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Kendra Woodruff

GeoFencing 2019 Dare to GeoConquest

By | GeoConquesting | No Comments

Marketing and advertising with geotechnology is as diverse as the local or national brands doing the advertising. Major enterprises and local businesses have stepped up their location-based audience targeting for advertising. Understand the trends and jump in with big-data.

Location data, geofencing, geoconquesting: location-based technology is opening up a world of possibilities for marketers. The differences in tech can make or break your efforts. It’s becomes complicated as new capabilities emerge every day.

Let’s break down some use cases and important “geo” concepts to provide a better understanding of the basics. You are clearly considering geofencing in your bag of tricks. Why not reach out for your free portal!

The barriers to entry for powerful location based advertising have dropped, thanks to GeoFencing agencies like Traffic Oxygen who not only run highly ads but set up and optimize them with no management fees. Let’s talk about strategy concepts and get your feet wet with geoconquesting.

What Is Geofencing?

Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary. Then, once this “virtual barrier” is established, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area.

We call these live time proximity ads “hypermobile (HM in your Traffic Oxygen dashboard) and use satellite geofencing for our advertising.

Our technology takes it a step further: once we have picked up your target within the geofence, we can send them ads for the life of their phone. Additionally, we can pull historical data from any location in the US and create an audience to target from when and where your targets were in the geofence.

Think on that one for a minute. Where are your desired customers? A trade show last month on Friday? Your competitor down the street? Let that sink in a moment. We introduce you to your competitors customers and track when they come to your location. We’re talking geoconquesting here.

So, businesses can section off a geographic area and communicate with devices within that space — understood. But why do they want to?

How To Market With Geofencing

Geofencing is a way to engage consumers based on hyper-local location, and that can do a lot in terms of triggering immediate sales as well as understanding shopper mindset.

For example, a store could erect a simple geo-fence in an area surrounding its physical location. When users pass through, receiving a location-triggered alert or deal makes them considerably more likely to stop in and shop.

Alternatively, an auto dealer, for example, could set up a geo-fence aimed at targeting individuals who are leaving a rival dealership after browsing for a vehicle. Hitting them with an offer for$500 off a comparable vehicle with a written offer could bring new customers in droves.

Finally, even if a geo-fenced offer or notification doesn’t provoke an immediate visit or sale, it allows a business to know exactly what location a consumer passed through — and where they were when they received the message — which may aid in refining targeting efforts in the future based on what communications were most successful.

Additionally, we can see where the potential targets live; how far are they willing to travel to a competitor vs. your own company/client? We can see income levels, household size, age, sex… you’d be amazed what we can pick up. This valuable insight is used to construct and improve your geofencing advertising and marketing efforts. More insight means more conversions.

claim my free portal .png traffix oxygen
banner advertising for branding white flags flying against blue sky and clouds

Banner Ads Are For Branding and Retargeting

By | Display Advertising | No Comments

Banner and Display Ads are for Branding & Retargeting

I didn’t get any conversions…

banner ads for branding executive women is confused looking at advertising metrics

I hear it all the time and it’s always a blow to hear that an agency was trusted to bring conversions and leads using banner ads and nothing else. Yes, you heard me correctly. As a responsible agency owner yourself, your heart may have just cringed, too.

Let’s dive deep into what banner ads are and more importantly, what they are not. We’ll look over ways you can best work with Traffic Oxygen, your Project Manager and manage the expectations of your client. You worked hard to land your client; keep them by keeping it real.

Banner Ads for Branding and Retargeting: Your Responsibility as an Agency Working With Traffic Oxygen

  • Know your target audience
  • Have a branding vision, slogan, offer for your creatives and offer
  • Load your creatives or direct our graphic designer in their creation
  • Set realistic expectations for your clients based on your discussions with them on how you will measure and define your projects success

Why Didn’t my Campaign Bring Sales?

Traffic Oxygen is the Billboard you see driving along the highway (metaphor, here, marketing Rock Stars). If they drive by every day, you may become memorable enough that they look you up when they need you.

No one expects a billboard to make your target audience purchase your clients product or service. The owner of the billboard would never charge for that exclusive real estate by how many people made a purchase, right? How could she run a profitable business when so much is out of her control?

Let’s say that billboard is showing a new restaurant: what if they have received multiple bad reviews? Is it the billboards fault? Or if that target client does visit your restaurant and they can’t get parking, the kitchen is filthy and there was bad service… did the billboard fail you or was a solid business foundation not laid before trying to bring in the masses?

We can create your landing page, we can create great banners with your direction and help you craft a great offer for that restaurant. Now ask yourself, what market research was done prior to taking on this client so you can feel strong about putting your name on their campaign? Did you analyze competition, do you know why they are flying high or crashing hard? Lay the foundation and don’t be afraid to turn down a client that you can’t help bring success.

