Share of Voice (SOV)

by Ryan Cruz | Feb 11, 2025 | Glossary

The Hidden Metric That's Driving Your Brand's Success (or Failure)

Ever wonder why some brands seem to dominate every conversation while others fade into the background? I've spent countless hours analyzing this phenomenon, and it all comes down to one critical metric: Share of Voice (SOV).

Let me break this down for you in a way that actually makes sense.

Think of SOV as your brand's volume dial in the vast concert hall of your industry. It measures how much of the conversation your brand owns compared to your competitors. Simple as that.

But here's what makes it fascinating:

When you're scrolling through social media, reading industry news, or chatting with colleagues, certain brands consistently pop up. That's not an accident – it's SOV in action.

Let's Get Real About Share of Voice

SOV isn't just some fancy marketing buzzword. It's a concrete measurement of your brand's presence across:

• Social media mentions
• Media coverage
• Customer discussions
• Online reviews
• Search engine results
• Industry conversations

Here's what makes SOV so powerful: it's a leading indicator of market share. Studies from the Ehrenberg-Bass Institute show that brands with higher SOV typically grow faster than their competitors.

The Math Behind the Magic

Want to calculate your SOV? Here's the simple formula:

(Your Brand Mentions / Total Industry Mentions) × 100 = Your Share of Voice

But remember – not all mentions are created equal. A feature in Forbes carries more weight than a casual Twitter mention.

Breaking Down SOV Components

1. Owned Media SOV
   Your website, blog posts, social profiles – everything you control directly. This is your foundation.
2. Earned Media SOV
   When others talk about you naturally – press coverage, reviews, social shares. This is your credibility builder.
3. Paid Media SOV
   Your advertising presence across platforms. This is your accelerator.
4. Shared Media SOV
   User-generated content, community discussions, and social engagement. This is your authenticity proof.

Why Should You Care?

Because SOV is like a crystal ball for your business growth. Here's what I've observed:

• Brands with higher SOV typically see 0.7% market share growth per 10% of “excess share of voice” (when SOV exceeds market share)
• Companies leading in SOV often command premium pricing
• Strong SOV creates a compound effect, making future marketing efforts more effective

The Digital Age Twist

Traditional SOV focused on advertising spend. Today's digital landscape has changed the game. Now it's about:

• Content quality over quantity
• Engagement rates over raw impressions
• Community building over broadcasting
• Authentic conversations over promotional messages

Getting Started with SOV

1. Benchmark Your Current Position
   Use tools like Brandwatch, Mention, or Google Alerts to track your current mentions.
2. Map Your Competitors
   Identify who's dominating the conversation and analyze their strategies.
3. Set Realistic Goals
   Aim to increase your SOV by 1-2% per quarter. Small, consistent gains compound over time.
4. Create Value-First Content
   Focus on solving problems and adding genuine value to conversations.
5. Engage Authentically
   Respond to mentions, participate in discussions, and build real relationships.

The Bottom Line

SOV isn't just about being the loudest voice in the room. It's about being the most valuable voice in the conversation.

Focus on creating genuine value, solving real problems, and building authentic connections. The numbers will follow.

Remember: Building meaningful SOV is a marathon, not a sprint. Start small, stay consistent, and keep adding value to your audience's lives.

What's your next step? Start by measuring where you stand today. You might be surprised by what you discover.

And hey, sometimes the best way to increase your Share of Voice is simply to listen more carefully to what your audience actually needs.

What are your thoughts on Share of Voice? Have you been tracking this metric in your business? Let me know in the comments below.

Google Ads Remarketing

by Ryan Cruz | Feb 11, 2025 | Glossary

Ever notice how that pair of shoes you looked at once keeps following you around the internet like a persistent puppy?

That's not coincidence – that's Google Ads remarketing at work.

And today, we're going to break down exactly what this digital marketing powerhouse is, and why it might be the game-changer your business needs.

Let me paint you a picture…

You're browsing a website, checking out a product, but you're not quite ready to buy. Later, while reading your favorite blog or watching YouTube, you see an ad for that exact product. Feels like magic, right?

That's remarketing in action. But let's dive deeper.

What Exactly is Google Ads Remarketing?

At its core, remarketing (also called retargeting) is a way to connect with people who've previously interacted with your website or mobile app. Think of it as a gentle reminder that says, “Hey, remember us?”

But here's what makes it powerful:

Instead of shooting arrows in the dark, hoping to hit random targets, you're specifically reaching out to people who've already shown interest in what you offer.

