About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com.

About CMC Rescue, Inc.

For over 40 years, CMC has been developing innovative tools, education and training used by professionals in the fire service, Urban Search and Rescue (USAR), wilderness rescue, rigging, tactical and work-at-height industries. Today, the CMC brand is synonymous with technical rescue and rope access expertise around the world. As co-founders of the Society of Professional Rope Access Technicians (SPRAT), the International Technical Rescue Symposium (ITRS), and International Technical Rescue Association (ITRA), CMC remains committed to innovating across all work-at-height industries. An employee-owned company, CMC is an ISO-9001 certified manufacturing facility. For more information, visit www.cmcpro.com.

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A Broad Match Modifier is a variation on the traditional Broad Match for your keyword matching options. They can drive an improved reach and ROI. We’ll illustrate in a case study for a community bank client later in this blog. First, some basics on how the Broad Match Modifier works.

The Broad Match Modifier as Your Ultimate Reach: How it Works

When setting up your keyword match types, Broad Match gives you the most reach and variability in the searches your ad can appear on. In addition, the keyword’s cost-per-click (CPC) tends to be lower than using phrase or exact match. For example, if you have set up the keyword “men’s shoes” as a broad match, your ad can appear whenever Google Ads thinks it’s relevant. The ad could be triggered by searches like “shoes for men,” “men’s tennis shoes,” “dress shoes for men” or “loafers for guys.” It can appear on any synonym, plural or variation Google Ads thinks is appropriate.

This results in a wide reach to a lot of different searchers. However, often times the reach is too wide and you are getting clicks (each one costing you money) from searchers who are not looking for your particular product. You are selling dress shoes and your ad is appearing in searches for tennis shoes.

Phrase and Exact Match will focus your ads to appear in front of a much more limited set of searchers. Often times, they narrow the search down too much. The result is you don’t achieve the necessary impression volume you need to reach your marketing goals. What you need is a better balance of reaching a larger audience and yet focusing in on your product – and the Broad Match Modifier affords you exactly this balance.

What is Broad Match Modifier and how does it differ from straight Broad Match?

Broad Match Modifier will allow you to maintain a larger reach for different searches, while giving you some ability to focus the searches that your ad appears upon.

When Broad Match Modifier is used, a “+” is placed in front of a keyword, telling Google Ads to include that word “as is” in the search. Then the keyword can appear in any order in the actual search query, but the modified word or a close variation (plurals, stems, etc.) must be included.

For example:

The keyphrase “+women’s hats” could trigger an ad to appear when the searcher types in “women’s caps,” “white hats for women” or “women’s red caps.” It would not appear on “girl’s hats” because the modifier keyword “women’s” (or a close variation) was not included in the search.

In addition, you can use Broad Match Modifier to modify multiple words in your larger keyphrase you are bidding on:

The keyphrase “+women’s +hats” will trigger your ad when the searchers enter “women’s hats,” “hats for women,” “women’s blue hats” or “lacy women’s hats.” Your ad would not be triggered without both “women’s” and “hats” included in the search. Remember that the order of the words does not matter. This allows for a broader reach than phrase match where the order is maintained.

Case Study: Broad Match Modifier for a Community Bank’s Google Ads Campaigns

One of our clients, a community bank, wished to target real estate investors searching for multi-family properties. After developing an initial keyword list with a split of 30% broad match, 30% phrase match and 40% exact match, the campaign was launched. We targeted three medium size cities and six counties.

After one week’s worth of traffic, we analyzed the results, both from a conversion-to-lead basis and from a search query basis. The phrase and exact match traffic was very low. The traffic we did see performed well but at too low volume to meet the client’s goals.

Broad match generated plenty of traffic volume but a very low conversion rate. When we reviewed the search queries (Search Terms Report) that were driving the clicks, we saw a lot of consumer-based traffic. Terms being bid upon, such as “apartment building loan,” were triggering the client’s ads for terms such as “loans for apartment” and “loans to buy an apartment.” Traffic from these searches would land on the site and exit after it became apparent the bank was offering loans to purchase apartment buildings, not just one apartment. The Broad Match traffic was converting to a lead at less than a 0.5% rate.

Modifying the Broad Match List

We worked with the client to modify the Broad Match list into a more focused Broad Match Modifier list. Some of the terms were updated to Broad Match Modifier, for example:

“apartment building loan” became “+apartment+building+loan.” This had our client showing up for more relevant searches, such as “loans for apartment buildings” and “loans to buy apartment building.”

