Step Inside AdWords Recap

The 'pumped up' Inside AdWords livestream was earlier today. Jerry Dischler, Vice President of Product Management, lead the livestream through the next wave of advertising efforts from Google and the new betas advertisers should be eager to get their hands on.

The livestream was broken down into 3 major points:

• Innovated Ads
• Insightful Reporting
• Intelligent Tools

Innovated Ads was focused mostly on the importance of applications and how to successful engage your audience to lead towards app-based conversions. "Apps are a solution to the users initial problem", said Dischler. 

The friction within the problem and solution is that 60% of apps that are developed have never been installed. Google's recommendations were to use app-keyword suggestions and use PPC ads to help with the awareness of the app and its purpose that will lead to the download, engagement, and ultimately conversion. 

Insightful Reporting concentrated on the Estimated Total Conversion launch last year and the tools that are still betas being developed by Google. The Estimated Total Conversions allow you to estimate total conversions across multiple channels: Desktop, Mobile and Phone. 

But the main topic touched on was the exclusive betas being tested to select companies that give the ability to  integrate online marketing efforts with offline results. Two companies exposed to the beta were Shutterfly and Express Clothing. Google's three main focuses in the development of this multi-channel conversion integrator are:

1. Consumer Value
2. Maintaining the Consumer's Privacy
3. Actual Measurable Results

This beta has a lot of potential to show a more accurate ROI if Google can fulfill those three focuses. Most people believe that a beta test serves only the purpose of ensure the quality of the product before launching; however that is not the case. Although Google want to ensure there are no 'bugs' in launching this new tool, they are using this opportunity to significantly improve the marketing of this product and to look ahead to future tools/betas. I can only imagine how eager marketers are to get their hands on this beta upon being available to the public. 

The final topic was Intelligent Tools. AdWords has really been pushing new tools for measuring our data accurately (which will make my job easier!) and two of these tools recently launched are the Bulk Actions and the Automatic Bidding Option. When making mass changes for large clients, most advanced marketers would use AdWords Editor (again, to just make our lives a little simpler); Google has now given the Bulk Actions option on the AdWords interface to allow for larger changes across the account. This allows you to make location changes and other large scale changes on the interface opposed to using Editor. 

The Automatic Bidding option is a very convenient tool that allows the marketer use a programmed goal strategy (opposed to manual CPC) marketing and let's Google AdWords do the heavy lifting. By telling Google your campaigns main focus is: 1) ROA, 2) CPA, or 3) Clicks , Google can use your performance history to create a marketing strategy focused on your objective. 

The final two tools are tools that are still being developed but that I personally am very excited about. Tool one is the Enhanced Reporting and tool two is Drafts & Experiments. As a NeuroMarketer there is nothing I love more than the ability to test my campaigns. When I first entered the field of marketing, one of my professors told me that "a tester's work is never done". 

When you believe that you have optimized your campaigns structure as much as humanly possible, you haven't! You can always run A/B test on ads and landing pages. Although Google isn't THAT advanced (yet!) they are working on a tool that will let you test different bidding strategies and other options within the AdWords interface that will compare your previous performance with your new metrics... Pretty Cool!

Overall, Jerry Dischler did a great job presenting the statistics that Google generated from advertisers and the new betas marketers have to look forward to. As always, Tandem keeps up with the latest Google updates in PPC, SEO, and Neuromarketing :) Until next time! 

The SEO Mosh Pit - Pubcon NOLA 2014

Brett Tabke put a last minute panel together called the SEO mosh pit. It was filled with the senior (in terms of age and duration in the industry) search engine optimizers at the conference. One of Bruce Clay's writers, Virginia Nussey, did a very good job blogging the sessions. You can read her capturing of the details here: http://www.bruceclay.com/blog/pubcon-liveblog-seo-moshpit-qa-with-the-seo-old-school/

Be Careful Not to Double Count Call Conversions in Adwords

Adwords Phone Call Conversion Tracking is Trickier than You Think

Our Google Team came out to Tandem Interactive's office in February to spend some time reviewing performance, forecasting for Q2, and reviewing the latest and greatest features of Adwords. We always cover pain points. I was ready for this because I have has issues with the phone call tracking as conversions since it launched back in October of 2013. The numbers do not match. Why not? They really did not know either, so we spent an hour together digging in until we found it.

What is the answer? It is simple. Right now, only “mobile click to call” calls count in the conversion column if they meet the conversion requirements (we set it for calls longer than 60 seconds). If you want to see the “manually dialed calls”, then you have to turn on the column in the campaign view for phone call conversions.

This does not sound like a big deal, but it is really confusing why mobile devices show in the conversion report as “calls from ads”. That report does not count manual dials, even though they are also “call from ads”. 

Another thing to keep in mind is that the conversion report only displays "many per click" conversions. The regular campaign reports (and normal counting) reflect "1 per click" conversions.

