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Digital Marketing, PPC, eCommerce and Lead Gen

  • How I Rephrased 2 Words in a Headline & Improved Results by 34%!

    I love new ways to think about how to create ad copy.  Looking back on my younger PPC management years, I definitely didn’t give enough weight to it from the beginning.  That’s probably because I’ve always been a numbers guy first.  But then I had a eureka moment when I said to myself…“You’re in advertising stupid!”  You should learn how to be a better ad writer.

    So when I came across this excellent post by Roger Dooley about writing taglines that double sales, I was excited to add it to my repertoire of techniques for testing.

    The 2 consumer motivations

    In the post, he references a Harvard Business Review article pointing out that consumers are motivated by basically two things – preventing their life from getting worse (prevention) and taking advantage of an opportunity to make their life better (promotion).  If you’re in advertising, I’m sure you already know this.  But what you may not have done yet is considered how this should affect the messages you’re putting out to the world, and how you can test saying the same thing in these 2 different ways.

    Inherently, people and products may be more attuned to prevention or promotion.  And the better you can match your messages up to the motivations of the majority of your customers, the more effective your advertising is going to be.

    I encourage you to jump over to his post if you haven’t already and check out his examples of framing products with prevention/promotion language and the results of the tests he references.

  • confluence conference 2017

    Confluence Conference 2017

    Joe Martinez, our Senior Manager of Paid Media & Community at Granular, just presented at Confluence Conference for his second year in a row. Marketers in attendance learned how they can utilize Google Tag Manager to build higher-converting remarketing campaigns. By tracking how users interact with your website, we can use event categories, actions, and […]

  • buyer psychology

    AdWords’ Price Extensions: 5 Powerful Techniques You Can Use

    In the past when we’ve talked about pricing strategies in digital marketing, it’s mostly been a conversation about post-click conversion rate optimization.  Sure, we’ve always been able to put prices in ad text.  But with the release of 2 newer ad extensions in Google AdWords (and the presence of product listing ads), it’s becoming more and more of a pre-click conversation as time goes on.

    Part of what makes us human

    When you get to Marketing 201, you learn that buyers make emotional decisions when it comes to purchasing, and then use rationale to justify their behavior after their emotions have influenced them one way or the other.

    buyer psychologyThis emotional piece is of course part of what makes us humans and not robots.

    In a recent book I read called Misbehaving: The Making of Behavioral Economics, the famed economist Richard Thaler talks about the differences in behaviors that behavioral economists are learning because of human emotion.  He calls what a human would be without any emotion an “econ.” (instead of a robot).  An econ is a being that would make decisions simply based on choosing the best logical choice given all the available information.

    Throughout the book, he goes through study after study of scenarios and points out the differences between what a econ would do versus what humans tend to do because they’re emotional creatures.

  • custom soccer uniforms ads

    Optimizing for High Converting, Low CTR Campaigns

    Editor’s Note: This post is an intro to our webinar for PPC Week by Unbounce. In the webinar on August 15th, we’re going to talk about the opposite scenario of improving low converting pages when you have a higher CTR. Every time I get high converting traffic for my clients, I want more. Besides adding […]

  • high cost no conversion keywords

    Easy Ways to Eliminate Wasted Ad Spend

    Whether you have a massive ad spend budget or not, you always want to get the most out of your money. If you’re set to a limited budget, your effort in making sure every penny is being used wisely is even more important. Saving money in AdWords doesn’t have to involve a lot of difficult […]

  • bizexpo 2017

    BizExpo 2017

    Joe Martinez just finished presenting on B2B digital marketing strategies at the 2017 BizExpo at Potawatomi Hotel & Casino. Attendees learned various ways they can grow their business online through online advertising, mobile optimization, video and more. Check out the slides below and download your own copy. Download the Slides

  • summit on content marketing 2017

    The Summit on Content Marketing 2017

    Granular was honored to be asked to be a part of The Summit on Content Marketing. The summit is on online event with over 100 speakers. Our own Joe Martinez was part of the lineup alongside industry veterans such as Rand Fishkin, Neil Patel, Andy Crestodina and many more. In his session, Joe showed attendees why […]

  • catwoman facebook

    2 Tips to Avoid the Set It and Forget It Facebook Mentality

    Facebook is a great advertising tool. The ads have the ability to be visually stunning, it provides a fabulous space to let your brand’s personality really shine, and the targeting is so intense that I often think of Facebook as the CIA of the internet. Facebook also has the wonderful capability of doing EXACTLY what […]

  • joe martinez heroconf 2017

    HeroConf 2017

    Joe Martinez, our Senior Manager of Paid Media & Community, recently presented on YouTube advertising at HeroConf 2017 in Los Angeles. In the presentation, Joe showed attendees why YouTube advertising is important in addition to his favorite types of targeting options. You’ll also get an understanding of how YouTube ads can positively impact your brand awareness. […]

  • joe martinez smx

    SMX West 2017

    Joe Martinez, our Senior Manager of Paid Media & Community, recently presented at SMX West in San Jose, CA. In the presentation, Joe showed attendees a few of his favorite event tracking tags marketers should consider implementing. After implementation he then showcased how those events recorded in Analytics can help create unique marketing strategies to improve any […]

  • product recognition shopping ads on youtube

    AdWords Using Product Recognition Technology to Show Shopping Ads on YouTube?

    My boss, Jordon Meyer, was looking for help to perform some maintenance on a speedometer cable in his 1988 Range Rover Classic. As most people do nowadays, he searched on YouTube for an instructional video to help make the task easier. When viewing the video, everything seemed normal until he hit the 50 second mark. It was at […]