Results: CTR went from 1.85% to 3.99% in the first week. Conversion rates jumped from 1.78% to 5.10%.

“financing rental units” became “financing+rental+units.” The client’s ads began showing for searches on “best rates for financing rental units” and “banks who finance rental units purchase,” among others.

Results: CTR went from 2.57% to 3.77% in the first week. Conversion rates jumped from 0.78% to 4.22%.

A Winning Campaign

Over the course of two weeks across the entire campaign, we saw the traffic from the Broad Match list (now a Broad Match Modifier list) improve its conversion-to-lead rate to 4.1% while still maintaining a strong volume. The search queries driving the clicks were much more relevant to the ideal customer profile we had developed at the start of the engagement.

We were also able to add to our Phrase and Exact Match list based on analyzing the post-change search queries. We found a series of phrases that were not originally identified and added them to the appropriate ad groups.

Broad Match Modifier allowed our client to run ads in a limited geographic area with a more specific set of targeting options that resulted in improved conversion rates.

By John Thyfault, Vice President of Search Engine and Social Media Marketing, Beasley Direct and Online Marketing, Inc.

Read more digital marketing case studies in Resources.

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The DMAnc and Online Marketing Institute (OMI) are offering Live Online Certification webinars on PPC (Pay-per-Click) Advertising this coming October. The two online PPC courses offered on Fridays, 10:00 AM to 12:00 PM, Pacific Standard Time (PST) are:

October 20th

Pay-per-Click Advertising Fundamentals: How to Get Started

As more and more companies are joining the competitive PPC marketplace, understanding how to use various aspects of the different search engines to differentiate your products is key. Google, Bing and other PPC providers are continually adding new features and options for pay-per-click advertising. Further, this two-hour session will give you a solid foundation on the latest changes and opportunities. Learn more.

October 27th

Advanced Pay-per-Click Advertising: Using Sophisticated Tactics and Tools

Google and the other search engines are offering much more sophisticated ways to target likely prospects and also re-target them after visiting your landing page. This session will help you develop more advanced online PPC campaign structures, mobile targeting and re-marketing. Learn more.

About the DMAnc (DMAnc.org)

The DMAnc was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area.

Additionally, we hold monthly luncheon meetings, workshops, periodic half-day seminars, and provide opportunity for the best in learning and job networking in the Northern California marketing community.

For more information on our online PPC webinars, Contact:

Laurie Beasley
Chair, DMAnc
408-782-0046 x21
lbeasley@beasleydirect.com

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Beasley Direct and Online Marketing, Inc. a full service direct and online marketing agency, has been appointed as the search engine marketing agency for Alacriti, a fintech payments technology company. The initial work will focus on setting up a pay-per-click campaign (PPC) to generate new leads and validate which keywords are performing best. Beasley Direct and Online Marketing will then optimize the website by: removing technical obstacles from being indexed by the search engines, conducting keyword and key phrase research, writing new optimized web content, writing new meta descriptions and titles, and inbound link building.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc. is known for bringing the latest marketing strategies to online and direct marketing. Our agency provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc. helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com.

About Alacriti

Alacriti provides fintech payments technology solutions to companies in the financial services, healthcare, insurance and utility industries. Alacriti offers payment processing solutions and provides software, services and outsourcing of the technology for their clients. Alacriti has a successful track record in delivering several technology solutions for some of the world’s largest financial services organizations.

Press contacts:

Laurie Beasley, President, Beasley Direct and Online Marketing,Inc.
lbeasley@beasleydirect.com

Ruhsora Magruf, Marketing Manager, Alacriti
ruhsora.magruf@alacriti.com

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Beasley Direct and Online Marketing, Inc., a full service direct and online marketing agency, has been appointed as the search engine marketing consulting agency for First Northern Bank, an independent community bank serving Solano, Yolo, Sacramento, Placer and Contra Costa counties in Northern California. The initial work will focus on setting up a pay-per-click campaign (PPC) to generate new mortgage and small business loan applications, and creating new landing pages. Follow on work will include creating re-targeting and display ad campaigns.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com.

