Banner ads are kind of a pain but they can make all the difference in your Google Ads Display Campaign. Over that last few years I have been on the constant lookout to find what banner ads and work and what banner ads do not work.
Here is my journey
Creating Pretty Banner Ads
Pretty looks pretty, but does it convert? Most ad agencies will create a nice branded banner that looks great and will get the approval, but has and extremely low click through rate. Here are some simple examples.
I used to do this. Until I saw the results. The CTR (click through rates) were terrible and they just blended in.
Display Banner Ads That Convert
Couple months back I decided to create a new remarketing campaigns in Google Ads. Instead of uploading my banner ads I decided to use Google Responsive ads.
I uploaded Infographs and cropped the top section. Here is what it looked like.
I was not expecting much, but 2 weeks later I looked into the account and saw I had a lick through rate higher than 1%. That is pretty good.
To test out my theory I had my artist create some other banner ads for companies we work with. Here is one for Twin Home Experts.
Here is what the actual banner ad looks like on a mobile phone. Pretty eye catching.
The next time you are looking for a banner ad that will improve you Click Through Rate and your conversions, reach out. We have the staff on hand that can design the perfect banner ad for you business.
Everyone and their mom uses Instagram now-a-days- posting that cute picture of their dog dressed as a ninja turtle for Halloween. Or showing the world their not-so-tasteful outfit while “out with the girls” for the weekend.
Have you noticed that when we Marketers, are enjoying our weekends off as regular people (not marketers, just normal, average, non-marketing people), like other people’s pictures all the time?
Why is that? Why don’t we think about marketing, or associate our friend’s and family’s social posting, with marketing?
BECAUSE REGULAR PEOPLE ARE POSTING REGULAR PEOPLE THINGS. That’s why.
They post pictures of their ninja turtle dog! Post pictures with their friends, or pictures of the ridiculously expensive food that had last night, that they needed to brag about.
They are posting NORMAL STUFF.
They aren’t thinking beyond, “I want everyone to see how totes adorbs my ninja-dog is”.
So when we Marketers are posting for our clients, why do we need to post as if we are pushy spokesmen? Where did we get the idea that people care about our business hashtags, or the “inspiring” quote of the day.
NO ONE CARES!
So people skip it! They skip right on by that post you just spent 20 minutes robbing from the grave, because it doesn’t look appealing!
Which means they are skipping your content! Which means NO engagement on your posts! Which means your audience is ignoring you!
So how do you fix that?
Here are 3 tips for Instagram posting, so you don’t continue to look like a buffoon:
1. REAL, RAW, REGULAR
Perhaps the most vital of all these tips.
Seriously, if you take anything away from this article today, please, let it be this…
As regular people, not marketers, we love seeing cats do silly things, pictures of our best friend’s vacation to Bora Bora.
Or even some guy dancing with a mannequin head on top of his own… Seriously why did that get so popular?
The point is, we normal people, love seeing REAL, RAW, and REGULAR content!
The 3 R’s- Remember those. I just made that up while I was writing this. So let’s go with it…
We are all normal people, so we want to see real, regular pictures and videos. Real posting. Real People.
No one wants to see a stock photo of a silhouette and a sunset.
Try getting some real, authentic content from your client! Post a selfie of the doctor in his operating room. Post a video of something hilarious that happened in the office today. Post a video of the staff making a fool of themselves.
There’s no need to spice up your video and make it pretty with logos- it’s not always necessary.
Just slap that Raw video right on your Instagram story and let it work, work, work, work, work.
If your client is doing something, anything, real- GET THAT CONTENT GIRL. People want to see that the people behind this product or service is REAL.
We’re fun, we’re REAL, we’re raw, we’re regular, and we’re living baby!
2. Stop With The Hashtags…
I mean, no one uses hashtags anymore. The only ones who do, are businesses and marketers. Such as ourselves…
We need to stop forgetting that we’re regular people, not just Marketers.
When you make these big extraordinary plans to post 50 hashtags under a picture, did you stop to think “When’s the last time I, myself, looked something up by a hashtag?”
Never. The answer is never.
Just put away the hashtags because they are #lame….
