Sarah Fish

How to Know If AdWords Is Right for Your Business

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Paid Search, also known as pay-per-click (PPC), is one of the most effective forms of digital advertising because it allows a company to get in front of people who are actively looking for a solution that the company offers. By utilizing keywords related to your business’ offerings or products, paid search can raise brand awareness with users previously unaware of the company.

Paid search can be used to target specific audiences through keyword research and campaign settings, including geotargeting and specific ad messaging. Because audiences on paid search are already actively looking for an answer to their query, this tactic is particularly effective as both an awareness and conversion tactic.

Still not convinced this is a worthwhile marketing investment for your company? Here are 4 reasons why you should consider using AdWords:

1. Define your own budget.

AdWords is a pay-for-performance model, meaning that with well-crafted ads, you pay for only relevant visits to relevant landing pages on your website. Considering TribalVision’s paid search efforts for an example, we set bids on keywords identified through our research so that we are only paying for highly targeted clicks.

Google provides full transparency on the cost-per-click associated with each keyword you are considering. Maybe you have a list of keywords you want to bid on, and the keyword planner tells you that each click will cost $1, on average. If you already know you have $1,000 to spend on this channel each month, you can now work your way backward and say that you can expect 1,000 clicks from AdWords ads.

2. Hone in on specific keywords.

Sit down and brainstorm, then dive into your keyword research. For what terms do you want your ads showing up on Google? Maybe your product offers a solution, so a keyword could be the search term someone with the problem is asking. For example, if my new product cleans red wine out of a white carpet, then my keyword search term could be along the lines of ‘how to get wine out’ or ‘wine stain removal.’

Once you define your keywords, you are ready to choose your match type. Automate just how specific or flexible you want your list of keywords to be by exploring the different match types available.

Wherever you land with your keywords, focus efforts on creating a customized experience that’s relevant to that user. Google wants to make sure that your ads are meaningful to their searchers, so create ad copy and pages that are optimized with this in mind.

3. See results, fast.

Unlike SEO, AdWords will provide you with more immediate results. Do you know of a search term that is exactly relevant to your company? Betting on your SEO to make sure you turn up on the first page of Google’s search results is not a guarantee. Create your campaign and ad, then place a competitive bid on that keyword (don’t worry, Google will tell you just how much that is) to ensure you are showing up first on the page.

4. Stay one step ahead of the competition.

We often receive emails from clients who are frustrated with their competitor’s ad showing up when they are searching for their own company’s name. Unfortunately, there is nothing we can do to take that ad down. The next best thing is to bid on your own branded keywords to ensure that someone who searches for you is going to see your business first.

In the example below, we can see that both Uber and Lyft are bidding on the keyword ‘Uber’. Luckily, Uber has their AdWords campaign in order so they are still showing up first, but if they did not have this bid in place, Lyft would be beating them to their own name.

Branded campaigns containing keywords related to your company will ensure you stay top of mind and their next click will be to your website, not the competition.

5 Insights From Your Google Analytics Data

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Google Analytics offers business owners and marketers a substantial amount of information – at times, what may seem to be an overwhelming amount of data. With the understanding that not everyone has the hours in the day to deep-dive into analytics, these 5 insights will provide you with the background knowledge needed to confidently understand your audience.

Learn how users interact with your website and engage as consumers, and how you can target them in other channels efforts through the following Google Analytics insights.

  1. Audience Location – View worldwide stats to see where your users are located.
    Understanding where your website visitors are located is crucial to any business, whether it be brick and mortar or B2B. In Google Analytics, click into the ‘Audience’ tab, then the ‘Geo’ category, and then sort by highest numbers of sessions or conversion. You can view locations as granular as city by clicking deeper in the countries in the table shown.
  1. Audience Interests – Learn what interest groups your audience identifies with across the internet.
    Digital marketing has evolved to a detailed level of targeting that allows marketers to narrow their dollars spent on a very specific group of users. If you have yet to try audience targeting, such as Facebook Saved Audiences, Google Analytics can provide you with the background information needed to kick start your strategy.

    Click into the ‘Audience tab’ in GA, then into ‘Interests’ and view the ‘Overview’ page. This will show you a breakdown of how Google categorizes the interests of your website visitors. Take this information to develop detailed audiences on your other channels and begin testing the efficiency of the group.

  1. Site Speed – Analyze your website’s page load time.
    Does it feel like your website is performing slower than you’d like? Google Analytics can look at the individual pages on your website and suggest optimizations that will improve overall speed performance, such as image updates and coding suggestions. To access these reports, visit the ‘Behavior’ tab in Analytics, then the ‘Site Speed’ category, and click into ‘Speed Suggestions’ to view the recommendations.
  1. Device Breakdown – Uncover what devices users are on when they visit your website.
    Quickly see how your website visitors breakdown across desktop, mobile, and tablets by clicking into the ‘Behavior’ tab, then the ‘Mobile Overview.’ Based on the date range you have selected, you will learn the breakdown of devices site-wide for that length of time. For a visual breakdown, click the ‘Percentage’ button to break down the information into a pie chart.

    Finding that mobile and tablet sessions are higher than expected? That might mean it’s time to think about a website redesign.

  1. Campaign Tracking – Discover which online campaigns bring about the most traffic and conversions.
    Marketing campaigns across multiple channels can make it harder to track performance, but with campaign tracking you can easily report on all metrics. Begin by thinking strategically about how your channels interact – maybe your email campaign and Facebook ads are a united effort directing users to the same landing page. In this case, we’d want to track both channel efforts under the same campaign in Analytics for ease of reporting.

