All Posts By

Kendra Woodruff

Call To Action, Display Ads To Landing Pages

By | Display Advertising | No Comments

Real talk: although it would be nice, not all digital marketers are working with a Coca-Cola sized ad budget.  In all my time as a digital marketing professional, I’ve never had a client with exorbitant funds available to drop on target audience and persona research.

Fortunately, for my clients, I come with knowledge and resources, no major study required.  Additionally, I have the ability to access quality, free data from Google Analytics– in fact, so can you.

Displaying Google ad campaigns on the Display Network is a common strategy that you can implement to boost brand awareness.  In this case, you’ll probably want to direct the web traffic to your landing page; as you select your Call to Action (CTA) for these ads, you’ll want to choose wisely.  Your CTA is the first glimpse a web visitor will have of your brand, and first impressions are critical for setting a web user’s expectations of what will come next as they interact with your ad.

Ad Call To Actions

There are ways to test your Call to Action so you can make sure to pick the right one for your ad; my tips for this are outlined below.  The often used “contact us” CTA is a hard sell tactic and may not be the message your prospective customer wants to see right off the bat.

Let’s break down how you can use analytics to explore whether or not you should begin with a softer approach such as “chat with a specialist”, or perhaps “see plans and pricing”.  These messages might actually be more appealing to your target audience instead of a CTA that sends the message, “buy now”.

Look Over the History of Actions Taken By Previous Viewers Of Your Landing Pages

If the ultimate link on your display funnel leads to a currently live landing page, look at your data to find out what it is that visitors on your page tend to do once they get to the page.  You may already feel you know the ideal CTA for your ad, based solely upon your intent and your current page layout, nonetheless, when it comes to what your visitors actually do on your web page, you might be surprised.

To access your Landing Page information and user history, go to Google Analytics and navigate to the Landing Pages report.   Next go to Behavior > Site content > Landing pages.  You can see every conversion action taken by your users once you locate your landing page; from here you can determine what action is preferred by the majority of web users on your landing page.

Although Google Analytics is one effective option for finding this information, Google Ads also has a new and helpful interface which allows another option to review your landing page conversions.

If you’re still skeptical about this new interface, you should know that it has a pretty useful feature for displaying your landing page statistics on a group or ad campaign basis as seen below:

If your landing page offers visitors multiple actions to take, such as filling out a form or calling your company directly, you’ll be able to see this information differentiated on Google Ads so you’ll know which action is more popular with your users.

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 Bring Your Potential Customers Back With Retargeting

By | Retargeting | No Comments

Statistically, most of your website users are not prepared to purchase your product just yet. However, according to columnist Jacob Baadsgaard, if you implement the right plan of retargeting your customers, you can guide them to that point where not only are they ready to buy but they’re going to purchase your product.

Retargeting is an essential component of modern internet marketing. According to an AdRoll report, last year more than 80 percent of marketers displayed retargeted ads. For anyone familiar with online marketing, this statistic is to be expected.

A common but very frustrating experience for business owners is to review the data and find that people are visiting their website, poking around a little…and then leaving without purchasing any product or filling out a form.

Naturally, the point of retargeting is to display your ad once more in front of a user who has previously shown interest in your company. The goal of your retargeted ad is to actually convert the customer this time so that they complete the desired action.

However, the challenge you need to prepare for is the possibility of frustrating your potential customer with an ill timed, aggressive retargeting ad.

So what’s the solution? How do you encourage a former, inactive landing page visitor to return and make a transaction? The right question to ask here is how to provide your potential buyers with what they’re looking for, when they’re looking for it and in what way can you best display and send this message to your potential clients through your retargeted campaign? Read on for tips you can use to answer these questions and create a successful retargeting strategy.

Retargeting: Are your ad campaigns not converting?

You may already be aware that 92 percent of your website’s first-time visitors aren’t ready to buy. According to some, this number can go as high as 98%.

If you’re like most business owners, this phenomenon is both confusing and frustrating.

You’ve allocated plenty of time and funds towards generating interest in your brand and company and you’ve succeeded in getting web users to click on your ads, but rather than making a purchase (and the logical assumption is that they wish to or else they wouldn’t have clicked on your ad), they up and leave!