If you feel the most ravaging itch, and you just absolutely have to use a hashtag on your Instagram post, or else? Just please, for all that is good and holy, post it in the comments. Not on the actual post…
Do the world a favor. Hide those ugly hashtags.
That way they are still there for your own desire, and can be found in the 1/1000 chance that someone looks up a hashtag. But now, it doesn’t make your social post look like a mess of hashtags that no one reads or cares about…
Does this is all sound too #salty?
3. SHORT, SWEET, AND SPACED
I cannot tell you how often I skip, or won’t even read a post, because it looks like the U.S. Constitution down there. Seriously. Like the Bill Of Rights down there.
shakes head No. keeps scrolling
Just a big ol’ paragraph of words. No spaces, no emojis. Just boring words!
Really, who wants to read that? No one wants to see your college admissions essay- put it away…
Here’s the reality- People don’t read anymore.
That’s why we have Siri and Alexa, to read to us, and even to type for us. And Audible, Youtube, Podcasts, and videos in general to read us content that we don’t actually want to, or have time to read.
So keep your posts SHORT AND SWEET, but very much to the point. Our challenge to you is to write a post that is no more than a few sentences. Then a symbol or emoji to create a space. Then give your post a purpose. Like this post for example:
Oh look… our post includes all of the extremely important, don’t-you-dare-forget Tips from above!
It’s a REAL, RAW, AND REGULAR picture of the staff and patient after a procedure! Just a few sentences of SHORT SWEET CONTENT…. And no hashtags…
And most importantly- it USES SPACES…
Yes, I get it, Instagram can be frustrating in this way. You have to actually make a real effort to use emojis or symbols to create spaces in between paragraphs.
I hate putting extra effort into my client’s marketing, which in turn pays my bills… ugh so annoying right?
Thus- keep your posts RAW, REAL, AND REGULAR, while simultaneously keeping it SHORT, SWEET, AND SPACED OUT, without hashtags!
This is a real conversation between me and friend about her Unique Selling Proposition. When we finished I realized our conversation is exactly what businesses need to help discover their USP. You confuse your lose!
Instead of me preaching, you can just see how it comes together.
The struggle to discover a USP?
Jace: When creating a business you have to bring some type of value to the market place and you need to find people that will give up their hard earned cash for your product or service.
Value and customers go hand in hand. If you don’t have value you won’t have customers. If you don’t have customers your value really doesn’t matter.
What value are you going to bring and who are the customers?
Since you are starting a spa you need to ask what kind of services are you offering.
Spa? Cranial? Wellness? Massage? What is it?
What needs are you going to fill? What are the benefits?
You have to figure that out first and I don’t think you have.
Friend: Blualignment is about Body Alignment. Lol. bluAlignment “bringing you back to your body” is about organizing your body so that you don’t feel pain anymore. Tension, stiffness, etc. are not supposed to be an aspect of everyday life. Your body should be injury free. BluAlignment was created to bring you back.
Jace: Lol….ok so forget bring you back. That is confusing.
Friend: lol…My value is that I am getting people out of pain.
Friend: and teaching people how to get out of pain
Jace: Organize your body so that you don’t feel pain anymore. Now that makes a little more sense. Lol…bring you back to your body sounds like it should be on a soap commercial…haha
Friend: Lol….you never got it? My core mission is to help people out of pain, and that includes psychological pain, body pain and how its all woven together.
In the beginning, I’m starting with the physical, but it will expand to be all encompassing.
Jace: Nope never got it. You don’t say that anywhere on the site. Why not just say it?
Friend: Yeah…I should. It’s because I think a lot and say a little. Alos because I think I have to learn a 100 things everyday before I can help anyone, but its all just excuses like you said before.
Jace: Why not just say it?
Friend: Yeah. I haven’t really known how to say things on blualignment because I imagine myself 10 years in the future and I don’t think I know how to give what I want to give.
Again, it goes back to excuses. And school, and biding my time. and having a whole lot of faith in my future self. and not a lot in my current self. So, yeah I agree. I need to say it differently.
Jace: Yeah but I wouldn’t worry about that right now you can worry about that after you get customers you fake it till you make it.
Friend: OK. Whats directly wrong with how I am saying it now?I mean clarify when you said “you just need to say things a little different.”
