(718) 690-7302 [email protected] Google AdWords, Google Shopping, Facebook Ads Management


Inbound Marketing: Using Google AdWords and SEO to Attract New Customers

Inbound Marketing, made popular by the digital marketing platform Hubspot, is the ideology that your company or brand should be attracting customers as opposed to interrupting them. Slimy sales tactics are thrown out in exchange for relevant content tailored specifically for your customers’ personas and search terms.

Below, JXT Group explores all the ways in which you can utilize paid search and organic SEO to strengthen your inbound marketing campaigns, optimize your content for distribution, and start attracting more leads to your website and brand.

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Inbound: The Fundamentals

The fundamentals of Inbound Marketing are made up of a tried and tested science of tactics and processes your organization can implement to attract new leads, collect their information, and close on a sale.

Attract – This is the first step of the inbound methodology and revolves around appealing to a customer’s needs and wants. Prior to attracting leads, it may be a good idea to develop customer personas. This will help you better define the unique customers you have.

During the attraction phase, companies are encouraged to create blogs, white papers, e-books, and case studies that are optimized with the keywords they would like to target.

Convert – During this stage, companies are looking to convert the traffic they have attracted into a lead. This is done through website forms (in exchange for an email or user action), call-to- actions, and landing pages.

Close – The goal of this part of the process is to close your lead into a customer. This is achieved through the use of CRM, workflows, and email marketing campaigns. Lead nurturing, such as providing prospective leads with useful and relevant content, is a major part of the success of inbound marketing.

Delight – After a purchase has been made, the buyer journey does not stop, it pivots, and it is during this time that companies should offer surveys and smart content to help improve the customer’s experience. Additionally, social monitoring can be utilized to find where conversations about the company are taking place.

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Enter Google AdWords

How does Google AdWords fit into this equation?

By providing all the tools needed to really capitalize on targeted keywords and allowing businesses to optimize quality content for Google’s search engine. Using AdWords is how you get your content in front of the right eyes. By running ads that use keywords relevant to your content, you are now linking searchers directly to the content they can consume right on your site.

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To summarize, you’re creating keyword rich content, then using AdWords to showcase your content to Google searchers. These searchers click on your ads based on search terms and are brought to your site which features the content that is of interest to them.

Additionally, because your inbound content is organic in nature, it helps increase your AdWords AdRank, saving you on your ad spend budget and helping to increase the performance of your ads.

Improving Organic SEO

One of the most beneficial elements of inbound marketing is the positive impact it can have on a website’s organic SEO. Inbound marketing implements a heavy amount of blogging, a surefire way to add optimized content pages to your website.

Each blog post on a site creates a brand new page that can be indexed by Google that is packed with text, keywords, media and more! Once you have a completed blog you can distribute it on social media and use it to attract users and push traffic towards your website.

Each and every industry has something they can start blogging about. Start by figuring out what your customers’ needs are, what keywords relate to them, and get blogging!

For more information on optimizing your website for inbound marketing & Google Search email us at [email protected]

Top Marketing CRM & Apps of 2016

With the explosive growth of Digital Marketing over the last five years, businesses and industry professionals are constantly looking for the next best piece of software to help them manage campaigns and content.

As the technology evolves, more tasks can be handled autonomously, giving marketers some breathing room amongst the chaos of the marketing frontier.

Below, JXT Group takes a look a variety of apps that are making the daily grind a little easier as well as giving users the freedom to customize how they want to approach their marketing strategy.


Hubspot is arguably the top dog when it comes to inbound marketing and customer management or CRM. With a wide variety of options available and an inexpensive option for small businesses, Hubspot is a top contender on this list.

Hubspot offers a complete package of options including real-time monitoring, consumer engagement, social media management and scheduling, blogging, and the ability to create custom landing pages and forms. This is only the tip of the iceberg. Users who fully take advantage of Hubspot will learn the science of inbound marketing, a science that has proven to increase sales up to 30%.

Its platform is attractive due to its all-in- one solution. Broken down by three tiers: basic, professional and enterprise, Hubspot’s simple yet comprehensive application makes it easier for businesses of all sizes to utilize its benefits.

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One of the top contenders to Hubspot, Marketo’s services are offered in a bit more complex package. The platform’s services are broken down into four areas: consumer engagement, real-time personalization, marketing automation, and marketing management.

One of the big benefits of Marketo’s service is its deep integration with Salesforce, being built around the same platform. Marketo offers itself with a bigger emphasis towards medium to large size businesses, as its pricing is not as affordable as competitor Hubspot’s entry level packaging.