    Organize your campaigns with UTM’s to ensure tracking is consistent across all campaigns. Check in on your newly organized campaigns in Analytics by clicking into ‘Acquisition,’ ‘Campaigns,’ and then organize by ‘All Campaigns.’ For an added level of visibility, you can use secondary dimensions or segments to break this data down even further.

How to use a March Madness approach to A/B testing

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It’s that time again. That time when those who lay quiet for 11 months out of the year awaken and show their true competitive colors. Like the brackets behind the NCAA Tournament, your marketing tactics can use a similar approach to introduce A/B testing to make for a winning strategy.

A/B testing is a common marketing tactic that allows companies to recognize best practices for their specific campaigns, and then optimize their deployments for maximum results. High performing results can be left on throughout the remainder of your testing, while you introduce different components as you continue to develop your approach.

What you might have assumed as a clear winner in your testing could surprise you, keep an eye out for those underdogs!

There is never going to be a wrong time to start testing your strategies.  61% of marketers use A/B testing to optimize their conversation rate, you never know what could make an impact on your approach until you test it.

Things to Test in Your Strategies

In 2017 we have multiple channels that function together to create the customer journey. This integrated approach to marketing makes it even more powerful when you can begin to understand your audience. Anything that can be changed in your tactics can be tried and tested. For example, in your Facebook strategy, you can test the following factors:


Create filtered audiences on Facebook that target different job titles, interests, incomes, and other factors. The insights you can gather from what works on Facebook will be valuable when you are optimizing other channels. Learn more about who interacts with your Facebook campaigns by exploring Audience Insights.


In a recent test for a client, we compared two types of language in our ads: literal descriptions that get straight to the point of what the product was all about, and verbose language that used more romantic copy. Rather than the results indicating that the brand preferred one style over the other, it ended up providing valuable insights into the differences in preferences depending on their position in the customer funnel.

Landing Page

Similar to your March Madness bracket, you should only focus on one variable at a time. Try testing one of the following components of your landing page to optimize for conversions:

  • Headline
  • CTA
  • Images
  • Copy Length
  • Colors
  • Testimonials

Each win you see in your testing means you are one step closer to reaching your goal conversion rate. Use your bracket as a starting point to compare one factor versus another, then continue moving as you introduce one additional factor at each step forward. The results will take the guesswork out of your marketing decisions, and remember that each little optimization and experiment can mean big improvements long-term!

Marketing Tips to Overcome Challenges Facing Small Businesses

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It is common knowledge that marketing plays a crucial role in a business’s success, but not every small business understands that these strategies are within their reach.  Marketing may not always seem like a priority when dealing with other important facets within your company, such as personnel issues and adapting to the ever-changing economy, but the crux of the matter is that marketing is already playing a leading role in your success. Read on to learn how your small business can improve its marketing strategy by utilizing the following marketing tips.

Take Advantage of Word of Mouth Marketing

Small businesses have benefited from this type of marketing for years, and now with the rise of social media we are seeing more big box companies pouring money into this strategy.  When a potential customer asks you why they should go with your business, chances are one of the main selling points is your customer service.  Take advantage of word of mouth marketing by sharing your customer success stories and building on your existing brand recognition.

Small businesses are known for their positive customer relations, and now it’s time to flaunt it! Take advantage of these relationships by connecting with customers on social media and through email. Provide company updates, offer special “thank you” loyalty perks, and share an inside look at what goes on within your businesses. When potential customers see and hear how you interact with current customers, it will validate why they should work with you.

In today’s day and age, 84% of people trust online reviews as much as a personal recommendation (BrightLocal). Encourage existing customers to engage and review your products or services on your website or social media accounts. There is no better way to ask your satisfied customer for a review than in-person, but emails and Facebook posts encouraging reviews will also prove successful.

Choose Which Marketing Medium is Right for You

There are a plethora of marketing tools to implement at your small business, including SEO, email marketing, social media marketing, events, direct mail, and more. Maybe your budget doesn’t have room to take advantage of all that’s out there when it comes to marketing tactics, which is why you need to narrow it down to what’s right for your business.

Take advantage of cost-effective email marketing tools such as MailChimp, Constant Contact, and MyEmma. If you already have an existing customer list with email addresses, email marketing should be a top priority. Start by separating your list by past customers and current customers. Existing customers and potential customers are more likely to engage with content that is relevant to their personal circumstances, so use these new lists to send specific marketing messages to individual audiences.

Social media may be the most budget-friendly way to kick start your marketing initiatives. Depending on where your audience falls, focus your efforts on a specific channel, and knock it out of the park. Your younger audience might be more effectively marketed to on Instagram and Snapchat, while an older audience could fall under Facebook. When you find where your customers are spending their time, focus your efforts on this channel.  To learn more about how to effectively use Facebook for small business, check out this blog post.

Find Time for Marketing

You are very busy. Your email has likely piled up since you started reading this article and your to-do list will continue to grow. Marketing doesn’t have to take up your whole day, but it is too important to forget about.

To find time in a tight schedule, take advantage of scheduling tools such as Hootsuite to plan your social posts for the week. Set aside time Monday morning to plan your posts for the week, then all you will need to think about is checking on engagement and being responsive.

Your small business might have an internal marketing person, an intern, or maybe these initiatives are falling on you. Whichever the case, an outsourced marketing company can help strategize and discover what your next steps need to be. We understand the challenges of running a small business and are here to make sure that every penny and hour spent improving your marketing strategies goes its farthest.