Google AdWords Introduces New Website

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Google AdWords new website design is more interactive, and places marketing goals in the center to help brands and business determine the best ads for their goals. The site also displays success stories and Best Practices to ensure that marketers and advertisers have access to all the information required for their campaign.

Google AdWords will now recommend the best way to drive action including store visits, web engagement, with all possible  ad formats such as the ones with store directions that can help people find your nearest business location.

Focused on different goals from driving store visits, web engagement, phone calls and app usage, the user-friendly interface features different ad formats. The site also features Best Practices for driving influence consideration and building awareness.

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6 Steps For Your Facebook Campaign For Holiday Season

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As per Merkle’s Q3 Digital Marketing report, Facebook drove 61 percent of site visits driven by social media in Q3. Here are six steps to planning your Holiday Season Facebook campaign.

Know Your Audience
Use audience insights to gain information about your audience so that you can target effectively. Understand the demographics, location, purchase behavior as well as interests, attitude. and Lifestyle.  With Audience insights, you can effectively tailor messaging for effective targeting.
Identify Your Key Audiences

Once you know your Target audience, you can create audience segments and effectively target segments with messaging that is most likely to resonate with each segment. An effective way to segment is to take an email list of your existing audience and use them as custom audience segmenting them based on their past purchases. You can also take existing audience and build lookalike audiences for your campaign.

 

Plan your Holiday Spend

Plan your holiday spend for different objectives. Facebook recommends you plan your Holiday Spend for Brand Awareness objectives to create an engaged audience for offers and deals. Start with a Brand Awareness campaign that builds awareness for your products. Later in the season, you may want to switch to Direct Response ads that target audience with promotions, deals, and offers for Cyber Monday, Black Friday or any other limited time promotion such as Coupons, Free Shipping or discount codes.

Retargeting

Add a Facebook Conversions pixel and Custom Audience pixel to your site for retargeting. Adding the pixels to your site can help you retarget the audience on Facebook- if they visit your site and do not make a purchase.

 

Optimize For Mobile 

Optimize your creative for Mobile, as during the holiday season as more than half of online shopping traffic is from  mobile. According to Facebook, “Use your time before the holidays to test your ad campaigns and creative on mobile and optimize your mobile web and app purchase experiences so that they align with an audience on the go. In addition, consider separating mobile and desktop campaigns, and set specific bids for each.”

Test Your Creative

Test your creative and ad formats prior to the holiday season shopping days. Test different creative and calls-to-action in addition to ad formats and creative, so that you can select the best performing creative prior to the holiday season. Include your bestselling products in the test, so that you are ready for the holiday season.

Here is a slideshare for different metrics for Facebook advertising:

 

 

Top Ten Tips For Promoting Your App For Cyber Monday

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Mobile App use continues to grow and in a  research published by Flurry Analytics, “From Q2 2014 to Q2 2015, the total population of smart devices measured by Flurry grew from 1.3B to 1.8B, a 38 percent year over year growth. Regular Users, consumers who use apps between once and 16 times daily, grew from 784 million to 985 million in the same period, a 25 percent increase. Super Users, consumers who use apps between 16 and 60 times daily, grew even more in that same period from 440 million to 590 million, a 34 percent increase”. According to Flurry Analytics, in 2014 overall app usage grew by 76 percent during the Thanksgiving, Black Friday and Cyber Monday.

Mobile App Install and Mobile App Ads on Facebook  are an effective way to promote your Mobile App prior to Cyber Monday to maximize on conversions for your Cyber Monday Campaign. Like Mobile App Install Ads, which promote App Installs, Mobile app ads help drive engagement and conversion for your app with ads that take users to a customized location within your app. You can also target audiences based on App Events that can target audiences for a certain action within the app. Targeting with App Activity where the user has taken a certain action such as Shopping Cart abandonment or Purchase os a certain value, can help advertisers create campaigns targeting frequent users of the app.

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Content Marketing Vs. Native Advertising

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Telling the difference between Content Marketing and Native Advertising may not be easy. Here is a summary of key differences that can help you understand how to choose the approach that is right for your brand.

For Content Marketing the goals are throughout the marketing funnel right from generating awareness to increasing conversions. For native advertising the awareness goal is of paramount importance.

Content Marketing

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Content Marketing deals with bringing informative, educational or entertaining content to users in the format that helps brands change perception, create awareness or increasing conversions in a way that content answers the queries of customers.

Content Marketing is also seen as a tool for optimizing content for Search Engines to improve your site’s page rank.

As a marketing strategy Content Marketing, provides long term sustainable value for clients where KPIs are linked to number of leads, shares and high quality links.

Content Marketing targets different audience personas with a story telling approach designed to answer specific queries.

Native Advertising

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Native Advertising follows the natural form and function of the user experience, characterized by special ad format. They follow the editorial guidelines of the publication, to make the brand content seem like an editorial.

Designed to look like the editorial content they appear in the users direct reading flow and do not disrupt the user experience.

Designed for the native flow the ads are labeled  as “sponsored” or “ad”. The ads tend to be more persuasive as users are more open to messaging that follows the form of editorial content.

Though Content Marketing and Native Advertising deal with similar goals of awareness generation, according to Social Times, “It’s important to note that the goals for content marketing and native advertising are very different. While both want to increase brand awareness, content marketing is also intended to drive conversions. This bears out in the key performance metrics as well: The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.”

To see examples of Native Advertising, click here.

For Content Marketing Innovations, click here.