Google Call Only Ads: A Case Study

In today’s world of digital marketing, driving qualified leads is key. We all want to generate great web traffic that will eventually turn into a sale! In 2015, Google released Call Only ads on their Ads platform (formerly AdWords) but have only recently perfected targeting and conversion optimization. A Call Only ad shows on a mobile device when users search for keywords that match the keywords in the Google Ad campaign. According to a Google study, more than 70% of people using mobile search will call a business based on the results they receive.

We recently partnered with Google to help drive more qualified leads to a retail business in the automotive industry with multiple brick and mortar locations. According to the client, a standard qualified lead stems from phone calls lasting between 2 to 3 minutes. We were able to optimize the ads for a 2-minute phone call conversion. We then created Call Only ads in separate campaigns for each location. Finally, we collected the data over a 10-day period.

And the results are in….

Phone Calls: 150% increase from the previous period!
Conversions: 95% increase from the previous period!
Cost per Conversion: 38% decrease from the previous period!
Conversion Rate: 354% increase from the previous period!

As some final food for thought, the top five categories that value phone leads are auto, cable/telecom, financial services, home services, and travel. Speaking to a potential customer is far more valuable than just simply directing them to a website to maybe fill out a contact form. With the digital technologies available today, it is easier to track the effectiveness of digital campaigns.

If you or anyone you know could use some help with their digital marketing efforts, please feel free to contact us or give us a call at 713-309-6380.

YouTube SEO: How to Optimize Your YouTube Videos

Search Engine Optimization (SEO) is the process of getting traffic from non-paid search results. Other terms for this are “organic”, “natural”, or “free”. When you mention SEO, most people think “how can I be number 1 on Google?” There is another often-forgotten search engine: YouTube. As the second-most visited website Globally, there is great opportunity for businesses to capitalize on video production to promote on the web. People view billions of hours of video on YouTube every month. So, what is the best way to reach these viewers with topics of interest? In this week’s blog, we talk about YouTube SEO, ranking factors, and how to best optimize your video content.

YouTube Ranking Factors

Just as with ranking factors for websites, there are also ranking factors for YouTube content that will ultimately help determine where a video will appear when searched. Some of the top YouTube ranking factors include:

User Engagement – The duration of time that a user watches a video.
Video Comments – The number of comments left by viewers.
Subscribers – The number of subscribers to the channel after having watched a video.
Video Shares – The number of times the video was shared.
Using broad match keywords in the video title, description, and keyword tags.

Each of these factors are a part of the larger algorithm used by Google to determine where to place videos in search results. Other factors pertain to the content of the video itself relating to the quality of the content.

Create Engaging Video Content

It is important to create engaging video content that will keep the users engaged throughout the video as well as convert them to subscribers. It can be difficult to determine what content might engage users when starting a video marketing plan from scratch. Conducting some competitive analysis will give you insight as to what the competition is doing as well as what is working for them. This will help you to create high quality and engaging content that will keep viewers watching for longer periods of time.

Utilize “Old” SEO Tactics

When it comes to YouTube optimization, old SEO tactics are still relevant. It is important to utilize broadly matched keywords and include them in the video title, description, and keyword tags. Creating a custom thumbnail image can also help increase click-through-rates. You can customize these settings when uploading a video to YouTube but will likely need to employ some graphic design skills when creating a graphically pleasing thumbnail.

Promote YouTube Videos

Once a video is created, uploaded to YouTube using a branded channel, and utilizing some of those old SEO tactics, the video is ready for promoting. There are various channels through which to promote YouTube videos: blog, website, social media, etc. Promoting the video through as many channels as possible to reach the greatest number of viewers is a great strategy.

Please feel free to leave a comment or fill out a contact form with any inquiries you may have.

Google Search Algorithm: Most Important Updates You Should Know From 2018

Throughout the year, Google makes updates to its Search Engine Algorithm that ultimately helps determine the order of which websites appear on search engine results pages (SERPs) for billions of search queries. In order to avoid losing site ranking, this information is crucial for webmasters performing SEO. This week, we will share our opinion on the most important Google Search Algorithm updates in 2018.

Core Search Update

On August 1, Google released an update categorized as a “broad core algorithm update” that had a big impact on major search categories such as Health, Vehicles, Beauty & Personal Care, Hobbies & Leisure, Arts & Entertainment, and many more. This was the largest core update from Google in 2018. Many websites in the Health and Wellness categories saw large decreases in impressions and traffic as a result of this update. It seems that Google was focused on E-A-T signals (Expertise, Authoritativeness and Trust). These signals determine the level of expertise that a website appears to have, the authoritativeness that the website holds in its industry, and the trust that users appear to place upon the information they gather from the website. All of these are determined by the amount of “good” content, the validity of the content, and the way users interact with the content through key performance indicators (KPIs) such as click-through-rate (CTR).