These are the settings for the conversion tracking. We are using one for mobile tracking and another for non-mobile.

So what is the proper way to count conversions at the moment?

Option 1: Just add the phone call conversions to regular conversions column and that will count mobile and manually dialed together.

Option 2: Segment "mobile click to call" conversions from the conversions column. Subtract them from the conversions and add to phone conversions total. This can be done by looking at the conversion report mentioned above, or by adding "segment by device" to the campaign reporting and do it manually.

Option 3: Remove the conversion tracking and just keep the call tracking separate. This is a double edge sword if you are using conversion optimizer. We have a specific account where counting the mobile click to calls is causing a problem, but we do not want that call conversion data being kept from Google's conversion optimizer formula either.

In the most simple of reports, be careful not to double count call conversions in Adwords. Since the regular conversions can count the mobile click to calls, if you just add all calls to that number as conversions, you will be double counting the mobile click to calls!

This reporting / conversion counting has to get better from Google. The current division of the phone call conversions is not intuitive.

Ways YOU Can Help Build Your Online Links

Here at Tandem Interactive, we strive to get quality mentions throughout the internet pointed back at your site. But some content can get shared extensively on its own as it attracts users to share with their networks, who share with their networks, and so on. The potential to get your company's website out into the world is enormous. So what kind of content gets shares (i.e. links!) and can help your site grow?

Contests. This is not surprising. Contests, giveaways,  and sweepstakes, are huge in user interaction and in shares. Bonus if users get additional entries for sharing on their social networks, driving more and more people to like you and to visit your page. Contests results in links from a variety of places--not limited to blogs, social media, and news organizations.

Scholarship funding. Even a small stipend awarded to students can get you links on .edu sites (which are highly revered) and can also get you a high level of shares as people encourage others to apply for funding. Plus, you get the feel-good vibes from helping a student achieve academic success.

Become a resource. The more information your site has, the more people will refer to it, share it, and link to it as something of value for others on a particular topic. Tips and facts are great impartial articles that a variety of companies can use and include on "Resources" sections of their site.

Partner Up! Partnering with companies of a similar industry means boosting each other's names and including links to each other on your site. This goes without saying, but make sure the companies you reach out to as partners are respected and have a good reputation.

Offer an internship, or even a job. Posting about internships or employment opportunities are easy to market and share as people like to help others find work, and job boards are always looking for items to add. Post an unpaid internship in an area of your company and you can share the posting (i.e. the link) all over the web!

Remember, your website should be constantly growing. The more you put into the content on your site, the more other sites will like you, link you, and share with their audience. Don't try to take the short cut to online marketing success--the best results come from a site that has quality content, not just quantity. Quality breeds quality!

Counter-intuitive Marketing: Disney Strikes Again!

If anyone knows how to market products and build a brand, its Disney. Disney World has been making 'Dreams Come True' since 1971; when the park first opened. The key to Disney's success is to keep the customer coming back. 

For those of you that don't remember the blog post I wrote in April of 2012 on 'Discover Disney: Decoy Marketing?' I compared how Disney was using a NeuroMarketing tactic known as decoy marketing to help push the release of their Discover Disney ticket for Florida Residents. As I have come to learn, this ticket becomes available a few days after the New Year, every year, just in time for my annual family Disney trip.

I followed the 'Discover Disney' ticket prices for 2012 and 2013 and was anxious to see how 2014's release compared; and Disney threw in another NeuroMarketing technique! See if you can spot the trend:

2012 Discover Disney Prices:

3-Day Pass: $99

4-Day Pass: $129

2013 Discover Disney Prices:

3-Day Pass: $119

4-Day Pass: $129

2014 Discover Disney Prices:

3-Day Pass: $129

4-Day Pass: $149

Most of you will say that Disney raised the price by $10 & $20 a ticket... Any other takers? The $129 price point. When they ran this 'special' in 2012 we learned that more people would purchase the $99 tickets than the $129 tickets because of the way consumers interpret the price. $99 doesn't sound as much as $129, it cost an extra $30 for another day...hmm... No, we will only purchase the $99. So they learned from this in 2012 and tested the results in 2013. They moved the price of the 3-Day ticket up (to $119) but kept the price of the 4-Day ticket the same ($129). Now the difference to stay an extra day is only $10.. "Okay, let's stay one extra day", is the response they are getting from the consumers. So this year, they used the same $129 price point that sold better in 2013 and used that as the base price for this years tickets then raised the price on the 4-Day. So rather than just raising the prices across the board, they used the same price we paid last year, and slightly raised the price on the 4-Day option. 

