How to Calculate Google Ads (aka Pay Per Click) During a Pandemic

If you own a business, 2020 has been quite the ride so far. This year has been everything, except business as usual and we must approach our marketing efforts with that in mind. This is especially true when we’re looking at analytics from Google Ads (aka Pay Per Click). As you can see below for this client, the impressions dropped a great deal during the month of July 2020. You can't help that (besides making sure the cost is also reduced), but the reason their online conversions dropped was because people were calling in orders while so many florists were closed or not delivering after a cut off time.

We saw a lot of this where customers would click and then proceed to call-in the orders by phone. The only way to calculate those experiences is to use an industry avg of 3 orders over the phone to every 1 order online. However, since COVID it's so much greater. How much? We just don't know, but we do know that during uncertain times like these, more people will click and call to make sure they can get delivery made and order over the phone gives them the peace of mind of speaking to a real person who can confirm and be responsible for the order. This is clearly reflected in the increased dollar volume in sales.

You can see they spent less in July and saw a very favorable result in sales. Google results (when managed correctly) have been the fuel florists need to compete. You will notice most successful florists are all running Google Ads in their local markets and connect with Google My Business listings to optimize the listing.

Q: Why doesn't everyone do this?

A: The results are a reflection of the experience and capability of the agency. The cost - if not managed properly - could have easily been another $2,000 to 3,000.

Google is a bidding model where you only spend 1 penny more than the listing below you. It's important to always know your positioning and adjust accordingly, this is why it's not always best to be #1. Many people pay DEARLY for this so you have to decide how much it’s worth to your business. You have to know when to step it up and also when to consider other options.

Here are a few additional things to look for in the example above:

PHONE: The phone field is showing how many users clicked the PHONE NUMBER IN THE AD. Keep in mind that the call had to last over two minutes to register. You can res assured there are more orders here, even if you don’t know how many.

CONVERSION CODE: Google allows a “conversion code” to be created and added to our client’s website. This code triggers when the "THANK YOU" page is reached which is unequivocally a completed order. The code tracks the visit having occurred by clicking the trackable ad and then fires off a conversion signal of (1) for a completed order. We then take the average order of the shop. (which has to be done manually since many shop sales values vary) and then multiply it to calculate the final sale.

Remember, before Google came along all we had were the Yellow Pages, newspaper, print, and a few other options for local marketing. Let's face it, if you received a 1% return it was considered successful. The Yellow Pages produced better results but they were very expensive. Now with Google Ads (aka PPC) the model is a sliding scale that is as easy to follow as any. The more you attract visitors (clicks), the higher your chances are of conversions - tracking is key.

One more note: PLEASE use a lost order register at your place of business. ANYTIME a phone is answered asking about product and/or price that does not result in a sale, it's paramount the experience is recorded so the business owner is aware sales opportunities are missed. After all, you pay for those visitors, conversions are critical in the success of this effort.

Get started with Google Ads today. Drop us a line below or call anytime at (941) 806-1911 and we we help you get set up.

GMB aka Maps Has Become More Popular Than Traditional Google Search - Is Your Profile Up to Date?

Did you know that most online search queries land on the Google My Business (MAPS) page? There you will find a brief to an expanded list of services, products and information that allows you to take in a quick but brief understanding about the company you are looking up. This is also a place to find REVIEWS to help you learn more - or you can post reviews of your own as well.

Google My Business also allows you to add a SHORT NAME of your business to make it easier for customers to find you. More and more companies are focusing on optimizing this result by understanding the strategies you can apply combining images, Q & A's, Videos and even Instant Messaging. The truth is, the more features you use, the better your results will be.

Above the Fold

Above the Fold is an old newspaper term for the upper half of the first page. The most important information in the paper appeared at the top - above the fold - so it would be visible on newsstands and boxes. Just like newspapers, the goal of most businesses is to appear ABOVE THE FOLD because that’s what will be seen on your computer screen on the first view.

The results are ORGANIC meaning the site is ranking high on its own and the position is not paid for, although paid ads can also appear in some searches.

It is proven that ONLY in this case do people avoid ads and look for the actual location whereas in traditional look ups, the paid ads do better because you can aggressively bid for position AND select what you wish to display, they are ads.