About First Northern Bank

First Northern Bank is an independent community bank that specializes in relationship banking. The Bank, headquartered in Solano County since 1910, serves Solano, Yolo, Sacramento, Placer, and Contra Costa County, as well as the west slope of El Dorado County. Experts are available in small-business, commercial, real estate and agribusiness lending, as well as mortgage loans. The Bank is an SBA Preferred Lender. Non-FDIC insured Investment and Brokerage Services are available at every branch location, including Dixon, Davis, West Sacramento, Fairfield, Vacaville, Winters, Woodland, Sacramento, Roseville and Auburn. The Bank has a full-service Trust Department in Sacramento and a commercial lending office in Walnut Creek. Real estate mortgage and small-business loan officers are available by appointment in any of the Bank’s 10 branches. First Northern is rated as a Veribanc “Blue Ribbon” Bank for the earnings period ended March 31, 2017 (www.veribanc.com). The Bank can be found on the Web at www.thatsmybank.com, on Facebook and on LinkedIn.

Press contacts:

Laurie Beasley, President, Beasley Direct and Online Marketing, Inc.
lbeasley@beasleydirect.com

Diana LaPoint
Vice President/Marketing Manager
First Northern Bank
2270 Douglas Blvd., Suite #100 | Roseville, CA 95661 | (916) 787-8507

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Pay-Per-Click (PPC) advertising through Google and Bing is one of the strongest direct response mediums available today. Often though, a higher touch and more personal approach via a telephone conversation is needed to complete the sale for higher priced, complex sale products. This is the case for a recent regional mortgage lending client. They saw a much higher historical conversion from telephone lead-to-loan applications than from web form-to-loan applications. Our client wished to take advantage of this and drive more telephone leads via PPC. Driving these calls through PPC is a great way to increase call volume. It can be challenging to attribute the right call to the right campaign or ad group if you are using a third-party call tracking system. Our agency has dealt with call conversion tracking on several occasions. And, have developed a good approach to maximize our client’s return on ad spend for inbound calls.

Situation:

In this particular case, our client used a third-party call tracking package that reported weekly calls results via a spreadsheet. The client was using Google Analytics to track their AdWords. The AdWords call extensions were turned on, however it not was not counting completed calls as conversions. Because of this, there were no bidding rules set up to maximize call volume.

Our Solution:

We were able to provide a much tighter, more integrated attribution model for this client through the following steps:

Step 1

We implemented use of AdWords’ native call tracking. It counted the phone calls as conversions and shared the data with Google Analytics. AdWords offers a few different options for call tracking. The most powerful one involves using AdWords’ forwarding numbers for each call. It captures the broadest amount of data from the call. It will give you the time, date, area code and length for each call. Be sure to set a minimum length of the call before it can be counted as a true conversion. In this case, we selected 90 seconds based on call history supplied by the client.

Step 2

At this point, the client did have that call effectiveness tied to each campaign, ad group, ad and keyword. A decision had to be made if we were going to use AdWords’ automated bid strategies. Strategies included, “Enhanced CPC”, or “Target ROAS”, or if a third-party tool was going to brought in for a more robust solution. Marin Software Pro Edition was selected as the bid management tool at this point. Marin offers a great combination of bidding rules and tracking. Marin can import conversion data from Google Analytics seamlessly and allowed for the best results for the client.

Step 3

As the call conversion data was imported, the client was able to improve the call conversion rate by 15%, drop the cost per call lead by 20% and optimize campaigns to meet the monthly lead volume goals.

Step 4

The next step was to look at the final results of which calls were most likely to move from a lead to a loan application. Optimizing the campaigns for this aspect required a more manual analysis of the existing call tracking software reporting for conversion to a loan application, and comparing the date/time info with the AdWords results on a call-by-call basis. This led to an improved understanding of which ad copy and keyword combination drove the best quality phone calls. Over time, trends were identified that showed areas where the client could split campaigns into call only and onsite form only campaigns for more effectiveness.

Call Conversion Tracking: The Value of a Deep Review

By going through a deep review of the client’s offer, their customer profile and historical performance, we could blend diverse data streams and deliver improved performance to the bottom line. A little creativity and willingness to look for solutions across different tracking platforms such as AdWords native, Google Analytics and Marin Software allowed for an understanding of the full picture and achieving the best performance for the client’s ad dollars.

Download the Case Study on call conversion tracking.

By John Thyfault, Vice President of Search Engine and Social Media Marketing, Beasley Direct and Online Marketing, Inc.

John Thyfault

The post Call Conversion Tracking: Connecting Offline Telephone Leads to Pay-Per-Click Leads Traffic. appeared first on Beasley Direct and Online Marketing.

