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Google Ads 101: Mastering the Basics

Today, Google Ads (formerly known as Google Adwords) is one of marketers’ most essential tools, allowing you to create a variety of ads that can appear on Google and other sites such as Youtube and Blogger.

Just think about it: every second, Google process over 40,000 search queries, That’s a LOT of chances for a high-performing ad to be seen- millions a day, if you invest and optimize. It’s an opportunity you definitely can’t pass up!

To make the most of this space, you need to know the basics. Adwords recently updated its interface to offer even greater benefit to its advertisers with a new ad experience.

If you’re new to the world of digital advertising and want to start learning how to run campaigns on Google, this guide is for you. Read on!

How does Google Ads work?

Google Ads is an advertising platform that displays your ads on the search results page and other partner sites to attract leads and customers who are interested in your product.

How does Google Ads work

Your goal will always be to appear at the top of the results page- however, whether this happens depends on several factors.

What does Google take in consideration to position your ad?

Bidding Strategy

One of the most important features of Google Ads is its bidding system. In order to advertise on this platform and be eligible to appear on Google’s search results page, it’s necessary to bid on certain search terms or keywords. Although it seems like a simple process, carrying it out can be quite tricky, as it requires choosing a bidding strategy.

Google Ads offers you several bid strategy options. Depending on your target KPIs- clicks, impressions, conversions, views, and the type of campaign you want to launch- you can select from several strategies:

  • For conversions:
    • Target CPA (cost-per-acquisition)
    • Target ROAS (return-on-ad-spend)
    • Maximize Conversions
    • Enhanced cost-per-click (ECPC)
  • For clicks:
    • Maximize Clicks
    • Manual CPC bidding
  • For Impressions:
    • Target Search Page Location
    • Target Outranking Share
    • Cost-per-thousand impressions (CPM)
    • Cost-per-thousand viewable impressions (vCPM)
  • For views:
    • Cost-per-view (CPV)

In each bid type, you can specify a maximum bid amount, maximum payment per click on your ad, and make these rates adjustable depending on the campaign’s performance.

Quality Score

The quality score is how Google rates the quality and relevance of your ad. Relevance of landing pages, keywords, CTAs and expected click-through rates are taken into account when making this estimate.

Remember, the higher the quality of your ad and its content, the lower the cost of your bid and the better your positioning will be. The best thing you can do is to be consistent, use relevant and VERY specific keywords, and display them in both your search engine ads and landing pages. The idea is to be as specific as possible about what the user will get so, so they’ll click on your ad faster.

Google Ads quality score

Ad Rank

The ad rank dictates the position your ad will have in search engines. This positioning is determined by the quality score, and your maximum bid per click.  

Keep in mind that this value may change. Your ad rank will be recalculated every time your ad enters an auction, in which Google decides which ads with the relevant keyword will appear on the page, and in what order.

Google Ads Ad Rank

Source: Google

With each new query to the search engine, there’s a new auction and probably a new ranking.

Google Ads Ad Rank

Now that you know the basics of how Google Ads works, let’s move on to the good stuff: the types of campaigns you can create.

Google Ads Campaign Types

Currently, AdWords has a good variety of campaign options to choose from, each built around an advertising goal based on the actions you want your customers to take.

Google Ads goals include:

  • Sales
  • Leads
  • Website traffic
  • Product & brand consideration
  • Brand Awareness & reach
  • App promotion

Once you have an idea of what your goal is, you can select the type of campaign you want to launch. Google Ads offers you the following options.

Search Network Campaigns

The search network campaign allows your ad to appear in the search results page when potential customers search for terms related to your keywords:

Google Ads Network Campaign

These campaigns focus on getting a person to take action, whether it’s clicking on the ad or making a call to your company. They are a good choice if your goals are making sales (great for retargeting), gaining new leads, or driving traffic to your website.

Display Network Campaigns

In this campaign, ads can be displayed on several advertising-supported websites- not on the Google results page.

This campaign allows you to attract the attention of customers before they even do a search for your product. Your ad can appear in different places depending on your targeting criteria, such as keywords, topic, placement, and remarketing.

The goals for these campaigns are quite varied: sales, leads, website traffic, brand and product consideration, and brand awareness and reach. The selection will always depend on the actions you want users to take.

Google Ads Display Campaign

Shopping Campaign

If you’re a retailer, this is for you. Shopping campaigns allow you to create ads to promote your products, bring traffic to your website and attract more qualified leads. These ads will also be displayed on Google and all over the web.

Here you can see more specifically where Google Ads will place your ads:

  • Google Shopping (in select countries)
  • Google Search, next to search results (separate from text ads) and Google Images
  • Google Search Partner websites, including YouTube in some countries (if your campaign is set to include search partners)
  • The Google Display Network (for local catalog ads only)

In this case, Google uses your Merchant Center product data to decide where and when to display your ads. For example, once a user makes a query in the search engine, Google uses the data from the Merchant Center to display the most relevant product for the potential customer.

Google Ads Shopping Ads

If your goals are to make sales, drive traffic to your website or win new leads for your retail business, this is the type of campaign you want.

Video Campaigns

The great thing about video campaigns is that you can create more creative ads that engage better with your audience. The ads generally appear before, after or in the middle of a Youtube video. They can also be shown on Google partner sites (Google Display Network).

Google Ads Video Campaign

Usually, these ads cannot include text, still images, or other ad formats such as bumper ads (6 seconds ads that appear at the beginning of a Youtube video). Video campaigns are ideal for creating brand awareness and consideration, winning leads, and bringing traffic to your website.

