Google’s Responsive Search Ads Deliver More Relevant Marketing Messages

What are Responsive Search Ads?

Responsive Search Ads (RSAs) are Google’s newest ad product that uses machine learning to adapt the ad to the user’s search query and ultimate goal. RSAs mix and match up to 15 different headlines and 4 descriptions and can be arranged in any number of 43,680 different possible ad scenarios. Google’s new RSAs are still currently in beta and will soon be available to all Google advertisers.

Responsive Search Ad breakdown:

  • Use 15 different headlines. 30 characters maximum per headline. Google recommends at least 5.
  • Use 4 different descriptions. 90 characters maximum per description. Google recommends at least 2.
  • Keywords should be in at least two of your headlines; however, three headlines should be free of keywords.
  • Try different headline lengths. You don’t always need to maximize the character count.
  • Headline and descriptions can be shown in any order, so make sure that they make sense individually and in combination.
  • While in beta, RSAs can only show in ad groups that already have active text ads.
  • One responsive search ad per ad group is recommended.

Benefits:

  • Up to 3 headlines and 2 descriptions can show at one time.
  • Reach more potential customers by getting the right ad in front of the right audience.
  • Googles’ responsive search ads help advertisers save money by reducing the time needed to manage different ad variations.
  • A/B testing is not needed for this type of ad, as testing is automated. This means you no longer have to create a group of different ads to test, track performance, and choose the best performing ads.
  • Advertisers are able to view previews of different combinations when building the ad out so there should be no surprises.

Tips:

  • If you have text that has to appear in every ad there is an option to pin headlines and descriptions to a set position; however, you have to pin more than one in that position or that will be the only copy allowed to show in that spot. Also keep in mind headline 3 and description 2 won’t always show, so pinned messages in those spots won’t always be part of your responsive search ads.
  • This functionality is still in beta so make sure to regularly monitor the performance of your ads per Google.
  • Duplicating headlines or descriptions will restrict the system’s ability to generate combinations.
  • RSAs are eligible to show on mobile screens; however, the number of headlines and descriptions that are shown will depend on the user’s screen size.

 

To sum it all up, Google will show the most relevant combinations based on the searcher’s intent, and over time will learn the best combinations. Since there are multiple combinations of ads, this helps your ads compete in more auctions and increases your overall ad group performance.

At The frank Agency, we believe that the combination of Responsive Search Ads and our top-notch PPC agency team working together will take PPC advertising to a whole new level.

 

How the Content Marketing Landscape is Changing

Content marketing has been a buzzword for quite a while now. So long, in fact, that now marketers are starting to get antsy, looking for the next big thing. Which way will the pendulum swing?? What’s trending for 2019? After all, if we’re not on the cutting edge, we’re going to be left behind!

But hold up there, partner. Not so fast. No need to panic.

There’s still plenty of room left for content marketing to grow. And in fact, when used correctly and consistently, it’s just as effective as ever. But don’t take our word for it – check out the stats that back it up:

The numbers add up – and what they tell us is that not only do people still engage with internet content, but businesses are finding the results of their content strategies to be significant.

But the question remains: what on earth is next?

After all, even the most effective strategies will stagnate over time. So now that we know content marketing is still valuable, perhaps the question we should be asking is, how do we keep it fresh, engaging, and compelling?

The answer, quite simply, is to think beyond the blog.

Exploring the Realm of Video

We’ve reached a new era, people. Millennials currently make up the largest chunk of the workforce, and Gen Z is hot on their heels. These are two incredibly tech-savvy generations, and they rely heavily on internet content to direct their purchase decisions. But what’s more, the way these generations consume content is unique.

Because of the rapid advances in technology, these generations and even society at large have become more geared toward digesting information that is visually and auditorily stimulating. Only 20% of people will read text on a web page – but a whopping 80% will watch a video. This statistic shows exactly where consumer preferences lie when it comes to assimilating content. And it definitely checks out – because whenever we were given the choice in grade school to read a textbook or watch a movie, didn’t we always choose the video?

