Google Is Here: Essentials For Today’s

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MCKAY ADVERTISING + ACTIVATION

Google Is Here: Essentials For Today’s Free Marketing Shindig In Ybor

GOOGLE COMES TO YBOR
THE BLIND TIGER
1901 E. 7th Ave.

DIRECTIONSPARKING

For A Last Minute Spot Please Call or email Eric Ortiz.

First, thanks for registering! If you got here from the email we sent out, then go ahead and scroll to the bottom of the post to see some answers to your questions.

The rest of you should know that the day is finally here. Our partners from Google have safely traveled from Mountain View to the Sunshine State, and they find themselves in Cigar City to talk with an eager group of marketing minds as part of McKay Advertising + Activation’s Digital Breakfast series.

These talks have evolved into an excuse to leave work early, pow wow on digital marketing strategies, and then grab a drink on McKay Advertising’s patio overlooking Seventh Avenue.

Today, our new digital strategist, Dillon Calligy, will be discussing some exploratory campaigns he’s been running on a new platform, Waze, before MA+A Director of Web Development Matthew Oldfield discusses transparency in digital advertising. Matthew will also be sharing a bit about a reporting tool he has been coding that will enable clients to login and see the progress or results of campaigns in real time.

Please do not be shy with your questions. We’ve answered a few of your pre-event questions below, and look forward to filling out the rest of the responses during and after our event.

YOUR QUESTIONS ... AND SOME ANSWERS:

Is it true Google is awarding $10,000 per month to use on AdWords?
This is for non-profit businesses and is called a Google Grant, more information on the program is available here.

I work in commercial real estate and cover industrial properties for our firm including warehouse spaces. From what I can tell no one is running PPC ads for “Tampa-warehouse-lease-buy-for sale”. My colleagues say this is because the leads generated will be shitty and not worth the costs. How can I figure out the cost and also maximize the quality of the leads?
It generally takes about 90 days to find our “groove” when we take on a new client. That’s because we have to see what is activating, where these interactions are coming from, and how we can optimize to make each campaign better. We try to put ads in front of consumers that would only be good leads for you. That extra step of targeting and review of what is actually working as your campaign goes on allows us to make decisions to improve it. An easy step on deciding whether or not a lead is worth the PPC is to decide what the average lifetime value of a converted lead is for your company.
Related Questions: How can I get the most value for my spend?

What is the best tool for learning about SEO?
Google has an app called Primer that is extremely helpful in learning about digital. Interacting with the Yoast SEO tool after composing posts and web pages on WordPress is also a fun exercise.

How do we get on the front paw and stay there?
Read this blog about the difference between SEO and SEM.
Related Questions: What role do paid ads play in an overall campaign?

What type of ads are people most responsive to?
Ad engagment varies drastically across target audiences and industries. Because we tailor each individual campaign to it’s client, it is difficult to say. The best approach would be to utilize A/B testing (plus C/D, if you have the resources) to see which ads activate your KPI. Turn spend down (or off) on the underperforming creative and put the pedal to the medal on what’s working.

How can I advertise without being annoying to users?
Frequency Capping is a great way to ensure you aren’t being annoying to potential customers. There are several factors to take into consideration when applying a frequency cap on ads (ie: how long does it usually take for a lead to covert?).

What would you consider to be the most reliable and measurable KPIs for a digital campaign?
With all of our clients, we try to implement a conversion pixel. This fires when a specific action occurs (ex. someone makes a purchase, clicks your link to call, fills out a “contact me” form. We can begin to see either leads or purchases driven to your company. This, we believe, is the most important KPI, because ultimately it is the one that will actually generate revenue for the client.

For a new product launch, which areas in digital marketing do you suggest spending time and money to gain traction?
Industries/products/services vary immensely. The first step in our opinion would checking and then double checking making sure your owned assets (website, database, social, blog) are all buttoned up to give you the best shot when you do choose an advertising strategy. Its important to seem relevant and new when people actually land on your assets. After that take the free step of attaching the Analytics tag to your site (as well as social pixels) to begin collecting information about your consumer. Scale is everything.

