73% Lose Trust in Brands Due to Inaccurate Local Business Listings [Survey]

When an online local listing for a business is incorrect, who’s to blame? The business owner? The search engine? The competition?

Regardless of fault, the majority of people (73 percent) say they lose trust in the local business when it happens. And 67 percent say the same if they get lost due to faulty location information. This, according to recent survey data released by Placeable.

Losing Trust in the Brand

“It is vital that multi-location businesses preserve customer trust by ensuring absolute accuracy in their online location information. Anything less makes the business vulnerable to a constant, ongoing erosion of its brand,” Placeable said in its report. “Brands that fail to ensure the accuracy of search engine location data run the risk of not only missing out on new customers, but jeopardizing their relationships with existing customers as well.”

Even when the business listing is incorrect in directories like Yelp, nearly a third of consumers say they blame the brand.

Who Consumers Blame for Incorrect Information

Having an accurate listing is especially vital given research findings that show 71 percent of survey respondents look up and confirm the location of a local business before going to it for the first time.

When Customers Visit a Business for the First Time

“If almost three-fourths of customers are researching locations before visiting a business for the first time, prioritizing and leveraging search engines will help convert prospects into customers,” the report stated.

The study also compared marketers’ behaviors against the average consumer to see how they compared. For example, only 39 percent of marketers surveyed researched locations before leaving their house. Another 39 percent of marketers used their smartphones to look up locations on the way, versus 22 percent of consumers.

Consumers vs Marketers Researching Locations

Beyond online research behaviors, Placeable wanted to understand how fast the average person was adopting to the progressive marketing mindset that professional marketers were pushing in their own campaigns.

For example, how fast were consumers actually adopting mobile? And how important is personalized marketing and advertising messages to the average person?

Placeable said marketers are outpacing consumer behavior or desires:

  • According to the research, marketers are more likely to want personalized offers, “with 72 percent of marketers preferring them, versus 55 percent of consumers.”
  • Marketers also tended to share more information on social networks than the average person, “like using traffic apps to share traffic conditions or weather apps to report on weather conditions,” the report stated. The data showed less than half of the marketers surveyed limited the information they shared to location only; nearly two-thirds of consumers said they preferred to restrict their social sharing to just location info.

“While marketers understand how location marketing works and how to get the best results, they need to remember that customers may not be as savvy – at least for now,” Placeable said.

For more information, you can access the full report here.

Google Analytics Adds Campaign Bid Adjustments Report

As we wrap up the first week of the official Enhanced Campaign migration and start to gather all the data we can to optimize our accounts in the brave new world of enhanced campaigns, Google Analytics comes in to save the day with the announcement of enhanced campaign Bid Adjustment Reporting.

Google Analytics now allows you to view how your bid multipliers are preforming by device, geo, day, hour, time on site, ROI and all the other rich data Google Analytics has to offer. Once your Adwords account has been linked to Google Analytics you can find the reports under:

Traffic Sources > Advertising >AdWords > Bid Adjustments.

Bid-Adjustments-location1

 

 

 

 

 

 

 

 

 

 

 

What information is available in the reports?

Google Analytics custom reports allow us to keep a close eye on all areas where we have the option to place a bid multiplier. In addition to that, we will be able to take advantage of the visitor metrics and user behavior information such as time on site, bounce rate, goal conversions and revenue data to optimize your bids.

We can now easily track data based on geo, device, hour and day of the week. By applying this report we can easily look at trends within your account at a granular level and quickly apply optimization changes to bid multipliers to head off any potential threats.

Bid-Adjustment-Revenue-Data1

 

 

 

 

 

 

Make bid adjustments based off ROI

If your account is set-up for eCommerce tracking, you will also have columns in your report for transactions, revenue and eCommerce conversion rates. Google gives the example below as an option for how to use the bid adjustment reporting based off of ROI metrics for a hotel chain:

[pullquote align=”left or right”]

Imagine a hotel chain has set Time bid adjustments of +20% on Saturday and Sunday after observing a better ROI on those days. Using this new report in GA, the hotel chain now observes that their ROI on Sundays is actually higher than on other days of the week. The hotel chain’s analyst finds that customers book more expensive rooms and longer stays on Sundays. Using this information, the hotel chain increases its existing Time bid adjustment for Sundays.