App campaign

This type of campaign works for people or businesses that want to promote their apps. With this campaign, ads are positioned in Google’s properties: Google search, YouTube, Google Play and all partner sites in Google Display Network.

Google Ads App Campaign

Source: Google

Google creates ads with various formats based on the text and language you propose. Once the platform creates the ads, it will display those that have performed better.

How do you always create high-performing ads? Try different options to see what works best- different bid levels, geographic segmentation, and image sizes. Find the combination that brings you the greatest benefits.

As you can see, campaign types determine where your ads will appear. This variety of options allows you to engage with new customers in different ways and on a variety of sites. However, none of this would be possible without bidding on the right keyword. Let’s quickly delve into keywords- and their counterparts, negative keywords.

Keywords And Negative Keywords

A keyword is a word or group of words, that Google uses to match your ads with the queries people do on the search engine. The more relevant and specific the keywords you bid on, the more likely you’ll appear on the results page and be at the top.

Once a term used by a user matches your keywords, your ad enters the Google auction mentioned above. Here, your keywords play a very important role, as they determine your quality score which directly influences the ad rank of your ad.

The more relevant your keyword, the better your quality score and ad rank. How do you make your ad focus specifically on relevant keywords to your audience? A good strategy is negative keywords.

Google Ads gives you the option to exclude certain terms, known as negative keywords, that are related to your keywords, but are in fact relevant to a different audience or product.

For example, if you are a retailer specialising in orthopedic sneakers, you may want to add as a negative keyword terms such as “running shoes.” Why? While your orthopedic sneakers are running shoes, people searching with the term “running shoes” are less likely to be interested in your specific product- making your keyword a lot less relevant to them, and a lot more likely to lower your overall quality score for appearing to an excessively broad audience.

You want your ad to be as targeted and relevant as possible: excluding words with a large audience is an important strategy. To learn more about how to use negative keywords effectively, watch this Google Ads video:

Keywords are the key to a successful campaign. Choosing them carefully is mandatory when creating new ads. Always look for terms that your audience uses in search engines, and which are related to your industry and product.

We’ve covered the basics of Google Ads! You’re ready to start creating ads and try all the features this tool has for you. Want to explore the full power of Google Ads? Contact us–  we’re ready to answer all your questions, and even build your new ad campaign from scratch!

 

 

Sources:

https://www.leadsquared.com/what-is-google-adwords/

https://support.google.com/google-ads/

https://blog.hubspot.com/marketing/google-adwords-ppc

https://www.wordstream.com/articles/what-is-google-adwords

https://blog.hootsuite.com/adwords-quality-score/

https://adespresso.com/blog/google-ads-bidding-strategies/

How To Build A Strong Customer Relationship

Having a strong customer relationship is more important than ever. Advancing technologies and new communication channels have made consumers very aware of their options- and a highly personalized experience is now the expected norm when interacting with brands.

Related: 8 Digital Marketing Trends You Can’t Ignore in 2019

It’s not enough to offer a fantastic product or excellent service; customers now expect immediate answers and personalized interactions. Brands capable of making this happen will connect with their customers and create long-lasting relationships.

How do you build these strong relationships? Here are seven useful tips to incorporate into your digital marketing strategy:

1. Listen to your customers

To connect with your customers, first, understand what they’re thinking and talking about. What are their pain points, complaints, and needs?

By using social listening (link: SproutSocial) you can understand and analyze the conversations and trends around your brand and industry, and use those insights to deliver real value to your customers.

You’ll create content that’s relevant to your audience; in turn, they’ll identify with you, and feel you value their interests.

2. Respond quickly to the conversation

According to The Social Habit, 42% of online consumers expect a response to their inquiry within  60 minutes- if not, they’ll often express their discomfort by complaining across social media.

Conversely, an immediate answer will delight your customers, increasing the likelihood of building a loyal relationship.

Chatbots are very helpful for this, giving brands 24/7 two-way communication with their audiences through instant messaging. It’s a great, cost-effective way to deliver fantastic customer service and build stronger relationships with your audience.

Related: 5 Ways You Can Use Chatbots In Your Marketing Strategy

3. Personalize your communications

Thanks to analytics, marketers can see consumer behavior, purchase preferences, habits, and more- ingredients for customizing our responses to them.

Using previously gathered data from past interactions allows you to tailor not only your responses to consumers but outgoing messaging (i.e. marketing) as well: for example, if a person bought a skirt on your website, you can send them an email with suggestions of the perfect heels to match.

This kind of personalization helps you to build a connection with the customer and make them feel valued.

4. Be authentic 

In a previous post, we mentioned how essential an authentic voice is. The future of marketing is more transparent and personal, and brands need to follow suit in their communication style.

Authentic communication works because people relate to your brand and perceive you as reliable and trustworthy, making even initial connections stronger.

The key to being authentic is showing your human side and personality, consistency, and maintaining your core identity (i.e. staying genuine) at all times.

Related: How To Get The Most Out Of Your Blog

5. Show appreciation to your customers

Showing appreciation builds customer relationships that last longer.

A simple way is by rewarding loyal or active customers with contests and competitions with the opportunity to win an attractive prize. Contests on Instagram are very common; in addition to strengthening relationships with long-time customers, you generate buzz and brand awareness in new audiences.

Another proven winner is a loyalty discount program, where customers earn points when buying your products and services, redeemable for rewards.

