by Maggie Nargi-Ackerbauer

 

image of a maze with the logos for Facebook, LinkedIn, X, Instagram, and TikTok scattered throughout.

 

As social media algorithms evolve daily, the nature of what content should be posted may change as well. Businesses, influencers, and individuals alike are investing considerable amounts of time keeping pace with the trends to improve their visibility in users’ feeds. This often involves using relevant keywords, audio, or hashtags in their efforts to “beat” this ever-changing algorithm.

How should you approach your content planning when you can’t be certain which trends will stick and which ones will be gone in a millisecond? Here are four steps you can implement to ensure your social media strategy is a success.

 

Step 1:

Set a goal. First, know your objective for sharing content. Are you trying to drive more traffic to your website, increase product sales, or simply share useful information? Next, consider your available time and resources for developing content. Are you able to post every day, or only a few times a week? Although you may feel the need to keep up with the trends, it’s more important to create a strategic approach that fits within your means of content creation capabilities. Once you answer these initial questions, you’ll have a better understanding of what purpose social media is serving for you, and you can move on to the next step.


Step 2:

Identify your target audience. Who is most likely to buy your product or service, and what are they looking for from you? Take a look at your current followers and who your previous customers are. This will be a good sample of those you already resonate with, but you also need to consider who you aren’t already reaching. Know that you can’t be all things to all people, but you should develop messaging that effectively resonates with your target audience. Choose your social media platforms based on what you know about your target audience, and meet them where they already are, not necessarily where you think you should be.

Need help figuring out which platforms are right for you? We have a blog about that!

 

Step 3:

Know that you don’t have to do it all. And you shouldn’t do it all. All of the trends and content formats will not be a perfect fit for your brand and your target audience. It is normal to have FOMO (fear of missing out) on some of the viral content ideas that come out weekly and to feel pressured by all the rules you’re “supposed” to follow. But remember that the quality of your posts matters much more than the quantity of them. Focus on the content that aligns with your brand and speaks to your audience.

 

Step 4:

Create content that fits YOUR brand. Why is it so important to accept and expect trend changes while building a content plan? Social media is filled with businesses, influencers, and celebrities who are frequently swaying the direction of digital content. But these trends may not even apply to your target audience. Once you fully commit to what fits your brand message, you can intentionally and authentically connect with your target audience. You can ensure consistency and resonance in your online presence by creating relevant content tailored to your brand identity and audience interests.


Bonus Tip:

We suggest setting aside time at the end of each month to review what posts performed well, and then look ahead to decide what content you want to post for the next few weeks.

By following these steps, you’ll be equipped to tackle the social media content maze with confidence, creating an authentic and well-crafted online presence.


Are you still feeling intimidated by the demands of content planning? We can help! Get in touch with us today.


Maggie Nargi-Ackerbauer is the Marketing & Communications Associate at KDD. Maggie is a Poughkeepsie local who has a passion for giving brands a voice to connect with their mission and authentically express themselves.

 


By Caroline Aurigemma

Although posting on TikTok could be beneficial to your business, the algorithm is constantly changing and involves strategy if the goal is going viral.

 

 

Not sure where to start when it comes to TikTok? KDD has these must-read insider tips for you.

1. Captivate from the start!

Engagement is the main metric on TikTok. The longer a user watches your video, the better chance that your video will go viral. You’ll want to captivate your audience from the initial seconds of your video, as many people will swipe by if they are not immediately interested.

⭐️ Pro Tip: Start with an impactful or shocking statement or the final outcome of a service or project. Often sharing the most aesthetic shot or the most impressive or rousing statement will keep users curious and persuade them to watch the video in its entirety.

 

2. Post consistently.

The algorithm rewards accounts that are actively posting. As a business account you should be posting content multiple times a week. Posting branded videos, FAQs about your products or services, or testimonials from customers can all assist your brand awareness and boost your content in the algorithm.

⭐️ Pro Tip: Batch your content and post frequently throughout the week.