The Technical Stuff (Made Simple)

Here's how it works, in plain English:

1. A potential customer visits your website
2. A small piece of code (called a cookie) gets placed in their browser
3. When they visit other websites within Google's network, your ads can appear
4. These ads are specifically tailored based on their previous interactions

It's like having a sales assistant who remembers every customer who walked into your store, and then magically appears wherever they go to remind them about your products.

Why Should You Care?

Let me throw some numbers at you:

• The average conversion rate for display ads is 0.77%
• But remarketing conversion rates can be as high as 2-3%
• 70% of website visitors who are retargeted are more likely to convert

Translation: Your marketing dollars work harder when you're targeting people who already know you.

Types of Remarketing (Because One Size Doesn't Fit All)

Standard Remarketing
Shows ads to past visitors as they browse websites on the Google Display Network

Dynamic Remarketing
Takes it up a notch by showing people ads that contain specific products or services they viewed on your site

Remarketing Lists for Search Ads (RLSA)
Lets you customize your search ad campaigns for people who have previously visited your site

Video Remarketing
Targets people who've interacted with your YouTube channel

Email List Remarketing
Targets your email subscribers when they're signed into Google

The Secret Sauce: Best Practices

Here's what separates the pros from the amateurs:

Segment Your Audience
Don't treat all visitors the same. Someone who abandoned their cart needs a different message than someone who just briefly visited your homepage.

Set Frequency Caps
Nobody likes being stalked. Limit how often people see your ads to avoid ad fatigue.

Create Fresh Content
Switch up your ad creative regularly. Even the best ads get stale after a while.

Test Different Messages
What works for one segment might not work for another. Always be testing.

The Human Side of Remarketing

Here's something most people miss: Remarketing isn't just about converting sales – it's about building relationships.

Think about it:

• You're staying top of mind
• You're providing repeated exposure to your brand
• You're creating multiple touchpoints in the customer journey

It's like dating – you don't propose on the first date, and you shouldn't expect a sale from the first visit.

Common Pitfalls to Avoid

Let's keep it real. Here are some mistakes I see people make:

• Remarketing to everyone who visits your site (be selective!)
• Using the same ad creative for months (keep it fresh!)
• Not setting proper exclusions (don't remarket to existing customers!)
• Forgetting about mobile users (they're the majority now!)

The Future of Remarketing

As we move into a cookie-less future and privacy concerns grow, remarketing is evolving. But here's the thing – it's not going away. It's getting smarter.

Think:

• AI-powered targeting
• More sophisticated audience segmentation
• Better integration with other marketing channels
• Enhanced privacy controls

The Bottom Line

Remarketing isn't just another marketing buzzword. It's a powerful tool that, when used correctly, can significantly impact your bottom line while providing value to your potential customers.

Remember: The goal isn't to annoy people into buying. It's to be there with the right message when they're ready to make a decision.

Start small, test different approaches, and always keep the human element in mind. Your future customers (and your wallet) will thank you for it.

Google Display Network

by Ryan Cruz | Feb 11, 2025 | Glossary

The Hidden Power of Google's Display Network: Your Secret Weapon for Customer Acquisition

Ever notice those ads that seem to follow you around the internet? You know, the ones showing you that exact pair of shoes you were looking at yesterday? That's not magic – it's the Google Display Network in action, and it's more powerful than you might think.

Let me break this down for you in a way that actually makes sense.

First, What Exactly is the Google Display Network?

Think of it as the world's largest billboard system, but for the internet. While that might sound overwhelming, it's actually pretty straightforward: The Google Display Network (GDN) is a vast collection of over 2 million websites, apps, and platforms where your ads can appear.

But here's what makes it really interesting…

These aren't just random websites. We're talking about major players like YouTube, Gmail, and countless other sites your potential customers visit daily. Your ads can show up on news sites, blogs, gaming apps – basically anywhere Google has advertising real estate.

The Numbers That Matter

Let's talk reach for a second:

• The network reaches 90% of internet users worldwide
• Your ads can appear on over 2 million websites
• It connects you with potential customers across 100+ countries

But forget the stats for a minute. Here's why this actually matters to you…

The Real Power Play

The beauty of the Display Network isn't just its size – it's how precisely you can target your audience. Imagine being able to show your ads only to people who:

• Have visited your website in the last 30 days
• Are interested in topics related to your business
• Match your ideal customer demographics
• Are actively researching products like yours

This isn't spray-and-pray advertising. It's laser-focused marketing that works while you sleep.