Of these, the former is best suited for business models expecting few, high-value interactions with consumers, such as durable goods or expensive items such as fine jewelry. The latter is best suited for models based on frequent repeat engagement, such as affordable fashion, food, or recurring services.

6. Ask for feedback

Whether customers have positive or negative feedback, asking for it is invaluable- it makes you aware of weaknesses in your service you may not have known existed. When given the right means to express their feedback, customers often provide the solutions to the very problems they complain about.

Another critical benefit of frequently soliciting feedback is emotional- even if a problem can’t or won’t be solved, giving consumers a voice and allowing them to feel heard improves their perception of your brand. Remember, negative feedback is as valuable- or more- as positive.

7. Exceed expectations with an outstanding experience

“Under promise and over deliver.” Always look for ways to go the extra mile and impress your customers so they keep coming back.

Some easy but valuable ways to exceed expectations is to deliver a product before the date you promised, offer incredible discounts and promotions to long-time customers, and provide  additional support (such as product service check-ins) even though your customers didn’t ask for it.

 

Conclusion:

Building connections with your customers must be an essential part of your digital marketing strategy. You will win the affection of your customers, and also it will keep your brand ahead of your competitors.

At Motion Ave, we understand the importance of taking care of our customers, and we can help you build strong connections with your customers as well. If you need a hand, just let us know.

What are other ways you build stronger relationships with your customers? What’s the best thing a brand has done to earn your respect? Comment below and tell us  your story!

 

References:

https://sproutsocial.com/insights/build-customer-relationships/

https://www.entrepreneur.com/article/330531

https://www.socialreport.com/insights/article/115001002743-How-To-Build-Customer-Relationships-Using-Social-Media

https://www.cloudways.com/blog/how-to-build-relationships-with-customers/

https://www.forbes.com/sites/anthonysmith/2018/08/01/how-to-build-lasting-customer-relationships/#67b45f65447a

https://www.entrepreneur.com/article/282364

How To Create a Killer Content Strategy For Your Business

When we talk about marketing trends, we often forget that content marketing is one of the most appealing and underrated; everyone loves helpful and educational content that can help us define and solve a problem.

So, how do you start creating a content marketing strategy that your prospects will value?

Here’s some of the most effective techniques to create a killer content strategy that will not only drive traffic to your website, but that will also drive readers down your marketing funnel.

1. Create Your Business’ Buyer Personas:

I can’t overstate the importance of buyer personas. Without investing time and effort in creating personas, your marketing content strategy WILL FAIL. It’s like trying to find a needle in a haystack… with your eyes closed.

If you don’t know the pain points your current and potential customers are facing, you won’t create content they’ll read- simple.

How do you create a Persona?

Start by interviewing your current customers wherever possible. If this is a challenging task, send visitors to your site, blog, or eCommerce store a survey and offer something in return if they fill out all the questions.

This will bring you TONS of information you probably didn’t have:

    1. Their current role at their job
    2. Their most recurrent pain points and challenges
    3. Their demographics
    4. Their goals
    5. Their daily activities

You can also take this opportunity to gather real quotes from them, and use this collection as part of your persona creation process.

Here’s a very basic example of a single buyer persona for reference:

Buyer persona for your content strategy

Speak to the people in your own company, especially your sales and customer support, service, and success teams. They’re a reliable source of insights about customer and prospect motivations and feedback. Ask them about the most frequently asked questions (which should find their way onto a FAQ!)

If you don’t have a lot of information to start off, create a simple template and improve it over time as you gather more information from customers and leads.

We explore the process of building meaningful buyer personas in the following post:

The Recipe For Creating Awesome Buyer Personas [Infographic]

2. Perform a Content Audit:

With buyer personas defined, it’s time to audit your existing content, and identify all the marketing assets your business has at its disposal.

This is an analysis of every piece of content your team has ever created! It will help you understand which buying stages and buyer personas need more attention and content- what you have, what you need, and what should be improved.

You can organize your content audit in a spreadsheet, gathering information such as the following for each piece of content:

Content audit for your content strategy

A content audit keeps your collection organized, keeps your team on the same page, and makes it easier to repurpose past content that remains relevant to your prospects. 

3. Set SMART Marketing Goals

SMART goals are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

Setting SMART goals will give you a long-term vision of where you want to go, and short-term motivation since your standards for success are clear and possible.

For example:

Your goals should always be realistic and precise- if you have a hard time defining them, look at your old data and start from there. If you don’t have any data from previous months, look at competitors’ blogs as a benchmark – tools such as UberSuggest can give a domain overview, keyword suggestions, content ideas and more.

4. Create Content Ideas

This is the final step to creating a content strategy, and it’s sometimes the hardest. Coming up with topics might be difficult if you’ve already written hundreds of blog posts. Creating or updating buyer personas and doing a thorough content audit will help you get there- consider the example buyer persona above, Amelia, and how her buyer’s journey evokes a unifying topic that would be a great foundation for a blog post, eBook, guide, or all three:

Content ideas for your content strategy

This seems repetitive, but as you write each blog post on the topic, you can make your headline more specific. Don’t forget that content written for the decision stage will always offer your product or service as the final and best solution to the reader!

As Hubspot says, content is defined by purpose, topic, and format. It’s always better to have a few posts that add a lot of value than hundreds that may be skipped- quality over quantity, always.

Don’t forget that you can use various formats for your content offers; the more diverse, the better, unless you’ve already identified one or two types of formats that your audience loves.

Finally, no matter who the target audience of your content- consumer, B2B, or something else- the reader is a human. Write to humans, and communicate as though you’re speaking to humans. The most essential quality of content that is read to completion and acted on is a genuine voice.