What the Data says about Expanded Text Ads for Google AdWords

On May 24, 2016 Google announced that the AdWords interface would start accepting a new, expanded format text ad as of July. This was a profound change to the ad format that AdWords has been using for over 10 years. Many advertisers were understandably excited by the announcement and expected great improvements in performance from the longer format ads.

We’ve had 60 days of data to look at since the launch of the Expanded Text Ads (ETAs) on July 26, and now we will look to answer the question, “Is Bigger Necessarily Better?”

What’s Different in the Ad Format?

Before we dig into the data, let’s talk about what is different in the new ETA format.

• The headline field has jumped from one headline of 25 characters to two headlines of 30 characters each.
• The description field has combined the previous two separate description lines of 35 characters each into one field of 80 characters in total.
• The display URL now auto populates with the domain of the destination URL and adds two separate field paths of 15 characters each. This is a shift from having to enter both the domain and additional text into one field of 35 characters.

Headline Field

The longer headline field allows the advertiser to create stronger, benefit rich headlines that can do a better job of enticing potential customers to click. The advertiser can now include a strong benefit statement and a call to action in the headline instead of having to choose between the two. This was the first area that Beasley Direct and Online Marketing looked at when we were updating our client’s ads. It remains the key field that we are running split tests on. Google has stated the testing of the new headlines is a best practice to take advantage of the new format.

Description Field

The combined 80-character description field is a welcome update. No longer does the advertiser need to worry about words and phrases being too long to fit on one 35-character line. The number of times that we’ve had to make a second choice in language because of the two-line split is countless and this change will allow more natural, flowing text that can communicate the benefits of our client’s products to their potential customers.

Display URL Format

The new display URL format takes a bit of getting used to. The splitting of the text following the domain into two separate “paths”. We’ve found that while there is still the opportunity for the addition of calls to action and benefits into this section, the “/”’s that separate the two fields breaks up the flow of the text enough that it is better to approach it as two separate items instead of one combined as existed in the previous standard ads.

Digging in to the Data

What we’ve seen with our clients’ expanded text ads, and what we expect in the next few months:

• We saw an initial spike in CTR when we rolled out our first advertiser ads in late July and early August. Some advertisers saw an increase in performance of up to 52%. This has fallen off somewhat as other advertisers are catching up with updating their ads. We have seen a slightly higher increase in conversion percentage as well, reflecting the new format’s ability to better qualify the potential customer with more info before the click. We expect to see a net gain over time in CTR and conversion rates based on the expanded amount of text in the ads but not at the high levels seen initially.

• We’ve learned some lessons on sharing too much of the client’s story in the ad and thus lessening the CTR because the potential customer doesn’t feel the need to learn more by clicking. This trap of oversharing is not unique to the new format, just a little easier to fall prey to. We saw a decrease in one branded campaign of 5% in CTR due to too much of the offer/story being told in the ad. We addressed this and are now back to a net increase in CTR with the new ETAs.

• Having the expanded 2-line headline gives the advertiser a great opportunity to tease with more intriguing copy and details. We’ve seen an overall increase in the quality of the traffic from ETAs, as measured by conversion rates. To date, this increase as been fairly consistent, regardless of the advertiser being BtoB or BtoC.

Are Bigger Text Ads Better?

So, are bigger text ads better? So far, yes but they are not a silver bullet. Advertisers still need to work the process, testing message assumptions with a steady stream of split tests for all the new, updated elements of the ads. (Remember to keep the tests distinct and separate as you go through the process.)

Good luck and good profits!

About the Author

John Thyfault

This post was authored by John Thyfault, Vice President of Search & Social Strategy, Beasley Direct & Online Marketing.

(Contact John at jthyfault@beasleydirect.com.)

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MORGAN HILL, CA

News Facts:

Beasley Direct and Online Marketing, Inc. (www.BeasleyDirect.com) of Northern California has been appointed by Libratone US as their online SEM agency in the San Jose area. The initial work will focus on managing pay-per-click advertising, display advertising, and re-marketing. Beasley Direct and Online Marketing will be writing ad copy, designing display ads, ad bid management and reporting.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc. (www.BeasleyDirect.com) is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc. helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California.

For more information, go to www.BeasleyDirect.com or call Laurie Beasley, President, at 408-782-0046 x21 or email lbeasley@beasleydirect.com.