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Marketo specializes in custom built solutions for enterprises, meaning that a higher level of marketing technology knowledge is required. However, with this ability, it’s easier for larger companies to make extremely detailed marketing campaigns with this software.


When speaking of Salesforce integration, it doesn’t get much better than Pardot, which was acquired by Salesforce. If Salesforce is the blood of your CRM, then Pardot will allow full integration with the platform.

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Pardot is relatively customizable depending on your goals. You can customize emails, target campaigns based on specific demographics, and can automate drip campaigns seamlessly.

One of the great aspects of Pardot is the ability to see leads and prospect activity easily on the platform. If your prospect makes a move or visits your page, you can easily send out a message with just a click.

Google Analytics and AdWords Suite

Taking a step away from CRM, Google’s advertising suite is a robust tool for businesses. 2016 is an even bigger year for GoogleAnalytics with numerous changes in the works. We’ll start seeing more integration with Google Maps and location-based targeting in the latter half of 2016, along with changes to the bidding structure.

Google Analytics is the ultimate tool for your website user data. Google has made seeing your user flow even easier with visual flow charts to show activity.

Even as a free tool, Analytics provides deep insight into user geographic location, acquisition data and much more. The Google advertising suite is a top choice for monitoring your website activity in 2016 and continues to innovate.

These choices are a great way to introduce advertising, lead acquisition, and analytics into your workflow. If you haven’t been tracking your customer acquisition and user flow for your digital projects, it’s about time you got started.

Amongst the sea of digital marketing apps these are the top tier choices right now, tomorrow a new bevy of choices could go live and we would all have to learn and adapt quick!

With that said, JXT Group is available for consultation and advice in the digital marketing field, we know it can be a little overwhelming, that’s why we are here to help.

Email us at [email protected] if you have any questions!

Google Shopping: Increase Traffic & Drive Sales

It started as Froogle, became Google Product Search, and has finally landed on Google Shopping, an appropriate name for a powerhouse platform that allows merchants and vendors to gain maximum exposure for their products and online e-commerce stores.

From an advertising perspective, Google Shopping can put your products and brand in front of an entire universe of eyes, but in order to really see a return on your investments you have to maximize your listings and SEO and implement the merchant platform’s best practices.

Below, JXT Group explores the various elements of Google Shopping and how you can use it to drive sales and build awareness for your brand.

Improve Website Traffic and Increase Sales

Google Shopping allows a company to showcase their products to a much wider audience, which can help increase website traffic and conversions as the search results are explicitly tailored to the user’s needs and link directly to a company’s website.

Essentially, this allows you to advertise your products first and your business or brand second. Once a user becomes interested in your product and clicks through to your website, they can discover your brand and learn more about what you have to offer.

Right now, if a user is to do a search on Google for a product keyword they’ll get the usual search results of ads that have ranked well for that related keywords, additionally, Google will also display a side or top panel of Product Listing Ads or PLAs. You can also discover PLAs by clicking on the Shopping tab on the Google search results menu.

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These PLAs are the Google Shopping results for a user’s search, showing them photos of the products, pricing, and the company selling the product. This is great placement to get on Google’s SERP, or search engine results page. It is visual, first and foremost, and can have a higher CTR given that it is a direct link to the product the user is searching for.

Google Shopping PLAs are an excellent way to drive traffic to your website and can help increase organic SEO and turn conversions, resulting in more sales for your products and page visits to your site.

Tips and Best Practices

Optimizing your Google Shopping listings is a step in the right direction for ranking higher on the SERP pages and reducing your overall AdSpend. Using high-quality images, mindful descriptions, and adhering to Google’s editorial guidelines will help your product be discovered easier and strengthens your overall campaign.

Additionally, planning for separate campaigns for your PLAs that focus on goals that are unique from the rest of your AdWords campaigns will help

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your data reflect more accurately, allowing for a more targeted approach.

One enhancement to consider is adding promotional text to your ad, this makes the ad more attractive to the searcher and highlights your special offerings.

For more information, Google has created an entire Best Practices Guide that gives detailed instructions on how to lead a successful Shopping Campaign. We suggest brushing up on some best practices!

But What About Amazon?

There’s no arguing that Amazon is a juggernaut when it comes to e-commerce and as far as gaining exposure for your products, it offers an incredible distribution channel, but it is not without its cons.

One major issue with Amazon is that it can absorb your brand and it can be very difficult for your company to stand out amongst the hundreds of others offering similar products on the platform.

