green marketing vs greenwashing

Green Marketing or Just Greenwashing? How to Get it Right

You’re a savvy business owner. You know people love to buy from businesses that care about the environment. So, you push some positive environmental messaging in your marketing but are hit with backlash!

People claim you’re greenwashing (making false or inaccurate environmental claims), so you go into crisis management mode to back up your claims and restore your ethical reputation.  

From a marketing perspective, it can be a great strategy to discuss your ESG values, but it must be done honestly and ethically to avoid coming off as inauthentic or untruthful. 

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research phase - blog post

16 Tactics to Help Prospective Clients Find You in the Research Phase

When customers are in the research phase of the sales cycle, how will they find you? 

The research phase of the Buyer Journey is a stage that all customers will go through before making a purchase (we discuss this in greater detail in a previous blog post). It is a safe bet that many (if not all) of these customers are doing their research digitally. 
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user using tiktok for marketing - out-smarts blog banner

TikTok Marketing in 2020: How to Use TikTok for Your Small Business

When you think of the short-form video platform, TikTok, you may picture a teenager filming themselves doing a viral dance video. But dancing is just one of the popular forms of content being uploaded to the app that has taken the world by storm and is all over the news right now as we wait to see if it will be banned in the US or bought out.
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Mug with text "what good shall I do this day"

Why Social Responsibility in Marketing Matters

Sustainability, business transparency and employee security – these are just some examples of how businesses operate with social responsibility in mind. 

In the modern world, business operations are moving beyond the traditional value proposition of offering quality products at an affordable price. A global study shows that 86% of consumers believe that companies should take a stand for social issues. Out of this number, more than half stated that they were ‘very likely’ to purchase a product based on a company’s commitment to exercise social responsibilities. Today’s consumers (especially millennials) are more conscious of the brands they support. 
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Brilliant Summer Reads for Entrepreneurs

Summer’s in full swing, and it’s the perfect time to get caught up on a little business reading. Are you looking for entrepreneurial inspiration and not sure what to read next? We reached out to our influential colleagues to find out about the business books they are enjoying this summer.

Read on to be inspired by the books our B Corp Founders, Digital Marketing Influencers,  partners, and our staff are reading right now. 

Great Summer Reads for Business

The Checklist Manifesto, by Atul Gawande

Suggested by Denise Taschereau of Fairware Promotional Products

‘”It’s a short and compelling read on how something as simple as a short checklist can solve problems and workflow issues. Needless to say, we now have workflow and process checklists at Fairware to try to minimize common mistakes.”  – Denise Tashereau
 
About the book
“Atul Gawande shows what the simple idea of the checklist reveals about the complexity of our lives and how we can deal with it.”
 

The War of Art: Break Through the Blocks and Win Your Inner Creative Battlesby Steven Pressfield

Suggested by Mari Smith, Facebook Guru
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How to Use Google Grants and AdWords for Non-Profits: Important Changes You Should Be Aware of in 2018

Did you know that Google offers ad grants for non-profit an charity organizations in Canada, allowing them to run their AdWords with a budget of $10,000 per month? If you run a charity or non-profit, this is something you have to take advantage of – it’s free advertising and drives targeted traffic to your site (if you set it up right!).  

  • First, you need a Tech Soup account  and registration – which verifies your non-profit status and eligibility
  • Once that is approved, you can then set up your new Google account and apply to manage your grants ads.

Google Ad Grant Changes for Non-Profits

Over the years, 35,000 non-profits have set up Ad Grant AdWords accounts, and it has been a popular offering, but recently though, Google has been rolling out a slew of changes that govern how ads are set up in the Grants program.

Out-Smarts: How to Use Google Grants and AdWords for Non-Profits: Important Changes You Should Be Aware of in 2018
How to Use Google Grants and AdWords for Non-Profits

I am guessing these changes are because many organizations were lax about maintaining their ads –  setting up accounts, campaigns and groups and then not maintaining their accounts well or keeping up with the new features Google has rolled out over the last couple of years like ad extensions. It could also be because some non-profits didn’t set up their accounts properly in the first place (for example not using geographical audience targeting).

As a result of these changes which were announced in December and went into effect earlier this month, non-profits are scrambling to review their ad campaigns and make them compliant – if they don’t, they risk having their ad account cancelled.

The good news is that there will no longer be the USD 2 ad bid cap which means that non-profits can bid more competitively and show up higher than ever before. There are some caveats though.

The New Google Grants AdWords Rules for 2018:

  • The two dollar bid cap has been removed
  • Advertisers must use maximum conversions bidding – this automatically sets your bidding so that you maximize the conversions of your campaign given your budget (for non-profits that about $333 per day). This means setting up conversions on Google and tracking them using two snippets of code that get added to your site and to the page you want to track.
  • Advertisers must use geographical targeting aka geo-targeting – this simply means that your ads must be targeted to your geographic area and not blanket targeted to broad geographical areas where you don’t operate.
  • Each campaign must have at least 2 Ad Groups that are live.
  • Each ad group must have at least 2 ad variations running.
  • Each ad must have a minimum of 2 site link extensions – site link extensions are links and titles that show up below your ads highlighting important aspects of your business and encouraging people to click through to specific web pages on your site.
  • Your account must show a CTR of at least 5% or your account could be cancelled. This is the rule is the one that everyone is panicking about, but if your campaigns are set up properly with keywords that are tight (specific to what your non-profit does), and you’re not bidding on words that don’t relate to your ad text, you should see your CTR increase.

Ten Tips to Help Non-Profits Comply with the Google Ad Grant Changes:

  1. Have specific campaigns for each component of your non-profit business using specific keywords, both in the keywords themselves and in your ad text and landing pages.
  2. Stop using keywords that are too generic – low-quality keywords.
  3. Conversely, don’t have ad groups that only have one keyword.
  4. Work to create better, target keyword centric ad copy.
  5. Make sure that your landing pages map back to your ad campaigns and groups and that everything works as it should on the page so that visitors convert once the land on your site.
  6. Set up conversion tracking and make sure that you are tracking conversions after people click through to your site.
  7. Use Google Analytics to understand campaign traffic, keywords that are driving visits from people who engage once they land on your site, and bid adjustments.
  8. Don’t use keywords that mention your competitors or other companies.
  9. Implement your changes now, if your CTR is less than 5% for two consecutive months your account could be suspended.
  10. If you don’t have the expertise in-house to make these changes, or the budget to hire experts then consider switching to AdWords Express.

Google Grants can be a great asset to a cash-strapped charity or non-profit organization. Done right, your campaigns can drive targeted traffic to your site, but your site has to deliver too. It is worth taking time to create great landing pages that convert once your visitor lands on them.

If you’re one of the non-profits that have neglected their campaigns over the years, this is the perfect time to restructure them and to take advantage of some of the great enhancements Google has been rolling out recently.

If you are concerned about your non-profit ads and don’t know where to start, we’d love to review them for you and make some recommendations. Get in touch with us here.