Goodway Group Ranks Third on Ad Age Best Places to Work 2021 List

With a fresh new year comes an exciting new distinction: Goodway Group just ranked third on the Ad Age Best Places to Work 2021 list of marketing, media, advertising or ad tech companies with over 200 employees.

Ad Age produces the Ad Age Best Places to Work competition, now in its third year, in conjunction with Latitude Research. The final results were tallied based on the findings from two surveys, a company questionnaire and a confidential employee questionnaire specifically designed to capture how a company performs in the following areas that matter most to employees: company culture, company environment, employee benefits, employee development, employee engagement  and employee perks.

Goodway’s top marks in the above Ad Age key scoring categories were what separated us from other well-known media agency and digital company contenders to go on to achieve one of the highest numerical scores on the list.

Why Goodway Was Chosen as an Ad Age Best Places to Work 2021 Top Scorer

“From the challenges of the pandemic and a recession to the opportunities to stand up for social justice, diversity and inclusion, 2020 was a remarkable year for the advertising industry,” said Dan Peres, editor-in-chief, Ad Age. “Amid all of this, the Ad Age Best Places to Work winners went above and beyond in supporting their employees and communities.”

For over 13 years, Goodway has been a remote work leader. When the pandemic hit, fortunately we were already structured to not miss a beat in a new world where working from home became the norm. So we assumed it was our remote work expertise along with our robust employee benefits and perks that propelled us to the top of the Ad Age Best Places to Work list.

Yet, Ad Age said those weren’t the deciding factors. What gave us the edge? It was how we put employees first during a tumultuous year. But this was no different than how we’ve operated for over ninety years: We’ve always succeeded by caring about one another and treating employees like family.

“When advertising revenue dropped in early 2020, we were really torn about how to keep our people and our team together,” Kandi Gongora, our VP of people and organizational development, said. But the solution quickly became clear. To ensure our entire team stayed intact, all our 371 employees, including our two owners, took temporary pay cuts to ensure zero furloughs or layoffs. The goal was Goodway would pay back every penny as long as it met its reduced annual target for the year, and we  accomplished this by early December 2020. Not only were we able to pay our staff back in full, we also were able to return pay levels to normal.

In addition to keeping the team together in 2020, Goodway implemented new programs to boost employee morale and support as we navigated a remarkable year. Here’s a look at a few:

Voluntary Employee-Funded Financial Assistance Program

Goodway established a fund to offer employees confidential financial assistance for needs both large or small, such as supporting family members who lost their jobs or taking care of sick pets.

Respect, Inclusion, Support and Equality (RISE) Initiative

We respect our employees and are committed to workplace diversity and cultivating a culture of inclusion and belonging through our everyday practices to continually move Goodway forward. “As a family business, we want every person at Goodway to feel like they are part of the family,” Kandi said. “Since we are remote, connections are really important, and we saw this even more so during 2020. We strive to support our team members, enabling everyone at the agency to perform at their best while creating, fostering and preserving a work environment where everyone feels welcomed and heard.”

Community Resource Groups

Our community resource groups give employees the opportunity to share different perspectives and ideas, build skills for further growth and development and explore special interests by participating in cooking and crafting tutorials, fitness and meditation classes and more. For instance, to help working parents strike a better work-life balance during the pandemic, Goodway even offers company-led virtual childcare, tutoring services and kid-friendly events.

Goodway Cares

Through our nonprofit Goodway Cares, we were able to give back to the less fortunate who were rocked by the effects of COVID-19 by donating to a variety of causes close to our heart.

Front and center at Goodway will always be our people, and that’s why we’ll always lead the pack when it comes to continually strengthening our supportive work environment and unique company culture, within the U.S. and now internationally too. Interested in joining Goodway? See what else makes us different. Check out our job opportunities and apply today.

Optimize To Those Primed To Buy With Amazon Advertising

Brands who have online stores often face the challenge of choosing between focusing on lower-funnel channels to acquire in-market consumers, or on spreading awareness to create new followers and drive interest. With Amazon Advertising, you can get both!

Through Goodway Group’s agreement with Amazon and our award-winning holistic advertising strategy, these brands can access the platform’s entire ecosystem to seamlessly promote their message as customers discover, research and purchase online. Not sure where to start? Don’t worry; we’ve got you covered. Check out our top four tips for harnessing the power of Amazon Advertising below or download our full online retail advertising playbook to get even more digital advertising insights.

