Red Sauce

July 28, 2015

Let's Get Digital










FOUR MYTHS DEBUNKED


Myth #1
GOOGLE IS ALWAYS BETTER THAN FACEBOOK FOR GENERATING WEBSITE TRAFFIC

Not necessarily. Just ask the YMCA of Pierce and Kitsap Counties. In its fall 2014 ad campaign, for example, the Y spent about half as much on Facebook as it did on Google AdWords—and got nearly twice as many clicks to its website.


Myth #2
INCREASING WEBSITE TRAFFIC IS ALL THAT MATTERS

Getting traffic is great, but it could be meaningless if you aren’t getting the right traffic. The only way to find out is to document what actions people are taking when they get to your landing page. We recommend working with your web developer/IT support to place an event tracking code on your site to document what users click on when they get to the page. You can then get a detailed report in your analytics account and optimize your campaign accordingly.


Myth #3
AUDIO STREAMING ADS COST TOO MUCH AND DON'T REALLY WORK

For many of our local and regional clients whose target audience is within a 10-15 mile radius of their location(s), a traditional radio buy can be expensive to produce and ineffective because it reaches so many people who do not live or work in your target geography. If this sounds like you, consider Pandora or other audio streaming sites.

With Pandora, you can target by zip code, age, location, gender and even music genre. We’ve helped clients use Pandora to attract patients to new medical providers and credit unions to attract members to a newly opened branch. Most audio streaming sites also provide detailed reports, allowing you to demonstrate results.

Myth #4
WRITE ONE AND YOU'RE DONE

Testing is critical (and easy to do). Preparing multiple forms of advertising creative is critical for success—especially when it comes to social and search. Experiment with visuals, targeting and messages. While we’re still waiting to see the complete results, an online campaign we created to recruit workers to a local nonprofit showed recent college graduates were more likely to click on ads that focused on better pay and benefits, while older workers and management candidates were more likely to pay attention to messages about the collegial and collaborative work environment.

Think about digital as you used to think about direct mail: A/B testing is a must and for longer running campaigns, you will likely need to adjust messages and visuals a number of times.



I APPRECIATE SIMPLICITY


It’s the reason that I eat the same thing for breakfast every day—and why I get irritated when the Tupperware containers in my cupboards never have matching lids.

As communication professionals, we’re in the business of simplifying the complex and helping customers or stakeholders understand why they should care about certain topics and causes.

As JayRay’s digital strategist, I am continually digging for the best ways to explain challenging digital concepts to others.

My current challenge: explaining the concept of audience buying to our clients.

That’s why I was excited to find this video from Ad Age. While it came out last year, I find that I’m always using it to explain audience buying/targeting.

Simplicity is also why I love the technology of audience buying so much. While it may seem complicated at first, it’s really the simplest and most effective way to build a successful display campaign.

Interested in learning more? Read my latest blog for four reasons to consider audience buying.

Kacie flexes her digital muscles daily, using the power of digital advertising to help schools hire the best teachers, homebuyers to find the perfect house, and moms to find after-hours care for their sick kids. Always the first one at JayRay to adopt the newest digital technology, Kacie is currently developing an app to locate and match Tupperware containers to lids.