Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

by | May 14, 2020 | Business Intelligence & Analytics, Insights

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

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These days, all the kids are using Paid Search, especially when you consider that businesses make an average of $2 in revenue for every $1 they spend on Google Ads. It still doesn’t touch email marketing’s ROI though, that’s a topic for another day!

Yet even though Google (and I guess Bing) make it easy to setup and run paid search campaigns, often times people think if you build your paid search account and campaigns, the money will come…without maintaining and monitoring the field. Unfortunately, that’s just not the way the world works.

Lucky for you, &Marketing has put together 3 easy tips for how you can easily manage and maintain your paid search account so that it’s always firing on all cylinders.

1. Review Your Keywords and Search Terms for Each Campaign… Make It a Routine

Take a look at all the keywords you’ve selected for your campaigns. Which ones are performing well, which ones are costing you money? Are any not showing your ads because of poor quality score? Perhaps you need to update your bids to have certain keywords show up on the first page or maybe you need to change your keywords match type from “Broad” to “Phrase” or “Exact.”

For more information on keyword match types, check out this handy article.

Regardless of what the data says, it’s important to regularly review the performance of your keywords as they will most greatly impact your campaigns.

Another option for keyword maintenance is to review the search terms for which your ads have shown up. Unless you’ve listed your keywords as “exact” match, chances are your ads have shown for search terms that aren’t currently listed as keywords in your campaign. This can be a good thing, as you may find search terms that are closely related to your campaign and ads. Also, you may find terms that are converting that you can not only add into your campaigns, but can also add to your ad and landing page copy.

However, this can also be a bad thing if your ads are showing up for a term that isn’t related to your business. For example, in a past life I was running ads for a company that created antennas for LTE and sub-GHz applications. We tried phrase matching with a modifier on the term antennas but still saw search terms for HD TV antennas, something we didn’t sell. It’s important to regularly review your search terms and mark any keywords that don’t apply, as negative keywords. Meaning your ads will never show for those terms.

2. Create new ads

 

Look at the ads that are converting and the ones that are not and create variants in new formats. Perhaps some ads need to be paused so your more successful ads are shown more. Be sure to try display and responsive search ads. Some people argue that display ads aren’t effective, but perhaps your product or service is better explained through visual means. Also, look at click through rates. Are any of your ads achieving high CTR’s, but aren’t converting? Why is there a disconnect? Does the ad not match the landing page? Try new headers and callouts, test them against high converting options and see if there is a difference in performance.

Another aspect to review is the tone of the ad. Does it match with what your audience is expecting? Some our clients use more informal, exciting messaging through their ads because their brand, their offerings, and their audience expect that. Others are more formal and proper, because that’s what their brand reflects.

3. Update your Account Structure

 

Can your keywords be grouped together into new ad groups to create more relevant ads or landing pages? Or is one ad group eating most of your campaign budget, therefore it could be given its own campaign? Maybe one campaign is doing very well in the United States, but not well internationally and you can split the two up.

Having an organized account structure will not only help with your quality score, but will ensure that your ads are shown to the right people at the right time. This article from Wordstream does a great job of breaking down the importance and basics of making sure your account structure is sound.

Google Ads is an incredibly powerful marketing tactic that should be in every Marketers toolkit, but it needs to be maintained and monitored. Follow these three simple steps regularly and you’ll have your campaigns consistently optimized for better results.

Have questions about Paid Search or your Google Ads campaigns? We’d love to help! Contact us today for a FREE review of your Google Ads account.

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About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Webinar Recap: How to Build Relationships on LinkedIn During Quarantine – With Brynne Tillman & Rajat Kapur

Webinar Recap: How to Build Relationships on LinkedIn During Quarantine – With Brynne Tillman & Rajat Kapur

by | Apr 8, 2020 | COVID Marketing, Events

Webinar Recap: How to Build Relationships on LinkedIn During Quarantine – With Brynne Tillman & Rajat Kapur

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LinkedIn has always been a powerful source for networking, and it’s become even more critical today as we navigate social distancing and the impact of the Coronavirus. However, given the sensitivity and uncertainty of the times, many are unsure of how to remain connected with their prospects, clients, COIs, and broader network.

