Home » Digital Marketing

Digital Marketing

Young woman checking her phone

If you want your company or brand to stand out in 2020, you need to personalize your marketing tactics to appeal more to potential customers.

People are able to personalize nearly everything today. There’s a vitamin company that allows you to create a customized plan based on your health needs and get a box of vitamins put together just for you each month. Meal services allow you to choose types of foods you like and dislike to personalize the menu choices they offer you each month. It’s time to join the bandwagon and figure out how to give people the personalized experience they’re expecting.

Here are some stats from Instapage about how consumers feel about personalization:

  • 63% of consumers are highly annoyed with generic advertising blasts.
  • 80% say they are more likely to do business with a company if it offers personalized experiences.
  • 90% claim they find personalization appealing.

Personalization in Emails

Set yourself apart from the competition by personalizing your marketing emails. Personalization can increase customer engagement and sales. You can implement basic personalization tactics like personalizing subject lines, or more advanced techniques like using dynamic content.

According to Campaign Monitor, “emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.”

Personalization rates

Image Source: Campaign Monitor

Here are some examples of personalization for email campaigns:

  • Segmentation or dynamic content (city, gender, industry, etc.)
  • Recommendations on what they should buy next or consider next for purchase (accessories, tops vs bottoms, etc.)
  • Recommendations with an offer
  • Personalized subject lines

Here is a great example of a company that is successfully using personalization today:

  • EasyJet launched a data-driven email campaign that uses customers’ travel history with the airline to build personalized stories, which then suggest where they might like to travel next. About 12.5 million unique emails have been sent, which had a 25% higher click-through rate than non-personalized emails.

Personalization on Websites

Learn more about the people who visit your website. We know personalization can increase customer engagement, and increase sales so you should also be gathering information from all the places that people visit like your website.

Here are some ways to better understand what users are looking for so you can personalize your website:

  • Pop up surveys on the website
  • Automated email triggers (ask for more than just their email such as what topics or content they would be interested in)
  • Look at analytics or reporting after an email campaign to see what pages received traffic and had the longest time on page
  • Heat Mapping - see what people were most interested in on a page (what had the most clicks or how far people scrolled

Here is an example of a company that is successfully using personalization today:

  • Starbucks uses a gamified mobile app that draws on data like purchase history and location to get as personal as possible, allows customers to customize their drinks and encourages further use with its rewards system, which skyrocketed their revenue to $2.56 billion

Personalization in Social Ads

You can use data about demographics, interests and online searches and then analyze and segment your audience to tailor content that is relevant to profiles on social platforms. Customers expect a certain degree of personalization in many of their purchase decisions. It’s just one of the reasons why you should also embrace personalization in your social media marketing tactics.

Here are some personalization examples for social media campaigns:

  • Retargeting ads
  • Direct messages
  • Quizzes/Questionnaires

Here is an example of a company that is successfully using social media personalization today:

  • Cadbury created a personalized video campaign that matches a Dairy Milk flavor with users based on data from their Facebook profile, including age, interest and location. The campaign generated a 65% click-through rate and a 33.6% conversion rate, proving that the personal touch works. Watch the video below!

Watch Video

Start Personalizing Your Marketing Campaigns

Dive into your data and start personalizing your marketing tactics today. Need help figuring it all out? Contact Sanctuary! We love working with companies to personalize their campaigns.

Sources: SingleGrain, GlobalWebIndex, smile.io, Campaign Monitor, Instapage

Boost Your Digital Marketing Results with Personalization
A-BTest

Testing different variations of copy and creative is critical if you’re trying to run a successful Facebook Ads campaign. You should constantly be testing out different versions of copy against each other to ensure that you’re getting the most bang for your buck.

This process used to be a little more tedious, but thanks to a new update in the Facebook Ads Manager, testing is easier than ever before!

Dynamic Ad Creation in Facebook Ads Manager

Facebook’s Dynamic Creative option is great for A/B testing. It allows you to test up to 10 different creative options as well as copy, including up to five primary text options, five headline options and five description options. You’ll also be able to use multiple Website URLs still rolling out), as well as up to five call to action (CTA) options.