You might be thinking that it was a sort of fluke and if you could just show this potential customer some more ads, then they will purchase an item. There’s just one problem with that, though; your ad and landing page didn’t convert them the first time, so why would they work the next time? Here’s a reality check; your hard-earned website traffic is mostly comprised of people who clicked the ad accidentally, were just curious for one reason or another, or found somehow found their way to your site with intentions other than purchasing right that second.

Even on e-commerce sites such as Amazon, 58.6 percent of site visitors report that they abandon their cart because they aren’t ready to buy. The bottom line for you to take away here is that if you use the same exact message to retarget these consumers, this is not going to do anything to help prepare them to purchase from you. Don’t be discouraged, though, all hope is not lost and there actually are ways you can outsmart this issue when it comes to retargeting. Remember that the users who clicked your ad were interested in buying and likely still are- just not quite yet. That’s when you can tailor your retargeting approach and make this the guide that helps them across that bridge so that they are ready and once they get there, you’re the company they want to choose.

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.

GeoFencing cheap advertising

Exploring Geofencing – How Geofencing Event Centers Can Fit Into Your Marketing

By | Geofencing | 2 Comments

If you’re wondering what Geofencing is, let’s summarize and catch you up quickly before we go further. Geofencing is also known as Location-Based Mobile Advertising, also sometimes called Hyperlocal Mobile Marketing. Those of us in the online marketing business who save our precious energy for creative advertising instead of pronouncing unnecessary syllables call it Geofencing.

Geofencing at its most essential function creates a virtual perimeter using GPS coordinates; a marketer triggers advertising to send to mobile devices located within that perimeter.

How to GeoFence Events & Conventions

As you know, almost every person attending some kind of event enables location-based apps such as Google Maps; this technology transmits their exact location to 3rd parties. Many 3rd party entities take this information and use it for their own advertising purposes; websites and search engines including Facebook, Google Search and even Weather apps tap into this technology. You’ll then be sent advertisements by various platforms who have targeted you from your location (in about a five-meter radius), which allows the geofencing technology to work.

An advertiser might also customize what is sent to you based on the general time of day as well as your general location. Do you ever see advertisements for a the lunch menu of a restaurant near you as lunch time approaches? Or does a map of a shopping center you just arrived at pop up on your device suddenly and conveniently. It’s not a coincidence, by the way; geofencing technology is being used.

The other fun part of Geofencing is the length of time a company can use your location data to send messages and reminders tailored to you and your interests. Advertising platforms can be designed to use time and location data to retarget shoppers for months after they had visited within the area geofence.

So How Does Geofencing Apply to Event Marketing?

Let’s imagine that you’ve established a Geofence around the area of your conference and exhibition halls, your parking lot, and of course the hotels close to the event center where you’ll likely have loads of visitors staying. Now that your Geofence is set up, let’s pretend that 85% of those currently located within your Geofence perimeters will be sent a number of targeted mobile ads related to the current event, if they pick up and check their phones.

Digital Sponsoring GeoConquesting Opportunities

Did you know you can include geofencing into your currently offered Sponsorship packages? Along with your existing offerings that your Sponsors can purchase such as signage, logos on your event app or website and ads in show guides, you can now offer purchasers the capability of targeting nearly everybody who accesses a mobile device in or around your event.

GeoFence for Exhibitors

You can also design special Geofencing packages specifically to sell to exhibitors; this offers them a digital option for getting foot traffic to their exhibition displays, promote gifts and freebies, parties and more.

In either case, following the event you can offer your Sponsors and Exhibitors the chance to retarget attendees and visitors who showed interest in something relevant to their brand or product after the event is over. These retargeting messages following the event can be fairly simple; maybe something like, “Thank you for Coming to Event Awesomesauce, We Hope to See You Back Next Summer!”

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

Retargeting Strategies That Will Translate Into Conversions

By | Retargeting | No Comments

If you are among the savvy business managers already utilizing retargeting strategies, then congratulations on choosing one of the most effective online marketing strategies available.

However, not all retargeting campaigns are designed equally; some produce positive results and others don’t produce the best results for your company. Below are the retargeting plans that we have personally observed to be successful for those advertising online.

Closing the Sale: How to Convert Your Interested Shoppers Into Buyers

If you’re already working on retargeting ads, then you have Google Analytics ready to go and you’ve placed your pixel and started creating a user list in order to serve branded adverts to your website users. This is a great start but now you need to optimize your clicks and customer conversions so that you can maximize your profit. Follow the steps below and you’ll have a lot more success.

