Jan 14

Internet Marketing Agency, fishbat, Promotes Tips of Brand Consistency for Chain Restaurants

PATCHOGUE, N.Y., Jan. 14, 2019 /PRNewswire/ — As part of their commitment to assist companies in proper brand consistency, internet marketing agency, fishbat, shares four tips that promote brand consistency within chain restaurants.

With massive growth in chain restaurants throughout the U.S. and worldwide, it is critical for business survival that every restaurant location maintains the same level of brand consistency.

Below are tips that promote brand consistency within a restaurant chain throughout the internet and social media.

Promote Logos
Customers become accustomed to seeking out logos for their favorite restaurants, so having a sign posted with your company logo at all locations is essential. Most chain restaurants utilize the same layouts and borders at the top of their windows to attract customers, letting them know that they are approaching a particular restaurant. Consistency at physical locations allow customers to know what they are looking for and what they have come to expect. When developing online advertisements and web pages, using these same logos are essential. As the demand for restaurant apps continues into 2019, your restaurant may need to upgrade its operations from a technological standpoint.

Internet Training Programs
Multiple locations represent multiple employees. Having standardized training methods for your chain can help ensure that your brand’s standards and guidelines are met in each location. Since a chain restaurant can have anywhere from several to several hundred locations, it can be difficult to have the same person conduct training for all new employees. Utilizing an internet training program provides consistent training across the board, and can be readily available for all locations. Frontline employees are extremely important brand ambassadors, since they are the face of your brand to customers, and who your customers interact with when they visit a location. Consistent training will help ensure that customers have a similar and pleasant experience with staff whenever they visit.

Social Media Marketing
Promoting your brand across various social media platforms can be essential for your customer base. However, consistency should remain intact through social platforms, as it does with your chain’s dishes. . First and foremost, the company logo and slogan should be posted on any pages and platforms in which the restaurant is presented. Moving forward, all items and commitments made by your brand, including messages, should be consistent.

For example, a restaurant whose menu is based on chicken should not be promoting and publishing posts promoting beef or any material that is in conflict with the products of the restaurant. If your brand promotes customer inclusion and markets to a diverse group, then this tone should carry through all platforms. The inclusion of diversity should be the tone and message should be reflected in all published posts made by the restaurant.

Market Your Brand For Partnerships
Many restaurants align themselves with brand partners for promotion and marketing services.

  • What is their audience? Does it align with my customer base?
  • What is their influence?
  • Will they properly promote my brand?

If you choose to align your brand with another, ensure that their goals and missions are consistent with your own. You will need to critique this brand and determine how it will pair with your own. Is this brand something you are comfortable marketing in conjunction with your own? Will this brand supplement or hinder your brand? If your team is comfortable with partnering your restaurant with a particular brand, ensure this partnership is promoted throughout restaurants, advertisements, and social media platforms.

For example, if your restaurant is again, a chicken-based restaurant, your restaurant may want to acquire a partnership with a chicken-based company. Before promoting your brand with theirs, ensure that their products are consistent with your standards and guidelines. If your restaurant promotes grass-fed organic chicken, the chicken company will need to meet these same practices. Otherwise, aligning your brand with a partnership outside of your tone and message will confuse customers and upset your brand.

About fishbat
fishbat is a full-service digital marketing firm that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.

Press Contact: Scott Darrohn, fishbat Media, 855-347-4228, press@fishbat.com

SOURCE fishbat

Related Links

http://www.fishbat.com

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Jan 13

Best Digital and SEO Services for Marketing your Online Branding

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Jan 12

Local marketing strategist named Google Product Expert

RAPID CITY, S.D. (KEVN) – For some time, Craig Mount, a digital marketer and search engine optimization strategist, hoped to become a part of the world’s most well-known technology company, Google.

“I had been trying for about three years. I was just in utter disbelief. I mean what would you do if you got an email from Google?” asked Craig Mount, the CEO of Classy Brain, an Internet marketing service in Rapid City.