*Note: These options will be mixed when presented to viewers. This means that your copy should be broad and not specific to any creative. If you want to test copy options for a specific creative, simply make a new ad with 1 creative option and multiple text options.

Creating Your Dynamic Ad

To create your first dynamic ad, you’ll have to first enable “Dynamic Creative” in the Ad Set level.

*Note: If you don’t do this, you’ll be able to create different text options, but will not be able to monitor them individually and will only see overall results of the ad.

Once you’ve enabled “Dynamic Creative”, you’re ready to create your ad. Take the following steps within the ad editor:

  • Select “Single Image or Video” under “Format”
  • Click on “Select Images” or “Select Videos”. You can choose up to 10 different creative options.
  • Under Primary Text, Headline, Description, Website URL, and Call to Action; use the “Add Another Option” button to add up to five different options for each.
  • Continue building your ad as you normally would.

How Does Facebook Decide How to Serve this Ad?

Facebook has recently announced that they are using machine learning to assist in the creation of ad variations. This means that someone’s on and off platform actions will help Facebook determine the most appropriate variation to serve them. This includes where the ad could be placed (i.e. Instagram Stories, Facebook Feed, Facebook Sidebar, etc.), as well as creative and copy variations.

Monitoring Your Dynamic Ad Assets

After you’ve created your ad, you’ll want to know how the individual pieces are performing. This is done within the “Breakdown” option in Ads Manager.

When viewing your ad performance in Ads Manager, click on “Breakdown”. You should see an option called “BY DYNAMIC CREATIVE ASSET”. When you hit the dropdown, you’ll see many options, including None, Image, Video and Slideshow, Website URL, Text, Headline (Ad Setting), Description and Call to Action.

When you click one of these, a list of all of the options you made will show up under the ad. You’ll see all of the columns that you have visible to monitor broken down by each of your options. You can use this information to determine which options to move forward with in the future and which ones to drop.

Partner With a Team Who Gets How to Manage and Optimize Facebook Ads

Does this still seem complicated and tedious? If you’re a business owner, managing your Facebook Ads may not be something that you have the time or the patience for. Don’t fret! At Sanctuary, we have a team of professionals willing and eager to help grow your business through a variety of digital marketing channels.

Contact us today to see how we can help!

New and Improved Ways to Test and Tailor Facebook Ad Copy and Creative
Google Ads Explanation Tool

Google ads can be a great way to advertise your product or company. They can help drive traffic to your website and generate more leads and sales for your business. With that said, if you are advertising through Google, it’s important to stay up to date on changes within Google Ads—especially changes that can really help better understand impressions, click and cost changes. There’s a new “explanations” tool that will help you do just that!

Understanding Performance Changes

Within Google Ads, you can now request an explanation (available on certain campaigns) to see why things like impressions, clicks and costs have changed. This is especially helpful if you have seen a big increase or decrease in certain metrics. Google Ads can provide an explanation for these changes, which allows you to focus more on optimizing your ads and less time investigating why your costs or number of clicks have changed.

Factors That Can Affect Your Performance

There are numerous items that can affect your campaign or ad group performance, which will be helpful as you create new ads or change existing campaigns.

  • Bid changes: How changes to your bids may have affected where and how often your ads showed.
  • Bid Modifier changes: How changes to your device bid modifier, location bid modifier, demographic bid modifier, and audience bid modifier may have affected performance.
  • Budget changes: How changes to your budget may have affected how many clicks and impressions your ads received.
  • Budget allocation: How spreading your budget across multiple entities (for example, ad groups) may have affected the performance of other entities.
  • Budget exhaustion rate: How changing your average cost-per-click (CPC) may have caused your budget to run out more quickly or slowly than usual.
  • Eligibility: How different factors may have affected how often your ads were eligible for traffic (for example, budget exhaustion or pausing an ad group or campaign, when all ads in an ad group were disapproved).
  • Change history: How changes to your account may have affected your account’s performance.
  • Targeting changes: How changes to location targeting, keywords targeting, keyword status, and adding/removing an audience may affect performance.
  • Auction competitions and search interest: How changes in search volume on Search partners and opt-in/opt-out of Search partners may affect performance.

