How Marketing Across Canada’s Culturally Diverse Consumers Helps Brand’s Reputation
Canada is a multicultural country. Connecting with Canada’s culturally diverse consumers can help your brand’s reputation.
Canada’s Multicultural Landscape
According to Statistics Canada, 1 in 5 Canadians are born outside of Canada. Toronto and Vancouver, in particular, are the most culturally diverse cities, with 49% to 51% of their residents born outside of this country but call Canada home. Statistics Canada said the number of visible minorities in this country will only become bigger, with nearly one-third of the population will be a visible minority by 2031.
A study conducted from June 2017 to July 2017 by MediaCom showed that only 25% of people who self-identify as a visible minority feel that brands speak to people with different cultural backgrounds. More than a third of those who self-identify as visible minority feel that in cases where their ethnicity is represented, it’s frequently done in a stereotypical manner.
Finances and Spending Trends
The MediaCom study found that many of the first-generation visible minorities in Canada are professionals. While their household incomes aren’t higher than the average Canadian consumer, first-generation visible minorities have significant savings.
With their significant savings and the desire to live permanently in Canada, the study found that first-generation visible minorities tend to spend more on personal care to electronic gadgets to cars.
The study showed that first-generation visible minorities in Canada make up 34% of those who opened a bank account in the past 12 months in Canada, 43% of those who subscribed to an internet service provider, and 57% of those who bought a mobile phone.
In the study "Marketing across Canada’s multicultural landscape? New research from MediaCom Canada reveals what you need to know", MediaCom surveyed these ethnic groups: Chinese, South Asian, Latin/Central/South American, Arab, and Southeast Asian (including Japanese and Korean).
These ethnic groups who now consider Canada as their home are mobile-first consumers. The reason why they’re considered as mobile-first consumers is because these ethnic groups came from countries that moved directly to mobile to access the internet, skipping the broadband internet connection phase.
Visible minorities in Canada reported spending 20% less time watching TV, 12% less time listening to the radio and 42% more time on mobile phones compared to the average Canadian consumer.
First-generation visible minorities reported they are exposed to 13 digital touchpoints (defined as any digital means a consumer interacts with a business) each week; second-generation visible minorities said they are exposed to 12 digital touchpoints each week; and the average Canadian consumers said they’re only exposed to 9 digital touchpoints each week.
Marketing in a Multicultural Society
Here are some takeaways on how to connect with Canada’s culturally diverse consumers and in the process help build your brand’s reputation:
If your company wants to connect with the first-generation and second-generation visible minorities, the right venue is the mobile platform. As mentioned, these visible minorities are mobile-savvy, taking into consideration that they’ve skipped the broadband internet connection phase.
As the Canadian marketplace is becoming more and more diverse, it’s important for businesses to balance the need to reach the masses with specific targeting. According to MediaCom, if you want your brand to connect with a particular ethnicity, it’s important to provide content for them in their native language.
Nearly two-thirds of the visible minorities surveyed by MediaCom reported that when brands communicate via advertising using their native language “they feel closer and it makes the brand appear more meaningful”.
“Marketers can serve an ad in a native language, but that is just the first step,” MediaCom said. “They need to create content that accurately represents consumers of different cultural backgrounds. The longer-term goal would be to build culturally meaningful connections with these consumers that celebrates diversity.”
One approach in accurately representing Canada’s diverse cultural backgrounds is by using diverse imagery.
“Businesses and brands have been slow to move with the times as it relates to how they visually market their brand and products,” said Robyn Lange, Curator and photo Editor at Shutterstock. “However, the world is increasingly diverse and multicultural, meaning these businesses need to quickly catch up if they are to continue engaging their customers and growing their business.”
Lange added, “In a time where images and video content dominate our feeds, visual choices are critical considerations as a brand looks to stand out from the crowd and connect with their audience.”
Coca-Cola is an example of a company that promotes diversity and inclusion in its ad campaigns. In the late 1960s, following the Detroit race riots and assassination of Dr. Martin Luther King, Jr., the company came up with an ad that featured African-Americans and whites together – something that the company had never done before.
The ad known simply as “Boys on a Bench” showed an iconic shot of a group of boys – African-Americans and whites – sitting shoulder to shoulder on a segregation bench, with their arms touching across the segregation bar looking relaxed and happy, sharing a lighthearted moment over a Coke.
