Author: Raffye Memon

Web Development Agency

Last year, mobile overtook desktop for website access; more users are looking online from their smartphones or tablets than from a desktop computer. If your website does not have responsive design, users will not be able to utilize your site from their mobile devices — and this could have disastrous consequences for your bottom line.

Learn what responsive web development means, the effects it has on SEO, and how it benefits your business.

What is Responsive Web Development?

Too many websites are built for desktop and laptop viewing, then scaled down so mobile users can only access a fraction of the features built into the website. Rather than give mobile users a lite version of the website, responsive web development ensures that web users can access the full site content regardless of the device they’re using. When someone checks a website on their phone, then views it from their laptop, they’ll see the same content and design.

Responsive Website Development

We’re your specialists in building eye-catching websites that drive results.

Your website is the face of your brand. We understand how important it is that your brand messaging and identity is represented. That’s why The frank Agency is your ideal partner in developing a better brand experience.

The hallmarks of responsive web development include:

  • Fluid grids – A fluid grid layout that uses percentages instead of pixels allows web content to be scaled up or down to fit the device size
  • Flexible media – Scaling media and using the overflow feature allow media to display correctly on any size screen
  • Media queries – Media queries detect the device type accessing the website then serve up the right version of the website for the device, adjusting style features accordingly

Our Approach to Web Development

Collaboration is at the heart of our approach to building web development strategies that grow online presence. We work closely with our clients to understand their goals, preferences, and target audience. By leveraging agile development methodologies, we ensure flexibility and client involvement throughout the project lifecycle. From planning and design to development, testing, and deployment, our dedicated team guides you every step of the way.

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.