BarnRaisers


40 Google Adwords stats to guide your marketing strategy 0

Posted on May 13, 2018 by Rob Petersen

Google Adwords

Google Adwords is the 800 lb. gorilla of digital advertising. And marketers now spend more on digital ads than television advertising.

Consider these stats:

Here are 40 Google Adwords stats to guide your marketing strategy.

  1. 98% of searchers choose a business that is on page 1 of the search they query.
  2. 97% of mobile search spend comes from Google Adwords.
  3. 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused.
  4. 80% of global internet users are reached by Google Adwords Display campaigns.
  5. 78% of US search revenue is earned by Google.
  6. 78 of local searches on mobile result in offline purchases.
  7. 72% of AdWords marketers plan to increase their PPC budgets.
  8. 70% of mobile searchers call a business directly from Google Search.
  9. 66% of buyer-intent keywords are paid clicks.
  10. 60% of all digital ad spend comes from Google and Facebook.
  11. 52% of people who click on a Pay-Per-Click (PPC) ad go on to call the advertiser.
  12. Over 50% of people who search on Google cannot differentiate Paid from Organic entries.
  13. 50% higher conversions for PPC traffic than organic.
  14. 49% of Google ad clicks come from smartphones.
  15. 48% of digital ad spend is paid search.
  16. 41% of clicks on a search page come from the top 3 Paid Search ads.
  17. 36% of searches on Google are associated with location.
  18. 33% of global digital ad revenue comes from Google.
  19. 33% of all Google search clicks are generated through mobile.
  20. Less than 5% of ad publishers revenue goes to Google and Facebook.
  21. 7.94% is the average click-through rate for an ad in the first position.
  22. 2.19% is the average Conversion Rate for the Home Goods industry.
  23. Over 2 billion bad ads were taken down by Google in 2016.
  24. Over 4 million store visits have been tracked from Google Search Networks.
  25. 2 million publishers use Google AdSense.
  26. 100,000 publishers were removed from Google AdSense in 2016.
  27. 1.2 million businesses advertise on Google Adwords.
  28. 350 businesses advertised on Google Adwords when it started.
  29. 300,000 mobile apps currently serving Google Mobile Ads.
  30. $935.71 is the most expensive keyword on Adwords on a Cost-Per-Click (CPC) basis. It is for “best mesthelima lawyer.”
  31. $135.17 is the Cost Per Action for the Legal industry.
  32. $60.76 is the average Cost Per Acquisition for Google Adwords Display ads.
  33. $59.18 is the average Cost Per Acquisition for Google Adwords Search ads.
  34. $55 per click is the cost of a keyword using the word, insurance.
  35. $6.91 is the Cost Per Action for Dating and Personals industry.
  36. For every $1.60 businesses spend on Adwords, they make an average of $3.00 in revenue.
  37. In Q2 of 2012, Google’s revenues rose 35% to $12.21 billion. In the same quarter, aggregate paid clicks went up by 42%.
  38. AdWords advertisers can now target by Congressional District.
  39. Amazon is the largest Google Adwords advertiser.
  40. Facebook is a distant 2nd at $36 billion in ad revenue in 2017 to Google at $74 billion.

If you want to know how Adwords and the Google Ad Auction works, below is an infographic that explains it.

Do these stats teach you something new about Google Adwords? Do you think your business benefit from Google Adwords?

how Google Adwords works

What is the difference between a metric and KPI? (Video) 0

Posted on May 07, 2018 by Rob Petersen

A metric is a standard of measurement. A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs to evaluate their success at reaching targets.

What’s the difference? A KPI is a “metric that matters.” It relates directly to the business’s objective or goal to help keep the strategy on track. Because a KPI is a metric that matters, a KPI is a metric that is tied to a target.

The video above explains the difference and offers examples.

Anivash Kaushik, Digital Marketing Evangelist at Google, says a key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives. Here’s how other experts define the difference between a metric and a KPI.

How do you chose KPIs. Look for the key metrics that:

  1. Relate to your business objective
  2. Provide context by being tracked over time
  3. Are based on legitimate data
  4. Are easy to understand
  5. Create meaning
  6. Can be acted upon
  7. Do it with the key stakeholders who are accountable

The video was created by Rutgers Business School Executive Education. I have had the privilege of serving on their MBA Faculty for 8 years. The Rutgers Business School is ranked #3 in the nation in MBA employment.

