Types of Google Ads

Q. Do you know how many different types of ads you can run on Google?

A. There are several different types of Google Ads

Which type of Ad should your business run? When deciding on an ad spend, advertisers need to determine the TYPE of ad to run on Google.

Start by asking where you want your ad to be seen. Do you want your ad to appear on the Google Display Network that includes a collection of Google Partner websites like Google Finance, Gmail, Blogger, and Youtube—that show ads? This network also includes mobile sites and apps.

OR, do you want your ad to appear above or below search results on Google Search? A search ad can appear beside, above, or below search results on Google Play, Google Shopping, Google Images, and Google Maps – including the Maps app. That’s up to you!

Or do you want to use a localized BSC video ad that drives traffic to your website from YouTube?

Those are just a few questions we ask when we talk about what ads advertisers should be running on Google. Here is a more in-depth look a the different types of ads we can place and some advice on when to use Google Search Network, Google Display Ads, Video Ads or a combination of these ad types to reach your audience. Each ad will have different results and costs. This decision should be based on your local marketing strategy and target audience and message.

Types of Google Ads:

Search Network (SN)
Search Network Only campaigns allow you to show text ads on the search engine result pages only. Campaign features are more extensive than SNDS, and besides “Standard” and “All Features” they include Mobile app installs, Mobile app engagement, Dynamic Search Ads, and Call-only. “Standard” features are a good bet for new Google Ads users in this case as well, as the features includes five extensions — two more than SNDS (Callout, Structured-Snippets). The Search Network is a great place to advertise for a wide range of businesses, and it’s particularly good for local businesses.

When should you use the SN?

  • Any budget
  • Appropriate choice for most businesses
  • If you want to advertise on Google Maps
  • If you want to pay to be #1 on Google

Search Network with Display Select (SNDS)
Containing the broadest reach of all campaign types, the SNDS places text ads on search result pages AND websites in the Google Display Network (GDN). In other words, SNDS re-purposes text ads in responsive banner ads and places them on websites. It’s not as pretty as creating your own image ads, but it is a quick effective way to get ads out there.

When should you use SNDS?

  • Medium to large budget
  • Small industry niche
  • Small geographic target area
  • If your Search Network campaign isn’t reaching target budget and you’re optimized

Display Network (DN)
Known for displaying image ads, the Display Network contains over a million websites to show ads on (managed placements). The features are slightly different for the DN and start with “Marketing objectives” or “No marketing objective.” If you select “Marketing objectives,” you’ll be able to build your campaign based on awareness (impressions), influence (visits, engagement), or actions (buy, call, visit a location).

When should you use the DN?

  • For building brand awareness
  • If you have a certain website you want to advertise on
  • To create remarketing campaigns
  • If you want to display ads on YouTube

Video (YouTube)
Advertise on YouTube with Video campaigns on Google Ads. You can choose ad formats that serve with an option to skip the ad after five seconds or as a six-second buffer between videos.

When should you use Video campaigns?

  • For creating placing your commercial video content on YouTube
  • If you have video content you want to promote

For more information about Google Ads campaign types visit: https://support.google.com/google-ads/answer/2567043?hl=en

Source: https://ryanmilani.com/sem-blog/online-advertising/adwords-campaign-types/

The COVID-19 Effect On Digital Marketing


COVID-19 Marketing Update

How long will these slogans be used and when will they be just noise?

“We’re Here For You”
“In This Together”
“Please let us know how we can support you during this difficult time”

HomePage Marketing is staying on-top of the latest social media trends, watching the data for insight, and understanding new consumer behaviors (the new “Homebody” target) that will be key in driving successful marketing strategies during the COVID-19 pandemic.

As users stay home, in-home online and TV activity has increased significantly. Nielsen reports show as much as 50x the amount of online and TV traffic throughout the day. COVID-19 has changed viewing times and we are seeing prime time traffic in many day-parts also. We see now that advertisers can reach their target users for less budget by investing more heavily in video, digital advertising, and direct mail advertising.

As the world pushes through this challenging time, compassion in advertising will be critical to ensure that brands remain in a positive light. Businesses should be a resource for their employees, consumers, and other key stakeholders. Ensuring that brands take a compassionate approach to advertising will ultimately lead to long-term consumer trust, satisfaction, and loyalty.

