Category: PPC

5 Mistakes in Your Ads That Keep Customers Away

It’s not hard to find a place for your advertisements—websites, social media and mailers (to name a few) are all great places for reaching your customers. But is your ad itself ready to be shown to the world?

An advertisement is like a cake: it needs to be carefully constructed because one wrong ingredient can ruin the whole experience. Take a look at these 5 common advertising mistakes to make sure your ads are good enough to make sales.

Mistake #1: Having too many goals

Each ad you put in a mailbox or on a webpage should have only one goal. Are you trying to introduce your brand for the first time? Want to entice your viewer into your store or onto your website? Or are you simply reminding your audience that you exist?

Having one goal can help steer how you make your ad while stuffing in too many objectives can confuse the reader so much that they move onto the next ad and ignore yours altogether.

Too many goals get lost in the noise. This ad has two calls-to-action plus coupon offers.

This ad has one simple goal that you can’t miss.

Keep your goal as simple as possible. Try one of these objectives:

  • I want them to fill out a form
  • I want them to know my company exists
  • I want them to call my number
  • I want them to change their mind
  • I want them to make a purchase
  • I want them to avoid a competitor
  • I want them to know where my store is
  • I want them to ask for a quote

 

Mistake #2: Using random colors, fonts and voices

Think of your ad as if you’re calling your customer on the phone or showing up at their door—they should be able to recognize you within a few seconds.

Using your branded colors, fonts, voice and marketing styles will make you identifiable (and can make your company appear strong and grounded).

Zerorez uses its branded colors and styles for a clean, recognizable look.

If you use randomly chosen colors and typefaces, you run the risk of not only poor design but also not standing out among the thousands of ads people see each month.

Aside from the logo, QuickenLoans uses so little branding that this ad barely stands out.

If you don’t have defined branding, use colors that stand out but don’t over-stimulate, typefaces that are legible for the media (don’t use thin, small lettering on a billboard), and a brand voice that your target audience wants to hear.

Mistake #3: Stuffing in too many elements

Aside from having too many goals, using too many on-page elements within the ad is an easy way to become background noise.

This ad has so much going on, it’s hard to tell who the company is.

Don’t get caught up in the unnecessary details:

  • Too many images
  • The word “phone” before your phone number
  • The word “email” before your email address
  • Design just to fill white space
  • The “www.” before your web address
  • Multiple calls-to-action
  • Social media icons

This ad has a logo, a simple message and attractive art. Even the revere leaves out unnecessary clutter.

Mistake #4: Making your logo too large

You understandably want your logo to be seen, but customers care more about what they can get from you, not necessarily who you are.

Making your logo too large takes away valuable space in other parts of your ad.

It can also attract too much attention—instead of guiding your readers’ eyes to the main purpose of the ad (headline, call-to-action, button), they may spend their few viewing seconds on your logo and move onto the next ad.

There’s little reason for Waste Management’s logo to take up most of the ad.

Well-designed logos are also recognizable even if they are placed smaller in an ad. Unless you’re introducing your brand for the first time, it’s okay to leave your logo readable, but smaller in size.

Irwin’s logo stands out even at 2% the size of the ad.

Mistake #5: Not knowing your audience

Having a defined target audience will make all other aspects of an ad fall into place. Certain demographics view more billboards. Some are more enticed by bright, flashy colors. Others prefer to read several paragraphs of copy.

If you haven’t yet, figure out exactly who your target audience is and use their habits and interests while marketing to them. This can be done via market research, checking out your Google analytics or creating a profile of the majority of your current customers.

Google Analytics gives you an in-depth look at your audience.

About Us

CG Marketing Group is a talented team of creatives and strategists who can make your business awesome. We like to have fun, but we’re very serious about digital marketing.

To sum us up in a single word — Scrappy. We’re always eager to branch out and apply new tactics to create successful campaigns. Our crew works hard to bring value, get results, and keep our clients happy.

See How You Can Improve Your Marketing

Is Pay Per Click Advertising Worth My Time And Money?

That’s a tough question. I don’t really know you, but if I was a bettin’ man (or woman, or neither…I generally identify as “website”), I’d wager that you’re in charge of a small business. But if you’re making decisions for a large business, this blog is for you, too!