Jace: Okay…so take a look at your website.
Friend: I did I am I didn’t say anything about helping get people out of pain.
Jace: Does it say anything about pain in the top two sections? Does it say anything at pain anywhere?
Friend: Nope. It does not. I just had this assumption thats why people see bodyworkers.
Jace: so that’s a perfect example…How is anyone supposed to know that you can solve their problem if you don’t tell him you can?
Jace: In marketing you cannot ever assume you have to treat everyone as if they’re 5 years old. The very first section needs to tell people the benefit. After that you can then have the section about you. So let’s adjust that whole top section of the website to address the fact that you get rid of people’s pain.
Friend: Can it be simple like: “BluAlignment’s mission is about helping you out of your pain. After a lifetime of chronic holding patterns and injury; come in to realign your body, relax, and rejuvenate. “
Jace: :|…Kind of….:(
Friend: BluAlignment is about reorganizing your body to live a pain-free life. After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate.
Lol…I’m a sensitive person, but my feelings aren’t easy to hurt. So no stress about truth if ya feel me.
Jace: Think 5 year old
Friend: Lol…OMG…Bodywork is so second nature. I don’t even know anymore what normal people know about their body…SHIZ
Jace: No Swearing…:)
Friend: I didn’t. I changed the spelling
Jace: I promise you if you can figure out how to be simple people automatically gravitate towards your message. I should be writing all of this down and making a book out of it. haha
Friend: Ok what about this? “After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate bringing you one step closer to a pain-free body.”
Jace: When somebody asks you what do you do…. What are you going to tell them? Imagine telling somebody that in an elevator. What would they think?
I can see it now… imagine leaning over putting your arm on their shoulder and saying…After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate bringing you one step closer to a pain-free body.
Friend: Hi. Guy, I have 10 seconds with. I work with the connective tissue in your body that is responsible for organizing and compartmentalizing your body. The work I do frees your body from old injuries and stress. Ok BYEEEE…. Lol
Jace: Yep and they would say that girl’s crazy…
Friend: Ok let me try again
Jace: Yes think about it. You need to start there. If a customer doesn’t know what you do within 5 Seconds of hitting your website you lose. When you confuse you lose.
Friend: Getting you out of pain. done…:) Does your 5 yr old get that?
Jace: Closer… So when people ask you what you do? I get rid of people’s pain….
Friend: I get rid of peoples pain by touching them….lol
Jace: You don’t need to say how you do it yet. You let them ask that question. Or that happens in your next sentence. Think about it this way. If somebody is in pain and they meet you and you tell him/her you get rid of pain….what do you think happens next?
Friend: They say “hey, i was gonna ask for your number anyway, but now this is perfect. got a card?”
Jace: hahah…You’re thinking the wrong clientele. I picture an old lady in an elevator. Your picturing some dude at a dance
Friend: aw. Ok. You’re right. Too many guys in my life. Old lady. I like this.
Jace: Ok so now you need to adjust the message
Friend: Ok, but if i say I help people get out of pain. You said its closer, but not quite.
Jace: Well you have kind of the second section which also talks to the benefit to the consumer. What is the end result that the consumer wants?
Friend: what about something like this? Bringing you out of pain and towards optimal health through touch therapy.
Jace: Once again why did you go back. I can bring somebody to church…I can bring somebody on a date… I can bring something to work…but I would never say I can bring me out of pain. Do you get rid of people’s pain or not? Or are you bringing them out of pain? whatever that is. Why not “I get rid of people’s pain through touch thearpy.”
Friend: Ok. point made. Is this 5 yr old worthy?
Correcting imbalances in the body giving you guaranteed and lasting pain relief, while allowing you to unwind and relax. Call for a free consultation. Maybe I won’t say guaranteed. Just never mind for a second. I’m editing it again.
Jace: Haha…Guaranteed is a good thing. People want guarantees. They hate risk and a guarantee eliminates risk.
Friend: Life is a risk. But yeah I get it Im just kidding btw, sort of. How does this sound… is it too much?
BluAlignment corrects imbalances in the body that gives guaranteed and lasting pain relief, while simultaneously allowing you to unwind and relax enabling your body’s self-healing mechanism. Call for a free consultation.