After demonstrating a passion for Google products by providing others with high quality answers in forums, Mount warranted a spot in Google’s small superuser community.

Now, this Google Expert is responsible for being active in the community by answering questions and solving problems such as spam issues.

Mount will provide a line of communication with Google to provide recommendation on any products they might have, spread awareness. and educate the community

“If you’re looking for a local dentist, chiropractor, auto-repair shop, you’ll typically go online to solve that problem and so our role as Google Product Experts is to really just help businesses get online, help them get aware for their particular industry,” Mount said.

When it comes to business, Mount says the Black Hills are the perfect playing field to share this knowledge.

“Doing things that we already do which is just providing education, right? I think it’s so cool that Rapid City has a direct line of communication with Google. You know, businesses here, their voices can be heard, right? So if there’s any unique problems that we’re experiencing, for example, tourism … we can provide our voice to the search engine and influence their products potentially,” Mount continued.

As an expert, Mount receives special badges, access to Google employees to provide product feedback, and a chance to test Google products before they’re released.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/local-marketing-strategist-named-google-product-expert/

Jan 11

Why Alibaba’s A100 Showcases It Is A Platform Company

Hangzhou, China – March 25, 2018: The main building in the headquarter of Alibaba group in Hangzhou.  photo credit: GettyGetty

Since the middle of 2018, the Chinese economy and its slowdown have been documented and unfairly blamed as reasons for the drop in share price by global businesses such as Apple and the public Chinese internet companies such as Tencent and Alibaba. The Chinese economy which has grown at an amazing speed currently has signs that it has contracted as Chinese customers are spending less but this does not change the fact that China remains a large and important market for local and international brands.  I have written previously that international brands can access China through Alibaba but today Alibaba has announced at its inaugural “Alibaba ONE Business Conference” in Hangzhou, a new initiative called A100 which symbolizes Alibaba’s goal of providing digitized solutions to a large number of companies.

A platform that has powered Alibaba that can power brands

With over 600 million monthly active users and nearly 30 business units specializing in enterprise services including tech-driven retail, mobile payment, digital marketing, media entertainment, IT infrastructure and more, Alibaba is the leading partner for businesses within China and around the world to capitalize on the growing consumption by China’s middle class. The A100 initiative, powered by the Alibaba Operating System, will be a one-stop shop for businesses to access a comprehensive range of enterprise services in the digital era,” said Daniel Zhang, CEO of Alibaba Group.

Alibaba has created software and services that powered its own business that is both highly scalable (it services arguably the largest customer set globally, over 600m active users) and also increasingly personalized through the use of artificial intelligence. Alibaba’s business with the exception of its Alibaba B2B marketplace has predominantly been focused on consumer-facing products but the A100 initiative highlights that Alibaba is increasingly also thinking about is offering for businesses.

The shift from being only focused on e-commerce to becoming a technology company

The creation of the Alibaba Operating System is a part of the company’s progression from an e-commerce provider to a global technology company. As Alibaba has expanded its business from pure e-commerce into digital entertainment (Youku( and local services (Ele.me), the power of its infrastructure has grown to cover sales (Taobao and TMall), logistics (Cainiao network), supply chain optimization (New retail), payments (Alipay), marketing (AliMama) and a wide range of supporting services all powered by cloud-based technologies (AliCloud).

A graphic representation of the Alibaba Operating System.Marketing Interactive

The Alibaba Operating System is truly unique in the sense that it is the first time that a marketplace operator (Alibaba) offers third-party a one-stop solution to a large ecosystem of technologies that they can leverage instead of being able to access a single service as seen on Amazon or JD.com. To be clear, the Alibaba Operating System is not a traditional operating system as seen with Microsoft Windows and Apple’s OS X but rather the opportunity for brands and business to utilize Alibaba’s ecosystem to gain access to the Chinese market.