This is a Team Effort! You and your client, you and Traffic Oxygen and the tools you use to find their success. – Kendra EJ Woodruff

Banner Ads for Conversions/Lead Generation: Danger Zone

  • Banner ads are one component of a lead generation machine
  • When a marketing funnel is set up using multiple verticals, it’s extremely beneficial to your efforts but will not work with just one component in place.
Banner ads for branding dangers

We are Traffic Oxygen, not Conversion Oxygen

We measure success by your Click-Through-Rate (CTR). When your CTR goes up, we feel successful. When your CPM goes down, we make adjustments and make suggestions. We see hundreds of projects each month and may just know a thing or two about how you can bring more interested traffic to your website and get more eyes on your brand.

If you’ve discussed TO services with your clients as lead generation or conversion magic, it’s time to revisit those discussions. If you have layered TO into your robust, full service agency lead generation bag of tricks, you are correctly serving your clients and we’re proud to be your banner and display ad platform.

Have a peek at Banner ad industry standard click through rates.

If you feel rusty on just what it takes to drive leads, brush up on these killer lead generation tactics.

What Banner Ads Are

Branding. Retargeting. Period.

  • Banner ads are the TOP of your marketing funnel, it’s cold traffic, it’s the first date. No one is going to marry you on the first date. Still brushing up? Wordstream says it best with this overview of the Marketing Funnel.

Our targeting and audience pools (in my humble opinion) superior to any 3ed party data I’ve seen in the industry and I’ve been in marketing and advertising since the days of five-buttons and your Google Ads were running. – Kendra EJ Woodruff, Marketing Director of Traffic Oxygen

As such, conversions can happen when the creatives are spot on, the offer is enticing and the timing is right. We run your banner ads and introduce your brand to your identified audience that’s most likely to take your call to action (CTA).

banner ads for retargeting advertiser pointing to verticles and social targets

What are the Responsibilities of Your Project Manager?

  • Set up your campaign from the details your provided on your ideal client, patient or customer.
  • Manage the real time bidding of your campaigns
  • Monitor click-through-rate (CTR), Impressions and optimize for your best CPM by dialing up on publishers who bring you good traffic or dialing down and sometimes turning off those that do not preform.
  • Advise you of the availability of third party data points.
  • During set-up/on-boarding, your PM will advise you of which of our campaign types best fit YOUR agency strategy and objectives. We will advise you what may bring your the best traffic or CTR for your ad spend.

Want to Take Your Campaign to the Next Level?

For marketing strategy and marketing research assistance, specialists are available to you on an as-needed basis at $100 an hour.

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GeoFencing 2019 Dare to GeoConquest

| GeoConquesting | No Comments

Kendra WoodruffKendra has worked in digital marketing and advertising since 2009. As the owner of a boutique agency, she has extensive experience in website design, SEO, content marketing, social advertising,…

banner advertising for branding white flags flying against blue sky and clouds

Banner Ads Are For Branding and Retargeting

| Display Advertising | No Comments

Kendra WoodruffKendra has worked in digital marketing and advertising since 2009. As the owner of a boutique agency, she has extensive experience in website design, SEO, content marketing, social advertising,…

GeoConquesting, Geo Conquesting, big data

GeoConquesting

| Geofencing | No Comments

Kendra WoodruffKendra has worked in digital marketing and advertising since 2009. As the owner of a boutique agency, she has extensive experience in website design, SEO, content marketing, social advertising,…

GeoConquesting, Geo Conquesting, big data

GeoConquesting

By | Geofencing | No Comments

GeoConquesting – What Is It And How Does It Work?

GeoConquesting, simply put, is the most powerful technology to disrupt local advertising in todays marketing space. Often mistaken for GeoFencing, GeoConquesting has taken a shot of adrenaline to stay in front of your target audience for the life of their phone. Even if they never clicked on your ad. Yes, I said that and you heard me correctly.

GeoFencing can offer HyperMobile solutions (sending ads to individuals within a specified location through satellite and other technology) but once your target audience leavs that location, they become a ghost. Mobile cookies have about a 5 minute lifespan, so unless they clicked on your ad, they can not be retargeted.

With GeoConquesting, simply by their physical presence at your specified location, you are able to stay in front of them with your banner ads and display ad offers. Additionally, we use cross device technology to reach them on their home computers and tablets.

GeoConquesting to Target Customers of Your Competition

Think of the use: your client just opened Joes Coffee shop. There are 5 Xbucks coffee shops within a few miles of his location with pleanty of daily coffee drinkers. He knows that if only they touched their lips to your organic brew that they would charge his shop this very instant and never look back.

