This is how you promote a product that offers a unique solution – Tested!

All eCommerce businesses face digital marketing challenges; from brand awareness to upselling to loyal customers.

However, some businesses have an even bigger challenge when promoting a product whose solution is completely unique.

For instance, the biotech company that I currently work for has developed a unique approach to simplify antibody conjugation and protein detection. Instead of the gold-standard “primary-secondary-label”, this proprietary technology allows researchers to directly conjugate their primary antibody and thus get rid of secondaries altogether.

To the researcher, this means saving time and money by removing additional experimental steps (and therefore all the associated costs).
But despite being an incredibly efficient method, this approach is still not well known in the scientific community.

So, how do you promote a product whose solution to a common issue is completely radical?

This is how…

1. Attract the right audience with content marketing

An easy way to get your unique product in front of the right audience is to generate free content that addresses issues your ideal customers are currently facing.

  1. Identify the problem – What issues are my ideal customers facing?
  2. Describe the current solution – Is the current and well-established solution flawed
  3. Talk about your alternative solution – How is your unique product addressing the issue?

On the company’s website, users can download experimental guides on applications such as Lateral flow, Western blot, Immunohistochemistry, and Flow cytometry. The aim of these guides is to help researchers start their first experiment by introducing the scientific principle behind the application, the parameters to consider, and how to troubleshoot common issues. At the end of the guide, we explain how our unique antibody labeling kit could help them optimize their assay.

Content_Marketing_Lateral_Flow_Landing_Page

2. Target potential customers using PPC

Your ideal customers are still using the old solution because they are not aware of your product.

How could you solve this? Generate a paid campaign that targets keywords that your potential customers would be using.

One solution is to bid for keywords that people would be using when searching for the classic solution. The scope of your campaign is to show how your product could solve common issues associated with the standard solution.

As our approach to antibody detection avoids secondary antibodies, I would bid for secondary antibody related keywords. Then I would generate an ad copy whose scope is to show how our product would solve many issues associated with the use of secondary antibodies. My ad copy would read something like:

Antibody_Labeling_Kit_Ad_Copy

Now, the only objection that people might have is that switching to your solution might require additional knowledge, be time-consuming, or too expensive. People tend to stick to old ways simply because it’s easier.

Therefore, whatever the case, it’s your responsibility to explain the product, show the benefits and overcome doubts.

Also, don’t forget a well-constructed landing page that encourages the visitor to take action (from buying a product to filling in a form). An example:

Antibody_Labeling_Kit_Landing_Page

3. Reach out by building a targeted email list

If you have already an email list, it’s time to use it. People in your mailing list might not be familiar with your product yet; for instance, they might have purchased different products and never checked other ranges. In this case:

  1. Send them an informative email – Did you know about our free “Antibody Labeling” guide? It explains the principle of antibody labeling and how you can take advantage of the chemistry with our Lightning-Link® product range?
    Antibody_Labeling_Guide_Email_Title
  2. Explain how it can be used in their work – Did you know our product can solve antibody labeling issues by removing the need of using secondaries in your assay?Antibody_Labeling_Kit_Email_Title
  3. If people have never purchased our antibody labeling kit but visited pages associated to assays in which our product could be used, we send users monthly emails to remind them about our product and how their work could benefit from it.

Step by step guide on how to create an effective Display Ad Campaign

I’ll be honest. I’m not a fan of display campaigns. In my experience, they amounted to virtually nothing in achieving any significant business goal.

However, since the launch of Google Ads, I decided to give GDN a second chance.

Here are some suggestions on how to generate your first Display Campaign while keeping track of your business objectives.

1. Define your campaign goal

When setting up your Display campaign, keep in mind the goal you want to achieve. More traffic? More leads? More sales? I strongly recommend selecting one of the Campaign Goals available in the new interface.

Campaign Goals in GDN

2. Define your campaign settings

Independently form your business objectives, you’ll be asked to select a Campaign Type. In this case, select the Display option.