This is where Google Shopping shines, as it allows for you to maintain your brand essence while still mass marketing your products in one fell swoop.

Additionally, ChannelAdvisor has been monitoring the data of both platforms and noticed that Google Shopping was steadily continuing to grow and gain market share from Amazon.

Appeal to the Mobile User

Smart companies know how important it is to keep their mobile customers in mind and this is still true for a Google Shopping Campaign. The beauty of Google’s PLAs is that they offer a mobile user the ability to shop locally and online simultaneously.

With the Google Shopping filter, users can not only filter by prices and brand names, but also by nearby locations allowing them to only see merchants selling these items in their vicinity.

Consider the last-minute shopper, someone who needs a product immediately. This person doesn’t have the time to wait for something to arrive in the mail, so they need to know what is available to them, within a local proximity. Google Shopping provides a solution for shoppers who are in the micro-moment, that instant when they need a product right then and there. As Google Shopping continues to refine itself and provide

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a more relevant user experience, JXT Group will be there to adapt to its state-of- the art capabilities.

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

AdWords Device Bidding: What You Need to Know

Right now, 80% of internet users own a smartphone and as of 2016, they are spending an average of almost three hours a day on their phone browsing the internet.

Micro-moments are the perfect example of mobile transformation – the quick “I want to know” instances where customers feel the instinct to look something up on the internet. What do your customers usually reach for when they have a random thought or question? Yeah, that’s right. Their mobile device.

Now, let’s apply that to the implementation of advertising. 90% of people consult their phone while they’re in a store and need to decide what to buy. Imagine your ad being the one they see first, encouraging them to buy your product. That’s where Google AdWords comes in.

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Device Bidding

Google’s first adjustment to accommodate for mobile use with AdWords was in 2013 with their enhanced campaigns. These campaigns allowed an advertiser to set up a single ad campaign on multiple devices but didn’t allow for individual bidding on each.

It was a step in the right direction but Google quickly found that each device needed its own system. Thankfully, over the next couple months, Google will be rolling out a revised bidding system called Device Bidding, allowing advertisers to set mobile use as the baseline for the campaign and to adjust targeting for smartphones, tablets, and desktop use.

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Tablet and mobile bidding will be huge for advertisers. Think about the at- home user; many of them browse and search on a tablet or mobile phone while sitting comfortably on their couch. It’s important to consider what they’re browsing and searching on as well as keenly targeting the relevant search terms they are entering.

If a company doesn’t have a campaign focused towards those particular keywords on that particular device, then the company may have less of a chance of its website showing up in its customer’s search results, therefore lowering the company’s chance of gaining a new customer.

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Utilizing separate campaigns means an advertiser can create more intentional and impactful moments for each device, attracting different users. This means more control over budgets and spending and more efficient targeting, with the biggest benefit being the integration between multiple devices and platforms.

The data will become more precise and this means more of the marketing budget can be applied to the most useful campaigns, as these campaigns are meant to increase ROI through website conversions.

This is much more detailed and strategic way of using AdWords, rather than just throwing it all in and seeing what sticks, which we never recommend.

What Does It Mean For Your Business?

Okay, so now you know about device bidding, but what is this going to do for your business? It’s going to work magic by allowing you to run a single campaign while targeting and optimizing for all the device varieties of your audience. This means you’ll be able to use each device to its ultimate potential to get your message across to your audience.

If the majority of your users come through a mobile app, it’s important that the base of your campaign is focused towards them. This means specifying your ads and keywords in their direction, creating more pointed and intentional interactions with users, which can lead to higher conversion rates and better return on your investments.

Thanks to Google, you can even collect data on how much website traffic is coming from each device, and start optimizing your landing pages and website for mobile.

These changes are just beginning to roll out which means they will only get more detailed and more refined as time goes on. It’s important for businesses to make the switch to device bidding to start gathering more data on each device so the adjustments on each campaign will be more precise.

Sounds like a lot of tech jargon? Using technology to market your business doesn’t have to be that intimidating. Google makes it fairly straightforward with all of their help documents, so don’t be afraid to dive and take your company to where it needs to be!

What Is The Future?

We don’t know exactly what the future will hold with Google AdWords, but based on these changes in device bidding, we can expect a lot more possibilities for the mobile user.

As of now audience targeting is limited to one campaign and is done in bulk. Ideally, there will be an integration with device bidding and each bid will correlate to a targeted demographic that is particular to a device.

Google AdWords is a high-powered machine if done right, and the more specific and precise it gets, the more power it will have over a business’advertising abilities.