Small company, large company, whatever. You’re busy as hell and need to know if pay per click (PPC) advertising is worth your time and money.

Salesperson Answer: Yes, it’s worth your time and money and it’ll give you a bajillion leads instantly. GIVE IN TO YOUR FOMO NOW!!

Honest Answer: It can be worth your time and money, but it depends on multiple factors and results vary.

You don’t have to be a big company to have success with PPC. We’ve had clients with budgets smaller than $500 per month and they still got conversions.

Yes, really. In 2018, a client asked us to run campaigns during their busy season (about 3 months total). The catch was that their monthly budget only allowed us to spend $3.20 per day.

If you clicked on a blog with this title, there’s a chance you might not be familiar with daily PPC budgets. I’ll put it this way: Most of the time, $3.20 per day will get you jack sh*t for results.

Google’s recommended bid prices often exceed $3 per keyword click depending on the industry, so having a daily budget lower than the average cost per click can be a pain.

But hey, we don’t get paid to make excuses. So, we created a strategy to bid around $0.50 per keyword regardless of the recommended bid prices. The quality scores, ad relevance, and landing page took care of the rest.

Here are the key learnings (Gross. I literally shudder when I hear that expression…let’s try that again). Here’s what happened:

  • This campaign brought in 76 conversions for less than a dollar per click.
  • The conversion rate was over 12% (average across all industries is 3.75%)
  • The total amount spent was about $141 per month. Not bad, right?

Now, I’d be a fool to promise you that your company can have these exact same results. Some big reasons for this company’s PPC success are:

  • A fun and transparent brand voice. No corporate jargon or vague copy.
  • A clear, simple service offer.
  • An easy user experience with a clear path pointed to the desired end goal. Simple overview –> Straight-forward call-to-action –> Form with a clear result.

All of these things made it possible to spend very little and still get results. The ads weren’t #1 in every search, but the ad copy and landing page content drew people in and got conversions.

Pay Per Click, Cost Per Click, Search Engine Marketing, {Insert the latest keyword}. Whatever you wanna call it, paid advertising is a good way to get results. But you need to manage your expectations and carefully plan your campaigns.

About Us

CG Marketing Group is a talented team of creatives and strategists who can make your business awesome. We like to have fun, but we’re very serious about digital marketing.

To sum us up in a single word — Scrappy. We’re always eager to branch out and apply new tactics to create successful campaigns. Our crew works hard to bring value, get results, and keep our clients happy.

Learn About Our Digital Marketing Services


How Businesses Use Google For Growth

Google is one of the biggest tech companies in the world, but few business owners know just how many easy and free tools Google has to promote your company.

Here’s a list of some Google tools you can start using today to help more customers find your business. (Believe us, we use all of these every day!)

SEO

Have a website? Then you can do SEO. Search engine optimization (SEO) is the act of tweaking your website to make it rank better in Google. If you have access to edit your website, then you can adjust things like your text and images so that when a user searches for “dentists in Richfield” in Google, your dentistry website shows up.

When ranking websites, Google looks for things like:

  • Keywords
  • Alt text on images
  • Website speed
  • Security
  • Internal and external links

You can even edit the preview listing to better explain what your website is about.

Google AdWords

You know those ads at the top of some Google searches? You can pay to put your website link there, and for relatively cheap. In fact, you can control everything about that ad, like what it says and how much you want to spend (you can set a limit at $10 if you want).

You can even control when it should be shown. For example, if you have a webpage for upscale shoe repair in Oakdale, you can tell Google to show the ad only when someone searches for “skilled shoemaker in Minnesota” instead of “how to repair a torn sneaker.”

Google My Business

On Google, you can have a profile page for your business, much like a Facebook or LinkedIn profile. This is called Google My Business. In this profile, which is free to set up, you can list your name and description, add photos, adjust where you are on Google Maps, and even post updates or events.

Google Analytics

Want to see how many people visit your website? How about how many of them are men versus women or how many use an iPhone 6S?

Google Analytics (another free tool) has a massive amount of info about your website visitors and without being invasive—the info doesn’t include names, emails or addresses, so you can’t tell who specifically is viewing your website.