By offering third-parties A100, Alibaba ensures that efficiency and return on investment is possible to occur faster for partners as the technologies offered already been proven to leverage synergies between various parts of the Alibaba ecosystem. It also provides partners with the opportunity to maximize investment made into China in a less risky manner.  “It’s going to become significantly more challenging to do well in China because the market is tightening up,” said David Roth, chief executive of WPP Plc’s ‘The Store’ global retail practice. Alibaba offering A100 to brands ensure that brands can leverage Alibaba’s expertise and synergies between its various business units at a time in which the Chinese opportunity is seen to be a bit riskier due to slower consumption and a tightening of the Chinese economy.

Alibaba will offer the Alibaba Operating System to companies of all sizes through the A100 program, which lets them choose from an exhaustive menu of services to enhance their business operations. Alibaba will establish a cross-platform integrated account-serving team to supervise the implementation of A100 and will start with partners already in the company’s ecosystem. The program will gradually expand to other brands looking to optimize their digital operations.

Efficiency

This announcement by Daniel Zhang, CEO of Alibaba Group highlights a trend I have seen over the last 12 months. Zhang has leveraged efficiencies whether through a restructuring of business units or the announcement of an initiative such as A100 – it is clear that Daniel Zhang wants to ensure that Alibaba operates in an efficient manner, leverages synergies between their various businesses and then offer this technology to brands or businesses. By offering business partners the Alibaba Operating System, it builds deeper relationships between Alibaba and it’s brand/business partners which lead to more trust, communication and mutual business success.

Alibaba has always been a technology company that utilized e-commerce to generate revenue and profits with the A100 initiative it offers brands and businesses with the opportunity to utilize proven technology to accelerate their digital transformation.

If you want to see what is going on in global e-commerce, subscribe to my newsletter that is sent on  Sundays to e-commerce executives across the globe.

 

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/why-alibabas-a100-showcases-it-is-a-platform-company/

Jan 10

Jefferies Out With Top Internet Stock Picks for 2019

It’s the beginning of a new year once again, the time when all the top firms that we cover here at 24/7 Wall St. are presenting their stock and sector picks and prognostications for 2019. This not only gives investors some help with portfolio reshuffling, but it also gives them a look at what the overall macro thoughts for this year are at the big brokerages and banks.

The relentless selling in the markets that started in early October shook the faith of many investors, but it is important to remember that we have enjoyed almost a 10-year bull market run, with the SP 500 running to 2,940 from an intraday low in March of 2009 of 666. While the market has rallied over 8% from the lows, the massive backup should still give investors a chance with some dry powder to reset and buy some great companies.

In a new research report, Jefferies is out with its top internet stock picks for 2019, many of which were absolutely battered during the fourth-quarter selling. We went with the four top picks that have the biggest upside to the Jefferies price targets.

GoDaddy

This company is probably the most well-known for constructing websites. GoDaddy Inc. (NYSE: GDDY) is a technology provider to small businesses, web design professionals and individuals. It delivers cloud-based products and personalized customer care. The company operates a domain marketplace, where its customers can find the digital real estate that matches their idea. And it provides website building, hosting and security tools to help customers construct and protect online presence.

GoDaddy provides applications that enable connecting to customers and managing businesses. The company also provides search, discovery and recommendation tools, as well as a selection of domain names for ventures. It provides productivity tools, such as domain-specific email, online storage, invoicing, bookkeeping and payment solutions to run ventures, as well as marketing products.

The Jefferies report noted this:

Underappreciated mid-cap story providing a balanced profile of low to mid-teens revenue growth, margin expansion, and significant free cash flow generation. The stock trades at 19.7x 2019 free cash flow with 3 year free cash flow growth of 25%.

The $90 Jefferies price objective for the shares compares to the $83.81 Wall Street consensus target price. Shares were last seen trading at $63.50, more than 40% below the Jefferies target.