Chrome Security Warnings Update

In July, Chrome 68 (Chrome’s newest browser version) started marking any not HTTPS sites as “not secure”. Sites that did not have secured hosting (or an SSL certificate) started to appear differently in the browser.

https://www.blog.google/products/chrome/milestone-chrome-security-marking-http-not-secure/

As you can see in the example, sites without secured hosting appeared with a “Not secure” indication next to the web address. This shows that Google wants users to know when a site is not secure. A noted unsecure site may cause users not to visit a site. It is very important that a website has an SSL certificate to “prove” to the search engine and potential visitors that they can trust the site.

Mobile Speed Update

Also in July, Google announced that mobile page speed would be a ranking factor in mobile searches. Mobile page speed relates to how fast a mobile site loads as well as how long it takes for individual web pages to load within the mobile version of the site. Websites with a slower mobile experience will therefore appear lower on mobile SERPs. The only saving grace to this update is if the site delivers highly relevant and high-quality content. Website and business owners should be aware of the speed of the mobile versions of their site and consider the implications.

If you think that your business website might be experiencing issues due to search engine updates, please feel free to reach out to us so that we can help you get it back on track for success!

Facebook: How to Utilize Lead Ads to Increase Leads

There is a battle between large web-based firms for marketing revenue. In 2018, Google and Facebook duked it out with 37.2% of digital ad revenue going to Google leaving Facebook behind with 19.6%. While Google is clearly the front-runner, younger brother Facebook is making strides to diversify the types of ads they provide to advertisers that improve both lead generation and user experience.

As advertisers, we know that most business owners want to see results from their marketing efforts, and one way they measure results and ROI is through the number of leads a campaign receives. Today, the majority of websites have integrated forms to collect user information (i.e. Newsletters, Blog entries, Special Deals, etc.). Facebook has made gathering this information easier for the user and more efficient for business owners.

Lead Ads streamline the process of collecting user data. Advertisers can create ads that provide information about the product or service. When the user clicks the ad, a form will open directly in Facebook to collect the user’s data that comes from their profile, such as name, phone number and email address. Forms can be fully customized. Leads are then saved within Facebook or can integrate into a CRM for follow up and remarketing campaigns.

As of now, the Google Ads platform does not provide a solution that is as user-friendly as Lead Ads. It’s always interesting to see the strides companies like Google and Facebook are making to improve the overall performance and optimization of digital ads.

If you have any topics that you want to learn more about, drop us a note in the comments section and we would be happy to answer any questions you have!

Happy Thanksgiving from Brand Ranch Media!

Thanksgiving is an important time to spend with loved ones and express our gratitude for what we have and who we are. Here our some of our favorite quotes about this special day:

“When I started counting my blessings, my whole life turned around.” – Willie Nelson

“After a good dinner, one can forgive anybody, even one’s own relations.” – Oscar Wilde

“What if, today, we were grateful for everything?” – Charlie Brown

“Thanksgiving, man. Not a good day to be my pants.” – Kevin James

“Let us remember that, as much has been given to us, much will he expected from us, and that true homage comes from the heart as well as from the lips, and shows itself in deeds.” – Theodore Roosevelt

Happy Thanksgiving to everyone from the entire team at Brand Ranch Media!

Mattress For Less & Landmark Furniture Partner With Houston Furniture Bank

#HoustonStrong

Brand Ranch Media is proud to be a part of the partnership between Houston Furniture Bank, Mattresses For Less and Landmark Furniture.

Owner Brad Taylor has made two locations available for furniture drop off, in which every item will go to help those in and around the Houston area who were affected by the destruction from Hurricane Harvey.

Please scroll down to learn more about the items in particular the Houston Furniture Bank is looking for and what else you can do to help in regards to recovery efforts. Each and every staff member at Mattresses For Less, Landmark Furniture, Brand Ranch Media and Houston Furniture Bank is proud to help the city of Houston during this time and moving forward.

20235 Katy Freeway
Katy, TX 77450

5900 North Freeway
Houston, TX 77076

Houston Furniture Bank

Recovery efforts from Hurricane Harvey are expected to continue for many months as thousands of families in the Houston area are still trying to recover and rebuild from the devastation.

That’s why Landmark Furniture, Houston Furniture Bank and Mattresses For Less have partnered together to help affected families by holding a Houston Strong Furniture Drive all day Saturday, December 2, 2017.

Help us support the Houston community by participating in the Houston Strong Furniture Drive by bringing your undamaged, gently-used furniture that can be placed in a new home to one of the drop-off locations on Saturday, December 2, 2017.