Last week, &Marketing’s Founder and Managing Director, Rajat Kapur and Brynne Tillman, CEO of Social Sales Link and LinkedIn expert, hosted a webinar exploring How to Build Relationships on LinkedIn During Quarantine.  What we are experiencing now is unprecedented and we have no playbook to give us any guidance. During this webinar, Raj and Brynne discussed why now, more than ever, it’s important to remain connected, provide empathy, and be a trusted resource. 

The biggest takeaways were:

  • How to communicate about COVID-19 with empathy, because as you know it’s not business as usual.

  • Immediate actionable tips and tricks from LinkedIn.

  • How to engage with past prospects and partners.

  • How to lead to selling but not lead WITH selling.

  • Why video is a powerful tool and content vehicle, especially during this time.

  • Why there is no excuse to spam contacts or be too salesy.

  • How to generate new and relevant content ideas.

  • Countertrends rising in the midst of COVID-19::

    • Increase in digital products

    • Rise in remote workers

For a more detailed discussion of these topics as well as the Q&A, we encourage you to watch the full webinar here.

Watch The Full Webinar Here!
About the Author

Marketing Director Amanda Cook helps clients develop sophisticated marketing campaigns that drive brand leadership, increase sales and elevate the customer experience. With over 15 years of experience, Amanda has delivered successful campaigns with bootstrapped budgets to leading marketing organizations at $1B companies. Whether local or global, she enjoys the challenge of uncovering a client’s business objectives and helping them build a strategy to succeed.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Top 7 Tips For Tackling Social Media In 2020

Top 7 Tips For Tackling Social Media In 2020

by | Dec 30, 2019 | Insights, Storytelling & Branding

Top 7 Tips For Tackling Social Media In 2020

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2019 brought no shortage of changes to our favorite social media platforms along with the surprising rise of some new players. Our social media experts have combed through all of the major updates, studied, the trends, and analyzed what’s coming in the new year. Here are our top 7 tips for tackling social media across B2B and B2C in 2020. Plus, don’t miss our complete &Marketing 2020 Social Media Playbook so you can set your growing business up for success on social.

1. Join the Huddle

Leverage Facebook Groups 

As Facebook continues to experience a plateau in growth and an exodus of younger generations from the platform, they must rediscover their purpose in people’s lives. By putting Groups at the forefront of the user experience, Facebook believes community will be re-established on a platform that has begun to function as an advertising hub. Unlike Facebook Pages, where your audience may be there simply for promotions and discounts, Facebook Groups are genuinely interested and more engaged in a specific topic. This presents an opportunity for businesses to join conversations within your niche— staying relevant with existing fans and reaching new ones. Taking part in these discussions can also prove your status as an expert in your field.

2. Try New Plays

A/B test with Facebook’s New Ad Platform

You’ve likely been using Facebook’s existing ad platform for your business, but now they’re taking a page out of Google’s responsible ad playbook. Facebook’s new responsible ad feature is officially dubbed “Multiple Text Optimization,” and it’s essentially an upgrade to the A/B testing tool you are already familiar with. The new feature should make it easier to create and optimize different options for headlines, ad copy, and product descriptions so you can make the best choices for your campaigns.

3. Get Your First Draft Pick Ready

Reach Gen Z with New Platforms like TikTok

Facebook began as a social media website only college students could use to connect with roommates, classmates, and others using only a college email address to sign up. WIth the demographics of Facebook changing, Gen Z consumers are looking for a new social media space they can claim as their own. That space is shaping up to be TikTok. Ad opportunities are still relatively limited, but you would be wise to be an early adopter of this platform before the algorithm rears its ugly head here too.

4. Get to Know Your Fans 

Make Insights Work for You

Facebook for Business has a resource center called Blueprint that offers tons of free eCourses and certificates you can earn to help grow your digital marketing abilities through Facebook and Instagram. Over the summer, Facebook added nearly 30 courses that cover everything from growing a business Page to editing the copy in your Facebook ad and how to select the best visuals. When Facebook tells you what works on their platforms, you should probably listen.

5. Recruit Top Players with Personalization 

Slide into Someone’s DMs in 2020

Private and direct messaging continue to grow in popularity on social media. DMs are taking the place of calling a customer service representative, so potential and existing customers expect their questions and requests to be responded to personally and in a timely manner. As a result of this, chatbots are growing and more people feel comfortable reaching out to strangers on social media platforms such as LinkedIn and Facebook.