Amazon

This is the absolute leader in online retail, and last year it opened its first brick-and-mortar store in New York City. Amazon.com Inc. (NASDAQ: AMZN) serves consumers through retail websites that primarily include merchandise and content purchased for resale from vendors and those offered by third-party sellers.

The company serves developers and enterprises through Amazon Web Services, which provides computing, storage, database, analytics, applications and deployment services that enable virtually various businesses. AWS is also the undisputed leader in the cloud now, and many top analysts see the company expanding and moving up the enterprise information value chain and targeting a larger total addressable market.

Consistent with data from 2018, digital marketing users overwhelmingly cited Amazon as the fastest-growing channel for advertising budgets, while many retailers are also leveraging their Amazon advertising data to retarget users on other channels (namely Facebook) to drive traffic/ sales to their own websites (bypassing Amazon marketplace/FBA fees). Jefferies agrees and noted this:

Biggest competitive moat. AWS – recurring revenue and strong profitability, enables aggressive investments back into the core retail biz. At ~20x consensus 2019 EBITDA vs. 27% EBITDA compounded annual growth rate, valuation looks attractive on growth-adjusted basis and our sum-of-the-parts analysis supports even bigger upside (~2x by 2020).

Jefferies has a $2,300 price target, and the consensus target is $2,136.26. The stock closed on Wednesday at $1,659.42, almost 40% below the Jefferies target.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/jefferies-out-with-top-internet-stock-picks-for-2019/

Jan 09

Internet Marketing Company, fishbat, Shares 5 Innovative Ways to Use Augmented Reality in Your Marketing Strategy This Year

PATCHOGUE, N.Y., Jan. 9, 2019 /PRNewswire/ — Internet marketing company, fishbat, continues its ongoing initiative to teach companies how to take their promotion efforts to the next level by sharing five innovative ways to incorporate augmented reality into a successful marketing strategy.

Augmented reality represents a considerable step forward in the consumer experience. Unlike its virtual counterpoint, augmented reality is less concerned with creating an entirely new reality as it is enhancing the world around us. For creative marketers, it’s an exciting time to create impactful strategies that reach our core demographics.

If you are an adventurous marketer and interested in learning how to integrate this emerging technology into your game plan, read on for five innovative ways to incorporate augmented reality into a successful marketing strategy.

Design IRL
Showcasing your designs to prospective customers can be an exciting and innovative way to incorporate augmented reality into your marketing plan. Interior designers, furniture, textile and other manufacturers can now create applications that allow potential clients to use the camera function on their smartphones to see what your brand’s designs could look like in their actual homes. This technology can be an interesting, interactive way for customers to engage with your designs in a real-life setting.

The Right Fit
Augmented reality applications now allow customers to see how apparel can fit them from the comfort of their own homes. This technology does not have to be limited to big-name brands with big budgets. The newly-launched Facebook AR Studio has put augmented reality in reach for brands of all sizes. Boutique retailers and designers benefit by utilizing this technology to create interactive fitting rooms that allow users to “try on” their clothing and shoes from their smartphones and other devices. This form of augmented reality can be a smart investment in a marketing strategy that would potentially yield dividends in social engagements, website traffic, and conversions.

Hello, Gorgeous
The ability to see how products work in real life can be a barrier for conversion rates in the beauty industry, but augmented reality can change that. Now, customers can utilize their smart devices to see how makeup and skincare products will look on their unique faces. For beauty brands, this technology will be a game-changer. Not only will customers be able to see your products in action, but social sharing will provide valuable user-generated content that also functions as the best kind of organic advertising.

Put a Filter on It
There is a reason why social media users tend to think of Snapchat when describing augmented reality applications. The social media app pioneered the technology with its ubiquitous filters and strategic marketing partnerships. If your budget allows, consider partnering with Snapchat or Facebook to create a custom filter to coincide with your major marketing initiatives. It’s an easy way to take advantage of this emerging technology while expanding your brand’s reach to a broad, captive audience.

