Author: JarodLatch

Google Adwords originally was developed to share “sponsored links,” but many businesses are missing out on the valuable addition of using video with AdWords. Using video ads allows you to engage and entertain possible customers on websites that partner with Google. It’s a “pay per click” system, meaning you only pay when someone clicks your ad as a result of a related search within their search engine.

While there is a lot to learn about Google Adwords, here’s some information about how this service could benefit your company in 2014.

It’s easy to get started!

It’s simple. All you have to do is create an account, upload your video ad, choose the target audience that’s right for you and you’re already targeting new customers!


When you consider that YouTube is the #1 video website and the second largest search engine in the world, it’s safe to say the audience is there. They’re already watching these videos, and currently other people’s ads! Why not yours? Find the exact customers you want by targeting them specifically by keywords, demographics or topics.


You can customize your ad to fit your personal needs. AdWords works with TrueView which provides multiple formats for you to pick from.

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One of the most attractive features -which we mentioned earlier- is the pay per click system. This means your never throwing money at advertising and crossing your fingers that people will see it. You ONLY pay when your targeted audience chooses to watch your ad. Another great aspect is those who aren’t interested can save you money by skipping your ad instead of sitting through it.

Advantage of video

Video has proven to be one the best ways to capture an audience by delivering a more engaging experience. AdWords gives you the option to be authentic and personable with your customer base. After all, who knows your business better than you? Describing or demonstrating your product or service is much more effective than detailing it in a paragraph.

Track your progress

You can easily track your success by using the provided analytics to see views, clicks, costs and more. With this powerful information, you can make decisions on which video ads are the most successful and which ones you may want to pull.  Contact us here at Spiracle Media if you have any more questions about Google AdWords with Video and if you need help producing a video.

During the initial phase of a new job or onset of a significant task, treating it like a rookie is a natural and essential part of the process. It’s a time where you’re exposed to new people and ways of doing what you may or may not have been exposed to in the past. Your ambition and willingness to learn is a strong indicator of how well you will succeed.

More than ever, the ability to adapt is crucial when it comes to succeeding with technology. At Spiracle Media, we’re always looking to stay ahead of the game when it comes to online tools, video and strategy that lead to phenomenal results when reaching the target audience. That’s where continual evaluation comes into play. The ways of yesterday may be extinct tomorrow or at the least lose their shine. It’s an obvious concept, but one that takes focused effort to combat.


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First, don’t get stuck in your ways. There are always new pieces to add to the puzzle that will assist in reaching the goal. It’s critical to evaluate and  re-evaluate on a consistent basis. Make it part of the routine. Understand why things happen and realize that your ways are not always the best ways despite getting the desired result.  The bar of evaluation should be unreachable.

Second, social media and video are introducing new tools every day. Some are relevant, while most probably won’t make a difference in what you’re trying to accomplish. However, having a basic idea that those things are out there is a must. What’s in demand? Who is using them? Is there a correlation between these tools and our efforts? After that, you can weigh whether it makes enough sense to slightly change direction.

This all ties back to the attitude of a rookie, but not just any rookie. A rookie that takes pride in further education and consuming information that doesn’t completely consume, but adds to your productive knowledge base. One of the biggest pieces of advice that I can throw out there is don’t be afraid to experiment and try new things. Easier said than done especially when things are working fine. I get complacent just like the next person and stubborn to new ideas once and while. But overall, I am up for a learning experience. It should be an exciting process as the things you are testing today will be in play before you know it.

Treating it like a rookie will keep your ideas and your actions fresh. You will naturally want to learn and that’s a powerful thing. Don’t get complacent in who you are and what you are doing. Remain productive at all times.  A good summation of that concept is found in this quote by John P. Kotter, “A higher rate of urgency does not imply ever-present panic, anxiety, or fear. It means a state of complacency is virtually absent.” Complacency might not lead to ultimate failure, but it will certainly be a failure in utilizing your talents and abilities to maximum capacity. Treat everything like a rookie!