Thus, for 2019 you may not need to overhaul your entire content strategy to see more results. Instead, think about expanding your content formats to reach that vast audience that would much rather invest their time in a one-minute product video rather than forge through a 1000-word blog post.

A Formula for Video Success

Now, before you start uploading random pigeon videos from your phone (despite how hilarious they may be), remember that all content marketing requires strategy. Approach it with a plan, and distinct goals in mind. Otherwise, you’re just sending videos out into the ether with no way to gauge their effectiveness.

Start with the basics. Ask yourself questions like:

  • What goals am I trying to achieve? Am I trying to generate new leads, or convert current ones? Or a combination?
  • Where am I going to publish my video content? Will it be across social media platforms, or will it be exclusive to my website? Will it be gated or open-access?
  • What types of content do I want to feature? Examples could include interviews, industry news, behind-the-scenes footage, product features, and highlights, etc. The possibilities are endless, so get your top creative minds thinking of ideas!
  • Who will be creating, editing, and producing my content?
  • How often do I plan to release new video content?
  • What tools will I use to track and monitor my video’s engagement and effectiveness?

These types of questions will get you thinking strategically about video content and help you come up with a hard plan for achieving your objectives. At the end of the day, video content is so much more than just entertainment – it should be working to build brand awareness and revenue!

Don’t Wait to Be Great

The quickest way to ramp up a content marketing strategy is by introducing new, fresh content – and today’s audience has made it clear that they love video. So give the people what they want, and boost your marketing tactics through the power of visual media.

And if you’re not sure where to start, contact the video content marketing experts at The frank Agency. From concept to creation, our team has years of expertise in developing heavy-hitting video content that attracts, engages, and converts – and we can do the same for you.

Connected TV is No Longer a New Frontier

Do you remember the days when everyone gathered around the television to tune into can’t-miss TV?  Those days are gone as more and more people choose to watch TV on their own time using devices that are most convenient to them.

Advertisers also have the added task of trying to reach cord-cutters (those who quit cable) and cord-nevers (those who never had cable).  According to MediaPost, roughly 1/3 of young households no longer have cable; while 34% of connected TV viewers are no longer reachable by traditional TV.  These people have become known as the “unreachables.”

The good news is connected TV use is on the rise.  eMarketer estimates there will be 182.6 million connected TV users in the US this year, up 8.1% from 2017.  This equates to 55% of the population currently using a connected TV and that number is projected to grow to 60% by 2022.  At a household level, eMarketer estimates that there are 88.7 million connected TV households in the US, or 71.6% of all households.  That’s a lot of eyeballs!

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Source: eMarketer

What is Connected TV?

Connected TV is any type of TV screen that can stream digital video TV content to viewers over the internet whether through a built-in Smart TV platform, a dedicated streaming device like Roku, or game console.

By occupying the same space in consumers’ lives and living rooms as traditional TV, these devices – smart TVs, Apple TVs, Roku boxes and even web-enabled gaming consoles like Xbox are providing for more immediate and on-demand content consumption.

Connected TV is attractive to cord-cutters and cord-nevers because it tends to be a low cost with no contracts, there are low equipment costs, and the a la carte channel selection is appealing.

Why use Connected TV?

Connected TV has made TV consumption appointment television no matter the time of day.  Its user-generated, advertising pods are shorter, and ads are typically not skippable.

The other advantage to connected TV is the ability to use advanced data and technology to better understand who viewers are.  Traditional TV buying is based on a simple age/gender combination or contextual targeting based on the programming where the ad is running.  Connected TV gives advertisers the ability to target ad placements based on age, gender, behavior, and location.  This allows for reduced waste by only paying for impressions to your intended audience making the ads more relevant to the consumer.

And unlike traditional broadcast television placements and even digital pre-roll, connected TV provides trackable results including the number of impressions served, video view rates, device and daypart tracking, and network performance.

In Summary

Here at The frank Agency, we are excited about the advancements of connected TV.  As a media agency, we strive to deliver targeted and actionable results for our clients, and connected TV utilizes data-driven advertising that can make TV effective for clients that normally can’t justify a large TV ad budget.