 

3. What’s trending?

Take advantage of all things trending; sounds, hashtags and transitions will amplify your video in the algorithm. You can also include a trending sound and then turn the volume down and put a voiceover on top.

⭐️️ Pro Tip: Find out what’s trending on the Discover page. The most popular hashtags and sounds will come up first! Stay on trend weekly by following up with the “The Top TikTok Trends to Try This Week” blog at Later.com

 

4. Humans help.

It’s true, people want to see people. Videos are more actively viewed and engaged with when there is a real relatable component or subject.

⭐️ Pro Tip: Make sure to involve humans in every video! Some examples of ways to do this are voice overs, videos of customers or clients reviewing or using products and services, or duetting videos that mention you and react to that content.

 

5. Engage, engage, engage!

TikTok is an engaging platform. From discussions in the comments and reacting to videos, to reposting, the algorithm will validate that you’re an active account when you engage

    • Whats Duet? This feature places your video side-by-side with another creator’s video. You can use this to react, compliment someone on their technique, suggest a solution if their video presents a problem, or create your own version of whatever craft they’ve made. 
    • What’s Stitch? This option allows you to place a few seconds of someone’s video within your video. Stitching a video can come in handy if there’s a clip from someone’s video that you like and want to build on.

⭐️ Pro Tip: Make engagement part of your daily social media strategy.

 


Do you have additional questions about TikTok or social media strategy? Drop us a line and our Social Media Specialists can help you out!


Caroline Aurigemma was the Social Media & Communications Specialist at KDD through December 2022. Caroline is a Hudson Valley native who has found a passion for helping small businesses grow their social media presence.


By Caroline Aurigemma

We’ve all signed up for an email newsletter and quickly unsubscribed once we realized the content was not what we had expected. Maybe the email was too lengthy, not aesthetically pleasing, or the number of emails you are receiving is overwhelming. Whatever the reason, captivating your consumer and providing relevant information in a visually appealing way will allow your email to succeed.

 

woman typing in her laptop

 

Email marketing campaigns place your products or services directly in front of a captive audience. These potential and existing customers want to hear from you, but just getting to their inbox is not enough. Your subject lines need to be captivating, your email needs to be attractive, your content needs to convert. The success of your campaign is built on a reader taking action, like opening the email, clicking, and/or replying!

 

If you’re aiming for good deliverability and open rates, these tricks can help your business create emails that your audience can look forward to.   

 

1.🪤 Catch your consumer: You want to give your subscriber a reason to open the email, so make your subject line and headers enticing. Creating engaging, catchy, and trendy headlines and copy will help readers relate to the material you are sharing with them and keep them captivated throughout your newsletter.

 

2.🗓 Avoid Email Overload:  Sending too many emails can be bothersome to your customers and clients. You don’t want users to forget about you, but you don’t want them to feel overwhelmed with content and updates. Create an email campaign strategy and schedule emails so that your brand is consistent. Scheduling emails to go out bi-monthly or weekly is a great first step to analyze open and click rates.

 

3.🧹 Keep your lists clean: Updating your lists regularly keeps bouncing from happening. Tidying up can ultimately benefit the success of your email campaign by improving your email deliverability rate and encouraging engagement.

 

4.🚨 Watch out for Spam: Avoid spam and trigger words, especially in the subject of your email. Using these words sends a red flag to your readers, and they can also cause the emails to be blocked or filtered as spam. To increase your chance of entering your subscriber’s inbox, avoid notorious trigger words like “100% free,” “Act Now,” “Limited time offer,” “Information you requested,” and “Order Now!”

 

5.📢 Clear CTA’s: When choosing the content to add to your newsletter, make sure that most sections have clear call-to-actions (CTA’s). Whether it’s buttons that encourage “Apply Now,” “Read More Here,” or “Submit Your Work,” or icons that promote following social links, users shouldn’t be searching for this information. Keep it clear.