Companies are beginning to take a stronger stance on diversity and inclusion. For instance, "CoverGirl” launched in late 2016 its diversity and inclusion campaign featuring a Muslim woman wearing a hijab.
A study conducted by Shutterstock and Censuswide showed that UK marketers are increasingly using images that promote diversity and inclusion. Seventy-nine percent of the marketers surveyed by Shutterstock and Censuswide confirmed they are using more images of homosexual couples and 71% are choosing more racially diverse images.
The study showed that marketers are conscious of the need to be more inclusive in the images they choose for ad campaigns, not just for promoting a brand message (30%) but also to better reflect modern-day society (71%).
Nowadays, social media savvy consumers are quick to call out those brands that don’t promote diversity and inclusion in their campaigns. Employees, partners, stakeholders and investors are also becoming less tolerant of homogeneity and are turning to brands that better reflect culturally diverse society.
Online Advertising to Grow 70% by 2021, Forrester Says
Market research company Forrester projected that between 2017 and 2021 online advertising in the US will grow by nearly 70%.
According to Forrester, the growth of online advertising will be driven by the rapid expansion of social media advertising and mobile advertising. Here are some of the key findings of Forrester:
Amazon’s Ad Business & What It Means for Your Business
Forrester forecasted that Amazon’s ad business will reach over $2.5 billion by 2021. The market research company may have undervalued Amazon’s ad business.
According to eMarketer, the total online advertising spending in the US is expected to grow from $72 billion in 2016 to $113 billion by 2020. In the US alone, eMarketer said Amazon is projected to generate $1.65 billion in ad revenue in 2017 and $2.35 billion in 2018.
The $2.35 billion estimated earnings of Amazon in the US market in 2018 is just a fraction of the $22 billion that Facebook and $40 billion that Google are estimated to earn in the US in 2018.
In the article "For Amazon, Online Advertising Can Drive Revenues" published by Forbes, Trefis Team wrote that if Amazon’s ad business is able to take hold of 20% share of this market by 2020, it could generate ad revenues of more than $20 billion.
“Amazon has a strong edge in this space given its relationship with brands and a huge data base of the shopping preferences of its customers,” Trefis Team wrote. “If Amazon focuses on online advertisements, this segment can become a profitable revenue stream for the company in the long term.”
Search Advertising for Amazon.ca Vendors
In October this year, Amazon launched Amazon Marketing Services (AMS) – the company’s search advertising solution for vendors on Amazon in the Canada marketplace.
Amazon reported that 76% of Amazon website visitors use the search bar to find an item. According to measurement and analytics company comScore, Amazon.ca alone attracts over 15 million unique visitors each month – equivalent to close to half of Canada’s total digital population.
Given that the search on Amazon.ca is predominantly used by shoppers to find products, advertising on Amazon is worth exploring today or in the near future. Similar to Google search, search advertising on Amazon can make your product stand out among the competition – driving consideration at a crucial time when a customer needs to decide.
Amazon currently offers the following 3 advertising solutions to Canadian sellers:
1. Sponsored Products
This advertising solution allows businesses to organically promote on top and within Amazon search results. Ads under the Sponsored Products are targeted using keywords to correspond to the search terms used by customers, giving exposure to your product and helping customers in their decision journey. Below is a sample of an ad under Sponsored Products.
2. Headline Search Ads
This ad solution uses targeted keywords to help drive brand awareness. It features 3 products and a brand logo within a prime spot which is at the top of search results. Below is an example of Amazon’s Headline Search Ad.
Using Amazon’s Headline Search Ads can direct shoppers to Amazon Store. An Amazon Store is a do-it-yourself solution that allows you to create your own business store within the Amazon.com platform, giving your customers an easy way to visualize your products. Amazon Store is free and completely self-service for any Amazon seller who is also a brand owner.
3. Product Display Ads
In Product Display Ads, Amazon sellers are allowed to advertise listings via surrounding media on product detail pages. This reaches shoppers when they’re about to buy – the time when they add an item to their shopping cart.
This ad solution is targeted to individual products, product categories or shopper interests. Below is an example of Amazon’s Product Display Ad.
You can manage your Amazon Marketing Services advertising budget in 3 ways:
1. Pay Per Click
In pay per click, you decide how much to bid on an ad click. You won’t be charged more than that amount per click.