Using Google Ad Explanations

To access this tool, sign in to your Google Ads account. Click Search Campaigns from the navigation menu on the left. Next, click Campaigns or Ad Groups from the page menu on the left. In the upper right corner, choose your date range, and check the compare box, then select the dates you want to compare, and hit apply. Make sure the time periods are of equal length, or explanations won’t show up.

You will see a percentage change below the numbers in your performance metrics columns.

Explanations-1

Image Source: Google

Next, click See Explanations in the box to get more details about the campaign or ad changes.

Explanations-2

Image Source: Google

After utilizing this tool, you are able to learn why your campaigns increased or decreased, and can use that information to improve the next ads you run.

Things to Keep in Mind About Explanations

The Google Ad explanations tool is fairly new and there are a few things to keep in mind about it. It is currently only available for Search campaigns using manual bidding or enhanced CPC. You won’t see an explanation option for Search+Display, Video, Shopping, or Dynamic Search ads.

Secondly, this tool can compare two time periods of equal length within the last 90 days, which helps the system from making inaccurate explanations. Another thing to keep in mind, explanations may only show for campaigns with significant performance changes.

Lastly, the tool is currently in beta, but its functionality will be expanded on over the coming months.

Get Help with Google Ads

If the Explanations tool isn’t really satisfying your urge to better understand or even optimize your Google ads, we’d be happy to help make sense of it all! Contact Sanctuary to learn more.

Improve Your Google Ads with the New Explanations Tool
Wooden figures representing audience targeting

You have the option to now combine audience targeting to create special audiences for your search targeting efforts in Google Ads. You can layer in elements such as demographics, in-market, affinity and other targeting options. Requiring that users be included in a set of demographics, affinity or intent, and searching for your chosen keywords allows you to really hone in on a specific audience.

Changing the Way You Set Up Campaigns

This may change the way you’d like to set up your campaigns if there is a targeted audience that you would speak differently to or even use different keywords for. Since you’re able to target them so well with this combined audience, you may be able to use more general key phrases that you otherwise would not use.

You can also choose to set up these combined audiences and set it to Observation instead of Targeting to get data on how that audience performs without strictly targeting only that audience. You can test this audience matching without limiting your reach to just those specific audiences this way.

Set Up New Combined Audiences

To set this up, you would need to go to the Audience section within the search campaign you’d like to use. Under Browse, you would select to add a New Combined Audience. You can choose your ideal audience, allowing your search campaign to narrow in on who your ads will be shown to. Google Ads makes this easy to use with their audience builder. For example, maybe you’d like to target the following: Homeowners, Home Decor Enthusiasts affinity market, and in-market for Home Furnishings.

Google will show you information regarding estimated audience size as you build your custom audience. These combined audiences must have at least 1,000 members in order to be used in your campaign. To use this, you should know your audience well and use resources such as Audience Insights in your Google Ads account.

Get Help Targeting the Right Audiences

If combined audience targeting is a little too much to tackle right now, the Sanctuary team would be happy to figure out how we can help maximize your Google Ads. Contact us today to talk more about audience targeting!

Combined Audiences for Search Targeting in Google Ads
Google Shopping Ads

Consider the impact of this statement on your ad strategy: 50% of online shoppers say images of the product inspire them to purchase. If your ad strategy is solely text based using Google search, there’s a high probability you’re missing out on prospects who are actively looking to purchase. Because Google knows online shoppers are visually motivated, they are investing more in shopping solutions across their properties. Let’s explore a few of the new visual formats Google announced in March of 2019.

Shopping Ads on Google Images

These ads were launched to provide shoppers more visual inspiration.

  • Now you can highlight multiple products available for sale within your sponsored ad in Google Image results.
  • You can scroll through the images and hover over the sponsored ads to see the items for sale in the image, along with their prices, the brand and more.

Check out the gif below for a visual on how they work.

