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Digital Dollar Blog from Joe Wozny

By Joe Wozny 27 Apr, 2017

Digital transformation and it’s impact on marketing and sales in your business is important. This article, (and these practical 3 Steps) share practical methods of supporting digital transformation by creating a “marketing value loop” for your company.

By Joe Wozny 27 Apr, 2017

User Experience, Dwell Time, Long Clicks, Time on Site, Bounce Rate, Conversion Rate, Digital Transformation, RankBrain …

By Joe Wozny 14 Feb, 2017

The Internet has forever changed how retail businesses operate and how consumers shop. I enjoyed this infograph and wanted to share it with you since the stats are well researched and the impact offline to retail is quite astounding. Looking forward to new advertising tools that will allow retailers to track inshore visits from an ad click as discussed in the Spring edition of Digital Dollars and Sense. Full credits to the infograph’s publisher and creators here .

By Joe Wozny 14 Feb, 2017

Believe it or not, any reason we engage with content boils down to one simple motivation: filling a need.

By Joe Wozny 14 Feb, 2017

All companies jump into the world of digital marketing with strong expectations to get the most out of their advertising and marketing activities. The “jumping” step is important as it signals intent. And supporting this intent through a digital strategy is the next necessary step in the process of maximizing the effectiveness for digital marketing programs and actions.  

By Joe Wozny 28 Oct, 2016
Delivering the right content to the right audience is always an important part of Content Marketing. Facebook’s Preferred Audience Tool is one option for you to consider using, as you "drill down" to reach your ideal customer. According to Facebook “Audience Optimization is an organic targeting tool to help publishers reach and engage their audience on Facebook and better understand the interests of people clicking on their posts.”
By Joe Wozny 07 Oct, 2016
I though the reply to this question would be of interest to any number of companies selling online.  
By Joe Wozny 21 Jul, 2016
In the space of little more than a week, Pinterest, Google and Facebook announced new or expanded initiatives to connect the dots between digital media and offline consumer behavior. There are well over a dozen companies that are doing similar things for mobile display or cross-platform display: Foursquare, NinthDecimal, YP, UberMedia, Swirl, Verve, PlaceIQ, Factual and others.

For years, digital marketers have associated location based marketing with “local”. Local has also been associated with small businesses. Most have assumed that local was a niche segment or a difficult and not-very-lucrative market.

National advertisers and brands generally have had trouble localizing and thus local has been ignored for the most part. Some marketers continue refer to local and localization as a “vertical.”

With technology enhancements, our view of location based marketing (or local) is changing. In fact, it’s received a new name - offline consumer behaviour - because it’s defined by a different set of parameters. Offline consumer behaviour features being created by major ad, search and social networks aim to assist marketers with reaching and influencing consumers before they buy something - in most cases offline at “a location” near them.

Some say this opportunity is many times larger and more important, than e-commerce. For example: In 2015, approximately $4.8 trillion in retail spending happened “offline.” That compares with roughly $350 billion in e-commerce in 2015. This does not include the services industry (restaurants, entertainment, professional services, etc) which is reported to be several times larger than retail, where trillions of dollars more are spent on each year.

Google, Facebook and several others are also trying to go beyond “mere visits” and track the impact of actual sales from ad exposures. The implications of you having visibility into offline consumer behaviour for these networks include:

  • Optimizing campaigns for offline actions. Media planning can be measured in terms of what’s actually working (vs. clicks/impressions).
  • Offline data can be used for online retargeting and personalization plus audience segmentation and targeting based on real-world actions.
  • Location analytics offer deeper insights into both offline and online actions.
By Joe Wozny 06 Jul, 2016
In our Spring edition, I discussed changes to how Paid Search Text ads have been removed from the right hand side of search return pages (SERPs) and the possible impacts to your business. This edition shares a brief overview of the 5 BIG changes Google announced shortly after Paid Search Ads.

Google continues to emphasize mobile-first, which means that the look of the SERP is changing in ways that favour the mobile experience. Paid ads are adapting to the mobile-first world including new ad formats and features you want to know about.

Search Ads to Appear on Google Maps - Get Local! Maps will be part of the Search Network moving forward. Expect to see significantly more ads appearing on the map platform. New ad formats allow you to place brand logos and offers directly on the surface of the map, rather than just alongside the map. Google Maps now has more than a billion users and people visit 1.5 billion destinations based on their Google searches. As Google noted, location-related searches account for nearly a third of all mobile searches and have grown 50 percent faster than overall mobile searches in the past year.

Expanded Text Ads Get Double Headlines & More Characters - Sorry Mobile SEO Text ads are about to undergo a significant change through expansion. With new, expanded text ads, headlines are about to get much bigger – advertisers will soon be able to have two 30-character headlines, up from a single headline of just 25 characters. In early testing, Google found this change dramatically increased CTR – by as much as 25 percent. In addition to more clicks, Google said longer headlines will be more useful for advertisers in terms of better qualified traffic. This change is huge, particularly with so little space on the smartphone screen, and for Organic in Mobile, this change has large implications.

By Joe Wozny 13 Apr, 2016
Advertising on Facebook has become very popular over the last couple of years, and with good reason. With consumers becoming increasingly reliant on online sources and social media to assist in their purchase decision process, Facebook has become the most popular ad platform behind Google AdWords for online advertising.

With the ability to double your sales (see the success story of GOAT STORY ), to enabling businesses to recapture bounced traffic with Facebook retargeting, there's a lot to like about Facebook ads.

Stats show that business looks to companies specializing in Digital Advertising to assist them with their online advertising. In fact, over 50% of companies note that PPC advertising is an area they outsource given the complexity of planning, operating and producing true measurable value from these advertising networks ( DD&S 2015 ).

Adopting a solid process with Facebook advertising (or any other advertising campaign) - whether you advertise internally or outsource, is important to ROI success. Consider the following:

Match Ads to Goals - Ads with different formats have different purposes. For ads targeting broad audiences, Facebook CPM ad types, may be an option provided they are positioned with calls to action such as “Learn More”. For highly targeted CPC ads, calls to action such as “shop now” or “sign up” are more appropriate. In each case the creative execution of the ad may be different based on the goal of your campaign.

Love Your Ads If Your Audience Does - Testing is an important rule for any ad campaign. The audience is always the judge – ‘The customer is always right’. Even if you love an ad the target audience may not. This means you will have different ads within Ad Sets.

Have a Great Landing Page
- If you're trying to get people to take an action on your web page, then it's crucial that your page (the landing page) actually be attractive with high converting text, images, and a call to action.

Specific Targeting - Simply put, you want your ads to be in front of the right audience rather than a huge audience. Facebook offers a number of targeting tools that are useful provided you have defined your “perfect” customer.

Use Text in Ads Wisely - Make your ads clear. Don’t repeat either your business name, the product, or some other important feature/aspects numerous times in the same ad.

Make Your Advertising Work Hard - Not everyone who visits your page from an ad will take the action you want, immediately. Use features such as Intent Pop Ups and Remarketing in order to place more opportunities in front of anyone who has clicked on your ads.

Refresh Your Ads - Take advantage of new formats. Exchange ad creative regularly when you see ad performance declining.

Bottom Line: Facebook is going to continue to develop into an even better place to advertise on. Ensure your ad process can evolve too … adopt a simple process to build from.

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