I’m sure you’ve seen it. It seems like everyone’s seen it.

The marketing masterpiece put forth by Westjet airline right before Christmas.


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Their new ad shows a virtual Santa wishing families a merry christmas as well as taking gift requests from kids and parents. While it’s apparent most adults interact with the system for the smiles brought to their little ones faces, they still reveal some significant presents they would enjoy.





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You learn later that Westjet employees are listening to all the requests and making their best efforts to grant the wishes of the their customers. The truly magical part happens when the travelers are standing around the conveyer belt expecting to pick up their luggage and are shocked when the very presents they wished for just a few hours previous are circling the belt, perfectly wrapped, addressed specifically to them.

So why did this work so well? Why did everyone want to share this on their news feeds which in turn propelled the video to over 30 million views?

They did 3 things right.

Tugged on heartstrings

Videos containing people’s reactions toward unexpected gestures will always be popular. It’s proven time after time when a love story with a twist happy ending enters the theaters or when a well thought out proposal video is posted on youtube. People want to watch them because these videos emotionally grab them and draw them into the story. More importantly though, they want to SHARE it with others who they know will enjoy it as much as they did.

 Be as creative as possible

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When you take an unexpected gesture and add in an innovative creative touch, you’re well on your way to making people smile. Thinking outside the box is a crucial element Westjet considered when creating something special for their customers. Chances are that most people who watched their video had never seen an airline make christmas wishes come true the same way Westjet did. This may be the hardest part of the whole process. Coming up with something new, creative, and heart-warming is no easy task.

 Don’t set your expectations too high

It’s pretty safe to say Westjet didn’t expect this video to reach 34 million views. I’m sure they considered the potential for this video to go viral when creating this experience, however they stuck to a smaller scale. They chose a small select group of their customers to surprise in order to provide them with a larger and more generous experience. They also strategically sent the video out to their customers announcing they would donate flights to the Ronald McDonald House once the video hit 200,000 views. 200,000- that’s was the goal. It’s a hefty number for most videos on Youtube, but it’s not a viral number by any means.

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An expert like John-Kurt Pliniussen, associate professor of marketing and innovation say this campaign wont wont increase the airlines sales much, but the brand will benefit overall. Pliniussen says, “Typically we shop, when we travel, on price – as opposed to brand,” said Pliniussen. “What they’re trying to do is say, ‘Look, if you travel, also consider the brand. Go to the WestJet site.’”

While there’s no formula for a viral video, learning from those who’ve accomplished it will make you more likely to succeed in your next endeavors. Whether your intent is to make a name for your brand and become more successful or just to get a laugh out of people, strategic thinking is important when trying to leave your mark and doing it right.

Author’s Bio: Craig Robinson is a professional writer for Qwaya, a technology company specializing in Facebook marketing. If you have more social media marketing questions, feel free to ask Craig on Twitter

A lot of marketers hear talk about constructing Facebook communities, and their minds instantly gravitate toward groups. First and foremost, it’s important to understand that groups and communities are different things. With a Facebook community, you’re looking at a wide and varied range of users, from fans and customers to everyday visitors and even critics.

Creating a community atmosphere will not only help you extend your Facebook footprint, but it will also help you keep a line of communication open with these many different individuals. The importance of a community cannot be oversold here. You’re not the head of it; you’re not in charge of it. It’s simply an organic community built using your brand’s openness and willingness, wherein channels remain open and healthy relationships are fostered.

Constructing such a community is a long and ongoing process for any brand. But, of course, one must get started somewhere if one hopes to be a participant in such a community.


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Community-Building Tips for Facebook Marketers

1: Be Open to a Community

The first thing you have to do is actually be open to the idea of participating in a community. Not every business finds this appealing. Some just want to sit behind their computer screens, playing the big boss, and dictating terms to their fans and customers through material they release. Others, however, want to participate in the social experience and want their brands to grow and spread. Being open to the idea of a community is the first step in making this a reality.