Optimizing Your Business Profile

You will need a separate Google My Business account in order to manage and optimize your Google Business Profile. It’s easy to get your Business Profile (your Google business listing) confused with Google My Business so remember that GMB is the tool you use to enhance your Business Profile in order to boost visibility and effectiveness. Optimizing your GMB profile has several benefits.

1. It helps you engage with customers

   Customers are able to interact with your Google Business Profile and you can use your GMB account to engage with them. GMB not only allows you to respond to reviews and answer questions, but you can also use it to publish posts like you would on Facebook or other social media channels.

2. It helps you highlight your business

   Your Google Business Profile contains a limited amount of information about your business but a GMB account gives you the ability to provide hours, link to your website, feature products and pricing along with other details that make your business unique.

3. It helps you gain insights

   GMB has analytics available through the profile dashboard that gives you key insights about your audience as well as your local search performance. You can see which queries customers are using to find you along with how they found you (Google Search or Google Maps) and what they do when they get to your site.

4. It helps enhance your local SEO

   Google uses algorithms for ranking Business Profiles just like it does with websites and ads. Your GMB dashboard allows you to incorporate keywords to your profile and perform other optimizations to help you rank better in local results.

Using GMB for SEO

GMB is not only an outstanding tool for optimizing your profile and expanding your reach, but it is also a great tool to help with your local SEO, here’s how:

1. By targeting your information

   It is extremely important to incorporate relevant keywords in your Business Profile so Google knows what you are trying to rank for. You should use as many as possible in the “from the business” description as well as in answers to questions, responses to reviews and the posts you publish.

2. By maintaining quality of information

   The accuracy and completeness of your Business Profile has a big impact on how it ranks, so it is important to provide as much information as you can in every section of your google profile. It is especially important to make sure your NAP (name, address, phone number) are all correct, as well as your hours, attributes and relevant contact information.

3. By building trust

   Consumers prefer to do business with people they trust and GMB can help enhance your shop’s reputation with reviews AND responses that can be managed through your GMB dashboard. Regularly uploading photos and publishing posts will also help show Google that you are active.

Google My Business is quickly gaining favor as the place to be listed so it’s important to make sure your GMB Business Profile is up-to-date. SEO is important for any business, but it’s especially important for small businesses to utilize targeted marketing to compete against larger competitors with bigger budgets. Now SEO is easier than ever before with the help of GMB.

Are you trying to maximize your visibility in your local market? Bloomerang Solutions can help you show up where customers are searching. Give us a call today at (941) 806-1911 or drop us a line below.

-Art

Personalized Content is Critical for Your Branding on Social Media

Facebook uses a number of factors to determine what content to show in a user's news feed. It’s typically based off multiple factors like who you follow, where you comment, and where you spend the most time on Facebook.

Another factor to be taken into consideration is Facebook’s algorithm analyzes each image posted by a page to determine the quality and who to show it to. One of the main points it looks for is a unique image taken randomly by an individual randomly instead of a stock photo that appears on many sites.

That’s why we try our best to make sure we can get custom images from florists because we know that it works much better when posting to Facebook but some either just don't find the time or don't believe it’s an important aspect of social media.

Below are just a few examples of the difference between seven shops that send us consistent photos of arrangements, classes, and everyday scenes inside their shops and seven shops that don’t send us any.

Both of these examples have close to the same amount of followers and times content is posted per week. The difference is the kind of content being posted. The more personal, original images do exceedingly better than ones we have to pull from a catalog, florists website, or a stock image library.

On the left is the total engagements for the seven shops that send us great content and images on a consistent basis. It’s almost eight times the engagement of the shops that don’t, over on the right.

This is the total impressions for both sets of shops. Impressions aren't as important as engagement but this still gives you an idea of how many eyes have been on your images. On the left is little to no images sent to us and on the right is consistent images. Another thing you can notice here is that we paid for a very similar amount of impressions but the shops that sent us personalized images did much better organically and with their virility.

We always try our best to stress the importance of providing this content to have the best reach and engagement across your social platforms and hopefully this look inside the numbers gives you a little more information on why it’s crucial on social media.

Do you need help with your social media accounts? Trust the experts at Bloomerang Solutions to keep your accounts optimized while you turn your attention to the holidays. Give us a call today at (941) 806-1911 or drop us a line below to let us know how we can help your business bloom!

Understanding the Digital Road Map

Understanding how information flows and turns into digital content is important for people who are trying to increase their digital presence. But it’s not as simple as making up and idea and throwing it up onto your website like so many people try to do.