Posted by Nikhil Roy, Product Manager, Google Analytics Team

[/pullquote]

GA-Bid-Adjustment-ScreenShot1

 

 

 

 

 

 

 

 

Determine quality of traffic based off mobile bid modifier adjustments

Another way to use this report would be to see how mobile bid modifiers preform in relation to the quality of traffic.  For example, if you set your bid modifiers too low (-80% or more) are you getting bottom of the barrel low quality traffic? In theory, lower bids > worse keywords > worse traffic > worse analytics. The new Google Analytics Bid Adjustment Report will now allow us to see if the statistics tell the same story and be able to quickly optimize accordingly.

Monitoring and optimizing PPC accounts over the next few months as we venture into this new enhanced campaign world will be important and Google Analytics is now giving us a report that will make that a little easier.

Don’t be scared! Test out the new report and let us know what cool ways you’ve found to use the report to help optimize your enhanced campaigns.

 

The Best Digital Marketing Agencies: Don’t Just Pick A Random One

In a competitive industry like ours, we realize you have tons of options when trying to find the best digital marketing agencies. It still baffles me that a lot of mid size and even large businesses (5-100 million in annual revenue) don’t outsource this work or are even fully aware that search engine marketing agencies exist. I know they sound like fancy entities but for now, just think of a digital marketing agency as Mad Men in some digital format. The basic rules of these agencies are still at the forefront: creativity, design, print, font, pitch, and the constant effort of getting people with vastly different skills and roles to work as a functional and cohesive unit. The end goal of course, is what I like to call deliverability. Remember, GM dropped Facebook as soon as it learned its return off that marketing ad spend was not happening. Branding can be great and I am all for awareness, but if you can’t directly associate it to a positive return on marketing spend, who really cares.

If you are new to the idea of an online marketing agency, or just browsing for your company’s best interests, let me explain some of the benefits and features they provide. A top digital marketing firm will provide a well rounded strategy and be able to implement it either through consultation or initiative. Some of the basic skills include but are not limited to pay per click management, search engine optimization using high quality content (these firms are usually staffed with strong writers) and the knowledge of link building, and social media engagement that pushes products and services for the sake of brand awareness. These are the fundamentals in today’s new media world of establishing your company’s presence online.

Other features of going with an online marketing agency can include email/list management and, again, can be consultative or completely handed off. This can get complicated as high end software is needed if you want to do it right! All companies should start with auto responders on their websites and landing pages and at least be aware of the metrics that evolve from that auto responder (the first web interaction a consumer/visitor has with your site or brand). Coinciding with ppc, seo, social and email is the ever growing beast that is google analytics. From the travails of a single visitor comes an open sea of data and from that data we are able to extract attribution which is everything in the digital marketing space.

Attribution is the holy grail of online marketing because from it, we can secure the last drippings of who your buyer is, how they traveled your web properties, and gain insight as to what triggered their purchasing decisions. When you are able to understand what creatives, colors, fonts and messages work for each potential, you can serve them an abundance of those creatives and the potential browser becomes buyer. And that is when you begin to double down on your marketing ad spend which should only then yield stronger returns.

Results are what you really care about when shopping for the right internet marketing digital agency. There are several out there to choose from, so make sure they have the features mentioned in this post at the very minimum. If they do happen to possess them, and are able to execute them all well, you should be in good hands moving forward for your product, service and brand. The best digital marketing agency is out there, you just have to find it.

Top 10 Sites That Aren’t Optimized For Mobile

So, we’re not really sure what’s going on with the big boys not having mobile-ready websites. Is it because they’re relying on their app (if they have one) or is it that they’re dropping the ball? I’m pretty sure every marketer has read the stats on mobile, or at the very least, is aware of them. Further, you know these companies who boast millions of daily visitors must have some pretty savvy marketing teams. So then, what’s the deal with these guys? Let’s review the Top 10 most trafficked sites that aren’t mobile:

[custom_table style=”2″]

#1 Sourceforge.netRanked 202 in the world and looks like this on a phone:

sourceforge

Maybe they don’t want to invest more because of this?