 

6.🤳 Integrate with social media: Make your email marketing and social media content cohesive so that when users are guided to your platforms, the information they receive sends the same message, both graphically and with the subject matter.

 

7.📸 Photos Matter: Using high-quality photos in email marketing campaigns is highkey important. No one wants to click on a blurry or pixelated image. Focus on sharing organic content like homemade graphics, rather than stock images, which can give your email a spammy feel.

 

8.📵 Don’t Use A “No-Reply” Sender Address: Did you know that getting a reply from an email campaign also increases deliverability? When you send an email from a “No-reply” email address, customers cannot contact you if they have a question or comment on the content they were sent. Emails from no-reply addresses are also commonly caught in a spam filter, blocking the campaign from being delivered.

 

9. Allow users to unsubscribe easily: You never want your customers or clients to feel trapped. By allowing users to unsubscribe, you are weeding out the uninterested and allowing the engaged community to continue receiving your content. It is also a legal obligation to clearly include a way for subscribers to opt out of your digital marketing campaigns.

 

10.🛑 Stop the spam: Don’t add people to your list unless they want to be included. Adding users who are unsuspecting or don’t know they are being added to your list could create a high unsubscribe rate (also, it’s illegal). A high unsubscribe rate will affect your deliverability to people who signed up and care about your content.

 

11.️ Be on brand! Your users are signing up for your newsletters because they already enjoy your content! Give them more of what they want from your brand. 


Does your email marketing strategy need a refresh? Do you feel like your emails need a facelift? Are you looking for ways to boost your open rate? Drop us a line and see how KDD can help!


Caroline Aurigemma was the Social Media & Communications Specialist at KDD through December 2022. Caroline is a Hudson Valley native who has found a passion for helping small businesses grow their social media presence.


by Caroline Aurigemma

While social media continues to lead in the digital marketing space, users are more drawn to authentic voices and transparent brands rather than the traditional sales-driven content. You may be wondering “how do I adjust my marketing strategy to reach more users?” We are here for you! Check out these tips to boost your marketing practices this year.

 

 

Strengthen your Marketing Strategy with these 5 Tips

 

1. It’s all about the experience 

Consumers want to feel drawn to your brand and see how your service or product will benefit them directly. Interactive experiences and tailored marketing specifically focused on reaching your target audience will make your client, customer, or page visitor feel special and provide brand trust. As our world begins to reopen post-pandemic, immersive experiences like pop-ups are an effective way to promote your services and products in a fun way and are highly shareable on social media. According to HubSpot Blog’s Marketing Strategy Survey, “58% of marketers who currently leverage experiential marketing call it an effective strategy, while 48% of this group plans to increase experiential investments in 2022.” When you create opportunities to showcase your brand with a unique angle and customize your content to focus on the user’s experience, you are knocking the competitors out of the way and guaranteeing a larger reach.

 

2. Partner with social media influencers   

Influencer partnerships are the way to go! Creating a long-term relationship with a content creator can pay off for you in reaching your target audience, promoting sales, and increasing your visibility. It’s crucial to feel confident in the influencer you are choosing to represent your brand and create content that is directed toward your target audience. A passionate and focused influencer can really advance your brand in the digital space. This trend is a push towards repeatedly marketing your products or services instead of a one-time deal. If you are looking for more compelling reasons to work with an influencer, check out, “5 Reasons Why You Should Work with Social Media Influencers.

 

3. Effectively reach your target audience and beyond

When working with relevant influencers, your brand is directly placed in social media users feeds who are already interested or participating within your niche.

 

4. Drive sales!

When influencers mention or tag your business, your brand begins to drive sales. In “The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest,” a 2020 article published by MediaKix, Rochelle Bailis reported that, 89% say ROI from influencer marketing is comparable to or better than other marketing channels. It may be nerve-wracking to put your brand in the hands of a social media influencer. However, nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels.

