Acceptance of Circumstances, Being Found on Google, Google Ads, Google Nonprofit Ad Grant, keywords, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, Setting Marketing Budget, target audiences, Target Marketing, website

Will Google Search Ads Work For My Organization? You Won’t Know Unless You Try.

As I write this blog post, my favorite sports team, the Boston Celtics, will soon face game 3 of the NBA World Championships, which ties in nicely with this post’s subject, and one of my favorite quotes, “You miss 100% of the shots you don’t take.” The author is unknown because this quote has been attributed to a variety of sports players, but it’s a very thought-provoking one and one that applies far beyond a playing field or arena.

Knowing that it’s one of my specialties, prospective or existing clients regularly ask me if they should run Google Ads, how much they should spend, and how much will they will pay per ad click. We addressed in a previous post the topic of Google Ads budget-setting and the challenges with being able to identify up front what your particular organization’s cost-per-click will look like — so we don’t plan to revisit them here. This blog post, therefore, is going to focus on the remaining and more high-level question, i.e., “should I run Google search advertising?”

Since we’ve already written numerous blog posts on the topic of when and why to run Google Ads, we’re going to focus on the concept we shared at the beginning of this blog post. If you’re in a hurry to rank well in Google search results in the geographies you serve for relevant, desirable search terms (known as keywords) used by your target audiences and/or key competitors are all running Google Ads, plus keyword research has shown that your target audiences are actively searching to identify an organization that offers the products, services, and solutions you offer, then we say, “go for it!” when it comes to Google search ads.

Because as the title of this blog post points out, you won’t know if you don’t try, and you can’t win at a game you never even tried to play. Neither I nor any other digital marketing agency owner or marketing consultant have a crystal ball. We can’t say with 100% certainty that Google Ads will be effective in generating the level of awareness, leads, or sales for your organization that you hope it will. But, we can say if the circumstances outlined in the paragraph above this one apply, it’s likely the ads will contribute to your organization’s success, particularly if you have a strong website landing page for ad clickers to land on!

Image has a green background in keeping with it being NBA playoff season and our favorite team, the Boston Celtics whose key color is green playing in them. The image says "You miss 100% of the shots you don't take" and indicates author unknown. It has the image at dusk with a beautiful sunset in the background throwing up a basketball into a net. We don't know if the ball went into the net or not but it is close to being in the basket. This image is shared by our boston digital   marketing agency related to testing and trying Google Ads to see if they work for you.

Need A Google Ads Coach?

You’ve come to the right place. Our Principal has been involved with Google Ads campaigns for a very diverse set of for-profit and non-profit organizations (including ones who have obtained a Google Nonprofit Ad Grant) for at least 15 years. We know what questions to ask you, and the inputs required, for us to set-up, monitor, analyze, and report on Google Ads for your organization. While this blog post focused on Google Search advertising, since the majority of the Google Ads campaigns we run are related to ranking well in Google Search results because of our Search Engine Optimization (SEO) expertise, we also have sizeable experience in executing and optimizing Google Display campaigns.

Reach out today to our Boston SEO company to schedule a complimentary discussion about employing Google Ads as part of your marketing mix!

brand promise, competitive advantage, content marketing, differentiation, digital marketing agency, integrated marketing, lead generation, pull marketing, push marketing, Results Analysis, sales, Setting Marketing Budget, strategic planning, Strong Ad Creative, taglines, target audiences, Target Marketing, traditional marketing

Why It’s A Marketing Must That Your Marketing Activities and Tactics Be Integrated

When I first started drafting this blog post, I thought I’d be mainly talking about traditional marketing and what I miss about it. But, as the post evolved, I realized the traditional marketing tactics/activities were just a piece of something bigger that I miss, sometimes, and that is being aware of, involved with, and/or or having oversight for ALL the marketing activities that a particular brand/organization executes. Often as a consultant, my team and I are working with organizations who have their own internal marketing team, and/or who work with a number of different outsourced marketing vendors or agencies. This means, while we are responsible for one or several pieces of the overall marketing strategic plan – usually digital pieces, we aren’t always aware of, kept informed of, or responsible for other pieces. As you would expect, each and every marketing message or tactic that is put out there in the universe by an organization has an impact – both negative and positive – on the effectiveness of the other marketing tactics.

Regardless of the above, because we strive each and every day to support our clients’ success, and to serve and be viewed as a member of their team, we often make recommendations and suggestions related to overall marketing strategy and various marketing tactics that others are overseeing. Sometimes, we suggest adding a new marketing tactic to the mix, even if we won’t be the ones making it happen, and sometimes, our suggestions are about shaking up how an existing marketing tactic is handled or executed.

Why Every Organization Needs Someone Monitoring and Aware Of All Marketing Tactics

Ultimately, each and every organization needs to have one person – whether it be an outsourced marketing consultant or agency or an in-house marketing director, chief marketing officer, or the business owner themselves – who:

  • Is aware of and tracking and analyzing the results of each and every marketing activity to ensure that marketing dollars and time are spent on those activities that lead to the greatest awareness, and ultimately highest possible number of conversions, such as sales (product purchase or engagement for services), and inquiries.
  • Ensures that marketing creative (messaging and design) is consistent across all marketing activities.

What Is Integrated Marketing and Why Is It So Important?

As hinted at above, integrated marketing means that all the marketing tactics you use to promote your organization and create awareness of it are cohesive, and therefore “mirror” each other. All tactics included in a strategic integrated marketing plan/campaign to promote a particular product or service should:

  • Contain and repeat the same key messages of the campaign
  • Reflect the same product or service promise and your competitive differentiators
  • Have a similar appearance as far as logos, design, color, and graphics go

For centuries, those who have succeeded at growing an organization have known that you have to hit the audiences whom you think will be the best target/users of your product or service numerous times to create both awareness and sales. Target audiences need to hear and see the same message multiple times for it to both stick and resonate. If you shake things up too much across your various marketing tactics and vehicles, you’ll miss out on the opportunity to expose your targeted customers to the same messaging and look and feel and you’ll also CONFUSE them.

