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Archive for January, 2016


FiG Case Study: Davidsons Liquors’ PPC Results

Monday, January 25th, 2016

In the last quarter of 2015, as part of a comprehensive digital marketing strategy, FiG Advertising & Marketing implemented a pay-per-click (PPC) advertising campaign for our client, Davidsons Liquors.

Our PPC Strategy

We started by asking Davidsons for a list of products that they were looking to boost sales for. Davidsons delivered a segmented list of approximately 130 products. From there, we were able to develop specific ad groups and keywords tailored to each product. Within each ad group, we were able to customize a specific language, add 20 or more keywords, and point the user to a particular landing page.

In order to obtain the most impactful results possible, we began with a targeted, local approach. Once we realized that our PPC ads were seeing positive click-through and conversion rates, only then did we proceed to expand Davidsons Liquors PPC to the national level.

Overall our main goal when running a paid search campaign is to keep the customer acquisition cost low while making the cost drop over time. As you can see from the graph below, overtime we have been able to steadily drop the average cost-per-click (CPC) and keep the campaign running at a lower average.

Davdisons Liquors PPC Avg. CPC graph

Davidsons Liquors Average Cost Per Click: November 1, 2015 – January 24, 2016

We look at producing quality leads over quality clicks. We have found that this approach garners more conversions.

Davidsons Liquors’ PPC Results

The PPC campaign was able to produce competitive results for sales. Since the launch of FiG’s PPC effort in late November 2015, paid search has seen positive conversion rates.

Most importantly these numbers translated into revenue. In only a few months, paid search was able to produce 6.5% of sales to the website and 4.7% of the website’s revenue.

Not surprisingly, the nationally targeted PPC campaign has brought in more website revenue than the local one with a 67.45% share. However, it should be noted that the local campaign is most likely driving in traffic and sales to the actual brick-and-mortar location, which is not tracked by clicks and purchases on the website.

Interested in learning more about PPC and how it can boost your business? Contact local, Denver PPC experts, FiG Advertising & Marketing for a consultation.

Need to Circumvent Ad Blockers? Try These Tactics

Monday, January 25th, 2016
ad blockersViewers hate the mobile ads that often appear chaotically squeezed onto their small screens. To gain a better mobile experience, many people download plugins that block ads. Ad blocking is a scary, scary term to advertising agencies everywhere.

Sourcepoint, a content compensation platform for publishers, found that 59% of their clients think that ad blockers provide a significant threat to their business. Media companies are not alone in their concerns. Small, large, and non-profit businesses alike are concerned about their ads not being seen. And for good reason. In September, with the new iOS9 update, Apple came out in support of ad blocking. Top apps in the Apple store now block advertisements.

This begs the question, if so many businesses are concerned about ad blockers, then what are marketers doing to circumvent the problem? In the simplest terms, the answer is native advertising. Native advertising is where the media matches the platform that the ads are placed on. For instance, a native ad on Instagram is beautiful photo that will seamlessly integrate with the user’s newsfeed. However, as 2016 proceeds, it won’t be enough just to post a native ad on Google. Here are some alternatives to consider.

Social Media

One tactic to avoiding ad blockers is to place media where ads are difficult to avoid, such as social media. eMarketer estimated that Google and Facebook alone accounted for more than half of all digital ad spending in 2015. This is partly attributed to pre-roll videos in their mobile news feeds. Pre-roll videos play automatically and are immune to ad blockers and almost impossible for the mobile user to avoid.

Target Alternative Media

People only want to see what they desire. Expectations in 2016 are that information will be pre-filtered out for them. It is incredibly important to run highly targeted ad campaigns in the coming year. Clorox is already ahead of the game. They shifted more than 40% of their media budget into highly-targeted digital ads.

Content Marketing

Expert content marketers will sway people towards their brands and objectives without ads and blatant sales pitches. Users get an improved experience and marketers still get their products and services in front of potential buyers. Most importantly, many forms of content marketing are not blocked by ad-blockers.

PQ Media estimates that content marketing currently equates to $67 billion of total ad spending in the U.S. This is significant because the TV market only has a slight edge at $70 billion. As marketers, we can count on content marketing to keep growing, while TV remains large and constant.

Read the full article from AdvertisingAge on what lies ahead for marketing and ad blockers here.

Need a to implement a new media buying and advertising strategy? Request A Quote from Denver marketing experts, FiG Advertising and Marketing.

Think Social Media Marketing Doesn’t Work? Think Again.

Friday, January 15th, 2016

In the digital age of instant marketing, brands are news-jacking headline stories to sell products through social media. Recently, two clothing retailers, Barabas and Neiman Marcus were shining examples of how to capitalize on trending topics through social media marketing.

