Monthly Archives: June 2013

The One Advertising Tool that Can Help You Beat Shopping Cart Abandonment

A lot of online merchants struggle with shopping cart abandonment. A majority of people shopping online are fickle, undecided, or simply distracted, and because of this, most of them leave a website without completing a purchase.

Fortunately, the Internet marketing industry has come up with a clever way to beat shopping cart abandonment. Remarketing is a form of online advertising that specifically targets users that visited a online store without buying anything.

When a user visits your website and leaves without completing the checkout process, the remarketing technology will drop a cookie into that person’s browser. This will enable the system to remarket your products or services to that person even when they’re visiting other sites. So when that user is checking their mail or reading other blogs, they’ll see your ad (typically in the form of a display banner ad) and be reminded to return to your website.

Remarketing effectively converts window shoppers by reminding them to return to your website and complete a purchase. This type of advertising is particularly effective because it targets people that have already visited your site. This means that those users are probably already interested in what you have to offer and just need a little push to convince them to buy.

Display Banner Ads and Beyond

Remarketing ads usually appear as display banner ads, but recent developments now allow advertisers to go beyond display and use other formats such as email, search, video, mobile, and even apps. This is a big boon for marketers because it gives them a chance to reach users using various channels.

Since users are exposed to so much more than banner ads, this form of cross channel remarketing allows advertisers to touch base with customers even when they’re using their smartphone, playing games, or watching videos.

How to Successfully Implement Remarketing

You what they say about how having great power comes with great responsibility? Well, the same can also be said about remarketing. This form of advertising is definitely effective, but you need to be careful about remarketing being too effective.

Don’t overdo your remarketing ads. Often, ad networks will allow you to set a cap on the frequency of your ads. Use that cap, and limit the number of times that your ads will appear. If a user sees the same advertisement over and over again, they might think that they’re being followed. Avoid looking like a stalker and keep those remarking ads to a minimum.

And while it’s true that cross channel remarketing lets you advertise through several platforms, this doesn’t mean that you should utilize every single channel for your ads. The beauty of cross channel remarketing is that it’s like a buffet. You’re given a multitude of choices, but you’re not obligated to put everything on your plate.

The best way to implement cross channel remarketing is to get to know your audience. Do they use their smartphones a lot? What kinds of apps are they into? Would they appreciate video ads? Ask yourself these questions first before displaying your ads.

Once you’ve done your research and know what your customers are into, go ahead and remarket away.

 

Call To Action on Twitter

Trends come and trends go, but Twitter is a trend that has developed well enough to provide users, businesses and everybody in between to get their message across in many different ways. What businesses are capable of on Twitter has gone far and beyond what many thought would be possible when the website first began to reach its popularity, and now they have done everything right. What we plan on doing for you, is breaking down how Twitter can help you with a Call to Action that will get your brand recognition by giving you examples of tweets and other helpful tips.

First, we’ll break down a Call to Action. A Call to Action for any business is essentially letting your customers know what you want them to do. For instance, if you’re having a deal and want your customers to go to the page, the Call to Action will tell them about the deal, where to go and provide a link for them to go to.

Now, the advantage of Twitter is having the ability to utilize the features offered in order to get the Call to Action noticed and get potential clients and followers to complete that action. Twitter features some amazing options that users have in order to spread the word of your tweet, find your tweet through searches and even favorite your tweet to come back to it at a later time. As a business with a social media marketing campaign, it is your opportunity to test all that Twitter offers in terms of features in ways that you can get your Call to Action noticed and completed in relative ease.

Here is a breakdown of tweets that you shouldn’t send out and tweets that you should send out when utilizing a Call to Action.

Don’t:

“Check out all our new deals here and let your friends know all about it – (link)”

While that tweet provides a link and lets the users know what you want them to do, it is a bland tweet and doesn’t use what Twitter offers in order to get more recognition. When it comes to Twitter, the use of the hash tag (#) before words is what will highlight words to showcase things a little bit more of your tweet and catch the attention of users. Here is a tweet that can be sent out to utilize the great tools offered by Twitter and get your point across.

Do:

“Brand new #Deals! Save money on your next purchase and #RT for your friends to #SaveMoney – (link)”

You can even use the Twitter mentions (@) to send it to other specific users that you think would help spread the word and retweet your Call to Action to others. This will be the most effective way to get your point across. You can even offer incentives to users such as an entry to a sweepstake for a retweet to their friends in order to get them to check out the link and share it.

