I've seen this before...A decade ago, I saw the writing on the wall when I worked in yellow page advertising. Advertisers started asking really tough questions that I could not answer with certainty and transparency. It was not at the point where they started slashing budgets, but to the point were they were asking tough questions. Quite frankly, they had the right to ask these questions and I was quietly asking them to myself too. Questions like: "How many people are actually searching for my ads." "How many people are calling because of my ad?" There was one conversation with a customer that stuck with me and I could not shake how I felt while trying to provide value for him. His question was simple: "Why can't I have my ads on the west side of the city vs the whole county" We both knew that 95% of their customers come from the west side within 5 miles of his location. We both knew no one in their right mind travels 20 miles across town to go tanning. He was right. The problem was... I didn't offer a solution that could help him invest his ad dollars more wisely. All I offered was a blanketed solution with no tracking. Shortly after that conversation, I knew it was time to cut bait and get a head start in a newer advertising method before everyone else got started.
Luckily, I managed a PPC campaign on Google years before while working for an automotive warranty company. Back in those days, most clicks were .05 to .50 cents. It was a big deal to spend a .75 on a click and If I raised the bids to a dollar... I probably would have gotten fired. Today, these same terms are 100 times higher. Because I had experience, I knew I could answer all of the questions my yellow page clients had asked if I went into internet marketing. I knew I could provide reporting, call tracking and more more tracking. So... I jumped in head first and decided to learn everything I could about internet marketing. Fortunately, I have never stopped learning and reading about website marketing. Things change way too fast in the online marketing industry. A month away from internet marketing is probably like a decade away in yellow page advertising.
How my backstory ties into Television Commercial Advertising:
As a kid, one of my dreams was to work at a TV station. My uncle worked for one of the local stations and I thought he was one of the coolest people in the world. The station always treated him great. He got to see so many things before they showed us on TV. To me, that gave him magical powers. 20 years later... I fulfilled my childhood dream. I worked at a TV station and I was offering television advertising! I was having conversations about CPP (cost per point) and the value of :15 and 30's with clients. I worked with a great group of people at the station and advertisers had real budgets for TV advertising. In fact, they came with lots of 0's and commas.
There are so many wonderful, intelligent, hard working people in television that never see the front side of the camera. Plus, there are so many unspoken perks of working at TV station. You can meet TV personalities, watch the local news, live... in studio. You and shake the hands of the people who are in the commercials we see on TV. It was unlike anything this world has to offer in advertising.
Oddly enough, my television advertising clients had started asking the same tough questions I faced and had problems answering a decade ago. I couldn't answer them any differently than I could when I worked in yellow pages. I'd go home at night and I'd think to myself... are you kidding me?! the same questions!? I knew couldn't come back to a client and say... "Well, it fits your 18-54 demographic and the overnights showed a 2.3 rating across our 300 sq. mile broadcast area. So, of course it worked." Today, in the world of advertising, I know that gets you fired from a client. Clients want tracking. They want to know which ad get the best results. They want to know how many people actually wanted the commercial vs walking out of the room to grab something or fast forwarded through the commercial because they DVR'd it the night before. They don't want to pay for what they view as "wasted impressions". They want to know how many people visited their website. They want it all because they know they can get it from other mediums in advertising.
The good stuff... and the "Why":
I believe television advertising revenue will get shifted hard and fast from television stations and corporations because of the rise and acceptance of online video commercials. Trend setting consumers have already paved the way with their 4k SHD, smart, wifi, televisions that do not get a signal outside of their Hulu, netflix, Amazon Prime, or local channels. Cell companies have already updated and continue to update their networks, and Wifi is expected to be free everywhere we go. Some of the most talked about shows are not even available on regular TV you have to have a subscription to Netflix.
Unfortunately, with the powers of social media, blogs, and everyone in the advertising industry already witnessing yellow pages, radio, and print going through these changes... TV will be in for quite a shock and awe. I believe it will happen much faster for TV than it did with these other advertising methods. Heck, Yahoo streamed an NFL football game that no one else could air and the NFL is going back for more online streaming. Could you imagine that a few years ago?
