Increase Website Traffic and Conversions with AdWords Similar Audiences

Increase Website Traffic and Conversions with AdWords Similar Audiences

In a recent Google Academy on Air presentation, businesses managing AdWords campaigns learned how to find new, qualified users, called similar audiences to increase their click-through-rate (CTR) and conversions. These are audiences who have the same characteristics as your customers, those who have recently completed a conversion on your website after clicking on a paid ad. Audience Framework Google first lays out the audience framework, the process for setting up the similar audiences feature on your AdWords campaign. In previous presentations, Google had discussed the previous 2 of the 3 steps, Identify and Re-Engage for how you can find potential customers and drive them to take action after clicking on your ad. In this presentation, Google will be focusing on the third step, Expand, that will allow you to extend your reach to additional qualified users who have never interacted with you before. Important Note: Before discussing how expanding your reach to similar audiences can benefit your campaign, Google stresses the importance of using remarketing lists. This is because: 96% of people who visit website without taking any action. 84% of people on remarketing lists will be re-served within a month. Reaching New Users: Similar Audiences In Google’s marketing funnel, similar audiences plays a big part in influencing consideration. With similar audiences, you will be able to find new audiences who share characteristics with your website visitors. After showing interest and clicking on your ad, you will then be able to drive action and grow loyalty from them. So within your remarketing lists, Google will choose new users who “look” like them, thus, developing your similar audiences list. This...
How to Grow Your Business with YouTube Video Ads

How to Grow Your Business with YouTube Video Ads

Video Ad Creation and Management Recently Google Partners Connect presented on the latest video ad tips and strategies with the intention of helping businesses get the most out of their advertising budget. Google is also proud to partner with digital marketing agencies, like Proceed Innovative, around the country to help set up and manage video marketing campaigns for businesses that may not have the time or resources to do it themselves. As a proud Google Partner, Proceed Innovative has years of experience in the field of digital marketing, specifically with search engine optimization (SEO), paid advertising (AdWords), and web design. When working with us, we will not only create an optimized campaign but implement a number of strategies over time to deliver qualified results. If you have any questions regarding the Google presentation, please don’t hesitate to reach out to our digital marketing experts for help! How Video Plays into Today’s Consumer Journey The presentation began with speaker Bart, a regional product specialist, who discussed how video plays into today’s consumer journey. He also demonstrated how businesses can take advantage of YouTube, the video search engine giant, to drive performance from their video ads. Taking Video from Attention to Action Bart begins his presentation by stating that video is the most powerful story-telling platform used for advertising today, using sight, sound, and motion. He explains that search captures people, but video moves people. With video, companies are able to: Tell their story Demonstrate their competitive advantage What makes their product/service special Drive strong business results Bart continues that Google is also optimizing their search results to feature videos on...
What is Machine Learning: Basics and Benefits of Machine Learning – Google Presentation

What is Machine Learning: Basics and Benefits of Machine Learning – Google Presentation

In Google’s latest Academy on Air presentation that discussed the basics of machine learning, the audience gained several insights into all of the following: What is machine learning How machine learning works How machine learning helps marketers How businesses and customer use machine learning How machine learning is involved in Google’s products How your business can take advantage of machine learning Overall, Google wants everyone to become more familiar with this trend, despite them using it everyday without realizing it. They also wanted to point out the amount of benefits when taking advantage of the opportunity, whether it is improving the ROI for businesses or adding more convenience to customer’s lives. With this presentation, it was Google’s goal to increase the overall awareness of machine learning while urging users to take advantage of the amount of opportunities created from this concept. What is Machine Learning? Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. The term isn’t as young as we think it may be. In fact, machine learning has been involved in our lives for years without us realizing it. A few examples of machine learning that exist nowadays include: SoundCloud’s “The Upload” using machine learning to find new tracks that you may like. Intuit using machine learning to make Expense Management for the self-employed more convenient. Microsoft using machine learning to help their customers deal with the latest trends in their industry. Business startups learning how they can apply machine learning to help their customers make better decisions. How Does Machine...
How to Increase ROI with Remarketing Lists for Google Search Ads (RLSA)

How to Increase ROI with Remarketing Lists for Google Search Ads (RLSA)

Getting customers to convert on your website can be difficult, even if it does have a great design, fast page load times, and quality content. But with mounds of information and content readily available within seconds, customers are easily distracted and will bounce to other websites to compare products and services. Especially with Christmas shoppers, this is the most profitable season for online businesses. Make each visit count as they will be ready to spend – even on the first visit. But if you can get them back to your site again for deals on other products and services, it will be easier to convert because they are already familiar with your brand. So what can you do to bring them back? The answer is with remarketing lists for search ads, or RLSA. It’s Google’s scientific term for remarketing to prospect customers in a Search campaign. Don’t forget to use it with your Christmas shoppers! What are Remarketing Lists for Search Ads (RLSAs)? The term may sound complicated, however, the concept is rather simple. Remarketing lists for search ads (RLSA) is a feature on the Search campaign that helps you reconnect with potential customers that have been on your site before. The feature allows you to create ads, set bids, and choose keywords, but keep in mind to use phrases for those who have been on your site before. Not to be Confused with Display Network Retargeting As a customer, you have probably seen ads for a site you have previously visited while scrolling through a different site. That is not RLSA, but remarketing on the Display network. The...
How to Optimize Your Website Marketing for Mobile Devices

How to Optimize Your Website Marketing for Mobile Devices

With the number of searches conducted on mobile devices continuing to skyrocket, companies are scrambling to optimize their website in hopes to not only increase conversions but to provide a great customer experience. As you can understand the convenience provided as a consumer, strategically positioning yourself as a company at the right time and place is crucial towards getting that sale. This Google presentation explains how to accomplish these goals so you can get back to doing what you do best: serving your customers. On the other hand, some of the information provided can be technical and may require some background knowledge in order to conduct mobile SEO. But when working with Proceed Innovative, these digital marketing professionals have extensive experience in helping businesses from various industries to accomplish their goals, both online and offline. We are also a proud Google Partner, meaning that our experts take rigorous tests, follow Google best practices, manage significant AdWords spend, and attend ongoing training sessions in order to remain updated on the latest digital marketing trends. If at any time you have questions or become overwhelmed by this presentation, feel free to reach out to us through a contact form or phone call at (800)933-2402. Consumer Behavior Shifts Towards Mobile The Google presentation begins on how to drive growth for your business through mobile measurement. In fact, more than half of all web traffic is now coming through smartphones and tablets! This will have a significant impact on how your website will need to be optimized in order to stay ahead of competition. But despite these eye-opening statistics, the majority of advertisers...