Here is how Online Advertising has been impacted:

  • Ads Are Cheaper Now: CPM Has Decreased
  • Cost per Click Is Now Lower as Well
  • Click-Through Rate Has Declined
  • Organic content is getting more attention than paid content
  • People are posting more on Brand Pages
  • Engagement Across Regions Remains Steady

The brands that are being proactive and making contributions to their communities and employees have seen the most engagement on Facebook and Instagram. Top Facebook and Instagram Posts have been on COVID-19 all month. The data shows that people want information on COVID-19 and they want to talk about it.

According to Nielsen, “Brands that focus on health and safety concepts in the future are likely to see strong demand from consumers who see a renewed sense of importance in staying healthy.”

Believe it or not, I’ve already seen an offer for a COVID-19 Marketing Course, online of course!.

Source:

Marketing Trends and Effects from COVID-19 (Coronavirus …. https://advantixdigital.com/blog/marketing-trends-and-effects-from-covid-19-coronavirus/

How Facebook Messenger Chatbots Lead to Conversion

Facebook  will now allow businesses to deliver automated customer support, e-commerce guidance, content and interactive experiences through chat-bots.

By providing utility through its huge developer and business ecosystem, Facebook is trying to boost loyalty with Messenger, one-up SMS and keep up with chat competitors like KikLine and Telegram that have their own bot platforms.

– TECH CRUNCH

Check out “Bots are here to make your life easier” video CLICK HERE

what is a bot?

BOTs are automated accounts that follow specific instructions to interact with users. Think of them like phone answering services with specific responses and questions to prompts.  They commonly serve up content — like a link to your website or a team photo or a featured blog article about you — but they can be programmed to do all kinds of things. There’s plenty of hype around them too, because chat apps are so sticky for being easier to engage with than downloading apps. BOTS could be an important vehicle for reaching consumers and getting contact info. (LEAD CONVERSION).

Source: https://techcrunch.com/2016/04/05/chat-app-kik-launches-a-bot-store-and-anyone-can-make-bots-for-it/

Google Broad Core Algorithm Update January 2020

Google reported a January 2020 core update that started to roll out around 12:00 PM ET on Monday, January 13th.

That rollout was “mostly done” by Thursday morning, on January 16th. We also know that this was a global update, and was not specific to any region, language or category of web sites. It is a classic “broad core update.”

Some industries are reporting this a huge update.   “There is massive movement at the top of the SERP for the Health and Finance niches and incredible increases for all niches when looking at the top 10 results overall.”

“It’s another core update where thin content got penalized and where Google put an emphasis in YMYL.”   YMYL stands for: Your Money, Your Life. YMYL pages are those that could contain information that has an impact on your money or your life. Google’s Search Quality Guidelines, section 2.3 state: Some types of pages could potentially impact the future happiness, health, or wealth of users.”  says Search Engine Land.  This could impact Home Health Care.

Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages.  However, Google has offered a list of questions to consider if you’re site is hit by a core update.  See the list here:  https://searchengineland.com/google-advice-on-improving-your-sites-ranking-for-future-core-ranking-update-320184

The update doesn’t seem to affect as many pages as with the March or September update in 2019. But has similar characteristics.”

Source:  https://searchengineland.com/the-latest-data-on-the-january-2020-google-core-update-327683

About Facebook Ad Budgets , Cost Control and Forecasting for 2020

What Facebook budgets are and how they work

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A budget is the amount of money you want to spend on showing people on Facebook your ads:

It’s also a cost control tool.  It helps control your overall spend for an ad set (or campaign) the same way a bid strategy helps control your cost per result.

You can set your budget at the ad set or campaign level. Whichever level you choose, there are 2 types of budgets:

Daily budgets: The average amount you’re willing to spend on an ad set or campaign every day.
Lifetime budgets: The amount you’re willing to spend over the entire run-time of your ad set or campaign.

Say that your optimization event is website leads and you know that you make a $10 profit as long as the cost of a lead is $100 or less. You could set a high budget as long as you pair it with a bid cap or cost target of $100 or less. If you’re profiting from each lead, there’s probably no reason you wouldn’t want as many as possible.  If you are fishing for leads you want the lowest clicks to website.  We like to use $2.00 per click as a reasonably low cost per click.