Google Analytics is a great tool for a few reasons. It helps you see metrics like:

  • which pages are visited most often
  • what time of day most people are on your website
  • how many users are new versus how many have visited before

With this data, you do things like add a “Buy Now” button to the top performing pages, or change the content on the worst performing pages to make users want to read more.

Checking the Competition

There’s never been more publicly available info on businesses than now. If you want to see what Joe’s Pizza down the street is offering compared to your own John’s Dough, check them out on Google.

Take a look at their website quality, their menu prices or how often they show up when you type in “pizza near me.”

More Tools and More Help

This is just a snapshot of some of the best tools Google has for business owners. Here’s a big list of more tools that you can use.

About Us

CG Marketing Group is a talented team of creatives and strategists who can make your business awesome. We like to have fun, but we’re very serious about digital marketing.

To sum us up in a single word — Scrappy. We’re always eager to branch out and apply new tactics to create successful campaigns. Our crew works hard to bring value, get results, and keep our clients happy.

Changes in Marketing You May Have Missed This Year [2017]

As always, marketing trends can change faster than you can say demographic. Luckily, as always, we’re here to help you stay up-to-date on marketing trends that could affect how you do business. Here are some notable changes in marketing that happened this year.

How Customers See Google Ads

Ads in Google’s search results pages have gone through quite the visual transformation since they first rolled out in 2000. This year, Google ads are now identified with a small, green-outlined box, a change from the small, solid green box from last year. Before then, ads were tagged with a more noticeable yellow box, and fully colored ads prior to that.

This move shows Google is making ads appear more like normal search results, which is beneficial for businesses since customers who normally avoid ads may instead find themselves on your website.

USPS’s Grab at Digital Marketing

Even in a digital world, direct mail has managed to find a way to survive. In fact, 92% of shoppers have said they prefer direct mail for making purchasing decisions in 2016.

To stay even more relevant, the USPS officially introduced their Informed Delivery program this year. This free program lets residents get an emailed, black-and-white preview of their mail before its delivered, allowing them to better track important mail pieces whether they’re across town or across the world.

Businesses who send mail can swap out the gray-toned preview for a full-color, digital image with a link to a website, all at no cost (for now). This allows customers to be able to immediately engage with one click.

New Facebook Mid-Roll Ads

Facebook loves helping businesses advertise. As of April 2017, over 5 million businesses advertise on Facebook every month, which isn’t hard to believe seeing how easy it is to make an ad on the platform

While most ads are placed within a user’s newsfeed, Facebook is now offering a new way for businesses to advertise with video: mid-roll ads.

Think of it as a commercial break in the digital age. While a viewer is watching a video on Facebook, advertisers can insert a short video ad (of 15 seconds or less), an ad process that is designed to be non-intrusive as possible.

Twitter Doubles Content Length

This year, Twitter upped the number of characters a user can fit into one tweet. Straying from their almost iconic 140-character limit that they’ve had since the first tweet in 2009, Twitter doubled the character count to 280.

This means you can fit more of your message into a single tweet. But be careful: short, simple messages can be more effective as customers often tune out long chunks of text.

Increase in Magazine Readers

Like direct mail, print has yet to kick the bucket. This year, the number of magazine readers has increased again, and has been increasing since at least 2012. This would be a good time to test some print ads in a medium often pushed to the side in the digital age.

Still Growing in 2017 and Beyond

Minimalist Website Design. Businesses are going for less clutter and busy patterns, and more clear, crisp websites.

Less-Corporate Social Media. Users across the web tend to respond better to businesses that act like humans instead of stiff and robotic on social media sites.

Website Exit Popups. More sites are moving away from intrusive popup ads and toward exit popups, which only show a message when the user’s mouse leaves the window. These exit popups can give the same opportunity without being disruptive.

About Us

CG Marketing Group is a talented team of creatives and strategists who can make your business awesome. We like to have fun, but we’re very serious about digital marketing.

To sum us up in a single word — Scrappy. We’re always eager to branch out and apply new tactics to create successful campaigns. Our crew works hard to bring value, get results, and keep our clients happy.

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