The Key Benefits of Google’s Local Pack Ads

Think of the last time you were out and about and found yourself in need of a good or service. Maybe you weren’t familiar with the area or just wanted to find the closest location. Our first instinct is to Google the answer, and with the Local 4-Pack, you are able to see at a glance a map with a selection of results for your area. In just a few clicks, you are connected with hours, directions, contact information and reviews. Clicking through on any of these results or on the More Places link sends you through to a larger map of your area and a fuller listing of applicable results for your area.

Imagine you are a business owner and you want to drive foot traffic into your location. You have a Google My Business (GMB) listing, and keep it up to date and well maintained. You also have Google AdSense set up to run search and display ads and have them targeted to your local area. Now you are ready to take your advertising to the next level. By linking your GMB to your AdWords and enabling location extensions, you have the option to start advertising directly into these local search results.

First announced in 2016 and rolled out in various forms through 2017, Google’s Local Pack Ads (also known as Local Search Ads) have begun to effectively integrate themselves into online advertising. Oddly enough, while these have become increasingly popular in America, we are just starting to see these sorts of ads show up in the Canadian marketing scene.

Google touts Local Pack Ads as having 3 key benefits…

Google's Local Pack Ads

Increasing Visits to Your Business

This is can be an awesome advantage for restaurants and boutique shops that want to able to target the foot traffic in their area or a home service that needs to be accessed on a tight time frame. A lot of our shopping has moved online, and while this can be an amazing everyday convenience, it does have its limitations. While a customer might research a big ticket item online, at the end of the day, going into brick and mortar store can be necessary. When these kinds of purchases happen its important for your customers to know you are in their area and ready to serve. Being listed before organic listings can help ensure your business is getting the impressions that might otherwise be lost.

Encourages Communication with Convenient Contact Options

On both Mobile Search and the Google Maps App platforms, the local search results have prominent call buttons that allow the customer to easily contact your business from the search results page. Note that this call information is linked directly to your Google My Business Listing, so its vital that this information is up to date. Additionally, this information is not trackable through Google Analytics as you might assume after working with call extensions within AdWords. This information is instead available to track through your AdWords account under click attribution. While this option is not available on Desktop, those customers instead have the option to click through to your website’s home page. Clicking through the ad will bring them to your GMB Listing, which then makes contact information available.

One-Click Overview of Your Business

When the client clicks on your ad, instead of being automatically linked through to your website, it will open your Google Business Listing. It allows the customer to get an overview of your business at a glance. Your location, hours, starred reviews, and the map are shown, as well as sections for Q&A, peak hours, and photos. The option to click through to your website and get directions are also available. This is the chance for the customer to get to know more about your business, and in particular, how your business interacts with its community.

While what Google has to say is true, its important not to let the flash of a new advertising option run away with our imagination. Its still a relatively new feature, and there are some outstanding questions on how quality score and keywords effect ad auction and position. This is a great new opportunity, and they are uniquely positioned to reach customers that are lower in the purchasing funnel, like customers that know what they want or need, and are now looking for a place to purchase it. However, it’s important to keep in mind that these ads are in their element when it comes to businesses that are looking to capitalize on spur-of-the-moment transactions. It’s also important to remember that the success of Google’s Local Pack Ads hinges on the businesses interaction within their GMB account. Are the hours up to date; are reviews being replied to; are the questions being answered; are there recent photos and updates? You need to provide the customer with a good experience when they go to interact with your listing, because in some cases it might be the only online interaction they have with you.

At the end of the day, we should be viewing Google’s Local Pack Ads as a fantastic added feature, and not a new marketing strategy. If you already use both GMB and AdWords on a regular basis, it is a great opportunity to capture more advertising space in your immediate proximity. Interested in learning more about the benefits of Google’s Local Pack Ads? Get in touch with us at Strathcom to learn more.

With Facebook, it’s All about Organic Content Now

On January 11th, 2018 Facebook announced a major change to their News Feed algorithm that will cause some impact on brands’ ability to reach users on Facebook through organic distribution.

The change will focus on prioritizing content from friends, family and groups, rather than less public content like posts from businesses, brands and the media.  This means news feeds will likely start to show more pictures of your friend’s new puppy and fewer Buzzfeed articles.