Rutgers Business School Executive Education offers Mini-MBA’s in Digital Marketing and Social Media Marketing. They occur offline in a week-long curriculum in an open classroom. Or online over 10 weeks at a pace that accounts for an executive’s busy work schedule. Digital Marketing is ranked among the Top 30 Best Value certificate programs.

Both consist of the same 10 modules that include: Digital and social strategy development, search engine optimization, paid search, content marketing, mobile marketing, video marketing, customer experience and measurement and ROI.

Either is going to up your game in fastest growing marketing channels, help advance your career or assist you in your own reinvention.

Does this video explain the difference between a metric and a KPI to you? Is your organization ready to put to use the KPIs that keep your business strategy on track?

 

 

12 inspiring digital marketing case studies prove ROI 1

Posted on April 30, 2018 by Rob Petersen

digital marketing case studies

Digital marketing case studies show how businesses and brands produce great results with the benefits of digital targeting, media selection and data analytics.

Here are a few reasons why companies are moving in this direction.

  • 86% of women turn to social networks before making a purchase (Alist daily)
  • 49% of organizations do not have a clearly defined digital marketing strategy (Smart Insights, Managing Digital Marketing research report)
  • 40% of marketers say proving the ROI of their marketing activities is their top marketing  challenge. (HubSpot, State of Inbound)

Here are examples of companies large and small, B2C and B2B to help spark great content, creative thinkingand execution at your organization, 12 inspiring digital marketing case studies that prove ROI.

  1. BRITISH TELECOM: Managed to save £2m per year by routing around 600,000 contacts per year through social media instead of its call centres. This also improved the customer experience, as these people preferred to deal with BT via social instead of phone or email.
  2. CLEAN & CLEAR: Used Snapchat to help raise awareness of its Morning Burst facial cleanser among females age 13 to 24. Clean & Clear partnered with Snapchat to run animated Snap Ads that reached the right people at the right time. Clean & Clear used Snapchat’s Lifestyle Categories to optimize its Snap Ads between Stories campaign and reach Snapchatters more likely to be interested in beauty. Clean & Clear’s Snap Ads and Filters campaign generated an 11.2% lift in Aided Awareness (5.5X higher than Millward Brown Norms) and a 7% lift in brand favorability (3.5X higher than Millward Brown Mobile Norms).
  3. CREME EGG: Switched ad spend from TV to Facebook in this example of digital marketing case studies. A seasonal social media campaign invited people to ‘Have a fling with Crème Egg’ on Facebook, created a long series of one-off posts that fed into an overall narrative across the three months. Facebook matched TV in driving brand consideration for a third of the cost increasing sales by 7% as a result.
  4. FISHER TANK: A welded steel tank constructed with a sales cycle of 12 months to several years. They used an Inbound Marketing approach would attract more (and more qualified) prospects to their website and give the company a chance to demonstrate how they think and what they do. They developed a more visually attractive site, and one that was a magnet for search engines. They included calls-to-action to download content of interest and value to prospects (primarily engineers, owners and facility and project managers) and integrated a blog with social sharing abilities, established company social media profiles, and optimized the site with the right long-tail keywords to get Fisher found in more searches. As a result, 1) website traffic increase by 119%, 2) quote request increased by 500% and 3) drove up the value of qualified sales opportunities by $3.4 million.
