On Tuesday, October 16th we had the absolute pleasure of hosting our Connect with Google event in Calgary, Alberta at the beautiful venue The Baron—and connect we did! We had a chance to meet (and have a beverage or two) with local dealers, as well as listen to a few great presentations. Continue reading “Connected in Calgary!: A Recap of Our Google Partners Connect Event”
I tend to walk around randomly during phone calls. A few years ago, I realized this as I saw my reflection in the glass patio doors and saw myself walking along the top of the couch. No idea why, but I’m at peace with this. I even move around absentmindedly on short calls, such as activating a new credit card, which I had to do recently.
I called the bank to complete the process, and after a few questions confirming my information, the rep completed the task and was very helpful throughout. I prepared to hang up and stop parkouring around my kitchen when she suddenly launched into an aggressive sales pitch for multiple other products offered by the bank. Identity protection, credit limit increase, insurance coverage – you name it, she was selling it. Continue reading “Finding SEM-o: When You Can’t Find Your Search Ads”
Welcome to a brand-new installment of “You Ask, We Answer!” (*still waiting on that production budget, Bill*). We know navigating the vast tapestry of the internet can sometimes be difficult and a little overwhelming, which is why we host our weekly webinars for you to up your online savvy without the negative, thick-framed glasses-wearing, man-bun connotations that come along with it!
For today’s webinar, we asked our Director of Online Advertising and Home Alone aficionado, Nathan Leverette, to answer any of your questions and concerns regarding Paid Search (as the organic search specialist writing this blog begrudgingly sat and watched in the corner while we recorded). We’ve embedded the webinar video below, along with a transcription of everything we discussed so you can follow along below!
Continue reading “You Ask We Answer: Paid Search”
“Have you ever had a dream, Neo, that you were so sure was real? What if you were unable to wake from that dream? How would you know the difference between the dream world and the real world?” – Morpheus, The Matrix (1999)
I had to get up from the computer and take a walk after realizing that, at the time of writing this, The Matrix is almost 20 years old. It was a game-changer which has stood the test of time, much like another entity which is around 20 years old: search engine advertising (abrupt segue, I know). Continue reading “Look Closer… Seeing the Difference Between Ads & Organic Search”
We’ve all heard it before, “the world is going mobile”. But that’s old news. As a matter of fact, the world is not going mobile — it’s already there (and that’s not just my opinion either). According to a recent study done by comScore, Canadians spend 59% of their total internet time on their smartphone. That’s an average of 3,927 minutes per user per month, and counting!
If you’ve got a website, you’ve probably got the mobile side covered, right? Site speed and responsive layouts are pretty well a mandatory feature if you want to reach (not to mention engage) as many visitors as possible.
But how about your ads? Are they also mobile-friendly? Continue reading “Are Your Ads Mobile-Friendly?”
We’ve all had it happen to us at one point in our lives; a deal too good to be true, a stranger that was just too nice. And there is a name for those people — scammers! Scammers have been around for a long time, and will continue to operate in their shady ways if there are people and businesses around to scam. Often, if you have an online business, these scammers appear in the form of 3rd party companies claiming to be from Google and claiming they can improve your search ranking (or offer services that Google already provides for free). Not only is this frustrating for small business owners, but Google isn’t too happy about it either. Continue reading “How To Avoid Scammers”
Step aside ‘teach me how to dougie,’ there is a new dance in town. Well, it is not really a dance but more so moves to associate some of the leadership strategies; that’s right, Google let us in on their secret. Continue reading “Google SEAL Mastery Series – We Are Prepared, Are You?”
eMarketer.com recently published their report on Mobile Advertising in Canada and to no ones surprise, mobile is exploding. I wanted to condense and share some of the findings, but if you wanted to purchase the full report from eMarketer.com, you can find it here.
Before I get into the numbers, I wanted to give you an idea of what the end game for mobile is. Mobile has evolved to be a part of our lives; our phones are with us – for the most part – 100% of the time. Because of this, how much we use our phones to complete activities in our daily lives will only increase. It used to be just to make calls, then text as well, then email as well, then surf the internet on the early (crappy) mobile web browsers, then apps and so on. We even have the ability to track our health on our phone, and in a relatively short period, probably 10 years, when you go to the doctor’s office, you’ll just hand the doctor your phone, and it will have all your medical info and readings it has been taking since your last visit. Many companies are working on how the mobile phone will replace desktops, which – other than for work – have been declining in sales. Unless you need a desktop to run high powered programs like video/image editing or PC games, you’ll soon just have your phone and a couple monitors at home/work that you plug directly into.