2: Be an Open Brand Presence

Approaching Facebook from a technical standpoint, you undoubtedly have some Facebook software, a few analytics hubs, and a good idea about how to approach your advertising and your posting habits. But as a brand, you need more than technical know-how to achieve a real community. You need to be open as a brand to the idea of letting people get a look at the person/people behind the screen.

Posting photos of events, providing some personal information, speaking with people informally, mixing in personal and humorous material with your business-specific stuff – this all helps to foster the community atmosphere. It works to build a real social network and not simply a one-way advertising service.


Screen Shot 2013-12-16 at 2.26.42 PM3: Be Willing to Reach Out

 A community in this context is completely voluntary and completely organic. It’s not like you ask people to join a community; it’s more or less a feeling of comfort and trust with open lines of communication. For this, you should be willing to reach out to people. Let your fans know that you’re open to communication by speaking directly to them. You can create specific material that thanks your fans. You can consistently ask people if they have any problems or need any issues addressed. You can ask for suggestions about how to improve your page and your overall brand. Being the one to reach out to people puts the ball in their court.

4: Be Engaging 

Any Facebook marketing strategy worth its salt is going to require a lot of engagement. You shouldn’t only engage with people in order to increase your fans and profits. You should do so to build your community. Running a sweepstakes might be a great way to attract a lot of new fans and leads, but posting questions, puzzles, tests, and other interactive items is a great way to keep people hanging around your page for fun.

When people are enticed enough to spend time on your page, they start to spread the word around. Being the proverbial hangout, if only for a few minutes a day, creates much more of a communal atmosphere.

5: Be Creative Yet Focused 

It takes a little bit of craftiness to build a community while still marketing the way you want. After all, you’re not in this for sport. You want the community to serve multiple purposes. You want to build brand trust and overall loyalty, but you also want fans to stay fans and to become customers. So this is where your creativity comes into play. You need to stay focused on your business goals while being innovative enough to launch noninvasive promotions and ads to lure people in.

In other words, you want to advertise to people and get them into your sales funnel without making it seem overt. Mixing in a contest and building leads from members of the community will help you separate your business, so to speak. Off-site, you will communicate via email and/or mobile messaging with leads. On-site, you can keep things social and not so much in the business realm.

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6: Be Cordial 

Politeness is truly a virtue on Facebook. You’re going to encounter people who are brash and rude. You’ll run into people who just want to spam other members via the comments section of a post. And you’ll inevitably find that some people want to trash you and your brand.

Never engage with these people at all, unless you’re being polite. “Please” and “thank you” are words that you need to keep on the ready. And when things start to get too out of control, remove people for the good of the community. Yes, it’s a little dictatorial, but you have to operate a polite atmosphere.

7: Be Patient

It’s impossible for a great community to be built overnight. It’s going to take some time. The best thing you can do is stick with your engagement tactics, your quality posts, your ad campaign, and be a cordial, inviting, personal brand. It may sound trite to say that the rest will take care of itself, but as long as you’re walking that line and doing things correctly, the community really will grow itself.

Having a large, strong community of solid fans participating with your brand in an open manner will help you greatly increase your reputation, your recognition, and your reach. Not only will you pick up more fans and customers, but you’ll also be able to save money on advertising and other costly methods. Building a thorough community will greatly help your brand thrive.


To put it simply, it means that the rise of mobile Internet is among us. Business Insider reports on how fast the growth in YouTube’s mobile traffic has been over the last few years. It’s at 40% by the end of 2013, and “[t]hat’s up from 25% in 2012 and only 6% in 2011.” That means there’s no stopping the trend of people reaching for their smartphones and tablets to view content instead of their laptops.

The mobile Internet phenomenon has invaded nearly every popular online space. More people than ever are using their smartphones and tablets to engage on Twitter, Facebook and even Pinterest. Since so many people share popular videos from YouTube on their social media sites, it just makes sense that people are also viewing those videos from the same devices.