Shoppable_Image_Ads

Source: Google

Showcase Shopping Ads

These shopping ads are also available now to Google Images (previously only available in shopping campaigns). When these ads were originally launched in shopping campaigns, over 40% of shopping-related searches on Google were for broad, research-oriented terms like, “bedroom furniture”.

  • These ads are designed to help shoppers narrow in their focus when they’re in exploration or discovery mode.
  • Unlike the product and price specific ads mentioned above, Showcase Shopping Ads let you promote your brand and product through beautiful imagery.
  • Opening these ads up to Google Images is a natural fit with where curious shoppers look for inspiration.
  • Furthermore, Google’s blog provides compelling statistics for how these ads have previously been successful in shopping campaigns: “Brands like Overstock.com are seeing the benefit: the team recently created 50+ Showcase Shopping ads and saw a 3x increase in brand searches and 32% more click-assisted conversions leading to a purchase compared to standard Shopping ads.
Showcase Shopping Ads

Source: Google

Merchant Center Expansion

In perhaps some of the most exciting news of the year, Google’s Merchant Center has expanded beyond a solely pay-to-play model. Retailers can now provide product data to Google, free of charge so that you can start showing more of your product information to potential shoppers.

Contact our Team to Explore Visual Ad Formats

Consumers’ increased reliance on visual ad formats will not only affect e-commerce business models. Conduct a few searches for products like your own, and you don’t have to look far to find competitors in the visual space where you’re lacking coverage.

Contact us to start the conversation about how to take advantage of this visual space or to combat competitors who are currently taking up your share in search results.

Visual Ad Formats are King on Google
Question marks on sticky notes representing frequently asked questions

In the past, FAQ pages have been treated like a non-important essential—if that even makes sense. You know you should have an FAQ page (everyone does, right?), but you haven’t really put much time into making it something beyond a list of questions and answers.

Now that Google is displaying Featured Snippets at the very top of search results, and voice search is gaining in popularity, your FAQ page is key to higher visibility. If you’re trying to think back to the last time you’ve touched your FAQ page and can’t remember, don’t worry! There are steps you can take to optimize the page and help it rank higher in search.

Why Does My FAQ Page Matter?

Featured Snippets, which show up in what is being deemed as Google’s “position zero”, are selected search results that appear at the top of organic results and are aimed at directly answering a user’s question. Google searches content on the internet to find the article that best answers the question, and then displays a snippet from that article. These featured snippets are seen by users as the “ultimate” answer to their question.

Whether performing a traditional text search or a more on-the-go voice search, featured snippets are what pop up first in response to a user asking a question.

It would probably be beneficial to have your content show up in that prime spot, right? Absolutely. And the easiest place to start optimizing your content for featured snippets is the place where all your frequently asked questions are housed—your FAQ page!

How Can I Optimize My FAQ Page?

If you’re looking at your FAQ page and wondering what more you can do to make it effective, it’s helpful to run through an initial audit of the page. Touch on the following points in your audit:

  • Location - Is your FAQ page easy to locate? Or is it tucked down in the footer where no one will likely see it?
  • Relevance - Is your content outdated? When is the last time you’ve refreshed the answers on this page? It’s important to make sure your information is accurate before trying to improve it.
  • Media - An FAQ page that is straight text is not only boring, but probably not all that effective at answering questions. Consider adding in images and video where applicable to make your information even more clear and easy to understand.
  • Content - Beyond answering simple questions about your hours or location, be sure to include highly valuable information on your products or services that will gain traction in search results. Dive deeper into topics that your current and potential customers may think about during the buying process.
  • Design - Do you have to scroll on and on to get to the end of your FAQ page? Consider making the design of your page a little more user-friendly by adding in pagination, a sorting feature, or even just creating separate pages to link out to for more information.
  • Cross-Linking - In addition to creating a new page for each question and linking out to the answer, it’s also a good idea to cross-link to other pages on your website to increase traffic to those pages and provide the user with more information. If your information gets picked up for a featured snippet, this will help gain traffic to other pages on your site in addition to your FAQ page.
  • FAQPage Structured Data - You can add schema markup to any content that represents a question and its answer for a better chance of having a rich result displayed in search results. The great thing about the schema markup is that it can be used for content anywhere on your site where you have a question and answer, not just on your FAQ page.

