Is Adwords Express Limiting Your ROI?

By now, businesses know that in order to be successful, they need to be found online. There are numerous digital advertising and marketing strategies that can help boost a business’s online presence, but for many businesses, it can be difficult to know where to start. To combat this issue, Google developed AdWords Express, a simplified version of Google’s pay-per-click (PPC) platform, AdWords. Although AdWords Express is aimed at making it quick and easy for small, local businesses to get started with PPC, it may not be the best solution. Below are some reasons why AdWords Express may not be enough for your business to succeed online.

Too Much Automation

Automation is a good thing, but too much of it may not be. AdWords Express automatically chooses keywords and creates your ads, all based off of only three lines of business information you provide. While this may seem like it’s saving you time, you could be missing out many customers that are searching other terms and keywords. For most businesses, it is hard to capture every product or service they provide with a limited number of characters. This means you’re missing out on showing up for additional searches that may be relevant to your business.

Limited to Local

Another pitfall of Google’s AdWords Express platform is the inability to target customers outside of one specific location. AdWords Express might be okay for small, local businesses with only one location, but for businesses with multiple locations or businesses that serve clients across a larger area, you could be limiting your brand awareness, and more importantly, potential sales. This means a lower ROI because your ads are not reaching all of your target audience.

Lack of Tools and Reporting

If you’re only concerned with impressions and clicks, then AdWords Express will suffice. However, it does not provide you with numbers of conversions or ways to track them. In other words, you don’t know how effective your ads really are in getting users to complete a desired action. If you can’t track how each ad is performing, how can you improve your campaign? Ultimately, when it comes to paid advertising, reporting and optimization tools are crucial in order to achieve the highest ROI. Actions such as being able to remove or add keywords and change ad content are crucial to the performance of a campaign. By not being given the ability or resources to do this, you’re automatically limiting your campaign’s potential.

Give Your Brand Unlimited Potential

If you’re considering PPC advertising or are interested in switching from AdWords Express to a more effective platform, contact Strategic Marketing. Our proprietary PPC platform, SmartClick, combines robust reporting and tracking with time and money-saving optimization strategies, all in one easy-to-use dashboard.

With SmartClick, you can easily see which ads are performing and which keywords are generating results. You can be confident that your advertising dollars are being spent efficiently, thanks to 24/7 automatic optimization that adjusts keyword bidding and budget allocations based on factors that are generating results. Our platform offers additional features, such as phone call recording, that help you grow and improve your business offline, as well. To learn more, contact us today by visiting our website or calling (561) 688-8155.

Long Live These Print Advertising Techniques

With the popularity of smartphones, tablets and other mobile devices, many advertisers and businesses put a lot of their time and budgets into digital advertising methods to ensure they are capturing consumers virtually anytime and anywhere. For many businesses, digital advertising is crucial to a successful and all-inclusive advertising strategy; however, it may not be wise to completely replace print advertising methods. Print ads appeal to consumers in a unique and distinctive way. Below are some examples of print advertising techniques that digital methods can’t provide.

Eye-Catching Graphics

Print ads are most recognized for their formatting and visual elements. Designers combine many different elements when creating a print ad in order to engage viewers and keep brands in the forefront of consumers’ minds. From strategically choosing colors and composition to using direct gaze and association, the design, formatting and graphics that print advertising provides is often more successful in evoking emotional responses and connections between brands and consumers than digital advertising tactics.

Powerful Headlines

Powerful and compelling headlines are crucial to any type of advertisement, but even more so with print. Technology and our on-the-go lifestyles have contributed to short time and attention spans. A print ad has to be compelling enough to get consumers to take time out of their schedules to complete some sort of action, without the help of corresponding links and landing pages.

A Loyal Viewership

The digital landscape is full of all types of consumers from all over the world, which is great when you want to reach a large and wide audience. However, in order to hone in on your target audience, a lot of research and testing is often needed to determine the best way to serve your digital ads and who you need to serve them to. Many types of print advertising come with a loyal following of consumers with similar characteristics. Certain publications can allow you to target repeat and prospective customers while putting your brand in a prominent position.

We’re Print and Digital Experts

Strategic Marketing is a full-service advertising agency providing both print and digital solutions to countless clients. We know the benefits and techniques of both methods and can put together an effective and comprehensive advertising strategy based on your brand’s goals and interests. Whether you’re looking for print, digital or an entirely new plan that includes both, we can help. Give us a call today at (561) 688-8155 or visit our website to learn more.

Are You Making These Brand Messaging Mistakes?

Brand messaging is an important and ongoing part of branding. Your brand messaging needs to capture the attention of consumers, distinguish your brand from competitors and most importantly, compel consumers to complete some sort of action. Your brand’s messaging is what instills trust in prospective customers and gets them to understand and connect with your brand. Ineffective messaging can prevent you from building meaningful relationships with current and prospective customers. Read on to find out if you’re making these common brand messaging mistakes.

Focusing Too Much on Selling

Even though your goal is to increase sales, you still need to make sure your messaging is focused more on what your brand values rather than what your brand offers. Many brands also make the mistake of leaving out what their customers value. An effective messaging strategy connects your brand’s values with those of the consumer, creating a connection that would compel them to trust your brand. Get to know your target audience and their values, then you can tailor your messages to what is important to them. Remember, your customers come first, and that is also what your messaging should reflect.

