Blog Layout

BEST PRACTICES: BEYOND TRADITIONAL PAID SEARCH

shane • Jan 28, 2022

The Evolution of Display Advertising

If you’ve ever shopped for something online and were amazed to see that very same item pop up
on other websites you visit, you have been targeted by a pay per click display ad campaign. These
types of ads are used to market to very specific groups on the Google Display Network (reaches over
90% of people on the internet) and on Facebook. There are several ways to tailor advertisements to
consumers who are the most likely to become customers, including:

Customer Match: Serve ads to people who are part of your existing customer email list
Look-alike Audience: Serve ads to an audience of people who are similar to those on your
customer email list
Contextual Targeting: Serve ads on website that has content similar to the keywords that are
used for our Paid Search campaigns
Remarketing List: Compile an audience list based on website visits, and serve ads to
this audience
Geo-Fence: Serve ads to a specific audience, drilled down to a specific address
or radius around a specific address

The pay-per-click display ad arena is bursting with opportunity. These types of campaigns are another
layer of targeted, timely communication. For example, when using a Customer Match target with
Google, ads for additional services can be served to current Jiffy Lube customers. A look-alike target
on Facebook would serve ads to potential new customers. A Geo-Fence campaign on both platforms
can be set up in a competitor’s trade area. Many times, these campaigns get a powerful number
of impressions and the cost-per-click is much lower than a traditional paid search campaign. With
strategic interest, placement and topic targeting, we feel they are a great tool for branding retailers to
potential customers as well as exposing current customers to additional services offered.

The Ostler Group
We are a Google AdWords Certified Partner and a Bing Ads Accredited Agency. This distinction
means we have been certified by Google and Bing to manage our clients’ accounts. It also allows us
to stay on the cutting edge of the industry by getting early access to updates and changes so that
we can continually optimize our clients’ accounts.

< Older Post Newer Post >

Mail

The Only Survey Question You Need to Ask Your Customers

By shane • 28 Jan, 2022

The Ultimate Question “On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Pioneered in 2003 by Fred Reichheld, author of The Ultimate Question, the NPS is a customer loyalty metric that predicts the likelihood of a customer repurchasing from you or referring your company to a friend. Is this information actionable? We think so. Share with front line employees, set up benchmarks, target “promoters”, with friends & family offers, “passives” with discounts for additional services, etc. The ultimate objective is to convert customers who were less than happy or unimpressed into promoters who will then put the word out and allow for increased revenues and profits. These customer enthusiasts will buy more from the company they are satisfied with, they’ll need less customer service and will refer friends and relatives. Free positive publicity from a promoter helps improve overall customer satisfaction and could lead to higher company profits and growth. This question is a barometer for how customers feel about your business and rates on a scale the likelihood of recommending the company or brand to a friend or colleague. The score from the responses to this question constitutes the Net Promoter Score (NPS), which is an index that measures the willingness of customers to recommend a company’s products or services to others and/or take the time to say positive things about your company or brand. The score is used as a proxy for gauging the customer’s overall satisfaction with a company’s service, the customer’s loyalty to the brand, and can be a gauge to predict company growth. The Ostler Group offers a completely customizable online survey that incorporates the Net Promoter Score question, as well as access to a dedicated reporting dashboard for your stores.