The first step to picking the right keywords for B2B search advertising is defining your audiences. Doing this first will help keep you from bidding on search terms that are superficially related to your offering, but don’t actually indicate any relevant search intent. It will also give you ideas about what your audience can be searching […]
In B2B, you’re typically not getting a transaction online. You’re developing a relationship that you hope will lead to a transaction offline in the not-too-distant future. Therefore, the best approach with PPC advertising isn’t to offer what you’re ultimately selling, but to offer valuable information that makes what you’re selling attractive to those you reach when it comes time to implement your solution into their business.
Since we’re focused on marketing content and not a product or service, audience research is critical. As Melissa Mackey points out in her post on this subject…
Audience research in content (PPC) marketing is as important as keyword research in search PPC.
The internal search box on your website is an opportunity for you to learn about the people who use your website and what they search for. The data you obtain from your internal search analytics is an amazing resource that tells you what your visitors cannot find on your site. There is also the opportunity […]
Waze is the world’s largest, community-based navigation app. A subsidiary of Google since 2013, Waze helps users find the best route to their destinations in real time. The drivers who make up the community share information with other drivers such as construction locations, gas prices, cop locations (please drive the speed limit) and more. As […]
We now live in the most over-communicated society in the history of the world. It’s gotten so bad that it feels like people and companies are simply just constantly fighting for people’s attention. I fight the fight every day in my own house. Trust me, I’m not immune to this either. But, I’m not quite […]
Whenever accounts see negative shifts in conversion volume over a period of time, or an increase in CPLs it becomes panic time for many. But as online advertisers, a lot of the time, the answers are right in front of us as to why the decline is occurring. There are a lot of things that […]
Back in May 2017, Quora Ads opened up for all businesses. The platform has grown from basic topic and website audience targeting to include specific options such as question targeting (BETA) to interest targeting. The platform has become the lowest CPA channel for many of my PPC clients. While I recommend jumping in immediately to […]
It hurts when you realize that the thing you believe is good, is actually not good at all. Like when I play pick-up basketball in my 30’s with a memory of what my body could do in my early 20’s. Sometimes the truth hurts, but it’s what makes us better. ANYWAYS – let’s talk Facebook […]
I remember doing a communication exercise with my wife that was guided by a good friend of mine. First, my wife would share her thoughts and feelings about something. Then, it was my turn. Except I wasn’t allowed to share my thoughts and feelings. Before I could do that, I had to summarize what my […]
Granular was more than happy to partner with our friends at Cultivate Communications to present one of many seminars at the 2017 Wisconsin Manufacturing & Technology Show. Joe Martinez from Granular spoke to the crowd on how users should be using about AdWords in 2017. He also focused on figuring out the value of your […]
Within Google Sheets there are tools that are really rarely used despite the power behind them. You can find these tools in Add-ons. There is a plethora of them available, but the one I use the most is the Supermetrics add-on. Supermetrics has the capabilities to bring data in from all platforms, and from there […]
I love new ways to think about how to create ad copy. Looking back on my younger PPC management years, I definitely didn’t give enough weight to it from the beginning. That’s probably because I’ve always been a numbers guy first. But then I had a eureka moment when I said to myself…“You’re in advertising stupid!” You should learn how to be a better ad writer.
So when I came across this excellent post by Roger Dooley about writing taglines that double sales, I was excited to add it to my repertoire of techniques for testing.
In the post, he references a Harvard Business Review article pointing out that consumers are motivated by basically two things – preventing their life from getting worse (prevention) and taking advantage of an opportunity to make their life better (promotion). If you’re in advertising, I’m sure you already know this. But what you may not have done yet is considered how this should affect the messages you’re putting out to the world, and how you can test saying the same thing in these 2 different ways.
Inherently, people and products may be more attuned to prevention or promotion. And the better you can match your messages up to the motivations of the majority of your customers, the more effective your advertising is going to be.
I encourage you to jump over to his post if you haven’t already and check out his examples of framing products with prevention/promotion language and the results of the tests he references.
