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KCDMA 70th Anniversary Luncheon - A Marketer's Guide to PPC Ad Extensions

KCDMA Recap: A Marketer’s Guide to PPC Ad Extensions

At this month’s KCDMA luncheon, Erik Dahlstrom from Emfluence presented a marketer’s guide to PPC (pay per click) ad extensions. Before we get into that, let’s talk about the basics of creating a Google Ad. Go to ads.google.com You must have a Google account for your business and be logged in to start a Google Ads campaign. Select campaign type – search, display, app, shopping, video. Create Google Analytics account if you don’t already have one, then link your Analytics to your Google Ads and set up Goals to track conversions. Go back to Google Ads to import Google Analytics goals. Select campaign settings in Google Ads, such as audience, run dates, budget, bidding and ad extensions. Set up ad groups and select keywords. Create ads for each ad group. Campaigns are now created and you can modify specific strategies for each campaign. Payment method needs to be set up before running a campaign. There is an excellent tutorial with more details on setting up Google ads at https://www.youtube.com/watch?v=zLeduV-d7lc Notice in step 6, I mention ad extensions. Erik says no…

Screenshot example of Monthly Google Analytic Report

How to Read your Monthly Analytic Report about your Website Traffic

If I am the person you call to make changes on your website, you might have noticed a new report in your email the past few months. The report is sent the first week of each month. We now send out monthly reports about your website traffic. Look for an email with the subject: “(Your store name) Website Report”. If you can’t find one you might also try looking in your spam folder or search for “From” noreply-analytics@google.com. Attached to this email you should find an attached .pdf file: “Analytics All Web Site Data (your store name) Website Report (beginning and end dates).pdf”. If you can’t find this report and would like to see it, shoot me a email with the address of where it should be sent or your phone # so I can give you a call. Here are some guidelines to help you read this report: Q: What is a “Session”? A (from Google): A session is a group of user interactions with your website that take place within a given time frame. For example a single…

Digital face depiction

Internet Technology and It’s Crazy Capabilities

I attended a presentation on technology and consumer trends. Here’s a little of what I came back with. Ever log onto the Interwebs to browse your favorite sites and an advertisement pops up? Of course you have. Did you think it was coincidence that the ad was promoting something you had searched before? Well, it wasn’t. In fact that advertisement was specifically for you. I know you’re thinking to yourself. How is that even possible?! I knew the government was hiding aliens! No, not really, well maybe, who can really be sure. What I can tell you; is that aliens didn’t generate that advertisement; it was delivered to your screen by something called AI (Augmented Intelligence). Augmented Intelligence is a technology that analyzes 2.5 Exabytes per day. What’s an Exabyte? I know, I had to look it up too, but to save you time I’ll share. An Exabyte is one quintillion bytes, or one billion gigabytes. Gigabytes are one billion bytes, so it’s a billion times a billion times 2.5…A LOT of data. We all contribute data. The sites you…

Woman Holding Purse and Shopping Bag on Smartphone

Using Retail Technology to Create a Personalized In-Store Experience

With the ever-changing technology landscape for the retail industry, have you ever stopped to think about how you can use this technology to create a better in-store experience for your customers? Some retailers wrongly assume that because so much of our everyday lives have become dependent upon technology, retail technology is slowly replacing the brick and mortar store. In fact, retailers can (and should) use digital platforms to enhance the in-store interactions with their customers. During last week’s Coffee with CART, the discussion revolved around several articles highlighting the ways in which retailers are using technology to enhance the in-store experience. For example, Street Fight magazine explained how the designer denim company, True Religion, is providing their in-store customers with a more personalized shopping experience that involves the brand’s Apple Watch app. Associates working in the store are alerted on their Apple Watch when a member of the brand’s loyalty program have entered the store. The app pulls pictures of the customer from their social media profiles so the associate will be able to recognize the customer and greet them…

photo of eye tracking device

Eye Tracking for Website Analytics

I was reading an article recently about eye-tracking systems that are being used in the gaming community. While someone is sitting in front of a computer monitor or other electronic device running a video game, this tracking device can see where someone is looking or see the motion of an eye relative to the head. Eye Tracking has been used in industries such as automotive, medical, aviation, psychology and the Department of Defense. This is also the same technology Google used for Google Glass. Considering its capabilities, I can also see where it would be helpful in the area of website analytics and user behavior. We currently use Google Analytics to track on each website where users are going when they come to a website. We can see what page they begin their visit on, what page they exit from and each page they visit in between. We can also see how long their visit is on any particular page. With some extra effort, it is possible to find out what links are clicked on. The information we are not…

The New Way to Taco Bell Isn't On Twitter It's Only In the App

Listen Up: Using social media chatter to build a stronger brand

“What is possible when you know what the whole world is thinking about any topic at any time?” – John Heywood, Twitter It’s an almost overwhelming question that John Heywood, product manager at Twitter, poses to businesses and brands. Yet at the same time, it’s amazing to think about the information that can be pulled from open social media platforms like Twitter, and how businesses can use that data to provide the best experience for potential and current customers. Heywood posed this question at the recent American Marketing Association webcast, sponsored by NetBase™, titled “Millenials & Social: How Taco Bell Reached Millions with Mobile App Launch.” In addition to Heywood, the webcast was also led by Mihir Minawala (manager of Social, Industry & Competitive Intel, Taco Bell) and Pernille Bruun-Jensen (CMO, NetBase). All three companies worked together to launch the new Taco Bell ordering app. They used this launch as an example of how new social media data is being used in exciting, ground-breaking ways to succeed in marketing to millenials. NetBase and Twitter teamed up to provide Taco Bell…

Three Ways to Improve Your Conversion Rate

Whether it’s signing up for emails, joining an e-club or even encouraging customers to contact you about a problem, your website is asking them to do something. One sure-fire way to measure the success of your call-to-action is with your conversion numbers, something I explained how to interpret your conversion rates on my previous post on the best three Google Analytics metrics to use.  An average conversion rate is typically between three and five percent, but if you are looking to go beyond that number here are a few small tips that could have big returns. Have the Right Headline Think of your headline as the appetizer of your restaurant. You want your customer to continue on for the full meal, you have to satisfy them with this small sample of what’s to come. In the same vein, to improve your conversion rate you need visitors to stay on your page for the prerequisite amount of time, and having a good, attention-grabbing headline at the top of your page is the way to do that. You don’t have much time…


Coffee with CART (1/15): Better Understanding Your Customers Through Technology

Coffee with CART (Center for Advancing Retail and Technology) on January 15th focused on the recent National Retail Federation Show, which is the major tech show for all retail sectors, attracting 34,000 attendees and more than 500 vendors. Discussions throughout the show highlighted in-store analytics. Andrea touched on the need for shopper intelligence in last week’s Coffee with CART recap. This week, they went into detail about what that actually means. Affordable technology gives you the ability to understand customer traffic throughout your store, much like you’d be able to easily track online shoppers. While you can use loss prevention video surveillance to accomplish this, mobile-based technology allows you to detect a shopper’s wi-fi enabled mobile phone and  anonymously track their movements around the store. You can see the departments and aisles they’re visiting and the amount of time they spend in each location. You can even see how long they spend dwelling on a set of products and if it results in a sale. This can help you learn the effectiveness of your endcaps and displays throughout the store.…