What To Donate

Houston Furniture Bank, Landmark Furniture and Mattresses For Less are very appreciative of your efforts to help support the Houston community. All home furnishings in good condition are welcome, but the following items are a priority for affected families:

Beds – mattresses/box springs
4- to 6-person dinettes
Small sofas

Please note, Houston Furniture Bank will not take items that have the following conditions:

Tears
Deep cuts and scratches
Stains that are not supposed to be there
Holes
Missing parts
Fire damage
Water damage
Pet dander or fur
Have been subjected to “home repairs”

Drop Off Locations

Mattresses For Less/Landmark Furniture
20235 Katy Freeway
Katy, TX 77450

Mattresses For Less/Landmark Furniture
5900 North Freeway
Houston, TX 77076

Houston Furniture Bank
8220 Mosley Road
Houston, TX 77075

Volunteer

Volunteer at the Houston Strong Furniture Drive to help affected families recovering from the devastation left by Hurricane Harvey. To obtain additional information about volunteer opportunities, please contact us at 713-842-9771 or info@houstonfurniturebank.org.

Have gently used furniture? Want to make a BIG IMPACT? Come by our official drop-off locations at 5900 North Freeway OR 20235 Katy Freeway and let’s help our friends at Houston Furniture Bank make #HoustonStrong! The Furniture Drive is on Saturday, December 2, 2017. For more information please visit: houstonfurniturebank.org/recovery.

For more information, visit https://houstonfurniturebank.org/recovery/ or call (713) 842-9771.

Mattresses for Less and Landmark Furniture Locations

North Houston
Katy
Spring / The Woodlands
Webster / Clear Lake
Town & Country

Click here for a list of Mattresses For Less locations!

Click here for a list of Landmark Furniture locations!

Dr. Hotze’s Wellness Revolution Is Now Available on Podcast

The Other Revolution

Podcasts are becoming undeniably more popular, especially as we move into a mobile world.

Year-over-year growth rates for podcast listening have steadily risen 10% to 20%, and two-thirds of podcasts are listened to on a mobile device or tablet.

That’s why Dr. Hotze’s Wellness Revolution is moving exclusively to video and audio podcast form and will be available on all podcast platforms, including iTunes, Google Play and YouTube. Dr. Hotze will continue to provide a paradigm shift in the way we look at modern medicine and gives listeners hope to get to the root cause of their symptoms, naturally, but it won’t be from the radio waves anymore.

Where Can I Find The Revolution

Platforms like Stitcher, SoundCloud and Spreaker will allow for Dr. Hotze’s Wellness Revolution to be more readily available online than ever before and will even still have some Facebook Live events on the Hotze Health Facebook page. Instead of four live shows each week, there will be two to three podcasts posted each week.

Facebook is a great way to stay in touch with what the team at the Hotze Health & Wellness Center is doing, whether it be specifically for the Hotze Health & Wellness Center or Hotze Vitamins. Each have their own respective Facebook pages that will always share new episodes of Dr. Hotze’s Wellness Revolution as soon as the podcasts are posted.

Video and Audio

When people think of podcasts, they usually think of audio only. While all episodes of Dr. Hotze’s Wellness Revolution will be available for audio only, they will also be available in video format. Whether he’s interviewing an expert, a guest of the Hotze Health & Wellness Center or speaking independently on a topic, you’ll be able to both download or stream an audio-only version and a video version – whichever you prefer. And please let the team at the Hotze Health & Wellness Center your preference by going to iTunes and giving Dr. Hotze’s Wellness Revolution a review.

Segments like Vitamin Thursday and Do A 180 with Jeff Yates will also remain with the show as the Wellness Revolution moves from radio to podcast, and new segments with Dr. Hotze will be unveiled with upcoming episodes throughout the rest of this year.

Remember to subscribe to Dr. Hotze’s Wellness Revolution on iTunes, Google Play, wherever you find podcasts. Be sure to give the Wellness Revolution a five-star rating on iTunes and a positive review so that we can continue producing a great show for the fans and get subscribers on a path to health and wellness, naturally!

Learn more at www.hotzepodcast.com

Golden Triangle Trane Connects with Orange’s Own Michael Berry

Golden Triangle Trane Teams with Michael Berry

Trane is the most recognized, most frequently considered and most highly rated brand of residential heating and cooling equipment.

So it simply made since to pair Trane with iHeartRadio’s 2017 Talk Personality of the Year, Michael Berry. Michael and Trane have had a fruitful relationship for a long time, and the relationship is strong and continues to grow.

Most recently, Berry agreed to specifically endorse Golden Triangle Trane, a group of six independent Trane dealers who all reside in Southeast Texas – the Golden Triangle.

What Makes This Partnership Work?

It’s a perfect fit, not only because Trane is a well-respected brand sponsoring a well-respected radio host, but also because Berry himself was born and raised in Southeast Texas, specifically Orange, Texas.

Orange, with a population of just under 20,000 people, borders with Louisiana and is 113 miles from the city of Houston. Orange is a part of the Golden Triangle area, and Golden Triangle Trane has independent Trane dealers in Orange County like Air Services Unlimited and Air Solutions, Inc.