Start Connecting Users with Better Answers to Their Questions

Once you’ve run through an initial audit to see how you can improve your FAQ page, start chipping away at the changes. If you’re not sure where to start or need help making some of the changes, reach out to us to see how we can help!

It’s Time to Dust Off That Old FAQ Page for a Shot at Position Zero
Web push notifications

When a notification pops up on your phone or computer, it’s pretty hard to ignore, right? That’s the whole idea behind push notifications, and the reason why they’re becoming more prevalent. Push notifications are something you will see more brands adopting in 2020 as they find ways to engage with customers on a variety of channels.

Push notifications can be viewed across several devices including desktop, mobile and tablet—meaning more ways to reach users. They can be delivered as long as the user has consented to receiving them and if they have their internet browser open. They also work on some mobile browsers like Chrome and Firefox.

Why are Push Notifications Important?

  • Sign-up rate is higher.
    Twice as many people will sign up to receive push notifications compared to receiving a newsletter. Only 10% of the top email marketers achieve a sign-up rate that matches web push notifications.
  • People see push notifications quicker.
    The average time that passes for when a person will open a newsletter is 6.4 hours compared to someone opening a push notification immediately or within the hour of receiving it.
  • Click Rate is higher for push notifications than email.
    Businesses using push notifications report a 7 times higher click rate.

Different Types of Push Notification Campaigns

  • Promotional - Promote a product, service or event. Unlike an email that can get buried, a push notification is a bit more of an active approach to spreading news and inciting urgency.
  • Transactional - These campaigns are triggered after a person completes a transaction on your website. They would go into a campaign based on the transaction completed. For example, if the customer recently completed a purchase, you could send them tracking information on receiving their purchase.
  • Alerts - These alerts should entice the user to take an action. For example, maybe a sale is ending soon and the message notifies the user of the last chance to participate in the sale. This helps create a sense of urgency for the user.

Best Practices for Using Push Notifications

  • Personalizing messages is important. Personalized push notifications increase open rate by 4% and 54% of users will convert if they receive a personalized push notification, compared to a broadcast message to a larger audience.
  • Timing matters. Send notifications based on a customer’s local time zone. If sent at the wrong time, a customer may view your message as intrusive and they may unsubscribe.
  • Create short and clear content. The basic messaging to include in a notification is a Push Title, Push Description, Website Icon, Notification Image and Call To Action.
  • Target messaging to segmented audiences. The user experience will be enhanced by sending them messages that provide them with value and also increase click rate.
  • Call To Action should be easy to understand. After the user has read your messaging, the Call To Action should guide them on what you want them to do next.
  • Where you are landing the user after clicking the Call To Action is very important. The landing page should be relevant to the push notification because the user cannot go back and re-check the notification after they have clicked on it. If there is important messaging on the push notification (example: discount code), make sure the discount code is also on the landing page.
  • Limit the number of messages sent per day. You should not be sending more than one push notification per day. Sending more than that decreases click rate and can increase your opt-out rate.

Integrate Push Notifications Into Your Digital Marketing Plan

Overall, push notifications are a great tool to explore and see if it makes sense to integrate them into your digital marketing plan. They offer a lot of benefits when done right, and ultimately can lead to increased customer retention and conversion. Contact us today to see if push notifications will help you reach your goals!

Sources: Single Grain, e-goi, PushEngage

Push Notifications: What are They and Why are They Important?
Person searching internet on mobile phone

Why Does Google Think Lead Form Extensions are Effective for Businesses?

  • Convenience: Users can complete the lead form directly from the search results instead of navigating to a mobile site.
  • Relevance: You’re reaching customers right at the moment when they are searching for your offered products or services.
  • Seamlessness: The form can pre-populate with user information.

Google points out that in just two clicks and three seconds, you can engage with a quality, high-intent audience.