 

5. Focus on what matters  

It’s important to make your beliefs a part of your brand message so that consumers want to connect with your brand. If compassion is something your target audience is passionate about then your marketing efforts should reflect those beliefs. Whether it’s through social media posts, donating to a non-profit that you appreciate, sponsoring a local event or organizer, or connecting with influencers who have a progressive presence, there are many ways that you can show your audience that your brand is aware and virtuous.


Looking to capitalize on these 2022 marketing trends, but not sure where to start? We can help strategize and activate your digital marketing this year and beyond. Contact us today!


Caroline Aurigemma was the Social Media & Communications Specialist at KDD through December 2022. Caroline is a Hudson Valley native who has found a passion for helping small businesses grow their social media presence.

 


by Caroline Aurigemma & Daniella DiMartino

Partnering with social media brand content creators, also widely known as “influencers”, is now one of the top ways for a business to gain visibility. By tapping into this potentially cost-effective resource, your business or organization’s brand can ultimately increase awareness, reach your target audiences, and expand your reach exponentially in real-time.

Social media Influencers

When an influencer collaborates with a brand, they often create content — posts, stories, reels, videos, newsletters, etc. — to share a first-person point of view of the product, service, or business to their followers. Social media influencers can often offer more value to brands if they have an established niche audience and quality organic engagement.

Choosing relevant and applicable influencers that will accurately represent your brand and promote your products or services can be challenging to handle while you are trying to run your business. And you might not be sure this is right for you. There are multiple types of influencers, from the up-and-coming influencers to influencers with millions of followers to regional influencers. If you are thinking of adding this tactic to your current strategy, reach out to your local social media marketing company to help you get started.

 

Top 5 Reasons Why You Should Be Working with Social Media Influencers

 

1. Build trust and expand reach

When working with an influencer, celebrity, or expert to promote your product or service digitally, their followers will instantly see this as credible and trustworthy information. Because these influencers work tirelessly to create a community within their platform, their audience is willing to be influenced. When your brand collaborates with an influencer, it gives the notion that your brand is a leader within the industry.

 

2. Increase brand awareness

Influencer marketing can truly expand your reach and following in the digital realm of social media. Your brand, your story, and your voice will begin to emerge with their posts and stories and their followers will begin to understand your story better. Keep in mind that the main focus of an influencer’s job is to stay on-trend in order to grow their following and stay relevant. By collaborating with an influencer, your brand will be seen as on-trend or “hot!”

 

3. Effectively reach your target audience and beyond

When working with relevant influencers, your brand is directly placed in social media users feeds who are already interested or participating within your niche.

 

4. Drive sales!

When influencers mention or tag your business, your brand begins to drive sales. In “The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest,” a 2020 article published by MediaKix, Rochelle Bailis reported that, 89% say ROI from influencer marketing is comparable to or better than other marketing channels. It may be nerve-wracking to put your brand in the hands of a social media influencer. However, nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels.

 

5. Create long-term partnerships

Connecting and engaging with an influencer for a one-time barter or partnership can definitely bring more clicks and sales to your business, yet this may not happen instantly. We recommend tracking engagement, follows, interest, and sales within the timeline of the partnership. Depending on your analysis, think about investing with this influencer as a long-term relationship. Just like it takes time to build trust with your brand and your customers, the same goes for influencer marketing.

With the rise of influencers, more and more businesses are using this marketing tactic to reach a much wider audience, gain more followers, post interactions, and creditability. Based on an Influencer Monetization 2021 study from Insider Intelligence and eMarketer, Jasmine Enberg reported that “more than two-thirds (67.9%) of U.S marketers will use some form of influencer marketing this year (2021). That’s expected to increase to 72.5% in 2022.”

 

If influencer marketing sounds beneficial to your brand, take your time in finding the right influencers who align with your brand’s mission and voice. The goal is to have a creative representative for your product or service who you trust to spread the word on all of the good that you do!

 


Want to know if influencer marketing is right for your brand? Drop us a line, we’d love to help!


Caroline Aurigemma was the Social Media & Communications Specialist at KDD through December 2022. Caroline is a Hudson Valley native who has found a passion for helping small businesses grow their social media presence.