Joe would want to GeoConquest (GC campaign) those Starbucks locations and send them an offer they can’t refuse. When it comes to banner ads, the power is in the offer and it’s ability to get the attention of the target customer. Now, Joe knows these are coffee drinkers and he knows they likely either live or work nearby. There is no confusing their intent and purchasing behavior. He may decide to send those targets ads for 30 days, 60 days or for appropriate businesses, maybe even a year.

GeoConquesting for Large Clients

Now that Joe has a steady stream of converted customers, he’s in good shape. But let’s assume you have a large client. A very large client who’s pulling in hundreds or thousands of dollars with every conversion achieved. We’ll use a Las Vegas Casino as our next example and get into some heavy lifting.

Finding Players

Finding individuals that like to gamble is very difficult because it is a behavior that is not specific to any type of person or group.  It is a personal preference.  Therefore, innovative ways to source those players is paramount to any marketing and advertising effort.

Segmented Target Audience by Demographics

Those who enjoy gaming need to be segmented into special lists to indicate they are gamers and utilize marketing dollars on the people who have the highest likelihood of playing one of your casinos and ultimately increase your bottom line.

GeoConquesting for casinos would also mean that you may want to segment your audience by their income, preference, behaviors, etc.. Did they come to gamble or see a concert? Now how can you get them to return?

We can fine tune your audience with nearly any demographic and layer groups to target tailored messages appropriately. Your concert goers may best respond to shows over the next year to return. The table players may want to return for a tournament. Those making over $100,000 a year would be more likely to click a free room with $5,000 marker offer and those under $50,000 would likely respond well to a “$100 gaming chips for $50” ad.

GeoConquesting advertising

What is Geo-Conquesting?

GeoConquesting is the ability to show ads to people who go to competitors casinos.  As Marketers and Advertisors, we all wish we could plant a pixel on our competitors websites to target their traffic, right? Well, it’s kind of like that, but with physical foot traffic. 

We then show them specials, offers or amenities that will attract them to your casino based on our powerful, data driven, target groups. Wouldn’t you walk accross the street for that free $50 in gaming chips or bufett BOGO? Yeah, I sure would.

We can show live ads while players are in your competitors casino to attract them to yours.

In your own casino, you may wish to drive ticket sales to an event that weekend or slot tournament. The sky is the limit; it’s your message/offer, but we get it seen by interested players.

Once they respond, we track that they showed up at your casino as a conversion. You can monitor results to see how well the campaign is runningfor your casino client.

We are able to show these ads all across the Internet wherever display ads show up.  We can also do this using cross device retargeting to show ads on their laptops and tablet devices as well.

How Does it Work?

First, we determine who your biggest competitors are and place a target around the casino.  We can target all of the property or segment off the gaming floors, room towers, pool, etc. and layer 

We collect the advertising ID’s using a proprietary process.  These advertising ID’s can only be obtained if there is an application installed on their mobile phone that we have access to. 

We currently have 180,000 applications that we have agreements with including Google Maps and other very common applications.  We estimate 70% of all mobile devices have an application installed that we have an agreement with. 

 

Once we have this advertising ID, we are able to track them for the life of their phone … this Advertising ID does not expire like cookies which makes this method very powerful to be able to stay in touch with them for an extended period of time.

geoconquesting retargeting advertising

This can mean years. Imagine ability to retarget and draw back those who were most interested in gaming, or who enjoy shows? The possibilities are only limited by the creativity of your offers sent to these segmented groups of your most sought after customers… or their competition’s.

Once they see the ads and decide to visit your casino, we attempt to target them again to indicate we were able to conquest them from the competitor and bring them to our casino.

Analytics Filtering

Analytics Filtering

By | FAQs, Google Analytics | No Comments

Google Analytics has cleaned up ghost spam quite a bit since the outbreak between 2015-2017. However, those spammers that do break through still lure unsuspecting targets to click on dangerous websites and in the very least, cause much confusing when reviewing analytics. Clearly it’s still working or these trolls would be out of business.

If you are most concerned about multiple clicks from odd locations and worry it’s eating up your ad spend, check out our quick quide on Weird Analytics Traffic.

Before we go into setting up a filter for your analytics account so you are only viewing the relevant website traffic you care about most, let me caution you to avoid the following tragic errors that could put your website at risk:

Never visit the suspicious URL. Most of the time they’ll try to sell you something or promote their service, but some spammers might have some malicious scripts on their site.

Never install scripts from unknown sites. If you have already done so, remove it immediately and scan your site for malware.

High traffic numbers not making sense.

A bot is a software bit that runs automated scripts over the internet for different purposes. There are many types, but we’ll call them “good” (checking for copyright infringement, indexing your website for search engines) and “bad” (scraping your content prior to it being indexed).

Since you likely have limited availability to completely nix these bad bots, you do have the power to not have their presence mess with your reports by using Google Analytics filters.