What does guaranteed even mean? That no matter what, you won’t leave this office with pain… Or does it mean if I can’t deliver, I assume full responsibility including ownership of compensation?
Jace: Yeah they guarantee doesn’t work in this situation. Basically I guarantee is the stuff you do works. That sentence is kind of messed up. You’re referring back to in balances. What do you think of when I say Geico?
Friend: 15 minutes could save you 15%
Jace: Think of the size and what Geico actually really does behind the scenes. They’re humongo company that does billions of dollars and the only thing they want you to think of is 15 minutes could save you 15%.
You’re still overthinking. List to it.
“BluAlignment corrects imbalances in the body that gives guaranteed and lasting pain relief, while simultaneously allowing you to unwind and relax enabling your body’s self-healing mechanism. Call for a free consultation.”
Friend: BluAlignment uses touch therapy to correct imbalances in the body that gives guaranteed and lasting pain-relief. Call for a free consultation.
Even more simple is…. BluAlignment uses touch therapy giving guaranteed and lasting pain-relief.
Sales and lead generation will make or break a business. Yet we get so distracted that we forget the most important task. Sowing! Do you know the story?
The Sower is a simple parable that I like to use whenever I think about marketing and sales. It’s the perfect story to illustrate what it takes to win in business. I caught onto this early when I started my first company and is has been my secret ever since.
The story of sowing and reaping actually comes from the Bible. Jesus taught in parables and presented this great story to the multitude. Originally, this was used for preaching the gospel, but Jim Rohn a big mentor of mine applied this great story to business and marketing.
Jim died a little bit ago, but I love to use his ideas when speaking. Since he is now dead I have adopted it as my own and want to make sure the message continues on.
The Parable Of The Sower
Firstly, the sower was ambitious. When you read the whole story you’ll conclude yes, this was an ambitious sower.
Here was number two. He had excellent seed. The sower who sowed the seed had excellent seed. The excellent seed could be an excellent opportunity, an excellent product, an excellent story.
Without ambition you will quit and without a good product, service, or opportunity you will not succeed either.
Mini Lesson 1
Don’t sell crap! I can’t tell you how many times I see people selling a terrible product or service. It’s pretty hard to get any momentum if your seed is no good. Evaluate your product and make sure it is as good as it can be.
Mini Lesson 2
Ambition and hard work are required.
Sales and Marketing take a lot of work. It takes ambition and determination to see things through. Whether you are an owner or a simple employee. Results take a lot of effort. Once the seed is planted and the lead it captured you then have to nurture that lead into a qualified customer.
You will be tested and tried to see if you are worthy of an entrepreneur lifestyle. Don’t quit or leave the field, just keep sowing.
“A sower went out to sow his seed: and as he sowed, some fell by the way side; and it was trodden down, and the fowls of the air devoured them. And some fell upon stony places; and as soon as it was sprung up, they were scorched because of no root. And some fell among thorns; and the thorns sprang up and choked them. But others fell into good ground, and brought forth fruit, some an hundredfold, some sixtyfold, some thirtyfold”
The Lesson (Jim Rohn)
“The sower goes out to sow the seed, but the first part of the seed falls by the wayside and the birds get it.
So jot this down. The birds are going to get some of the seed.
Now you say, “Mr. Rohn, what does that mean?” Well, I invited John to come to a meeting. He said he’d be there Tuesday night. Tuesday night I show up. John isn’t there. I say, “I wonder why John didn’t make it.”
Now I know the answer. The birds! The birds! John had this great idea of coming to the meeting to look at an opportunity, and somebody stole it and said, “You’re not going to go see network marketing.” And he says, “Well, maybe not.” So have you jotted that down now? The birds are going to get some of the seeds.
Now when the birds get some, you’ve got two options. Number one is to chase birds. You say, “Well, let me get hold of the person who talked him out of coming to the meeting. I’ll tear him a new page.” I wouldn’t do this. Here’s what happens if you go chasing birds. You leave the field. If you go chasing birds now, you stop sowing. This is going to detract from your future, not add.
So you can’t chase birds and try to straighten this stuff out. Here’s what it is. It’s just one of those things, and here’s the best comment when things are a little disappointing. “Isn’t that interesting?” You just have to say, “I thought sure he would be there. He promised me! But I know it was the birds.” And you just have to say, “Isn’t that interesting?”