Where Do Lead Form Extensions Show Up?

The Lead Form Extensions will only show on mobile and tablet devices since they are more focused on providing ease and convenience to users on the go.

We have found that only a limited number of accounts are eligible to show these, but Google is expected to roll out the ad extensions to all accounts in the near future. If you’re interested and wondering if your account is eligible, we can check for you!

Options with Lead Form Extensions

There is a lot of personalization with these extensions. You can choose a call to action, headline, description, background image, information you’d like to request and a submission message.

There is also an optional webhook integration, which is an API that enables you to send leads to your CRM. You would need to add a webhook URL and key and may possibly need to configure something within your CRM. This part is purely optional. If you don’t do this, just make sure to download your leads often as a CSV file, as Google will only keep this lead information for 30 days.

Get Lead Form Extensions Running for Your Google Ads Campaigns

To set up Lead Form Extensions, you would go through the steps to create a new extension in your desired campaigns. Of course, at Sanctuary, we’d love to help you get these extensions running in your Google Ads campaign. Contact us for more information!

Google Lead Form Extensions Show Promise for Higher Conversion Rates
Man working on laptop updating Google My Business account

Google My Business (GMB), like all other Google platforms, continues to make innovative new features to help both local and national businesses get the most out of their listings. We’ve evaluated how each of these new features will help local businesses maximize the potential of their GMB listings.

Use Attributes to Let Customers Know What You Have to Offer

Attributes let customers see what your business has to offer, such as Wi-Fi or outdoor seating, or if your business is women-led. Adding relevant, accurate attributes to your Business Profile helps you stand out to your customers that find your business on Google.

Attributes appear on your Business Profile on Google Search and Maps. Some attributes, like "Outdoor seating" or "Women-Led," can be highlighted as badges when customers find your business on mobile.

Attributes in Google My Business

Certain factual attributes (e.g. outdoor seating, women-led) are directly editable by you. Subjective attributes (e.g. whether your business is popular with locals) rely on the opinions of Google users who’ve visited your business.

Your business category determines the attributes available for your Business Profile. Here is a list of attributes that are available:

  • Accessibility
    • Wheelchair accessible elevator
    • Wheelchair accessible entrance
    • Wheelchair accessible parking lot
    • Wheelchair accessible restroom
    • Mobility scooter rental
  • Amenities
    • Gift wrapping
    • Online scheduling
    • Wifi (Free or Paid)
    • Restroom
    • Unisex restroom
    • Bar onsite
    • Good for kids
    • Restaurant
    • Baggage storage
  • Highlights
    • Veteran-Led
    • Women-Led
    • Active military discounts
    • Live performances
    • Play area
  • Offerings
    • Same-day delivery
    • Assembly service
    • Installation service
    • Repair services
    • Coat check
    • Help desk
  • Payments
    • Cash only
    • Checks
    • Credit Cards (American Express, China Union Pay, Diners Club, Discover, JCB, MasterCard, VISA)
    • Debit Cards
    • NFC mobile payments
  • Planning
    • LGBTQ friendly
    • Transgender safespace

NOTE: Your business category determines the attributes available for your Business Profile, so you may not see all of these options.

Include Links to Compel Users to Take Action

Your business listing can include links to specific actions such as online orders or reservations. These links make it easier for customers to take action directly from Google Search or Maps.

In GMB, you can add your own URLs for specific actions, including:

  • Booking an appointment
  • Placing an order
  • Reserving a table
  • Searching for items
  • Viewing your menu or list of services

In some cases, links to certain third-party booking services will appear automatically on business listings. These links cannot be edited in Google My Business.

Create a Shortname to Make Your Business Easier to Find

You can now create a short name, or a custom name, for your Business Profile to make it easier for customers to find you. Click the @ symbol in the Info section and create your own custom url.

Business shortname for Google My Business

Define Service Areas without a Physical Location

Struggling with local SEO because your business doesn’t have a physical location? The new Service Areas feature on GMB addresses that problem. Service Area Businesses can now define their service areas by region, city, or ZIP code without having a physical business address.

