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Lead Generation Tactics Using AdWords

 

With SEO proving critical to determine the survival of online businesses, having
the right tools on your side can determine the success or failure of a campaign. As
much as you want to have your site emerge at the top of a search result, you’ll
want the follow-through of a transaction from regular customers and new ones.
Getting the person on the other end to follow through after the search results is
great; increasing your CTR is gold. It is just as valuable to have customers inform
others as to why your site is worth visiting. With a buying public fully empowered
to decide ahead of any marketing effort, they need to be persuaded more than ever
that your site and products are worth their money.

AdWords Insights

As vital as Google AdWords is as a marketers’ toolbox, using it effectively
requires some research to develop ideas to maximize search outcomes. For lead
generation, it’s helpful to note these tools and what they can do.

Customer match

The purpose of Customer Match as noted on the AdWords site is it “lets you create
highly targeted ads to reach your most valuable customers with the right message
at the right time.” To make this happen, you can upload email addresses gained
from prior contact, then you can build a campaign with focused messages meant
for Search Networks, Display Networks, and so on.

To help build interest and create new customers, an “Add remarketing lists”
function allows you to identify similar audiences to your loyal base.

Keyword planner

Finding the right words to drive traffic is tricky, but the Keyword Planner is meant
to smooth out the hunt for the best words and phrases. In helping you find relevant keywords, it also allows you to conduct research with suggested bid estimates based on how often keywords appear in searches and how the volume of those appearances change over time.

Display Planner

Display Planner is a forecasting tool that creates ad groups based on customer
interests and websites they visit. It allows insight into how performance goals play
out based on campaign bids and budgets. To get the best results from these tools requires a good amount of pre-planning: care, patience and plenty of research.

Tactics

Your campaign should be relevant, built around the people searching for what your
company and site can offer, then able to expand beyond initial successful
conversions. The following are some of the tactics that can be applied to generate
leads.

Landing pages

Your landing page is the face of your business: it should be appealing, providing as
much information about your company, its services or offerings to the customer. It
should also be easy to navigate, allowing the customer the ability to find what they
need. The feedback from landing pages is important in gauging the customer
experience and whether they’ll return or even refer others to your site.

To be certain your landing page is producing its intended results, it would be best
to perform an A/B test with them. Comparing the analytics from an A/B test can
find problems in customer conversions and find out what’s bringing them in and
what’s holding them back. Behavior analysis tools in A/B tests can observe
customer habits when visiting your site.

Tracking phone calls

Most searches are performed using a smartphone. Finding an ad that appears with a call extension allows potential customers to make a phone call to you. Building a keyword campaign around call tracking, or integrating it into an existing campaign, allows for your marketing team to relate successful keywords with unique phone numbers. This is also helpful if a campaign is established around mobile optimization.

A high percentage of businesses get their leads from phone calls, especially offline
leads. With the right tracking systems, you can log numbers automatically.

Blogs

This can be a great tool for lead generation if you work it just right. As much as a
landing page is the face of your company, a regularly maintained blog can act as a
megaphone, alerting customers to help personalize the experience for a customer,
and become by being the site’s megaphone. If it is well written, with targeted
keywords sprinkled throughout, it can be effective in drawing traffic and
increasing conversions.

Social Media

Ubiquity makes it necessary to have a regular presence on Twitter, Facebook,
Instagram, etc. Though there is a struggle to recognize the importance of social
media beyond brand exposure, having a presence on a site brings you closer to new
and regular customers. A good amount of web search is performed on these sites,
inviting new leads. Also, many established and new social media sites are adding
tools and functions to help boost ad campaigns, as well as offering customer data.

Email marketing

Ever an effective way to reach customers, building leads through email remains #1 in lead generation. So many sites will require customers to enter their email addresses or ask for them to sign up for updates, more often you’ll have a wealth of addresses to work with.

Email marketing is reliant on the appeal of the message, especially when the
customer sees the subject line, as well if it is well-written and designed. Including sharing links in an email allows the recipient to share on the social media of their choice, adding to your business’s or site’s exposure.

Lead generation is where your efforts to get the word out pay off. You’ve succeeded in creating the possibility of new and repeat business. For that to happen you will have to be patient and work hard. The successful implementation of AdWords as part of your campaign can decide how to proceed beyond initial success.

