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By OppGenetix

Monthly Newsletter – February 2018

As part of our optimization process, we continuously evaluate demographic data for our campaigns. A recent report stated that Facebook is seeing a decline in teenage users as they flock to platforms like Snapchat and Instagram. At OppGenetix, we view this as an opportunity, not a negative.

People ages 55 and up make up 22.5% of Facebook users, second only to the 25-34 age group. If you are a localized clinic looking to grow your high revenue generating services, Facebook is a great place to put your advertising dollars.

 

Google Gives Users A Way Out of Remarketing

Recently, Google’s Mute This Ad function drew our heads when it was extended to more apps and websites that function as a part of Google’s Display network. After more than 5 billion mutes from its users, Google announced that it was removing over a million ads based on the feedback they received. The implication is clear: advertisers have to be smarter than ever when it comes to retargeting. With mutes lasting up to 90 days, the consequences of pestering users with annoying, inappropriate or offensive ads have never been greater.

View our approach to managing ads in more detail – http://oppgenetix.com/

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Remarketing Lists for Search Ads

Google rolled out a feature called remarketing lists for search ads (RLSA). Applying the same logic of remarketing, Google allows advertisers to tailor bids on search ads to target those who visited your website but did not convert. With a minimum of 1,000 cookies before the list can be used on search ads, as well as a maximum membership limit of 540 days, RLSA isn’t the Holy Grail of search we’re looking for — but its release certainly got us thinking about more ways to reach non-converting customers in the most effective, ROI-conscious and elegant ways possible.

View our process of dealing with PPC ads in more detail – http://oppgenetix.com/oppsearch/

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By OppGenetix

Monthly Newsletter – January 2018

We hope you enjoyed the holiday season, and your New Year is off to a great start! It’s an exciting time, as we work to make the new year even better than the last. For some, January is when that new, well-planned marketing strategy that’s going to push your business to the next level is just beginning. Whether you are well prepared for 2018 or not, it is never too late to consider some adjustments to improve your marketing.

 

Cultivating Good Google Karma

It’s no secret that independent reviewers can help build (or destroy) credibility in a brand. Online reviews have a huge influence over consumers on search engine result pages, but they can also influence how highly Google ranks you in search results: if a keyword is found in reviews of your business, that can greatly enhance your performance in search rankings.

Not only that, but Google has stated that star ratings in AdWords can increase clickthrough rates by up to 17 percent, meaning that tools like review extensions are an indispensable tool in your paid search arsenal.

View our approach to managing ads in more detail – http://oppgenetix.com/

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Targeting Branded Keywords

We get it — targeting branded keywords seems expensive and counter-intuitive. If you’re not marketing Xerox-brand copiers, why target Xerox keywords?

This approach misses out on some key advantages. For one, consumers often use brand names as substitutes for generic products; a surprisingly large number of consumers will search “best fitbit for men” when they really mean “best fitness tracker for men.” As another, including branded keywords in your titles and meta descriptions where appropriate can help you kill it in organic rankings, aiding your PPC strategies even more.

View our process of dealing with PPC ads in more detail – http://oppgenetix.com/oppsearch/

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Customer Match in AdWords

You’ve built up your email marketing list with current and potential customers. So, now what? Customer Match in Google AdWords allows you to target these people with Google Display ads. Whether you want to help new leads get further down the sales funnel, or upsell existing customers, the Customer Match feature in Google AdWords allows you to stay in front of the people interested in your business.

See how to drive more into your marketing lists and potential customers – http://oppgenetix.com/oppsocial/

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By OppGenetix

DiscoverOpp Newsletter – December 2017

This holiday season is the perfect time of year to let you know how much we appreciate your business. We wish you a joyous holiday and a New Year filled with peace and happiness.

 

When Management is Over-Management

Here at OppGenetix, active management is the philosophy. Human eyes on your keywords, rather than automatic adjustment from an algorithm, yield greater returns than a set-it-and-forget-it approach. But while active management is the modus operandi, we’ve found that it’s critical to avoid over-managing in your bid changes. Unless you have the data to back up your changes, it’s easy to put a stop to what’s working and to double down on failing strategies.

Our approach to the problem is simple:

Document your changes.
Analyze historical data.
Adapt to changing industry trends.
View our approach to managing ads in more detail – oppgenetix.com/oppdemand

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Move Over, Pay-Per-Click – Apple Rolls Out Pay-Per-Install

Apple recently introduced Search Ads Basic, targeting smaller developers who are looking to improve discovery of their apps on the App Store. Instead of paying per click, advertisers pay per installation, meaning it’s easier than ever to tie ad spend to installations.

Search Ads Basic is a simple and easy way to promote app installation on the App Store, but the classic Search Ads isn’t going the way of paperboys and MTV music videos. Rebranded as Search Ads Advanced, the classic experience lets advertisers eschew Search Ads Basic’s $5,000-per-month budget limit, and grants some extra perks as well, like international targeting.

View our process of dealing with PPC ads in more detail – oppgenetix.com/oppsearch

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Targeting Life Events

Google’s expanded audience targeting features drew our attention earlier in the year, as we’ve always been interested in new ways to reach customers and think beyond just keyword bidding. As of November 29th, advertisers can now target users going through a major life event, such as college graduation, marriage, or a move through AdWords.

So far, the options are limited to Google video ads and Gmail advertising, but the expanded functionality is already making an impact. Audiences can be added as targets or exclusions on ad groups or campaigns, meaning reaching recent college graduates, new spouses or audiences on the go has never been easier.

See how to drive more engagement in your ads through life events – oppgenetix.com/oppsocial

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By OppGenetix

DiscoverOpp Newsletter – August 2017

Google Drops Instant Search

Google’s Instant Search is what brings up suggestions from past searches and attempts to guess where your rapid finger and thumb movements are going. The problem they had was that as queries came in more and more regularly on mobile, google was having a hard time orienting the Instant Search results to be compatible to a smaller screen.

Google’s comment on the matter: “We launched Google Instant back in 2010 with the goal to provide users with the information they need as quickly as possible, even as they typed their searches on desktop devices. Since then, many more of our searches happen on mobile, with very different input and interaction and screen constraints. With this in mind, we have decided to remove Google Instant, so we can focus on ways to make Search even faster and more fluid on all devices.”

They will most likely develop something similar that is much more mobile capable. In the meantime; without Google instantly suggesting your page or product, it will be even more important to improve paid search efforts. Google was directing traffic more thoroughly but without this feature, PPC keyword targeting will need to be optimized as closely to a customer’s journey even more than in the past. Now is not the time to slack on your digital footprint.

Start Promoting Offers in Search Ads

Promotions extensions are a new feature that allow you to set up specific offers with your text ads.  This feature is a great way to promote special offers for your business and stand out from the competition.  Do you have a special promotion for your business? Let us know and we can update your ad to show the special offer!

(Source: SearchEngineLand)

Household Income Targeting Unlocked

Marketers will now be able to adjust targeting based on household income from the Demographics tab in the new interface. You will be able to quickly see how well campaigns are performing along household income segments, and adjust bids accordingly. 

AdWords Update: Call Bid Adjustments

On average, phone call leads convert three times better than web clicks. To help generate more calls from ads, Google introduced Call Bid Adjustments. This allows marketers to adjust how often the call extension is shown with their ads to help increase the number of phone calls  generated from the campaign.

(Source: Mediapost)

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Monthly Newsletter – February 2018
Monthly Newsletter – January 2018
DiscoverOpp Newsletter – December 2017
DiscoverOpp Newsletter – August 2017