The News Chair
  1. An Internship through Ian’s Eyes

    June 14, 2018 by admin

    Meet Ian Medley, one of the newest members of the Coles Marketing team, and read about what he is discovering in the world of marketing during his summer stay with us. 

    What are some things you have learned so far while at Coles Marketing?

    Ian: Before starting my internship I only knew the surface of what a business was and how it operates. During my first week immersed, I started to put the pieces together and see how a marketing company gets the wheels turning. Seeing all the people in the office focused on their individual portions of a big-picture project showed me this business is dependent on everyone working seamlessly together. One of the most rewarding things is to be able to use what I’ve learned so far in college and utilize it in the real world.

    What is something you’d like to learn more about?

    Ian: I would love to learn more about the steps from the very beginning to the end and everything in between during in the marketing process. I’ve started to learn about the prospecting part of the job, and I’d like to see what happens after that.

    What is it like working in an agency setting?

    Ian: It’s very professional but also enjoyable for me. I feel like everyone here is an expert in his or her field and has a lot of wisdom to share. I had a preconceived notion that businesses were all black and white but being in this space has proven my previous assumption was wrong. There are so many different projects I get to do that help show me how vital my role is to the company’s success. 

    What national brand do you think does the best marketing job?

    Ian: Red Bull. The company sponsors extreme sporting and athletic events and gives out free drinks throughout the event duration. They do a great job of homing in on their key demographics, which are some small businesses and college students across the nation. 

    What is your favorite thing to do outside of school and your internship?

    Ian: I like boating, going to the gym, attending concerts and traveling when I can.

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  2. Stop Googling Yourself to See Your Ads

    June 5, 2018 by admin

    The Beginning of a Paid Search Campaign

    Today is an exciting day. You gave the approval for your advertising agency to begin a paid search campaign for your company. You go to your computer and Google your brand name and don’t see your ad within the paid results. You then go to your mobile phone and Google your industry and you see your ad, but it’s ranked #3 in the search results. Your biggest competitor, the thorn in your side, has the ad that shows up at the very top.

    You immediately panic and send an email to your digital buyer asking why your ad isn’t showing for all searches and why it’s running below that of your competitor. You’ve allocated your hard-earned money toward Google search and you expected better results. Your buyer responds with an email telling you both to calm down and that you shouldn’t Google yourself to see your ads.

    I understand that it’s exciting to see your ads and to see proof that the dollars you’re allocating to advertising are running where they’re supposed to. I’ve been placing advertising for my clients for more than a decade and still get a little thrill of pride when I see an ad I’ve placed. However, unlike a billboard on the highway that works to grow awareness among everyone who passes it, paid search ads should only show to people who are actively in-market for information about a product or service. Paid search works because you have a self-selected audience of people who are interested in what you have to offer and are actively researching it. If you go searching for your ads, you are making your campaign less efficient, which may make you pay more per click over the life of your campaign.

    How Google Paid Search Words

    Google search ads are run through an auction, but it’s not a simple “highest bidder wins” kind of auction. The reason for this is that Google only makes money from a search if someone clicks on a paid ad rather than an organic listing. Therefore, it is in Google’s best interest to show the ads people are most likely to click on at the top of the page, with the ads less likely to get clicks further down the page.

    Google accomplishes this by using many factors to rank the ads for each auction, such as your bid amount, your auction-time ad quality (including the expected clickthrough rate, ad relevance and landing page experience) and the context of the search, which includes things such as the device being used and the searcher’s location.

    If you want more information about how Google determines which ads to show, and in what order, click here.

    Experienced search engine marketers will look at your paid search campaigns daily, doing things such as tweaking words in ads, adjusting bids, changing landing pages and refining search terms in order to increase both the clickthrough rate as well as the quality score in the eyes of Google’s machine learning.

    Why Not to Search for Your Own Ads

    This all leads you to why you should stop Googling your ads – you’re not a potential customer looking to make a purchase from them.

    If you have any questions about the keywords and ads being shown in your account, it’s better to ask your digital buyer to pull a sample search from AdWords with the Ad Preview and Diagnosis tool than to Google it yourself. 

    There are few reasons for this, including:

    1. If you’re searching for your ads and they’re not showing, it could be because you searched too many times. Directly from Google, “if you repeatedly look for your own ad using Google search but never click on it, you might stop seeing it entirely. That’s because Google’s system stops showing you ads that it thinks you aren’t interested in.”
    2. Every time your ad gets an impression that doesn’t lead to a click, your clickthrough rate (CTR) is lowered. Clickthrough rate is the ratio of clicks to impressions, so the more impressions you get without clicks, the lower your CTR. Per Google, “By performing searches that trigger your ad, you’ll accumulate impressionswithout clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should.” Lower clickthrough rates also decrease the ad quality score, which will cause you to pay more per click for the exact same ad position.
    3. Not only will Google stop showing your ads to your IP address or device when you repeatedly search your ads, but you will be interfering with how and when Google shows your ads to your customers. When a keyword is repeatedly searched but rarely generates a click, Google’s machine learning determines that your ad is not relevant to that search term
      If Google decides your ad is irrelevant, your quality score will decrease, and the ad will show less frequently or not at all.

    If you have any further questions about how Google decides which ads to show in an auction, please reach out to me (cstewart@colesmarketing.com) or the rest of the Coles Marketing team at 317-571-0051. In closing, please stop Googling your company so you can see your ads. You’re only hurting your digital advertising campaign in the long run when you do.

    By Christy Stewart
    Digital Advertising Strategist 

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  3. Dig Deeper into Data with Google Data Studio

    May 22, 2018 by admin

    The importance of data and analytics in the marketing world has been on a steady rise. In a study from Forbes Magazine, 87% of companies surveyed say data is the most underused asset within marketing. In the same study, Forbes said companies who adopt data-driven marketing are six times more likely to be profitable year over year.

    There are many different platforms that store enormous amounts of data, but the tough part is understanding the data in order to make marketing decisions.

    Most marketers today use Google Analytics and Google Adwords to track their website performance and digital campaigns. Google also offers a digital platform called Google Data Studio that allows us data enthusiasts to dig deeper into data much quicker and easier.

    Here’s an overview of some of Data Studio’s features:

    Easy Dashboard Creation

    Google Data Studio allows you to turn data and analytics into easy and collaborative reports through data visualization. It gives you many flexible ways to present your data, including bar graphs, pie charts, time series (line graphs) and many more. It’s great for showing improvements year over year or from period to period.

    Connecting Multiple Data Sources 

    One interesting aspect of Data Studio is it allows you to connect and combine different data sources — like AdWords, Google Analytics, Google Sheets, MySQL and Attribution 360 — to showcase in the same report. If you are not an avid user of Google applications, you can upload any CSV (comma-separated values) document to create your report. Once the data sources are connected, Data Studio has an easy-to-use drag-and-drop method to help you filter and sort individual metrics and create your visuals within the dashboard. Click here for more information on how to connect your data sources. 

    Easy Collaboration 

    Data Studio operates like any other document on the Google Drive, which means it is open for easy collaboration. Once the dashboard is shared with specific users, they can edit and update the report. This means your company or client can easily see the reports without having to be granted access to accounts like Analytics and Adwords. Each dashboard can also be exported to a PDF file to be shared. 

    Google Data Studio offers a way for anyone to eliminate hours of sifting through Excel spreadsheets and pivot tables to analyze their data. Once connected to a data source, dashboard reporting becomes quick, creative, collaborative — and a whole lot better looking.

    Interesting in learning more about what Google Data Studio can do for your business? Contact us at 317-571-0051

    By Broden Chapman, Digital Marketing Coordinator

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