Your business may already incorporate mobile marketing as part of its overall marketing strategy. You may include QR codes in print media and offer exclusive content to users who scan the code with their smartphones. Or maybe you have bought ad space on third-party apps like smartphone games and more.

If mobile marketing works for you, you should consider incorporating YouTube into your marketing strategy. Here’s what you should do:


Create a branded YouTube channel

Use YouTube’s new One Channel layout to get the most out of YouTube for your brand. With this type of branded channel, you can create an icon and incorporate other art features that make your channel another way to showcase your brand. Then, upload a trailer that non-subscribers can view when they first visit your channel. Your YouTube channel is your business’ way to display and house all your unique video content.

And YouTube channels aren’t just for entertainment companies. Even tech companies like Verizon FiOS have created a YouTube channel with an engaging layout and interesting content. For instance, their #fiosfootballgirl series on their YouTube channel highlights an adorable and funny love of sports by a cute little girl.


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Optimize videos for mobile users

Remember that the videos you post on YouTube will be viewed largely by users on their mobile devices – their smartphones and tablets. Therefore, you should make sure you create videos that will be pleasing to watch on these types of devices. Make sure you include a link back to your company’s mobile-optimized site at the end of each video with a call to action.

Your video production team should think about how screens are typically smaller on these devices, so there’s no need for super-high-definition videos on such a small screen. Also, since mobile devices are extremely portable, viewers may be watching your videos away from fast home Wi-Fi. Keep the load times short so viewers are more likely to stay and watch the whole show.


Use mobile YouTube ads

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Just like the mobile ads you may have within third-party apps, think about using YouTube mobile ads, as well. Bid on the keywords you need to make sure your YouTube ad is finding the customers you want and need.

Use YouTube’s “TrueView” mobile video ads. These ads may seem like they aren’t as beneficial since customers can choose to skip them to get to the video content they searched for. However, Business Insider reports that “YouTube’s mobile ads are 3 times more effective if people are allowed to skip them.”



Michelle Smith is a freelance writer with a focus on social media and marketing. She can be found typing away on her laptop in sunny Boca Raton, Florida. Michelle welcomes your feedback via email.

With a limited budget, it’s vital that every penny spent on marketing is spent wisely. Here are some tips to guide you in the right direction for the new year!

Website architecture —Yes, a well contracted website is consequential to your brand’s image. It can either draw people in or scare them away. In order to make sure you get this right, consider hiring a professional to help you design and create your prefect site.

Collaborate- Put together a group of  non-competitive businesses in your area and agree to cross-promote. You can use coupons, fliers, bundled promotions or social media platforms. By working with each other, you can reach a whole new pool of customers because you’ll have access to a new list of contacts.

Know your market.
Your marketing strategy will never be successful if you do not have a clearly defined audience. Save money by waiting until your target audience is decided on before you spend valuable marketing dollars. If you know your product or service, you should be able to figure out your market pretty simply. Ask yourself a series of questions like, who will be most interested in your product? What is their age group?  What is their likely financial situation? As soon as you figure out who they are, it’ll be easy to know how and where to find them. Take your time during this phase of your marketing strategy. It’s crucial to give it a lot of thought if you want your marketing dollars to go far.

 Customer Loyalty– A top priority for a small business should be attempting to gain new customers. However, it’s very important to treat your existing customers with as much enthusiasm and respect as you did when you first met. Creating a sense of loyalty will make you stand out from your competitors simply from word of mouth. Invest some money into these customers by doing something thoughtful for them. A simple gesture such as a discounted rate after a period of time, a holiday card, or a happy hour on occasion will help them keep you at top of mind.

Sponsor a local event or charity. Becoming active in your community is one of the easiest ways to self promote. Not only will you gain notice, but it really does make you feel good to support your community. Plus, everyone benefits — you, your staff, your customers, the people you sponsor and, of course, the community at large.


The concept of reach is completely different between Social Media and Email. In social media we usually talk about “Potential Reach” to refer to the number of followers. That’s just the number of Page Likes (Fans) but your content only reaches a small fraction of that. Granted, email is only opened by a fraction of subscribers, but here’s the difference, the actual message will reach its destination, s/he then has the option to not read it.  