As the changes roll out over the next several months, businesses will most likely see a decrease in their organic reach, but there’s opportunity here… Continue reading “With Facebook, it’s All about Organic Content Now”

Facebook’s Heart Will Go On – Facebook Newsfeed Changes

Facebook newsfeed changes

The Titanic didn’t change directions easily. It changed directions almost reluctantly, because A) it was an ordeal to maneuver such a large vessel, and B) the staff didn’t want to cause concern among the wealthy elites on board (and I don’t have to tell you how that worked out; James Cameron’s 1997 blockbuster probably handled that already). This example is an apt metaphor about how surging ahead blindly in a straight line, without planning far ahead for directional changes, can be the downfall of a large organization. In a recent statement from its founder, Facebook essentially said they’re changing directions, and they aim to avoid such a fate. Here’s what you can expect from recent Facebook newsfeed changes… Continue reading “Facebook’s Heart Will Go On – Facebook Newsfeed Changes”

Social Advertising in a Mobile First World

mobile devicesThe 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”

The Blurred Line Between TV and YouTube: what it means for advertisers

As more and more people turn to YouTube for their entertainment, it is getting more and more difficult to track exactly how many viewers a TV program gets. For example, I think everyone has watched – or at least heard about – Saturday Night Live’s skit in which Melissa McCarthy impersonates White House Press Secretary, Sean Spicer. We all know SNL airs on NBC on Saturday nights (duh), but is that when and where you watched it? Or did you watch it on YouTube?

Watching YouTube videos on smart TV with home media sharing technology.

In a recent Think with Google article, Google discussed how more viewers are watching TV programs on YouTube, and even casting what they are watching on YouTube to their televisions. According to their research, adults are 5x more likely to prefer online platforms over cable TV.

In another Think with Google article, they discussed how programs like ‘Carpool Karaoke’ on the Late Late Show with James Corden – despite being a successful TV program – frequently gets more views on YouTube than on TV.

“The blurred lines of video consumption have changed the way success of any TV show should be measured. That’s particularly true for us since we originally air after midnight. We’re in the relevance business. The first thing we do when we come in in the morning is look at how our videos performed on YouTube. Our executive producer, Ben Winston, says, ‘The overnight ratings just tell us who managed to stay awake past midnight. The YouTube numbers tell us which bits flew.’ I couldn’t agree more.

Case in point: Viewership of ‘Carpool Karaoke’ on YouTube regularly eclipses viewership on the show itself.”

So what does this mean for advertisers? It could mean that the money being spent on TV ads (about $72 billion last year) could be better suited for YouTube. This is one reason that YouTube is now rolling out a Web-TV service called YouTube TV. For just $35/month, customers can sign up for a package consisting of about 40 channels. It has also been speculated that YouTube TV will get about 2 minutes of ad time per hour to sell to advertisers.

It also means that Google’s targeting methods can now be utilized in the TV space, and Google can now sell their advertising in the network ad slots that would have typically gone to cable operators. But Google is insistent that they are not trying to take money away from TV, they just want to play in the TV space.

Will you sign up for YouTube TV if it comes to Canada? Will you be willing to spend $35/month? Let us know in the comment section!

The Top 10 Super Bowl 51 Commercials

friends watching football on TV

Super Bowl LI featured the most exciting 4th quarter in the history of football, Lady Gaga jumping off the roof of the arena, and some really great commercials.  USA Today has released the results of their annual ‘Ad Meter’, where people can rate the commercials that were aired during the big game.  Out of the top 10, 5 were vehicle commercials from Honda, Kia, Audi, Ford and Buick.  Check out the top 10 below:

#1 2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy

#2 All-New Honda CR-V 2017 Big Game Commercial – Yearbooks

#3 Audi #DriveProgress Big Game Commercial – “Daughter”

#4 Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

#5 Tide | Super Bowl Commercial 2017 with Terry Bradshaw

#6 Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams

#7 Big Game Commercial with Cam Newton & Miranda Kerr | Buick

#8 Super Bowl Baby Legends | Who’s Next? | Football is Family

#9 2017 Ford Go Further | Ford

#10 Inside These Lines

The Top Super Bowl Ads on YouTube; by the numbers.

Every year, we look forward to Super Bowl commercials; so much so that the price of these ads has been on a steady incline over the last decade, despite less people watching TV. According to Variety, Fox sold 90% of their commercial spots by December. (For those unfamiliar with the NFL schedule, the teams playing in Super Bowl hadn’t been selected by that time). With demand like that, prices are undoubtedly high.

