Google Advertising Announces New Products

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As a Google Certified Partner Agency, BrownRice Marketing is always at the forefront of the new innovative products made available by Google Advertising. Here are a few of the most impactful updates to come out of this year's Google Marketing Live event:

Introduction of “Bumper Machine”

Video ads are continuing to become a more popular option as they keep users engaged. “Bumper Machine” takes a 90-second video ad that you submit and turns it into 3-4 six second video ads.

Merging Custom Affinity and Custom Intent Audiences

You can currently create two kinds of custom audiences on Google Ads: Custom Intent and Custom Affinity Audiences. Custom intent requires you to provide keywords and competitor URLs to form an audience list. Custom Affinity Audiences allow you to create an audience list based on users interests and habits. Google is now combining the two into “Custom Audiences”. We will now be able to create an audience segment for Search and Display campaigns based on keywords, URLs, user interests and behaviors.

Display + Video 360

Starting in the Fall, we will be able to serve Display & Video ads on Smart TVs. These ads will be shown on National Networks, Local TV stations and Apps within Smart TVs (Spotify, YouTube TV, etc).

Google Shopping

Users can review and purchase items online from Google directly. Users can filter by features, brand, etc.

New Budget Planner

Google introduced a budget planner that takes campaign data and settings to forecast campaign performance. We will be able to determine the best budget allocation in order to get the most conversions.

Connect with our BrownRice Marketing team today to start making these innovative advertising techniques work for your business.

Your Guide to Facebook Live

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Thinking about going live on Facebook with your business? Facebook Live is a great tool for engaging with your audience on social media, and the best part is it's free and simple to use! Before you hit that broadcast button, check out a few of our insider tips on getting the most from your live stream.



1.     Decide on the topic of your live video

Facebook Live is the perfect forum for a Q&A with your followers, sharing the latest news, and giving your followers a behind the scenes look at your work.


2.     Let your followers know ahead of time

Create buzz and excitement by posting about your Facebook Live plans a few days ahead of time


3.     Plan out logistics

Before you go live, be sure to test your WiFi strength. Decide where the broadcast will take place and test your lighting.


4.     Equipment

Investing in an inexpensive tripod or camera phone stabilizer will make a huge difference in the quality of your live video. If you really want to take it to the next level, try using a mic or a widescreen camera phone clip-on filter.


5.     You're Live -- Now What?

Once you've started the live broadcast, greet those watching by name as they join. Ask questions and respond to comments to encourage discussion and interaction. The more engagement your live video has, the more people you'll be able to reach. If you slip up in your delivery, don't panic! Just take a breath and keep going, your authenticity will mean more to your audience than saying the wrong thing.


Now that you're ready to take on your first live stream, how will your business utilize Facebook Live?

Behind the Scenes at BrownRice Marketing

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    There are many things we do ‘behind the scenes’ that most are not aware of. Here are a few:

  • Daily internal correspondence, meetings and expert work- We meet daily to discuss our clients' goals and strategies, review current projects and brainstorm new ideas.

  • Creating advertising messages- Our team works together to create effective campaign messages for traditional media as well as social media and digital advertising.

  • Auditing media invoices- We collect advertising invoices for the media we have scheduled and then audit each to ensure accuracy. If a commercial runs outside of scheduled times, we get a credit for the cost of the ad or additional commercials as a “makegood.”

  • Our proofing process- We make sure that all creative messages are proofed by three people in our office in addition to the person who created the advertisement, brochure, website or any other kind of marketing collateral.

  • Constant review of analytics- We are constantly reviewing Facebook analytics reports for social media and Google Analytics for digital advertising, as well as Nielsen ratings for traditional media. We monitor progress and make changes to continually have our clients' message at the forefront where people are seeing it and responding to it. 

  • Deadlines- We use a project management calendar to make sure our team is ahead of all deadlines.

Let us know if you are interested in hearing more about these services.

2019 Digital Marketing Trends

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We're nearly three months into the new year, and it's more important now than ever to keep your finger on the pulse of the digital advertising industry! Let's dive into some of the trends that we think will have a major impact this year in advertising:

1.  Digital marketing campaigns can generate excellent results when advertising on multiple channels.

Businesses that share a consistent message between channels can reach potential customers at each part of the marketing funnel. Campaigns that advertise on Google & Facebook can see a lift in search interest by up to 35%.

2.  Chatbots are here to stay

Chatbots are an affordable way to generate legitimate leads and speak with your customers or website visitors in real-time. In fact, over 1.4 billion people interact with chatbots per year. These virtual assistants offer outstanding customer service, meeting customers’ expectations and automating repetitive tasks. When you put a chatbot on your website, you are only charged when someone provides enough information to become a lead.

3.  Use the search data at your fingertips and get personal with your advertising

In order to stand out from your competitors in 2019, you need to personalize your marketing – and that means personalized content, products, emails, and more. With the availability of data like purchase history, consumer behavior and links clicked, creating custom content has never been easier.

4.  Don’t forget video advertising

If video advertising is not included in your 2019 digital advertising plan, consider the following metrics:

52% of consumers say that watching product videos makes them more confident in online purchase decisions.

72% of businesses say video has improved their conversion rate.

Live videos are becoming particularly popular, with many businesses using it for interviews, product demos, “behind the scenes” access of events, how products are made, etc.


Get Leads on a Shoestring Budget!

4 Reasons why Pay-Per-Click can get you leads on a shoestring budget.

Are you working with a shoestring budget? Or worry that you are not getting your money’s worth from digital advertising? Pay per click is the perfect medium to generate leads on a small budget.