If you want to reduce waste and interact with potential customers in more meaningful ways, contact us today.

How to Pick a PPC Agency

Picking an agency for your pay-per-click (PPC) marketing needs can be a daunting task. You are putting a lot of trust in a team of what is often complete strangers. Count on them to generate the revenue you need to keep your business running smoothly, help you expand into new areas, launch new products or any number of other goals you want to reach.

So how do you pick where you will spend your money and who you will put your trust in? Here are a few tips and suggestions for things you can ask and look for in a PPC agency.

Reach Out to Multiple PPC Agencies

Ask basic questions to get an idea of where they fall in the PPC world. Find out what industries they have experience in. Not having previously worked in your industry should not instantly disqualify anybody, but having more experience can certainly help you reach your goals. Learn about the experience of the team members.

For example, I have been working in the paid search industry for 14 years now. I have worked on campaigns as simple as getting people to sign up for daily horoscope emails to getting people to apply for home loans, full applications filled out and all. I have worked across just about every search engine that can run ads and have run campaigns for search, display, video, social media, email, you name it and I have probably run campaigns through it.  This has all added up to a large pool of knowledge about the many different aspects of digital advertising as a whole.

A new potential client who comes around this pool of knowledge is very valuable in presenting great ideas and different options for what can be done.  With more experience, it’s easier to look at the broader picture and not just focus on one or two basic elements of a digital strategy.

Ask About Pricing Structures

Look for agencies that will charge you only for what you need.  Not every agency prices the same way, so try to find one that prices things in a way that is beneficial for both parties.  A flat monthly fee may be just right and provide all the work, reporting, and results you need or a flat fee might not include everything and adding services a la carte could get pricey very quickly.

Ask About Campaign Management Style

Do they use bid management software?  Any online, real-time reporting solutions or is it all manual? How do they research and setup campaigns?

Every single client and campaign is unique in its own way.  Try to avoid cookie-cutter solutions as those are just not as likely to perform well.  What is good for client A may be awful for client B.  Find an agency that takes a much more individualized approach to your needs.  There just is no one-size-fits-all solution, even with fancy bid management software.

Ask About Tracking and Reporting Your KPI

What steps are taken to reach goals? What is the overall strategy for making sure KPI’s are met?

Again, there is no good solution that will work for everything, make sure there is a good plan up front for reaching goals. After reviewing potential agencies decide what will work best for your specific needs. Don’t get caught up in simply finding the lowest fees, lower fees can cost you more in the long run if the agency is not a good fit and does not have a good plan for your needs. The highest fees also do not guarantee higher performance.

Don’t stress about the fanciest sounding bid management, automation solutions or other buzzwords. Bid management is nice but it does not work on its own, it needs a competent team to set it up and create rules and strategies that actually work and to manage it to specific goals. Nothing will work to its highest potential when a “set it and forget it” approach is taken, and the overuse of bid management tools can lead down that road. It can be tempting to try and let automated solutions do all of the work but it’s often not the best way to go.

In Summary

Pick an agency with people you feel you can trust, like The frank Agency. For a paid search team to truly do its job, you need to trust them and allow them to make decisions throughout the process. You need to trust them enough to hand over the keys to the car and trust they will return with it washed and waxed, better than when they took it over. Without that trust, things get second-guessed. Ideas and strategies don’t get fully or properly implemented or simply take far too long.  It is definitely in an agency’s best interest to do the absolute best work we can for a client, there has to be that trust there that the agency is doing that every day.

What to Ask When Choosing a Web Design Agency

Having options is a good thing, but having too many options can be overwhelming. With hundreds of web design companies across the country, deciding which digital agency is best for your business could have you stressing, but if you understand your position and what you’re ultimate goals are then it should be a stress-free process.

Does an agency do branding, marketing, and print-based design work?

While some agencies try to separate themselves by focusing on one type of design work, others try to excel across the board and leave no avenue unexplored.