Contact JXT Group to learn about how it can help with your search engine marketing and Google AdWords campaigns.

JXT Group Awarded Google Premier Partner Badge and Specialization

JXT Group is excited to announce that we have been awarded the honor of a Google Premier Partner Badge and Specialization, something which we couldn’t be more thrilled about.

Since forming JXT Group in 2009, it has always been the vision of Founder Menachem Ani to partner with Google and continue to expand and grow the company as he explores all the avenues involved in working so closely with an impressive company such as them.

Google AdWords Premier Partner

JXT Group offers search engine marketing and optimization and has a vast knowledge of Google AdWords and Analytics, which over the years the company has continued to expand and refine.

The fact that Google has taken notice and awarded JXT Group a Premier Partnership Badge is a testament to how hard the company has worked and how far we have come the past few years.

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A Brief History

Menachem and JXT Group team have been managing and monitoring Google AdWords campaigns since October of 2000, when AdWords was first introduced. Over the years they have familiarized themselves with Campaign Reviews, Audits, Advanced Research, and Strategic Management.

Originally AdWords launched with just 350 advertisers back in 2000, which is incredible considering today they have millions of companies all competing for advertising space and utilizing their services, whether display ads, Google Shopping Ads, or traditional text ads.


Throughout the years, JXT Group has seen many changes within the AdWords platform and has had to learned to adapt and transform with Google in order to be able to best serve their clients and stay informed on all the latest industry changes and trends.

Innovation and Adaptability: A Hallmark for Success

“Google has always been a company that has pushed innovation and their AdWords platform is continuing to change the way SEM is implemented,” states Menachem Ani, Founder and CEO of JXT Group.

He continued  “As they grow and change, we continue to educate ourselves on these changes and I think that is one of the major factors as to why we were able to obtain our Google Partnership Badge so quickly. We put in the work and it has definitely paid off. For example, when Google decided to drop the right side panel ads, JXT Group was right there to absorb that change and continue to make AdWords work for our clients.”

Whats Next? 

As Google continues to innovate and improve its AdWords and Analytics platforms JXT Group’s plan is to be right there with them, learning and adapting so we can better serve clients and continue to sustain our status as a Premier Partner.

For more information on how JXT Group can help you with your Google AdWords campaigns email us at [email protected]

Building Your Twitter Audience: The Fundamentals

Twitter has many functions and can be a successful business tool when used correctly. Many times when you hear someone talk about Twitter, it’s in reference to some silly celebrity feud or ridiculous commentary on a social situation, but Twitter can be a very effective business marketing and communication tool.

Did you know that 69% of users are more likely to buy from a business that they follow on Twitter? That’s a lot of people you could be engaging with and converting into paying customers!

Like most social media, proper advertising on Twitter requires a well-planned strategy. The good news is Twitter has made it easy for you to succeed by providing key stats and information with their Twitter for Business section.

Much like Facebook, Twitter ads are continuing to evolve and it only makes sense for these companies to include knowledge bases and learning tools.

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Audience Targeting

The first step to building a better audience on Twitter can be achieved through Follower Campaigns. It’s important to attract followers who care about what you are offering as a company. This enables the platform to be used as a marketing tool.

A followers campaign allows you to target very specific groups of people based on their interests, keywords in their profile, your competitors, and complementary brands. On their own, these people are just individuals who may relate to your business but together, they form a larger demographic network that create a sales funnel.

With a followers campaign, you can monitor exactly how many times your ads are seen, how many times your links were clicked, and how much you have paid for these relevant user actions.

When you’re defining your target, make sure to consider the following:

– Your social media audience

– Successful business demographics

– Current brand and company supporters

Twitter is great for providing information to people that are already customers, as it helps keep them engaged. You can answer questions, offer customer support, and implement fun contests and giveaways.

Amplifiers and Influencers

An influencer is a person or organization on social media that has a large number of followers and the ability to influence that follower base. We now live in a world very influenced by the movers and shakers of social media.

For instance, many people choose popular bloggers and Instagrammers to help promote their product, as they’re able to spread the message to multiple people at one time.

On Twitter, these people are called amplifiers, or Twitter Power Users and they are more likely to retweet your content, and 86% more likely to send tweets.

It’s these individuals who will help amplify your campaign and your messages, especially to those users who may be outside your current  network. Don’t be afraid to reach out to these people for help, after all, Twitter is all about being social!