Looking to create and deploy a killer marketing strategy with help from the experts? Drop us a line– we’re the experts you’re looking for!

Getting The Most From Facebook Dynamic Ads

In a recent post, we talked about Facebook dynamic creatives, which build effective ads around combinations of your assets. In that post, we clarified that “dynamic creatives” is a COMPLETELY DIFFERENT feature than “dynamic ads,” which is what we’re talking about today.

So, what are they, then?  

Dynamic ads automatically promote your most relevant products to people who have shown interest on your website, app, or other channels. The amazing thing is that instead of creating a whole new ad for each product, dynamic ads create ad templates that automatically shows the relevant product for each person with images and details you’ve uploaded to a product catalog on Facebook.

Let’s say that Margaret visits your website, sees one of your healthy foods products, and adds it to her shopping cart but doesn’t end up buying it. A few days later, Margaret visits Facebook or Instagram and sees the same product right on her news feed. The chances of Margaret buying the product are now higher with this easy shopping experience.

All of this is done automatically with dynamic ads. To learn more, watch this video.

Dynamic ads are a powerful tool for industries like eCommerce, travel, real estate, and automotive.

Facebook dinamic ads category

Source: Facebook

Here are some reasons why Dynamic Ads are so awesome:

  • Highly relevant ads. The audience will only see products they’ve already demonstrated an interest in before.
  • More efficient. Dynamic ads eliminate the workload of creating multiple ads for each product, combining the ad creation process of your entire sales catalog into a single task.
  • Improved customer experience. Relevant items create a more appealing viewer experience and are seen as less intrusive than presenting unqualified content.
  • Upselling and cross-selling. Great use of dynamic ads is targeting customers who have purchased an item, and cross-selling other product categories. You can also upsell, promoting more expensive items or product upgrades related to the prior purchase.
  • Engaging at every stage of the sales funnel. Besides people who have shown an interest in your products or have made a purchase, you’re also able to use dynamic ads to reach new audiences using a lookalike audience based on visitors who bought your products.

Sounds great, right? Dynamic ads can add a new dimension to your Facebook marketing strategy. Here’s how to run dynamic ads on Facebook:

1. Create a Business Manager Account:

Go to business.facebook.com, click on Create Account, select a name for your business, select the associated page and complete the information in the required fields.

Business manager Facebook dynamic ads

Source: Facebook

2. Install the Facebook Pixel

Install the Facebook Pixel, a piece of code that you copy and paste onto your website that tracks the behavior of visitors to the site and Facebook ads. Click here to learn how to install the Pixel (and why we love it!)

Facebook Pixel for Dynamic AdsSource: Facebook

3. Create a Product Catalog

Then, create a product catalog in your Business Manager account. Skip this step if your website uses Shopify, Magento or BigCommerce. To learn how to manage your catalog, click here.Configure Catalog Facebook Dynamic AdsSource: Facebook

4. Create your campaign using dynamic ads

Go to Ads Manager and create a new campaign with a “Catalog Sales” objective and choose your product catalog. To learn how to set up your campaign, click here.

Campaign for Facebook Dynamic Ads Source: Facebook

Conclusion:

Dynamic ads give advertisers a powerful way to promote and sell. Although dynamic ads are intended for retargeting, you can use them at every stage of the funnel.

You should make a habit of checking your product catalog daily to ensure your products are uploaded correctly.

Does this sound like a lot? If you’d like to consult a team of skilled and passionate experts to help you create your Facebook campaigns- or you’d like us to be your marketing department- say hello! We’d love to talk to you about how to bring your brand to Facebook- and beyond!

Are you ready to create your first product catalog using Dynamic Ads? Tell us what you think in the comments section below.

 

 

References:

https://www.facebook.com/business/ads/dynamic-ads

https://www.facebook.com/business/help/dynamicads

https://www.facebook.com/business/help/1710077379203657

https://www.thenextad.com/blog/why-you-should-care-about-dynamic-ads-and-broad-audience-targeting/

https://artplusmarketing.com/10-best-practices-for-facebook-dynamic-product-ads-7f9f7714fdc1

https://www.creadits.com/blog/2017/04/04/the-importance-of-using-dynamic-creatives

5 Ways You Can Use Chatbots In Your Marketing Strategy And Get The Most Out Of It

Marketing trends are constantly changing: we’ve seen the boom of email marketing, Facebook and Instagram Ads.

Now… it’s the age of chatbots!

Why? Today’s marketing is all about customer experience (or CX)- and chatbots are the perfect tool to improve your customers’ CX.

The rising demand for a personalized CX has made chatbots a natural choice; they’re changing the way industries offer their products or service to the market.  Chatbots offer a low-cost solution for 24/7 customer service, and when properly deployed, will be adaptive to each visitor’s needs.

Every industry is embracing the utility of chatbots, and the growth continues:

  • Chatbots can reduce up to 30% of the company’s costs for communication with customers according to research done by Business Insider Intelligence.
  • Gartner forecasts that by 2020, over 85% of customer interactions will be handled without needing a human.

Just like any AI application, chatbots are only as good as their programming. Fortunately, chatbots are becoming more advanced, intuitive to build, and user-friendly every day- you can create multiple sets of triggers for your bot to engage a visitor, and even learn from your customers (depending on how advanced your chatbot’s AI is). In most cases, chatbots are easy to customize for your CX needs- and you don’t have to be a coder to do it.  

