If you own or operate a location-based business, you’ve likely dreamed of the day you can attribute marketing dollars to real-life foot traffic. Google started working on making this dream a reality in 2014, but the feature only rolled out to a limited group of high traffic companies. Over the last few months, Google started making a larger feature roll out to small businesses and enterprises. Advertisers can now track the campaigns, keywords, and devices that lead to store visits in Google’s ad platform. Up until this point, advertisers have been able to attribute ad campaign success in Google Ads through website traffic, website events, online purchases, and phone calls. While these metrics do a great job of measuring the intent of searchers to visit a location, store visits allow businesses to see how this online intent actually translates to foot traffic.Continue reading…
Are you getting the most out of your search engine marketing campaign? Compare the following concepts to what you are currently practicing to see if you are maximizing your budget.Continue reading…
Search advertising has long been used as a direct-response marketing strategy, but a new study from Google reveals it could be helpful in branding as well.
Throughout 2013, Google and Ipsos MediaCT conducted 61 search experiments to measure the impact of search ads on brand awareness. They measured both top-of-mind awareness and unaided brand awareness even when the consumer doesn’t click on the ad.
Overall, Google found that there was a positive impact on unaided brand awareness and top of mind awareness.
This can add an interesting twist to your search campaigns. Rather than focusing solely on direct-response campaigns, you can include a search campaign for branding as well. This can help drive your direct-response campaigns by improving your mindshare of customers.
To learn more about getting your own search campaign up and running, contact us today.
A couple of years ago, Google debuted a new product called Google Cars. Dealerships everywhere were curious and apprehensive about the new product. There was talk about Google gaining too much power in how consumers would search for cars, and a few dealers were skeptical it would work.
Now, after a couple years, we’ve been able to determine that Google Cars was not a success. Consumers didn’t use the tool nearly as much as was anticipated, and dealers received mixed results from the leads generated by the program.
The failure of a company Google’s size at creating a tool to connect with car shoppers shows that it’s harder to sell cars online than everyone thinks. It’s not about “doing digital;” it’s about doing digital right.
If you’re trying to connect with car shoppers in search engines, you can do it two ways: a traditional PPC program, or a dynamic, inventory-specific program like Search Liners.
Search Liners aggregates your inventory and creates individual search ads for each car on your lot. That way, when a consumer does a search for a specific car you have, the PPC for that specific model will display and when they click it will drive them right to the VDP for that specific car.
Just because Google Cars didn’t work out doesn’t mean it’s impossible to connect with car shoppers on search engines – you just have to do it right.
If you’re doing a PPC (pay per click) campaign for your business, chances are you are focusing mostly on specific keywords to bring new traffic to your site. This is important, but you shouldn’t forget about buying branded search terms to protect your brand name from
The problem arises when a company doesn’t buy its brand name and a competitor successfully brand jacks it for an extended period of time. The reason this is an issue is because when a competitor gets clicks with their search ad, Google sees them as the most relevant option. So even if a company starts buying its own name, they have an uphill battle until Google realizes they are the rightful owner of the brand term.
Thankfully, it’s easy to combat this. If you manage
Don’t lose your brand name to brand jackers! Bite the bullet and buy your brand name. Trust us, it’s worth it.