Football with Chip Bowl and TV Remote

For comparison, the average price of a 30 second slot during game 7 of the World Series this past year was just over $500,000. The average price of a similar spot during the 2016 Oscars cost around $2 million. Super Bowl 50 had reports of a 30 second commercial going for $5 million dollars! With prices like that, it’s no surprise that companies enlist advertising agencies with extensive repertoires to try and make the longest lasting ads. Despite ads only living on TV for seconds, they’re uploaded to YouTube nearly simultaneously and receive millions of views. And in more recent years, 90% of new ads are released on YouTube prior to the Super Bowl.

YouTube reports that brands whose ads are among the top 20 Super Bowl Ads on YouTube (2008-2016), reflect a 30% increase in subscribers in February after the release of a new ad. In fact, YouTube says that in 2016, viewers used televisions for YouTube’s services 3 times more than phones or computers.

Even though the Super Bowl is an American pastime, viewers from all over the globe go to YouTube to watch the ads. There has been a 28x growth in Super Bowl viewers from 2008-2016. The top non-American countries that tuned into the Super Bowl are: The United Kingdom, Canada, Russia and Germany.

Below are the top 10 ads from 2008-2016. Thanks to geo-blocking, we weren’t able to get some of the orignal commericals, but you can still see why these ads got the amount of views that they did.

Budweiser Super Bowl XLVIII Commercial “Puppy Love”, 2014 – Anomaly
Clash of Clans: Revenge (Official TV Commercial), 2015 – Barton F. Graf
Volkswagen The Force: Volkswagen Commercial, 2011 – Deutsch
Budweiser Super Bowl Commercial “Lost Dog”, 2015 – Anomaly
Pokémon #Pokemon20: Pokémon Super Bowl Commercial, 2016 – Omelet
Mountain Dew Mtn Dew Kickstart: Puppymonkeybaby, 2016 – BBDO
Duracell: Trust Your Power – NFL’s Derrick Coleman, 2014 – Saatchi & Saatchi
Bud Light Super Bowl XLIX Commercial – Real Life PacMan, 2015 Energy – BBDO
T-Mobile #KimsDataStash | T-Mobile Commercial, 2015 – Publicis
BMW i3 2015 Big Game Commercial – Newfangled Idea, 2015 – KBS

Worldwide Digital and Mobile Ad Spending is on the Rise!

After eMarketer’s latest update to their 2015-2020 forecast, the key points put focus on the growing spend and digital and mobile’s impact.

They are now predicting that ad spend is going to rise faster than previously expected. Having grown to $550.51 billion, global ad spend saw an increase of 7.2% in 2016. Digital ad spend is set to climb 20.3% to 194.60 billion for 2016. The increased jump is due to the recent Summer Olympics in Rio followed by the US presidential election.

From 2015 to 2020 ad spend growth is expected to maintain between 5% and 9% increase per year. eMarkerter also expects that by 2020 $724.06 billion will be invested in advertising.

Consider how to target the mobile market

Continue reading “Worldwide Digital and Mobile Ad Spending is on the Rise!”

Think with Google – Online Video Planning

Camera lens with lense reflections.

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.

online video planning tips

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!

Adjusting AdWords For Mobile Traffic

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.

mobile traffic

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

10 YouTube Fundamentals

Google sign

We were lucky enough to attend Google’s Video Ignite event at the New York Chelsea office. It was a great event packed with a ton of useful content that we would like to share with you!

Video has been gaining popularity for quite some time now; video even had its own section at Think Auto this year, which was a first. Most of us would agree that we would rather ‘watch’ the internet as opposed to ‘reading’ it, but how do you become successful at utilizing video? Karolina Chodkiewicz, Senior Strategic Partner Manager, YouTube Content Partnerships North America with Google was so kind as to share the top 10 fundamentals of YouTube:

  1. Shareability
    Does your video appeal to users in a way that will encourage them to share you video? Having great content is key, and here are a few things to keep in mind when developing a strategy for your video: is it topical, is it valuable, and is it relatable?
  2. Conversation
    Is there an element of your video that speaks directly to your viewers? This could be content added in the main video or as supplementary content. Think of calls to action and video descriptions!
  3. Interactivity
    Are you able to incorporate your viewers into your content? Are you able to spark a conversation in the comments section and get them involved with what you’re doing?
  4. Consistency
    This is probably the hardest fundamental: updating your video content regularly. We all get busy and forget to make time. Having a schedule and specific video format in place will be key. You also want to make sure you’re portraying the right personality and voice in all of your content.
  5. Targeting
    Do you have a clearly defined audience? You can set your targeting at the video level, show level, and even channel level. Targeting your videos will give you more opportunity to speak to different audiences.
  6. Sustainability
    If the audience loves it, can you make more of it? Meaning, if you spend $40,000 on a video that everyone loves, do you have the resources to keep making videos to that level? Can you continue to hire the right crew for your video?
  7. Discoverability
    Will your content be found? Not every video can go viral, but are you choosing topics that are trending or evergreen (like how-to and DIY videos). Go check out google.com/trends to kick-start those creative juices!
  8. Accessibility
    Can every single video be appreciated by a brand new user or do they need to sit there and watch multiple videos to understand what you’re trying to get across? If you want your content to be shareable, you will want to make sure it’s accessible as well.
  9. Collaboration
    Is there a way to feature guest stars? More and more viewers are relating to YouTube Creators as being more like them compared to traditional celebrities. This means that they take their opinion seriously!
  10. Inspiration
    Is the idea for this video coming from a genuine place of passion and does it fit your overall brand? You want to create unique content that aligns with your brand identity and excites your viewers!

Karolina and her team researched the top performing YouTube channels and found that they all incorporated a combination of these 10 fundamentals which were key to building their success. We’re not suggesting that you need to incorporate all 10 of these items in every single video, but keeping 2 – 3 in mind is definitely a good place to start.

If you’re looking to get some videos created and would like some help coming up with a strategy, don’t hesitate to give our team a call!

Updates to AdWords Keyword Planner

Google announced an update to Keyword PlannerThe AdWords Keyword Planner tool is one of the best resources used by advertisers to pinpoint new opportunities and substantiate investment into paid search campaigns. Earlier this month, Google announced an update to the tool that would require users to have an active AdWords campaign in order to gain access to full data as well as restrictions to users with “lower monthly spend.” Unfortunately, the limited data from these restrictions includes broad ranges for potential search volumes that would greatly reduce the effectiveness of the Keyword Planner.

Although users of the AdWords Keyword Planner are accustomed to working with the ranges provided, which are rounded-up numbers divisible by 10, now the data is even more imprecise. The ranges provided to these restricted accounts are:

  • 0
  • 1-100
  • 100-1k
  • 1k-10k
  • 10k-100k
  • 100k-1m
  • 1m+

It would be reasonable to assume that smaller businesses have smaller AdWords accounts and therefore are likely to be impacted by this aspect to the update. According to Google, “most” advertisers will see the data as usual. Google did not provide specifics on what it deems to be “lower monthly spend,” and therefore at this time, it is unclear what the minimum ad spend is for full access to detailed search volume data.

Car Parts & Service: The Auction Your Dealership Is Missing Out On

The hard truth: winter is coming. And with winter, comes white walkers snow and ice that require consumers to switch from their summer to winter tires. Car parts and services search queries happen year round, but many queries see huge seasonal peaks that your dealership should be capitalizing on.  With the looming seasonal change upon us, is your dealership ready to face the long night?

Continue reading “Car Parts & Service: The Auction Your Dealership Is Missing Out On”

The Changing Face of Television Advertising

Watching TV used to be a common practice; Thursday evenings were reserved for watching your favorite weekly drama, and who can forget buckling in for an hour of intense reality gameshows like Survivor on Monday nights?

How we watch TV has changed
The television game has changed drastically over the last few years. With a smart phone in every pocket and access to the internet almost anywhere, keeping up-to-date with who’s heart was broken on The Bachelor, or which super car was driven on Top Gear no longer depends on getting to your TV in time.

Thanks to technologies like PVR and On Demand programs, viewers are still loyally tuning into their favorite programs except now they can watch what they want, when they want. For advertisers, this means there are even more ways to reach consumers and advertising on TV can still allow advertisers to be there for that part of the customer’s journey.

We know that companies like Expedia, Netflix, and Facebook (and Strathcom) have developed ways to personalize user experiences. My Netflix looks different than your Netflix because of their algorithm. Expedia will show me different hotels than it will show you based on what each of us viewed on their site. Strathcom can personalize the way your website appears based on the location and/or the pages clicked by the user. So how can advertisers adopt this strategy when promoting their brand through TV? Google has answered this question with Addressable Advertising.