Check out this blog post from marketing guru, Neil Patel, to read about integrated marketing campaign examples. And, read our blog post that explains how and why content marketing and integrated marketing are different. Or, use the search tool found on our “Ponderings” blog main page, to search for other posts that contain helpful info. on integrated marketing.

Help For Creating, Executing, and Implementing An Integrated Marketing Plan and Campaign

At Results Communications & Research, we bring more than 30 years of experience of implementing effective, integrated marketing campaigns, including ones that contain both digital and more traditional tactics such as outdoors (billboards), print, transit, movie, mall and broadcast (radio, TV) advertising. We can help you develop a strategic integrated marketing plan that outlines the various marketing vehicles and tactics we believe you should employ in a particular campaign, based on what we learn of your marketing objectives, challenges, and target audiences. Then, we’ll work with you to ensure proper tracking is in place to track the effectiveness of each of the various marketing tactics to help inform what tactics to employ in future campaigns or reallocate existing campaign $$ and/or pivot mid-campaign, based on what results are showing. So, please don’t hesitate to reach out. We love developing, executing, and analyzing the results of integrated marketing campaigns!

Google Analytics, integrated marketing, Marketing Planning, Results Analysis, Setting Marketing Budget, strategic planning, Uncategorized

Why You Should Revisit 2019 Marketing Results to Inform 2020 Activities

I’ve repeatedly shared in this blog and on social media that my firm’s tagline is “Maximizing Results Through Research-Supported Marketing.” I will never encourage a client to start or keep doing something on the marketing front that doesn’t make sense for them, based on available data. Data on which to make decisions can be primary, i.e., a client’s data, or secondary data, i.e., data found online about others’ experiences related to particular marketing tactics or vehicles. On a related note, the end of any budget year — and for many this is the end of the calendar year — is the perfect time to look back at which of your organization’s, if any, marketing activities have worked well for you. That should inform where your marketing $$ would be best spent in 2020. Sounds like I’m stating the obvious. That it’s a “no brainer”, right?

You’d be surprised at how many organizations continue to spend money on marketing activities that either aren’t working for them or regarding which they have no idea if leads, sales, inquiries, or other desired prospective customer or customer behavior — known as “conversions” are being generated. In fact, I was prompted to write this post because I’ve witnessed both the aforementioned scenarios numerous times with prospective clients.

Now more than ever, there are so many (actually too many for this marketer’s taste) diverse marketing activities and vehicles a marketer can invest time and $ in (we’ll be discussing this further in our next blog post). A fresh, new year is the ideal time to figure out which of these have worked in the past and/or might work in the future. Because each organization employs their own specific traditional and digital marketing tactics, we can’t address each & every piece of marketing results data you should look at in this post; however, we will provide some examples below to get you thinking about the types of analyses you should be completing and why.

Even if you can’t tackle this until the new year gets underway, to maximize your 2020 marketing budget, you or your team should:

  1. Conduct a detailed review and analysis of your Google Analytics data to get a good handle on visitor activity and behavior:
    • how/why are visitors getting to your site?
    • what are they doing once they get there?
    • which marketing activities are driving traffic to your site — this particular data set is critical to figuring out where to employ marketing $$ in 2020 — using reports under the Acquisition section of Google Analytics, you can see not only if visitors are coming to your site directly vs. thru organic search (finding you thru a search engine), but you can also see if they landed on your site due to your social media post or profile website links, via e-newsletter links, etc.
  2. If you don’t have a Google Analytics account attached to your website — make it an early 2020 goal to get one set up — you can use visitor data available thru your content management system (CMS)/website platform to look at some of the data above, but don’t expect the data to be as detailed or “rich” as Google Analytics data.
  3. If you’ve been running any kind of online advertising campaigns — whether they be social media, Google Ads, or banner ads — you should be able to employ reporting capabilities within the online advertising tool(s) to slice ‘n dice results.  Or, if you don’t have access to reporting capabilities yourself, ask whomever set up up or from whom you purchased the ads to provide you with detailed reports on 2019 advertising results.
    photo of planner and writing materials

    Photo by Bich Tran on Pexels.com

  4. And, related to the above, even if you did achieve what you consider to be a significant # of ad click-thrus at a reasonable cost-per-click (this varies by the nature of the advertising, industry, whether advertising is business-to-business, or business-to-consumer, etc.) if you didn’t cause enough new inquiries/leads or sales in 2019 to achieve a positive ROI related to your online advertising, then you should revisit your online strategy for 2020.
  5. Using information available in Google Analytics Acquisition Reports or using data available within social media accounts themselves, look at likes/shares/comments of your posts. If you’re not getting any of the aforementioned engagement, on one or several networks, you need to revisit the nature of the posts you’re sharing, and if you’ve already done that a few times, maybe you shouldn’t invest so much time in those non-engaging forms of social media this coming year!
  6. If you send out e-newsletters or e-blasts via Mail Chimp or Constant Contact, use available data in those e-mail service tools to look at results like “open rate” and “click-thru” rate to determine if your efforts on the e-communications front are worth the time and associated dollars.

Need help analyzing available marketing data, want to make sure you have the right tracking tools in place for 2020, or need help figuring out what are the appropriate tactics and vehicles to be included in your 2020 integrated marketing plan? We’re data geeks, and would love to help, so please reach out!