Define service areas in Google My Business

Showcase Your Products

The Product Editor allows merchants to showcase their products and drive consumer interactions. Consumers will see a more curated showcase of a store’s products on the Business Profile Products tab on mobile, or the Product Overview module on the computer.

The Product Editor is for small- and medium-sized individual businesses. All categories of businesses, except for a few verticals, can use the Product Editor to showcase their products to potential customers.

Showcasing products in Google My Business

You can add your products through the Products (Beta) tab in your GMB dashboard. The Product Catalog isn’t currently displayed on Google Maps.

Update Your GMB to Get the Most of Your Listing

In order for you to get the most out of your listing you have to optimize it regularly. These stats show how underutilized GMB listings are:

  • On average, under 20% of businesses are utilizing GMB Q&A.
  • 91% of questions posted to GMB business profiles have not been answered.
  • 92% of businesses are displaying their URL on their GMB profile.
  • Less than 40% of businesses are using Google Posts.
  • Over 50% of businesses haven't utilized GMB posts
  • More photos correlate to more actions on GMB, yet only 16.5% of business owners are providing photos to GMB.
  • The average rating of businesses across all categories is 4.43, with an average of 34.6 reviews.
  • Businesses are receiving new reviews at a rate of three per month, up from less than one review per month in 2015.
  • Currently, just 40% of businesses are responding to their GMB reviews.
  • Website actions on GMB account for 49% of clicks (zero-click searches).

Get Help Optimizing Your GMB Listing

If you need help updating your Google My Business listing you’ve come to the right place.

Contact our team today, and we can optimize your GMB so you get the most out of your online listing.

Are You Getting the Most of Your Google My Business Listing?
Slow site loading speed affecting web visitors

You may have already been dealing with Google’s more recent focus to improve user’s mobile experience. Mobile site speed was key to maintaining good organic search rankings for your site. Now Google is experimenting with ways to clearly indicate that a website is slow loading, no matter the device. They are examining warning badges that will display in a number of ways, including in search results and on loading screens.

image1

Image Source: Google Chromium Blog

Why Do Google’s Slow Site Speed Warnings Matter?

In today’s fast-paced world, website users don’t want to take the time to wait for a slow-loading page to appear. As if your slow site wasn’t enough of a deterrent already, Google’s new warnings will make users even more leary of waiting around for content to load. Any type of added warning or alert that shows up when someone is trying to load your webpage just reduces trust and credibility. These new warnings could cause your website traffic to drop, so it’s important to make improvements now.

Google wants to reward those who are providing a good user experience with their website. Consequently, poor sites will be punished and could even suffer a drop-off in website traffic, leading to fewer leads generated for your business.

Now’s the Time to Update Your Website

If you have a website that needs an upgrade, now is the time to do it. Google Chrome prioritizes speed and giving users an instant experience. They are also emphasizing the improvement of the user experience on Chrome in general. So, above and beyond warning indicators for slow loading sites, they will also continue to move towards long-term goals of badging sites for overall quality (which will most likely include more than site speed).

Google does provide some tools that can assist you with site evaluation and improvements, such as PageSpeed Insights and Lighthouse, a lab tool. However, this announcement has really been directed at website developers as a call-to-action and a warning. Google wants websites to be improved, and if not, they could be clearly labeled for users as poor quality.

There are a few things you can address right off the bat to help improve your website speed:

  • Minify and combine HTML, CSS, and JavaScript files
  • Upgrade your hosting
  • Reduce image sizes
  • Enable compression
  • Enable browser caching
  • Set up lazy loading
  • Reduce plugins
  • Utilize external hosting platforms for video

If you’re not sure what has been done on your site to improve speed and you’re not sure where to start, our team can put a plan in place to help.

Sanctuary Can Help Improve Your Website

Overwhelmed by the thought of website improvements? Our team can help. Let’s talk!

Sources: Social Media Today, Mobile Marketer, Google Chromium Blog

Don’t Let Slow Site Speed Warnings Deter Website Visitors
FAQPage Structured Data Alt

Schema markup provides significant opportunities to improve a website’s SEO performance by helping search engines to better understand its content.

