Mobile Marketing

DaBrian Marketing Group, LLC. Offers Businesses the Opportunity to Learn More About Online Advertising

September 16, 2016 by Dabrian Marketing Group Leave a Comment

DaBrian Marketing Group, a Google Certified Partner, will hold a Google Connect education event provided by a Google employee on September 28, 2016.

Reading, Pennsylvania – DaBrian Marketing Group, LLC, leaders in online advertising and digital marketing solutions, will host a Google Connect event from 11:30am to 1:30pm on September 28, 2016. The event will be hosted at DaBrian Marketing Group’s offices at 500 Penn Street, Suite 201 in Reading, Pennsylvania, and will feature Tim Reis, Director of Performance Agencies, and David Chung, Mobile Site Transformer, at Google. This event is only available at Google Partner locations. Reis and Chung’s live-streamed presentation will focus on online advertising capabilities and Google Adwords.

According to Google, 74 percent of people get frustrated with website offers, ads, and promotions that appear to have nothing to do with their interests. In addition, 76 percent of people who conduct a local search on their smartphone visit a business within 24 hours, and 28 percent of those searches result in a purchase. This event will help businesses to gain a better understanding of what their company could and should be doing to effectively use online advertising, delivered straight from a Google employee who specializes in this work.

“In discussions with potential clients, they often assume that Google AdWords is just search which simply is not the case. We help clients to identify opportunities that align with their business, geography, and target audience,” says Daniel Laws, Jr, President and CEO of DaBrian Marketing Group. “Through this event, businesses can discover the true power of Pay per Click advertising and how DaBrian Marketing can manage their ad campaigns that will successfully allow them to stand out amongst their competitors and gain the leads they want most.”

DaBrian Marketing Group is a full-service digital marketing agency and Google Certified Partner that specializes in pay per click advertising, online advertising, and Google Adwords. They are local experts and offer their clients extensive experience with the Google AdWords platform and certifications. The company is able to access frequent updates from Google directly because of a close professional relationship they have developed when they need advice. This Google Connect event is free of charge and lunch will be provided. To register, visit the online registration page.

DaBrian Marketing Group, LLC.

DaBrian Marketing Group, LLC provides clients with the most innovative digital marketing solutions to solve their business challenges. Their diverse staff has a commitment to analytical measurement and analysis as well as their commitment to a community, job growth, and talent retention in the local area. For more information, visit DaBrianMarketing.com.

Contact Information

DaBrian Marketing Group
Email: Search@DaBrianMarketing.com
Phone: 610.743.5602

Source: DaBrian Marketing Group

Pay Per Click Ad Copy Writing Just Got… (Easier?) Longer

September 12, 2016 by Justin Miller Leave a Comment

PPC ad copy character limits have been one of the most challenging components of Pay per Click. Google AdWords has announced/released Expanded Text Ads (ETA). While this new update to the Ad format gives advertisers more characters to use, does it make this challenge any easier?

The new Ads increase the character limit on the Headline, add an additional new Headline, and combine the two description lines into a longer single block of text. Here are the specific details:

	Old (Traditional) Ad Format	New Expanded Text Ads (ETA)
Headline 1	25 Characters	30 Characters
Headline 2	N/A	30 Characters
Description Line(s)	35 + 35 Characters	80 Characters
Display URL	35 Characters	Your URL + 15 + 15 Characters
Total	130 Characters	170 + Your URL

When Are Pay Per Click ETAs Coming?

While ETAs are available now, October 26th January 31, 2017 (Google just gave you more time) is when Expanded Text Ads will be the default text ad format shown when you conduct a search on Google or create a new Ad Copy in AdWords.

Why Is Google Making an Ad Copy Change?

This change furthers Google’s attempt to align a user’s experience on all devices (desktop, tablet, and mobile). In addition to a consistent user experience, Google is reporting that the testing of Expanded Text Ads has boosted Click-through rates (CTR) as much as 10-20%. These additional clicks bring more visitors to your site and offer more opportunities for new leads, online sales, and revenue.

What Is NOT Changing - Ad Extensions & Customizers

All Ad Extension (Location, Call, Sitelinks, Callouts, Review, and more) will continue to work with Expanded Text Ads. However, if your Ad Copy and Ad Extensions are duplicates of each other, then they will be less likely to be shown.

Along with Ad Extensions, Dynamic Keyword Insertion (DKI) and Ad Customizers will continue to work within Expanded Text Ads. With the increase in character limits, not only will these features work, but they are easier to fit into your Ads.

My Thoughts on Pay Per Click Expanded Text Ads

I am very excited for this change! More characters mean we can communicate more features, benefits, and unique selling propositions. As I am writing new Ads in the Expanded Text Ad format, I am working on utilizing DKI and Ad Customizers. I look forward to improved Quality Score, higher CTRs, and lower Cost per Click. More importantly for our clients, these new ads should result in more Conversions (Leads and Sales) at a lower Cost per Acquisition (CPA), and higher Return on Ad Spend (ROAS). Larger character limits may not make Ad Copywriting easier, but it will be interesting to see how advertisers use them. How are you planning on utilizing the additional characters in your PPC Ads?