Now here’s the rest of the story.
The sower kept on sowing. See, that was the secret to his success. He kept on sowing. And if you keep sowing, you can sow more than the birds can get because there aren’t enough birds. If you keep sowing, there are always some birds but there’s not enough, because the Law of Averages will work for you.
The sower now keeps sowing the seed.
Now the seed falls, the story says, on rocky ground where the soil is shallow. And the rocky ground where the soil is shallow.
This time, the little seed that falls in the ground starts to grow and the little plant starts to grow. But the first hot day, it withers and dies. Not an easy thing to watch. I finally get John started. Sure enough, three or four days later somebody says “Boo!” and he’s gone–doesn’t show up at the second meeting. And I say, “I thought sure John would last a week.” What happened?
Jot this down.
The hot weather is going to get some.
And this is not of your making.
Here ́s what you must say when that happens. “Isn’t that interesting?” What can you do? The answer is nothing. You say, “Well, I’m going to try to change this!” I wouldn’t take that class. You know, the sun comes up in the east and somebody says, “Why is that?” I wouldn’t spend much time on that. Just let that happen. Don’t go for this why, why, why stuff. I’m giving you the answers here. The answer is in the structure and in the consequences and is in the deal.
The answer is in the deal.
Anything beyond that is not worth studying. You say, “Well, how come some just last a little while?” I wouldn’t sign up for that class either. Here’s the answer: Some don’t stay. You just have to jot that down. And when some leave you say, “That’s one of those who don’t stay.”
Now, you know what category to put them in, and you can’t solve this now. It’s like rearranging the seasons. You can’t fool with that. All you can do is cooperate with the way things are set up. I didn’t set it up. You say, “Well, it shouldn’t be this way.” Well, when you get your own planet you can rearrange this whole deal, but on this planet you ́re a guest.
You’ve got to take it as it comes. Now, here is the secret to the ambitious sower with good seed.
It said he kept on sowing.
Here’s what he had to do to keep on sowing. He had to discipline his disappointment. This is a key phrase now to use for the rest of your life. You must learn to discipline your disappointment. Because you didn’t set up the set up, and some are not going to stay, and that is not of your making.
Now, if you made gross errors and you ran them off, see that’d be different. You’re responsible for that. But if it’s in the normal course of things … this is just the way things are. Here’s what it says. The sower keeps on sowing.
Now it says the seed falls on thorny ground. And somebody says, “Well, how much of this do you have to go through?” Well, hang on. It’s not the end of the story. The little seed falls on thorny ground and the little plant starts to grow again, but as the little plant starts to grow, the thorns choke it to death and it dies. So jot this down. The thorns are going to get some. And that’s not of your making. And what are these thorns?
The story even called these little thorns little cares, little distractions, little somethings.
Who knows what they all are. I said, “John, we had a meeting last night. You weren’t here.” And John says, “Well, I can’t make every meeting.” I say, “Why not? You’re part-time.” He said, “Well, the screen door came off the hinges and you can’t just let your house fall apart. You’ve got to take some time and fix things up.”
And I can hear the thorns growing.
He said, “Some extra trash had piled up in the garage. You can’t let mountains of trash take over. You’ve got to keep your trash hauled out.” People let little things cheat them out of big opportunities, and you feel almost helpless. What could I do about that? And the answer is nothing. And you say, “Well, why is this?” I’m asking you not to sign up for that class. Don’t sign up for these, “Why is this?” classes. It’s just the way it is – like winter following fall and spring following winter.
So have you got that?
The thorns are going to get some.
Now here’s the good news. The sower now keeps on sowing the seed. Keeps on sharing the story. Keeps on giving an invitation. Yes the invitation can be more powerful for me now as it is one year later than it was the first month, because now I’m saying I’m making twice as much money part time as I’m making on my fulltime job. The story can be more powerful, but the Law of Averages is still going to work.
Now here ́s what the story says. Finally the seed falls on good ground. Now put this in parentheses.
It always will, if you keep sowing.