Alright… onto the info:
Continue reading “Mobile Advertising In Canada Going Into 2018”
In a recent edition of Google Best Practices they laid out the difference between auction-time quality and the 1-10 quality score. Regarding your quality score, here are 3 things that matter:
- The User’s Device
- Performance on Related Keywords
I don’t think that there is anyone out there that can argue that these factors do not effect your quality score. But here are some factors that, contrary to some opinions, do not matter: Continue reading “3 Misconceptions About Ad Quality According to Google”
From April 17th-20th, I had the opportunity to attend one of the largest gatherings of PPC nerds in North America: HeroConf 2017 hosted in Los Angeles. This was my first PPC conference and I had no idea what to expect, but I couldn’t have felt more at home at the conference among other people who live and breathe PPC.
It was a busy week filled with learning, networking, and free drinks. Despite all the fun, I came home excited to share my new knowledge with the Strathcom team. Here are my key takeaways about what to expect in the world of PPC in the future.
It’s Time to Move on From Last Click Attribution
Attribution Modeling was one of the hottest topics discussed at HeroConf. Speakers from all industries agreed that it’s time to ditch the last click model, and focus on other touchpoints that lead to a conversion. However, there is no magical way of knowing which model is right for you. Speaker Jeff Greenfield of C3 Metrics discussed the importance of not waiting around for the perfect model, but to test and test again. The only way to prove the value of attribution models is to test until you become less wrong. Attribution modelling is extremely important in the automotive industry as we move away from the standard sales funnel, to a customer journey with multiple touchpoints. By ignoring the touchpoints a customer reaches today, we may never see them again for another 3 years.
Integrate Your Paid Social & Paid Search Strategies
Continue reading “HeroConf 2017: Recap On 3 Days Of Non-Stop PPC”
The mobile consumer experience is rapidly changing. Consumers are checking their favorite social media platforms on their smartphones when they wake up, and before they go to bed. At this point, it is no secret that your business needs to be reaching customers on social media. How does your business stand out from the other content your customers are consuming daily? The optimal consumer experience consists of three things: using the power of videos, content consumption, and the quality of engagement. Continue reading “Social Advertising in a Mobile First World”
Last week, Strathcom Media had the pleasure of hosting an exclusive 2-day “Google Externship” with Googler, Caitlin. As a first-time Edmonton-visitor, Caitlin was pleased to learn more about our Canadian culture and hear that Edmonton (yes, just Edmonton) was hosting 9 sold-out Garth Brooks concerts!
During her time with us, she was able to share her expertise of Google products and optimizations in order to help us improve some of our AdWords accounts. In addition to doing deep dives into specific accounts, she also provided us with insider tips and tricks on how to improve efficiency in our daily tasks and shared new insights and different ways to use Google products.
We all know the importance of Google and its impact on our daily lives. Whether it’s to learn more about a topic or to settle an argument, anyone can just “Google it” and find everything they need. In fact, 93% of online experiences begin with a search engine, and the use of search engines is expected to increase by another 15% in 2017. Additionally, 84% of new car buyers and 68% of used car buyers use Google in their shopping journey. Also, 75% of users do not scroll past the first page of search results, hence the importance of advertising. As a Premier Google Partner, Strathcom understands how to get you noticed on the search results page.
Our ad operations and sales teams greatly benefited from Caitlin’s visit and we are now refreshed and ready to smash your advertising goals out of the park!
While there is a good chance that your dealership is currently running a Paid Search Campaign, there are still (surprisingly) a good portion of dealerships that aren’t.
There can be many reasons for deciding not to: lack of marketing dollars, lack of expertise, lack of knowledge, lack of time, etc.
Nowadays, it goes without saying that businesses have a plethora of digital marketing options to choose from, but I’d like to make my case on why dealerships can’t afford not to be running a paid search campaign. Continue reading “How are You Not Running a Paid Search Campaign for Your Dealership Yet?”
Ever wondered what brands are most popular in other countries? The British based auto parts retailer ‘Quickco” analyzed the most searched car brands on Google throughout 2016.
As we can see from the findings, nationalist tendencies seem to be more apparent in Europe than the anywhere else; with Sweden, Germany, France and Italy all remaining homegrown in their brand searches. As always, a few nations failed to provide data for the study, it’s hard to imagine what brand North Korea might have made up for this study.
Perhaps for some, the biggest surprise was to see BMW (a relatively small company) take 2nd place overall. However, if you’re a follower of BMW on social media this global presence is something you likely comprehend wholeheartedly. For the past three years BMW has created dedicated social marketing campaigns (remember the ‘Drift Mob’ video?) to assure brand reputation and user engagement. With over 19 million fans of BMW’s Facebook page, the online initiatives seem to be paying off both at home in Europe and abroad as BMW sits only below Toyota in Google searches across the globe.
We know that car shoppers’ online behaviour is important, but that doesn’t mean that the behaviour of on-the-lot-traffic isn’t important, too.