JXT Group Is Partnering with Online Geniuses

The rapid growth of online commerce has proven to be a source of new opportunities, with new customers connecting every second. This translates into new challenges in trying to attract traffic to sites. There is a multitude of voices offering goods and services, each striving to make new customers or maintain established relationships. With the expansion, a galaxy of ideas and strategies are being tested by marketing professionals and researchers. JXT Group, experts in digital marketing strategies, and Online Geniuses, a forum for digital marketing professionals and thinkers, are pleased to announce their new partnership.

Specializing in search engine marketing and optimization and strategies for eCommerce shopping, JXT Group has been offering solutions for over eight years. Its growing reputation is exemplified in successful efforts for a diverse array of clients, including AmTrust and Glenny’s. Their strategies have helped companies make the most of their digital presence. JXT’s expertise in managing data feeds and comparison shopping engines have placed it at as a top expert in this marketing tool. Its experience in pay-per-click and search engine marketing has been built upon time-tested experience and skill. JXT stands at the forefront of perfecting SEO strategies that have increased website traffic and conversions for all its clients. When it comes to developing social media marketing strategies, JXT provides expert guidance in transforming social media platforms into customer magnets.

Connection is key for thought leaders to inform colleagues of new and emerging challenges. This is the domain of Online Geniuses (OG), a community found on Slack dedicated to providing a forum for marketing and eCommerce professionals, innovators, and thinkers to meet and discuss issues relevant to the growth of online commerce. With its global reach, OG is proving the perfect forum for sharing the latest ideas, utilizing real-time chat and uplifting interactions between colleagues. Members can participate in “Ask Me Anything” (AMA) sessions where industry insiders, such as entrepreneur Gary Vaynerchuk, former Vitamin Shop digital marketing director Joe Yakuel, Weebly’s product marketing manager Loren Elia and Rand Fishkin of Moz, share insights into using the vast digital toolbox from search to stats to developing winning strategies. OG hosts member meetups throughout the year in major cities and is willing to assist in helping set up an event. OG is inspiring its members to push past their boundaries and dream big: members are launching new startups, increasing sales, finding new opportunities and changing how the game is played.

What JXT brings to its partnership with OG is a body of knowledge second to none. At OG, there is a conversation going on that JXT Group can offer insights and perspectives, and in turn be influenced by the acquired wisdom of the brightest minds in the industry.

Widening Your Reach: Expanded Dynamic Search Ads

The capabilities of Dynamic Search Ads to bring in more business for retailers has been indisputable. The ability to target relevant search queries for a website could make the difference for a business becoming the next Amazon or sinking into obscurity.

Staying on top of technology that improves efficiency, automatically updates ads and generates a headline relevant to a customers’ search requires mastering those tools as they are fashioned. Retailers also need to grab hold of the ones that address and streamline outstanding issues. Recently, Google introduced Expanded Dynamic Search Ads which is great news for any retailer, notably if you’re a small or up-and- coming business with a specialized or seasonal clientele.

The DSA’s purpose is to do what keyword campaigns can’t do by helping develop incremental traffic and make the process of targeting ads easier: Google figures out the searches that are a match for the ad targets and generates an ad headline and a URL for the landing page. In 2015 Google presented an updated version of DSA, but since then engineers have worked to smooth out some of the processes to expand any DSA campaign’s reach. This Spring 2017 finds Expanded Dynamic Search streamlines processes, and allows for expanded text ads loaded with more information based on your site’s content.

Remember: your search ads are only as dynamic as your site. Be sure you’ve been diligent in doing the work of improving your site and creating great descriptions so your ads are relevant to the people you want to reach. This will guarantee the effectiveness these updates will be for you.

 

Using Feed Targets

Having a page feed spreadsheet allows for which URLs you want to target. AdWords will be enabled to determine when to show ads for your site and where to direct them to your landing pages. Using the page feed spreadsheet can be a benefit if you’re targeting multiple sources. For Dynamic Search to allow for expanded text, Google requires a 2-column page feed template which they provide or allows for one to be uploaded. The columns are divided between Page URL (targeted web pages) and Custom Label (the label for target ads within your page feed).

Once you’ve uploaded the spreadsheet, you can select your targeting source where you can use URLs from your page feed or from the index of your website and page feed. To use the custom labels, you will need to create a Dynamic ad target for the specific item in your page feed. If you’re not providing any labels, you can leave this section empty. You can also add a custom bid to add competitiveness for any URL with the custom label.

There are a variety of benefits to this approach, such as allowing for DSAs to steer customers to particular landing pages depending on their campaign settings, allow new products to be promoted by combining Google’s website index and your page feed, and to group products around promotions, availability, etc.