About Libratone

Libratone (www.Libratone.com) is on a mission to liberate sound and to expand peoples’ experiences with music in the era of streaming. Founded in 2009, Libratone is one of the first audio companies to consider the aesthetics of speakers – to move them out of the corner of the room and into the center and onward, for the consumer on the move. Designed in the Scandinavian tradition, Libratone creates high performing sound refined through plush fabrics for a warmer, brighter listening experience. In 2014, the company welcomed Chinese investment and technological insight, enabling an unprecedented technological leap forward. The 2015 launch of SoundSpaces and the new ZIPP family is the first launch under the new ownership and marks a refresh of the Libratone brand. www.Libratone.com

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Many people view search engine optimization (SEO) as existing in a vacuum, unaffected by what happens via other channels. But tweaking SEO without gathering input from other marketing channels is sort of like treating one body part in isolation from the rest of the body. It’s all part of a continuum, which means you can derive actionable SEO data from other marketing initiatives, such as using PPC testing.

As an SEO manager you have a great opportunity to determine what kind of language and keywords potential customers are using to search for your category of products or services. You can also determine which keywords translate more effectively to your website by using PPC testing without setting up new content on your site and waiting for Google to crawl it. You can use low-cost pay-per-click (PPC) campaigns to better understand your customer, and what language works most effectively to get site visitors to convert once they get to your site.

For example, let’s suppose I sell motorcycle accessories online. I have a list of keywords that all seem pretty good:

• Motorcycle helmet
• Men’s motorcycle helmet
• Womens’ motorcycle helmet
• Ladies motorcycle helmet

…and so forth. They are all fairly similar, so how can I tell which phrase my audience will use most frequently? PPC can test large sets of keywords in an organized and systematic way—in near-real-time. Using something like Google AdWords, I can set up test campaigns for a very small investment to run for two or three weeks. Each campaign uses a different set of keywords. Then, using Google Analytics or something similar, I can see which PPC ads enjoyed the highest click-through rate and drove the most traffic to my site. I can also see which ones successfully converted the most customers. This can be done much more quickly than waiting for Google to crawl my site and rank it.

In addition, I can take a look at the Keywords Detail Report within AdWords and understand the nature of actual searches driving the click-throughs, versus just the keywords I happened to be using. For example, if I am bidding on the phrase “women’s motorcycle boots,” I could go into Google AdWords and see that perhaps the phrase most people used was “red motorcycle boots.” (That would also give me useful information about customer needs.)

AdWords can also be used to drive inbound traffic to different landing pages to determine which page will be the most effective in gaining conversion. This allows me to shorten my keyword and content development timeline.

Last but not least, this data can tell you a great deal about the value of different searches from a competitive standpoint. By looking at the cost per click for the different terms you want to use, you can see which keywords and phrases are the most valuable, as the cost is determined by how highly they are valued by the marketplace (your competition). The higher the cost per click, the more value that click will have when a prospect gets to your website, based on the fact that your competition won’t spend money for clicks they can’t convert.

So don’t “silo” your SEO efforts. PPC testing is a quick, easy way to obtain valuable data to boost SEO effectiveness.

* * * *

John Thyfault, VP Search and Social Marketing, Beasley Direct Marketing

This post was authored by John Thyfault, Vice President of Search & Social Strategy, of Beasley Direct Marketing. Contact John at jthyfault@beasleydirect.com.

John has more than 18 years of marketing, sales and product development experience, and he brings a proven track record of successful campaign, program and product development expertise. His knowledge of search engine optimization and marketing, combined with an in-depth understanding of customer identification, market analysis and segmentation, allows him to deliver high returns on our client’s marketing investment for both business-to-consumer and business-to-business markets.

Prior to working with Beasley Direct, John was Senior Client Services Project Director at ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge he successfully led major client sponsorships for Fortune 100 companies in healthcare (Tylenol), financial services (American Century), technology (Intel & IBM) and consumer products areas (Revlon & Viactive). He was responsible for strategic and tactical goal setting, project management, new product creation and web site production. John previously worked in Channel Marketing and National Account Sales for IDG Books Worldwide, the publishers of the immensely popular “…For Dummies” book series. Additionally, he managed the wholesale distributor sales channel for Tor/Forge Books, an imprint of St. Martin’s Press.

John is active in local marketing associations, including the Direct Marketing Association, the Business Marketing Association and is currently serving on the board of directors for the Silicon Valley American Marketing Association.

John has taught search engine marketing fundamentals extensively. He has led workshops for the Silicon Valley American Marketing Association, Northern California Direct Marketing Association (DMAnc.org) and the Business Marketing Association. He also teaches Search Engine Marketing at UCSC Extension (Silicon Valley).

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