Because of their high level of customization, chatbots can be deployed for a wider variety of purposes than you might imagine- anything from Q&A to account servicing to sales.

Here are a few ways you can start using chatbots in your marketing strategy.

1. Conversational Marketing:

Conversational marketing is engaging an audience (website visitors) to gather feedback, then using this information to personalize customers’ buying cycles and generally improve your CX.

Chatbots save you the time otherwise spent giving visitors the same answers over and over, and clarifying product information without filling your website with walls of text. You’ll need to set up your chatbot’s responses to the most common inquiries- here are some ways to get started:

a. List the questions your customers usually ask when visiting your website- and the best answers. This will be the foundation of your bot’s knowledge base.

b. If you don’t have a lot of information from your customers yet, that’s ok too- have your team go through your website’s buying steps and craft questions and answers of the steps where they got lost, or things weren’t clear. Asking people uninvolved in the design process of the site is best, as they’re “naive” users, just like your visitors will be. Everyone responds to a UX differently- this is where diversity in your site testing is essential!

c. After putting your bot to work, don’t forget to do constant rounds of optimization- this by far, is the most important step. It’ll help you improve your conversational marketing strategy, and it’ll also help gather valuable feedback on how your visitors live their experience on your website.

Here’s one example from the Australia Open 2018 for instance:

Ways you can use chatbots

Source: Chatbots Life

2. Share Important News

Chatbots have something to offer during your entire lead cycle: Acquire, Qualify and Convert. But don’t wait until you have a lead on the hook to start harnessing their power- chatbots are also a great way to share important news regarding your business!

We’re all sick of receiving 500 emails a day with promotions, news, and messages from multiple brands. Chatbots are a better way to approach your website visitors, and to share things that matter to our brand.

Think about a webinar for instance (and I’m speaking from experience) – I absolutely love webinars, but I often miss emails inviting me to ones I care about because I get so much spam every day.

On the other hand, if I visit your website, and I get a friendly message (presented in a very human way) from a chatbot about a super-awesome new webinar next week, inviting me to subscribe and add the event to my calendar on the spot, I’m very likely to do it!

Chatbots are a great way to approach your visitors without being too invasive. If properly executed, this tactic will do wonders for you and your brand!

For example:

How to use chatbots

Source: MaestroQA

Bots can be used in this way to effectively share promotions, new collections, or news your audience should know- while simultaneously building your database! It’s a win-win for both you and your audience.  

3. 24/7 Support and Sales

Need I say more? Chatbots give you a 24/7 sales cycle! You’ll never miss sales opportunities- every visitor to your site can get the product or sales support to make their decision IMMEDIATELY.

How to use chatbot

Source: Chatbots Magazine

Chatbots can be programmed to offer specific products to specific website visitors and even offer other product suggestions.  In other cases, bots can suggest great complimentary products to visitors who’ve already purchased something- think of the “you may also like..” feature usually appearing at the bottom of a sale page, this time presented in a more timely, social, personal manner!

4. Get your chatbot to qualify your leads

If you’re in the B2B business, bringing your chatbot to quality prospects is the best way to go. If you’re familiar with Intercom, you probably know they’re the perfect example of how to qualify a lead.

Once you go on their website and browse for a few seconds you get the following message from their chatbot:

How to use chatbots

Source: Intercom

Notice how the chatbot provides all the meaningful responses to drive the conversation forward as choices, rather than a text box- this is a powerful way to use chatbots to drive visitor behavior in meaningful directions.

As a visitor answers the chatbot’s questions, it’s qualifying them as a lead- and handing the information to the sales team, if they represent an ideal customer profile.

How to use chatbots

Source: Intercom

5. Increase Your Database By Providing The Right Content Offers

Does content marketing drive your traffic? Your chatbot can help you build a large database by providing similar content offers to what your audience is currently reading.

The real magic is when your chatbot can offer website visitors a downloadable item (such as a PDF or ebook) or even a link to one of your videos similar to the topic they’re reading.  Best of all, you can set your chatbot to start a conversation with the user, offer the relevant content, AND ask for their email in return. You’ve built your database and helped your visitor with even more useful content- completely hands-off!

As you can see, chatbots can do so much for you and your visitors- and their power and versatility is only increasing. They’re easy to set up and one of the most cost-effective CX solutions out there.

Have you started implementing a chatbot strategy for your business? If so, what are the strategies that have worked out the best? Share your opinion in the comment below!

Last, but not least: Don’t forget to make your chatbot sound human!

 

 

References:

https://neilpatel.com/blog/bots-digital-marketing-strategy/

www.intercom.com

https://chatbotslife.com/conversational-marketing-guide-2b381a5731da

Are You New To Facebook Dynamic Creatives?

Here’s Everything You Need To Know

Dynamic creatives allow advertisers to create and deliver different combinations of ads, finding the perfect match of headline, text, image, description, and call-to-action that are more relevant and engaging to their audience.

How do Facebook dynamic creatives work?

Take John, who lives in Miami. John has never really thought about his eating habits but has decided today that he’d like to lose some weight because his “date jeans” don’t fit anymore.

There’s also Laura, who also lives in Miami, and enjoys eating healthy and exercising every day. Laura should probably teach John about portion control, and John could probably help Laura not be so maddeningly perfect. But that’s another story.

Then there’s YOU: the owner of a health food company doing business in the Miami area. You want your marketing material to deliver a message to John AND Laura that will resonate with them, but it may not be realistic in your marketing budget to design a “John-type ad” and a “Laura-type ad”- to say nothing of your other market segments-  from scratch. You know messaging is never one-size-fits-all, and that different audiences will respond to individual creative elements- image, copy, timing- differently as well.