Game On
Pokémon Go left an unforgettable mark on the augmented reality world, and for a good reason. The game was a viral success that provided a playbook on utilizing this technology to create a universal consumer experience. Consider using augmented reality to create a branded gaming experience that will engage users not only with your products or services but with the world around them as well.

About fishbat
fishbat internet marketing agency is a full-service digital marketing firm that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.

Press Contact: Scott Darrohn, fishbat Media, 855-347-4228, press@fishbat.com

SOURCE fishbat

Related Links

http://www.fishbat.com

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/internet-marketing-company-fishbat-shares-5-innovative-ways-to-use-augmented-reality-in-your-marketing-strategy-this-year/

Jan 08

Three Ways To Improve Your Brand’s Marketing Strategy

GettyGetty

Whether your brand is operating on a limited budget or has deep pockets, it’s important to optimize marketing strategies in order to maintain a flourishing business. As marketers, we are always trying to be one step ahead of customers, clients and competitors.

Through my company’s ever-evolving strategies and based on our experience assisting more than 700 consumer brands, we’ve compiled three takeaways every marketer should consider when reevaluating plans and tactics.

Gather data and turn numbers into action.

Many sales and marketing agencies, including our own, utilize key research and insight platforms, such as SPINS, Mintel and Nielsen, to gather data on consumer trends, feedback and purchasing habits. Those data points can help a brand determine how to direct marketing efforts to promote sales.

For instance, an increasing number of consumers are turning to plant-based proteins and meat alternatives over animal-based proteins. Based on a survey of 1,876 adult internet users who eat plant-based proteins, conducted by Mintel, this dietary change is likely due to the fact that 46% of Americans believe plant-based proteins are better for you. Food companies can use this data to produce or refine products to meet consumer expectations, and marketers can further reach that percentage by highlighting “plant-based” ingredients on the packaging.

Research platforms are another beneficial tool for keeping a pulse on competing brands and successful practices. SimilarWeb, for example, is one such tool offering a comprehensive analysis of brand content and search engine optimization (SEO) that allows you to tap into a competitor’s market and learn where the majority of their traffic is coming from.

Don’t limit feedback to numbers.

Beyond Mintel and SPINS, it’s effective for brands to explore additional consumer feedback mechanisms, including segmentation studies and surveys, to propel efforts.

In my opinion, Coca-Cola has mastered transforming products to reflect consumer feedback and build brand loyalty through market research, targeting demographics, behaviors and geography. By using the intel generated from such studies, the megabrand is able to fine-tune its market segments to figure out what products consumers want, the best places to sell those products and what price customers are comfortable with.

In the age of social media, it’s become increasingly easy to gather this type of consumer feedback. Several social media platforms now have polls integrated into their channels, making it seamless for any brand to distribute a survey directly to consumers. Social media polls (subscription required) are a great way for brands to obtain direct consumer feedback on products or the general customer experience.

These types of studies and surveys allow you to use customer behavior statistics to create hyper-specific initiatives that directly create value.

Refine omnichannel marketing.

There’s been an abrupt shift in consumer purchasing habits with the growth of the omnichannel marketplace. A recent study by Nielsen and the Food Marketing Institute, as reported by CNBC, predicted that over 70% of shoppers will be buying their groceries online within the next five to seven years. This shift goes beyond retail and stretches into brand marketing. Brands are racing to establish a presence across multiple channels, which can lead to many marketing challenges, especially when it comes to maintaining brand consistency.

Brands that sell across multiple markets often risk displaying outdated product packaging or unpredictable customer service. Today, customers expect that no matter where they interact with a brand, they will get the same personality, personalization and customer experience.

From what I have seen, inconsistency can damage brand equity, which can prevent repurchases, cause customer service issues and hinder marketing efforts. A smart yet straightforward marketing tactic is to invest in an automated system or team to monitor product placements across multiple retailers and channels.