How to Categorize Your Potential Shoppers

Audiences In Google Analytics

You should divide your visitors into segments based upon the products they’ve clicked on. Once you have segmented the different interests of your prospective customers, now all you need to do is design a clever, attractive ad with text and visuals catered to those interests. Although a generic ad might seem to be a smart idea that will generate more possible interest, when it comes to retargeting this will be a waste of money when you’re trying to connect with someone who has already demonstrated interest in certain goods.

You also want to recapture their attention soon, the more quickly you remind them, the more likely they are to decide to return to your site and make that purchase. The more time lapses, the more likely they are to forget about the product and be distracted by something new, or to buy it from one of your competitors.

Shorten Cookie Duration, Increase Consumption

The smartest strategy is to set a shorter duration on your Cookies so that you display your retargeting ads in front of the shoppers who looked at your products most recently. When it comes to retargeting, you’ve got to jump on the boat before it’s too far from the dock. In other words, when someone visits your site and shows interest in goods you sell, the best time to retarget them is as soon as you possibly can. As time goes on, the boat gets further way, or their interest may dwindle and be harder to recapture.

Diversify your ads

When you spend precious time and money on your ad campaigns, it’s important to channel these resources so that you get the best return for investment on your ads. Diversify and mix it up a bit; try out different sized ads. Most importantly, place your retargeted ads on multiple retargeting channels, such as Facebook and Adwords. The idea is to cover as many outlets and bases as you can so that your brand is visible to as many potential and previous shoppers as possible.

Reward Customer Loyalty; Offer More Savings for Repeat Buyers

Loyalty ad campaigns are an essential best practice in which your company rewards customers who keep coming back to buy your products. Loyalty rewards create a situation that’s beneficial for both your company and the customer; if you aren’t taking advantage of this win-win opportunity, then you’re missing out on an easy way to grow your company’s success and reputation.

As an advertiser, encouraging and rewarding repeat shoppers statistically increases your brand adoption and sales and the buyers are attracted to these ad campaigns because they can save a little bit of their hard earned funds.

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.


Online Advertising traffic oxygen

Does Your Ideal Prospect Even Know You Exist…And How To Make Sure that Changes With Good Online Advertising

By | Display Advertising | No Comments

Not too long ago, putting up a website was the only online advertising strategy that a business owner needed. Start a Facebook business page, grow organically, sales were great. Today, most the platforms, including Facebook, are pay to play, meaning to grow organically, well, just don’t try. All the platform survive off advertising spend, it’s no surprise they increasingly make spend more of a forefront for all businesses that want to use their platform to grow.

Why Online Advertising is Crucial

Roughly 70% of the population has some sort of social media profile. You can bet the other 30% still uses Google, Bing or any other major search engine on a daily basis, too. Not only are all your potential customers online, but online advertising has given you a unique way to target your users. When online advertising is done correctly, you’re only showing your ads to your ideal customer, and in many cases, the customer is appreciative they were either reminded you exist (because we are shown a million other items every day) or they now know about a new product that can change the way they live their life.

Display Advertising

Display advertising uses websites, apps and some social profiles (Youtube) to show advertisements and deliver specific brand messages. This online method employs a wide variety of formats and includes images, videos, flash, audio, and text.

There are many ways display ads can reach your ideal customer. One common technique is to pay for sponsorship. This adds a brand or a logo to the design of a website. Another way to make space visible online is through overlays — advertisements that pop up or appear as a website is opened.

The Real Value of Display Advertising

Many advertisers say that display advertising does not yield a satisfactory number of clicks. A good number of critics say that to drive clicks, paid search advertising is still the way to go. I wouldn’t argue that statement.

If any business enters into a display ad campaign and expects the same results and say Google AdWords (now Google Ads), you will be disappointed.

The role of your display ad campaigns is brand awareness. Always reminding your customer you exist. So when something breaks, they get a bonus and want to splurge OR they see your Facebook ad running, they already know who you are.

You are priming their mind to recall your brand!

Making the Most of Online Advertising

Online advertising, particularly display ads, provide an opportunity for companies to target their ideal prospects. This intensive focus is achieved through thorough study of the demographics, the interest, the geography, and the purpose of Internet users as they go through thousands of websites. Examples can include showing ads to people who visited your website before, city they live, sex, age, income, political views, buying habits, car they drive, and the list goes on and on and on.