Leave your questions or comments about Expanded Text Ads or PPC Management below or contact DaBrian Marketing Group.

Our New eBook, Your New 5-Step Guide to Ecommerce

August 15, 2016 by Dabrian Marketing Group Leave a Comment

The Ecommerce Revolution

Shopping, today, is different for consumers when compared to traditional methods and practices. Where people once had to travel to stores and order from paperback catalogs for nearly every purchase, people currently sit down with a phone or tablet in their hands. Ecommerce – online shopping – has transformed the marketplace for retail companies.

The New Marketplace

The act of researching products online – finding their basic information, availability, and price – is almost a prerequisite to visiting a company’s physical location. Similarly, increasing amounts of people choose to purchase products through online stores in addition to visiting physical stores. This overall trend in consumer behavior is the reason that DaBrian Marketing Group’s new eBook, A 5-Step Guide to Improve the Performance of Your Ecommerce, has been written.

DaBrian Marketing’s Solution to Your Problem

Watch our SEO Consultant, David McDowell explain Ecommerce.

Within your FREE Guide to Ecommerce, our Bing Ads-certified team details the five major objectives that work to maintain an effective online store for your company:

Create a strategy
Use the right Point Of Sale (POS) system.
Study your customers’ journey.
Meet expectations.
Invest in the right channels.

Inside of this FREE eBook, find valuable information about today’s marketplace from reputable sources within the digital marketing industry. Get recommendations for several online shopping platforms that are easy to use and actually make shopping easier for your customers.

To keep customers buying from your company, let them make purchases in the most convenient way: online. Download your FREE Guide to Ecommerce, today.

4 Things You Need to Know About Google Tag Manager

July 5, 2016 by Daniel Laws Leave a Comment

Google Tag Manager is a free tool that makes it easy for marketers and IT professionals to add and update website tracking codes – including conversion tracking, site analytics, remarketing, and social media – with just a few clicks and without the need to edit your website tracking code. Google Tag Manager provides businesses with control of the tracking codes, usability for marketers and IT, the ability to share information with specific users’ permission, and integrations to measurement marketing code like Facebook. Tag Manager captures the data that can lead to better ROI, a reduction in marketing costs, and a lot of time saved for your team!

Below are 4 things you need to know about Google Tag Manager:

1. You Need a Measurement Plan

A measurement plan is a document that translates your organization’s goals and objectives into metrics so that you can keep track of your website and marketing. A measurement plan provides a framework for the configuration and implementation of digital marketing strategies on your website. Without a measurement plan, there is no structure for a tagging implementation strategy. There is no way to verify that you have the necessary information to measure your goals and objectives!

2. One Tracking Code to Measure Marketing Initiatives

With Tag Manager, you get one tracking code to measure your website and marketing initiatives. This consolidates all of your data into one location to foster better decision-making based on that data. There are tagging templates and integrations to combine tracking codes from Facebook, LinkedIn, AdWords, Google Trust Stores, and more. Just one Google Tag Manager code will increase your website speed and improve your customer’s online experience on desktops, tablets, and mobile phones.

3. Google Tag Manager works for Web & Mobile Apps

Your Google Tag Manager tracking code should be added to your existing website code. As mentioned in the previous section, this Google Tag Manager code will work on responsive websites (for desktops, tablets, and mobile phones). Specifically for mobile phones, the implementation of Google Tag Manager for Mobile Apps is done with Firebase SDK. Firebase is a Google tool and infrastructure that is used to build better mobile apps and grows businesses by developers. Firebase SDK works for both Android and iOS to track behavior and actions that are specific to mobile apps and indicate success for businesses.

4. Better Measurement of ROI with Google Tag Manager

Too often, marketing and IT professionals work to get a website and mobile app live while neglecting to identify how they plan to measure success. With Google Tag Manager, both marketing and IT professionals have the ability to create and capture metrics that are needed to determine success as well as improve upon that success. The accessibility of integrations and templates make it easier to collect metrics within a single console. Overall, you get better data, better metrics, and better decision-making with Google Tag Manager. This means more money in your bucket and less time and money wasted!

Check out Google Tag Manager resources or contact DaBrian Marketing Group today!

How to Become a Content Marketing Psycho with Psychology

June 13, 2016 by Dabrian Marketing Group Leave a Comment

You may be thinking, “What in the world does psychology have to do with content marketing?” Don’t worry, you are not alone.

Our popular culture portrays psychology as therapy rather than research, as medical prescriptions rather than behavior analysis, and as a series of terrifying mental disorders rather than organizational performance improvement. This post corrects these common misconceptions and shows the ways in which social psychology is most useful for content marketing.

