Sandstorm Blog

Megan
Five steps to better SEO & SEM campaigns

Launching AdWords campaigns can be a frustrating, pocket-draining initiative if you’re not careful. However, it can also bring in traffic and conversions that quickly make the whole thing worthwhile. Here are five quick tips if you are just getting started and don’t know where to, well, start.

1. Plan ahead

Work with your internal team and your agency to define what your expectations are and create some realistic goals. A good way to do this is to assess what you are doing now. How much are you spending for leads and conversions using your existing marketing tactics? How much can you allocate to AdWords campaigns? What are your customers or clients really looking for when they turn to a search engine for help?

2. Optimize

Dedicate some time and resources to optimizing your web site’s landing pages to increase the Quality Score of your ads. Google is successful because it thinks about its users (and this focus keeps users coming back for more and more). In regards to AdWords, Google wants to make sure that it is sending its users to the places where they can actually find relevant content.

Google rewards you for sending people to right place. Having better content helps bring you a higher ranking and can lead to a lower cost-per-click. It’s worth the upfront costs and effort to create a great experience for users on your web site and landing pages before bidding on ads.

3. Play Chess, Not Battleship

While there is some guessing when it comes to the auction process, you can make educated bids. With high keyword limits, AdWords allows 20,000 per ad group, it seems like the options are endless. Why not have every variation of the terms related to your business and see what happens? If this is your approach, I’m not surprised if SEM is the bane of your marketing existence.

Instead, do research, be relevant. Imagine what your customer is thinking and searching for, then use terms and phrases they would naturally use or what they will be looking for in the future. You are paying for each visit, make the most of them. Tactically, if your product or service is commonly misspelled, use the broad match keyword approach and let Google’s mechanics take care the rest. You can cast a wide net to improve your ad’s impressions but focus a majority of your resources on high-quality keywords that will bring the right customers with real conversions.

4. Be Patient

While this process can seem laborious and not yield immediate results, stick with it. SEM is an ever-evolving marketing tool. You won’t run perfect campaigns every time (I’m not sure that such a thing even exists). After a month or so of running ads, take a look under the hood and see what’s working and what’s not. This will help you learn more about what Google AdWords and your users are looking for with your ads. Remember, one click could be the conversion that covers the cost of the entire campaign.

5. Have Flexibility

After reviewing what’s working, investigate why. Is it bid amounts, budget, keywords, ads? AdWords is full of analytics, use them. If it’s not working, do something different. This platform is one of the only marketing tools available that can quickly be changed with little or no cost.

AdWords allows you to amend your account as frequently as you want, or if you are a data-lover and want to be able to examine trends, make less frequent, measured changes. Study the board, do your research and be willing to adjust your game plan.

Ads in the Right Place at the Right Time

Unlike some other marketing efforts, AdWords allows customers to see your information when they expect to see it, at the time when they are actively searching for what you offer. It’s a worthwhile program to boost your business, but it requires attention and upkeep for success. Stay focused and watch the clicks turn to conversions.

This blog was posted by Megan on January 24, 2014.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

Will
Taking time to create great brand strategy

I enjoy comedy, and I’m a big Monty Python fan. It’s no surprise that when I found a lecture by John Cleese on creativity, I was excited. He’s incredibly funny, smart and hard-working. What surprised me was how his 1991 talk resonates with me today.

What’s the path to creativity?

No matter how hard one tries, you can’t put creativity into a box or a process. The road to results is non-linear. In the talk, Cleese lists, not attempted process, but the conditions under which creation can happen. They are:

  1. Space
  2. Time
  3. Time
  4. Confidence
  5. Humor

All of these steps make sense. I really like that he mentioned ‘Time’ twice. An emphasis on time is crucial. Creating something innovative from scratch takes time to steep. Time is the secret ingredient that allows creative brains to make unique connections.

There are no shortcuts.

People are in awe of the beauty of the Sistine Chapel ceiling, without thinking of how Michelangelo dreamt it, designed, planned and painted it. This took time. A lot of it. This is true of any major creative undertaking; sculpting from clay, writing a novel, composing an opera.

Effective marketing takes time, too.

The importance of time goes even further: design and development of a web site, strategic marketing plans, content strategy, social media strategy, usability, user research. Rome wasn’t built in a day, and neither was any reputable web site.

So, when preparing a request for proposals, and eventually statements of work, keep in mind that to create something great, you’ll need to allocate an appropriate amount of time so your creative partner can build something impactful. Find a partner you trust to assist you with the appropriate level of effort so you get the maximum ROI.