Analytics Filtering First Steps:

1. Create an unfiltered view.

Best practices for Google Analytics advises you create/keep an unfiltered view. Not only will you be able to monitor the efficacy of your filters, but it will be your backup in case something goes wrong.

2. You Need Google Analytics Editing Permissions.

You will need edit permissions at the account level to create filters; edit permissions at view or property level won’t work.

3. Filters Don’t Work Retroactively.

Google Analytics aggregated historical data can’t be deleted. You will be unable to apply the filter to historical reports.

4. The changes made by filters are permanent!

If your filter is not correctly configured because you didn’t enter the correct expression (missing relevant entries, a typo, an extra space, etc.), you run the risk of losing valuable data FOREVER; there is no way of recovering filtered data. This is why we advise you have an unfiltered view to pull all of your data from in the event you have to scrap any mistakes and still get the information you need.

Analytics Filtering Types

There are two main types of filters: predefined and custom.

Predefined filters are very limited and not always what’s most relevant to me. Custom filters allow regular expressions, which makes them a lot more flexible. These are your reports, afterall, so don’t be afraid to make them yours! 

Within the custom filters, there are five types: exclude, include, lowercase/uppercase, search and replace, and advanced. We are only going to go over the most relevant to your viewing accurate traffic from your organic and advertising efforts.

Google has already done an amazing job at providing as much in-depth information with screen shots to guide you. Why reinvent the wheel when you can learn from the Masters themselves? Here are the basic steps if you are in a pinch and are relatively comfortable using Google Analytics, but should you require more guidance, you’ll want to check out Googles Filter guide.

Account Level FilterCreate a Filter at the Account Level*

  1. Sign in to Google Analytics..
  2. Click Admin, and navigate to the account in which you want to create the filter. (If you don’t manage multiple accounts as a Google Partner or Agency, you’ll already be in the account you want to filter if is your only website/account.)
  3. In the ACCOUNT column, click All Filters.
  4. Click + New Filter. (If this button is not visible, you do not have the necessary permission.)
  5. Select Create new Filter.
  6. Enter a name for the filter.
  7. Select Predefined filter to select from the predefined filter types.
  8. Select Custom filter to construct a custom filter from the options we provide. If you create a custom filter, consult our definitions of the filter fields.
  9. From the Available views list, select the views to which you want to apply the filter, then click Add.
  10. Click Save.

By default, view filters are applied to the data in the order in which the filters were added. So, if there are existing filters for a view, your new filter is applied after them. 

Create a Filter at the View Level*

  1. Sign in to Google Analytics..
  2. Click Admin, and navigate to the view in which you want to create the filter.
  3. In the VIEW column, click Filters.
  4. Click + New Filter. (If this button is not visible, you do not have the necessary permission.)
  5. Select Create new Filter.
  6. Enter a name for the filter.
  7. Select Predefined filter to select from the predefined filter types.
  8. Select Custom filter to construct a custom filter from the options we provide. If you create a custom filter, consult our definitions of the filter fields.
  9. From the Available views list, select the views to which you want to apply the filter, then click Add.
  10. Click Save.

Applied Google Analytics Filters and Still Confusing Traffic?

If after applying your Google Analytics Filters you still see confusing or contradicting numbers, please reach out to your Account Manager through Intercom. They will be happy to look through our very detailed reporting to ensure there are no errors effecting your ad spend and results.

*Detailed steps curtosy of  Googles Filter guide.

 

Analytics Traffic

Analytics Traffic From Weird Locations?

By | FAQs, Google Analytics | No Comments

Analytics traffic from odd locations confusing your reports? Let me first assure you, your ad spend is not being thrown into geographic locations that you have not specifically asked for.

Now that we have that out of the way, let’s go over what you’re seeing.

Phoenix, India and Canada, Oh MY!

1 Many of our Account Managers are located in the Phoenix, AZ area. As part of your DFY account, we’ll pop into your landing pages from time to time for testing and analysis. You’ll likely see a couple dozen clicks from us when we first set up our systems for you to start your campaigns and quite a few each month as we drill down your metrics.

2 We have servers are in Canada. So although I’d love your brand to go international, you’re like seeing our systems doing their magic as we test the continuing functionality of your landing pages.

3. One of our Developer Rock Stars is located in India. When we notice any technical issues, we call on him to resolve them before any damage is done. He’ll pop in and out of landing pages as he tests anything he reworks.

Analytics Traffic, Friend or Foe?

4. Your analytics are not fabulous. Many hosting platforms (WordPress, Weebly, etc.) provide their own built in analytics but let’s go over the difference between site traffic and real users and potential customers that have come to your website to consume your message.

Have a look at the bare bones version of traffic insight offered on this WordPress site. Pretty lack-luster, right?