Daniella DiMartino

Daniella DiMartino was the Director of Marketing & Communications for KDD, a full-service marketing firm based in the Hudson Valley, NY, through May 2022.


If you are in business, you’ve probably heard the term SWOT Analysis. But SWOTs have a tendency to be mysterious or overwhelming, and most business owners, managers, and marketers don’t do them as often as they should. Keep reading, and in no time, you’ll be SWOTing like a pro!

Swot Analysis

What is a SWOT Analysis?

A SWOT analysis is a useful tool for business owners, managers, or anyone involved in decision-making at any stage of a business. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. When performing a SWOT analysis, you are looking strategically both internally and externally at your business. In the same way a therapy session with a friend can be helpful by talking through your problems and issues, a SWOT Analysis is helpful because you are putting down on paper the things that are driving you forward and holding you back. Without identifying things like internal weaknesses or external opportunities, you can’t address them and move past them and grow.

A typical SWOT analysis is laid out as a 4-square grid, with Strengths and Weaknesses either in one column or row, and Opportunities and Threats in the other column or row.

 

S = Strengths

The “S” in SWOT stands for Strengths. Strengths are internal to your business. For instance, a strength may be an expertise or product your business has that others in your industry don’t. Another example may be longevity in the marketplace or 5 star reviews on Google.

 

W = Weaknesses

The “W” in SWOT stands for Weaknesses. Like strengths, weaknesses are internal to your business. Examples of internal weaknesses might be a small staff, an integral team member who has decided to move on to another job, an off-the-beaten-path location, or other issues that you could potentially overcome.

 

O = Opportunities

The “O” in SWOT stands for Opportunities. Unlike strengths and weaknesses, opportunities are external to your business. These are things happening externally that present a potential opportunity to your business. An example may be a competitor going out of business, a new technology that you can use to improve your sales or operations, or a newly identified market that you can sell to.

 

T = Threats

The T in SWOT stands for Threats. Threats are also external to your business. Of all the boxes in your SWOT analysis, threats are the ones you have the least control over. A good example of threats are some of the issues many people are used to dealing with these days, like supply chain problems, transportation slow-downs, pandemics, and a lack of job applicants.

 

SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats

 

How to do a SWOT Analysis

Now that you know the basics of a SWOT Analysis grid, how do you perform a SWOT Analysis, and what do you do with it?

When performing a SWOT Analysis, for the best results, include more than yourself in the room. Bring in a few top executives in your business, or a few staff members whose opinions you value, or even a mentor or colleague if you are a solopreneur.

Swot Analysis GridThen get down to brainstorming and talking through the four boxes. Discuss and jot down your business’s strengths and weaknesses. Talk through possible opportunities and threats. Write them down in the appropriate grid.

Don’t walk away if you only have one or two items listed in any of the grids. Make sure to dig deep and identify all the strengths and weaknesses, opportunities and threats as you can. Aim for at least four or five per box, more is fine too! Just make sure they are all truly relevant, and that your strengths and weaknesses are only internal, and your opportunities and threats are only external.

Once you feel you have fully explored your SWOT Analysis, what do you do with it? A SWOT Analysis isn’t a sales projection or an annual budget (hard numbers you can work towards and abide by). A SWOT Analysis isn’t a contract or a handbook. It’s a jumping-off point.

Once you have filled in your SWOT grid, you now have the beginnings of a road map for the next phase of your business. Using the SWOT Analysis, make a plan to:

    • Capitalize on your Strengths

    • Address your Weaknesses

    • Maximize your Opportunities

    • Overcome your Threats

 

Strategic Analysis

Why and When to Perform a SWOT Analysis

 

When there’s a change in your business or industry

Many businesses that pivoted during the COVID-19 pandemic did so by starting with a SWOT analysis, identifying what some of their strengths were, and capitalizing on them in this major change in their industry. For instance, clothing stores that saw a dip in sales due to people not working, and therefore not needing new clothes identified the strength that they were set up to make, sell, and ship clothing, and maximized the opportunity that all of a sudden, there was a need and market for face masks. When there is a major shift in your business or industry for whatever reason, be it positive or negative, a SWOT Analysis is a good first step to determining your pathway forward.