Great things can come to those who wait.

Dreaming, Planning, Preparation, Research, Thinking, Designing, Execution: they all take time. So the next time you visit a blog you enjoy or walk past a sculpture in the park, consider who created it, and more importantly how.

[I encourage you to watch Mr. Cleese’s lecture, too. There is a shorter and full version available.]

This blog was posted by Will on January 17, 2014.
Will Biby

About the Author

Will Biby

Will wears many hats at Sandstorm. From writing web content to executing social media strategies, he is quick to act and insistent on a job done right. Will enjoys writing, so expect to hear from him often on the blog.

Michael
User goals come first in user experience

I recently conducted a usability study for a Fortune 50 company. It was for an internal portal for managing employee health benefits and programs. This included testing both the desktop and mobile experiences. Results of the study showed users were frustrated by irrelevant content or that they missed content important to them because it was buried in the experience.

Stakeholder goals came first

The project stakeholders built the portal around their needs and the users needs were secondary. Throughout the portal, surveys, promotions for internal programs were brought to the front instead of presenting the key health benefit information users wanted. Users found this particularly frustrating on their mobile devices, where they wanted to quickly access specific information on-the-go.

User goals should be priority

If the users had access to the information they wanted first, they would more likely take the time to read the promotions or surveys. Since it was in the way beforehand, users found it annoying. At best it was ignored.

A soapbox I often stand on when speaking with clients goes like this:

  • You have business or organizational goals
  • Your users have goals
  • Sometimes these are the same, sometimes they are not
  • Meeting your users goals first greatly increases your chances of meeting your business goals

Everyone wins when the user succeeds

Often, there are business goals your users don’t care about at all. If you prioritize your users’ goals, you’ll have the opportunity later to meet those business goals that aren’t important to your users. If you make it difficult for your users to meet their goals, it’s unlikely they’ll stick around to help you meet yours.

Each user has a goal in mind specific to their need and situation. By successfully meeting this need, they will return to your site, app, and even brick and mortar store again.

This blog was posted by Michael on January 2, 2014.
Michael Hartman

About the Author

Michael Hartman

As Sandstorm's Technology and Usability Director, Michael leads our developers and usability researchers in creating web sites and applications—both desktop and mobile—that embody our favorite blend: intuitive user experience and dynamic Drupal development.

Meaghan
Trust in the age of big data

Big data isn’t new, but it has been on our minds for the last several months. So, we thought now was as good a time as any to talk about it.

Big data in the news

In September, the New York Times ran an article that piqued our interest. In short: Acxiom Corporation, one of the world’s largest marketing technology companies, had launched AboutTheData.com – a website that lets consumers see what information (or ‘Big Data’) the company is collecting and analyzing about them.

The pitch was simple: If you want to get the best advertising delivered to you, based on your actual interests, start here. Tell us who you are so we can show you the information used to fuel many of the marketing offers you receive from advertisers using Acxiom’s digital marketing data.

What information is out there?

More and more, companies are beginning to invest in Big Data solutions as a means of achieving a more effective reach, but investing in this kind of data is not without its challenges. For example, here’s what some Sandstormers had to say when they registered with AboutTheData for a look behind the data mining curtain:

“Characteristic data was spot-on except for the child I didn’t know I have. Household vehicle data: only insurance renewal, nothing about past vehicles I’ve owned (10!). Household economic data: accurate, but light.”

“The only thing accurate about my home was the year it was built. There was absolutely no data found on our cars. For household interests, they had gourmet cooking which is really quite funny since we order most from Pizza Hut… None of the data they had on me felt invasive, probably because the most personal pieces of data were simply not us.”

 “The results were disturbingly specific and correct in many cases. In other cases they were completely wrong. They knew everything about my condo purchase, which isn’t hard info to get. They know when my condo and car insurance policies are up for renewal. They knew my age (down to a two year window). Were close enough on my profession. They were pretty far off on my household income and purchasing habits.”

A constant work-in-progress

As our Sandstormers and media outlets have reported, Acxiom still has a few kinks to work out, and chief among them may be accuracy.

“One point I want to make is that this is the first release of the website,” says Nicholas Meshes, an engineering lead at Acxiom who oversees a team of developers who work on the AboutTheData.com project. “There will be subsequent releases that mean more information, improved usability, and more resources and control around how data is being used.”