It sure would be great to get that all done in one shot!

Here’s where dynamic creatives come in handy. Using them, you’re able to test different creative components to define which combinations give you the best response- mixing and matching creatives and testing the various combos, all live. This lets you maximize the value from Facebook ads budget.

Remember that dynamic creatives are different from dynamic ads– this tool is for testing a variety of creatives around the SAME product. Dynamic ads retarget users with different products.

So, how do you do it?

Step #1:

Dynamic creative process

Source: Facebook

Step #2:

Facebook Dynamic Creatives

Source: Facebook

Step #3:

Facebook Dynamic Creatives

Source: Facebook

Let’s see how to create dynamic creatives:

When you create a new campaign on Facebook, after selecting the objective and name of your campaign, go to Ad Set and turn on the “Dynamic Creative” button.

Facebook Dynamic Creative Button

After selecting your audience, placements, budget, and schedule, continue to the next section to edit your ads.

In “Media,” you’re able to add up to 10 images, videos or slideshows. Add ALL the visual creatives you want to test in dynamic ads.

Facebook Dynamic Creatives

Then, you’re able to add up to 5 texts, headlines, link descriptions, and calls to action as shown below. Again, add all such copy that you want to test, in any combination.

Facebook Dynamic Creatives

Facebook Dynamic Creatives

There’s a maximum of assets in each category for a dynamic ad campaign:

  • Image or video/slideshow: maximum of 10 images or 10 videos
  • Headline: maximum of 5 titles
  • Text: maximum of 5 bodies of text
  • Description: maximum of 5 descriptions
  • Call to action: maximum of 5 CTAs

When you finish editing your dynamic creatives, click Confirm to publish your campaign.

Facebook will automatically generate multiple combinations of your creatives, varying the mash-up to assure each asset is used at least once.

Pretty cool, right?

Why are dynamic creatives awesome?

Glad you asked. After using this new feature for a number of different client campaigns, we’ve gotten consistently positive results in a few areas:

1. Testing

We’ve actually found that dynamic creatives are a better testing tool than the split testing feature. Seriously! (We were surprised, too.) You can test up to 30 components at the same time while simultaneously measuring efficacy, which is the equivalent of running a couple of dozen split tests (and measuring KPIs over weeks of separate campaigns).

2. Efficiency and budget

Dynamic creatives allow you to learn which assets are performing better, faster, letting you optimize content for the best performing ads and move on to your next project. Getting your best material out sooner means quicker campaign results, which translates to lower costs for running or boosting ads.

3. Mastering personalization

John and Laura from our first example will probably respond to very different content, with the same hopeful outcome- buying your health food. John might be motivated by content emphasizing results- eating right will take the unwanted weight off- whereas Laura will likely respond better to messaging that your health food fits into her existing lifestyle of wellness and self-care. Using dynamic ads will let you try a potentially wide range of combos for John AND Laura, letting you learn how their demographics respond- simultaneously.

Bear in mind also that dynamic creatives aren’t intended as a long-term strategy; this is a research tool, designed to help you quickly sort out what works. As a long-term campaign, it is less effective than a targeted campaign using creatives in combinations that you know to be successful.

Conclusion:

It’s important to highlight again that dynamic creatives are different from dynamic ads. Dynamic creatives are used to find the best ad combination around the same product.

Dynamic creatives, used properly, will let you maximize the value of your Facebook campaigns, and save a lot of time and money. Does it sound great, but overwhelming? Can’t wait to try it, but you don’t have a ton of creatives (or want better ones)? We should talk, right now- we’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

So, what do you think of dynamic creatives? Have you tried this feature yet?

 

Sources:

https://www.facebook.com/business/m/facebook-dynamic-creative-ads

https://www.growwithbamboo.com/blog/4-dos-and-a-dont-facebook-dynamic-creative-optimization-best-practices/

https://medium.com/@ayranamongush/5-reasons-to-use-facebook-dynamic-creative-optimization-8687140175e3

 

 

 

 

 

 

 

The Beginner’s Guide to Facebook Messenger Ads

Want to get personal with over 1.3 billion people? Include Facebook Messenger in your marketing strategy. 

According to Facebook, 1.3 billion people use Messenger every month. It’s the perfect way to start conversations with leads about your business and build confidence in your brand. As Facebook says, “messaging inspires trust.”  

Today’s consumers expect a highly personalized experience when they interact with brands, making tools like Messenger a marketing must.

So, how can Messenger help you and your business?

1. Simplify customer acquisition

A direct conversation between your potential customers and your business simplifies customer acquisition.

2. Simplify transactions

Building a presence on Messenger allows potential customers to purchase your products and services directly in the conversation.

3. Nurture customers and leads

Messenger provides an accessible place for faster response to your customer’s questions, and the conversation history remains in the platform- providing an opportunity for re-engagement.

Now, let’s dig deeper into Messenger Ads.

What are Facebook Messenger Ads?

Running ads in Messenger is the easiest way to take advantage of the feature’s global reach.

Messenger Ads allows potential customers who see your ads to start instant conversations with your business- and YOU- making them ideal for competitive industries such as eCommerce.

There are three types of Facebook Messenger ads:

  1. Messenger ads
  2. Click-to-Messenger ads
  3. Sponsored messages

How do they work?