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A keyword is a term that can be searched on Twitter and is generally associated with the user’s interests. Let’s say you’re a video production firm, keywords that may be relevant to you that would help a user find your account may be “video production,” “filmmaking,” or “explainer video.”

Think about the keywords that are embedded in your SEO for your website, these would be your social media keywords as well. They can help drive traffic towards your website and boost your organic SEO.

It’s important to keep them consistent so that you maintain your following, so pick the most relevant five to ten keywords and include them in your Followers Campaign.

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Pay attention to the context of the keyword. If your business sells bespoke mens suits, and the user’s tweet says “I hate wearing a suit every day,” they aren’t someone you want to promote to.

The keyword was in their tweet but it wasn’t the correct context. A keyword is just one way to master the entire targeted campaign. The more you do to improve your campaign, the more focused your targeting is.

Start A Conversation

Social media is a two-way street. It’s important to engage with your audience, however, until you build up your follower base, you should try creating a very specific engagement strategy. Engage with accounts that are going to re-broadcast your conversation in front of relevant eyes.

Choose influencers or industry leaders to converse with, and make sure the tweet contains relevant and relatable content. Ask a question that may be on the audience’s mind, or make a statement that will catch their eye and encourage them to answer you.

One way to do this is through a tweet engagement campaign, which allows your tweet to appear in front of a wide audience that is composed of your targeted demographic. It will show up as promoted but users can retweet and respond, therefore starting a conversation for you.

Make sure to have a quick reply time if someone does respond, as this shows them there really is another person on the other side.

Once you’ve gone back and forth a couple times, draw them out of Twitter by providing contact information through a private message. Encourage them to visit your website or send you an email to keep the conversation going and create a new customer.

Be Strategic

Social media can be a great sales tool but only when it’s used correctly. Make sure to plan everything out before you post or start campaigns. Take time to consider who your audience is, what their interests are, and what would attract them to your business. Building a successful following on Twitter takes a little bit of time, so be patient and do your research.

For more information on how to enhance your Twitter presence message

JXT Group at [email protected].

The Evolution of Facebook Advertising

Facebook’s Impact

The innovation driven by Facebook in the social media advertising world is unparalleled. Facebook advertising, as we know it, began in 2008 when Facebook introduced the ability for commercial entities to create a “page.”

The page function was introduced around the same time the mobile version of the platform was introduced. And so began Facebook’s domination in the social advertising game.

The platform evolved from just advertising a page to advertising a video, app and more much. The ability to advertise supplementary media is what set Facebook apart.

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Enter Instagram

If you didn’t know it, Instagram is now a part of Facebook. Sold for a whopping 1 billion in 2012, Facebook suddenly had a new tool on its hands. The real kicker came last year in 2015 when Facebook introduced Instagram Ads.

These ads now allow over 300 million daily users of Instagram to view ads as they scroll through photos. For a small business, this means instant access to a large, varied customer base of diverse interests. And since Instagram is natively visual, the advertising is potentially even more effective.


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Instagram offers the ability to introduce native ads from within the platform of the app. This embeds your advertisement seamlessly into a user’s scroll feed. This means your advertisement is less disruptive for users, making them more likely to inquire more about your product.

The process of implementing the ad strategy is the same. You can still utilize keywords and include hashtags to reach your audience. With these ads, you have access to the massive Instagram audience. Plus, Instagram is pretty fun!

The Power of Custom Audiences

One of the major tools Facebook has improved and innovated upon has been the use of custom audiences. With the new Facebook pixel, Facebook collects information from users who enter your site but don’t complete a purchase and creates custom audiences based on this data. Facebook has evolved its platform to enable specific targeting at this level.

So what can do you do with these custom audiences?

 Target based on user location

 Enable retargeting campaigns using emails entered into your site

 Create ad campaigns using email lists

 Save audience information to use custom audiences for different types of ad

Dynamic Ads and Beyond

Facebook has since introduced dynamic ads which change depending on what your customers view on your site. When users visit your business’ site, due to the pixel, Facebook will record what your users browse and use the information to serve ads relating to those specific products next time they browse Facebook.

Dynamic ads have proved wildly successful for both businesses and Facebook. Business owners have reported astounding results due to the specificity of dynamic ads and the fact that they can change from person to person.

No longer do businesses have to go into the ad tools again and again to change each ad. With dynamic ads, you can set certain parameters serving your business’ target audience and each ad will be custom tailored to fit that audience.

Facebook Live

“The average user of its service watches a live video three times longer than any other type of video.”