Facebook Marketing: Barabas and “El Chapo”

The Mexican drug lord Joaquin Guzman, more famously known as “El Chapo” was arrested on January 8, 2016. His arrest story was all over traditional and digital media. Los Angeles retailer Barabas discovered that El Chapo was pictured wearing one of their shirts in a Rolling Stone article by Sean Penn. They have since been on a non-stop social media marketing campaign to cash in on their famous model.

Barabas started their Facebook marketing push with an announcement, “EL CHAPO GUZMAN WEARING BARABAS SHIRT!” on their Facebook page.

el chapo shirt on facebook

The clothing brand kept the social marketing buzz going by offering customers a chance to win one of the shirts by liking them on Facebook or Instagram. They gained “likes,” awareness and more customers. The shirts started selling like hot cakes. The El Chapo shirt was so popular that the overwhelming traffic crashed the Barabas Men website. Though, this did not impede the retailer from capitalizing on the event.

Marketing Through Twitter: Michelle Obama

During the State of the Union, First Lady Michelle Obama wore a marigold dress by Narciso Rodriguez. Vogue explained that the fashion choice, “allowed the FLOTUS to beam brightly like a beacon of, well, hope.” The American public certainly agreed. In fact, the dress sold out on Neiman Marcus’ website before her husband’s speech was over.

How did the dress sell out so quickly? Because of Twitter. Time reported that the origin of the dress was unknown until a reporter from the Independent Journal broke the news with this tweet:

flotus dress on twitter

Also, Neiman Marcus was quick to respond to its fans by immediately putting the dress on sale and dropping the price from $2,095 to $628. The combination of people talking on Twitter and Neiman Marcus’ fast response enabled the quick sell-out.

Why Social Media Marketing Works

Aligning marketing tactics with widely discussed headlines is an easy way for brands to catch people’s attention. Then social media draws people into a conversation. Good brands, as Barabas and Neiman Marcus will and keeps the conversation going. Most importantly, the open dialogue is a way for brands keep selling.

Ad of the Month: Star Wars Awakens Ad Creativity Everywhere

Tuesday, January 12th, 2016

Adweek reported that Star Wars: The Force Awakens shattered all other records when it hit $238 million in North American ticket sales on opening day.As a fan of the Star Wars franchise myself, I look at these numbers and think that it reflects on the quality of the movie itself. Especially since the most recent trilogy, episodes I-III was a misstep. The story, the characters, and the acting were all follies of the trilogy. Returning back to the basics of great characters and stepping away from CGI has helped to re-invigorate the franchise.

As a marketer, I know that great stories sell products as well as movies, but also attribute these impressive sales to Disney’s ingenious marketing push.

Over a year ago, Disney released an eighty-eight-second video teaser. In April, 2015, they lengthened the footage to include more sneak peeks of the story. Finally, the full trailer was made available in October, 2015. This was in addition to the countless TV media buys throughout 2015 that created a build up to the film, that left audiences primed for more.

In the digital space, the Force was even stronger. As expected, content was released at a much faster pace. There were new pieces to the story revealed every day on starwars.com, Facebook, Twitter, Instagram, Tumblr, and Google+. Fans were fully engaged in the content which they demonstrated by sharing, commenting, and liking everything they could.

Our Favorite Star Wars Ads

Of course, Disney also did a considerable amount of partnering with other brands to build the buzz. Here is a collection of our favorite Star Wars ads.

Google: “Awaken the Force Within” – Google invited users to choose between the light and dark side for their Google profiles. Once chosen, all of the user’s Google platforms displayed customized Star Wars themes akin to either the light or dark side. I was feeling a little devious, so I indulged in the dark side.

star wars dark side

“Awaken the Force” Homepage on Google

 

star wars google maps

Star Wars themed Google maps

Kraft Mac & Cheese – Kraft took the social media route on Twitter to promote its Star Wars branded mac and cheese with taglines, such as, “Dig into the cheesy side of the Force.” And, “Not, so scary when you’re a macaroni, are you Vader?”kraft mac and cheese tweets

 

Target: Share the Force – Target collected user-generated content and added them into one cross-generational, emotion-provoking commercial. The ad’s success can be attributed to the fact that it currently has more than 450,000 views on YouTube. See for yourself.

The Marketing Takeaway

Most importantly, Disney remained true to the Star Wars brand through the content they developed for the marketing campaign. And the content distribution was perfectly executed. Story lines built on each other throughout the year to create a snowball effect and more and more conversations took place among fans.

As a marketer, I salute Disney, Google, Kraft, Target, and Star Wars for making marketing fun and engaging again.

Have any other Star Wars ads to share? Please share with us on our Twitter or Facebook.