It’s possible that Facebook will saturate your audience and run out of leads  or your creative stops working, but this type of constraint can be preferable to losing leads because your budget was too low.

We like to suggest testing your Facebook budget by using a five day test using a  $5 per day budget for 5 days.  This test period will give you data to project cost per click and impression reached.  Using the data from the 5 day period will allow you to forecast and set budgets for longer ad runs or ongoing campaign ads.

HomePage Marketing can help you develop a Facebook Campaign that is right for your specific targets, budget and message.   Learn more about out how we can help with Facebook Marketing: Click Here

Are Google Dynamic Ads Right For Your Business?

Should a Franchise Office Use Dynamic Ads?

We do not recommend Google Dynamic Ads for our BrightStar Clients – Here’s Why:

Dynamic Search Ads can quickly direct potential customers to where they want to go on your site.

Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword based campaigns. Dynamic Search Ad headlines and landing pages are also generated using content from your website, which keeps your ads relevant and saves you time

When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page from your website and generate a clear, relevant headline for your ad.

Example: You own a home care franchise. Someone searching on Google for “home care” sees your ad with the headline “Best Home Care in  NYC,” clicks your ad, and then lands on a page.  It can be a page you target that’s dedicated to home care.

  • The searcher could  be an employee/client looking on Google for BrightStar Care and you are paying for employee or client clicks.  We can’t use negative keywords.

We do not like to rely on only Google’s machine learning too much, so we do not recommend Dynamic Search Ads. Dynamic Ads are not right for our clients because in most cases, our client do not want to pay for the unwanted traffic they may get from automated ads.

On Page Vs. Off Page SEO

Health Care Franchise Marketing

Here is a look at how we work with Franchise Owners to help supplement the franchiser’s marketing efforts:

ON PAGE SEO includes site metadata, HTML coding and site key wording – these website functions are managed by the BrightStar Care franchise office.  Local franchise owners have limited access to the the website and no access to the metadata, and limited website editing ability.

The BrightStar Care Franchise  manages the owner’s website’ ON PAGE SEO, including key wording, graphic/photo tagging, page templates/copy and the site’s metadata and HTML coding. The site’s metadata and keywords influence the local owner’s site’s organic search position and site traffic.

The franchise is responsible for driving local search and page rank that has the most influence on traffic to your local website. HomePage Marketing helps supplements these efforts with both ON PAGE and OFF Page SEO. The ON PAGE SEO areas where HomePage helps impact search rank and provides website services include blogging (helping key word density and building site links and content for the search engines to crawl/rank), adding client testimonials, EOM profiles, updates to staff bios and geo-tagging local photographs and video for the blog and local page updates.

HomePage’s marketing efforts contribute to website traffic that Google uses to rank your website. When we make changes to your website, create blog content and add keywords for the search engines to crawl, your website is re-indexed and this helps to improve search position and page rank.

In addition to our website management, our OFF PAGE SEO includes email marketing, social media management, PR and paid advertising. Our OFF PATE SEO efforts contribute to Google rank because of the website traffic we help generate and the engagement on social channels is monitored and indexed by Google. Each channel’s activity will influence your page rank/SEO. The more sites that link to your website and the more traffic cumming in from the different channels like social media, email marketing and business listings will help improve page rank, however it is the meta data on your website that is managed by franchise that is most influential and core to your page rank. I’m happy to explain more. There is a lot that goes into SEO ON and OFF PAGE. Putting what the franchise does aside, what you can do to improve rank is continue to provide unique local content to impact your SEO and drive traffic and engagement and supplement organic traffic with paid traffic. Let me know if you have any questions.

These are the services that HomePage provides to support your local SEO efforts:

· Update Your Pages – Add Original Content to your website blog and use Geographic Keywords and Key Search Terms in page content.

· Add Photos that can be key worded and ‘geo-tagged’ for local website and social media search.

· Use Referral Sites and Partner sites to link to your websites (Links from Referral Sites (other website) that link to your local website are counted by Google and help bring traffic to your site.

· Send Traffic from Social Channels to your local website by posting Blogs.