 

iPage google analytics

You are not getting any insightful information from this type of Google Analytics Traffic. Can we even call this an analytics traffic report? What you see above certainly will not help you drill down your audience, analyze what’s working or where you can dial down those things that are not working. You want to know where you can earn more quality traffic and not waste resources. We suggest adding Google Analytics Filters so you can remove the annoying bot and spam traffic from your Analytics reports.

Platform dashboard “analytics” will often give you a snapshot oftraffic. And justtraffic. All of it… and it’s, well, it’s weird. This traffic will include bots, crawls and all of the spammy tricks that unscrupulous service providers will use to get your attention.

Bots, Spam and Other Other Trolls

See below… these are click-bait providers from raw, unfiltered Analytics.

Analytics Traffic

I’ve seen them even more aggressive where they spam you with hundreds of clicks to get you excited, only to realize that it’s coming from “Get More Likes” out of Russia. This is an example of an unfiltered analytics account. It’s not pretty.

When you get your analytics filters set up appropriately, you’ll only see the traffic that’s important to you.

5. We stand behind our data and protect your ad spend. Period. When considering a CPM (cost per 1,000 impressions) of less than $10, you’d be hard pressed to care about the twenty odd impressions coming from odd locations, but rest assured. If you need to talk a client down from the ledge because they fear that you are burning through their cash, please share these insights. If you want to avoid the conversation in the first place, set up your Google Analytics Filters prior to running your Traffic Oxygen campaigns. If you still can’t talk them down, reach out on intercom for a more detailed report on hourly or daily traffic. We can show you exactly where it’s coming from and when. We’ve got your back.

 

Customer Lifetime Value – Why It’s So Important For Good Marketing And How To Calculate It

By | Advertising | 3 Comments

Oh, customer lifetime value. The metric all businesses should know, but when the question is asked, you get a response similar to an answer on Family Feud, stumbling, guessing, and probably not even close to the real answer.

But why is this metric so hard for companies to come up with? We all know the sale price of our products. Are we not tracking repeat customers? Not tracking averages order sizes? maybe there’s nothing being tracked!

And that’s the root to a major marketing problem. How can we run good advertising if we have no idea how much a customer is worth to you?

This usually results in an outcome of a business blaming a marketing company that they are getting no ROI when in fact, it’s that business just deflecting the fact they actually have no idea what the ROI is they need.

WHY LIFETIME VALUE IS SO IMPORTANT

See, most companies base their marketing efforts off the sale of one product, one time.

What you’re telling me is your product is one of two things, so good nobody ever needs to buy it again, in which case, you better be charging an arm and a leg, or two, your product is so bad you don’t have repeat customers.

My guess is neither is true. So let’s figure out a real customer lifetime value.

We are going to use a restaurant as an example.

Basic numbers:

Average one person order: $20

Average party size: 4

Making your average order: $80

This is all information a restaurant would know in two seconds.

Now, let’s assume you have great food, great service, pretty reasonably priced restaurant.

Humans eat out a lot. A typically family or party of 4, may come back twice a month.

Perfect, so now we are at $160 of revenue each month per party of 4.

But that’s just for the month. People don’t stop eating after a month. After a year, that party of 4 is now worth $1,920 ($160*12).

Doesn’t stop there. The average family lives in a house 4 years. Assuming you continue to be amazing, that ONE family of 4 makes you $7,680 ($1,920*4 years).

Wow, that escalated pretty fast. What I’m trying to say is, in all reality, you should be willing to spend $7,679 on marketing to get one new customer.

Now, I understand that’s not realistic. You can’t come out of pocket that much in hopes to finally turn an ROI in 4 years.

Let’s get realistic and say 3 months to turn an ROI.

That still puts us at $480 in revenue per 1 new customer/family acquisition. Any marketer, even a really bad one, can get you a CPA (cost per acquisition) of a restaurant under $480.

LET’S BREAK THIS DOWN

Month 1:

Marketing spend – $480

New customer – $160

Net loss – $320

Month 2:

Marketing spend – $480

New customer – $160

1st customer – $160

Net loss – $160

Month 3:

Marketing Spend – $480

New customer – $160

1st customer – $160

2nd customer – $160

Net loss – $0

Month 4:

Marketing Spend – $480

New customer – $160

1st customer – $160

2nd customer – $160

3rd customer – $160

Net gain – $160

In 3 months, nearly worst-case scenario CPA, you’re generating a break even, soon to be positive ROI marketing campaign.

THAT’S NOT EVEN COUNTING REFERRALS!

If you have a referral incentive program or you truly are great, you can bet each one of those customers is telling their friend. Now you have a break even campaign the 2nd month!

And the best part about marketing (good marketing), the longer marketing goes on, the better campaigns can be optimized, drastically dropping CPA.

