Be In The Know Blog

The Combined Power of Google Analytics and Google Ads

Posted by Brooke Huntley on May 29, 2019 at 10:30 AM

The Customer Journey Offers Critical New Data

Today the greater part of a customer's journey happens online. This proportion can go as high as 67%. For this reason, it is important to understand the intricacies of a  consumer’s journey. Through the aid of tools like Google Campaign Manager, Google Analytics and Google Ads, you will be able to study how customers engage with your brand across different devices. For instance, companies will be able to see if users browse the site on their phone but then move to their laptop to complete a transaction. If you learn that many desktop transactions begin on a phone, you might want to spend more of your budget targeting mobile devices.

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Topics: digital advertising, Google, Google Ads

Simple Tips for an Effective Legal PPC Campaign

Posted by Pete Stafford on March 20, 2019 at 3:34 PM

The keywords "lawyer" and "attorney" are some of the most expensive in the PPC business. That means every misstep in your next ad campaign can cost your firm hundreds or thousands of dollars in missed leads.

That doesn't mean you shouldn't use PPC ads — they're one of the most effective ways to reach potential clients when they need you most. Follow these tips to design your next campaigns right down to the granular details so clients find you at the right time and place.

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Topics: digital advertising, target audience, lead-gen, ppc

How Voice Search Will Impact Your Digital Marketing Trajectory in 2019

Posted by Joe Weir on March 5, 2019 at 10:07 AM

Digital marketing is now one of the most essential tools in marketer's lives. The marvel of its size is increasing every day as more marketers realize the importance of digital within their marketing plans. eMarketer’s recent report on US ad spending revealed the numbers that back what most marketers already know: digital marketing are on the rise. In fact, 54% of all advertising in the US is allocated to digital marketing services.

There are many digital marketing tools used today, and voice search is one of the hottest trends. According to eMarketer, 91.0 million people, or 27.6% of the US population, will use a voice assistant via any device at least once per month in 2018.

Below are the top ways through which voice search can impact your digital marketing this year.

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Topics: Digital Marketing Strategy, digital advertising, Voice Search

Which Is the Best Online Advertising Strategy: PPC or Social Media?

Posted by Pete Stafford on February 26, 2019 at 3:53 PM

Today, marketers are forced to navigate more advertising platforms than ever before and deciding where to allocate budget has become increasingly challenging. However, the success of your online advertising strategy relies on your ability to choose wisely.

Two of the most common types of online advertising are pay-per-click (PPC) advertising and social media advertising. To help you make the most of your budget, we're going to delve into the benefits of each strategy.

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Topics: digital advertising, social media, targeted display advertising, ppc

All About Instagram Stories

Posted by Ginger Gatewood on February 20, 2019 at 2:15 PM

If you're an avid Instagram user, you've definitely noticed the Instagram Stories feature at the top of your newsfeed whenever you open the app. This feature allows users to share multiple moments from their lives via a slideshow format that includes photo and/or video content. The birth of Instagram Stories came from the popularity of user’s wanting to share moments, but not necessarily wanting to share them forever. Poof! They disappear after 24 hours. This is clearly a big shift in consumer behavior and a big opportunity for brands. With 500 million+ accounts using Instagram Stories every day, adding this feature to your digital marketing strategy is a no-brainer.  

Business Sense + Instagram Stories

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Topics: digital advertising, social media, visual content, social media images, branding

Were Our Digital Display Ad Predictions Correct?

Posted by Zuri Stanback on November 12, 2018 at 11:37 AM

Let's reflect. As 2018 comes to a close, we're taking note of how digital display ads have evolved over the last year. Did they live up to our spring predictions, and what's in store for 2019?

According to eMarketer's US Ad Spending 2018 Report, digital ad investments will reach $111.14 billion by the end of December, and in 2019, "digital media will account for 55 percent of total media ad spending." With more than half of most ad budgets spent online, it's worth digging into this metric a little deeper.

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Topics: digital advertising

7 Digital Advertising Terms You Need To Know

Posted by Maddie Thomas on October 31, 2018 at 11:14 AM

Whether you're a business leader delving into digital advertising for the first time, or a marketer exploring the unfamiliar terrain of the advertising industry, it's easy to get lost in the jargon and three letter acronyms. Sometimes, merely reviewing your ad performance can feel like trying to read a report in a foreign language.

To help you feel less like an outsider, more like a digital ad native and give you marketing resources, here are seven essential digital advertising terms every marketing decision-maker should know:

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Topics: marketing resources, digital advertising

AI and Content Marketing: How Machine Learning Can Shape Your Strategy

Posted by Ashley Rios on October 22, 2018 at 11:22 AM

Artificial intelligence (AI) can make content more user-friendly and empower marketers to work efficiently. However, discussions about AI and content marketing often center on the potential for machines to eventually replace writers. While the technology is already used to generate sports and financial news updates, creating bots smart enough to write with nuance, creativity, original research and critical thinking is far off.

Still, AI's major role in search has significant implications for content marketers.

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Topics: Content Marketing, Marketing Strategy, digital advertising

Local Mobile Advertising: How to Geotarget Your Display Ads to a Local, Mobile Customer

Posted by Zuri Stanback on October 18, 2018 at 2:24 PM

Local mobile advertising opens a new world of possibilities for brick-and-mortar businesses, both big and small. The ability to send relevant information to people at the exact moment they need it is something marketers have always dreamed of, and it's now a reality.

Geotargeting on mobile allows you to refine your ad reach to serve only the most relevant audiences at those key moments before a purchase. The granular targeting capabilities of Google's display ads allow you to get a robust return on investment from your ad spend, even with a limited budget.

It might mean fewer impressions and even clicks at first, but, when done right, it can significantly increase conversions.

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Topics: Premium Display and Banner Ads, Mobile Optimization and Advertising, digital advertising

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