 

When you want to take your business to the next level

Sometimes there isn’t a shift in the marketplace, but you are looking for a shift in your business. Perhaps you want to add a new service, hire new staff, sell a new product, or maybe even enter a new industry. Or, maybe you are at the beginning or end of a business, working through an early business plan or planning for business succession. Take the time to start with a SWOT Analysis so you have your finger on the pulse of your business and can make those decisions with a true understanding of what you have to work with, or maybe even what might be up against you.

 

Regularly!

You don’t need to do a SWOT Analysis weekly or even monthly. But you also may not be up against any major decisions or shifts in your marketplace over the course of a few years, and if that’s the case, you should still be doing a SWOT Analysis on a regular basis. Plan to do one at least once a year. You may identify a threat you need to pay more attention to, or an opportunity you hadn’t thought much about. It’s a useful tool to help drive your business forward.

 


A SWOT Analysis is one of the tools we use at KDD when working with a new client on marketing initiatives. If you’re looking to take your brand or marketing to the next level, consider contacting us today!


Katy Dwyer Design Logo

Brand Lovin’

Issue 26 | April/May 2021 | Goals

That moment when you write down your goals can be exhilarating. There, on the paper (or screen) in front of you may lay your future. Goals give you purpose, they give you something to strive for. But what’s better than having goals? Achieving goals. Goals without strategy and data behind them are just aspirations. This issue of Brand Lovin’ is all about the work behind those goals and how research, planning, statistics, and analysis can help in your quest to up-level your marketing and your business success.

TIP: Make sure you’re connected to Google Analytics. Is your website connected to Google Analytics? If it’s not, it should be. Even if you don’t yet know how to read them, that data could be instrumental in your next digital campaign, social push, or even an upcoming website redesign.


Spotlight on Success

SEM

 

An e-commerce client approached KDD about up-leveling and optimizing their Google Ad campaigns. They were running too many campaigns that were not converting into sales, but they had no in-house personnel with the knowledge or time to take on this task. KDD performed a thorough audit of the latest ad data to determine which campaigns were performing and which weren’t. We researched and established a useful keyword list, properly connected the client’s account to their Google Merchant account, adjusted landing page links, instituted proper conversion tracking, and established new and optimized campaigns with targeted ad copy to better resonate with potential customers. As a result, the client saw not only an increase in online conversions (more sales!) but also was able to decrease overall ad spend.


Worthwhile Reads

Return on Investment

activate your ROI

by KATY DWYER

Ready to take your business and your ROI to the next level, but not sure where to start? Here are some winning strategies to consider…

read more >>

google search on mobile

taking the mystery out of google ads

by KERI JADROVSKI

Confused by Google Ads? Not sure what the terminology means or what your reports are telling you? Start here…

read more >>

apps flyer

report: google ads tops facebook

as seen on adweek.com

Wondering whether to spend your money on Google Ads or Facebook ads or other social advertising platforms? Review this report on AdWeek…
read more >>


Quick Takes

 

welcome to the team!

Welcome!

Give a big KDD Welcome to TWO new team members! We are pleased to introduce social media intern Ally Choi and administrative assistant Cindy Arias to the KDD Team!

 

fonts

Lovin’ This

Microsoft is testing five new fonts, with the intention to replace Calibri as its default Office font. Which is YOUR favorite? Tenorite, Bierstadt, Skeena, Seaford, or Grandview?

 

 

 

Ole Savannah Website

Insta Fave

Just in time for spring – we’ve designed a fresh new website for @ole_savannah_southern_table! Check it out!

 

Questions?

Your Turn

What questions do you have about marketing strength, customer service, branding, websites, or communications? Click Here and ask us!

