If you’re like many of our existing clients, you’ve probably experimented with Google Display campaigns in the past but haven’t found much success for the metrics that matter most – particularly if those metrics are conversion-focused. Google Display has never been a fantastic performer for direct conversions and many people who’ve tested it in the past, who are looking for more than just increased traffic and impressions, have found that display media dollars are better spent elsewhere on managed platforms like Criteo, SteelHouse, MediaMath and more. The problem with Google Display has always been that outside of Display Remarketing campaigns, it’s essentially an upper-funnel tactic. However, over the last couple of years, Google has added tons of new targeting options to help advertisers reach further down the buying cycle, particularly with the introduction of In-Market audiences and being able to layer on and combine custom segments and more audience data. Google’s Smart Display campaigns are meant to save advertisers time and drive better performance by leveraging automated targeting, bidding and creative.
In late April 2020, an interesting change rolled out across Google: The search giant opened their Shopping results page to show more unpaid, organic listings in the US. As opposed to the paid and coveted spots, where Shopping advertisers often compete, the Shopping tab now consists primarily of free product listings. This change does not affect the Google search results page and the change has only occurred on the Google Shopping page, with plans to roll out globally in the coming weeks. Paid Shopping ads will still appear at the top and bottom of the Google Shopping tab and experiments will continue with Showcase Shopping ads and other layout experiments often tested by Google.
If you’re a new Eboost client, or you’ve recently switched digital marketing agencies, your new team will likely recommend a restructure of your Google Ads (or Microsoft Advertising) account. There are numerous reasons to restructure an account, some of which we’ve outlined below, but more important than the reason for the restructure is making sure that our clients have accurate expectations of what they can expect post-restructure.
Do you have an organic Instagram or Facebook Page post that is generating a lot of engagement and features a strong call-to-action for your product or service? If the answer to our question is an emphatic “YES!” then we strongly recommend amplifying the existing post by turning it into an ad. Within Facebook and Instagram, you will have the option to “Boost” these organic posts to facilitate higher visibility, but with a boost, you’re a little limited in regards to the parameters that you can set. Instead, the best way to deliver this organic post to a wide variety of targeted people is by pulling it in as an ad.
What makes a great marketing agency? Is it the same thing that makes a great agency-client partnership? If you’re searching for a digital marketing agency to help support your brand or business’s marketing efforts, then you likely have a lot of questions. Can we be frank? If you’re reading this now, you might be looking for an easy guide, like a list of questions or simple formula to determine if your potential agency partnership will be productive. We hate to be the bearer of bad news, but if there is no cut and dry set of criteria for evaluating a digital marketing agency. The best way to evaluate an agency is to follow our guide below.
If you’re a business or marketing professional advertising on Google Ads, you’ve probably been getting a lot of questions around how Google Ads is handling the pandemic and what you can expect from the search giant. With new alerts popping up every day for Google Ads advertisers, here is a summary of what we know so far.
These days, nearly everyone in the workforce is used to wearing many hats – and being able to do so is often a selling point on resumes and in interviews. If this describes you in your career, chances are you’ve been asked to do something outside of your typical job responsibility, and for many people that includes taking on some marketing efforts. Sometimes companies choose to run marketing efforts in-house as a conscious decision; oftentimes in a race to remain competitive with other companies, it’s not. Many companies soon wonder, “How did we get here?”, “How did we spend so much budget on these initiatives?” and more importantly, “Are they working?” For the person thrown into overseeing or navigating the digital advertising landscape, they often think, “Is this my job now?”, “Am I qualified for this?”, “Do I really know what I am doing?”