The best marketing tactics aim to establish a retail brand identity that will drive loyalty and customer retention. By gathering data to refine products and services, analyzing consumer feedback to target the right markets and maintaining a consistent presence, brands can establish a meaningful connection with customers to increase their bottom line.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/three-ways-to-improve-your-brands-marketing-strategy/

Jan 07

Paid search ad trends: What gets people clicking?

Internet users are getting more savvy to SEM tactics, with most confident they can recognise paid search ads, and 75% say the ads make it easier to find the information they are looking for, according to new research.

The study, from Clutch, surveyed 506 people who have clicked on a paid search ad in the past month to learn the reasons why people click on paid search advertisements.

It found that people click on paid search ads that provide the most relevant information to their online search, which depends on the site they search on and the information they are looking for.

Businesses can bid on search engine advertising – ads that appear among search engine results listings – using Google Ads, Amazon Advertising, Bing Ads, YouTube, or other search advertising platforms.

Businesses can use this report to understand how people engage with paid search ads and to format an effective paid search engine marketing (SEM) strategy.

Key Findings:

  • More than three-fourths of people (77%) are confident they can recognize paid search advertisements.
  • Three-fourths of people (75%) say paid search ads make it easier to find the information they are searching for on a website or search engine.
  • One-third of people (33%) click on a paid search ad because it directly answers their search query.
  • About four times as many people are more likely to click on a paid search ad on Google (63%) than on any other search engine – Amazon (15%), YouTube (9%), and Bing (6%).
  • People are most likely to click on text paid search ads (49%) instead of shopping/product listing ads (31%) and video ads (16%).
  • More than one-quarter of people (26%) click on a paid search ad because it mentions a brand they are familiar with.
  • The primary reason people click on YouTube and Amazon search ads is that the ads mention a brand they are familiar with (33%).

People Easily Recognize Paid Search Ads

People recognize paid search advertisements online.

Nearly 80% of people are confident they can identify paid search advertising.

Most businesses invest in search engine marketing through pay-per-click (PPC) advertising. For these ads, companies bid for placement at the top of search engine results pages (SERPs) for certain keywords and phrases.

Search engines display paid search ads from sites that place the highest bids and are the most relevant to a search query(link is external). Companies pay Google or other search engines when someone clicks on their ad.

Because people can recognize search ads, businesses need to create ads that people find relevant to their search queries. Otherwise, people will ignore ads and opt to engage with the organic (nonpaid) search results.

“People see [search ads], but the ads have to answer or talk to them,” said Sherman Standberry, managing partner for Lyfe Marketing(link is external), a digital marketing company in Atlanta. “Otherwise, they can skip right by [the ad] and go to more reliable organic search results.”

Producing ads that answer people’s search queries helps businesses prove themselves as reliable brands to potential customers.

“Accountability increases when the user does not know where the search ads stop and organic results begin,” said Brady Cramm, director of PPC for Directive(link is external), a search engine marketing company in Irvine, Calif. “The search engine’s reputation relies on the quality of your ad/landing page experience.”

Businesses need to create search ads that people find relevant to earn customers trust in their business and search engine marketing in general.

Paid Search Ads Help People Who Click on Them, Demonstrating Value for Businesses

People find the information they are searching for online when they click on paid search ads.

Three-fourths of people (75%) say paid search advertisements help them find the information they’re searching for on a website or search engine.

Useful search ads produce a number of benefits for businesses who create them. Namely, businesses can improve their brand awareness(link is external) and earn high-quality site traffic if people find their ads helpful.

“You get all the benefits of advertising and quality traffic,” Standberry said. “I don’t think there’s a source of traffic that is more quality than search engines in general.”

When someone clicks through to your website, your business has the opportunity to make a positive brand impression on target customers.

Paid Search Ads That Directly Answer Search Queries Are the Most Appealing

People click on paid search advertisements that provide relevant responses to their online searches.

One-third of respondents (33%) click on a paid search ad because it directly answers their search query.

People search online with intent, meaning they conduct online searches to find specific information.