1. Get found with Amazon’s sponsored ads

Amazon knows what shoppers are in the market for. Take advantage to get in front of customers when they are searching for products like yours on Amazon and drive the results that matter most to your business. Amazon’s sponsored ads are triggered by shoppers specifically searching for your product or similar products.

Remember, seven out of ten Amazon customers never click past the first page of search results, and the top three items displayed in the search results account for nearly two-thirds of all clicks according to Search Engine Journal. So promoting your products through Amazon Advertising’s sponsored ads is vital to generating conversions. That’s why we recommend brands who have online stores use Amazon’s sponsored ads as part of their evergreen plan and ramp up with additional budget during peak holiday seasons to drive sales among the highest-intent users. Increase product visibility with ads directly in shoppers’ search results, and you’ll be on your way to driving more lower-funnel activity.

Why partner with Goodway for your paid search campaign?

With Goodway’s full-service solutions, our experts deliver ongoing innovation and performance at every step of your paid search campaign, from planning to optimizing to reporting. Plus, our relationship with Amazon means you get access to new betas, advanced tools, training programs and more. Don’t just take our word for it! See how we helped our client achieve a Silver Global Search Award for Best Local Campaign Pay Per Click (PPC) at the 2020 inaugural Global Search Awards.

2. Power you programmatic campaigns on and off Amazon’s site with Amazon’s DSP

On average, U.S. consumers own eleven connected devices per household including seven smart screens, according to a recent Deloitte study. Since your customers don’t browse, research and buy in a silo, why would you spend your ad dollars that way? Using Amazon’s demand-side platform (DSP), we can buy all your digital inventory [including desktop display, mobile, video and over-the-top (OTT) ads] programmatically at scale for seamless cross-device coverage on and off Amazon’s site. And you don’t need to sell products on Amazon to use its DSP.

How can Goodway help you get more out of your programmatic campaign?

Our experts can help you leverage Amazon’s audience solutions across hundreds of retail categories to reach your customers wherever they are shopping. Plus, our partners get best-in-class human intelligence and leading machine learning tech layered on top of the DSP’s algorithms for enhanced performance.

3. Don’t forget to add Amazon’s data-driven audience targeting to your cart

For most people, online shopping equals Amazon. It’s the world’s largest online retailer with consumers ordering items from Amazon 6.5 times per month on average – more than any other online marketplace – according to Wunderman Thompson research. Meaning its millions of shoppers leave behind a valuable trail of information about themselves, creating a treasure trove of data that can enhance targeting precision. So you can use a unique combination of your own first-party data and exclusive Amazon audiences to enhance targeting precision based on what users have searched for, viewed, subscribed to or purchased.

Why should you use a partner like Goodway to help you build a smarter data strategy?

Often when brands try to leverage Amazon’s data in-house, they layer on too many niche targeting parameters and end up limiting the campaign’s reach. Our experts know how to create audience segments that not only expand your customer pool but are also precisely targeted. Let us handle your data onboarding, matching and segmentation to expertly craft custom audiences for your brand.

4. Prove your advertising impact with Amazon’s advanced reporting and insights

Maximize cross-channel measurement and audience insights with all your reporting in one place! Amazon’s sophisticated measurement solutions help you gauge ad performance to know what’s driving results in your campaigns and optimize toward the most effective channels.

Because everything on Amazon is interconnected, marketers can capitalize on this reporting to build a custom holistic approach that leverages the best performing ad tools. With Amazon, you can experiment with a variety of tactics and optimize toward those that yield the highest return for your brand, but always remember to remain fluid enough that you can quickly adjust if consumer behaviors shift.

How can the right reporting insights impact your bottom line?

Working with Goodway also means your dedicated team constantly analyze audience overlap and attribution reports to better understand your customers, optimize your campaigns to where and how they prefer to shop, and identify new audience pockets for incremental sales lift. You get best-in-class human intelligence and machine learning tech at every step of your campaign, from planning to optimizing to Silver Global Search Award for Best Local Campaign Pay Per Click (PPC).

With today’s shoppers relying on Amazon for everything from toilet paper to school supplies, it’s crucial for brands to ensure consumers in the discovery and consideration phases can find your products wherever they do their research. Reach out to us to learn more about how you can get started with Amazon Advertising today or talk to us about how we recently ran an Amazon Prime Day campaign that doubled the sales benchmark for a nutritional supplement brand.