 

#2 SurveyMonkey.comRanked 220:

survey monkey

At least I can easily find out ‘How It Works’…sort of:

survey monkey2

#3 SiteAdvisor.comRanked 223:

mcafee

#4 CafeMom.comRanked 273

 

cafemom

#5 InfusionSoft.comRanked 280:

infusion

#6 Breitbart.comRanked 287:

breitbart

#7 Mediafire.comRanked 288:

mediafire

#8 Fool.comRanked 292:

motley

#9 Newsmax.comRanked 293:

newsmax

#10 Marketwatch.comRanked 303:

marketwatch

[/custom_table]

History tells us that scores of companies eventually lost because of not adapting to the changing times in technology. 72% of all newly acquired devices are now smartphones. There are now more than 1 billion smartphones in use worldwide, with forecasts of an additional 1 billion more within 3 years. One in three minutes spent online is done on mobile devices – and they’re not texting in that minute. Google stats say that if you don’t have a mobile site or it’s not optimized for smartphones, 61% of your visitors will return to Google to find a site that is easily readable on a mobile device.

Learn about how MarketizeIt can help your company expand and thrive in the mobile economy.

 

When Will the Dinosaurs Wake Up? (Or: Lead Generation For the Future)

ppc management - lead generationAs a company who got their start in lead generation, we know how the system works. With that said, we also have evolved into a full stack marketing agency. So why won’t the dinosaurs in that industry wake up?

In my humble opinion, lead generation is stuck in 2008. Actually, it’s worse than that because the ‘bad guys’ have made the industry completely untrustworthy and finding the ‘good’ is difficult, to say the least. The lead generation model hasn’t changed in years and I’m at a complete loss as to understanding why this is. The only reasons I can come up with are the following:

  • People / brokers / companies do NOT like change – even if stagnating is detrimental to their bottom line.
  • People / brokers / companies do not understand other options are available to them.
  • They can only think in terms of CPL (Cost per Lead), CPA (Cost per Acquisition), etc. and won’t consider alternatives.

So here’s the current state of lead generation:

Example 1: Company A requires additional leads for whatever vertical they’re in – let’s use a financial services vertical called ‘Sales Floor’. So let’s say they need to get leads at less than $90 each because they know they have a CPA of $750 in order to be profitable and they know from prior experience in buying leads at this price that they can close roughly 20%. So this company looks for lead providers to provide said leads at this cost. Now, the lead provider has an AdWords campaign he can run on the Search network and he knows he can get these leads for about $65 each. But we can’t forget that he needs to make money too – so what does he do? He tells Company A he can get them debt leads that are highly qualified for $90 each and pockets the difference of $25 per lead. If he’s doing any kind of volume at all, this provider is doing pretty well for himself. Company A is also happy because they know these are good leads, they know they can close roughly 20% of all leads delivered and they’re staying below their CPA number. Everyone’s happy, right?

But let’s take the model and flip it around.

Example 2: Company B requires additional leads for their Sales Floor program. They’re currently receiving leads from providers of all sorts – those with Search campaigns, maybe some coreg leads (of course, no one ever admits to actually doing this), maybe some email leads, maybe some leads generated off some third party off-brand CPA network. They’ve been in the business for years so they have a pretty good idea of what leads cost and they know where they need to be on their CPA (still $750). They have their own in-house Search campaign, but it’s rocky – the search landscape keeps changing and their guy in charge can’t really keep up (not that anyone will actually admit this either). So the VP in charge of ‘Business Development’ (which we all know means ‘The Guy/Gal Who Gets Us Leads’) decides to do something drastic…he hires a company to manage his campaigns (let’s call this company MarketizeIt). Now, this is a drastic move, right? Um, actually, it just makes sense. Let’s run the numbers.

Company B has a daily budget of $500 in their current campaign. They’re getting conversions at roughly $115 each. MarketizeIt comes in to manage the campaign and immediately makes some drastic changes because…well, that’s what they do. Change, optimize, improve. So now Company B is getting conversions (ie, leads) at $65 each. They’re paying a modest monthly fee to MarketizeIt to get leads at this price – and guess what? It’s cheaper than getting leads from lead providers. Now they can take the money they were spending on all those other lead channels and put that money to proven use in their campaigns.

Let’s look at some real math:

[custom_table]

Lead Provider MarketizeIt
# Leads 150/month 150/month
Your Cost $13,500 $10,000
Management Fee $0 $1,000
Total Cost $13,500 $11,000
Savings $2,500/month  

[/custom_table]

Why isn’t everyone doing lead generation this way?

The only caveat a company could have to moving to this model is the uncertainty of the performance of the marketing company. To this, I say – call us. Let us give you some references from our clients. Talk to them about what we’ve done for them. Ask us about us building in some kind of guarantee for you. Call us today at 512-215-2542.

 

PUT US TO THE TEST

We welcome you to contact us for more information
about any of our products or services.