Here's where it gets fun. The Display Network isn't just about boring banner ads. You've got options:

1. Responsive Display Ads

• These automatically adjust their size, appearance, and format to fit available ad spaces
• Perfect for those who want to “set it and forget it”

1. Image Ads

• Static banners you design yourself
• Great for maintaining brand consistency

1. Video Ads

• From short clips to longer content
• Ideal for demonstrating products or sharing stories

1. Rich Media Ads

• Interactive elements that engage viewers
• Perfect for standing out in a crowded space

The Cost Factor

Now, let's talk money – because that's probably what you're worried about.

The good news? Display ads typically cost less per click than search ads. While search ads might run you $1-2 per click (or much more in competitive industries), display ads often cost just cents per click.

But here's the catch: Click-through rates are usually lower. This makes sense when you think about it – people are less likely to click an ad when they're in the middle of reading an article than when they're actively searching for something.

Making It Work For You

Here's my practical advice for getting started:

1. Start Small

• Begin with a modest budget
• Test different ad formats
• Track what works

1. Focus on Remarketing First

• Target people who've already visited your site
• These are your warmest leads
• Usually provides the best initial ROI

1. Get Your Visuals Right

• Use high-quality images
• Keep text minimal
• Make your call-to-action clear

1. Monitor and Adjust

• Watch your metrics closely
• Adjust targeting based on performance
• Scale what works, cut what doesn't

The Bottom Line

The Google Display Network isn't just another advertising platform – it's a sophisticated tool that, when used correctly, can put your business in front of exactly the right people at exactly the right time.

Remember: The key isn't reaching everyone; it's reaching the right ones.

Start small, test consistently, and scale what works. That's how you turn the world's largest digital billboard system into your personal marketing machine.

And hey, isn't that what smart marketing is all about? Reaching the right people with the right message at the right time – without breaking the bank.

Google Search Network

by Ryan Cruz | Feb 10, 2025 | Glossary

The Hidden Power of Google's Search Network (And Why Most Businesses Get It Wrong)

Let me cut through the noise and tell you something important:

Most businesses are leaving money on the table by misunderstanding or completely ignoring the Google Search Network.

I've spent years helping solopreneurs and small businesses grow their digital presence, and here's the truth: Google's Search Network isn't just another advertising platform – it's an ecosystem of opportunity that's hiding in plain sight.

But first, let's get real about what we're discussing.

The Basics (Without the Boring Stuff)

Think of the Google Search Network as a massive web of digital real estate where your ads can appear. It's not just Google.com – it stretches across:

• Google search results
• Google Shopping
• Google Maps
• Google Images
• Thousands of partner websites

Here's what makes it different: Intent.

When someone types “best running shoes for flat feet” or “local tax accountant,” they're not mindlessly scrolling – they're actively looking for solutions.

This is gold for businesses. Pure gold.

The Reality Nobody Talks About

Here's something counterintuitive:

The biggest opportunities in the Search Network aren't always in the obvious places. While everyone fights for main Google search placement, smart businesses are quietly dominating in:

• Search partners
• YouTube search results
• Google Maps listings
• Shopping feeds

I've seen businesses triple their ROI by simply expanding beyond traditional search placements.

Breaking Down the Numbers That Actually Matter

Let's cut through the marketing fluff and look at what matters:

• The Search Network reaches over 90% of internet users worldwide
• Partner sites alone can increase reach by 20%
• Mobile searches make up 63% of Google's search traffic

But here's the kicker: These numbers mean nothing if you're not strategic about it.

The Smart Way to Approach the Search Network

Instead of trying to be everywhere, start here:

1. Find Your Money Keywords

• Focus on specific, intent-driven searches
• Look for keywords with clear buying signals
• Ignore vanity metrics like impression share

1. Test Different Network Components

• Start with core search
• Gradually expand to search partners
• Test shopping feeds if you sell products
• Experiment with map listings for local business

1. Track What Actually Matters

• Conversion rates by network
• Cost per acquisition
• Return on ad spend (ROAS)
• Customer lifetime value

The Often-Overlooked Gold Mine

Here's something most marketers won't tell you:

The real power of the Search Network isn't in single campaigns – it's in the ecosystem you build around it.

Think about it:

• Someone searches for your product
• They see your ad
• They visit your site
• They join your email list
• They see your remarketing ads
• They eventually become a customer

It's not just about the first click. It's about the journey.

Why Most Businesses Fail at This

The biggest mistake I see? Treating the Search Network like a light switch – on or off.