  5. HCC MEDICAL INSURANCE SERVICE: Infographics have been overused in recent years, but they’re still an effective medium for content marketing.HCC Medical Insurance Services (HCCMIS) managed to increase blog traffic and email revenue using an infographic aimed at its travel customers. Compared to its normal sales emails the infographic achieved a 96% lift in email revenue, while on Facebook the post that featured the graphic had more than 2,000 interactions compared to an average of 10.Overall HCCMIS’s blog post featuring the graphic achieved 3.9m views, of which 90% were new visitors.
  6. IBM: trained its sales people to use LinkedIn and Twitter, and also gave them access to a content calendar so they had relevant things to share. In this example of digital marketing case studies, the program resulted in 4x more sales year-on-year, though there are a few caveats to take into account.
  7. KLM: Noticed, from one of its employees, that a lot of people were asking about social payments, so they spoke to KLM’s IT and accounts teams to see if it was possible to set it up.This resulted in a new social payments tool, which cost €3,500 to setup and now takes €80,000 per week in sales.
  8. MANN FAMILY DENTAL: A comprehensive family care and cosmetic dentistry practice, wasn’t generating leads that would convert to patients. The creation of a blog on their website saw an immediate rise in phone calls. They used social media to strengthen and increase that organic referral web by engaging with their patients on Facebook. They focused on long tail keyword with local geographic terms. Mann Family Dental saw a: 1) 270% increase in web traffic 2) 10X increase in leads and a 3) 50% increase in patients generated from the website.
  9. NEUTROGENA: Used shopping basket data to identify competitor products loyal customers were already buying that were within their own range. Neutrogena knew they had a loyal base of customers, but 75% of shoppers were only buying items within a single segment of the Neutrogena range. They created a “product pairings” campaign delivered through video, banner ads and coupons to drive sampling. Consumers were targeted based on their personal buying habits. They saw an Increase in incremental sales with 18.1 million households reached and a  £5.84 return on advertising spend (ROAS).
  10. NILLA WAFERS: used Facebook to reinvigorate its Nilla Wafers brand and boost sales. A study showed Nilla Wafers sales increased 9% in test market locations among consumers who saw Facebook ads versus a control group of consumers over the course of a five-month campaign. The Facebook ad campaign for Nilla Wafers also was able to reach 11.3 million households through 190 million total impressions (16.8 impressions per household).
  11. SNICKERS: Targeting fat-fingered typists, this clever search campaign from Snickers used misspelled words in Google keywords to capture hungry office workers’ attention during the working day. The chocolate bar brand managed to reach 500,000 people within just three days of launch, without any seeding and for less cost than bidding on brand keywords.
  12. W HOLLYWOOD: Knew their luxury condominiums were expertly-crafted. Vibrant homes in the L.A. spotlight are eye-catching to many people. They created a lead-generation strategy which included SEO and Facebook ads to drive engaged visitors to the site. Google AdWords campaigns targeted specific areas within the California region and other cities where qualified lead potential was determined. The campaign resulted in: 1) 115% increase in conversions from Google Adwords, 2) 63% increase in site visits from SEO and 3) 1,800 goal completions from Facebook.