It’s for more personalized relationships

He adds: “The fact is, corporations want to have more personalized relationships with consumers, and what we’re trying to do is create trust among consumers by letting them see and specify what information is being shared. People who use the website have places to go to give direct feedback, and can opt in or out of most elements we have on file about them. There are also features in the AboutTheData that direct you back to the Acxiom website to show you how we are using your data. Whatever you specify becomes our highest priority.” Whether you opt in or out, you are likely going to be marketed to regardless, “so it may as well be relevant to you.”

One of many tools

Okay. It’s a good idea driven by well-meaning intent, but the Acxiom project and the skepticism with which it has been met underscores one of the biggest challenges faced by marketing companies whose success continues to be influenced by big data: You can’t have trust without accuracy. Even if the data is accurate, it’s just one tool in your marketing toolbox.

Addressing the challenges

Big data is not the marketing panacea, but it can be a fantastic tool to create better experiences for your customers. Using big data effectively requires thoughtful decisions about how you want to engage your target market and providing them with the appropriate control mechanisms to build trust. This is a process and a large component of utilizing big data effectively to address marketing challenges.

This blog was posted by Meaghan on December 12, 2013.
Meaghan Glennan

About the Author

Meaghan Glennan

Meaghan is a storyteller. From the Granite State to the City of Broad Shoulders, she's created impactful true-life tales about people, places, businesses and events. As she guides Sandstorm's story by directing our marketing communications, you'll see a lot of her unique perspective and style.

Laura
Creative inspiration from Rodney Mullen at PopTech

So I am writing this the morning after Nelson Mandela has left us. An example of “piercing the barrier of disbelief,” if there ever was one. Nelson Mandela is probably as far from the skateboarding community as one can get, but he shared many of the same commitments to creativity, perseverance and the power of acceptance. This is not a post on Nelson Mandela, but a reflection on a powerful and inspiring talk I saw at PopTech 2013.

Rodney Mullen is a professional skateboarder, company owner, inventor and also known as the “Godfather of Street Skating.” In his talk he said, “piercing the barrier of disbelief,” which continues to resonate with me. This is something that we, as creative individuals, have to do everyday to help our colleagues and clients solve their challenges in ways they never thought about.

Rodney emphasized the importance of culture to inspire. The importance of a supportive culture cannot be written off as a touchy-feely, nice-to-have when collaborative problem solving is critical for business success.

As creative professionals, we create something out of nothing everyday, in a way “jumping off a cliff.” It is important to acknowledge that surrounding yourself with people that uplift your beliefs, and “catch you,” is critical to sustaining creative momentum. Sustaining a culture that believes collectively to “pierce the barrier of disbelief,” is the not-so-secret ingredient to your business success.

This blog was posted by Laura on December 6, 2013.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

Laura
Creative user interface design inspiration from PopTech

Laura recently attended the PopTech conference in Camden, Maine. We’ll hear more about her experience in the coming weeks, but here’s a sneak peek of all the inspiration that abounded that weekend, much of which Laura brought back with her.

Need a bit of magic for your workday?

Artichoke is a creative company that works with artists to invade our public spaces and put on extraordinary and ambitious events that live in the memory forever…

This was one of the most inspirational talks of my PopTech experience. Artichoke creates magic and inspires individuals, who don’t usually have creating magic in their job description, to embrace magic without hesitation. The people at Artichoke remove the debate about risk and reward with their government and community partners, and replace it with a camaraderie and shared belief in the power of something bigger.

As a creative professional, I found the construct shift not only inspiring but immensely valuable to assisting my clients on their journeys to rethink the possibilities of their businesses, and in embracing the sheer power of a creative idea.

Hope you are as inspired as I was, and that this gives you the much-needed energy boost to continue moving your creativity forward.

This blog was posted by Laura on November 20, 2013.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

Michael
Can we stop saying "click here"?

You’re going to click here. Of course you’re going to click here. How could you not? The link says “Click here”!!

  • Click here to register
  • Click here for a list of services
  • Click here to learn more
  • Click here to go find that thing that should be right here where we’ve placed the words click here

The web is all about clicking. Users know what a link is and how to click on it (or press it if they are on a touch device). I think it’s safe to abandon this tired phrase and just get to the point. Why not just say:

  • Register
  • Our services
  • Learn more
  • [put that thing that should be right here]

I think this would make the world a better place or at least a place with better online user experiences.

This blog was posted by Michael on November 6, 2013.
Michael Hartman

About the Author

Michael Hartman

As Sandstorm's Technology and Usability Director, Michael leads our developers and usability researchers in creating web sites and applications—both desktop and mobile—that embody our favorite blend: intuitive user experience and dynamic Drupal development.