Advertisers can now target specific households
Advertisers can show different ads to different households while they are watching the same program. This form of advertising lets the advertiser scale down to show the most relevant and interesting content to the viewer. In other words, you can share your message with only those that are most likely to be interested in your ad.

With any new technology, there are going to be challenges. There were some concerns about the ability to achieve accurate measurement and implementation with Addressable Advertising. However, with the launch of DoubleClick Dynamic Ad Insertion, Google has seen a huge advancement in how to achieve reliability in measurement for this new form of advertising!

For more updates on everything digital, give us a call, or subscribe to our newsletter!

Benefits of Vehicle Descriptions

Vehicle descriptions are a big part of user engagement on a website. Users are more likely to click and on a car when they see a write up that points out why they should buy that car. So what really grabs a viewer’s attention? CAPITALIZED LETTERS? Listing an essay size amount of package options that can turn a reader cross eyed? All these ideas are outdated and consumers skim over them without a second glance.

So how can your write ups engage consumers?

vehicle descriptions

Continue reading “Benefits of Vehicle Descriptions”

Why You Can’t Afford to Skip YouTube

YouTube has about 16.6 million unique users in Canada; if you are not advertising your dealership on YouTube, you are leaving out this audience and these potential customers. Here’s why you shouldn’t skip YouTube.

Before you get into the reasons why YouTube is absent from your marketing portfolio, let me tell you that recent studies have shown that viewers retain 95% of information from video ads as opposed to just 10% from text ads. With advertisers being charged only when users watch their videos, YouTube is one of the most effective and cost-efficient channels to market your business and yet, surprisingly, is also one of the most underused channels in the automotive industry!

Users aren’t just watching videos, they’re also being impacted by them. About 70% of car shoppers say that YouTube influences their purchase decisions. YouTube lets dealerships reach new visitors who are not only interested in their business, but also eager to take action. With call-to-actions on video ads, YouTube also allows potential customers to connect with dealers to begin their car-buying experience. Studies show that 49% of vehicle shoppers who watch a YouTube video ad end up visiting a dealership.

Don't Skip YouTube
Don’t Skip YouTube

YouTube also allows dealers to remarket to specific audiences. This audience might include users who interacted with your ads and are much more likely to be receptive to additional brand messages. Remarketing can reach users who have already shown interest in your dealership and bring them to your website. By letting you reach your most valuable customers, this can lower your cost per acquisitions. And yes, we just touched on one of the reasons that should make YouTube very attractive to your dealership. It is highly cost-effective, costing you only pennies to get your message in front of interested buyers.

Google researchers found that 92% of vehicle consumers visit YouTube every month. With an eager and interested audience like that just waiting to be engaged by compelling offers and enticing visual messages, there are more than 16.6 million reasons why you should be advertising on the world’s second-largest search engine.

Start building an effective YouTube campaign with Strathcom Media today! Call our team at 1-888-914-1444.

Your Guide to Google Engagements Ads: What are they and who should use them?

Step up your strategy on the Google Display Network (GDN) and increase user interaction with Google Engagement Ads. Rolled out by Google in 2013, Engagement Ads allow advertisers to use rich media ads that allow your customers to engage with your ads. Compared to traditional Display Ads in the GDN – that use still images to entice users – Engagement Ads give the customer a choice to play a video, or interact with an expanded canvas. If you’re a business who is looking to improve your GDN game, or to engage with your consumers, look no further.

GDN ads help engage potential customers.

Continue reading “Your Guide to Google Engagements Ads: What are they and who should use them?”

Facebook Is A Must-Have Advertising Platform

In March 2016, Google came out with a case study that highlights how the modern car buying process predominantly involves digital interactions, 71% of which occurred on mobile devices. In November 2015 they stated that 1 in 4 car buyers turned to mobile every day to do research on vehicles prior to purchasing. Google’s 5 big moments should be something all digital marketers think about, which is why I think Facebook is an advertising platform that will strengthen any marketing efforts if executed properly.