Messenger Ads

FB Messenger ads appear directly within a user’s Messenger app. When people click on an ad, they’ll be sent to the destination you choose when you are creating your campaign- whether is your website, landing page, app or a conversation with your business on Messenger.

People can see these ads on their Messenger Inbox or on their Messenger Stories.

  • Messenger Inbox:

To create ads in Messenger Inbox, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support “Messenger Inbox” placement are Reach, Brand Awareness, Traffic, App Installs, Conversions, Catalog Sales, Messages. If you selected the objective app install, reach, brand awareness or catalog sales, you can skip to step #4.

3. Complete the “Traffic” section if you selected Traffic, Conversion or Messages objective and choose where you would like to drive traffic- whether to a website URL, your app, the Messenger app or WhatsApp.

Facebook Messenger Ad

4. Select Automatic Placements or Edit Placements if desired, selecting the option Messenger – Inbox.

Facebook Messenger Ad

5. Edit your Audience, Budget & Schedule, and click Continue.

6. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

7. Select your ad format and finish editing your Ad.

8. Click Confirm to publish your campaign.

  • Messenger Stories:

To create ads in Messenger Stories, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support “Messenger Stories” are App Installs and Conversions.

3. Complete the “Traffic” section and choose where you would like to drive traffic- whether it is to a website URL or your app.

4. Select Automatic Placements or Edit Placements if desired, selecting the option Messenger – Stories.

Facebook Messenger Ad

5. Edit your Audience, Budget & Schedule, and click Continue.

6. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

7. Choose Single Image or Single Video as the ad format and finish editing your Ad.

8. Click Confirm to publish your campaign.

Click-to-Messenger ads

These ads appear on Facebook, Instagram, or Messenger and send people into a Messenger conversation with your business.

To create click-to-Messenger ads, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support these ads are Messages and Conversions.

3. If your select Messages as your objective, in the Message Destination section, select Messenger and then Click to Messenger.

Facebook Messenger Ad

If you select Conversions as your objective, in the Conversion section, select Messenger.

Facebook Messenger Ad

4. Edit your Audience, Placements, Budget & Schedule, and click Continue. 

5. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

6. Select your ad format and finish editing your Ad.

7. Select Messenger Setup. In the section you are able to edit the content that will be seen by people in Messenger after they click on your ad. There are two ways to set up your message:

  • Standard Template: A default template with prefilled content. You can review and edit the content.
  • Custom Template: An editable build-your-own template that lets you add images, videos, buttons and more to your welcome experience. Custom templates can be saved and reused for future campaigns.

Facebook Messenger Ad

8. Click Confirm to publish your campaign.

Sponsored messages

Sponsored messages are targeted promotions that you can send directly to people who have already interacted with your business before in Messenger.

When using these type of ads, it is recommended to be active and responsive to follow-up conversations.

To create sponsored messages, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose the Messages objective for your campaign.

3. In the Message Destination section, select Messenger and then Sponsored Messages.

Facebook Messenger Ad

4. Edit your Audience, Placements, Budget & Schedule, and click Continue.

5. In the Message Setup section, select the format Text Only or Text & Image. Then, type your message and upload an image if you selected Text & Image option.

Facebook Messenger Ad

6. In the Customer Actions section, you can add quick replies or buttons to your message.

Facebook Messenger Ad

7. Click Confirm to publish your campaign.

 

Conclusion:

In today’s marketing, making conversations with your potential customers should be part of every marketing strategy.

Facebook Messenger allows you to give your customers a better brand experience, cutting response time and creating personalized conversations. And don’t forget, once you have initiated the conversation, you have access to their inbox to send them messages for the rest of time.

Are you ready to advertise with Messenger? If you’re unsure of how to best utilize this new marketing tool, we’re here for you. Advertising on Facebook Ads can be time-consuming and expensive without the right strategy- that’s where we come in. Get in touch with us and let us build a new Messenger advertising strategy tailored just for your business.

 

 

Sources:

https://www.facebook.com/business/marketing/messenger

https://www.facebook.com/business/ads/messenger-ads

How To Get The Most Out Of Your Blog

With over 500 million blogs on the Internet, attracting readers to yours is an uphill battle. A medium that began as a hobby has become one of the most essential online marketing tools today.

That’s worth repeating, and remembering: it’s a “marketing tool.” The goal of a useful blog is not only to drive traffic to itself but to also generate leads and (hopefully) conversions.

Here are some tips for getting the most out of your blog.

Tip #1: Find your niche

No matter what your business is, finding your niche is the first thing to do before writing posts- think about who’s going to be interested in your topic, what they’re like, and what’s going to motivate them to listen to you.

Once you’ve identified this niche, it’s time to create awesome Buyer Personas to better understand better who this audience is, and tailor your content to their needs.  

Tip #2: Focus on quality, not quantity

For a long time, the marketing blog strategy has been “write, write and write.” Now, analytics have made it pretty clear that audiences have become more selective and focused- content quality is far more important. You don’t have to write every day; write once a week or every two weeks- decide this based on your results and research- but more importantly, focus on writing amazing, high-quality content.  

There’s a glut of content on the Web. Focus on not repeating ideas already expressed thousands of times elsewhere, and instead offer meaningful, specific information- valuable content that people will actually want to read and share. 

Also, remember that better content will bring you more social share and more backlinks; therefore, your blog post will rank higher on Google, which means better search results.

Tip #3: Be authentic

Being authentic means staying true to who you are, what your business does, and your audience.