If you share a good idea long enough, it will fall on good people. So here’s the rest of that story. Some of the good ground did 30%. And some of the good ground did 60%. And some of the good ground did 100%. You say, “Well, why the difference in numbers?” I wouldn’t sign up for that class!
Have I said that often enough now? Don’t register for that class. It’s just the way it is. I tried to get the 30 ́s to do 60. Found out it was more than I could handle. I used to say, “I’ll make them successful if it kills me.” I almost died. No, you can’t do that. Here’s what you do. Let the 30’s do 30 to the best of their ability, because that’s how they build their lifestyle and get what they want out of life. And let the 60’s do 60. And let the 100’s do 100.
Google Adwords is back for Addiction Treatment Centers, but there are some certifications and paperwork that needs to be completed.
Google announced and introduced a new certification process for rehabilitation and addiction treatment facilities.
Back in September of 2017 Google shutdown Adwords for addiction treatment centers. It was devastating for a lot of them. Even the good ones had to close their doors.
Google has confirmed that starting on the 15th, addiction treatment providers can contact LegitScript and fill out an application to be certified.
Starting in July 2018, LegitScript legitimate certified addiction treatment providers can request certification with Google through a form that we will publish.
After the two certifications, those advertisers can then advertise on all AdWords channels. This is the same process that our healthcare pharmaceutical certified advertisers follow.
The previous suspension of these ads was the result of this category being ripe for exploitation by spammers and third-party middlemen — such as lead generation providers who were falsely advertising services that they did not offer and then, for a fee or “kickback,” passing the resulting lead on to treatment centers.
Google’s decision to partner with LegitScript, a verification and monitoring service that online pharmacies utilize — and implement a two-step certification process — will make it much harder for third-party, non-service providers to exploit Google’s ad ecosystem. It will also be more expensive.
From the Reuters article:
LegitScript will evaluate treatment providers beginning Monday on 15 criteria, including criminal background checks and license and insurance verification. They must also provide “written policies and procedures demonstrating a commitment to best practices, effective recovery, and continuous improvement,” according to LegitScript, which will charge $995 upfront and then $1,995 annually for vetting.
The battles of YouTube Ads are not won today by men with the largest forces.
Sure they can spend a lot more than you, but that doesn’t mean they are going to win.
YouTube ads have changed and they can be tested in a couple of weeks. There is no long waiting—no serious uncertainty—no drawn-out period when expense overtops result.
One gets his answer immediately. The YouTube campaign is based on exact information that you can see right in your Analytics and Adwords accounts.
What you do in 1 state can be one is all 50, and the views and click will be in proportion to your test states. The law of average is sure. When you expand, you will be spending your money on absolute certainty.
Let’s do a quick recap before we check out whats new.
TrueView ads can be skipped after five seconds—so it’s important that your video is done correctly and will capture attention in the first 5 seconds. Unless you’re optimizing based on action or reach (more on that below), you only have to pay for these ads when the viewer watches 30 seconds or more, which makes them a pretty safe bet for advertising on a budget.
TrueView ads have two formats, In-Stream ads and Discovery ads. Here’s the differences:
It was in BETA but now my accounts have this new feature.
“Soon you’ll be able to reach people on YouTube who recently searched for your products or services on Google. For example, an airline could reach people on YouTube who recently searched Google.com for “flights to Hawaii.” We call this custom intent audiences. Custom intent audiences can be an effective way to move undecided customers to action using the persuasive power of video. To get started, all you have to do is create a keyword list for your video campaign in the new AdWords experience.”
Here’s a simple video tutorial where you can see how to set up a TrueView For Action video campaign.
TrueView For Reach
If you are looking to build brand awareness and increase market penetrations, you may want to look at TrueView for reach.
I would not recommend it because I think TrueView for Action Ads are better.
I know they are better.
YouTube Video Ad Reach Planner Tool
One of the big problems with YouTube ads are the unknown. They lack transparency but they are changing. Google has launched the do Reach planner tool.
“Starting today, we’ve made it easier to answer questions like these by introducing Reach Planner, a new tool in AdWords. Now, for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.
Please for all things practical get on this and start running ads. If you need help, that is what we are here for. Contact us and we would be happy to create a killer YouTube Ad Campaign that will get you more sales, leads, and traffic.