Relevance is the Key

In the world of marketing, relevance is one of the keys to success because you are reaching your target audience that is already showing an interest in a category similar to what you are offering. The best way to reach relevant interests is showing up on search, which in itself can provide a great deal of success to any marketing campaign. Having the ability to show up in searches, whether it’s the full site or just ads, can be very crucial to how much you can do with your future successes and ability to make the most out of your marketing campaign.

First, showing up in searches could be a big deal, but only if the content of your ad is relevant to what is being searched. For instance, if your ad is for a deal on electronics, but the search is about gardening tools, odds are the user will just skip over your ad without a second look because it is not what they are looking for. However, if you deal with electronics and the user is searching for tablets, your ad will be relevant to what the user is looking for, thus reaching your target audience through their search in order to make sure you get their full attention on the matter.

Relevance can make the world of difference when it comes to marketing because as any advertiser knows, ad space can cost a good amount of money and sometimes, it doesn’t always equal profit because it could be reaching the wrong audience. When your items show up only on content that is similar in category, it goes to interested parties and you’re not wasting money on users that won’t even take the second to look at your ad, let alone click through. Having the right relevant content to display your ad on is crucial to the success of your marketing campaign, especially when it comes to showing up on prominent search engines like Google.

When you can make sure your ads are relevant with the content, whether it be through search, mobile, video, on page, or any other channel, that is when you can push your campaign out to its maximum capability. If your ads are currently out there on any ad space, check to see analytics on where you get the majority of your hits from and determine if the site is relevant to what you are offering. Odds are this is the case and you will decide to stick with only relevant content to add your advertisements on.

Don’t let money go to waste by placing your ever-important ads where nobody would care to see them. Put the focus on the most prominent channels targeted at the right people and you’ll begin to see the big difference (and most likely an increase) in your revenue due to spending less and focusing your finances and ads on the right locations. Always remember that in marketing, relevance is the key.

Social Media Marketing Done Right

As far as marketing goes, there has been a new wave of success that has come from the utilization of social media networks in order to complete some of the best marketing campaigns. For some of the most successful social media marketing campaigns, the use of Facebook’s business pages and the analytics, ability to interact and plenty of other opportunities that the website gives its users has been the staples that drive ads and other displays. Here are a few things that any business can do to utilize social media sites such as Facebook in order to get the most out of a marketing campaign.

The first thing to remember when it comes to Facebook and getting the maximum capabilities of a social media marketing campaign is that the interaction opportunities on the website are going to be a huge positive for what you are trying to accomplish. Fans of your business — clients, customers, potential clients, etc. — have the unique opportunity to reach a company for support or other needs in a quick and easy fashion that they have not had before. You become available for them in order to answer questions, give support or even push out deals all on one page.

To expand more on the idea of pushing out deals through social media markets, this is the perfect opportunity to gain more exposure by putting out exclusive deals that your social media fans can take advantage of. Let’s use Facebook as the example again and use their ‘Share’ feature when it comes to spreading the word of deals and gaining more exposure. If you want to be able to get more individuals to share your page with others, here would be a good status that gives incentive and catches the eye of clients in a positive way:

“Hey everybody! Want to get 40% off the hottest items? If we can get 100 likes in the next hour, we will open a sale and put some of our most popular items on sale for our wonderful Facebook fans. So share this status, share our page and save money!”

With that status, you’re giving the incentive of a deal by having fans that already like your page sharing with their friends. Word of mouth — or in this case keyboard — is one of the more powerful ways to market a company and depending on the amount of fans you have, the chance to increase your page ‘Likes’ becomes that much more important. Why stick with 5 customers when they can each tell their friends and you end up with 25 customers?

Utilizing social media is easy once you get the hang of it and understand what it is your target audience wants. If you offer them something, odds are they are going to share your brand, share your statuses and keep others talking about you as well. Get on it and get your social media marketing campaign rolling.