2. Pay Per day
In pay per day, you decide how you’ll spend for a day. You won’t be charged more than your daily budget. Once your daily budget is reached, your ads will simply stop running for the day.
3. Pay Per Campaign
In pay per campaign, you have the option to set budget at a campaign level for Headline Search Ads and Product Display Ads. Once the campaign budget is reached, your ads will stop running.
What About Ads via Amazon Alexa Voice?
To date, Amazon doesn’t allow third-party developers to make money from their Alexa apps, through the use of VoiceLab’s “Sponsored Messages” – brief ads that were designed to be interactive.
VoiceLabs CEO Adam Marchick, in a blog post described interactive voice ad this way: "For example, a consumer would be asked if they were going to watch the NBA finals game airing that day. If the user said yes, it would let them know to tune in for the 6pm start time. If not, the Sponsored Message would let them which channel to tune into at 10pm for all the highlights.”
Amazon shut down VoiceLab’s Sponsored Messages project with its May 21st policy change. Amazon, however, allows the following ads in Alexa Voice:
How to Reach Last-Minute Shoppers this Holiday Season
Mobile shopping might have given shoppers the opportunity to shop early for the holiday season, but this technological innovation hasn’t changed consumers’ old habit of procrastination.
It’s never too late to launch your online campaign for last-minute shoppers. According to Google, holiday shoppers redouble their online search to find stores open nearby once it’s already too late to ship.
Here are the top 3 approaches to reach out to last-minute shoppers this holiday season:
1. Target Relevant Keywords
Let’s take a look at the search words used by holiday shoppers as compiled by Google itself.
Use of Broad Search Words
While majority of consumers have something specific in mind when they use Google search, more than 40% of searchers still use broad terms like "living room furniture” or "women's athletic clothing".
Use of “Where to buy” Search Words
In the last 2 years, mobile searches for the keywords “where to buy” have grown more than 85%. Examples of these searchers include “where to buy gift boxes”, “where to buy cards” and “where to buy ugly Christmas sweater”.
On Christmas Eve of 2016, mobile searches for “where to buy Hatchimals”, “where to buy NES classic”, “where to buy Cards Against Humanity” and “where to buy coal” rose. The “where to buy” searches specifically peaked from Dec. 18 to Dec. 23 after the shipping cutoff.
Use of “[Fill in the blank] brands” Search Words
While shoppers have something in mind to buy, they’re open to different brands. During the 2016 holiday season, mobile searches for “[fill in the blank] brands” increased. Examples of these keywords include “makeup brands” (up by 150%), best purse brands” (up by 140%) and “men’s watch brands” (up by 70%).
Use of “Store hours” Search Words
Mobile searches for “store hours” also peaked on Christmas Day 2016, with top searches including “what grocery stores are open on Christmas”, “what stores are open near me on Christmas,” and “what stores are open right now.”
“[fill in the blank] to avoid” and “is [fill in the blank] worth it” Search Words
Consumers don’t only want to know about particular items, they also want to know what specific items or products to avoid. According to Google, mobile searches for “[fill in the blank] to avoid” have increased by 150% over the past two years, while mobile searches for “is [fill in the blank] worth it” have increased by more than 80% in the past two years.
The keywords provided by Google are just general guidelines of what holiday shoppers want. In choosing the best keywords for your online campaign, it’s important to make the keywords relevant to local searchers. Based on a Google study, 4 in 5 consumers conduct their online search with their location and proximity in mind.
2. Target Mobile Phone Users
Google has offered marketers the following relevant numbers about mobile-first shoppers:
A Google study showed that 76% of consumers who conducted a local search on their smartphone visited a local store within a day and 28% of those searches resulted in a purchase.
3. Use Omni-Channel Approach
A 2015 to 2017 study by YouTube – video sharing platform owned by Google – showed that “shop with me” videos have grown in popularity, with watchtime rising more than 10 times in the last 2 years on mobile alone. By watching these “shop with me” videos by random YouTubers, consumers tapped the opinion of others in deciding whether to visit your store or not.
The YouTube study also found that “store tour” videos have soared in popularity, with watchtime growing by over 10 times the past 2 years. With “store tour” videos, your customers can virtually explore your store prior to physically visiting the store.
Shoppers nowadays aren’t satisfied with text or still images alone. Consumers now want to know more about the product beyond the typical product specifications. This explains the amount of time spent watching those unboxing videos of mobile phones on YouTube. Consumers want to see videos about your products or your store. Videos may be time-consuming to make, but these compliment well with your other online campaign.