What keywords should we be focusing on?
Specific questions like that can be discussed at length provided that we know more about your industry or product. The most basic place to start is Google Trends so you can analyze the history and trajectory of search queries.

What is the best approach in creating Google AdWords campaigns if you’re ad is about an event?
In our experience the most important thing is finding a target audience you would like to advertise to. After that we use a variety of AdWords products and programmatic means that are centralized around the event date so that people are constantly reminded the closer it gets to the event date. You should also have a clear KPI and conversion pixel so that you can analyze the type of person who converts.

What, in your experience, would be an optimum budget for a small to mid-sized brick and mortar business to effectively introduce programmatic digital advertising to a 3 month locally targeted campaign with Google?
We like this question a lot. In advertising the term GRP gets tossed around alot, and refers exactly to “Reach times Frequency, expressed as a percentage.” GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is one percent of the potential audience. We believe in calculating a Digital GRP and would love to talk with you about that.

How can we make our brand more aesthetically appealing at first glance?
This has everything to with your owned assets. Website, and the way it looks on mobile and desktop. How do your social pages align aesthetically with your website and, after that, is your brand voice consistent and supportive of your mission? Aesthetics can touch all aspects of your brand, this is a question we can go on and on about…

As a startup, how can I multitask and stay consistent with all areas in social media, email, website, blog, etc?
Organization. If you’re already at the helm of a start up, chances are you are extremely motivated. The secret is, most likely, to keep it up and take the extra time to explore new tools for organizing your workflow and keeping your owned assets neat and clean. Before you go out hiring people, make sure you know your brand’s culture and purpose so that anyone you on board will be on the same page, ready to work alongside you towards those goals. If you’re not already using social media management tools like Hootsuite or Sprout, employing valuable WordPress plugins, and managing your email list through an automated platform that syncs with your CRM, then you might want to start looking at that.

How does swapping content with other blogs negatively effect SEO?
Like we said up there, think about SEM, too. After that, remember that SEO is a tricky web of internal/external links, anchor text, meta tags, and more. The answer to your question might be to look at the content you’re gaining in the swap. Is it part of a successful SEO strategy that is relevant to what you are trying to accomplish? What are your goals, are you simply looking for a way to cut corners when it comes to SEO? Is SEO the nucleus of your digital strategy? Why?

Depending on my target market, often the majority of a large audience can turn out to be irrelevant, how can I target more precisely?
One of the best and most reliable elements of digital advertising is its ability layer data in and target a specific kind of individual. This can get nearly as broad or granular as your actual target audience is. This way, you are wasting less impressions on people who aren’t good leads. With the ability to target demographically and psychographically it allows advertisiers to understand the purchasing decisions of those consumers as well.

How can we increase data analysis and collection?
In comparison to what? Are you collecting any data today? This goes back to a question up there. Shore up your owned assets, run analytics tags and get scale. Only then will you have a good starting point for a worthwhile digital campaign.

What are the best ways to communicate performance metrics to people that don’t know anything about digital advertising? i.e. metaphors?
Another good one. Bring them one of McKay Advertising + Activatio’s digital advertising cheat sheets, encourage them to read blogs like Digiday, and then sign up for every whitepaper and e-book there is out there to get your own mind floating around the topic 24/7. Tell them to download Primer, too.

Understanding analytics to my social platforms
We think you are talking about applying analytics insights to your social platforms and vice versa? Use information from converted leads to shape the way you target on social media and vice versa.

Unanswered Questions

We may not have understood the question. Let’s talk.

Focusing on ROI, what improvements for conversion tracking will we see in 2016?

  • How to market an online TV series
  • How can we fit digital advertising into our hat collection? We all wear many hats in this small business.
  • What are your tips/tricks when setting up a new campaign? What are a couple features that you feel are underutilized?
  • How does one best minimize their cost/time while still generating income?
  • Where is digital advertising generally headed? More app based advertising?
  • How to hook our audience immediately along with garnering legitimate interest in our services.
  • Best social strategies
  • New tips & tricks
  • What approaches have the best response and what’s the most simplistic way to spread awareness?
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