 

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Do you spend a lot of time thinking about your own marketing materials and website, tweaking messaging in the hopes of striking just the right chord, considering what changes you can make with the hope that the next small adjustment or creative spin will be the magic bullet that converts all your visitors?

 
Return on Investment
 

A Passive Strategy

While the work we put into our websites and the content on them is indeed important—it’s where conversions, and maybe even transactions, happen, it’s where people who have heard about your business come to find out more, and it’s a home base for your fans—what good is the content on your website when there are masses of potential customers who don’t even know you exist and aren’t visiting your site?

Looking inward and taking charge of what you can easily control may be satisfying but it’s not rewarding. At least, not on it’s own.

 

Activate your ROI

You probably know that ROI stands for return on investment. Let’s use investors (the people most comfortable with investment) as our beacon. What do investors do? They invest money in multiple funds, stocks and/or ventures looking to grow their money. But they never invest in just one stock. Investors don’t put all their eggs in one basket.

Like investors and their money, don’t put all your marketing eggs in one basket. You wouldn’t be alone. Many businesses put too much stock in their website, and expect it to do all the work for them. Interested in a real return on investment? Put some time and money into ways you can reach your target audience, specifically those who may not even know you exist. And spread the wealth.


leaving a websiteTo get customers onto your website, you need to get off your website.

 


Read the Room

The surest way to reach an audience who doesn’t know you exist is to put yourself in their shoes. Who are they? Where are they? What do they do, for work? For fun? What do they listen to, read, watch, or search for online? Are they on social media? Do they spend a lot of time on their smart phones? Where do they eat? How do they travel? Do you have one audience or many different types of audiences? How do they make decisions? Where do they make decisions? Or, who makes decisions for them?

 

Get Uncomfortable

It’s time to step outside the confines of what you control, and move into the realm of Advertising. And, yes, that means spending some money. In this age of digital, you can feel confident in knowing that the money you spend on most digital advertising will lead to some clear understanding of ROI. You can never know the exact path of every dollar, but if you want to start reaching the masses and mix it up a bit (which is what you need to do), you need to be prepared to spend some money.

There are so many advertising avenues to choose from, and the trick is to find the right marketing and advertising mix for your business. It may take a few tries to get the recipe right, but with so many different possibilities, you’re sure to find the right blend. Keep in mind, we don’t recommend all these strategies to all clients. A healthcare business would certainly take a very different approach than a restaurant, for instance. Some of our favorite strategies to bring about real ROI include (but are not limited to):

 

  • Google Ads (Search, Display, Video, Shopping ads)
  • Retargeting
  • Social Media Advertising
  • Streaming Radio 
  • Streaming TV/Video
  • OOH or Out of Home advertising (such as advertising on Buses, Bus Shelters, Subways, Billboards, etc) 
  • Sponsorships
  • Speaking engagements (giving seminars, speaking at events)
  • Content Marketing
  • Influencer Marketing
  • Podcasts

 

With the right mix of these winning strategies, you will be on your way to an increase in traffic to your website, customers on your doorstep, and measurable ROI!

by Keri Jadrovski

You (or your marketing team) are running your first Google Ad campaign. Congratulations! Google Ads can be a successful strategy for your business when your campaigns and ads are set up, monitored, and adjusted properly for the best results. But Google Ads, and the platform used to run them, can be daunting and confusing if you’re a Google Ad newbie or if you’ve come back to the platform after a hiatus and you’re unfamiliar with all of the changes Google has implemented recently. We’d like to share some simple tips to help you understand what to look for when running and/or monitoring your Google Ad campaigns.

Google Ad Search Bar

What metrics should you pay attention to?