4. Use Pay-Per-Click (PPC) Ad Campaign
The best way to save time and find last-minute holiday shoppers is through PPC campaign, in particular, Google AdWords as Google enjoys the biggest market share in terms of mobile searches.
These Google PPC numbers tell the story:
“Ultimately, showing up gets your brand in the game to be chosen, not just seen,” Google said. “By being there, your brand has the chance to address consumer needs in the moment, help move someone along their decision journey ….”
Don't have time or resources? Our experts will help you grow this holiday season and beyond. Call us today (888) 807-6278
Importance of Online Ads Placement
Billions of the world’s population are now online. If your company plans to turn to online ads to draw customers, ads placement is an important consideration.
A new report from Chief Marketing Officer Council (CMO) and Dow Jones showed that nearly half of consumers stated they would have second thoughts about purchasing from a company or would boycott products and services if they encountered company's ads within or alongside objectionable digital content.
The CMO and Dow Jones report also showed that nearly half of brand advertisers report problems with where and how digital ads are viewed. A quarter of the CMO and Dow Jones survey respondents stated that they’ve specific examples where their digital ads were shown within or alongside offensive or compromising content.
The new CMO and Dow Jones report shows the risks associated with programmatic advertising.
"Our member research shows that clients are going to be putting more pressure on their advertising and media-buying partners to provide greater due diligence, control and monitoring when it comes to ensuring ad placement efficacy through automated platforms," Donovan Neale-May, Executive Director of the CMO Council, said. "They want to see greater ad spend effectiveness and better attribution from a performance measurement standpoint. They will also likely dictate which channels are pre-approved and shift spend to those that are most trusted and proven."
What is Programmatic Advertising
Programmatic advertising is a billion-dollar market. According to Zenith Media, programmatic advertising grew from $5 billion in 2012 to $39 billion in 2016, at an average rate of 71% per year. Zenith projected this market to slow down in the coming years as “it consolidates its dominance of the display market”. The programmatic advertising market is projected by Zenith to grow at an average of 28% a year from 2017 to 2018 – hitting $64 billion by 2018.
This advertising model was first promoted as a means to reach target audiences as cheaply as possible, without taking into consideration the quality of the sites in which the ads appeared.
Programmatic advertising refers to the automation of online advertising, where a software program is responsible for picking where the ads run. Before this automated process, advertisers have to personally negotiate where their ads will run alongside with and manual insertions are done. This automated advertising method speeds up and scales the ad buying and selling process in a way that humans can’t achieve manually.
In addition to ads running within or alongside videos, programmatic ads also include Google Pay-per-click (PPC) online advertising, which is powered by algorithms, to serve highly targeted ads at audiences.
YouTube Programmatic Advertising Fallout
n February of this year, The Times ran a story that revealed that brands unwittingly fund extremists groups through online ads.
The Times report showed that on YouTube, the online advertisement for the Mercedes E-Class saloon was shown alongside a pro-Isis video that had more than 115,000 views. A video owner earns an average of $7.60 for every 1,000 views and YouTube takes a 45% cut of the earning.
The online ad for Sandals Resorts, the luxury holiday operator, was shown alongside a video promoting al-Shabaab, the East African jihadist group affiliated to al- Qaeda. Ads for Halifax, Churchill Retirement, Honda, Victoria & Albert museum, Thomson Reuters, University of Liverpool and Waitrose also appeared alongside extremist videos posted on YouTube.
As soon as Google, the owner of YouTube, was informed by The Times, the tech giant took down some of the videos. AT&T and Verizon were some the companies that suspended their ads on YouTube over the placement of their ads in extremist videos.
In an interview with Recode, Philipp Schindler, Google’s chief business officer, said that the company’s YouTube ad controversy where brands found that some of their ads have run alongside videos promoting terror was overblown.
“If you look at it from an advertiser perspective, the error rates we’re talking about – I’m careful in saying this, because I don’t want to take away from the importance of the problem and that we need to get it right – but the numbers are tiny, tiny,” Schindler said.
Even as the Google’s chief business officer said that the problem is “tiny”, the company, he said, is heeding the call to remedy the issue.