According to Search Engine Journal, “Schema markup, found at Schema.org, is a form of microdata. Once added to a webpage, schema markup creates an enhanced description (commonly known as a rich snippet), which appears in search results. Top search engines – including Google, Yahoo, Bing, and Yandex – first started collaborating to create Schema.org, back in 2011.”

What is FAQPage Structured Data?

FAQPage structured data is a new structured data from Schema.org that makes your site’s FAQ pages eligible to feature on Google Search as rich results. It wasn’t until May of 2019 that FAQ markup was announced as a new arrival to Schema.org structured data markup by Google Webmaster Central Blog.

According to the blog, “An FAQ page provides a list of frequently asked questions and answers on a particular topic … by using FAQPage structured data, you can make your content eligible to display these questions and answers directly on Google Search and the Assistant, helping users to quickly find answers to frequently asked questions.”

Take a look at the example below:

FAQsStructuredData

Where can FAQ Schema be used?

FAQ Schema can be used on any page of your site that contains a list of questions and answers on any topic—it doesn’t have to be reserved for only dedicated FAQ pages. You can place FAQ schema within the body of any website page to indicate a “frequently asked question” is present on the page.

Why should I consider using FAQ Schema?

So, now you know what it is and where you can use it, but why should you consider it as part of your digital strategy?

  1. It allows you the opportunity to capture a large amount of real estate and vertical space in organic search listings as a featured snippet.
  2. It’s a way to use informational content to drive searchers to your product or service pages. How? Google supports links and other HTML with the FAQ answers. This means you have opportunities within your FAQ answers to link to other relevant pages on your site, furthering the opportunity for increased organic search.
  3. It sets you up as an authority on topics your primary audience is most interested in learning about.

Get started using Schema on your site today.

If you’re interested in creating valuable ongoing content and utilizing schema markup to increase the chance of that content being seen—you’re in the right place.

Contact our team today, and we’ll create a custom strategy for your business.

Google Officially Launches FAQ Schema
Offline Brick and Mortar Store Visits

Did you know that you have the ability to track offline store visits in your Google Ads account? This can be extremely helpful when bringing customers into your location instead of solely focusing on online conversions, as both online and offline conversions are important to your business.

Google will use phone location information to determine if anyone that had clicked on your search ad came into your physical store location. Alternatively, they may have seen your display ad and then came into your store. This is valuable information so you can optimize your account based off of all conversion data available to you, online and offline.

Advertisers Must Meet Specific Requirements

This is only available to certain advertisers. You must...

  • Have multiple physical store locations
  • Receive thousands of ad clicks and viewable impressions
  • Have a Google My Business account linked to your Google Ads account
  • Create a listing for each one of your stores in Google My Business
  • Have at least 90% of your linked locations verified in Google My Business
  • Ensure location extensions are active in your account
  • Have sufficient store visits data on the backend to attribute to ad click or viewable impressions traffic and pass our user privacy thresholds

Protecting the Privacy of Users

Google makes sure to ensure the privacy of users. You will not be able to trace these store visits back to individual clicks or people. You also, at this time, cannot see which store locations received the visits. However, you can see enough data to be able to optimize your account around which keywords and ads brought in visits and leads. You can also choose to include this data in Google’s automated bidding option to Maximize Conversions.

Customize Your Conversion Window

You can edit the conversion window and the value of the conversion in Google Ads. You may be able to create an average value that you determine these visits are worth or you can leave this information out. The conversion window would differ depending on your products/services. If it’s a quick buying cycle, consider a shorter conversion window. However, if it’s something people need more time to make a purchase, like buying a car, a longer conversion window would be ideal.

If your business meets all the requirements and tracking store visits could be beneficial to your account, you can reach out to a Google representative for more information on how to begin. Or, we’d be happy to look into that for you! Contact Sanctuary to see how you can do more with Google Ads.

Source: Google

Offline Conversions Matter, Too! Start Tracking Store Visits in Google Ads