Do these digital marketing case studies inspire you? Did they prove ROI to your satisfaction? Could a creative digital marketing program help increase business in your organization?

30 fascinating facts about personalized marketing 0

Posted on April 16, 2018 by Rob Petersen

personalized marketing

Personalized marketing (or one-to-one marketing) is the implementation of a strategy where companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology.

The goal of personalized marketing is to truly engage customers or prospective customers by communicating with each as an individual.

Personalized marketing is one of the biggest trends in digital marketing, especially with the interest in artificial intelligence.

Here are 30 fascinating facts about personalized marketing.

  1. 90% of consumers find personalized marketing content very or somewhat appealing, with just 4% saying that they find it not very or not at all appealing.
  2. 78% of consumers are more likely to be a repeat customer if a brand provides targeted, personalized offers.
  3. 78% of consumers say that personally relevant content increases their purchase intent for a brand’s products and services.
  4. 75% of consumers prefer personalized content.
  5. 74% of online consumers get frustrated with Web sites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.
  6. 71% of organizations use web analytics software for personalization purposes, with 56% saying that their most used personalization technology is a content management system.
  7. 71% of consumers believe that grocery and drug companies’ websites and mobile apps are doing very or somewhat well at delivering personalized experiences.
  8. 68% of companies prioritize personalized content experiences. The most common solutions invested in are: Web Content Management (60%), Email Marketing (53%) and Tag Management (51%).
  9. 66% of marketers personalize their e-mail content by age, compared to 38% who use consumer age data to personalize social media content.
    For 66% of marketers, one of the big struggles with personalization is securing internal resources to execute personalized marketing programs.
  10. 65% of marketers say they use personalization in e-mail marketing, compared to 18% who are using personalization in mobile apps.
  11. 65% of consumers aged between 18 and 34 cite personalized support as their preferred form of retail personalization, compared to 10% who cite personalized advertising.
  12. 63% of respondents say increased conversion rates as the main benefit of website and in-app personalization, whereas 32 percent cite increased e-commerce revenues as the main benefit of this tactic.
  13. 60% of respondents say that location is one of the key criteria they use when targeting for personalization, with 48% saying that they look at previous visits behavior.
  14. 60% of marketers struggle to personalize content in real time, yet 77% believe real-time personalization is crucial.
  15. 56% of marketers less than 10 percent of their marketing budget for personalized digital communications, whereas 6% of marketers report using 31% to 40% of their budget on personalization.
  16.  55% of consumers feel that Amazon is the best at delivering personalized experiences online, whereas 38% of feel Facebook is best at online personalization.
  17. 48% of consumers say companies using their purchase history for shopping recommendations sent to mobile phones behavior is acceptable to them as long as they could opt out at any time.
  18. 45% of consumers won’t spend time with branded content if it’s not relevant to their interests.
  19. 39% of marketers have seen increases of at least 20% on their most important metric using website personalization technology.
  20. Only 39% of retailers send personalized product recommendations via email.
  21. 32% of consumers expect to get a relevant discount within an hour of interacting with a brand in a way that allows that brand to identify them, with 25% of expect to receive a personalized newsletter within one hour.
  22. 23% of marketers find that data quality was the largest obstacle to personalization.
  23. 19% average uplift in sales for brands using personalized content.
  24. 18.8% email open rate for emails with a personalized message as compared to 13.1% without any personalization.
  25. Only 11% of marketers are extremely satisfied with their levels of personalization in web applications.
  26. 10% improvement in click through rates and conversions for email with personalized message.
  27. Digital content is expected to grow 50 times between 2010 and 2020.
  28.  Personalized emails deliver six times higher transaction rates, but 70% of brands fail to use them.
  29. The biggest challenges with personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%).

Do these personalized marketing fact have an influence on you? Does your company need help executing personalized marketing?

How well Facebook knows us from our Likes. 13 facts 0

Posted on April 09, 2018 by Rob Petersen

Facebook knows

Facebook knows us well from its user data. The alleged illegal data mining of as many as 87 million users acquired by Cambridge Analytica means others might know us well too. Better than we want them to.

The NY Times reported that in 2014 contractors and employees of Cambridge Analytica, eager to sell psychological profiles of American voters to political campaigns, acquired the private Facebook data of tens of millions of users.

Some of the user data in question was accessed by authorizing the app “thisisyourdigitallife,” by Global Science Research, a personality app that told users the information was anonymous and for physiological research.

Around 270,000 people actually accessed the app. It gathered data on those users’ friends, until it had access to information from millions of users.

What type of information is gathered? What can people do with it? Here are 13 fascinating and frightening facts Facebook knows from our Likes.

  1. After you “Like” just 10 Facebook pages, advertisers (or political campaigns) can know you as well as a colleague, according to research from Cambridge University in the U.K.
  2. After 70 “Likes” as much can be deduced about you as a close friend knows
  3. After 150 “Likes,” you’ve given up as much about yourself to Facebook as your parents know
  4. 78% of people who “Like” brands on Facebook like fewer than 10 brands
  5. 76% of people have never “un-Liked” a brand
  6. 56% of fans say they’re more likely to recommend a brand to a friend after becoming a fan
  7. 58% of users “Like” a brand because they are a customer
  8. 51% of fans say they’re more likely to buy a product since becoming a fan
  9. More than five billion instances of people listening to songs online have been catalogued by Facebook withing 5 months
  10. 4 intermediary Facebook friends are usually enough to introduce anyone to a random stranger according to a study analyzing 69 billion friend connections among 721 million people
  11. 98 personal data points are used by Facebook to target ads. Targeting options available to advertisers today include: Location, Age, Generation, Gender, Language, Education level, Field of study, School, Ethnic affinity, Income and net worth, Home ownership and type, Home value, Property size, Square footage of home, Year home was built and Household composition
  12. 93% of Facebook friends have met in person the Pew Research Center’s Internet & American Life Project found
  13. Every 60 seconds, 136,000 photos are uploaded, 510,000 comments are posted, and 293,000 status updates are posted.

Do these facts about what Facebook knows surprise you? Does your brand need help navigating social media?

  • About

    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



↑ Top