At the early parts of the sales funnel you are trying to build awareness about your brand. Your target market needs to know that you exist. You need to get the word out.Popular choices in digital marketing is to use Google Ads and Facebook Ads that are both great in getting the word out. For this post we stick to Google Display Ads and exclude Google Search Ads. For search ads work better for lower parts of the sales funnel. By the time someone searches for something (eg. ‘Cheap flights to Paris”) you can be sure that the person is now looking for a specific destination. When your search ad pops up that mentions “Cheap flights to Paris” it becomes very likely that the searcher clicks on the ad to check out what your landing page has to offer.
With COVID vaccines all US businesses are hopeful that the pandemic will soon be behind us. Empty stores will be full of customers again!
It turns out the the smallest business with a physical storefront can now track ads from click to in-store purchase. Yes there is some work involved but all the data and analytics is free- for the Google ecosystem. For our variety of dear readers we discuss 5 different scenarios that would apply to your situation as a store owner.
The announcement by Google that 3rd party cookies will be gone in Chrome in 2022 has raised great concerns among advertisers. The AdTech community of hundreds of companies will also need to figure out their approach. Here is some background on this debate:
Businesses tend to wonder about the effectiveness of their advertising spend in terms of what they actually sold that could be attributed to advertising.To understand how advertising works its useful to look at the hierarchy of effects AIDA sales funnel credited to Advertising Hall of Fame member Elias St. Elmo Louis in 1898. No that was not a typo and check out the history of this kind of thinking called Hierarchy of Effects in the article by Barry (1987).
This post was originally published on April 22, 2014. We have many readers asking about the connection between the AIDA sales model and the Digital Customer Journey or Digital Buyer’s’ Journey. We are delighted to update the original post on March 5, 2021. We hope that this will help all businesses come back after COVID as customers go through their AIDA process online.
The search terms report tell you exactly what your customer typed on the Google search bar. The search terms are matched to the keywords you have purchased and a[Note: This post was originally posted on March 22, 2017. Since then there has been great interest on the topic from our dear readers. However, we realized that Google has now deployed (since 2020) enormous machine learning into how ads run. Also, we thought we need to clarify the customer journey more clearly for all clients. Thus the post is updated as of February 17, 2021]particular ad is shown.
A big misconception in SEO (Search Engine Optimization) is the confusion between web pages and entire websites. Search Engines look at web pages individually and not entire websites. Your entire website does not rank on Google but your web pages do. When SEO wizards claim that we can make your website rank on the firstContinue reading “Your website does not rank on search engines-your web pages do”
If you are an advertiser, then you need to consider how your customer is likely to process the advertising message that you want to give them. The Media by Appeal graphic with this post is a simple way of looking at what media is best for your message
Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.
The Coronavirus has challenged everyone globally. However, all content creators can get inspired by some popular nuggets from Mark Twain.
Go to any event and observe dressed up folks taking selfies. Or folks asking someone else to take a picture for them. Also observe how younger people are examining the background- i.e. the photo frame. The purpose of those photos is not to take a print and make an album. But to post on instagram!