Consolidating Ad Creation

In the previous version of creating a Dynamic Search Ad campaign, you would have to go to the “Create an ad” section and enter your ad description. Creating additional ads required clicking on the “Ads” tab and then click on the “+Ad” button to enter the new ad’s text. In the update, it’s consolidated with the assumption that more ads will be generated. Just click on “New ad” and enter your text, and repeat for any other additional ads.

Improving Target Creation and Tracking Targets

As part of the effort to make Dynamic Search campaigns less reliant on keywords, the process allows you to have more control over how your campaign works utilizing your site’s content. With Dynamic ad targeting, your ads will refer to your website—even give you the ability to block pages and set exclusions.

The updates allow for more control. Under the one-stop “Dynamic ad targets” tab, you can select the ad group you want to bring to your website. Under that same tab, you can also find “Negative Dynamic Ad Targets.” Here you can choose what pages to exclude by category, page content, page title or URL and create rules.

Also, the tracking template creation now falls under the “Dynamic ad targets” tab and not under “Auto targets.” What hasn’t changed is that you will need to steer customers to your landing page with extra information in the URL. You still need to create a tracking template for you to use tracking in your campaigns. You will also need a ValueTrack parameter to populate your landing page and return landing page addresses.

Dynamic Search Ads were designed to reduce the fuss and tedium of the legwork on keyword searches and focus more on bringing a website’s experience efficiently to the customer on a variety of platforms. Expanded Dynamic Search Ads and the current round of updates continue Google’s effort to help retailers win over new customers and keep trusted ones.

JXT Group Joins Clutch!

Providing online advertising and eCommerce Solutions since our founding in 2009, JXT Group has developed many different service areas to meet our customers’ objectives. Our services include everything from conversion rate analysis and email marketing to search engine optimization and social media marketing. Our team of marketing experts has years of experience helping our clients select the appropriate channel to improve their online visibility. In order to reach prospective buyers that could benefit from our expertise, we are excited to announce our partnership with Clutch, a B2B market research firm based in Washington, D.C.

Clutch’s platform effectively guides the buyer through their process to find an ideal service provider. Companies listed on the site are evaluated and ranked according to a transparent set of criteria, which includes a company’s clientele, work portfolio, and market presence. A Leaders Matrix summarizes this research, giving the buyer an understanding of the top performers in any given industry at a quick glance. Among the other top PPC agencies listed on the site, JXT Group has a profile that succinctly captures our service offerings and company history. Most importantly, attached to each profile are client reviews, which form the crux of the ranking process.

Given the growing number of platforms like Yelp, AngelList, and TripAdvisor, it’s clear that consumers are basing more of their decisions on online ratings and reviews. Clutch found that the B2B sector can also take advantage of this trend. Online reviews are essential for building a strong online reputation, and specifically, can help to instill confidence in businesses that we can meet their expectations.

In one case, JXT Group provided PPC marketing and developed a lead generation campaign for a hospitality business. Impressed that our strategies led to a decrease in the overall cost per lead and bounce rate on their site, the Director of Marketing shared in a direct interview with a Clutch Analyst:

“We feel like we’re getting the attention, and, most importantly, the results are there. We have a results-driven relationship with JXT Group that we haven’t found with other providers.”

In our mission to help businesses reach their maximum potential, feedback from current and past clients are vital in understanding our strengths and areas for improvement. Aside from keeping up to date on all the best practices in online advertising, we want to be able to offer a strong and professional partnership that makes us stand out from the rest. Overall, with Clutch, we’re excited by the prospect of new technical challenges and more opportunities to help businesses grow!

Paid Search, SEO and Competitive Benchmarking: The Right Steps Towards Finding Success

Competitive benchmarking has proven, time and time again, to be an effective practice that can help improve and perfect your paid search marketing efforts. If you are not currently engaged with a competitive benchmarking campaign, we suggest starting one. The effort is worth the rewards!

Quite simply, competitive benchmarking is the practice of measuring specific elements of your company against your competition. This could be in areas of customer service, design, shipping, pricing and more. In our case, we are going to explore competitive benchmarking applied to paid search and SEO.

Determine Your Benchmarks

It’s vital to determine which benchmarks you will use to measure your efforts against your competitors and establish which areas of your company need to see the greatest improvements. With paid search and SEO a few key performance indicators (KPIs) to pay attention to would be impressions, ad position, and ad frequency.

Establish Your Competition

You can easily purchase reports and data on competition from firms, however, conducting your own extensive paid search competitive analysis will give you far more relevant insight into the competition. Additionally, these data reports can sometimes be costly.