The value of online video advertising is simple:
For the advertiser, online video commercials comes with tracking and targeting down to a few miles with any demo they want. Until now, we have not had that ability with commercials. Plus, you don't pay for "wasted impressions" heck, you don't pay if someone skips the ad.
For the viewers, you get personalization with recommendations with shows, movies, or advertisements that are applicable to you. (Hopefully, that will end me being forced to watch erectile dysfunction ads on TV) You can skip ads that you don't want to watch and go back to consuming your favorite show, movie, podcast, or funny cat video. Online video allows consumers to watch on a desktop, laptop, tablet, or smart phone. You can consume on the go or laying down. You are no longer restrained to sitting on a couch or laying in bed watching a giant box in the same spot for hours.
Some Supporting data:
Finally, online video is catching up to the high intensity fast paced world we live. A survey done by the highly regarded Nielsen shows that the 18-34 year old group who use streaming devices has risen 26% in May of 2015 compared to may 2014. That same age group reduced their radio and TV consumption by 8% from the year before.
According to BriteRoll 72% of agencies have said Online Video Advertising is as effective or more effective than TV advertising. Unfortunately, it will come at a cost to the television industry. They will have to adjust and reinvent themselves faster than any medium had to in the past while dealing with their world quickly becoming more fragmented radio.
Advertisers are now facing tough questions with television commercial budgets:How much do I cut from television ads?
How much do I keep in TV advertising?
Who can I call for online video advertising?
Luckily, I can help you with those questions and more.
Call me and I'll help.
In an effort to send shock waves into the PPC world of shopping carts... (and reduce control over campaigns) Google just sent this email an email that I pasted below. It's not unlike Google to shake things up. However, this one is kind of a big deal. Many companies used this feature. Apparently, Google's automated ads got better results than the promotional ads marketers could come up with themselves.
What are your thoughts?
Here is the text of email that was sent out:
"Dear AdWords advertiser,
We noticed you’re using promotional text in your Shopping campaign. Promotional text is an optional message added at the ad group level and used to highlight special information about your store and products in your Product Listing Ads.
We noticed many of you use promotional text to highlight special offers or free shipping, so we recently introduced a new automated extension that uses existing information you’ve provided in your Merchant Center settings and data feed to automatically show free shipping and price drop promotions in your ads.
Based on initial results, we saw that shoppers prefer this automated extension over promotional text and advertisers are getting better click through rates with it too. Thus, we’re retiring promotional text on September 30, 2015 and will start surfacing automated extensions more frequently instead.
How does this affect me? No additional action is needed for the promotional text retirement. Your ads won’t be otherwise affected and will continue to reach shoppers searching on Google. If you want to highlight other offers aside from free shipping and sale prices, we strongly encourage you to take advantage of our other shopping extensions:
• Merchant promotions to share discounts and promo codes • Product ratings to display aggregated star ratings and link to customer reviews • Trusted Stores certification to show the world you’re trusted by Google as a great place to shop Availability of these extensions may vary by country, so review the above help center articles for more details. You can find more information in our help center as well.
The Google AdWords Team"
I can't tell you how many companies I run across that have never bothered to take control of their local listings. They have let information sit out there that was incorrect or unclaimed. I've even seen a few cases where people knew that someone else claimed the listing, who wasn't a part of the company and they didn't think it was important to do something about it. If you control your local listings, you can dictate what is being said about you and have a pulse on what is being said. It doesn't take a lot of time but it will take some effort. Below is a great article I ran across on how to do just that:
Local search visibility grows increasingly important as “near me” searches on Google continue to rise. Your future customers may be looking for you at home on their desktops, or they may be using a mobile device on the go, such as a cell phone or a tablet. In fact, Google confirmed earlier this year that mobile searches have officially overtaken desktop on its search engine.
In other words, people who use the number one search engine are looking for your business, often while mobile. Is your site number one, or is a competitor’s? Do you even show up?
Here’s how to make sure your business appears in search engine results consistently and completely.
Before You Get Started: Figure Out Where You Stand When embarking on a local SEO campaign, you face the preliminary tasks of checking whether your business is listed at all, then making sure it shows up in a way that best represents your company. To get started, go to Google and do a quick search for your business name. In many cases, your site may already be in results.