TMI: Too Much Information

Consumers today are busier than ever. Between multi-tasking and constantly being on-the-go, they rarely have time to sort through lengthy branding and marketing messages. When developing your messaging, one of your goals should be to summarize the values that connect your brand to your target audience. Keep your messages short and to the point. Keeping your brand messaging concise not only makes it easier for consumers to remember you, but they are then more likely to pass your message onto other consumers and market your brand through word of mouth. Remember, your brand messaging is followed by content on your website, social media and in other marketing materials where you can elaborate on your brand’s values and attributes in more detail.

Using Buzzwords

Knowing the latest trends and buzzwords may be a good thing, but you don’t want to use them in your messaging. A buzzword is essentially a word that everyone is using, and one of the goals of your messaging is to make your brand stand out. If you’re using buzzwords in your messages, you’re making it harder for consumers to differentiate you from your competitors. Find other ways to say what your brand values in ways no one else has. This may take some time and serious brainstorming, but an authentic and truly unique message will be far more beneficial for your brand than something that will phase out in a short period of time.

Being Too Cautious

An effective messaging strategy should create an impact and ignite a feeling or emotion that compels your audience to a particular action. Many brands are often too cautious when it comes to creating a brand message in order to not offend anyone, which can result in boring and uninspired messaging. However, there is a way to create impactful messages while still avoiding the use of any offensive language or tones. Something as simple as using active voice rather than passive voice will make your messaging more effective and memorable.

Let Us Communicate Your Brand’s Message

Strategic Marketing is a full-service digital and traditional advertising agency that has been a mainstay of South Florida for over 25 years. We specialize in branding and brand messaging and with marketing specialists that know the ins and outs of all different types of marketing channels, both digital and traditional, we can communicate your message effectively and seamlessly so your brand is the one that stands out in the mind of consumers. To learn more, contact us today by visiting our website or calling (561) 688-8155.

South Florida Advertising Trends Local Businesses Should Use

Consumer trends determine how businesses advertise their products and services, especially in South Florida. The lifestyles and travel behaviors of not only South Floridians, but also those who visit South Florida, play a crucial role in the success of local businesses. Regardless of which industry your business is in, how you market your brand and the advertising tactics you choose determine its ultimate success. Make sure your local business is knowledgeable of current South Florida advertising trends to ensure you’re getting the most out of your advertising efforts. Read on to learn more about South Florida advertising trends that can help local businesses maximize their overall marketing efforts to continuously grow their brand.

Take Advantage of the Global Market

South Florida is a destination that people from all over the world come to year round. This allows local businesses to remain profitable even when other parts of the U.S. are experiencing market declines. One of the South Florida advertising trends that local businesses can take advantage of is marketing to out-of-state travelers. Your business doesn’t have to be in the hospitality or tourism industry to appeal to traveling consumers. Just about any local business can expand their reach just by utilizing digital advertising methods. Digital advertising techniques, such as display or pay-per-click advertising, allow you to set geographical parameters on your campaigns so you can target certain consumers virtually anywhere. Depending on your business, you may choose traditional advertising methods instead. This could be out-of-home advertising in areas that are prone to seeing tourists, such as airports or local hotels. Both tactics can be effective in getting your brand in front of a global audience.

Pay Attention to Millennials

Advertisers and marketers focus a lot on millennials, and for good reason. According to U.S. census data, millennials total a whopping 75.4 million people, making this the largest generation since the “baby boomer” generation. In South Florida, millennials make up almost 25% of the population, which is likely to increase as more millennials from across the country are relocating to South Florida. Focusing on millennials is a crucial advertising trend that local businesses need to utilize. However, this may be easier said than done. While millennials are the largest generation, they are also the least loyal to brands. To remain successful, businesses need to acknowledge that advertising and customer service now go hand-in-hand. Tailoring your advertising messages to millennials while also going above and beyond in their customer experience is crucial. This includes paying attention to online reviews and properly managing your online reputation. Millennials are the most likely generation to find businesses using the internet first, and what others are saying about your brand online will either deter them from your business or encourage them to contact or purchase from you. Managing your business’s online reviews can help keep millennials loyal to your brand.

Keep Up with Social Media

South Florida is an active and social community for consumers, and it is a competitive market for businesses. In order to stay competitive, your business needs to be active on social media. Making sure your business is active on social media has many benefits. Not only does a social media presence increase your brand’s online visibility, it also opens the door to new advertising channels. Facebook, for example, allows you to target users based on interests, age and even recent life events. This gives your brand the power to connect with your target audience on a more personal level, and therefore, gives your brand the upper-hand when they need your product or service. Facebook is important, but for an overall successful social media strategy, your brand needs to be active on all channels.

Grow Your Business with South Florida Advertising Experts

Strategic Marketing is a full-service South Florida advertising agency that produces superior digital and traditional results for our clients. A mainstay of South Florida for over 25 years, we know what it takes to make businesses thrive in South Florida and beyond. Whether you’re a startup looking to establish your brand or a well-known business wanting to expand your customer base through innovative marketing techniques, we can help. Visit our website to see all that we offer or contact us today by calling (561) 688-8155.