SENTINEL
Services we provide:
- Discovery
- Strategy
- UX/UI design
- Website development
- Kentico implementation
About Sentinel
Sentinel is one of the largest employee benefits providers in the Northeast with 4,000+ clients and more than 250,000 plan participants. Sentinel partnered with SilverTech for their website redesign to accentuate their competitive advantages to other providers and strengthen brand messaging and company culture online. Additionally, they wanted to highlight Sentinel as a one-stop-shop benefits provider for employers and employees. Sentinel sought SilverTech’s expertise to create an experience geared towards the individual including storytelling elements through iconography, lifestyle-type imagery, and testimonials on their website.
The Process
Sentinel chose SilverTech’s recommendation of Kentico for several reasons. What appealed most to them was the easy-to-use interface for content editors, the ability to tag content clearly and effectively for multiple user groups, varied ability levels/place in the sales funnel, and the platform’s marketing automation abilities. Since the main goal of this website redesign was to create lead generation, the power and customizable functionality of the Kentico CMS coupled with the easy-to-use personalization and marketing automation features was a no brainer for Sentinel.
The Challenges
SilverTech faced several challenges throughout working on this project. One of the pains of Sentinel’s old site was that the homepage was difficult to use, asking users to act before understanding who Sentinel is. The new website clearly communicates the Sentinel brand before asking users to act. Another challenge that SilverTech faced was placing educational materials and related resources in a location and manner on the website that would be the most beneficial to users. This would make it easy for users to find information on their own and eliminate the need for Sentinel to send users direct links to the information. Sentinel loves the new website and SilverTech was able to address all the challenges of the old website.
RESULTS
Google Ad Campaigns Are Changing
By: Lindsay Moura | 9/27/23
Technology is always changing and evolving. Google will be making some changes to their ad campaigns. Starting in October 2023, Discovery campaigns in your Google Ads account will automatically be updated to Demand Gen campaigns.
What You Need to Know
Google will automatically transfer your Discovery campaign settings, budget, and performance stats to Demand Gen. The functionality in Demand Gen will be identical or comparable to the functionality you are used to. Once your campaigns have been updated you will receive a notification from Google in your ad account.
New Benefits of Demand Gen Campaigns
While Demand Gen will have all the benefits you are used to, there are many new and improved features for more robust campaign management and more optimal results. Here are the benefits you will get from these new Demand Gen campaigns:
- Expand the impact of your ads by reaching up to 3 billion active users.
- Personalized ad messaging that tells the right story to the right audience.
- Leverage the power of AI (Artificial Intelligence) by measuring the full impact of your campaigns and making real-time data-driven optimizations to convert users, bid more efficiently, and optimize the traffic coming to your website.
Understanding the Types of Google Campaigns
With so many campaign-type options and the constant changes from Google, it can be tough to know which to leverage and when. For example, this new Demand Gen format may sound similar to Performance Max, but they have some key differences. Demand Gen is precisely that, with the goal of creating awareness and demand for your product or service whereas Performance Max is meant for lead generation and conversion. Here's a breakdown of the key campaign types:
| Search | Performance Max | Demand Gen | |
| Use To: | Maximize performance across Google Search | Maximize performance across all of Google’s channels and surfaces | Generate demand and deliver business results on Google’s most visual, entertaining surfaces |
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For more information on Performance Max and examples of how they have been used successfully, check out this blog post.
If you need help with the right Google advertising strategy, contact our digital marketing experts today.
Categories:
Marketing