We recommend monitoring your campaigns’ performance by considering several metrics together. The specific goals of your campaign (sales, web traffic, phone calls, etc.) will determine which metrics are the most important to pay attention to, but here are some general recommendations that can be applied to most campaigns:

 

Impressions

This number tells you how often your ad was shown in search results. You aren’t paying for impressions, but you are bidding on that right to be seen. This is why your budget is important. Your budget determines how much Google bids against your competition so that your ad will show up in the search results for a particular keyword. But if you aren’t paying for impressions, what ARE you paying for? Clicks. Google Ads is considered a PPC campaign (or a Pay Per Click campaign). Google isn’t the only option for PPC. When you run a Facebook ad, for instance, that is also a PPC campaign.

 

Click Through RateClick-Through Rate

Your Click-Through Rate (also referred to as CTR and sometimes called Interaction Rate) is the percentage of people who saw your ad and clicked through to your website. It’s the clicks (or calls, depending on the actions a user can take with your ad) that you actually get charged for. Don’t expect your click-through rate to be a high percentage number. Though it varies from business to business and campaign to campaign, a good click-through rate can be as low as 1 – 2%. Some businesses will experience higher CTR, such as 5% – 10%.

 

Bounce Rate

Your bounce rate is something you may also be paying attention to if you are monitoring your Google Analytics (which you should also be doing!). The bounce rate is the percentage of people who clicked through to your website but left without visiting any other pages on your site. Unless you are running a campaign that directs to a landing page, with no other outlet, this is a number that you want to be low. A 50% bounce rate is a good bounce rate.

 

Pages/Session

The pages per session analytic is the average number of pages on your site that were viewed per session. How you analyze this number will be relative to the size of your website. A small website (with maybe 5 pages and a short path to conversion) will likely have a lower pages/session ratio. A larger site, perhaps an eCommerce site with many products, will likely have a higher pages/session ratio.

These are, by no means, the only important metrics to pay attention to, but in combination, they can give you an idea of how many people saw your ad, clicked on it, and either left your website right away or explored other pages on your site. This information may help you identify if your ads are performing well or if adjustments need to be made.

 

What else should I pay attention to other than the metrics?

 

magnifying glass and lettersSearch Terms

Pay close attention to the search terms. This shows you exactly what people typed into Google that resulted in them being served your ad. These are insights you can use to adjust your keyword selection.

 

People are searching for a term that has nothing to do with your business

Is your ad being served to people who aren’t really looking for you? For instance, you have a pottery shop where you sell your custom pottery, but people who are searching for Pottery Barn are being served your ad. Worse than that, people are clicking on your ad when they’re looking for Pottery Barn, and then, of course, immediately bouncing away when they realize they didn’t get to the website they intended. That’s costing you money and hurting your bounce rate at the same time.

 

Negative Keywords

The above scenario is an opportunity to add negative keywords. Negative keywords are words or phrases that you do not want your ad to be found for. You can control Google Ads so that your ad won’t appear for specific keyphrases and exact matches, like “Pottery Barn,” but will still show up when someone is searching for something like “Pottery Gifts Near Me.”

 

Keywords vs. Search Terms

Keywords are the whole point of Google Ads. You identify the keywords you want to be found for and your ad appears if your bid wins the right to show up. Keywords are what YOU specify; search terms are what people are actually typing into Google when they search. Through Google Ads, you can see which keywords and separately, which search terms, are performing best for your campaign. Which keywords or search terms have the best click-through rate? Which keywords or search terms cost the most? You may even find that some of your keywords aren’t popular enough to even rank or that some keywords are simply not delivering your ad. These are all important data points to pay attention to.

Keep in mind that low-performing keywords may not be costing you much, but pausing them can shift the daily budget towards more competitive bidding for the high-performing keywords.


Don’t let all the digital marketing lingo, like CTRs and impressions, scare you away from stepping into Google Ads. When done well, including monitoring regularly and adjusting as needed, running PPC campaigns can help your business reach its goals quickly and efficiently. Hopefully, we’ve taken some of the mystery out of your Google Ad reports.


Keri has 15+ years of experience building community-focused brands, creating engaging online content, and copywriting. As KDD’s Marketing and Communications Strategist, she develops and executes customized multi-channel marketing plans to help our clients increase their brand visibility and audience engagement.