Today’s retail marketers have become pretty sophisticated about knowing who their customers are, and where they come from. That’s why local advertising makes perfect sense for so many brick and mortar businesses throughout the Delaware Valley. Your customers are local and your ads should be local too.
While retailers have more advertising choices than ever, many media choices limit targeting to the basics – age, geography or gender. But Wilmington-based DBCi is able to use big data and hyper-local digital tools to dramatically improve local targeting options. While basic demographics are still relevant, digital targeting allows us to go much deeper into the details of who your customers are. Now it’s not only possible to reach the people most likely to be interested in your product, with a little extra effort you can also reach customers at the critical moments in which they are most likely to consider you. We call this turbo targeting.
HOW DOES TURBO TARGETING WORK?
Turbo targeting works a little differently for each type of digital advertising tool you consider. For example, in Google you can target people in hundreds of ways, based on their online behaviors, interests, profession, geography or website activity. Email marketing allows you to choose from hundreds of descriptors and interests. This enables you to send emails only to the people most likely to want your products and services. Turbo targeting can also be used for mobile applications, since so much research and information is gathered on smartphones and tablets while customers are out and about.
WHERE DOES ALL THIS AUDIENCE TARGETING DATA COME FROM?
While each platform collects data in different ways, looking at Google’s data collection methods can give you good insight into the process. According to Google, there are three basic types of information they collect – what you do, personal data, and “things you make” which includes you g-mails, contacts, calendars, photos, videos and documents. Online tools like Google then cross-reference the proprietary data they’ve collected from their users with subscription data from giants like Experian and Acxiom, or industry resources like Cobalt. Information collected online combined with huge offline databases allows digital marketing tools to offer businesses like yours unprecedented precision. You have access to thousands of types of criteria, which allows you to be very precise about what you say, when you say it, and who you say it to.
ONLINE TARGETING TOOLS ARE FREE TO ADVERTISERS
Before digital marketing, gathering and analyzing audience information was so time-intensive, it was a stand-alone expense. You paid for audience analysis, and then you paid for media. Today, not only are the audience analytics exponentially better, they’re also free to advertisers. That means that whether you
spend $100 or $1,000,000 in advertising, you all get access to the same kinds of deep, well-defined databases. But it’s important to note that you can only access this information while on the digital platform. You won’t be able see granular details and you won’t be able to download or export the information onto other platforms. So you can’t gather data from Google and use it on Facebook campaigns.
WANT SOME IDEAS ON HOW TO GROW RETAIL TRAFFIC USING TURBO TARGETING?
While it’s always great to hear what you can do, at DBCi, we also like to show you how these kinds of tools can help your business grow. Here are some ideas to get you started:
Google Pay-Per-Click: When you sponsor your search engine listing, you can limit that sponsorship so it only appears to certain people. Limit your pay-per-click campaign to people in your geography. Define your audience by their interests and behaviors, and then pay to have your business ranked on search pages. You pay based on the number of click-throughs, so you only pay when ads are successful. DBCi is a Google Partner and can help you set up effective campaigns that produce results you can see.
Email Marketing: Big retailers use email for one reason – it works. Use emails to offer limited-time deals, promote sales or announce new products and services. We can help you create lists and emails that increase traffic and drive sales.
Mobile-Responsive Websites: Once people click through to your site, make sure they can navigate the site easily on their mobile devices. Effective mobile website have quick load times, are easy to use and present information in engaging ways. Because more people access websites on mobile than on desktop, if your business’s mobile site isn’t loading quickly enough or is difficult to navigate, your customers will move on. The DBCi team can make it easy and affordable to optimize your website on mobile devices.
WANT TO SEE HOW WE CAN HELP YOUR BUSINESS?
These three tools are just a sample of the dozens of tools and approaches we can create for your business. Let us use today’s sophisticated turbo targeting to help your business increase foot traffic, generate leads and grow profits. Contact us and we’ll help you find new ways to apply turbo targeting to your business.
Google has a great reputation of making its products user friendly and easy enough so that even the most non tech savvy users can navigate. Just think…Gmail seems to have taken control of the email market, Google Business is a go-to for hours and directions, and google+ for business reviews.
But there are also many other products, more geared towards business owners, that while sure they SEEM super easy, but ultimately partaking on your own wouldn’t be the best idea – PPC (pay per click) being one of them. But just because you can and are able to take on this venture yourself, doesn’t always mean that’s the best approach. Business owners and marketers have the best of intentions when they take on PPC without the help of a professional. And why wouldn’t they have high hopes when Google makes it look so easy and is usually accompanied with fun, upbeat videos?
Now, I’m sure there are a lot of smart, self-taught business owners and in-house marketers who have found some success with PPC. But they also have their day jobs, and that’s where it gets tricky to stay on top of all the newest paid search features, trends and strategies that are essential for staying ahead, not to mention trying to monitor and optimize the account daily in between everything else.
Not surprisingly, many do-it-yourselfers end up seeking the help of a professional at some point, and here at DBCi, we are working with a number of those types of clients. From those, we typically see three common mistakes that those who take on PPC themselves make.
Let’s look at those now, and if you’re a DIYer, be sure you’re not making these all too common “mistakes”
1) Bidding too low
You’ll know if your bid is too low in Google AdWords if 1) your maximum cost per click (max CPC) bid is lower than what Google shows as the average cost per click (average CPC) for your keywords, and 2) Google shows that your keywords are below the first page bid estimate.
It can be quite frustrating to create an entire Google AdWords campaign only to discover your ads are not running because your bid is too low. So it’s essential for you to find out when your bid is too low in Google AdWords.
2) Trying to do too much in one ad group
Each ad group should have one job to do, with one focus. A common mistake is to try to make one ad group do too many things by including keyword phrases that are too dissimilar.
If you’re a DIY PPC person, this intro video from Google illustrates how to organize your account conceptually.
Having focused ad groups helps you better tailor the message of the ads that are served for those key terms to make them more relevant to your audience and your business.
3) Not keeping up with innovations
One of the hardest parts of AdWords management is keeping up with all the new features and strategies. It truly is a full-time job. So when you already have a full-time job, it’s nearly impossible to do. This means you can miss out on big opportunities. Opportunities like call-only ads.
If you dabble in PPC internally and take a few days or sometimes even weeks off, you might come back many new AdWords features you now have to learn in addition to your regular workload. It’s just not worth it!
In the end (even though I’m sure Google would beg to differ), businesses that want to remain competitive with their search ranking — and make good money from PPC — should always consider hiring a professional to manage their accounts full time.
If you’re a DIYer, make sure you at least look into some of the pitfalls I outlined here to see if you can make immediate improvements to your PPC account. Need help? Don’t hesitate to contact DBCi today to see what changes we can make for you!