This statement, taken from MarketingLand, is the proof of things to come in Facebook’s relatively recent innovation into live video making. In fact, it’s Facebook who is shelling out the big bucks in order to reach large publishers and big names to help promote live video.

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Mark Zuckerberg views this feature as the future of the platform. In the coming years, the content on your timeline will be more video than today.

This means that as a small business, you have the opportunity to jump on the bandwagon while this feature is getting hyped. Chances are that live video will begin to be used by more small businesses once large publishers start promoting its features more and more.

So look in your marketing arsenal and begin thinking of how you can implement live video in your timeline.

Organic Canvas Ads

As of June 22nd, your business page will be able to utilize Canvas Ads like organic page posts. Canvas Ads have the ability to display multiple images, online videos, or photo carousels in one ad once the user clicks on the post.

The key difference is that the load times for these ads, which will be mobile only, can be up to 10x faster than in-app ads. If you have multiple media which you can use for an idea, using the new organic post Canvas ads are a great option to get interactive with your users.

Engage your users even faster with the load times and develop a running dialogue with Canvas posts which leave your users enticed to stay afterward.

The Creative Hub

An upcoming platform, called Creative Hub, will provide businesses with the ability to work and test on ads in real time while also being able to communicate internally within the hub. This eliminates the need for other tools like Slack to communicate.

The goal of this tool is to provide a way for users to create mock-ups, or showcase various ads that they’d like like to run. As a business, you can create multiple ads and see how each one will interact with your consumer base. Want to test it out or send it to others to review? Imagine everything in front of you, laid out at your fingertips – literally!

What’s Next?

Facebook will continue to integrate messaging, advertising and mobile together seamlessly into its platform. According to AdWeek, Facebook will be seeking to provide more collaborative tools for marketers.

In the following years, Facebook will be seeking to create the ultimate suite for its users. This suite will be geared towards mobile and video, as we are almost certain that the majority of Facebook content will be video in the next couple of years.

Start getting your video and Canvas Ads together and get ready for the future of Facebook.

Email Marketing – Crafting Stronger Campaigns

In order to create stronger email campaigns, it’s important to understand how email has evolved into the powerful marketing tool it is today. Remember when email campaigns were the newest, freshest thing in the world of marketing?

Neither do we! That’s because email has been around for what seems like forever and has become the number one way to market to customers and communicate directly with your audience.

Email Marketing Today

Today, a tremendous amount of marketing is done via email, so the measure of success is more about which companies can connect with their audience, inspire users to open emails, and create conversions than it is about having the technology to send mass email campaigns. It’s also important to have the strategy to actually accomplish specific goals through email, like improving open and click-through rate percentages and increasing website conversions.

This can be accomplished by developing new and exciting content that you can serve to your audience, involving them in your company’s experience through storytelling and fun company narrative, and sending series emails that capture their attention for longer periods of time.

To help you better understand your audience and what really interests them, try implementing links to forms on your website somewhere within the emails. The information collected can be used to gauge what type of customer segments your audiences fall into.

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Create a CTA

What’s the call-to- action you are trying to accomplish? Make it known, and be obvious about it. Calls-to- action are what email marketing is all about and can help direct users over to your site and increase traffic to your landing pages.

There is so much technological clutter these days; it’s important to make your message loud and clear. The proof is the proof! Check out these fascinating statistics on email marketing to help you better understand the right ways to approach your audience.


Open Rates

Be a person, not just a company. People hate spam, and people really hate feeling like they’re just some sardine in your can of sales targets. Sending your email campaigns from a real person, rather than a basic company email address can directly improve open rates. This is because it provides a more personal experience for your audience and deep down people want to feel connected to the brands they support.

Create clear and engaging subject lines — after all, this is your first impression and you want to make this point of contact really count. This encourages at least an open from the reader, and if you’ve got the info to back yourself up, maybe even a full read (as long as they don’t have to read a novel worth of text.)

Higher open rates can help influence higher click-through rates. If you’re getting a high bounce rate and low click-throughs, it probably means your list is old and out of date. Do a clean sweep and remove older emails that no longer open your emails, this way you’re only focusing on receptive email users.

Click-Through Rates

A click-through rate (CTR) is important because it’s an indicator of who took the time to actually go through and engage with your email. Your open rate may be high but it doesn’t necessarily mean someone is retaining or acknowledging any of the information in the email.

On average, a good click-through rate is 10-20% of your open rate, and a good open rate tends to be between 20% and 40%, but it depends on your list size and how many email campaigns you send a month.