What Is Content? The King, That’s What

Let’s define content within digital marketing. Content refers to any text, photography, video, audio, or otherwise interactive material in your brand’s advertising campaigns and website. The content is anything that the consumers come to view, read, hear, or click.

In the digital marketplace your brand’s content must be flexible in order to adapt to different media and devices. Both your mobile site and your desktop site must display your products in an entertaining and attractive format.

Your brand’s content must also engage consumers, immediately. Consumers want to view your products, now. They want to watch your video, now. They want your web page to load, now. Don’t make them wait – capture their attention at the very second that they are available to you! Offer the information for which consumers are searching. Create content that appears when consumers search for your brand’s industry, topics, or services.

After consumers view, read, or click on your content, what do you want them to do? Whatever task you want them to complete, you must make it obvious through a Call-to-Action. Direct consumers’ behavior by actually giving them something to do: subscribe, fill in the information, click the button, or leave a comment.

To create effective content for your brand’s digital marketing, study and understand human behavior.

Social Psychology - Real People, Real Interactions with Your Brand

Most people believe that psychology is all about Freud, psychotherapy, and One Flew Over the Cuckoo’s Nest (an amazing film that’s currently available on Google Play). But, that assumption is wrong.

Psychology focuses on the research of human behavior and cognition. Social psychology, specifically, is the study of individuals in social interactions to better understand society.

A recent peer-reviewed article by Acar & Puntoni (2016) discusses the power of individuals in digital marketing: consumers are active agents in their digital viewing and purchasing decisions. It is important to remember that, in digital marketing, consumers are responsible for their actions rather than brands.

For this reason much of social psychological research focuses on the contexts of behavior. Applicable questions are: “What conditions need to be present for consumers to purchase your product?” and “In what kind of situation is a purchase, subscription, or click probable?”

The answers to these questions depend upon the distinct context in which consumers interact with your brand. The order of your brand’s content – the actual words, images, videos, and designs – matter to consumers’ perceptions of, and overall interactions with, your brand (Ducarroz, Yang, & Greenleaf, 2016).

Psychology & Content Marketing - Not That Crazy, After All

When you think about these aspects of social psychological research, it is clear that they apply to your brand’s digital marketing content. Use social psychology to study and direct the behavior of consumers:

Be flexible with your content to fit any kind of interaction or digital interface.
Focus on a consumer’s immediate environment and available choices to foster engagement.
Use the needs of consumers rather than the needs of your brand to encourage purchases.

Do you have any questions or comments? Leave them in the section, below! We would love to hear from you. Contact us to start a conversation about your brand’s content marketing!

A New Approach to Healthcare Marketing

March 28, 2016 by Dabrian Marketing Group Leave a Comment

As a Healthcare Provider Are You Confident Your Current Marketing Strategy Is Reaching Your Target Audience?

New Patients Are Online And Ready To Be Engaged

On March 9th DaBrian Marketing Group, a Certified Google Partner Agency hosted a live webcast to explore the impact ever-changing consumer search behaviors have on Healthcare Marketing. The consumer search data trends compiled by Google was presented by Ben Tyson, Head of Sales Enablement for SEM and Directories Partners at Google and Brendan Jacobson, Google’s Channel Partnerships Team member. Understanding the evidence-based approach to medicine that is practiced, it is clear that the Healthcare Marketing strategies need to change. Here are a few points we found particularly eye-opening. We would love to hear your takeaways as well.

Why Healthcare Marketing Needs a New Approach

The Internet Is A Go-To Source For Health & Wellness Information

People Spend More Time Online Than Any Other Medium

77% of People Search the Internet First For Healthcare Information

90% of Patients Begin Searching for Conditions, Symptoms & Treatments

Patients WILL Go Online To Verify Doctor’s Diagnosis

Where they are searching has also changed. It almost goes without saying that the utilization of mobile devices has been rising and consumers use them everywhere, including 16% who are using them while in a doctor’s office!

16% of Patients Use Mobile Phone While In Doctor’s Office!

Implications of Not Changing Your Marketing Approach

So you may be asking why is it so important to be online at this point? Perhaps these findings from Google will answer that:

At time of decision, nearly half of all consumer research ends on an a Branded Ad.

28% visited the website of a hospital that was advertised

50% search for health information because it is quick

77% will switch to another site if it's not easy to find what they were looking for.

And don’t forget the 16% who might be reading a competitor's Ad while sitting in your waiting room!

These few points alone might not convince you to change your approach, but hopefully it has gotten you to think about your current marketing strategies. Healthcare Marketing has been lagging behind other industries in terms of effective digital marketing initiatives, which can be complex in an already challenging field to begin with. So keep it simple and just ask yourself a question: Are you reaching the right people, with the right message, at the right time? If you aren’t, or you’re not sure, DaBrian Marketing Group would be more than happy to talk with you, so give us a call at 610-743-5602.

I encourage you to check out the full Google Partners Connect – Healthcare video. It dives much deeper into the story.