So, we’ve created this road map to show how we how we take the questions, concerns and ideas you have about your website and transform them into valuable content that will work for you. The video below will show you how.

First we start with an idea

When an idea is formed, it’s something you thought would be great for your company. Instead of throwing that idea onto your website to see where it ends up, the proper process begins by create a blog post about it. This is where you are able to:

• Build the content

• Gather the ideas

• Create all the links

Get something that is going to compliment your website and your digital presence. Now remember, the idea is still the idea, it just turned into digital version with a lot of linking and reciprocal linking and organized content.

Social Distribution

Once that happens, we then go over to social distribution. The social team manager will take that and review it and see where that content belongs. Is it optimal on Linkedin? Should it just be on Facebook? Maybe it’s a great image? Or maybe it’s a do-it-yourself idea that’s best served on Pinterest?

Whatever that might be, we’re going to design and create and move that information to that department. For example, it might be Google My Business, that’s going to be another department that will take that information or that picture or that content and turn it into something that’s going to be beneficial. When that’s all done, it finds its place to your website and that’s where it’s going to end up growing.

Making your ideas work for you

Now it’s time to put everything together where it belongs in your website so it can nurture and grow. What does growth look like?

• Citation Implementation

• Meta Tagging

• Reciprocal Linking

• Name Address Phone (NAP)

• SEO

All of these factors encompass that idea which has now evolved into digital content. When it all comes together, your website will increase when it’s treated this way, Because now that this is being done correctly, it all happens behind the scenes,

Now when someone is searching for your business, your industry, or any content that relates to your online presence, you’re going to appear higher than most unless they have paid advertising that they’re using to push themselves above all of this work that wasn’t happening

If you questions about this please call me on my cell anytime at 941-544-5000.

- Art

COVID19 Has Reinvented Retailing. Are YOU Ready for What's Next?

I have always been as optimistic as anyone until COVID19 shut down - or tried to shut down - our industry. Shops always had weddings and other summertime events to help get us through the slow times. But this terrible pandemic has wiped them all away - along with many shops who are already struggling to keep our doors open. The numbers of people testing positive for this virus are increasing again and the future is scary. I fear that the lock downs could be reinstated again or extended.

That’s why the time to act is NOW!

Right now, as our industry changes right before our very eyes, we have a choice. We must move along and continue to find our way, just as local florists have always done in the past.

Local Retail Florists need 3 things going into late summer and for the future:

#1 Up-to-date website and social media listings

Nearly every retail establishment in the country has been forced to alter and adjust their operating hours because of the coronavirus pandemic. Even large large retailers like Walmart who used to be open 24 hours a day have scaled back and how have opening and closing times that often vary by store or location.

Even stores that have reopened completely are often forced to make adjustments based on staff availability or local restrictions.

The best way to keep customers updated on your current operating hours is by adjusting them on three places:

• Your website

• Google

• Facebook

Once you have updated those three platforms, your correct information should begin appearing in most places people use to search online. In some cases it may take up to 24 hours for the changes to take place across the platforms. If you need any assistance with adjusting your store or delivery hours, please click here and let us know so we can keep you up to date.



#2 Google Ads

Gone will be the shops sitting back waiting for orders to fill them. They are going to be the ones that will hang on by a thread, MAYBE. Most likely though, they will be gone. COVID19 is forcing the hand of the local retail florists to get aggressive and change the landscape of floral retailing by REMOVING wedding and special event options.

Here is a sample of what a shop did changing into the Google click model this past May in upstate New York area.

#3 Forever Remembered obituaries listings to "take back" and secure orders while improving your website SEO

This program is changing how people order funeral flowers online and will remain for years after COVID19 is gone. Over 10 years ago, LEGACY entered the funeral industry and posted obituary listings which created a link that sent the orders directly to the Sympathy Store. Today, they’re processed through FTD.

Today, Bloomerang Solutions is releasing custom local flower shop obituary/sympathy websites. Our network of websites across the country helps to create and link orders directly to your shop’s website! That’s right, we have removed the middle man!

• No Per Order Fees

• No Additional Membership Fees

• Every Order is Your Order

Haven't we all had enough? It’s time to start taking back our industry. If your area is not yet taken, you have a choice - please call me and we can get you started today! There has never been a more important time to plan for your shop’s future. Call me anytime (941) 313-8025.