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?

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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!

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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

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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.

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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.

 

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How Mobile-Friendly Are Your Ads?

Mobile search has become a way of life for consumers. In fact, Google proclaimed that 2015 was the first year that saw more searches being done on mobile devices than on desktops and laptops combined. Not surprisingly, more and more people conduct their research online before making a purchase, and automotive customers are no different. Buyers are now Googling vehicle brands, reading reviews, comparing models, and visiting dealership websites before finally deciding on which vehicles they’re interested in and where they will be purchased.

Customers are spending more and more time on their smartphones

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