Here’s the good news: you do have some control over your CTR. Segmenting your emails or serving the right content to the right people, can improve the probability that the viewer is going to actually read what you send them. Study your unique audience and adjust your campaigns accordingly.

For example, let’s say you purchase some men’s apparel from Target online. The next emails you get from them will feature similar men’s clothing items as they’ve determined those are the items of interest to you. A little Big Brother? Yes, but also fascinating and very effective.

Mobile Email

A Pew Study in 2015 showed that 64% of all American adults owned a smartphone, and Litmus found that 54% of all email is first opened on a mobile device. This means tailoring not just information, but formatting too, for a mobile device.

• Make sure that the text fits into a mobile-sized frame and is clear and readable, that photos aren’t cut off and that any links in the email point to a landing page that is optimized for mobile as well.

• Include social media buttons so the reader can easily share the information they’ve just read.

• Keep photos and attachments under 25 MB. Slow download speeds discourage the viewer from actually paying attention to your content.

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Video Communication

The real true game changer for email marketing in 2016 is video. According to HubSpot, video in an email leads to a 200-300% increase in click-through rates. Company executives are 59% more likely to watch your video than read your text, and 50% of executives are likely to look for more information after viewing a video. The statistics speak for themselves, and they’re saying that if you aren’t including videos in your email campaigns, you’re losing out on the numbers.

Keep in mind that two-thirds of email users cannot view a video in their email provider, but don’t be discouraged. This can be a fantastic opportunity to drive traffic to your website. House the video on your landing page, and simply hyperlink the email content to that landing page. Not only have you improved your CTR but you’re also encouraging the viewer to browse the rest of your website.

Be Creative

Today’s email marketing landscape is all about being creative, understanding who your audience is, and catering to their interests and needs. It can help you achieve goals with your email marketing that goes way beyond just putting a bunch of text and photos in front of an audience.

Design a strategy that speaks to your consumers about who you are as a company and as a brand. Pay attention to these tips and implement them in a way that makes the most sense for your marketing plan. Your readers are there, so it’s up to you to keep them engaged.

Google AdWords Expanded Text Ads: Everything You Need To Know

Google AdWords Expanded Text Ads

Google has unveiled a variety of changes in 2016, from core SEO implementations to algorithm updates, but the biggest update of the year so far may be the new Google Expanded Text Ads.

The new Expanded Text Ads will allow digital marketers and teams working with Google AdWords to have twice as much copy text within their ads. This will allow for ads to have longer headlines and more descriptive ad text, which optimizes the ads and pushes Google’s “mobile first” agenda even further, and we must say, we love it! More text could mean more powerful and effective ads.

Google AdWords Expanded Text Ads

The Times Are Changing

Google has said that this latest update is one of the biggest changes in the last 15 years, possibly even bigger than when they decided to kill off the right side SERP text ads.

As Google continues to transform its platform and provide a seamless experience on mobile and desktop, more and more changes will be implemented. As long as it provides more optimization and greater value for our marketing dollars, we’re all in!

Bigger is Better

Google’s current character limit, the ol’ 25-35-35, is now expanding and giving way to a new 140 character limit, which is the same limit that Twitter currently allows for. We have to wonder if Google’s previous update of indexing Twitter posts has anything to do with the new format.

The new limit will allow for more keyword insertion, more ad context, and longer messages that can start pulling on the interests and heartstrings of users placing searches. Headlines are also expanding and introducing two 30-character limit separate headlines that will be available upon launch.

Google AdWords Expanded Text Ads

Optimize and Improve

This latest update means that marketers can now utilize more copy to really create profound messages and get the most bang for their buck, however, it is still important to have some standard SEO and AdWords practices in place that can really make AdWords efforts more effective. This includes:

  • Optimized Organic SEO: Having healthy organic SEO will directly impact the cost and success of Google AdWords campaigns and increase ad rank.
  • AdWords Enhancements: Make sure to include ad enhancements like callouts, locations, phone numbers, and site links to improve your ad score.
  • Create Targeted Ad Groups: Instead of focusing on users placing broad searches, focus your efforts on targeted groups and utilize multiple ad sets to reach them.

Adapt, Create, Repeat

As Google continues to expand and transform its AdWords platform, it is a good idea to really keep on top of the latest trends, changes, and updates. Google’s changes almost always result in improved experiences for users and advertisers and JXT Group will continue to provide our customers with the latest information and advice that will them maximize their efforts.

As marketing grows and expands, we feel it is our duty to provide our customers with solid information and knowledge about the future of digital marketing!




