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Patrick Holmes

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People need to know about your business to buy from your business. It’s a clear, simple reason to promote brand awareness. If you prefer formality, one study found that “brand awareness and brand loyalty have a strong positive association with purchase intention.” Results from another study “indicate strong support for measures of perceived quality, brand loyalty, and brand awareness as antecedents of firm performance, customer value, and willingness to buy.” In other words, people familiar…

For many marketers, the term “brand awareness” represents a vague concept generally treated as worthy of investment but rarely defined in a precise manner. If you are one of these marketers, perhaps spending on advertising without click-based conversion makes you uncomfortable. You may accept that greater recognition of your brand can lead to sales growth but not completely understand how or why. You might simply drive by a billboard promoting a SaaS platform and wonder…

Behavioral targeting segments your audiences based on their interests as exhibited by their behavior. By gathering data, segmenting, and targeting your audiences by behavior, you can vastly increase your sales and win client loyalty.  Behavioral retargeting uses that same data to re-engage audiences that have already shown an interest in your brand based on their interactions with your website, social media ads, and email campaigns. With this knowledge, you can create personalized ad and email…

Shopify provides a great platform for setting up an e-commerce store and getting started with product sales. However, attracting new visitors to your store can prove challenging.  Fortunately, Shopify integrates well with Facebook Ads. Facebook Ads lets you show off your products across Instagram, Facebook, Messenger, and WhatsApp. The complexity and options that Facebook Ads Manager offers can seem daunting at first, but AdRoll can provide guidance that will streamline your efforts significantly. If you…

If I had to identify one aspect of digital marketing that I especially excel at, I would say that it’s counting my eggs before they are hatched. I can take the early results of a new campaign and convince myself that this is finally the campaign that will create grandiose positive changes for the business.  As you might guess, this can lead to disappointment. If you track visitor behavior on your e-commerce store, you may…

With everything going on in the world, this might seem like a crazy time to talk about performance marketing. It’s not — this actually may be the single most important time to look at how your performance marketing is… well, performing. Times of crisis tend to bring budgets front and center, especially as key performance indicators fluctuate and priorities shift.  When the global environment turns challenging, many companies want to react by cutting marketing spend.…

Retargeting is a crucial e-commerce marketing strategy for direct-to-consumer (D2C) brands. Retargeting not only helps companies bring back the whopping 90% of website visitors who leave without purchasing, but it also provides personalized advertising experiences that increase return on investment (ROI) and improve conversion rates.  Advertisers find success with retargeting indecisive shoppers and bringing them back to complete purchases. You can find success with retargeting across a broad network of platforms and devices, including social…

Cost per mille (CPM) refers to the average cost of one thousand ad impressions or the average amount you pay every thousand times internet browsers load your ad. The “mille” in cost per mille is the Latin word for “thousand,” so to find CPM, you divide cost by impressions and multiply by one “mille” or thousand. The equation looks like this: CPM = cost/impressions x 1000. Some display networks offer CPM as a pricing structure…

Black Friday and Cyber Monday generate almost half of all holiday shopping traffic, so does it make sense to run holiday ads during the remaining several holiday weeks? The answer is a resounding “yes!” Most holiday shopping happens before the actual holiday while people rush to buy Christmas gifts and beat the shipping cutoff, but people still want to buy stuff on Christmas, Boxing Day, and New Year’s. Think of all the gift cards! Don’t…

E-commerce marketing strategies must incorporate dynamic retargeting to be fully effective. On average, 96% of site visitors will leave your website before converting into customers, and the average shopper visits a site over nine times before making a purchase. Retargeting helps to capture those lost opportunities and shorten the conversion time by ensuring your brand remains at the forefront of consumer minds. Wherever they spend time online — whether it be their favorite websites, social…