Blog

Digital Marketing, PPC, eCommerce and Lead Gen

  • WMTS 2017

    Granular was more than happy to partner with our friends at Cultivate Communications to present one of many seminars at the 2017 Wisconsin Manufacturing & Technology Show. Joe Martinez from Granular spoke to the crowd on how users should be using about AdWords in 2017. He also focused on figuring out the value of your […]

  • 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 […]