This technique is all about relativity; how the consumer see the product vs. the price. You paid the same amount as last year, you just got one day less. So they reel you in 3 years earlier at $99 then they keep you coming back by small increases in price so it doesn't jump from $99 to $149 then the consumer says 'ouch, no thanks'... But when you do small increments over a long period of time, the pain associated with the increased price doesn't hurt so much. So aside from great marketing and being the most MAGICAL place in world, they have really made an attempt to keep the Florida Residents coming back with their different and "cheap" ticket options. Just be careful to read into things before you just purchase them, you maybe being baited in by psychological marketing... or pixie dust :) 

My Favorite Marketing of 2013 – Taxi Video Advertising in Las Vegas

In October 2013 I took my yearly trip to Las Vegas for Pubcon. Just like a visit to Time Square in New York, I pay close attention when driving to soak up all of the advertising. This year, the official hotel was The Hard Rock Hotel. The suites were great. The restaurants were great. The center bar and the unofficial Pubcon parties there were great! We even had the Hard Rock Hotel’s social media manager, Eric Petersen spending time with us.

So what did I see this time in Vegas that really blew me away? What was so impressive that it makes my number 1 rating for best marketing of 2013? Show Media’s TaxiTV

Every time I took a cab from the HRH, the taxis were equipped with a ceiling mounted tablet. I could tell the programming was updated at least weekly. I could tell that the production of the advertorials was world class. I have some experience with professional grade video production from my training videos with University of San Francisco’s Online Marketing Certificate Program. The TaxiTV videos could be featured on HBO, the quality was that good. But that is now why I was impressed. Well, it was a good part of it. During each ride vignettes were featured about the Hard Rock’s restaurants. It was not a coincidence. The content was being served based on geography.

Think about the quality of the audience. I just left the Hard Rock. Now I am watching commercials for their restaurants and facilities. I am entertained and marketed to while riding to the conference center. When I get back later in the day, I am more aware of where I should be eating in my hotel.

The message was customized, targeted, professional, and engaging. It was the right message at the right time for me.

TaxiTV, keep up the good work. I look forward to seeing what you are doing this year when I am back.

Pizza Psychology: Is Domino's Picking Your Pizza or Your Brain?

If you are a frequent reader of the Tandem Interactive Blog, you are familiar with all our team and know that my main focus is on NeuroMarketing. When you are conscious of the tactics it is very easy to identify all of the big corporate names that are using these tactics to their advantage to help with their sales and branding. But if you are not familiar with NeuroMarketing, you are just a pawn in this game these companies are playing.

In the midst of the holiday weekend, I found myself juggling between work, shopping, family, and the like that I thought it was time to just order a pizza and relax. To my surprise I find myself inspired by my Domino's Pizza purchase and made it my focus for this blog post. Everything about the Domino's experience is based off of a NeuroMarketing platform. Let's exam the entire process:

When you go to their website for an online order, this is the home page (on Dec. 2, 2013):

They give the user exactly what they are looking for: 

1. Pictures of food - the user is obviously hungry so the pictures simulate the users appetite to help initiate the purchase. They do not limit the photos to just pizza, but they include all of their food options. 
2. Pricing- The pricing is very clear, bright red (to capture the users attention), and bigger than any other text on the page. 
3. Emotions - they use the St. Jude Meal Deal to help push more purchases. You have the option of adding a $1 donation to any order, but they put together a package of 2 pizza ($5.99 each), bread ($2.99) and a 2-liter ($2.69)... So for a meal that actually cost you $17.66 plus the $1 donation to St. Jude's (so $18.66 total) is actually $1.33 more when it is labeled the 'St. Jude Meal Deal'. So a person that is generous or a supporter of the cause, would see this promotion and naturally think, let me get this meal deal and help the cause... Not realizing that they are actually paying 7% more for this meal than what it would cost to individually add these items to the cart seperatly in addition to the donation. You may think that $1.33 isn't that much more, that you may not care to pay the extra, but it may be better to think of this number in a percentage so you can see how much the different may be. Let's think that 100 people a day will purchase the 'St. Jude Meal Deal' so a total of $2000 in sales; and an extra 7% or $140 that was made. You case see how slowly this starts to add up. So a meal deal that seems like you are contributing to a good cause, you are actually the victim of 'Feel Good Marketing'; the theory that you made a purchase that made you feel good although you may have been baited into.

So after you make the purchase, the psychology doesn't end there. To my surprise, once the pizza is delivered you get your box of yummy goodness in box and you go to open the box and what is the first thing you see before the pizza... Instagram. Directions on how to take the perfect #PizzaPics, how to tag Domino's, and how to share your experience. So here they are using you and your social media to help promote their business through photos. So you are telling your friends, "Hey look at what I just got for lunch!"; which in turn could possible make them want to order a pizza. Then you are endorsing the brand of Domino's by saying, "Look at my positive experience". 

Don't feel like you are a victim of Domino's awesome marketing because I could have never wrote this post if I too wasn't roped in! You can see pictures of my pizza and more at #PizzaPics on Instagram and until December 8th you can take advantage of 50% off of any pizza :)  For more tips and tactics on NeuroMarketing and all marketing keep up to date with the Tandem Interactive Blog! Have a great week and Happy Holidays!