Category : Newsletter

By OppGen

Monthly Newsletter – June 2018

FREE RESOURCE: Digital Lead Sales Follow-up Guide

We’ve worked diligently on putting together a comprehensive new white paper, and we’re excited to announce that it’s now available for download.

In this new guide, we’ll walk you through best practices for following up with new leads. Our experts consulted with 100+ medical clinics running our digital advertising programs to uncover the unique processes they currently leverage to convert digital leads into patients. You’ll learn how to efficiently structure your team and put a system into place that will convert new leads into patients.

Check it out: Digital Lead Sales Follow-up Guide for Medical Clinic Owners

LinkedIn Introduces Carousel Ads

LinkedIn recently announced that they will be introducing carousel ads, which will feature 10 swipeable cards of customized content. Since LinkedIn is a great channel for promoting business services, these new carousel ads will allow businesses to tell stories through several unique images, display multiple offerings, or share insights inside a single piece of content. Carousel ads typically stand out more than traditional single image ads which ultimately increase user engagement.

If you’re interested in how we can utilize LinkedIn or their new carousel ads for your business, send us a message at: http://oppgen.com/contact/

source

Requirements for Facebook Custom Audience Targeting

Starting July 2nd, Facebook will introduce new requirements for custom audience targeting to ensure people understand why they are seeing specific ads on their feed. Part of these requirements include showing people the origin of the audience information so they know where their information was originally collected.

There will also be modifications to audience-sharing requirements, such as a custom audience being created from an existing customer file. Facebook will now require both parties to establish an audience-sharing relationship through Business Manager and agree to Facebook’s custom audience terms.

Learn more about how we utilize social media marketing at https://oppgen.com/social-advertising/.

source

By OppGen

Monthly Newsletter – May 2018

Responding to Reviews…The Secret to Better Conversion Rates?

After a 16 month study from gathered search-engine marketing data, digital marketing agency Location3 has recently published results which reveal that companies that responded to product or service reviews more often received improved conversion rates. In fact, the study shows that businesses with the highest response rate (~8.13%) saw an average conversion rate of 13.86%. We believe these findings are invaluable to our clients. In short, the more engaged you are with past and potential customers, the higher your conversion rates are likely to be. Testimonials and reviews are essential for creating a successful search campaign and landing page experience.

Learn more about our approach to high converting landing pages at http://oppgen.com/websites.

source

Put Automated Strategies On The Backburner

AdWords has never been lacking on the automation side of things. But for most new clients and new segment campaigns, these automated bidding strategies are often times inefficient. Whether you’re seeking to target a specific cost-per-lead, maximize clicks or maximize conversions, most campaigns typically don’t have enough data for Google’s algorithm to work at top performance. Most campaigns need – at a bare minimum – 15 conversions for an automated strategy to even work. These campaigns should also be running for at least 2 – 3 weeks. For localized or niche markets especially, automated strategies will most likely not provide the insights needed – which could instead be achieved through manual performance management.

At OppGen, we take a hands-on approach to managing campaigns to gain deeper insights and control over performance. This has allowed us to form an individualized, strategic approach for every client. Learn more about our paid search program at http://oppgen.com/paid-search-advertising.

source

Bing Introduces Price Extensions

Price extensions will now begin appearing on Bing text ads that appear in the top spot on desktop and mobile search results. Businesses will be able to select which products or services they want to show prices for, along with a 25-character description with each extension. One price extension will be visible from the ad and a “view more items” dropdown display will include three more listings.

Besides giving ads even more real estate, we believe these price extensions will provide more incentives for customers to follow through with their search intent.

If you’re curious to know how we can leverage these new extensions for your business, head on over to http://oppgen.com/contact and drop us a line!

source

By OppGen

Monthly Newsletter – April 2018

Facebook to Remove Reach Estimates for Custom Audiences

Due to recent privacy vulnerabilities discovered in its Custom Audience feature, Facebook is slated to remove reach estimates for Custom Audience targeting in the near future. The vulnerability, which allows advertisers to exploit attributes of someone included in a custom audience email list, unknowingly revealed other personally identifiable information using the ‘estimated reach’ reporting feature in Facebook’s interface. For example, an advertiser could potentially determine someone’s gender from their provided email address by watching the reach estimates round up in a specific direction.

Facebook will be fixing this issue by no longer providing potential reach numbers in any campaign that uses Custom Audiences. This also includes lookalike audiences from an uploaded list.

We will continue to monitor Facebook’s policy changes as they look for ways to improve the privacy of their user’s data. See how we manage our own paid social campaigns: https://oppgen.com/social-advertising/

source

New Insights for Google’s Click-to-Message Ads

Google introduced click-to-message ads in 2016, allowing customers to connect with a business through simple text messages. New performance metrics will soon be added to allow businesses to discover important details related to this ad extension. These new metrics include: ‘Chat rate’ (how often users start a conversation after seeing your message extension), ‘Chat start time’ (the timestamp for when a users sends you a message), and ‘Messages’ (total numbers of messages exchanged between you and a user within a single chat).

These new performance insights will give businesses a way to determine how compelled a user is to message them after seeing an ad, what time of day users tend to send messages, and how many messages they send per conversation.

We’re excited to begin leveraging this new data for our clients. Send us an email (marketing@oppgen.com) if you’re interested in running click-to-message ads as part of your campaign!

source

Bing Says Goodbye to Desktop Sidebar Ads

Starting March 26th, Bing has stopped displaying text ads from the sidebar on desktop search results. This falls in line with Google’s own decision to stop showing texts ads in the sidebar of their search results back in 2016.

Both companies have stated that removing these sidebar ads leads to an overall increase in clicks for mainline text ads. However, some Bing shopping ads will continue to appear in sidebar results depending on the search query. Additionally, a new position at the bottom of the page will now be opened up for a text ad to be displayed.

Learn how we work with Bing ads: https://oppgen.com/paid-search-advertising/

source

By OppGen

Monthly Newsletter – March 2018

Yelp Ads Fail to Deliver

As specialists within the local medical segment, we’re always interested in reaching patients looking to connect with businesses near them. But while good Yelp reviews can be a great credibility booster, its self service ad platform fails to deliver.

Apart from a black-box approach to advertising, where analytics for conversions and results are largely hidden from the user, we were especially concerned to find an independent review of the service discovering that the average cost per lead is 3.3 times that of Google AdWords. In 2018, it’s hard to defend a lack of transparency on an ad channel.

http://oppgen.com/
source

Google Overhauls Search Ranking 

Beginning this July, mobile search rankings (both organic and AdWords Quality Score) are going to get a major overhaul from Google to prioritize fast-loading websites. While a focus on relevant content has never hurt anyone’s search ranking, relevance alone isn’t going to cut it anymore for mobile.

Content creators are going to have to invest in lighter pages and shorter load times if they’re going to get the same search rankings they previously enjoyed. Luckily at OppGen, we’ve always designed our landing pages to be mobile optimized while presenting relevant content.

oppgen.com/paid-search-advertising
source

Search Engine Optimization Is Easy and Worth It 

Ever wonder how Google ranks your page? Try checking in SEMRush or a similar search engine management tool to compare how you and your competition are doing. Search engine management tools can help you not only discover what search terms lead customers to your sight, but how your competition ranks on those keywords and phrases as well. The tools they offer are simple but critical when it comes to the race for the top ranking of the search results page (SERP), as it can mean the difference between campaigning for days and campaigning for months for the same results.

Reach out to us to see how we can help with your local SEO efforts!
source

By OppGen

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 OppGen, 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://oppgen.com/

source

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 – https://oppgen.com/paid-search-advertising/

source