There are more than 3.2 billion email accounts today and by 2016 that number will reach 4.3 billion. 95% of online consumers use email and, 91% check their email at least once a day. Email is a business minded medium. It’s where people receive important and necessary information on a  daily basis in order to preform their jobs correctly. With this in mind, its a no brainer that people are going to check their inboxes all day long. So why not throw your name into the mix? Your message is guaranteed to be delivered, unlike social sites where only a portion of your followers see your posts. Even if they chose not to read it, you succeeded by familiarizing them with your name.


“Email” and “engagement” don’t exactly go hand in hand. However, you should consider that your audience can forward your email to friends, click on your links to view more information, access their personal accounts, update subscriptions, visit and read your blogs, post to your Facebook page and follow you on Twitter – all from one email you send out. Email marketing works more efficiently because you are sending out targeted messages to the right audience, which can be based on their preferences, location, local market conditions and other influences. Make sure you aren’t sending these from a no-reply address because that defeats the whole purpose.

email-links-for-social-networks1 Integration

The beauty of all this is that email and social media are intertwined. There are numerous benefits that come from sharing your social sites through your email marketing.  One is connecting with your audience. Each social network allows you to connect with your contacts in a slightly different way. Another is to grow your email list. As more and more people receive your emails, the more chance you have of gaining new subscribers. This will also help extend the potential reach of your emails. As people share your emails, your brand gets more exposure and more potential for opens, clicks and conversions.

homescreen_jpeg Mobile Access 

Considering that email is the top activity on smartphones — ahead of browsing and even Facebook — you have a huge opportunity to reach people with your email marketing messages via the devices they are using most often. Litmus observed that 66% of Gmail messages are opened on mobile devices. When it’s obvious that over half of your consumers are using these devices, Email becomes the perfect marketing tool to grab their attention with. In order for this to be the most effective, make sure your content is mobile friendly!

Make it your own

Emails are a blank canvases. You have the opportunity to engage your clients by making personalizes suggestions that will benefit them moving forward. Every promotion, news update, reminder, etc. can be personalized based on their preferences, location, local market conditions and more. To top it off, take advantage of the opportunity to create a signature look and tone of voice to your messages. This consistency will help your customers begin to develop an idea of the brand image you’re trying to create.

Effective marketing strategies are ever-changing. They constantly need to be modified based on the changes and development in media and communication. Considering 2013 is quickly coming to an end, make the most of your business in 2014 by taking into consideration a few trends.


 Social Media will be a MUST.

Social media will move from “maybe” to “definitely” in 2014. It will no longer be considered just a free promotional tool. It’s becoming increasingly important to incorporate social media into a company’s overall marketing strategy. It helps broadcast the message, keeps customers engaged and allows for a well rounded relationship between a business and customer. When developing a marketing strategy for 2014, social media will help strengthen your relationships but it will also give you direct access to notify your fans about events, rewards, perks, etc. We’ve seen this year that social media is a conversational marketing tool that if used correctly, can take your brand to a whole new level.

Mobile Madness 

We all know that people use their phones all day long. Over 1.2 billion people access the web from their mobile devices. They email, text, post, search and more. With this being said, the chances of someone stumbling on your site through a mobile device are very likely. According to Google Insights, 77% of mobile searches are done in a location, work or home, in which a computer is readily available and 61% of people have a better opinion of brands when they offer a good mobile experience . These statistics prove how crucial it is to make sure your site is mobile friendly.

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Think images

Consumers respond well to engaging visuals. The consistent trend in 2013 of sharing images (and video) has been growing and visual content is becoming an increasingly important part of any solid content strategy. Image-based social media sites like Pinterest and Tumblr are likely to grow requiring businesses to become more savvy about sharing photos on their websites and blogs. The number one concern is to consider what your consumers respond to as we move into 2014.