“As long as ads are relevant to what searchers are looking for, the clicks will come,” said Matt Umbro, associate director of search for Hanapin Marketing(link is external), a digital marketing company in Bloomington, Ind.

Umbro founded #ppcchat(link is external), a popular Twitter chat that digital marketing and PPC experts use to discuss SEM best practices and strategy.

On this thread, experts agree that search engine marketing provides better value for their money than social media marketing.

To earn click-throughs on their paid search ads, the ads should respond directly to people’s search queries.

Compelling Meta Tags Improve a Paid Search Ad’s Relevance

A compelling title, description, or image (if applicable) can make a paid search ad’s intent clearer.

The title and description of a search engine results listing are pulled from a web page’s “meta tags,” or bits of code that provide high-level information about a page and its contents for search engine and web crawlers.

Businesses that optimize meta tags of pages they promote in their paid search engine marketing campaigns can capture the 19% of people who click on paid search advertising because of a compelling title or description.

19% of people click on paid search advertising because of a compelling title, description, or image.

“The title and description of an ad need to be optimized to answer users’ search queries,” said Steve Pritchard, search engine marketing manager for Cuuver(link is external), an online life insurance provider.

Search engines pull a webpage’s title and description tags pages to preview in SERPs.

For example, the search results for “lawn care companies in New York,” feature titles and descriptions that help people determine which lawn care provider is best for them, and ther they will find relevant content by clicking on an ad.

Ads with a title and description that directly address the intent of this query – to find a lawn care company in New York – are well-positioned to earn clicks from search engine audiences.

Google Ads Allows Businesses to Connect With the Most Customers

Businesses that bid on Google search ads earn the most clicks.

Nearly two-thirds of people (63%) are most likely to click on a Google search advertisement.

The number of people who are most likely to click on search ads on other sites – Amazon (15%), Youtube (9%), and Bing (6%) – is less than half of the number who are most likely to click on Google search ads.

This disparity is due to Google’s status as the primary destination people use to accomplish any task online.

“Searchers are ingrained with the notion that Google is the go-to engine to find what you are looking for,” Umbro said.

As the primary source of information for people online, Google is the most logical place for businesses to market their products.

Google Ads, Google’s advertising platform, is the most popular online advertising platform in the world(link is external).

“Google Ads is a robust platform that provides extensive data on keyword volume, budget management, and performance of ad campaigns,” said Sara Desmond, vice president of operations for Page 1 Solutions(link is external), an online marketing company in Lakewood, Colo. “Savvy marketers and advertisers spend the majority of their PPC budgets where  consumers are going to search.”

Google is where most people tend to spend time online, so that’s where businesses should direct search engine marketing dollars to engage customers.

Text Ads Are the Preferred Paid Search Advertisements

People are more likely to click on text ads than video or shopping/product listings advertisements (PLAs) on search engines.

Nearly half of people (49%) are most likely to click on a paid search text advertisement, while around one-third (31%) are likely to click on a shopping ad or PLA and 16% are likely to click on a video ad.

Text ads display a website’s meta tags – web page title, company name, and product description.

Text ads communicate the basics of a web page’s content making it easier for people to determine whether the content answers their query.

Type of Paid Search Ads People Click on Determined By Websites They Use

The paid search advertisements people click on depend on the websites they use:

  • More than half of people (55%) who click on Google search ads prefer text ads.
  • Those who click on Amazon advertisements favor shopping/product listing ads (50%).
  • Those who click on YouTube advertisements favor video ads (36%).

People’s preferences for paid search ads differ based on intent. This supports that people browse websites according to their intent: searching for an answer to a question on Google, a product that interests them on Amazon, or a tutorial video on YouTube.

Branded Search Ads Engage People on Amazon and YouTube

Branded paid search ads appeal to people who search online for information about retail, consumer goods, and videos.

More than one-fourth of people (26%) click on a search ad that mentions a familiar brand.