However, this does not mean your job is done, even if all the information is correct.
Remember that Google customizes its search results on an ongoing basis in an attempt to enhance the search experience for each person. Factors that influence your personalized search results may include:
Furthermore, when people review your business on sites like Yelp or submit your business to online local business directories, the information they enter may be all that’s available to Google if you don’t intervene. In essence, other people will be in control of how your business appears to the world instead of you.
That might be fine today, but what if someone enters the wrong phone number for your business, or an incomplete address? How can you correct it if you aren’t the verified owner?
Inaccurate representations of your business online are available to the public unless you correct them. Even if all independent reviews are perfect today, you could still lose business over something as simple as a missing or incorrect phone number tomorrow.
Luckily, you can influence these results using Google My Business. To prevent any anonymous person from going about this task, you’ll be able to verify ownership of your business during this process.
Step 1: Claim Your Local Listing In Google My Business If your business is listed but not claimed by an official representative of your business, follow the directions from Google to claim and verify your listing.
In the process, you’ll have the opportunity to verify the data they have for you and make any corrections or changes. Be aware of Google’s guidelines for your local listing so that any updates or corrections you make are approved quickly.
If you have multiple locations, you can manage them all from one account using Google My Business local listings.
Step 2: Claim Your Other Business Listings When your Google Local information is accurate and claimed via Google My Business, you might be tempted to stop there. However, if you have ever searched for a business in your area, you may have noticed that Google doesn’t just depend on your verified data. Some listings also highlight links to reviews on other sites.
In a recent survey conducted by Dimensional Research, 88% of respondents admitted to being influenced by online reviews. While you can’t change reviews other people have made, some sites like Yelp allow you to respond to bad reviews to ensure future satisfaction. That can leave a good impression, particularly when most of your reviews are positive.
Rich snippets from ratings on these review sites appear prominently on search engine results pages as well. Along with check-ins and local directory submissions, this also gives more information to Google about your business, which may indirectly improve your rankings.
Step 3: Find A Way To Manage Your Local Listing On An Ongoing Basis Here’s where things get tricky.
The way your local business information appears, how it is formatted, and even what data is accepted, changes over time. Secondary directory listings which don’t even exist today may become important tomorrow.
It’s therefore critical to find a way to manage and monitor not only your Google My Business listing, but all the sites that have accurate local data about your business. You also need to know what new tools are relevant and how to use them to your benefit. Your success with online visibility may well depend on making an effort to stay informed.
How is it possible to achieve this and still have time to run your business?
For local businesses especially, it’s crucial that you find a solution that includes software tools for management and monitoring. You also need a solution that includes support to guide you through the process, and services that can assist you when successful growth makes the job unmanageable.
Step 4: Be Certain Your Site Is Mobile Friendly If you’ve been paying attention to mobile search engine optimization news in the past few months, you may recall everyone freaking out over something called “mobilegeddon.”
This nickname was in reference to the release of Google’s new mobile ranking algorithm, released on April 21, 2015, which expanded mobile-friendliness as a ranking signal. This meant that, all else being equal, mobile-friendly sites would enjoy better visibility in mobile search results than their non-mobile-friendly counterparts.
At first it seemed to some site owners that Google was bluffing; over time, however, those who didn’t take the warning seriously started to see the negative effects of Google’s mobile-friendly update on their search visibility.
Whether or not you’ve noticed a change in traffic and rankings from Google, there’s one way to be certain that your site passes muster.
Google created a mobile-friendly testing tool. Using it will tell you if a page on your site needs to be updated for better mobile performance. For a full analysis of your site’s mobile friendliness, you will want to sign up for Google Search Console and access the mobile usability report for your site.
Have You Googled Your Business? Four out of five people use search engines to find local business information. Since Google remains the number one search engine (at least here in the U.S.), the visibility of your local business is hugely dependent on where it ranks in Google searches.
Despite this, only 37 percent of local businesses have claimed a local business listing on a search engine. That means you still have a chance to get there before your competition, or catch up if they got there ahead of you. Either way, If you haven’t claimed your Google My Business listing, the time is now.
read the article here