Try choosing the top companies in your industry that provide the highest value at the lowest cost and start creating your own analysis reports on their KPIs. What is their usual ad position? How often do their ads appear? What is there page rank?

These are the types of metrics that you will need to record in order to help influence your campaigns and start implementing tactics that will help improve your own metrics.

Additional metrics to note from your competitors are top keywords, cost- per-click, PPC spend per month, ad copy and types of ads.

Tools of the Trade

Today’s world offers a bevy of tools that can successfully help companies in their efforts to implement a competitive analysis or benchmarking campaign. Below are a few we recommend utilizing.

Google AdWords

Google AdWords is an excellent way to compare your benchmarks with other competitors who are competing in the same auctions that you are. This data can be found in Auction Insights on the AdWords platform.

Additionally, through Google AdWords, you will be able to create a list of competitors for your auctions, gain insight into impressions, ad position, and overlap rate. Make sure to take advantage of the segment reporting as well, it will allow you to break down data by device type and time.

Google Analytics

With Google Analytics, companies can compare their metrics with competitors through the aggregated industry data, but must properly configure the industry settings beforehand.

SEMrush

SEMrush is a great tool that companies can leverage to run reports on competitor organic search metrics, paid search, and display advertising. Additionally, you can discover competitors’ keywords, ad copy, and advertising budgets.

Creating Impact

Implementing a competitive benchmarking campaign can be a very involved task but is well worth the impact it can have on your business and ROI. Please feel free to reach out to JXT Group with any questions or concerns you may have regarding implementation, we are always here to help!

Effective Marketing Budgets – The Top 10 Things to Keep in Mind

Menachem Ani - JXT Group

#1 – Planning

Planning is essential to any marketing campaign, and knowing exactly where your dollars are going to be spent helps effectively increase your chances of reaching a successful ROI.

Using the good ol’ Excel spreadsheet can still help you effectively plan your marketing budget, but today a bunch of great tools exist to help you out as well. We suggest trying PlanGuru or Tagetik to get you started.

#2 – Testing

To have an effective marketing budget, it is important to test where the most success for your campaigns will lie. Allocating small amounts of ad spend in various areas will allow you to test where you can best pick up traction.

#3 – Goals

Goals for your budgets are a must. It is important to know what you are working towards with your marketing budgets. This can include your ROI, growth analysis, reach, and response rates.

#4 – Implementation

Creating an action plan will allow your team to know exactly where your budget will be applied to. Whether it is PPC, SEM, Social Media or any other form of marketing, an action plan correctly outlines the strategy for implementation.

#5 – Distribution

Where will you get the best bang for your buck? This is the age-old question. Having at least one solid distribution channel for your business is vital to creating a successful marketing campaign.

#6 – Analytics

Google Analytics, Raven Tools, and Sprout Social all offer great ways to track the performance of your marketing budget. Having eyes on the data that indicates success can help you increase your ROI.

#7 – Create Effective Messages

More direct messages in your creative will allow you to attract more relevant customers. This helps raise your conversion rates and increase sales to the right people.

#8 – Doubling Down

If you see an area that is working, double down! Putting more ad spend behind a marketing dimension that is seeing growth and market response is a great way to get the most out of your budget.

#9 – Repurpose Content

If you are spending money on good content you should repurpose it and share it multiple times online. Get the most mileage out of it and use it to engage users.

#10 – Pivot or Cut Your Losses

Don’t be afraid to pivot or change direction if a marketing tactic is not working. Also, retiring ads or cutting funding to a certain area is something every business must do, don’t grow too attached to something if it is not working out!

The Results Are In: Google Shopping Finishes Strong for the Holidays

It’s no surprise that a Google was the shining star for holiday shopping in 2016 and all signs point to Google Shopping for the success. What may surprise some is that Google Shopping is nothing new, it has been on the scene for over 10 years!

Originally named Google Base, back when dial-up was a thing, this was a free shopping search engine where businesses provided product information to Google and Google included these products in shopping searches. However, the Google Shopping we all know and love today is a completely different beast.

What is Google Shopping?

For the Advertiser or Business

In 2012, Google Base changed names and switched to a pay only program. Now Google Shopping will only list your products in Google Shopping when you have a paid Google Adwords account as well as submitting properly formatted product information to Google using Google Merchant Center.

Revenue comes directly from Google Shopping’s Product Listing Ads or PLAs. PLAs are online ads that contain an image and text description on the search results page. PLAs are also referred to as Shopping Ads.