"We know advertisers don't want their ads next to content that doesn’t align with their values,” Schindler wrote in a blog post published on March 21, 2017. “So starting today, we’re taking a tougher stance on hateful, offensive and derogatory content. This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to take action, where appropriate, on a larger set of ads and sites.”
How to Ensure Your Brand Safety in Programmatic Advertising
We have seen the negative side of automated advertising method as shown in the YouTube fallout. But we can’t deny the fact that programmatic advertising can speed up and scale the ad buying and selling process in a way that humans can’t achieve manually.
Advertising channels like Google search, YouTube and Facebook have the responsibility to ensure that ads don’t run within or alongside fake news, offensive, derogatory, hateful, inappropriate and non-contextual media content.
In today’s digital world, there’s no going back to the bygone days of manual advertising. The online world is simply too big to ignore. The International Telecommunication Union (ITU), the UN specialized agency for information and communication technology, projected that mobile broadband subscriptions are expected to reach 4.3 billion globally by the end of 2017.
Drawing customers to your business through programmatic advertising entails added responsibilities on your side. These include choosing the right digital marketing service. The right digital marketing service will ensure that your business ads don’t run within or alongside objectionable digital content. It can better manage and control ad placements, as well as track and monitor digital advertising placements.
Contact us today if you want to ensure the safety of your brand in a programmatic environment.
SEO vs. PPC: Which Digital Marketing Strategy is Right for Your Organization?
SEO or PPC? Many organizations are conflicted which of these two approaches is the best way to stay competitive and relevant in today’s digital world. Let’s take a look at the nature and pros and cons of each approach.
Competitive Digital World
The world economy is becoming ever more digital. Seventy-five percent of businesses in the Organisation for Economic Co-Operation and Development (PDF) area in 2015, including 35 countries from North and South America to Europe and Asia-Pacific, have an online presence.
With the majority of businesses now having an online presence, what are the chances that your company’s website will rank high in Google’s search engine results?
The Nature of SEO
SEO stands for search engine optimization. It refers to the measures undertaken to make your website obtain a high-ranking placement in search results.
Data from Statista showed that bulk of the search engine market share in Canada as of April 2017 went to Google (with 61.59% searches), followed by Bing (21.34%), Ask (12.2%), Yahoo (3.05%) and Other (1.83%).
Every search engine has its own criteria on how to rank billions of websites around the world. The criteria for ranking websites are kept secret by companies such as Google, Microsoft (owner of Bing search engine) and Yahoo to prevent the public from manipulating the search engine results. As of today, Google, for instance, has over 200 criteria to rank a website.
For being the most popular search engine, manipulators descended upon Google to sway the search results. The term “blackhat” SEO was born as a result. Google defines blackhat SEO as “Illicit techniques that manipulate search engines to try to rank a site higher”.
The following techniques are considered as blackhat SEO by Google:
The use of blackhat SEO can ruin your site and your online reputation. Once Google determines that you’re using blackhat techniques, it may remove your site from the Google index or demote your site.
Google, meanwhile, allows website owners to optimize their website to rank high in the search giant’s results by using “whitehat” SEO techniques. The search engine giant defines whitehat SEO as legitimate “techniques aim to improve a site by focusing on the visitors instead of on ranking higher”.
Creating high-quality content on your site is considered by Google as whitehat SEO. The use of keywords in your content is encouraged in order for internet users to find what your organization is offering. What’s prohibited is the use of too many keywords, especially those that are out of context.
The Nature of PPC
PPC stands for pay-per-click. It’s an internet marketing tool in which an advertiser pays a certain amount of money every time a user clicks on an online ad. The top search engine companies – Google, Microsoft and Yahoo – each have their own PPC program.
Google, being the dominant search engine, is also the dominant PPC program provider. The search giant’s PPC program is called Google AdWords. This PPC program offered by Google lets you show your online ads to the right audience, right location and right time.
The search giant, however, emphasizes that PPC won’t help your SEO ranking. Although PPC in no way affects your site ranking, the tools that come with AdWords will help your organization figure out how to optimize your site organically – without paying for ads.
A case study (PDF) conducted by Google showed that a company that sells a self-help course of a personal nature improved its PPC conversion rate by opting to show its online ad only to customers who might only sign up or purchase when they were in the privacy of their own home – that means outside the regular working hours.
The Google case study showed that while the time change lowered website visits from 9861 to 5652, it increased the client's conversion rate by 3 times, from 1.49% to 4.49%.