Derek
No more stock photography, please!

Is that person famous? Did they go to my high school? Do I see them on the bus? Yes, you saw them on the bus… in the ads over your head.

These images are the worst. They serve a purpose for their businesses, but at what cost? I can think of 5 big reasons why I’m sick of stock photography (and really respect businesses that use custom images).

1. It looks cheap (because it is).

Stock photography looks nice but is not memorable. It comes at a fraction of the cost of a photo-shoot, and it shows. No photographers, creative direction, or editing, just the picture. Let’s compare it to a big box retailer. You can walk up, find what you want, and use it immediately.

2. It’s off brand, and I don’t trust it.

Stock imagery doesn’t look like your company. Your customers find it hard to identify with the images. Your clients and partners know your company and the people that they work with at your company. Whether or not they’ve ever been to your office, they’ve seen pictures on social media or LinkedIn. You don’t want them to ask, “Is this the right site?”

3. It’s generic and cliché.

You see these pictures everywhere. Certain faces can be found on billboards, bus stop ads, magazines, spam emails, and the list goes on. Do you want to make your company blend in or stand out? With stock imagery you run the risk of triggering subliminal thoughts of other companies. Your brand is unique and provides a unique service, don’t accidentally align yourself with another entity that has no connection at all.

4. It looks dated.

Times change. Pictures don’t. Take a trip searching for stock photography you’ll take a trip back through time: hairstyles, clothing and technology. (That 13” monitor really seals the deal.) You’ll see the 80s, 90s, and things that look dated by just a few years. Your business is constantly evolving. You don’t want to display a masthead that looks like you’re stuck in the past.

5. It doesn’t reflect your culture.

Diversity is important. There is no denying that, but it should be more important in your company than in the pictures you choose. If you’re showing the world that you have a more diverse workplace than you have, well, that’s dishonest.

Many companies and individuals make decisions based on diversity. You don’t want a new client to be surprised when your staff looks nothing like the staged image on your “About Us” page. Post a real image of your team. They (and I) will be impressed when you have a diverse and vibrant workforce. Until then…

Be yourself

Photos of your business, your people, doing your work, is an investment in your future. By using photos of your office, you’re showing who you are, your culture, how you work, what you do.

It’s like if someone has a Facebook profile picture of a quote or a famous person or a turtle. What are they hiding? Probably nothing. So, don’t hide. It costs more, but it’s worth it to use yourself and your staff as the face of your company. Act natural, don’t look at the camera, and take credit for your good work.

This blog was posted by Derek on October 24, 2013.
Derek Vanderlaan

About the Author

Derek Vanderlaan

Derek Vander Laan is Sandstorm's Senior Design Architect. With 20 years of experience, he designs web sites, infographics, and interactive digital experiences. His creative skills are always at work either at his desk or plotting a prank for someone else's.

Laura
David Ogilvy was a UX Pioneer

I have been in the ad biz for about 20 years and never read Ogilvy on Advertising. I recently finished it, and it struck me how much of his approach is anchored in user experience design principles.

Ads should have a purpose.

David Ogilvy: UX from the Ad Age to the Digital Age

“A good advertisement is one which sells the product without drawing attention to itself.”

David Ogilvy was passionate about having communication that provided real information to someone. From his famous Rolls Royce print ads to his campaign for Puerto Rico, he was adamant about providing something new and informative to the reader. (Click on the images to read their informative copy.)

Research is critical.

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

How can someone fully empathize with a user without research? Ogilvy was interested in pragmatic, actionable research. He wanted to know enough to garner a perspective for advertising that would successfully resonate with the consumer.

This approach was anchored in healthy skepticism for traditional researchers, as well as curiosity about what people really wanted and were thinking. He went so far as to outline nine things he did not like about the research community of his time.

  1. Take too long to answer a few simple questions: “they are natural slowpokes”
  2. Cannot agree on methodology
  3. Are too interested in sociology and economics, not advertising [Note: this is specific to Ogilvy's field]
  4. Have little or no system for retrieving research which has already been conducted
  5. Are too faddish; some techniques are useful, but still go out of fashion
  6. Use graphs that are incomprehensible to laymen
  7. Refuse to undertake projects which they consider imperfect, even when the project would produce actionable results. Quoting Winston Churchill; “PERFECTIONISM is spelled PARALYSIS”
  8. Lack initiative i.e. only do what they are asked for
  9. Use pretentious jargon

These principles can be and should be successfully applied to the agile technology world of today. Testing and learning and continuous improvement are the approaches to creating engaging user experiences that produce business results.