Here’s the problem we see a lot. Business’s don’t know their customer lifetime value or don’t know how to track it on their end, then blame the marketer for not being able to tell them how much money they are making from marketing.

The honest truth, it’s not a marketer’s responsibility to tell you how to determine your lifetime value. It’s our responsibility to track what’s generating a new customer. It’s our responsibility to tell you what’s generating positive responsive, creating and optimizing campaigns and creatives, and getting your message to your ideal audience.

In order to track what channels are generating sales and new customers, you’ll either need a 3rd party reporting tool or set up goals in Google Analytics. Setting up goals is something whoever helps you with marketing should be able to do. It may be something you’ll need to pay for as it can be a quite exhausting task depending on the scope of your business.

SUGGESTION

If you really want to have your marketing channels tracked with known revenue, set up Google Analytics properly (this obviously only applies to online only transactions). It will tell you everything you need to know when set up correctly. This includes setting up all the proper goals and dollar amount (use lifetime value) when that goal is completed.

If this sounds daunting, hire a professional. Many marketing companies can do this or use something like UpWork and hire a Google Analytics expert, probably cost around $500 for a really good setup.

SUMMARY

It takes a lot to run good marketing. If in the back of your mind you know you need more marketing or want to better utilize marketing, figure out your customer lifetime value first. This will allow you to have a much more realistic conversation with your internal marketing team or agency you hire.

 

Cannabis Digital Marketing – Should You Even Try?

By | Advertising, Cannabis | 6 Comments

CBD is legal in al 50 states, but Google and Facebook won’t let you advertise. THC is legal for adult use in many states and medicinal marijuana is approved in many, and yet you still can’t advertise on these major digital platforms. Wholesale products, auxiliary products… if you hint at cannabis even on the landing page or if your color scheme uses the same HEX codes as Leafly, your campaign goes up in smoke. (Pun intended).

You have the constant frustration of “I’m in California, my ads are in California, cannabis is legal in California, but I can’t advertise in California?”

But at the same token, Tobacco is legal, tons of advertising restrictions. Fitness is very legal, ton of advertising restrictions. Cryptocurrency advertising – yeah, good luck. Guns… the list goes on.

Good marketing is about adapting. Adapting to your audiences. Adapting your offer. Adapting your targeting strategy. So in order to have a strong cannabis digital marketing effort, you need to adapt.

cannabis digital advertiting agency

Who Sets The Regulations?

Regulation of ads is done by the advertising platforms, Google, Facebook, Twitter and 100s of other ad networks.

In general, they all follow suit. Something is illegal on Google, probably going to run into the same issues on Facebook.

As much as we all may want, they don’t operate on a state by state basis. They make global policies that apply to the entire network and because the drug is still illegal federally, they will play by the federal law.

It’s important to keep in my these platforms operate to give the user (not the advertiser) the best experience possible. They need to limit the amount of complaints from parents seeing cannabis ads pop up on their 18 year olds Ipad and then they kid trying to explain to the parent why they are getting cannabis ads. Nobody is winning.

Along with this, even if you find an ad network willing to run your ad, the website that’s connected to that ad network would need to allow cannabis ads to show. And guess what, most websites don’t. Just like the ad networks, they care about the user experience on their website.

So, How should I advertise?

There are two types of advertising. Push and pull.

Push advertising

is just as it seems. Your pushing products, offers, information out to the world. This is how most companies do advertising and this is mostly what does not work with cannabis advertising.

Pull advertising

is when you are pulling consumers to your website and your social media channels, creating interest around what you do and the content you product.

This is where cannabis sites can win. Create educational content.

  • Safety Tips
  • What If I Take Too Much?
  • What’s The Average Cost?
  • Is It Illegal To Drive?

Once a user is on your site, you can control what type of offers they see, so your goal needs to be “how do I get users to my website” not, “how can I sell them through advertising.”

Final Do’s And Don’ts

Do…

Make an attempt to advertise your business, but keep it clean.

Create a version of your website that is educational only, only products.

Do make the ads very neutral. Your goal should simply be brand awareness, not sales, leads, or anything else. Simply letting people know within 5 miles of your business that you exist (if they can’t smell you).

Do create a great social media presence. You can post all day along about cannabis on Instagram.

Don’t

Use words like cannabis, pot, weed, or anything along those lines in your ads. They will never get approved.

Don’t use any cannabis related imagery, mainly don’t use a leaf in any part of the ad.

Don’t direct people to a website that sells any sort of product, even CBD oil that’s legal everywhere. The ad networks WILL reject it. Believe it or not, they actually do go look at the websites ads are pointed to.

Summary

Running a cannabis digital marketing campaign for your store or business is not impossible, but it’s extremely difficult.

The best strategy is to create educational content, ad value to users and go into the advertising campaign with no goal of sales.