Users can find these ads:

  • At the top of search results
  • At the right of search results

In Google Shopping itself where a comparison is provided Google Shopping did well immediately, and with the timing of their launch being in the holiday quarter, the ads yielded an excellent growth rate for the company.

The increase in Google Shopping’s growth since 2012 has been amazing. Adobe’s Digital Index reported that advertisers spent 47% more on Google Shopping than they did in previous years.

Interestingly, Shopping Ads only represent 20% of paid search clicks, so it’s safe to say more growth is expected. Throughout the holiday shopping season shopping ad impressions increased among all device types, however, mobile devices saw the biggest jump.

Best Practices with Google Shopping

  • Accurate descriptions, inventory, and products Use keywords describing
  • Use keywords describing the product, style, color, and size, etc.
  • Use descriptions with 70 words as that is what users will see
  • Use very clear images
  • Offer promotions to stand out among competitors
  • Have a game plan for your campaigns based on industry
  • Make your site mobile friendly. This is not negotiable with the market trend
  • Use geographic bid modifiers when selling locally

The time is now to get involved with Google Shopping. Your focus should be on watching trends and devouring up-to- date information on Google’s constantly changing algorithms and tools. Otherwise, your business is going to find itself way behind. Consider working with a reputable firm to help you navigate through Google Shopping Ads.

For more information on how to successfully build an AdWords or Google Shopping Campaign, contact us at [email protected]!

AdWords Quality Score – What Does it Mean for Your Business

At the heart of it, the internet is meant to serve its users and whether it be on social media perusing the trends of the day, searching for products or providing valuable information during a user’s micro-moments, businesses can take advantage of its benefits.

In the case of Google AdWords, it’s important for businesses to take full advantage of optimizing their ad scores. Each ad that a business creates receives a quality score. The benefits of AdWords are truly seen when ads are rewarded with a high-ranking quality score.

This quality score allows for Google to determine what priority to give to competing advertisers. If you are a business who is using or planning to use AdWords, you must implement a solid plan that helps improve your Google Ad Score. The Ad Score is comprised of our major contributing factors. Let’s take a look at them and how they are interconnected with each other.

Ad Copy and PPC

To the advertiser, the CTR or click-through rate is a key metric to pay attention to. This determines how many users who conducted a search click on your ad. A high CTR can tell Google’s algorithm that you are producing relevant, useful, and helpful ads for users.

Google is going to recognize the advertiser and give them a hearty pat on the back for having PPC ads that meet the user’s needs. Google rewards the advertiser with ad rankings at a higher position and a lower cost.

What does this translate to:

  • Better ROI for the advertiser
  • Relevant results for the user
  • Quality control for Google

Hence, the positive, fulfilling experience users expect and deserve.Remember, Google’s position has always been that their goal is to provide relevant content to its users while harmoniously connecting them to advertisers waiting to fulfill their needs.

Organic SEO and Landing Pages

Organic SEO and landing pages are two of the key factors that weigh in on the AdWords Quality Score. How heavily? Nobody can say for sure due to the nature of the ever-changing Google algorithms.

So, why is organic ranking important to the AdWords Quality Score? First, we need to understand what the organic rank is. The Organic rank lets users know that a site is trusted, relevant or appropriate for their needs. A well-designed website will fair well with Google and will increase the natural or organic rise in rankings. Such a website would require:

  • Keyword research
  • Keyword organization
  • User relevant content
  • User relevant services or products
  • Inbound and outbound links
  • Landing pages with corresponding content

Properly developed and executed landing pages will always correlate to the PPC ads. Therefore, ad text and landing pages with related content will yield an AdWords Quality Score that is healthy.

While there is no easy, neat, clear or precise answer to raising your Quality Score, it’s our hope that you understand the importance of well researched and organized keywords, ad text that correlates, landing pages that add value and most importantly, relevance. There is a reason the experts all proclaim “Content is king!”

For more information on AdWords Quality Scores, SEO optimization, SEM, and how JXT Group can help, check out our blog or contact us at [email protected]

January 2017 Jersey Shore eCommerce & Marketing Meetup

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Our first Marketing Meetup of 2017 had a great turnout! Thanks to everyone who joined us at Stingers Bar & Grill in Long Branch. We had a wonderful time meeting new people who share our passion for online marketing and eCommerce.

Thanks again everyone who came out, we can’t wait for the next one! Join the Jersey Shore Marketing Meetup group!

Facebook: https://www.facebook.com/JerseyShoreMarketingMeetup/

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