6. Teamwork Makes the Dream Work

Partner-up with Key Players in Your Arena

Collaboration over competition is going to continue to be the theme in 2020. Team up with an influencer on Instagram. Invite bloggers to contribute to your group boards on Pinterest. Do a Facebook Live interview with an expert on your Business Page. Increase your exposure and your network through valuable partnerships and engagement from both audience and theirs.

7. Give Back with Donate Buttons

Give Your Customers a Cause to Care About

If you run a nonprofit, or if you simply partner up with a charity or cause that your consumers would care to get involved with, Facebook and Instagram have made it easier to donate. Instagram stories already offered “donate” stickers in Stories, but Facebook has jumped on the sticker bandwagon too. Additionally, Instagram now makes it possible for nonprofit organizations to add a “donate” button to their business profile.

These are just the highlights of the major changes of 2019 and how you can use them to execute a stellar social media game plan for 2020. For a full highlight reel of all the biggest 2019 changes per social platform and our complete playbook on where to spend your social media time and energy and how, download the &Marketing 2020 Social Media Playbook for FREE below.

DOWNLOAD OUR FREE PLAYBOOK
About the Authors

Beth McDonough

As Content Manager at &Marketing, Beth McDonough helps brands identify their unique voice, develop their engaging story, and execute compelling copy and thoughtful content that increase engagement and generate leads. Beth tailors a thoughtful and innovative approach to hone each brand partner’s strengths and articulate them to attract and retain customers. Beth holds a Master of Arts degree in English from Gannon University.

Savannah Kleiner

As a Marketing Manager at &Marketing, Savannah Kleiner develops and implements influencer marketing solutions that increase engagement and drive results. With an innovative and unique approach to each client, Savannah tailors custom strategies to effectively reach clients’ desired audiences and goals. Savannah graduated from the Lacy School of Business at Butler University with a major in Marketing.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Copywriting Versus Content Writing – What’s The Difference?

Copywriting Versus Content Writing – What’s The Difference?

by | Oct 23, 2019 | Insights, Storytelling & Branding

Copywriting Versus Content Writing – What’s The Difference?

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When it comes to spreading the word throughout the digital marketing world about your brand and what you offer, you likely already know that content is king. Writing that articulates your brand’s story, value, and solution to a problem your customer has is key to building a loyal customer base. What you might not know, is which kind of writing you actually need. 

Within sales and marketing, the words “copywriting” and “content writing” are tossed around seemingly interchangeably, but the two types of writing are not the same. The biggest distinction between copywriting and content writing lies in the purpose behind the words. Let’s break down copy, content, and when your brand might need each. 

Content

Content is meant for a brand to create and distribute in order to build trust with an audience over time. The purpose of content writing is to engage readers enough so that they want to continue to interact with your brand. A slow-burn approach that informs and educates people through thought leadership and storytelling is the key to a solid content marketing strategy. 

Content writing is often more long form with calls to action that prompt further interest rather than a direct sale. The most common pieces of marketing that feature content writing are:

  • Blog posts 

  • Listicles

  • Employee profiles & interviews

  • eBooks

  • White papers

  • Regular email newsletters

  • Organic social media

Good content reaches your target audiences through rich, relevant, and thought-provoking pieces that build clout and bring brands to life. 

Copy

Copywriting is a form of content that’s explicitly executed and distributed in order to pitch your brand and your product to your target audience with the intention to prompt a quick response. The purpose of copywriting is to sell immediately rather than slowly generate interest over a period of time. 

This type of persuasive writing stems from the traditional marketing methods of concise, persuasive text that appeared on billboards, print ads, and direct mail pieces. Compelling, high-value copywriting is mostly often used in:

  • Sales email campaigns

  • PPC ads

  • Sell sheets

  • Landing pages

  • Promoted social media

Good copywriting elicits emotions using sales strategies and tactics to persuade customers to directly generate leads and seal the deal.

If you’re a football fan, let’s summarize this using a sports analogy. You use content writing to move the ball down the field, and you use copywriting to score the touchdown. Each has a different immediate focus with the same ultimate goal. So which kind of writing does your brand need to succeed in the digital marketing space? The answer, most often, is both. 