 

On YouTube and Amazon, brand familiarity is the most common reason people click on search ads (33%).

Source(link is external)

Branded search engine marketing is beneficial to large and enterprise companies, particularly when people are unfamiliar with the topic or products they’re searching for. In these scenarios, people may opt for the brand they recognize.

“On Amazon, I find it interesting that people click brands they are familiar with,” Standberry said. “I think it could be a good advertising play for larger or more recognizable brands.”

People who search on Amazon are likely looking for consumer products and may be more willing to trust an ad from a familiar brand than one they don’t recognize among search results.

Search Engine Ranking More Important for Organic SEO Than Paid Search Advertising

Paid search advertisements’ position on SERPs has a smaller impact on a search ad’s click-through rate compared to organic SEO.

Only 20% of people are likely to click on a paid search ad because it is listed above other results.

This is surprising given the impact of top rankings for organic search results(link is external) – it’s the very reason that companies invest in SEO services.

Paid search ad formatting helps explain this. Shopping and product listing ads are often displayed horizontally, so listing above other organic search results is not as important.

Paid shopping or product listing ads that are displayed horizontally of these advertisements draws searchers’ eyes.

Optimizing for the top listing, however, should still be a priority for PPC advertising, as it is for organic SEO services.

This is especially true for companies targeting mobile users. Mobile interfaces often display only paid ads above the fold on the screen, meaning users have to scroll down to reach organic listings.

“If you look at a mobile search on a popular phrase, you have to scroll to get to any kind of organic results,” said Justin Seibert, founder and president of Direct Online Marketing(link is external), a digital marketing services company in Pittsburgh. “It’s a challenge for those trying to get their business [seen] through organic search.”

For mobile searches, the benefits of top results may depend on if your website is featured among paid search results. As a result, your business may need to invest in paid search engine marketing to ensure you appear for target terms and phrases on mobile.

Paid Search Advertising On Multiple Platforms Improves Click-Through Rates

Businesses should invest in paid search ads on multiple search engine platforms to engage the most customers.

Including Bing, YouTube, or Amazon advertising as part of your company’s search engine marketing strategy provides some benefits that Google can’t offer, given its saturation.

In fact, Bing has a higher click-through rate(link is external) for paid search ads than Google.

YouTube, on the other hand, attracts people who prefer video demonstrations of solutions to their problems.

For example, someone who wants to learn how to tie a bowtie may prefer a video.

Investing in paid search ads on multiple sites allows businesses to provide a tailored advertising experience. Often, businesses create specific landing pages that correspond to their ads.

“The advertiser has control over where they’re sending people,” Seibert said. “They’re going to do everything they can to optimize that experience to make their ads pay off for them.”

This high level of control over the content people see when they click on a paid search ad allows your business to present itself to potential customers in the best light possible.

People Click on Paid Search Ads That Respond to Their Search Queries

People recognize paid search ads and are inclined to click on the ads that directly answer their search queries.

Most people say paid search ads make finding information easier, meaning businesses that create relevant ads make a positive impression on potential customers.

People click on Google search ads much more often than Amazon, YouTube, and Bing ads. Businesses that want to engage broader customer segments, however, should still invest in PPC advertising across all major search engines.

The type of search ads people click on depends on the websites they use when searching online.

Text ads are the most common type of paid search ads people click on, especially on Google.

YouTube and Amazon users, however, are most likely to click on video and shopping ads, respectively. These users are also the most likely to click on a search ad because it mentions a brand they are familiar with.

Businesses that recognize the reasons and locations that people click on search ads can format a paid search engine marketing strategy that speaks directly to people’s search intent and preferences.

About the Survey

Clutch surveyed 506 people who have clicked on a paid search advertisement in the past month. 

Two-thirds of respondents (66%) were women and one-third (33%) were men.

Over half of respondents were between the ages of 18-35; 36% were 35-54 years old; 11% were 55 years old and above. 

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/paid-search-ad-trends-what-gets-people-clicking/

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