1.     Pay per click (PPC) generates the most leads for your budget

With PPC ads, you only pay when someone is interested in your product. This is the most straightforward way to generate leads and is perfect for a company working with a small digital marketing budget.

2.     PPC is the most flexible type of advertising for your budget

PPC ads allow you to put a cap on your daily budget and can be changed at any time. This allows companies/businesses to strategically place ads at a specific time and place to better generate leads.

3.     Easy to see Return on Investment (ROI)

PPC can be tracked instantaneously with concrete data showing number of click-throughs and phone calls generated.

4.     PPC is a great way to test new products or services

PPC advertising offers an easy way to expose prospects to your company’s newest offerings. For example, your business could create two PPC ads featuring two new offerings and gauge which product had a higher click through rate.

The time for professional Pay per click (PPC) Management is NOW!

Since Google is constantly making changes to their algorithm and layout, it is important to have PPC management and a strategic plan to get more conversions. Having professional PPC management will keep you ahead of the competition and your company will be able to see an increase in click-through rate (CTR) and leads.

The Importance of Retargeting

Are you aware that only 2% of web visitors convert to a sale or other action on the first visit?

Did you also know that users that are retargeted are 70% more likely to convert?

Retargeting (or remarketing) is a common branding and conversion optimization tool for businesses. Remarketing shows ads to people who have visited your website. When people leave your website without buying anything, for example, remarketing helps you connect with them by showing them relevant ads as they browse the web, or as they use Facebook. Done correctly, a remarketing campaign can increase ROI while lowering the cost of customer acquisition. However, a poorly executed retargeting campaign can be a waste of money if not done right.


1.     Target people when they are most likely to buy

Remarketing provides well placed and properly timed ads to drive your customers to your website when they are most engaged.

2.     Create retargeting ad campaigns with a specific goal in mind

Whether you are trying to boost sales, build brand awareness, or even increase newsletter signups; it is important to have a specific goal in mind when starting a retargeting ad campaign. Your goal will determine the copy within the ad and where to place it.

3.     Retargeting works best in combination with other digital marketing tools

To fully optimize your retargeting ad campaign, you need strategies for demand generation in place as well. Original content on your website and use of Google AdWords helps drive visitors to the website, but cannot help conversion optimization. Conversely, retargeting leads to more conversions, but does not drive visitors to the website. The best digital campaigns have a mix of both.

4.     Segment your website to more accurately retarget customers

Segmenting customers is the best way to optimize your retargeting campaign by reaching targeted users your business is seeking. For example, recent car-buyers should not be grouped with prospective car-buyers. Sending a sales ad would be redundant. Another example would be creating a “shopping cart abandoners” list that shows ads to the people who add something to their shopping cart but didn't complete a transaction, and then targeting those people with a specific ad. Professional remarketing management, done right, assures that your company is segmenting your customers to effectively retarget customers.

If you are ready to take on new customers, clients or patients from retargeting, let BrownRice Marketing help you take your digital marketing to the next level! Let our team drive targeted traffic to your website and help you make the best decisions for your digital advertising budget.

PPC VS SEO

What does this mean?

Google seems to be intentionally blurring the lines between paid ads and organic searches, which is driving up click-through rates (CTR). Google is continuing a trend that favors Pay-Per-Click advertising over Search Engine Optimization (SEO).

Here is a list of notable changes to Google’s platform that will affect your businesses ability to advertise

1.   Launched sponsored results on Google Maps

This feature allows for your business to be shown as one of the listed results below the search box and map, which will increase the click-through rate significantly.

2.   Increasing sponsored results from 2 to 3 on SERP

In a further attempt to push PPC ads, Google is adding another sponsored result to the top of the SERP. This not only increases the click-through rate but also pushes down organic results and makes getting on the first page even tougher.

3.   Moving sponsored results to right above organic results

When sponsored results were placed to the right of the organic results, it was easy to distinguish the difference between the two. This change blurs the line between paid ad and organic search.

4.   Pay-Per-Click and Search Engine Optimization (SEO) work best together

For a business to truly find success with digital marketing, they need to be able to generate visitors to their website along with converting prospects into customers. PPC has shown to work best for prospects ready to make a purchase while SEO is best for creating impressions.

Digital Display Advertising

1.      Allows for specific targeting of users

Digital Display advertising allows for ad placement on other websites. This is a great way to have your company’s ad be placed on a website or blog that shares a similar target market. Even if the reader is not currently in the process of buying your product, they will have a higher recall rate for your brand just by being exposed to your ad.

2.     Allows for flexibility with the ad

Digital Display ads come in different shapes and sizes, whether they are banner ads, video ads, animated ads, or even interactive ads. Digital Display ads offer more room for creativity than an ad placed on Google. In addition, display ads are bought on a CPM basis meaning you are paying for 1000 impressions. Since your ad is guaranteed to get 1000 impressions, it allows for companies to select a more premium website for their ad.

3.     Retargeting is necessary

Digital Display advertising and re-targeting go hand in hand. Display ads are a great way to get people to your website and build your brand, which works best when those people are re-targeted so they do not forget about you once they leave the website. A strategic mix of Re-targeting, Search Engine Marketing (SEM), and Display advertising is the best bet for increasing your conversion rate along with building your brand.

4.     Google Display Network can work for your budget

Businesses that are working with a smaller budget should consider advertising on the Google Display Network (GDN). When done properly, the GDN can be a great way to target people on the internet. By only targeting the cities you serve, your business can properly segment their target customers at an affordable rate.

 

If you are ready to take on new customers from digital display advertising, let BrownRice Marketing help you take your digital marketing to the next step! Let our team drive targeted traffic to your website and help you make the best decisions for your digital advertising budget.