Creating and Developing Long-Term Business Relationships

Perhaps the greatest aspect of this partnership between Trane and Michael Berry is the fact that Berry actually uses Trane products in his own home in Houston. After Hurricane Harvey, many areas of Houston were completely destroyed, and Berry’s home fell victim to the flooding. However, he was able to call on Golden Triangle Trane to install a new Trane air conditioner in is home and can now rest comfortably knowing he has a top quality brand back in his home. Choosing a Trane gave him the peace of mind of having a system that’s designed to provide consistent year-round comfort for many years.

“It’s Hard To Stop A Trane” isn’t just a tagline. It’s a proven reality.

Brand Ranch Media is proud to create fruitful partnerships like the one between Michael Berry, the Trane brand and Golden Triangle Trane.

Visit www.goldentriangletrane.com.

(Branded) Content Is King

Segment, commercial, commercial, commercial, segment. Repeat.

That was the way we consumed content whether it via radio, TV or even online, but over the past decade consumer content and advertiser branding began to blend.

When I was an impressionable teenager falling in love with basketball, my friend showed me these YouTube videos of our favorite players like Tracy McGrady, Tim Duncan and Dwight Howard teaching kids basketball at an Adidas-sponsored camp, except the videos were shot completely differently than any commercial I’d seen before; In fact, I never even viewed it as any sort of marketing campaign at all.

Keep in mind, this was back before YouTube became the international phenomenon that it is today, and marketing campaigns like this were certainly considered out-of-the-box, if not far-fetched.

The campaign came in episodes and would often simply show conversations and funny interactions between these NBA superstars and eager kids that could easily have been you or me.

“Brotherhood Is Bond” was the theme of the campaign, and my friends from my childhood and me still talk about those episodes today. I even still buy Adidas basketball shoes.

How’s that for branded content?

Adidas was an early giant that saw the trend coming, but now it’s not just shoe conglomerates with massive marketing budgets producing branded content.

A major client of Brand Ranch Media has created a branding campaign behind the slogan “Do a 180”, featuring a third-party talent, and the entire campaign has impressively improved the client’s web traffic, radio listenership and overall sales.

We’ve recently helped published a book to further promote this campaign, inform the client’s audience and create brand awareness in an alternative way rather than just use traditional marketing routes. Furthermore, we help our clients with web seminars, live streams and traditional broadcast over the radio and other platforms.

At Brand Ranch Media, we have also recently completed a stand-alone project for one of our clients to act as a helpful tool for them to bring in new business. For more information about our branded content campaigns, please email bill@brandranchmedia.com.

Why is this form of marketing useful to not only large companies, but also small and medium-sized businesses? As the saying goes, ‘content is king’, and in today’s world, particularly with Millennials, consumers will pay extra for the brands they identify with most.

It’s important to not fool your audience or potential customers into thinking you’re something you’re not; Instead, provide quality content that not only your brand’s demographic will find relatable but will also align with the values of your own company.

How Does SEO Help CTR?

SEO and Click-Through-Rates

“Content is King.” “Keyword strings.” “Metadata.” “CTR.” These are phrases that SEOs use to describe various concepts in the world of Search Engine Optimization. But what does this all mean and how do they relate to each other? In other words, how can your SEO content and technical aspects help to improve CTR (click-through-rate)?

Content is King

At one point in time we have all probably heard this phrase used when talking about SEO. The short version of the meaning is that we should always be updating our web content, whether it is through blogging or through the addition of page content, with the intent of improving website rankings on SERPs (search engine results pages). When writing said content it is important to think about the reader’s interests and write content that will benefit them in some way.

Keyword Strings

Anybody who writes copy for websites should know that keyword strings are very important and can help drive the right kind of traffic to your site. Once again, we want to think about who our main audience will be and try to understand their search behavior. For example, if Company ABC sells athletic shoes they will most likely want to include “athletic shoes” in their page copy. They might also consider being more specific with their keyword strings and include phrases such as “basketball shoes” or “tennis shoes”.

Metadata

On the backend side, an SEO must think about multiple types of metadata including page titles and meta- descriptions. The page title and meta-description should also include the most specific keyword string related to that particular page on the website. The title and description will then be included on the results pages as shown below.

CTR (Click-through-rate)

Finally, we come to the CTR. When a user sees the results of their search they are most likely to click on a website with the most relevant title and description to their query, in this case “basketball shoes”. The CTR is the number of clicks the site receives divided by the number of times the results were shown in SERPs (impressions). If all things are in place (the way they should be) then your site will have a higher CTR. This is why having good SEO on your website is so important.

To learn more about how Brand Ranch Media can help with SEO for your website, please visit our Search Engine Optimization page.