Facebook advertising can help you generate more credible leads.Facebook has over 1.65 billion monthly Facebook users1 and that number grows each year. On average, users spend approximately 20 minutes on each Facebook session2. In Canada, about 21 million people are on Facebook and about 16 million of those users are on Facebook every day. Just the sheer amount of daily users should be enough to consider advertising on Facebook, and we haven’t even gone into the features and tools that help you get more leads and engage potential and past customers. Not to mention, you’ve probably heard more than once that everyone is always on their phone. Well, 1 out of every 4 minutes spent on mobile is spent on Facebook and/or Instagram.

Connect with potential customers via Facebook and InstagramIf you want to compete and get ahead of your competitors you should be where people spend their time – Facebook. Not only will people be familiar with your brand, but the people who are truly interested in purchasing will interact with you on Facebook. How, you ask?

  • Your ads can generate website or page traffic which can result in a lead.
  • Competing to engage with people interested in makes or models outside of your own.
  • Facebook allows users to fill out a form directly on the app or website.

The third point should stand out the most. Facebook has lead ads that allow users to fill out a form quickly through Facebook. You don’t even need to worry about a form being too long. Facebook pre-populates their info reducing the time it takes a user to fill out a form. Which means you get all the information you need to get more qualified leads.

Want the best strategies and optimizations for Facebook and Google? Contact one of our Strathcom Online Marketers to learn more.

Statista
Fast Company

Include Bing in Your Online Marketing Portfolio

As a Google Search Partner agency, Strathcom believes we have the highest standards in Google AdWords advertising. We apply the latest tools and strategies to maintain top-performing accounts. But often overlooked is our ability to provide excellent performance on the Bing Ads Network. Bing has grown quickly to become Google’s top competitor in the search engine market, so it’s important for your business to not overlook its potential. But which platform is the best for you? Look no further, as we breakdown some of the highlights of advertising with Bing.

Bing

Bing’s Ads Platform is Identical to Google AdWords

Setting up and maintaining your account on Bing is practically identical to Google. The same tools and metrics used to measure the performance of your AdWords accounts are also used in Bing. Plus, you are able to import your AdWords campaigns directly to Bing , so you won’t have to recreate campaigns that have proven performance. Bing also provides a similar tool to AdWords Editor, conveniently named Bing Editor, which allows you to make changes to your account offline.

Setting Monthly Budgets to Campaigns in Bing

A feature available exclusively to Bing is the ability to set your budgets to a dollar amount that will be spread throughout the month, as opposed to capped each day. This ensures that your monthly budget is spent accurately instead of being over/under-spent during the month due to your daily pacing.

Bing Ad Group Settings

Unlike Google, which limits settings on only the account and campaign levels, Bing allows you to make settings at an Ad Group level. For individual ad groups, you can set advanced settings such as geo targeting, language, and ad distribution. This means that if you would like to advertise your pickup trucks to rural communities surrounding your dealership, but the sedans within city limits, you can do that without having to create multiple campaigns.

Multiple Bid-Adjustment Options in Bing

Google AdWords gives advertisers the ability to increase/decrease bids for mobile devices, locations, and the time of day, depending on performance. Bing takes bid adjustments one step further and gives advertisers the ability to modify bids for tablets and smartphones, age groups, and gender. If you’re noticing that the tablet traffic indicates high interest in your SUV inventory from females between the ages of 35-49, then you can set bid adjustments to capitalize on the opportunity.

Still not Convinced?

If you’re confident that killing it on Google is enough for your online advertising strategy, think again. Compared to Google, there is very little competition in Bing auctions, meaning a lower cost-per-clicks, better average positions, and higher click-through-rates for similar content. Also, when you combine Bing’s 13% share of the search engine market with Google’s 71%, you can conquer almost 85% of available searches in your market. At Strathcom, we provide optimal advertising performance on both Google and Bing. Call our team at 1-(888)-914-1444 to find out how you can get started in online advertising!

Credible Alternatives to Google Adwords Advertising

Digital Advertising is becoming the new norm – this marketing channel has rapidly developed into a preferred advertising channel and shows no signs of slowing down. Companies love digital marketing because of its ability to be targeted, engaging and easily measurable. You know your outreach is going to people who want your information, you have the ability to reach your audience when they are on-the-go, and the metrics of digital advertising are built right in so you can see how the channel is adding value. Google is definitely the leader of the online advertising realm with millions of Canadians using Google every day to search the web.

 

Continue reading “Credible Alternatives to Google Adwords Advertising”