Optimizing Online Advertising through RTB

Attention on the internet is…minimal. We have so much information coming at us, it’s hard to stay focused on one particular item or task. This poses some problems for a business when you’re trying to get someone to pay attention to your message.

To conquer your ideal prospects from among the masses, online advertisements need to be targeted, massive and widespread. As a business, you need to be showing your ads on multiple websites and multiple times a day for each consumer.

Real time bidding achieves this with display advertising, getting you in-front of your ideal customer in the most cost effective way.

How Real Time Bidding Works

With RTB, an advertiser bids in real time for online ad impressions through supply-side platforms or ad exchanges. Auctions for RTB take place in the time that a webpage would load, and the site being auctioned is one being viewed by a user. Once you win a bid for that site, your ad is immediately loaded. This whole process will only take seconds, and the viewer will catch your advertisement while he or she is on that page. The key to all this is the ad impression. The ad exchange is able to project the advertisements that a user is more likely to welcome.

RTB has several characteristics that allow your display ads to successfully accomplish your online branding targets. RTB is efficient. You are able to access a wide number of sites and pick the ones with impressions that you think will work best. Everything happens quickly enough to catch your ideal prospects while they are browsing around the Internet for similar goods. In addition to this, RTB allows you virtually limitless exposure.

When all is said and done, in today’s business environment, display advertising and RTB are a combination that bring your brand and products or services to the market that you want to reach.

To talk a Project Manager about any of your marketing needs.

3 Reasons You Should Consider Display Ads

By | Display Advertising | One Comment

Adding Display Ads to your Marketing Strategy

Online visibility and performance is a key measure of the viability of a business in today’s market.  In an era in which consumers and businesses alike utilize the internet across all facets of everyday life and the exchange of goods and services, a strong business requires a marketing strategy inclusive of well-planned display advertising.

Despite some unfavorable press and the assertion by some that AdWords are preferable because they’re more targeted, Display advertising has consistently been irreplaceable in digital marketing strategies for the following reasons:

  1. Gain Global Brand Awareness

Display ads are the best way to generate brand interest and awareness.  AdWords campaigns on the other hand are not as far reaching.  Display ads cast a global net; what this means for the growth of your business is that your products and services are presented to a wider variety of potential clients or customers.

Compared with SEO and PPC, Display Advertising shows your business to users that could be a match for your services and products whereas SEO and PPC is helpful only for those who are searching and looking at that moment for one of your services.  In other words, Display advertising is geared towards connecting with your target audience through a visual ad and these potential customers may not be actively seeking you out. Even if a user does not click on your ad, they’ve seen the image you wanted them to see and this will help them recognize your company later or remember you when they are seeking your products or services.  Display advertising is also arguably the least expensive way to spread brand awareness on the web.

  1. Optimal Customer Loyalty

Retargeting is a savvy strategy for touching base with previous buyers or visitors.  By displaying an appealing ad for your service or product, you’re encouraging a previous visitor to go back to your website and take another look or make another purchase.  Your Display ad can be retargeted to catch the attention of anyone who has been to your website in the past or purchased from your company.retargeting display advertisingRetargeting is a fabulous way to amp up your conversion rate optimization.  Your website is designed to entice the user to fill out a form or make a purchase or other inquiry, retargeting is a way of attempting to ignite such conversion activity on your site.


  1. Drive more leads, increase conversion rates, and augment offline sales through Display ads

Display advertising has been used for years, and it’s proven to be effective as a digital marketing service that works and produces measurable results.  Your display advertising, done right, will drive up your sales and lead generation.  You’ll be pleased to notice the improvement to your ROI when you optimize your Display ads.

Keep in mind that you’ll want a display banner that’s designed well enough to impress your potential or returning customers and spark their interest in visiting and making purchases at your online store or website.

A great way to utilize Display advertising is to promote special or seasonal offers or to advertise new products.A trick of the trade that proves itself effective for many companies is to include an end time on the offer; this creates a sense of urgency and can produce a FOMO type of feeling which means more web traffic and potential sales for you.

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.


New Agency Portal Sign Up

By | Uncategorized | No Comments

Welcome to the Family!

Team high giving outside

  • Sign in and log-in information.

  • Personal Platform walk-through and orientation.

  • 1/2 hr of free strategy consulting (a $50 value)

  • $50 in free ad spend credit for your first project.

  • You'll be assigned a personal Project Manager.

  • Training, resources & weekly webinars.