· Add YouTube Video: YouTube has similar search traffic as compared to Google Search. Your YouTube audience is local and looking for local content. While the bulk of YouTube Searches is for music, gaming and personalities, there are millions of people searching for educational content and news. Millions of people are watching live TV on YouTube. “CNN Live,” “Fox News Live,” and “Fox News Live Stream” get millions of searches per month combined. Google and YouTube are connected and while we don’t know what algorithms Google uses to determine rank, we know that Google counts traffic from YouTube to your website, and because YouTube traffic is measured by Google, the traffic and views from your YouTube videos is valuable. YouTube video can be used on your website, emails and on social media.

· Increase Paid Traffic from Google/YouTube/Instagram/ and Facebook.

What Online Analytics Matter?


How to Measure Your Online Marketing Success

Focus on Metrics that Matter

Begin with making a strategic decision on what is measurable that best aligns to your business goal. Consider what data is available and what tracking capabilities are possible through our platform or partners.

Focus on metrics tied to a key business goal (e.g. brand awareness or website traffic) and try to move away from a reliance on proxy metrics (e.g. post engagement or click through rate). These can still be tracked as secondary metrics if you would like.

Advertiser Question | What can be measured on Facebook?

Questions to Consider

  • What success metrics are being tracked?
  • Are these metrics driving your clients’ business forward, or are they proxies?
  • If proxies, are they correlated with business outcomes?
  • What data sources are fueling my success metrics?

Organic Decrease From Google’s Broad Core Algorithm Update March 2019

Update by Kim Edmondson, Principal, HomePage Marketing

What happened to health care sites with the Google’s  Broad Core Algorithm Update?

We have seen a 20-30% decline in website visitors from Organic Search Engine Traffic google partnerand Referral Site Traffic to home health care sites.  The decline is associated with the March 12th Google Broad Core Search Algorithm Release.  See this article for info.: https://searchengineland.com/google-has-released-a-broad-core-search-algorithm-update-this-week-313905.

We recommend providing local website content to use online for driving traffic from social to web, adding channels (citation sites), and increasing paid advertising traffic, specifically sponsored local content, native advertising and syndicated press releases.

SEO can be confusing because there are many areas that impact it.
Organic site traffic is an indicator of where your site is showing up in Google search (page rank).  If your site shows up on first page Google then you usually have higher organic website traffic b/c you’re being seen more often  (eyeballs = clicks).  Drops in organic traffic usually mean your listings (both local and national) have likely dropped.

Referral traffic also impacts site traffic and your organic search page rank.  HomePage marketing provides  website SEO and manages website SEO including website customizaitons and localization, key-wording, HTML coding and website photo/ heading tags and .url extensions.  (NOT INCLUDING FRANCHISES – Franchise Partner Sites SEO is Manged by FRANCHISOR NOT HomePage).  These SEO tasks play a big roll in page rank, and they are as important as website content and engagement (areas we help with also).

‘Referral traffic’ is traffic that Google counts as part of your page rank for organic.  It is traffic going to your website from other websites with listings and links to your website.  These sites are called ‘referral sites’ because they refer site traffic to your site and include yellow pages, yelp and other business listing sites like care.com and Craig’s and Angie’s Lists.  Your business listing sites and key citation sites help your page rank increase.  In SEO language we call these “citation sites” and the more you have the better, because google counts the inbound links to your web site from these sites and  your website traffic to determine your authority and page rank.
If your Referral traffic decreased over the last few months, we suggest adding channels like YouTube, Pinterest and Instagram to help with site traffic.  The decrease in your organic and referral traffic may be associated to the new Google search algorithm and there is nothing to do but concentrate on great content.    Google and Facebook are always making changes to search and targeting.  These algorithm changes happen consistently, so continual web page optimization is needed.  Add content or update pictures, headings, offers on referral sites on a consistent basis.
Blogs are great for creating searchable content and your blog content helps build site keyword density and linking (clicks for Google to count).   Blogs also provides content for social media w/ inbound links to your site to help drive website traffic that Google also counts for SEO rank.
There a few possibilities why you are possibly seeing a decrease in organic search rank.  It is possible that your site pages have stood stagnant and you have not updated or added new content recently.,  Site inactivity can pull your rank down.  It is also possible that if the Google algorithm change was targeted at medical and health care sites as Search Engine World reports it could be, then a loss in rank could be due to lack of content on care for chronic illness and other conditions or clinical education/information on your website..  These are all possibilities that you should consider.   In reaction to a decrease in organic traffic,  look at site key-wording and page content also.   Remember content is always KING.