Campaign Setting in GDN

After clicking on the Display window:

  • Select Standard display campaign option
  • Enter your business website address
  • Click Continue

In the new page:

  1. Campaign name – Suggestion: Display + [Product Name] + [Goal] + [Location]
  2. Location – Add the countries in which your Campaign will be displayed
  3. Languages – Include just those languages that your ad copy will target
  4. Bidding
    1. Bid for conversions – Bid for your business goal rather than clicks
    2. Manually set bids – Keep your budget under control
  5. Budget – Enter an amount that you are comfortable spending each day
  6. Ad rotation – Optimize or not optimize? Both are sound choices.
  7. Ad group name – Suggestion: [Product Name] or [Product Category]
  8. Audiences & Demographics – (See Paragraph “Audiences and Demographics”)
  9. Ad schedule – Add a schedule to keep costs under control or if you are aware of when your potential clients are mostly active
  10. Automatic targeting – Leave the default “Conservative Automation”
  11. Ad group bid – The maximum amount you want to spend per keyword
  12. Frequency capping – Add a maximum number of impressions per day to keep costs down
  13. Content exclusions – Opt out of showing your ads on content that doesn’t fit your brand (mature, sensitive or unrelated)
  14. Devices – Exclude any device you don’t want your ad to be shown on. Personally, I exclude mobile and tablet apps. I keep only mobile and tablet websites.
  15. Click Create your ad

3. Create your Ad Copy

Now it’s time to be creative and generate an Ad that is both enticing to the customers and faithful to your brand. Images are the key aspect of display and can easily make or break your campaign. Here are some suggestions on how to choose your display image based on your business objective.

  • Sales: Select images that showcase your product in action. For instance, the image below showcases how simple it is to use an antibody labeling kit. Use the associated headlines and description to reinforce your message (in this example, saving time).Sales Ad Copy for GDN
  • Leads: Use a lead magnet such as a promotional offer or a free PDF to encourage users to take actions. Don’t be afraid of adding text to your image – Canva is a great tool for generating visual content. Use the headline and the long headline to grab the user’s attention with a clear benefit (in this example, a free guide). Use the description to reinforce what the lead magnetic will provide (in this example, scientific knowledge).Lead-Gen Ad Copy for GDN
  • Website traffic: to get the right people to visit your website, you can choose a variety of ads, from products to free resources. As I’m already driving traffic to products and free resources using other campaigns, I’m using this campaign to send users to landing pages that list all the website products or resources around a specific need.Website Traffic Ad Copy for GDN
  • Product and brand consideration: simply encourage people to explore your products and services. This is a middle-of-the-funnel type of campaign. People might be browsing and considering purchasing but they have not made their mind up yet. This is a good opportunity to showcase how your product stands out from the competition.Product and Brand Consideration Ad Copy for GDN
  • Brand awareness: to reach a broader audience and build awareness. This is a campaign aimed to let more users know about your brand and your products.Brand Awareness Ad Copy for GDN

4. Define keywords, audiences, demographics, topics, and placements

Don’t let Google take control over your Campaign. You have the product experience, the brand knowledge, and the business acumen to decide who will see your ad, on which channels and at what time.

KEYWORDS – Add keywords that match your campaign product and intent.

AUDIENCES – Narrow the reach of your campaign to users having a specific identity. There are three types of audiences:

  • Affinity & Custom Audience: users are selected based on their interests and habits
  • In-market & Custom Intent: users are selected based on what they are researching or planning
  • How they have interacted with your business: to remarket website visitors
    You can generate custom-made audiences by adding keywords that best describe what people are interested in or planning to buy.

DEMOGRAPHICS – Exclude users whose age, gender, or household income would not constitute the right target.

TOPICS – Include topics if possible. You can even make your selection more granular by adding subcategories (for instance, Science > Biology > Neuroscience).

PLACEMENTS – Include websites, YouTube videos, and channels where you’d like your ad to appear. By selecting the channels you’ll be in control of deciding not only who will be exposed to your ad, but also at which moment. Selecting videos explaining the Western blot assay for Western blot products I’ll target not only people who perform the assay but above all when they are in the right frame of mind.
This is an essential point as Google Ads displays your ads based on popularity rather than relevance (based on my experience).

5. Define Locations and Devices

Each campaign targets specific locations based on your business reach. However, Google Ads allows campaigns to have an extra level of granularity by increasing or decreasing their bidding.