Success comes from:

• Constant testing and optimization
• Understanding user intent
• Building comprehensive campaigns
• Focusing on lifetime value, not just immediate returns

The Simple Framework That Works

Here's my tried-and-tested approach:

1. Start Small

• Pick one core offering
• Focus on high-intent keywords
• Test different ad formats

1. Measure Relentlessly

• Track conversion rates
• Monitor quality scores
• Analyze search terms

1. Scale What Works

• Expand to new network areas
• Increase budgets on winners
• Cut losses quickly on losers

The Bottom Line

The Google Search Network isn't just another marketing channel – it's a sophisticated platform that rewards strategic thinking and patient optimization.

Don't fall into the trap of trying to do everything at once. Start small, test thoroughly, and scale what works.

Remember: The goal isn't to reach everyone. It's to reach the right people at the right time with the right message.

Your Next Steps

1. Audit your current search presence
2. Identify your highest-value offerings
3. Build a simple test campaign
4. Track results religiously
5. Scale what works, cut what doesn't

The beauty of the Search Network is that it rewards businesses that think long-term and focus on value over volume.

Start small, but start today. The opportunity is too big to ignore.

And remember – in a world of flashy marketing tactics, sometimes the boring stuff is what actually works.

Keep it simple. Keep it focused. Keep it valuable.

That's how you win in the long run.

Google Ads Landing Pages

by Ryan Cruz | Feb 10, 2025 | Glossary

The Truth About Google Ads Landing Pages (And Why Most People Get Them Wrong)

Ever clicked on a Google ad only to land on a page that felt like digital whiplash? Yeah, me too.

Let's talk about Google Ads landing pages – not the cookie-cutter advice you'll find everywhere else, but the real deal that actually converts visitors into customers.

Here's the thing: your landing page isn't just some digital real estate. It's prime property that you're paying good money for with every click. So let's make it count.

What Exactly Is a Google Ads Landing Page?

Think of it as your digital storefront. When someone clicks on your Google ad, this is where they land. It's not your homepage. It's not your about page. It's a focused, purposeful page designed to do one thing: convert your visitor into a lead or customer.

The Brutal Truth About Why Most Landing Pages Fail

Let me be straight with you – most landing pages suck because they try to do too much. They're like that friend who can't stop talking about everything at once.

Your landing page has one job. One.

Whether it's:

• Getting an email signup
• Making a sale
• Booking a call
• Downloading a resource

Pick one and stick to it.

The Anatomy of a High-Converting Landing Page

Let's break this down into bite-sized pieces:

1. The Hero Section

• A headline that matches your ad copy (consistency is key)
• A subheadline that explains the benefit
• A clear call-to-action (CTA)

1. The Trust Builders

• Social proof (real testimonials, not the fake stuff)
• Logos of companies you've worked with
• Results or case studies

1. The Value Proposition

• What makes you different?
• Why should they choose you?
• What problem are you solving?

Speed Matters More Than You Think

Here's something most people don't talk about: page speed is crucial for Google Ads landing pages. A one-second delay in page load time can reduce conversions by 7%.

Quick tips for speed:

• Compress your images
• Minimize code
• Use a reliable hosting provider
• Remove unnecessary plugins or scripts

Mobile Optimization Isn't Optional

Listen, it's 2025. If your landing page isn't mobile-optimized, you're literally throwing money away. Over 60% of Google Ads clicks come from mobile devices.

The Psychology of Converting Visitors

Here's what most “gurus” won't tell you:

People make decisions based on emotions and justify them with logic. Your landing page needs both:

Emotional triggers:

• Fear of missing out (FOMO)
• Desire for improvement
• Pain point resolution

Logical support:

• Data points
• Features and specifications
• Clear pricing

The One Thing That Changes Everything

Want to know the secret sauce? It's relevance.

Your landing page must be hyper-relevant to:

• The keyword that triggered your ad
• The ad copy they clicked on
• The user's search intent

Testing: The Non-Negotiable Element

Here's the hard truth: your first version will probably suck. Mine did. Everyone's does.

What to test:

• Headlines
• CTAs
• Images
• Form length
• Button colors
• Page layout

Start with A/B testing one element at a time. Measure, iterate, improve.

Common Mistakes to Avoid

1. Too many navigation options
2. Slow load times
3. Unclear value proposition
4. Missing social proof
5. Weak call-to-action
6. Information overload

The Bottom Line

Creating effective Google Ads landing pages isn't about following a perfect template. It's about understanding your audience, being crystal clear about your offer, and continuously optimizing based on data.

Remember: The best landing page is the one that converts your specific audience. Period.

Take Action Now

Start by auditing your current landing pages. Are they focused on one goal? Are they lightning-fast? Do they speak directly to your audience's pain points?