Facebook Placement

About FACEBOOK’S Delivery System:

Ad Placements

In many cases, we recommend running your ads across Facebook’s family of apps and services. This gives Facebook’s delivery system more flexibility to get you more and better results.  Facebook calls the different places they can show your ads “placements .”  We make your placements selection in the “Placements” section of ad set creation. The available placements are:

Note: Depending on your ad type, content and the design of its creative, every placement may not be available. Learn more about which objectives work with which placements.

There are two approaches to using placements, automatic and manual:

Automatic placements

Automatic placements enable Facebook  to get the best results available from across all default placements. Because we can choose results from the widest range possible, automatic placements are typically the most efficient use of your budget and helps control costs. We recommend it for most advertisers.

However, you may be confused about why Facebook recommend this if you use the lowest cost bid strategy  and check the average cost per optimization event for each placement in your reports.  For example, if the average cost per optimization event on Facebook Feeds is significantly cheaper than it is on Instagram Stories, you might want to stop placing your ads in Instagram Stories and place more of them in Facebook Feeds.

We can see why you’d consider that, but keep in mind that our delivery system is designed to get you the most optimization events at the lowest average cost overall – not the lowest average cost for each placement. This means we look at all available opportunities across all placements and select the least-expensive ones without regard for what the average cost per optimization event will be for each placement.

Another benefit of automatic placements is that if you decide to duplicate a campaign, any new placements will automatically become available for your duplicated ad.

Example

Here’s a simplified example showing how this works, and why it’s easy to misinterpret:

Say there are 11 opportunities to show your ad: 3 on Facebook, 3 on Instagram and 5 on Audience Network. The Facebook opportunities cost $3 per optimization event. The Instagram opportunities cost $5 per optimization event. 3 Audience Network opportunities cost $1 per optimization event, and 2 cost $7 per optimization event. You have a budget of $27.

If you selected all 3 of these placements, your report would show that Facebook placements have an average cost per optimization event of $3, Instagram placements have an average cost per optimization event of $5 and Audience Network placements have an average cost per optimization event of $1. You’d get 9 optimization events for $27 at an average cost of $3 each.

If you saw these numbers, you might be tempted to turn off the Instagram placement to focus on the seemingly lower-cost Facebook and Audience Network placements. However, here’s what would happen if you turned it off:

Facebook placements would have an average cost per optimization event of $3, there’d be no Instagram placements and Audience Network placements would have an average cost per optimization events of $3.40. You’d only get 8 optimization events for $26 at $3.25 each overall. This is a less efficient spend of your budget.

Facebook optimizes delivery of your ads to get you the lowest overall cost per optimization event.  Facebook does this optimization in the context of the full range of opportunities available. In other words, what you can’t see on your FB reports is the more expensive results you didn’t have to take because of the additional placements. The most important thing to remember is that one placement’s average cost per optimization event being higher than another’s doesn’t necessarily mean it’s inefficient.

HomePage Recommended Placement (Manual Placement)

If you don’t want to enable automatic placements, you can choose which placements you want to use in the “Placements” section of ad set creation. We still recommend using multiple placements to give our delivery system more flexibility.

We recommend the following choices, broken out by campaign objective:

  • Brand awareness (including Reach & Frequency buying ): Facebook and Instagram
  • Engagement (including Reach & Frequency buying ): Facebook and Instagram
  • Video views (including Reach & Frequency buying ): Facebook, Instagram and Audience Network
  • App installs: Facebook, Instagram, Messenger and Audience Network
  • Traffic (for website clicks and app engagement):Facebook, Instagram, Messenger and Audience Network
  • Catalog sales: Facebook and Audience Network
  • Conversions: Facebook, Instagram, Messenger and Audience Network. The offsite conversions optimization goal also supports Instant Articles and Instagram Stories.

If you’re emphasizing larger-scale business goals, you may want to choose these placements:

  • Extending your campaign: Facebook, Instagram, Messenger and Audience Network
  • Daily Unique Reach: Facebook, Instagram, Messenger and Audience Network
  • Efficient Reach: Facebook, Instagram, Messenger and Audience Network
  • Cross-platform Reach & Frequency: Facebook, Instagram and Messenger
  • Additional Message Frequency: Facebook, Instagram and Messenger