reports

Tapping into an agency that has scale and tools to make this easy might be the right approach for you and your franchisees.  Click Blooms as an agency works with franchisors on their franchisee digital marketing with different models, including either franchisors or franchisee’s paying for all the media, with contribution from both, and in some cases contribution from distributors as well.  We do all the customizing mentioned above, and more, and can provide a single franchisor report, or individual franchisee reports. Contact us today to see how we can help your franchisor/franchisee marketing.

 

Small Business Advertising Why it Should Include Digital

By | Paid Search | No Comments

Small business advertistingSmall business advertising should include digital advertising, but many small businesses do not believe in digital advertising, opting for more traditional methods, or perhaps limited or no advertising.  There are many reasons why even small, local business should advertise digitally.   Here is why.

People are planners

Today, people plan and prepare for everything. They need to “know before they go,” even for small experiences like grabbing coffee at a local café, to big experiences like a vacation.  Generally, they have a low tolerance for surprises.

What they need to know?  

Google indicates a 55% growth in mobile searches for “menu” over the past two years. Other increases include “things to do” or “review” so they can get more information or even spark interest or excitement.

120% growth in mobile searches for "wait times"

120% growth in mobile searches for “wait times”

They also want to build confidence before going to a new destination.  Mobile searches for “wait times” have grown 120% over the past two years.  They want to know business hours, what you can or cannot bring, etc.

Budgeting is important. Mobile searches for “do you tip in XX” have grown over 70%.  In addition to the menu, they want prices, specials, promos, how to save money, etc.

500% Growth in "near me" mobile searches

500% Growth in “near me” mobile searches

And most immortally, what is “near me” right now.  Mobile search phrases including “near me” and a variant of “can I buy” or “to buy” has grown 500%.  “Near me” is no longer just about finding a specific place. It’s now about finding a specific thing, in a specific area, and in a specific period of time.  This means retailers have a huge opportunity to use physical stores to deliver on the heightened expectations of today’s impatient shoppers.

Growth in "near me now" searches

Growth in “near me now” searches

When shoppers within 5 miles of a store click on a search ad, their store visit is 1.7X more likely to be incremental than shoppers who are beyond 5 miles.

We are not just talking about major purchases either.  For example, growth in “best” mobile searches for:

  • Face lotion and moisturizers (115%)
  • Water bottle (165%)
  • Salt (375%)

Finally, take Generation Z: Mobile Natives.  Teens mostly use their smartphones to make purchases, with over 50% of all ethnicities of Generation Zs making purchases on their mobile device, compared to 30%- 43% of those 18-35 year olds.

Contact us today so we can help you with your digital advertising and bloom your business.