In the examples I so far provided, I target both US and UK. However, I also increased the bidding budget by 20% in key business locations such as California, New York, Texas, and Maryland. An easy way to find out key business locations is to identify:

  • Where your converting traffic comes from
  • Where your best customers are geo-located
  • Where your business is planning to expand

Finally, I decreased the bidding budget by 20% on mobile devices. Why? Because it’s pretty common to click on ads on mobiles without any intention of doing so. An easy way to test the efficiency of your GDN-generated device traffic is to identify:

  • Number of Conversions
  • Immediate and Long-Term ROI
  • Frequency & Recency
  • Percentage of Returning Users

Who else wants to set up Google UTM tags for Pardot tracking?

As a digital analyst who knows the importance of efficiently recording and reporting marketing activities, there are moments where you feel overwhelmed.

You know that tracking is at the core of every marketing strategy (Avinash Kaushik anyone?), but at the same time, you are often full of doubts. Does this product update need a brand new campaign? Does this Facebook update belongs to the Social Media Campaign or the Product Launch Campaign? Possibilities are endless, your patience…a little less.

The frustration that I just described can become even more unbearable when results are expected to happen fast. Perhaps, when you joined a new company and want to impress your senior manager or when you want to pitch a new client. Or when you realized your predecessor never bothered tracking anything or that their tracking strategy took inspiration from the Memento plot!

Unfortunately, there is no choice, but taking a deep breath and start putting reason into the digital madness.

Luckily for you, I have already slain the dragon, and I’m here to show you how you can do the same. In few easily repeatable steps, you’ll always be able to track any campaign and effectively report your results to any client, manager or stakeholder.

Tracking and reporting will never be the same again.

Step 1: Set up your campaign structure

Independently from the business, you will run a certain number of marketing campaigns throughout the year. Those might include:

  • Product launch [to introduce a new product to the market]
  • Newsletter [to communicate to your clients]
  • Seasonal promotion [offers and discounts]
  • Product promotion [to promote a product that is not selling]
  • Events and workshops

I would recommend having a brainstorm at the beginning of each financial year, to determine how many types of campaigns the team will be running. To come up with ideas, I would suggest to include questions such as:

  • Will we be running discount & promotions?
  • Will we be launching new products?
  • Will we be attending social events?
  • Will we be running affiliate programs?

Continue reading Who else wants to set up Google UTM tags for Pardot tracking?

How to set up remarketing with the new Google AdWords Interface – An easy trick

A website may see hundreds or even thousands of daily visitors that do not convert. They come, spend time browsing through pages, but do not take that business-related action so close to your heart.

What can you do? Just let them go and hope they’ll come back to finally convert?

Well, you might.

But why not giving luck a little help?

In this post, I’ll show you how you can generate a specific audience in Google Analytics and re-target them with AdWords paid campaigns.

STEP1 – Create a Segment in Google Analytics:

First, you need to select a specific segment of your audience that you want to target. For instance, you might select all the users that landed on a product page. In this case:

  1. Log in to Google Analytics
  2. Click on Audience (or any other menu)
  3. Click on Overview (or any other submenu)
  4. Click on +Add Segment
  5. Select Advanced > Conditions
    1. From the first drop-down menu select “Landing Page”
    2. From the second drop-down menu select “Contains”
    3. In the TextBox write a keyword that uniquely identifies your landing page URL (for instance, if all your landing pages contain the word “fitness” in their URL, write “fitness” in the field box)
    4. Add more conditions if necessary by clicked on AND or OR
  6. Add a name to your segment
  7. Click SAVE

Continue reading How to set up remarketing with the new Google AdWords Interface – An easy trick

Increase your AdWords ROI in less than 10 minutes

Here are the steps to follow if you want to increase your AdWords ROI in 10 minutes or less (depending on the size of your account):

  1. Open your AdWords Account
  2. Select a very large timeframe (at least 6 months)
  3. Select a single campaign
  4. Open the AdGroups Tab
  5. Add the Conversions to the table (if not present)
  6. List the AdGroups in ascending order of Conversions(*)
  7. Stop any poor performing AdGroups
  8. You should now have only good performing ads
  9. Repeat steps 3-8 with all the remaining campaigns

(*) This quick tip works well only if you have set up your attribution modeling correctly (or are you still using the default “Last Click Attribution”?)