Ah, the age-old Ad Click vs. Website Visit dilemma! Sorry to have to tell you this but a click does not always translate into a visit. There are a million reasons why this happens and here are a few: Ever hear of “fat fingers?” That’s when someone clicks on your ad by mistake. It happens. Then there are the impatient people (don’t look at me!) who will abandon a web journey if a web page doesn’t load fast enough. Some users make it successfully from the ad to the website, but they don’t stay long enough on the page to be tracked and counted. Other questions? Reach out. We'd love to chat!
A/B testing is about placing two different versions of a creative message into a media plan, letting the ads run, tracking metrics to compare engagement earned for each iteration, and ultimately drawing conclusions based on that data. The reason that’s important and worth doing is that creative teams often design ad campaigns without market testing in advance. Most clients just don’t have the luxury to invest in the upfront research so A/B testing lets us learn as we go and make changes or replace ads that aren’t resonating as well with our audiences during the course of a campaign. Want to set up a media campaign and A/B test your ads? We’re ready when you are!
Marketing tactics are often divided into two categories: “push” and “pull.” On the push side is outbound, which includes advertising, PR, events, and other methods that build consumer awareness and move audiences towards the top of the sales funnel. Inbound falls into the pull column. Here, marketers typically use content in the form of direct mail, email, blogging, organic social media, etc. to build a deeper relationship with prospects and pull them further towards conversion. Here at Richardson Media Group, we combine push and pull tactics to help our clients navigate the customer acquisition process successfully. Learn more about inbound and outbound marketing and connect with us today!
Creative fatigue is a real thing! Running the same set of ads over an extended period of time may eventually result in audiences losing interest and decreased campaign engagement. Especially for longer duration campaigns, it’s always a good idea to plan for a mid-campaign creative refresh. Touch base with us to learn more about how we bring value to our creative partners and lots of other advertising campaign best practices!
There are a myriad of reasons why Google may hesitate to serve your paid search ad. I would start by taking a look at your website’s Quality Score, an important (and ever changing) algorithmic calculation (apologies for all the buzzwords!) that Google makes based on a series of key factors like: landing page content relevance, keywords, onsite user experience, adherence to privacy rules, page load speed and more. Get in touch to learn more about Google’s algorithms and how to improve your website’s Quality Score!
While click-through rates (CTRs) are no longer the be-all and end-all of campaign metrics, they are still a valuable measurement. An average CTR is calculated by dividing the number of clicks by the number of ad impressions delivered. The resulting ratio (percentage) gives information on how audiences have interacted with your ads. WordStream has a great article that shows average CTRs across different categories. Factors such as where ads are being served or what industry the ads represent can determine whether advertisers see a higher or lower CTR. For example, we’ll always see a higher CTR from paid search than we will from a display banner. Get in touch for more information on CTRs and to learn about other fascinating media topics!
I get asked this question all the time! The simplest answer is that the size of your media budget depends on your campaign goals. A few factors that determine how much we’ll recommend our clients spend are: the size and scope of the target audience, geographic reach, and your competition’s advertising presence. Another important consideration is how well does your prospective customer base know your brand? Are you starting from scratch or seeking to maintain (or grow) an already established level of familiarity? We’d love to chat with you about setting your campaign goals, determining media budgets and all other aspects of the media planning process!
Google, the world’s largest search engine, recommends better security for all websites. You may have noticed the words, “Not Secure” to the left of the address bar when you land on a website that is not secure. Websites involving e-commerce or other financial transactions are especially at risk of a security breach. Security is also linked to better SEO and signals to your web visitors that you are staying abreast of today’s digital best practices. Contact us if you want to know more about this topic.
Sure! Campaign landing pages typically serve two main purposes, to receive traffic from your ad campaign and to drive conversions. Here are a few best practices to follow:
For more landing page best practices, send us an email or give us a call!
Everyone agrees about the benefits of maintaining a blog on your website, but there are many schools of thought about blog posting frequency. My recommendation is to post as often as you are able, whether that is every week, once a month or quarterly. The most important thing is to make sure your blog contains content that is topical and relevant to your brand and contains language specific to your business or industry. Quality over quantity is always the best approach.