Recap of Google Ads & Analytics Innovations Keynote


You’ll find a full breakdown of the major highlights from the keynote below. If you would like to re-watch the Google Ads & Analytics Innovations Keynote, click here.

Both Google Ads and Analytics have been entirely stripped down and rebuilt to focus on a world of mobile devices. This is in response to the fact that as of last year, more searches were completed through mobile devices than desktop computers, especially on tablets and smartphones.

The Announcements

First of all, Google has made two important changes to ads in the search results. Based on their research, longer titles are more useful to users, so they have increased the available title length. Also, in order to better describe the services of advertised companies, the description length has been increased to a full 80 characters. This amounts to about 50% greater text length in the search results.

Display ads are vital, and Google has solved the issue of displaying ads across the wide range of devices out there today. Now, instead of the old way of creating each ad, Google requires only a headline, description, image, and URL. They use this information to automatically create great looking ads on any device.

In the next few months, individual bid adjustments will be available for mobile, desktop, and even tablets. This is a drastic improvement over bidding for ads that will appear on multiple devices as the bidder may not want to market to subgroups of users using certain devices.

New Features

google maps new logo Google SearchGoogle Maps has been added to the Google Ad repertoire. They have been adding branded location pins, and the Maps page will bring up all local locations based on your search. There are ads in the sidebar for businesses relevant to searches. When each pin is clicked, a branded business page with directions, promotions, and phone numbers comes up. They are also adding in the ability to show results for branded pins along people’s routes when they search for directions.

AdWords had a store visit metric added, and in the past two years, it has measured over one billion store visits across the globe. This ability allows stores to measure how many of their in-store customers were driven there by online searches. In fact, that traffic is higher than a number of online purchases due to searches. Google is working on expanding and improving this technology and effect over the next years.

This, along with the keyword analytics provided by Google, is providing companies the ability to research what works in bringing customers to their online stores. Through this research, many companies have started driving more customers to their locations first, which often results in offline purchases. Due to the shift to mobile, the new features that Google has added is providing businesses the ability to get a higher return on investment by getting the right ads and results to the right customers at the right time.

DoubleClick Bid Network and Google Display Network are tools which allow advertisers the best ways to target their ads and get them to the right customers. Through evaluating tons of signals, Google is able to provide the best bidding options for ads and the ability to cross-exchange inventory. This automatically allows companies higher reach with the precision and high conversion rates of search to purchase that Google is excellent at providing, and it all costs the same as before.

Go Deeper with New Tools

Remarketing list for search ads (RLSA) is a way to focus the efforts of advertising campaigns that focuses on customers who have previously visited companies’ sites.

Google now offers Similar Audiences for Search. This works with RLSA to focus on new audiences with similar searches, providing much higher returns on investment for companies.

On the homepage of AdWords, it is now easy to read overviews of current campaigns, which allows companies to see what’s performing well and what needs attention. The ability to see what keywords and ads that are performing well, what devices they are on, and where in the world they are.

Analytics has become a suite of six tools that will integrate better with Ads. Analytics has been programmed to be intelligent enough to automatically optimize Ads, and the tools therein are easier to access and share.

Analytics will have deep integration with AdWords, which increases testing agility and reduces the setup times for a new site experiment. Some companies have reduced setup and deployment times from days to minutes utilizing this tool along with Analytics Smart Goals. Google calls this tool Optimize 360. The have advanced to where it is now open for the paid beta period.


Data Studio 360 allows companies to better collaborate both externally and internally. It allows data access, report writing, and share this information in one tool. This drastically reduces the time needed to access data, write descriptive and dynamic reports complete with data in a few clicks, and share it with colleagues, supervisors, or clients in minutes. It is even possible to virtually work with others to write these reports. Emailing this information for rewrites, editing, and review is now obsolete. It is also in paid beta and has a free beta in the U.S., to be launched globally throughout the year.

Google is also testing a tool which will allow the ability to ask a question through typing or simply talking. This tool will parse the question and analyze the data to return unique analysis of the data, without having to manually look through it and check to find the answers. So, if you needed to know a specific amount of results from certain search parameter in a certain time frame, all you have to do is ask and the tool will tell you. This is not a tool yet released, but will be soon.

What This All Means

Google Ads and Analytics have both undergone a revolution that will greatly improve targeted ads and the ability to read, understand, and share data analytics. All of this improvement translates to an increased return on investment, significantly decreased time investment, and continued low costs.

Read more about the new Google Assistant, Home, Android N, Instant Apps, Allo, Duo and Daydream.