You’ve probably already figured out that this blog post you’re reading right now is content writing. And now is the part where we invite you to learn more. Sign up for our newsletter or contact an experienced content strategist at &Marketing to discuss your unique brand’s needs and how you can be leveraging content and copywriting.

About the Author:

As Content Manager at &Marketing (and for many of our clients!), Beth McDonough helps brands identify their unique voice, develop their engaging story, and execute compelling copy and thoughtful content that increase engagement and generate leads. Beth tailors a thoughtful and innovative approach to hone each brand partner’s strengths and articulate them to attract and retain customers. Beth graduated from Fairmont State University with a major in English and minors in Journalism and Technical Writing. She is currently earning her master’s degree in English at Gannon University.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

What Instagram’s New Like Button Ban Means For Influencers And Small Businesses

What Instagram’s New Like Button Ban Means For Influencers And Small Businesses

by | Sep 27, 2019 | Insights, Storytelling & Branding

What Instagram’s New Like Button Ban Means For Influencers And Small Businesses

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Instagram is testing a new feature that could have major implications for marketers, influencers, and retailers all over the world. Over the summer Facebook announced that Instagram would be removing the ability of others to see the total number of likes and video views in Instagram posts in their feeds. Users will still be able to access these numbers for their own posts, just not anyone else’s. 

This test is currently being run in seven countries: Australia, Brazil, Canada, Ireland, Italy, Japan, and New Zealand. There’s no word yet on where the experiment will head next or when it will hit the United States, but the social media marketing and influencing world has thoughts ranging from rejoicing to raging.

The Pressure of Popularity

So why are these changes happening now? Instagram has reported that this decision was spurred by the platform’s desire to take the pressure off of its users to be constantly gaining validation from social media popularity. Research has uncovered some serious mental health consequences of playing the comparison game online, equating likes to self-worth.

For the general public, this shift in perspective and motivation behind posting and interacting on the Gram might be a great idea. But what about brands and influencers who use the platform professionally? How will their careers be impacted by the removal of likes?

Implications for Influencers

The Pros

Genuine and authentic influencers will be better off in the long run. Removing likes will weed out those who have artificially inflated their posts with fake likes from Instagram pods or purchased followers. Being unable to see the likes another influencer gets on a post could decrease the amount of copycat content creation sparked by “like fads”. How many pictures of a girl in a bikini lounging on an inflatable swan raft did you see last summer? Some influencers might see this as a negative, but this change will make the demand for creativity rise. Everyone will have to work harder to figure out what’s working for themselves and try new things to stand out.

The Cons and Uncertainties

Influencers might fight it more difficult to validate their work in certain spaces and justify payment demands to brands. They’ll have to lean more on engagement (comments and clicks) and less on passive likes to track interest and visibility. Many content creators might also be forced to pivot more heavily to video. Facebook and Instagram are already making a push for stories, and video creates other opportunities for measuring metrics and KPIs.

Implications for Small Businesses 

The Pros

Without “vanity metrics” influencers will be forced to increase actual conversions (affiliate link clicks, purchases,etc.) to validate a collaboration or campaign. This means businesses will be equipped with hard data on ROI to inform them of where to spend their money so they can get the most meaningful reach. The more concrete the engagement, the more focused brands can be with dollars and free product.

The Cons and Uncertainties

Due to the Instagram algorithm decreasing influencers’ visibility and now removing likes, businesses may need to increase their volume of paid media. Actually putting money behind boosted posts to increase exposure and targeting might be the only way to guarantee content gets seen. This also happens to be great for Insta’s checkbook—coincidence or not?

Society as a whole might get a little mental health boost as a result of Instagram’s new likes “ban.” Without that dopamine rush and subsequent crash that comes along comparing your own likes to those of your coworkers or college roommates, people might actually stick to engaging with the content they love.

Businesses might need to pivot their strategies and spending, but influencers are going to have the biggest mountain to climb if this new test spreads and stands the test of time. There’s never been a bigger opportunity for brands and influencers to focus more on active engagement and less on passive praise.

Want to learn more about how these new Instagram changes could directly impact your company’s social media strategy and success? Contact an expert at &Marketing for a free consultation.

CONTACT &

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.