How Pay-Per-Car Marketing May Change the Way You Do Business

Pay-Per-Car Marketing
What if you could offer customers who buy a certain amount of your products and services free transportation to your store or restaurant? Do you think that would give you an edge over your competition? Uber and Lyft are now testing programs like this to find out how they work for both merchants and consumers.

If the strategy does work, it could easily prove transformative in the local retail and restaurant business – and perhaps beyond. Industry experts predict it could even take the place of pay-per-click marketing at a local level, or at least provide an alternative to it for certain types of businesses.  This is because the conversion rates for these types of ads are predicted to be significantly higher than the more traditional pay-per-click approaches for local markets. Here’s why: once a customer selects a business’ ad and orders an Uber, backing out of a purchase will cost the customer money, as the ride is only validated with purchases.

Local businesses that pay for these rides will also be able to close the online-to-offline attribution gap as they will know precisely the source of these sales and when each sale was made.

So far, only a lesser version of pay-per-car rides are available and it is limited to the apps of Uber and Lyft and their partner affiliates. Uber Offers currently only includes the opportunity for customers to get from $5 to $20 off their next ride if they make purchases at partner stores such as Whole Foods or Dunkin Donuts in cities like Boston, New York, Dallas, Miami and San Francisco. Using Visa as the platform, customers select the offer and then use the Visa card associated with their Uber account to make the purchase at the store of their choice within the next few days.

But such programs are really expected to become ubiquitous when companies like Uber and Lyft make self-driving cars the norm. That’s because drivers for these companies currently take home 75% of the fare profit for each ride. Without drivers, ride service providers can significantly cut prices, making it much more affordable for businesses to pay customers’ fares to their locations. Tesla already plans to run such an autonomous ride service through its Tesla Network at some point in the near future.

If and when pay-per-car marketing takes off in self-driving cars, participating businesses will have further opportunities to sell to their passengers who are a captive audience during their journeys. This considered, you can expect to see interactive screens with advertisements in center consoles and on the back of headrests.

Want to be part of the first wave of pay-per-car participants? Here’s how to prepare:

  • Make sure your location data is accurate.
  • Make sure your inventory is ready.
  • Start now on a creative advertising plan that could reach customers in self-driving cars.

As ride services solidify their pay-per-car programs and find ways to occupy passengers’ idle moments – which they are likely to spend on their phone or using some device in the car – opportunities to market creatively and successfully in these venues will abound. There’s little doubt that you and your business will want to be part of those initiatives.

DAS Group Wins Silver Addy Award for Responsive Design

Venture X Website Wins Addy Award

Fort Lauderdale, FL, March 6, 2017 – DAS Group, Inc., a leading digital marketing and web development firm centrally located in Pembroke Pines, Florida, was recognized at the American Advertising Awards competition with a Silver ADDY Award in Responsive Design for Venture X. The AAF of Greater Fort Lauderdale & The Palm Beaches celebrated its ADDY Awards on the evening of Thursday, March 2nd to recognize those who have achieved creative excellence in advertising in the greater Fort Lauderdale and Palm Beaches area.

In addition to the extensive work done with Venture X throughout 2016, DAS Group, Inc. has continued to grow its relationships with United Franchise Group and their brands. Christina Parsons, President of DAS Group, Inc. says, “We are so pleased to have such a great group of clients that allow us to partner with them to push their digital presence further. In 2016, we had the opportunity to work on a lot of new web sites for our clients and we are proud to be recognized by the Greater Fort Lauderdale and Palm Beaches Advertising Federation for our work on VentureX.co.”

About DAS Group, Inc.

Established in 1980, DAS Group, Inc. is a digital marketing company that specializes in lead generation through the use of interactive advertising, search engine marketing and local search engine placements, custom application, web development, and online yellow pages. As a certified Google Partner, DAS Group uses Google’s best practices to assist clients with managing every detail of their online campaign and is always striving to stay on top of Google’s latest initiatives. DAS Group customizes efforts in creating solutions for each individual client based on their needs and their goals. This unique and personal approach to each client and campaign is the key in achieving measurable results through valuable visibility. DAS Group’s extensive experience and trusting relationships with businesses that have hundreds of locations nationwide and throughout the world has proven that effective communication with clients is critical to their long-term success.

About AAF of Greater Ft. Lauderdale & The Palm Beaches

The Advertising Federation of Greater Ft. Lauderdale was established in 1957. It is the local branch of the national group, the American Advertising Federation (AAF). The AAF is a not-for-profit industry association with 15 districts throughout the country. In 2016, the Greater Fort Lauderdale Advertising Federation teamed up with the Advertising Federation of The Palm Beaches to form AAF Greater Fort Lauderdale & The Palm Beaches. Serving the interests of those in the advertising community of the Greater Ft. Lauderdale and Palm Beaches areas, the group encourages those in their creative community to meet, coordinate, and engage in sharing ideas and best practices to foster learning and encourage local advertising and marketing students. Regularly scheduled events on relevant issues and topics of interest to the group are planned with this in mind.