You may only be interested in print-based design… for now. But down the road opportunities for branding and marketing may arise and now you’re back to square one of finding another agency to tackle those additional needs. By expanding your mind and getting familiar with all the areas of expertise certain agencies possess, even if some don’t interest you at this particular moment, it can help you see into the future for what options might come to the forefront in years to come.

What content management system (CMS) do they work with?

The agency can get your website off and running, or it can revamp it with a complete makeover. But understanding the content management system being used can ensure the level of functionality stays at an all-time high long after the initial unveiling.

If the CMS is relatively new or unfamiliar, adequate training time will have to be provided to teach employees how to upload their own content. This can be done while the site is being constructed so everybody is up to speed and ready to hit the ground running once launch day arrives.

How is the marketing team structured?

To make sure everyone is on the same page, it’s best to gather information about the marketing team to know exactly who will be working on the design. Some companies may choose to outsource portions of a project to third parties who you know nothing about. Working with an agency that uses a collective, in-house team is more suitable to make sure there are no hiccups or communication issues along the way.

Would you rather have multiple people, across multiple states and time zones, trying to collaborate on your website? Or would a team working together, from inside a single office, better suit your preferences?

What is their Web Design Process?

Familiarity is crucial. While you likely want your layout to be unique and stand-out in the eye of the viewer, having a designer who is familiar with website structure and implementation will be what separates your site from the competition. Their ability to analyze and effectively use data along with other proven methods can take an already above-average design and make it extraordinary.

Do they align with the latest web design tools?

Out with the old and in with the new. Or in our constantly evolving society, out with yesterday and in with tomorrow!

But you still have to be patient. Rome wasn’t built in a day, and neither is your web design. Wouldn’t it be better to make sure all the kinks are out before launching? Even if it means waiting a few extra days, weeks, or even months for large projects in order to prevent minor errors or editing flaws that could immediately eliminate your agency from consideration. If you’re willing to sacrifice a large investment, be willing to sacrifice a large amount of development time as well.

Do they offer additional Digital Marketing Services?

People are busy. Always busy. There’s simply not enough hours in the day to check everything off the to-do list. But one thing more than 90% of Americans have in common is that they are online multiple times throughout the day.

While traditional marketing methods are still plenty effective, the reach pales in comparison to digital marketing. Being up-to-date on the cutting edge methods to attract consumers digitally is essential with our constantly evolving culture.

Do they have a portfolio and do their clients have a strong online presence if so?

Agencies should be proud of their work. It should not be hard to find samples of what they’ve done in the past. As a prospective client, you can gain a lot from researching some of your top candidates. See how they compete against each other, how they orchestrate creative and unique industry trends, and how they differ from client-to-client.

What better way to check someone’s work than by browsing through their previous clients’ web designs! How does it flow? Are the colors clashing? What would you do differently? Is the text too big/small? How many clicks does it take you to find what you’re looking for?

 

After your own evaluation and analysis is complete, have a co-worker take a look and get their insight as well. As with most things, it never hurts to have a second set of eyes look it over.

Will you get the most bang for your buck?

We’ve all heard the old adage ‘you get what you pay for’. And choosing a web design agency is falls into this category.

If you are only willing to invest a small amount of capital, expect a small number of enhanced features and capabilities on your site. This is where defining your intentions comes into play. If the goal is simply to create a design with basic colors, text, and a stock photo, that’s great. But if you’re wanting to implement the latest technology trends with motion, up-to-date information, enhanced video capabilities, and interactive avenues, then understanding the money you spend will be rewarded with a great return on your investment.

It’s also important to fully understand what all is included in those costs. Don’t let some of the details slip through the cracks. Are you paying for new website design and to have code applied? Not being transparent could cause you to look elsewhere for coding if the agency only agreed to design the site.

In Summary

If you find yourself mulling over the stressful decision of choosing a web design agency just remember, it doesn’t have to be! Contact us at The frank Agency and we will help you meet all your design development needs for your to stand out in the eyes and ears of your consumers.