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All Posts By

Bob Nunn

May 21

10 (Slightly Late) Internet Marketing Trends For 2015

By Internet marketing

Yeah I know what you’re thinking. It’s May. Aren’t you little late with your 2015 predictions? Well maybe but…

1) we like to be different and thought we’d avoid the flood of posts at the new year and…

2) we thought we’d be more accurate this way.

So again this year, back in January, we gathered four passionate internet marketing consultants at our favourite hangout across from the Marketing Garage so that we could present you our 10 top internet marketing trends for 2015.

Around the table were:

  • Bob Nunn, Internet Marketing Consultant and co-founder of The Marketing Garage
  • Matt Colangelo, Digital Marketing Consultant and owner of his local search firm
  • Mike Granger, Pay-per-click Marketing Consultant
  • Skylar Burns, Website Mechanic

Read More

Dec 23

Conversions VS ROI: 4 Tips When Evaluating PPC Internet Marketing

By Internet marketing

Are you running a pay-per-click campaign and have questions about whether or not it’s working? When clients ask me how to evaluate a PPC campaign, I generally give the conversion rate as the short answer. For most clients nothing is more important than generating sales or leads. Although using this rate as the sole indicator of performance makes sense in theory, PPC account managers and clients would be making a mistake by ignoring other performance indicators. Here are the 4 reasons the conversion rate shouldn’t be the only way performance is evaluated.

4 Reasons Conversion Rates Don’t Tell the Whole Picture

1.   Not All Sites Can Accurately Track Conversions

Not all websites have the functionality to properly track conversions. Some websites have constraining content management systems or lack a webmaster with the ability to add tracking code to buttons or thank you pages. When a website has a limited ability to track conversions it may be more effective to focus on the behavior of the paid visitors such as the average time spent on a page, or as I outlined in a recent blog post; the click-through-rate of the pay-per-click campaign itself.

2.   The Majority Of Conversions That Begin Online, Finish Offline

Consumers don’t always finish the entire conversion process online. Site visitors may instead decide to convert offline via phone call or by visiting the business in person. Google found that as many as 80% of shoppers will research online before making a purchase, however only 44% will finish the entire process online. Additionally, Read More

Dec 02

4 Reasons the Click-Through-Rate Matters in PPC Internet Marketing

By Internet marketing

How do you know your pay-per-click campaign is paying off? And what should you be looking for when evaluating a PPC campaign? When I ask new PPC clients this question, many focus solely on a low cost-per-click or the number of valuable conversions such as purchases, and form completions. And at the end of the day they would be right to an extent. Nothing matters more than visitors taking valuable actions on your website at an efficient cost.

However these measures can’t be relied on to tell the whole picture. PPC account managers would be making a big mistake by ignoring other important factors such as the click-through-rate (CTR).

What is a Click-Through-Rate?

The click-through-rate is a measure of how frequently an ad is clicked compared to how often it is seen. The CTR is calculated by:

CTR Formula For Internet Marketing

Average click-through-rates vary greatly by industry, targeted geography, and competition. According to Google, the average industry CTR is between 1-2%.

Why Do Click-Through-Rates Matter for PPC?

In Google Adwords click-through-rates matter for 4 main reasons; the CTR is an indicator of strength of messaging, accurate targeting, can assist in guessing offline conversions, and maintaining a high CTR results in cheaper clicks.

1.   CTRs Can Indicate Strong and Weak Messaging

Click-through-rates are useful in understanding how strong your advertising message is. Since CTRs are calculated by the frequency an ad is clicked when seen, it’s clear that ads featuring more enticing messaging will be clicked more frequently. This can be an especially useful tool when trying to understand what messages actually matter to your audience (You may be surprised!).

2.   High CTRs Signify Accurate Targeting

The stronger your message is, the more frequently it will be clicked when seen. However, what happens if the audience you’re targeting is too wide? No matter how strong your message is, if it is being seen by the wrong audience it will receive a low CTR.

Read More

Oct 30

2 Points On The Impact Of Internet Marketing On Elections

By Internet marketing

This blog post will share insight from a wee bit of data on local elections underscoring the importance of having an online presence in getting you and your product elected and, secondly, using online testing to make sure you’re saying something interesting with your traditional media spend.

No Internet Marketing = Less Chance of Victory

Being a good democratic citizen, I voted in the municipal election of our little town north of Toronto on Monday. Sadly, it wasn’t easy. We had to choose one of two candidates for mayor. That was easy. (No Rob Ford to consider here : ) But then I had to pick eight town councilors out of 28 candidates! I’m sure like many people I could come up with two, three or four but eight!? That was tough. And, naturally I wanted to make an informed voting decision. So before I headed off to the voters booth, I did what hordes of consumers do when they’re trying to make a more informed buying decisions these days, I turned to the internet. I wasn’t alone. Here’s the search volume for the term ‘municipal election’ in Ontario using Google Trends. Internet searches municipal elections My town didn’t make it easy to find a list of candidates but I persisted and found a list. Then checked which had websites, read about them, got to know them a bit and went off and made my-now-informed voting decision. Done! I checked out the results in the morning but then, because I’m a curious data-driven internet marketing consultant, I correlated the results with own my experience as a voter / consumer. That’s where it got interesting: There were 6 incumbents and 22 new candidates vying for those 8 spots. Of those 22 new candidates 15 had websites. Amazingly in this day & age. 7 – or almost one-third! –  did not have a website or any other internet marketing. How was I – or you? – to make an informed buying decision without a website to learn about them and their views. From the flyers sent in the mail? Obviously that’s a good way to reach some folks but for me – and most consumers these days – sorry that literature went straight to the trash with the other junk mail. 5 of the 6 incumbent candidates were re-elected. 3 new candidates were also elected. All three of those new candidates had websites and other internet marketing including banners on local news sites. How did the seven who did not have sites do? Read More

Nov 16

How To Cost Your Next Video Production

By Video Production No Comments

Here’s an easy way to budget for your next video production.

When it comes to Film, TV or Internet marketing,  video production costs are always affected by the following four areas.

1.    Length of the video

2.    Production values desired

3.    How many hours are planned to complete the project

4.    Complexity of the elements (# of talent, days on location, special effects, animation, etc.)

Whether it is a simple internet marketing video or a large, complex production, anyone making a video has to consider these four elements when determining video production costs and how they will impact on what the final outcome.

Bottom-line: You have to decide on what you want the outcome to be.  

Here are examples of three types of productions (lower, medium and higher priced videos) that will these four elements impact your video production costs.  Read More

Oct 07

Adding Video To Your Website: What Have You Been Waiting For?

By Video Production One Comment

Videos on your website are worth their weight in gold. And with the price of gold today, more and more marketers are looking to ways to maximize their brand’s emotional benefits while in front of the consumer.

Too often marketers rely on text to tell their corporate story.

Video Production Storytelling

Marketers also add photos to help with the messaging, but there is no better way to build a persuasive story than to marry emotion, with motion, sound with Read More

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