The Latest Ad Trends, Tips, and Tricks

As the years progress, our way of life follows suit. One of the greatest facts of the human evolvement is that we progress in our technology. If anything, we’ve got that to show for our existence. Ads are no different! The world of advertisement is becoming more and more digital with each passing year. If you’re like most upcoming ad gurus, you want to know what works fast and what works now. You don’t want to fall behind. Your first campaign sets the tone for your company, so you should make it a beautiful one. Here are some of the current advertising trends.

  1. The World Wide Web – Ah, the glorious universe that is the internet. Such a magical and majestic place. Currently, you’ll find 2,405,518,376 internet users worldwide. If you can reach even a fraction of these people – I’d say you’re doing a darn good job. Let’s get a little deeper, shall we?

-          YouTube: Placing an ad on YouTube is probably one of the smartest moves that your company can make. 100 hours worth of YouTube content is uploaded every day, so that’s a lot of viewership. Placing your ad with the right demographic will increase awareness in your campaign.

-          Interactive Banner Ads: Nowadays, companies are featuring compelling stories and exciting content in their banners. The objective is to make your banner the least annoying that it can be while getting your story and point across.

-          Mobile Marketing: This is perhaps one of the best and most current forms of advertisement. With mobile marketing you creative a great form of communication with your consumers.

-          Native Advertising: This method of advertisement helps to gain attention without interrupting the users online experiencing. Next to mobile marketing, this is the way to go!

  1. Television – The television is an age old form of advertisement. We’re talking about commercials, of course! Just as much as people use the internet – you can bet that they’re watching TV too. Now, buying ad space and filming a commercial may seem like an expensive route. That’s because it is. However, your outcome may be greater here. Commercials reach billions of TV watchers. Even though we now have the ability to fast forward through those pesky commercials we find that we stop to watch the entertaining ones. So, it’s very simple. Create something funny and entertaining. If your commercial is well-liked, you’ll see it on the internet. People will share your commercial on Facebook and other places simply because it was funny. All the while you are spreading awareness of your campaign. Think of it as a simple process, and build your campaign from there.

Ads are simple yet complex. The best of the best started from the bottom and failed. Failure should be looked at as encouragement and life experience. Just like any industry – it’s pretty “cut throat”. All scariness aside, implement your smallest idea and build it up as you go. You don’t want to start huge with nowhere to go, it won’t be so scary. Good luck!

 

Be Effective without Being Unobtrusive with Inline Text Ads

If there’s one pet peeve that web surfers have about online advertising that would be obtrusive ads. Those adverts that pop out of nowhere and make users browsing experience any less smooth than it should be is a sure-fire way to turn off potential customers. Sure these types of ads may get them to notice you, but it’s definitely not the kind of attention you want.

Fortunately though, there are a few ad formats you can try to effectively make an impression without annoying users. A good example of such ads are inline text ads.

Inline text ads appear as underlined keywords on the page. They’re subtle but not to a point where they’re hardly noticeable. These ads show up as underlined words and are only displayed when users hover over the keywords. For instance, if the relevant keyword on the page is “new iphone”, visitors will be able to see related articles and websites about the new iPhone when they mouse over the underlined word.

Relevance is key

There’s nothing worse than irrelevant ads. Consumers usually get annoyed when they see advertisements that aren’t related to their interests, publishers don’t earn any revenue off of them, and advertisers don’t get any conversions. Fortunately though, this problem doesn’t come with inline text advertisements.

Most inline text ads are pretty intelligent. They usually use special algorithms and targeting capabilities to ensure that the sponsored messages being displayed are relevant to the users viewing them. For instance, if users are reading an article about Maroon 5’s latest concert, the types of inline text ads that would appear would be ticket sales for Maroon 5 shows in their area.

As you can see, this type of advertising offers a win-win-win situation for all parties: users get to see ads for things that actually interest them, publishers earn revenue from valid clicks and impressions, and advertisers won’t blow their budget on low-quality or uninterested visitors.

Relevance is the main reason why inline text ads work so well. Since they serve up messages that are already related to what users are searching for, they get extra high click thru and conversion rates.

Unobtrusive

Inline text ads are probably the most unobtrusive, space-saving ads on the web. They work great for websites that have a lot content in them because they can be displayed without disrupting the flow of text on the page.

Unlike flashy graphics that can sometimes look tacky or out of place, inline text ads look classy and native to the page.

Additionally, their default setting is always “opt out” so users who don’t want to view ads can just browse in peace. And if they do hover over the keywords and see the ads, they can always hit the close button and continue reading.