Google has recently released their data showing which month and which time of day the most people are visiting dealerships. Ten years ago, car shoppers were making an average of five visits to dealerships when searching for a car, but now the average car shopper makes only two dealership visits. This change in on-the-lot behaviour is why it’s important to make sure that you are showing your mobile ads to the right person, at the right time, to make sure that you are present for this stage of their car buying journey.
In order ensure your ads are in the right place at the right time, Google suggests adjusting your mobile budgets so your ads appear when people are searching for auto information in the vicinity of your dealership. They also suggest ‘day-parting’ so that your ads are delivered during the time of day that people are looking for information – during their lunch break, for example.
Another way you can effectively target on-the-lot shoppers is with Hyper (re)Targeting. With Hyper (re)Targeting, you can target on-the-lot customers in your dealership, your competitor’s dealership, or attending an automotive conference or auto show. You can even target specific postal codes down to a 50 meter radius.
To find out more about how you can be be present along every stage of your customers’ journeys, give us a call today!
eMarketer has released their Automotive StatPack for 2016. This statpack gives an overview of digital automotive trends in 4 categories:
- Industry Sales & Transactions
- Ad Spending
- Buyers & Consumer Behavior
- Consumer Attitudes Toward New Automotive Technology
Below is a quick summary of the report; even though it contains primarily U.S. data, there are still trends in ad spending for OEMs and Dealers, as well as changes in consumer behavior that are relevant to the Canadian market.
Continue reading “eMarketer’s Automotive StatPack, 2016”
As we near the end of 2016 and the beginning of 2017, Google has shared 4 ways that you can optimize your online strategy this year according to their data.
Use click share to drive more engagement
We all know that, generally, the closer to the top position you are on Google, the higher engagement you will see from shoppers; especially on mobile. As shown in the chart below, for the Vehicles & Parts category you will need about a 15% click share to be competitive in reaching the top positions. How do you increase your click share? Increasing your bids as well as your ad relevance are good places to start.
Create a strategic seasonal campaign
Having a separate campaign for certain products at certain times (winter tires, for example) allows you be more flexible with your budgets for these products.
Use custom labels to create seasonal product groups
Use custom labels to create a segmented product group in your campaign for products like winter accessories for vehicles. This allows you to adjust your bids for winter accessories and to monitor your click share.
Remarket your products to previous shoppers
Remind your customers of the products they viewed in the holiday season but didn’t convert on – chances are they are still interested in finding the best deal!
For more information on how to optimize your site for the Google SERP, give us a shout or subscribe to our newsletter!
The Think with Google resource gives us online video planning tips for success with online videos. The first tip is to be mobile-minded. Google’s research found that viewers who watched an ad twice on mobile had – on average – a significant lift of 23% in unaided brand awareness, and 47% in unaided ad recall.
Think with Google also suggests to put YouTube alongside TV. But for most small to medium businesses, this might not be as easy as it would be for big-box businesses. So what’s the alternative? Put YouTube alongside Facebook. Not only are you adhering to the first tip, but you’re also choosing to advertise on a platform where people spend their time watching videos. When was the last time you watched a video on Facebook? The answer is probably yesterday or when you were on your coffee break.
Facebook is also more measurable than TV because you can track conversions from pixels and generate leads right from Facebook through their lead ads objective. In addition to the ability to generate leads, you can also track performance and measure key performance indicators to see if it’s all living up to your expectations.
You can read the referenced Think With Google content here. If you would like more online video planning tips, check out or previous post about YouTube or give our Online Marketing Team a call; and don’t forget to ask about how you can get $500 in bonus Facebook ad spend!
According to a Google study of mobile traffic, 96% of people use their smartphone to get everyday things done. To meet those needs, people will use search functions – the resource 87% of people turn to first. In moments of need, people turn to their smartphones.
Secondly, they found that 70% of smartphone owners who bought something in-store had turned first to their devices for information about that purchase. To tie it back to the previous finding, they found 92% of those who search on their phone made a related purchase.
So what does this mean for you?
This means that you need a strong mobile strategy. Smartphone owners utilizing searches are likely to make a follow-up action, and another after that, until they meet their needs. Having a strong mobile campaign in your AdWords will ensure you are taking advantage of this knowledge.
What can you do to have a strong mobile campaign?
- Mobile-only campaign
- Mobile-specific bids – mobile bids are different from desktop bids, so why treat them the same?
- Mobile-specific ads and extensions – with extended-text ads, you currently can’t make ‘mobile-preferred’ ads; however, the mobile-only campaign will make sure these ads show only on mobile devices. Use mobile CTAs as much as possible. If you have historical data on extensions (that’s good), use it as a starting point in optimizing your mobile campaign.
At the end of the day, your AdWords account should be built with a mobile perspective first. Need some advice about mobile traffic? Contact our online marketing team today!
Read the referenced Google material here: https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html