About the ADDY Awards

The American Advertising Awards, sponsored annually by the American Advertising Federation, is the advertising industry’s largest and most representative competition. With over 40,000 entries in each year’s local AAF Club, the mission is to recognize and reward the creative spirit of excellence in the art of advertising. Local winners later compete against one another at the district level and then district winners compete on the national level. All creative dimensions of every entry are evaluated and scored by judges to determine those worthy of the coveted award. In each category, the Gold and Silver Addy recipients are seen as the top in their field.

The Evolution of Google’s SERP as a Result of Mobile Devices

The Evolution of Google's SERP

Over the last ten years, the design of Google’s search engine results page (SERP) has changed significantly, thanks to the influence of mobile devices. According to a recently released study on Google and mobile-influenced user search behavior, the search giant has adapted its SERP layout to accommodate the new search habits of mobile device users.

Mobile-influenced Search Habits

With the vast proliferation of mobile devices, searchers encounter and digest search results very differently than they did in the days of desktop search’s dominance. Mobile device layout encourages a vertically oriented search style in which users selectively “scan” for relevant information. Essentially, we now consume more content, much faster: while users once took 2.6 seconds to consume a SERP, that time has now been reduced to a mere 1.3 seconds.

Google’s SERP Design Changes

Since most searches are now conducted on mobile devices, Google has accommodated users’ mobile-influenced search habits in its page layout. The company has re-designed their SERP from a more horizontally oriented, triangular pattern appropriate for desktop viewing to a vertical pattern that suits the vertical design of mobile device screens.

This mobile-influenced design also remains consistent in Google’s desktop SERP, which goes to show how much our mobile search habits have changed the way we consume content more generally.

Implications for Your Business’s Search Listings

These new habits, along with the corresponding changes to Google’s SERP, affect the way businesses should approach search engine optimization. Here are a few key takeaways:

Have a Clear and Visible Main Message

Since users spend less time perusing search results, businesses need to capture their attention by articulating their message clearly and up front. Be sure to include an appropriate title that accurately describes your business.

Work to Achieve a Google Knowledge Graph

Google’s knowledge graphs synthesize links and information relevant to certain search terms. These boxes are located on the side of desktop SERPs and at the top of mobile SERPs.

This placement means that mobile searchers see the Knowledge Graph before any organic listings. When a knowledge graph turns up in a Google SERP, the top organic listing receives 22% fewer clicks, while an overwhelming 93% of searchers view the Knowledge Graph and 49% click the graph.

Although you cannot directly create a knowledge graph, there are measures you can take to gain a knowledge graph result for your business. These include typical organic SEO strategies such as adding structured markup to your site. Once your business has a knowledge graph, you or a representative can edit the graph and suggest changes.

Get Local Listings in Order

When a map and local listings appear above the organic listings on a SERP, the map and listings receive more clicks and views. This means it remains important to add or claim your name, address, contact information, and business hours on Google My Business.

Get Ratings

Registering your business will also help you to gain star ratings. Since listings with star ratings capture an average of 24% of page clicks, you should encourage your customers to provide reviews. As always, having more positive reviews will help your business to appear at the top of search listings.

Increase Organic Search Ranking

Some things remain the same: today, the top four organic listings capture the most search activity, regardless of any changes to Google’s page design and added features. Listings below the top four receive only 16% of clicks on desktop searches, and this number drops to 7.4% on mobile searches. This means that it is more important than ever to continue to use organic SEO strategies to get your business’s page in the top spot.

DIY Pay Per Click: Why Trying to Save Money Could be Costing You More

DIY Pay Per Click

Pay-per-click is one component of DAS Group’s holistic approach to search engine marketing. This digital advertising strategy enables a company’s ad to appear in a search results page or on a website. When the ad is clicked, the company is required to pay the host website or service. The nature of Google AdWords and other pay per click services constantly grows and changes, requiring time and expertise from the online marketer. Problems often arise and budgets become compromised when businesses attempt to manage their own pay per click ad campaigns.

Below, we break down five common mistakes we see when we audit clients’ self-managed PPC campaigns.