If not, you know what to do.

And hey, don't overthink it. Start with something simple and iterate based on data. That's how you build landing pages that actually work.

The perfect landing page doesn't exist, but the profitable one does. Now go build it.

Google Ads Conversion

by Ryan Cruz | Feb 10, 2025 | Glossary

The No-BS Guide to Google Ads Conversions (And Why They Actually Matter)

Let's cut through the noise and talk about something that genuinely impacts your bottom line: Google Ads conversions.

You know that feeling when you're pouring money into ads but aren't quite sure if they're actually working? Yeah, we're going to fix that today.

First, let's get real about what a conversion actually is:

It's any meaningful action someone takes after clicking your ad. Simple as that.

But here's what makes it interesting:

A conversion isn't just a sale. It could be:

• Signing up for your newsletter
• Downloading your PDF
• Booking a call
• Adding items to cart
• Actually buying something

The key? You decide what counts as a conversion for your business.

Why This Matters More Than You Think

Here's the truth: If you're running Google Ads without tracking conversions, you're essentially driving blindfolded.

Let me break this down into something practical:

Understanding Conversion Types

1. Online Sales
   The most straightforward type. Someone clicks your ad and buys something on your website.
2. Lead Generation
   They fill out a form, join your email list, or request more information.
3. Phone Calls
   Yes, you can track when someone calls your business after seeing your ad.
4. App Installs
   If you're promoting an app, this one's crucial.

The Real Power Move: Conversion Value

Here's something most people miss:

Not all conversions are created equal. A $1,000 sale is worth more than a $50 sale, right?

This is where conversion value comes in. You can assign different values to different types of conversions.

Let's make this concrete:

• Newsletter signup = $5 value
• Consultation booking = $50 value
• Product purchase = Actual sale amount

Setting Up Conversion Tracking (The Simple Way)

Here's the framework I've seen work best:

1. Define Your Goals
   What actually matters to your business?
2. Install the Tracking

• Add the Google Ads tag to your site
• Set up specific conversion actions
• Test everything (seriously, test it)

1. Monitor and Adjust
   Watch the data and make informed decisions.

The Hidden Metrics That Matter

Beyond basic conversion numbers, pay attention to:

1. Conversion Rate
   How many clicks turn into conversions?
2. Cost Per Conversion
   What are you paying for each conversion?
3. Conversion Value/Cost
   Are you making more than you're spending?

Common Conversion Tracking Mistakes

Let's learn from others' expensive lessons:

1. Tracking Too Many Things
   Focus on what actually matters to your business.
2. Not Setting Up Value Tracking
   Without values, you can't properly optimize for ROI.
3. Ignoring Mobile Conversions
   Mobile behavior is different. Track it separately.

The Advanced Stuff That Actually Works

Once you've got the basics down, here's where you can level up:

1. Cross-Device Tracking
   Because people don't just use one device anymore.
2. Offline Conversion Tracking
   For when the sale happens outside your website.
3. Enhanced Conversions
   Using hashed customer data for better tracking accuracy.

The Optimization Framework

Here's how to actually use this data:

Week 1-2: Gather baseline data
Week 3-4: Identify patterns
Week 5-6: Make adjustments
Week 7+: Scale what works

Real Talk About Attribution

This is where things get interesting. Different conversion actions might have different attribution models:

• Last-click attribution
• First-click attribution
• Linear attribution
• Time decay attribution

Choose based on your sales cycle and customer journey.

The Future of Conversion Tracking

With privacy concerns growing, here's what's changing:

• More emphasis on first-party data
• Better AI-powered attribution
• Enhanced privacy features

Your Action Plan

1. Start Simple

• Pick your most important conversion action
• Set it up properly
• Get comfortable with the data

1. Add Complexity Gradually

• Layer in more conversion types
• Implement value tracking
• Explore advanced features

1. Optimize Continuously

• Review data weekly
• Adjust based on insights
• Test new approaches

The Bottom Line

Conversion tracking isn't just about numbers – it's about understanding what works and what doesn't in your business.

Remember:

• Start with what matters most
• Track consistently
• Use the data to make decisions
• Keep testing and improving

Success isn't about tracking everything – it's about tracking the right things and using that information to grow your business.

What's been your biggest challenge with Google Ads conversions? Drop a comment below and let's figure it out together.

Final Thought

The businesses that win with Google Ads aren't necessarily the ones with the biggest budgets – they're the ones that understand their conversion data and use it wisely.

Now it's your turn. What's the first conversion you're going to start tracking?