Other than ads schedule, other factors that affect PPC conversion rate are improved landing pages, choice of various cities and regions, particular keywords and groups of keywords and device.
SEO and PPC Comparison
Here are 3 key differences between SEO and PPC:
1. Budgetary Requirement
Appearing on top of Google’s search listings as a result of good SEO practices is free. “Search listings are free, and no one can pay for a better ranking,” Google said.
This doesn’t mean, however, that the person you hire to optimize your site is free. And even if you’re doing all the optimizing yourself, there’s still an economic cost to what you’re doing, for instance, creating high-quality content instead of working on other tasks.
PPC, on the other hand, isn’t free. As mentioned, you pay every time a user clicks on your ads. You can control your PPC cost by setting a daily budget – an amount that you're willing to spend each day.
In terms of physical placement in Google’s search results, Google’s PPC ads are placed on top of the organic search results – listings that appear because of their relevance to the search terms and as a result of good SEO work.
So even if you’ve worked hard publishing high-quality content on your site, your competitors’ PPC ads will still appear on top of Google’s search results.
3. Time Element
Good SEO practices can greatly impact the search rankings of your site over time. Many internet users take time to look through the organic listings provided by Google.
The impact of PPC, on the hand, is immediate. This online marketing tool allows you to reach wider audience based on their age, interest, location, language, particular time of the day and device they use. This immediate impact is beneficial to small organizations that can't consistently update their SEO strategies to show latest promotions or seasonal offerings.
An Anatomy of One Online Purchase
I will start by stating the obvious. Most of us if not all of us buy goods and services online. How we make buying decisions is not that different from the offline, storefront world, with a few exceptions. For example, if I see a colourful poster in the store window with a James Bond looking guy in a cool leather jacket, I may contemplate buying that jacket right before I actually step in to the store, locate the jacket on the rack, and look at the price tag. Hmm...
Now, online, when you search for something, and see relevant ads, note, "relevant", you may start thinking about a product or service, including it's benefits and price. Oh, wait, you are also capable of getting all the necessary information to support you buying decision, including pricing, specifications, user reviews, etc., at your own pace without being attacked by an army of sales folks (no pun intended, my dear sales folks) at the store. In addition, as you navigate away from the original search results, smart folks at Google and smart advertisers get busy with "remarketing". Basically, the product or service ads follow you from that point forward reminding that you were interested in a product or service, probably liked it, though something may have been missing since you have not yet made a decision to purchase.
Last Sunday, I had a great discussion with a good friend David as he showed me his brand new wallet. The wallet was somewhat unique. It had a very slim profile, however, somehow fit a significant number of cards, bills and also change spotting an invisible change pocket. The leather was also high quality and soft to the touch, and according to David, it come with RFID protection, protecting your cards from being scanned and "copied" by criminals. Cool, right?
David instantly asked me to guess the price, and based on quality and features, I guessed between $250-$300. In reality, he paid slightly over $100 online, and considered it to be a great deal given how functional the wallet was.
Since I knew that he bought it online, my inner marketer asked David to describe the purchase process, and he was more than happy to oblige. Originally, he started looking for a new wallet about 3-4 months ago. Having searched online, he noticed a few ads corresponding to this one particular brand, and, decided to go and check out more options at the store. On top of it, he was getting ready to go on a business trip to Europe, and was convinced that he will find a great wallet along the way. As you've already guessed, he did not find what he was looking for during the trip. In the meantime, he forgot the brand that he noticed and liked online, and searched again using similar, but not the same keywords, and bingo, the ad from the same brand was right in front of him. It only took a few minutes to complete the purchase.
What we learned is that this particular brand was knowledgeable and sharp when it came to online advertising, especially understanding what works and what does not. If you are currently advertising online and don't see the results you've expected, push your folks or the agency harder. Ask the right questions prior to burying the project in disappointment. For example, have they implemented remarketing, if yes, ask for the remarketing performance reports. Ask if they A/B test the landing pages and split test the ads. If the answer is yes, ask for performance reports. This way, you'll understand your online customers much better without any additional investment, and will be able to tailor your products and services in the way that allows you to grow. Analytics is key, and getting your hands on the right data at the right time is truly priceless.
Remember, most online advertising campaigns are either poorly managed, or not managed at all. Make sure that you always select the right staff, agency or partner to support your online success.
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