 

Videos Can Make a Huge Impact on Your Campaigns

All the huge statistics and wonderful claims about videos isn’t just fluff from video companies, you know. Research has indicated that videos are actually twice more likely to show up on Google’s coveted first page results compared to websites that are just in plain text.

What’s more, it is already a widely accepted fact that human beings are now more visual and so they’re attracted more to moving images compared to just text. Video also makes communication much easier and enables people to demonstrate and instruct viewers more effectively.

Research by data giant comScore actually supports this. Just last year, the company revealed that displaying company-produced videos along with videos submitted by users is actually an effective way to boost sales and engagement. The said study was implemented in conjunction with EXPO, an online video company for the purpose of examining and measuring how videos made by professionals and how videos created by regular users impact and complement each other.

In the said study, the researchers gathered some consumers and asked them to take part in an exercise that will help determine just how effective professional videos, user-produced videos, and both combined together.

Apparently, the researchers have discovered that “Professionally-produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User-generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line. When exposed to both professional content and user-generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together.”

Not only that but comScore and EXPO also gathered a second group of consumers and asked them to participate in another exercise where after seeing the content, would need to voice out their thoughts and reactions. The results were as follows: While pro videos were successful when it comes to informing users, those created by mere users “were more successful at producing emotional intensity, key message communication, and ease of relating to.”

Moreover, according to the researchers, “When consumers were exposed to both professionally-produced and user-generated content, the combined increases were greater than for either of the individual media exposures.”

These findings just go to show that video is truly making an impact both in the intellectual and emotional sides of people. So whether you’re planning to market yourself as authoritative source or expert to get clients to trust you, or are intending make people laugh or maybe even pull on their heartstrings, video is certainly a great way to go.

Consider using this medium in your next advertising or marketing campaign and measure the impact that it has on your users and your brand.

Ad Blogs that add to your Knowledge

Advertising can be a tricky skill to grasp if you’re new to the scene. In fact, everyone finds it a bit frustrating at first. The trick to mastering this is practice, research, and practice again. For the most part, the process seems pretty harmless. If you’re looking for some blogs to research you should look at top tier blogs. After all, you want to take advice from a blogger who has a well-known blog. This means that they actually know what they’re talking about in terms of marketing and advertising. Here are some blogs to get you started:

  1. AgencySpy – the CIA of agencies. This websites does all of the company sleuthing for you. Get the latest updates on who is getting hired, who has currently lost a big account, and where layoffs are taking place. This is not a site for advice, but it gives a great insight to the inner workings of the industry before you get heavily invested. It covers things that others might have missed while giving you’re the truthful and well-deserved
  2. Copyranter – Lead by Mark Duffy, Copyranter is the go-to site for identifying viral content. The ads that are posted on this website are humorous. Though – this website displays mature content. Copyranter’s Mark Duffy now writes for Buzzfeed.  This ensures that the content you’re reading is, in fact, top quality content.
  3. AdFreak – Focuses on the new and creative. Adfreak is filled with “easy to get through” content as well as interesting videos.
  4. Adland – This blog has been around since 1996. So, it knows a thing or two. It posts some of the best ads of all time while showing you what works and what doesn’t in the world of advertisement.
  5. Media Decoder – This blog is spearheaded by The New York Times. This huge media blog gives extensive coverage of the advertisement and media business.
  6. AdExchanger – This is a specialist blog. John Ebbert and his team makes sense of the world of online advertising. They do this through short interviews. Needless to say, it’s very entertaining. The website reads like a newspaper (which sounds about right – given its founder). This, in turn, means that there is a great space for limitless content. If you’re doing research on the latest and greatest of the media – this website just might be your go-to site.
  7. What Happens In Media Planning – Super funny media planning GIFs!
  8. I Am The Client! – This blog is written by the marketing director under the pseudonym Dave Knockles. Dave brings us the honest truth of the industry that we’re in. It is hilarious and very truthful!
  9. Seth Gordon’s Blog – One of the best marketing advice ads columns on the web!

Advertising takes a team. Once you’ve gotten the hang of the essentials, it’s time to assemble your power team. Your team will need to cover any and all things that may come up along your journey to success. After all, you’re only as good as your team!