Readability cannot be compromised.

“I do not regard advertising as entertainment or as an art form, but as a medium of information.”

A fanatic about details, everything was focused on the information. Ogilvy would not tolerate reversed out type. He felt that it was not legible and would lose the reader.

Back to 2013, legibility and organization of information can make or break conversion on a website. Unclear direction and cumbersome forms will cause high abandonment rates.

Uncompromising discipline to implement a thoughtful experience

“The best of all ways to beat P&G is, of course, to market a better product.”

An entire chapter is devoted to Procter & Gamble’s marketing discipline. His respect for their marketing acumen was anchored by their focus and commitment to creating a better product. The core of their marketing was the product itself. The times are long gone where great promotion can outsell a quality product. Quick access to information requires successful marketers to create great products to succeed.

I can’t help but think that if Ogilvy was around today he would have a chapter about Apple and their fanatical discipline. It starts with product design and resonates through the Apple experience, from iTunes to the Genius Bar. Everything consistently reinforces the brand.

Laura on Ogilvy on Advertising

What I am most amazed about is that we continue to create new business processes and vocabulary around “new” principles. These “new” concepts are attempts to reinvent the wheel. It would be most efficient to spend time being more disciplined about solving the challenges at hand. Answering tough questions accomplishes more than creating new names for existing tools.

Ogilvy’s approach to advertising and marketing with a user focus has stood the test of time. This approach can help you create something that can last, too.

There is no silver bullet, no social media magic, or algorithmic formula that will save your business, product or service. Time tested marketing discipline, when applied correctly will fuel, reinvigorate and grow your business but only when the appropriate level of time, money and thinking is applied.

[Editor's note: The images used in this post are owned by their respective company. Also, there is a great post by Fast Company that reviews Ogilvy's 11 principles for successful marketing campaigns through the lens of UX.]

This blog was posted by Laura on October 17, 2013.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

Laura
Digital Marketing Mashups: Run DMC - Walk This Way

I am a Gen-Xer in a Gen-Y world. This has me constantly reflecting on the importance of mashups. I am not talking typical mashups like Reggaeton music or Reese’s Peanut Butter Cups. No, I’m really talking about mashing up old school business concepts (and etiquette and manners) with new school digital experiences.

This kind of mashup reminds me of a very famous music collaboration: Aerosmith and Run-D.M.C. (Yes, I can connect anything with the 80s). Their mashup of “Walk This Way” was a huge hit with a combination of classic (rock) and brand new (rap) . By crossing the boundaries into the unexpected, interest in Aerosmith was reinvigorated and Run-D.M.C. gained exposure and mainstream radio play (which practically no rappers had); a brilliant collaboration that leveraged something existing and created a new and unexpected product.

This was exactly like  Bill Bernbach’s genius of pairing copywriters and art directors for more effective advertising. Another classic I am also constantly recommending is Robert Fulghum’s book, All I Needed to Know I Learned in Kindergarten, because it has fantastic fundamental knowledge for business that isn’t taught in business school anymore.

Where’s the mashup you ask? Well, it’s in creating engaging digital experiences that tap into our fundamental humanity, which really is consistent across cultures and generations. This humanity is just accelerated by the use of digital tools and platforms. These classic practices like courtesy and respect are more critical today than ever. Do not spam someone’s Facebook page with an obtrusive sales message; this is like showing up uninvited to someone’s wedding with three extra guests of your own.

With the speed of business today, we tend to increase complexity by adding digital tools, language and processes, none of which add to effectiveness. How many clients have a marketing automation system that is not used because it did not take the end user into account, but just had a lot of features and functionality? (See my previous post about empathy.) I need more than two hands to count them.

Instead of continuing to create more promotional material, overly complex segmentation schemes, and deploying a myriad of analytics tools; why not use a simple construct like the classic 4Ps to start to tease out where the opportunity is with your digital experience? (Please read John Maeda’s The Laws of Simplicity for additional inspiration.) Oh, the 4Ps, remember back to  Marketing 101: price, product, place and promotion. Promotion, by the way, gets used as a blunt instrument for every marketing problem, but that’s a different post.

So, mashups from my perspective are taking tried and true classic constructs and applying them to today’s challenges. These classics will provide you with a much more solid structure from which to analyze and solve your marketing challenge.

[editor's note: Since it's already in your head: Walk This Way]

 
This blog was posted by Laura on September 19, 2013.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

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