  1. No use of negative keywords: Essentially, negative keywords are words that you do not want to lead to your ad. If you are using Google AdWords, you can visit the search query report to view all of the words and phrases Google users have entered to “trigger” your ads. You will notice that some will be “accidental” queries that most likely will not result in a conversion, and will instead burden you with an unnecessary cost. You can add these words as “negative keywords” to ensure that your ad budget goes toward driving relevant traffic.
  2. Display network turned on: When you begin using AdWords, your ads will appear in search engine results pages relevant to your key words (referred to as the “search network”) as well as AdSense-equipped webpages relevant to your key words (referred to as the “display network”). Since potential customers using your keywords are more likely to be looking for your product or service in search engine results, a conversion is more likely to happen within the “search network.” Therefore, it is best to disable the display network, at least initially.
  3. No ad testing: Instead of creating only one advertisement for each campaign, create at least three or four. This way, you can test these ads against one another, compare performance and choose the most well-received ads for your campaign.
  4. Not tracking campaigns: It is quite common to see no conversion tracking installed in a client’s AdWords account. Conversion tracking identifies which key words and ads are leading to conversions; with this crucial tracking component missing, money and valuable customer insight are lost in droves. Furthermore, Google Analytics and AdWords should be linked together in order to obtain even more performance information.

    Along with monitoring online conversion rates, businesses should use keyword level call tracking and analyze call outcomes in order to determine which keywords drive the highest quality new business calls that lead to conversions. Pools of unique numbers can be dynamically inserted on pages to provide invaluable insight into the keywords within specific campaigns that are ultimately driving the best results for the business.

  5. Not scheduling ad campaigns properly: Some aspects of ad scheduling are quite simple: if including a phone number, for example, be sure to enable ads only during business hours, so someone can be around to take customer calls.

    Carefully tracking campaigns allows you to optimize your ad campaign scheduling even further. Through tracking, you will gather important information about your target audience, including daily, weekly and seasonal peak shopping times. Proper ad scheduling maximizes the effectiveness of ad campaigns while helping you to avoid needless spending.

If you would like to ensure every one of your ad campaigns is timed, monitored and optimized for successful conversion, contact DAS Group today.

Local SEO for Multi Location Businesses: Why Your Local Locations Aren’t Showing Up in Local Search Results

Local SEO

Today, customers are constantly performing searches for local businesses on their phones and computers, and making their decisions according to search results and reviews. In most cases, single-location businesses find it easier to appear at the top of local searches. Why are multi-location businesses losing out? While there are a number of reasons for this disparity, a lot of it has to do with multi-location businesses placing emphasis solely on the brand as a whole – including the central website – rather than catering to local markets via local web presence.

Here are some of the traps that multi-location businesses fall into along with some best practices to ensure that they can successfully compete with their single-location competitors.

The Problems

Web design

Sometimes, basic web design is the problem. Web design issues include a lack of responsive, mobile-first design, which leads to a slow loading speed. These design problems are especially important to address since potential customers use mobile devices to find businesses and Google’s mobile-friendly algorithm now factors mobile loading speed when ranking search results.

The other main web design issue involves the central website’s relationship with branch websites. Many multi-location businesses focus on a main web site instead of creating individual sites or location pages for each location. Even when a business has individual sites for each location, poor design and bad structure can negatively impact search engine results rankings. In these cases, local information is missing or structured in a way that cannot be indexed effectively by search engines.

Local Listing Accuracy

Accuracy in local listings is another crucial factor in achieving high-ranking search results. Since they have to manage multiple locations, multi-location businesses often forget to maintain consistency in local listings and citations. When information is missing or wrong, the local web site loses visibility and credibility in the eyes of search engines. Many simple errors often affect consistency in local listings, including typos, having more than one phone number for a location, business name changes and new addresses.

Local Reviews

Multi-location businesses often lose out to local businesses in number and quality of local reviews. When businesses fail to encourage reviews, they may end up with a few negative reviews that turn away potential customers.

Best Practices

Fortunately, utilizing the following local SEO best practices can help multi-location businesses avoid these common traps. Putting these changes into effect can greatly strengthen the local business’s visibility and reputation.

Create a unique landing page for each store

Having a page for each location helps customers and search engines to find specific information – such as name, address, phone number, hours and maps – when they perform local searches. While these pages should be customized in terms of locational content, they can be designed uniformly to retain brand integrity. Create clearly accessible links from local pages to the main site and vice versa, and be sure that the page is structurally optimized, with local key words in titles, tags, meta description and site copy.

Add specific local content to local pages

Multi-location companies can also link these sites to each location’s social media accounts to provide extra authority. These social media pages can also contain name, address, phone and hours. It also helps to include local content in the form of meaningful local links, such as news, testimonials and tagged images. All of these elements prove to search engines that the business is real.

Check and update listings and citations

Make sure that NAP (name, address, phone) are present and consistent, without any errors, in local directories. Use a single phone number for each location, and account for any name changes and new addresses. Simple typos can also be a critical mistake. Clearing up these citations will improve search visibility and credibility.

Generate reviews

Correct listings can improve reviews, since many business directories allow customers to provide reviews. In turn, more good reviews will help your local websites to appear at the top of search results.

If you would like to ensure that these best practices are implemented for your multi-location business, contact DAS Group.