GeoFrame advertising agency

How Geofencing and Location Based Targeting Increase Leads

By | Geofencing | 9 Comments

We use auto dealerships as an example. Think creatively about your business and how you can utilize geofencing in a similar way.

Are you seeking after creative ways of communicating the right messages to local prospective customers via personalized advertisements?  Do you need to target consumers currently looking for their next new vehicle?

In the past, car dealerships had to trust in old-fashioned strategies like street signs and shiny decorations to advertise for local clients.

However, times have changed and automotive dealers now have options through online marketing technologies and conquest ad campaigns that customize and target their data and platforms.  In fact, in the modern world of digital marketing, if a dealer wants to stay in the game and not lose clients to their competitors, it’s crucial to implement solid ad campaigns.

Geofencing technology functions through the use of location data gathered by mobile devices.  Essentially, a dealership can take customized ad content and send it out to shoppers when the shoppers’ mobile device indicates that they have entered the geofence perimeter area that was established.

geofencing and location based targeting car adsThese ad campaigns can also be targeted when a consumer is visiting one of your competitors; this way you can show them your product, special offers, or services so they have a chance to compare your brand with your competitor that they’re also considering and perhaps change their mind and head over to your store.

What exactly is Geofencing?

Geofencing uses GPS technology – through this capacity an auto dealership virtually builds a “fence” that encompasses their key area or location.  This location is usually more than just the actual dealership location but it extends to nearby businesses and, most importantly, any nearby competitors.  Car dealers can then use this technology to implement a targeting plan and send people who are currently within the region a predefined message on their mobile devices.

What this means for your dealership, is that you can actually engage consumers in your area and send personalized content and ads to people currently shopping for a new car.

For any auto professional who has the goal of converting more potential car buyers and increasing brand awareness, the best locations for you to target with your geofencing campaigns are other nearby dealerships as well as automobile repair companies in the area.  Car repair shops are not your competitor but they are a complimentary business that could possibly send customers your way.  When you design an ad campaign to target these populations through geofencing, this is what’s known as conquest advertising.

When you put up your virtual fence perimeter around your competitors and target anyone currently in their car lots, you can send them an enticing deal that just might scoot them over your way instead.  At the very least, before they make their final decision they might visit or call your lot to price compare.  This is a smart population to target because they’re already in the mindset of considering a vehicle purchase; in fact they’re actively looking and might be ready to purchase one right at that moment or soon. Geo-cookies are a resource also used by dealers to gather information about auto seekers in their area.  Once these messages are sent out to these audiences, dealers are able to upload a list of consumers and people who viewed the geofenced ads.

Now think about your business. Can you come up with a way this would apply?

A few examples:

Lawyers target hospitals.

Chiropractors target gyms.

Restaurants target your own along with similar ones inside 5 miles.

Real Estate Agent target apartment buildings.

To talk our Marketing Director, Kendra, about any of your marketing needs!

5 display ad tips

5 display Ad Tips To Create Better Branding

By | Display Advertising | No Comments

Display ads of all colors and sizes are common ornaments of almost all web pages.  In fact, odds are you’ve seen several display ads today while browsing the internet…but do you remember them?

If you are part of the overwhelming majority of the population and if the ads you recently viewed were comparable to most display ads, you likely don’t recall the companies or products that were showcased by the ad.  In the digital marketing word, there’s a term for this condition and it’s called Banner blindness; a very well known and real trend.  Of course, you want to make sure this doesn’t happen with your display advertisements.  Read on to learn how to avoid Banner blinding your audience.

Assuming that your goal is to ensure web site visitors are able to see and click through your banners and display ads as opposed to instantly closing or ignoring them, below are the most beneficial steps you can take to turn web viewers into your customers.

1) KISS (Keep It Simple, Stupid)

Of course it may seem like the best way to get the most bang for your advertising buck is to spend the most dollars possible on your ads and put as much on there as you can.  However, this isn’t the best plan as marketing data clearly demonstrates that small sized display ads can easily be cluttered with too much content that only serves to confuse the viewer and make the ad more challenging to read and absorb.

Don’t be this person:

The key to remember here is to make sure your imagery, messages and Call-to- Actions are as straightforward as possible and easy to read and grasp quickly.

Although your ad may be minimal and not saying much in terms of quantity, a clean ad design with an effective amount of white space and a defined hierarchy and purpose is the most effective choice.

2) Select High Quality Ad Assets

Although you ad is likely small, don’t take this to mean that you should skimp on investing in quality ad components.

Instead, opt for high-quality illustrations or photographs, depending on your purposes. Use a site like Envanto to gain access to quality images for all your needs.

Go for clearly legible fonts and take special care to have logos that pop and are especially crisp.