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 Think video

Video is key when developing a marketing strategy. It’s the easiest way to deliver your message to a enormous amount of people for a small amount of money. With all the social sites catching onto the video trend, micro video will continue to rise in popularity. We’re seeing more movement toward user generated video sharing through smartphones.

Cisco predicts 85% of all internet traffic in 2015 will be video so it’s safe to say video and social media will continue to grow. As far as brand videos go, engagement is the main concern. Number of views is always important but the focus is shifting away from that number and more towards the levels of engagement with the viewers. Brands are now concerned more with whether or not their messages are impacting their consumers positively after they’ve viewed it rather than being focused only on the number of those who have seen it.

What are you changing moving into 2014? Let us know in the comment section below!


75 percent, that’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. Not to mention all online video users are expected to double to 1.5 billion in 2016.

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If you’re not using video marketing, you’re missing out on a huge market opportunity. According to ComScore 89 million people in the United States are going to watch 1.2 billion online videos today. When you post an online marketing video to a business website you can attract numerous leads. You could spark the interest of future talent, attract business from a potential client in need of your services or develop a new important contact. This is an easy way to quickly showcase what you have to offer. Video is a great way to get your elevator pitch out into the world and allow it to bring leads to your doorstep.

A huge advantage of video marketing is that it allows you to reach millions of people within a short time without spending a large chunk of money. The benefits for your business could be enormous. There is no other form of marketing that can offer such impressive results at such a low price. Some argue that video may be the most effective way to get a message across. This is because it appeals to multiple senses. The use of sound engages the viewer while the images evoke feelings and drive home the central theme. It also requires less attention to retain the information when you’re watching a message opposed to reading one. Use of audio visuals helps gain the trust of the audience as they understand that it takes time and effort to produce the messaging. This shows that you care enough to put serious time into your marketing efforts in order to create a positive overall impression or impact.

Another advantage video provides is the amount of time it keeps viewers on your website. Your audience is more inclined to poke around after being impressed by an informative video. They’re likely to remember your site if they remember your video. With all the different social media platforms today, it’s easy to distribute links to your videos as well. Greatly enhancing the sharing potential is the fact that 92% of mobile video viewers share videos with others. If your videos live on your website, this enables the opportunity to engage with hundreds or even thousands of customers.

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Video marketing is essential for success and will most likely lend to more exposure over time. Ad campaigns die out and are constantly in need of a new approach. The opposite has proven to be true with video. The right marketing video can continue to bring you new leads and interest for years to come.


Everyone is talking about the recent Google headlines. They all range from something along the lines of “Hummingbird -Google’s biggest change in years,”  to “Algorithm adapts to the new age.” So what exactly does that mean to the average Google user? We’ll break it down to explain pretty simply what this change really entails.

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Google Hummingbird allows for much more complex searches to be understood by the search engine.

Previously it would pick out keywords from your entry and deliver your results that way. Now you can enter, “What services does Spiracle Media provide in Charlotte, North Carolina?” The new algorithm takes the search query data, understands it, links it, retains it and then answers it through the Knowledge Graph. More naturalistic or ‘conversational’ search terms are now more important than ever. There is now far less focus on individual keywords and more on their collective meaning.

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Another change to take advantage of  is the comparison feature. Previously when you were trying to compare two different products or services you would need to conduct two separate searches. After your searches were complete you would have to manually list and decipher which option was the best choice for you. Hummingbird allows Google to be a Comparison Engine and do the work for you in one search and half the time.  “White bread vs Wheat bread”, for example brings up a comparison chart of the nutritional facts of both breads. More complex search queries, once they’re understood, provide greater data to Google search that can be used to widen and deepen the search results.

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With the switch to Hummingbird, it’s obvious that the search is getting smarter. This change affects 90% of searches worldwide. Businesses that used to rely on simple keyword strategy to rank in search will find themselves re-thinking their strategies, especially since Google has quit reporting keywords in Google Analytics making it very difficult to create a SEO strategy around them.