Equally important to remember is that your ad should be designed to export at the highest quality it can while still falling within the 150 kb maximum file size for Google Ads.  As a final quality tip, always double check your exported images before you upload them.

3) Make it Pop

Your ad should be distinctive enough to stand out to your visitor from the rest of the text and images on the webpage.  This concept is not just about making your ad attractive, but rather it gives your ad a better chance of ad network approval.


Your border design is significant when it comes to helping your ad pop.  Aim for clearly defined borders; you can do this most effectively by placing y. our images and colors on the edge of the ad.  This is good practice in regards to ad compliance but also is a great strategy for drawing a visitors eye to your ad.  Marketing analysis has proven that our eyes tend to gravitate towards words or images that are in boxes.

4) Relevance Is Key

Marketing goes well when your ad is relevant to the correct audience. That means timing, images, offers and text.

Keep your end user in mind. Keep their experience in mind. You want your ad to appear so seamless, so perfect, they are actually thanking you for showing them an add because it’s perfect for their situation.

5) Keep Branding Uniform

Two items come into play here. One, you always want to keep a similar feel or vibe to your ads. Soft colors vs. bright, fonts used, backgrounds. Now, you don’t want and/or need all your ads to be exactly the same, but you want people to be able to recognize it’s your brand without seeing your logo. They instinctively know it’s you.

Airbnb does a great job at this. The red and green set has the same offer, but slightly different, giving the user a different experience every time they see an Airbnb ad.

And we can even compare a completely different offer, this one used to bring in new guest rather than host. The branding is similar. For Airbnb, that’s simplistic with their logal being very clear. No matter what, when you see either of these ads, you know it’s Airbnb.

This is critical as our eyes tend to glance over ads after we see them too many times. If the user continues to see similar branding, even if they are only glancing by it to something more important at that given second, you’re priming their mind to recall your brand when the time is right.

And two, you also want the ad to have a similar feel to the landing page your user will land on. Nothing is worse than clicking on an ad and going to landing page with completely different colors, products or overall feel. It’s not what the user was expecting and they will leave immediately.

Summary

Now you’re ready to create your ads, get them in front of the right audience and grow your message.

Keep your message simply, think about the user experience and give them something they should thank you for.

Any tips to add based on your experience?

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

How To Use Retargeting To Connect With Shoppers

By | Retargeting | 2 Comments

Every successful business is built on the foundation of strong personal relationships with people who believed in the business owner and in their dream.  These relationships form the first customers, employees and partners for your business; it’s important to not take them for granted  when they are essentially the legs that you and your company stands on.

By the same token, digital marketing principles are easily compared to building relationships; this allegory can help you gain some insight into how to create your strategy.

Re-engage your customers through smart reminders and stop losing revenue on abandoned shopping carts. Start marketing for $5 a day.

If you’re a small business owner, you may feel intimidated by digital marketing.  How can you decide which strategies and platforms will deliver the best results for your business?  Designing a clear marketing plan might seem to be an impossible and ever-developing challenge.

However, when you start to think of your potential shoppers more as people in terms of building relationships with them via your marketing budget, the way to connect these users is more clearly illuminated.

In today’s online market, an engaged consumer is expecting to have helpful, relevant and harmonious interactions with your company and landing page.  As a business owner you want to be sure and respect the client and the experience they are desiring as well as capturing their attention and channeling it to the right area and action.

Keep in mind that there is an important distinction between generating short-term,

one time product purchases and long-term customer loyalty.  A loyal shopper will give glowing recommendations of your company to their colleagues and associates and they’ll purchase from you repeatedly because they trust in your brand and processes.

Did you know that 92-98% of visitors on your website aren’t initially ready to bite the bullet and purchase from you?  An intuitive digital marketing plan will include a plan for staying connected and somehow displaying messages to remind these potential customers of your brand and encourage them to find out more about your services and products.  Retargeting is key for this purpose.

THE BASICS OF RETARGETING

Here’s an easy example of what retargeting is: at some point you’ve probably visited a website, such as a clothing company, and then noticed advertisements from that same website popping up on your facebook feed or other sites you’re visiting.  These adverts are designed to counteract the frustrating abandoned shopping cart phenomenon that many online businesses fear.  These ads can also be present a more personalized deal to these potential or future shoppers.

Summary – Relevance is key

Some businesses utilize sophisticated analyses to make their retargeted ads creative as well as highly relevant to the potential client.  Relevance is the biggest key to retargeting that yields results.  An advertisement can be random and it will have more randomized success, or it can be tailored towards the viewer.  You not only want your ad to be relevant but also it should be minimally intrusive to the viewer; statistically, these tactics will generate greater interest from your potential buyer.

Always approach marketing with the end users experience in mind, not what you’re trying to sell them, and you’ll provide a better overall experience for the user, increasing your sales.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.