As we mentioned in a previous post about 2019 digital marketing trends, the future of marketing is more transparent, authentic, and personal. Brands need to follow suit, in the tone and topics of their messaging. Authentic writing makes audiences relate to your business, turns readers into advocates, and builds your identity and image into influence.

Check this authenticity checklist to find fundamental approaches to implement in any business for a more authentic voice.

Tip #4: Tell stories

Our lives are a series of stories, and we’re always looking for new ones.

The best marketing copy is a story. Stories engage, excite, change minds- and sell. The personal connection we feel when hearing a story is backed by neuroscience. Information presented as a story is more memorable and involves us emotionally as well as intellectually: more areas of the brain are engaged when information is presented narratively rather than as a series of facts. Those areas of the brain are the same that become activated in real life social interactions; when you hear a story, much of your brain can’t tell the difference between hearing and experiencing it, becoming more emotionally attached as a result.

To tell stories that sell, use anecdotes to lead your reader into your content and help them understand the message.

Click here for more interesting facts on including stories into your writing.

Tip #5: Encourage conversations

Think of your blog as a communication channel. Encouraging conversations in your blog posts is a great way to create engagement with your audience.

As Neil Patel explains, a fantastic way to encourage conversations is to ask a question at the end of your post to invite your readers to leave comments.

Another strategy to encourage conversations is to write in a more conversational tone using the words “I” and “you.” Writing in this tone will make your audience feel more comfortable and encourage them to leave more comments.

Remember to respond promptly to your post’s comments to keep up with the conversation!

Tip #6: Add CTAs to your post

To get the most out of your blog, you need to include CTAs (calls-to-action) in your blog posts. Without a CTA, readers who could be interested in your products or services won’t know what to do next.

A CTA translates a message into purposeful behavior, and therefore generate leads and sales. Never forget that the purpose of content marketing is to present content that motivates action- in this case, becoming a lead or a sale. A CTA guides readers gently from their content experience to your products and services- or to even more content on your site, to learn more about you.

Wherever appropriate, never forget to use a CTA to allow readers to opt into your email marketing list- this is essential to building a useful database. As Neil Patel says, collecting emails is the most important thing. By doing so, you’ll be able to connect more directly to your leads, build a relationship, gain their trust and then sell your products and services.

Conclusion:

Writing unique, authentic and valuable content, encouraging conversations, and adding CTAs to move your audience through your website and your products and services, including collecting emails, will help your blog to be successful.

Was this overview valuable? Let us know! (See what we mean about creating conversations and including a CTA? 😁)

At Motion Ave, we’re passionate about creating great content! If you recognize the value of quality blog posts for your business, we’d love to help you get the most out of your site. Whether you’d like us to share some tricks or create content just for you,  say hello!

 

 

 

Sources:

Neil Patel – Does blogging still work in 2019? https://youtu.be/i4CY-XD6agM

https://www.theminimalists.com/blog/

https://www.softwarefindr.com/how-many-blogs-are-there/

https://neilpatel.com/blog/truth-will-out/

https://www.kinesisinc.com/the-power-of-storytelling-as-a-marketing-tool/

The Recipe for Creating Awesome Buyer Personas [Infographic]

Buyer Personas are a crucial component of every digital marketing strategy; they’re essential to better understanding your target market and tailoring your content and products to their needs.

All of this translates into reaching the right people to drive traffic, generate leads, and close deals. But how do you create fantastic personas?

Creating good Buyer Personas doesn’t seem like an easy task, but crafting them well is like cooking a perfect meal: get the right ingredients, follow the recipe, and voilà. We’d like to share our recipe for awesome Buyer Personas for every business.

Create Amazing Buyer PersonaCreate Amazing Buyer PersonaCreate Buyer PersonaCreate Amazing Buyer Persona Create Amazing Buyer Personas with Infographics

 

 

 

Sources:

https://blog.hubspot.com/marketing/buyer-persona-research
https://marketinginsidergroup.com/demand-generation/what-to-include-in-a-buyer-persona-infographic/
https://blog.hubspot.com/marketing/build-buyer-personas
https://blog.hubspot.com/marketing/buyer-persona-questions
Singlegrain: How to develop Buyer Persona
Singlegrain: Science building Buyer Persona

8 Secrets to Creating Killer Facebook Ads

With over 2 billion monthly active users, Facebook has become a place where businesses can connect with potential customers and grow their base significantly- but if you’re building a brand,  posting on their Fan Pages alone is not enough. To reach your audience and get results, you need to advertise on Facebook Ads, and you need to do it right.

Users are bombarded with ads every day, and there’s a lot of competition for their attention. To rise above the rest, here’s eight secrets to creating killer Facebook Ads that successful brands use to optimize campaigns and spend advertising budgets wisely- you should master them, too.

1. Consistency

MailChimp is a perfect example of campaign consistency: their ads are simple, with a touch of humor, and reliably styled. Their ads stand out in a sea of content with their bright, yellow images and short copy.

Mailchimp Facebook Ad Mailchimp Facebook Ads

2. Humor

Humor makes an experience emotional and memorable- employ it in your Facebook Ads to increase engagement and connection. Loosen up your language and use humor to spice up your message.

Humor for Facebook ads Humor for Facebook Ads

3. Seasonality

Some brands adapt their ads for holidays like Christmas, Valentine’s Day, and Halloween, as well as seasonally, often to coincide with a change in product offerings. Seasonal messaging is essential; it lets you relate to your audience’s mood and current interests, and provides context for special promotions.

Seasonability for Facebook AdsSeasonability for Facebook Seasonability for Facebook

4. Urgency

Creating a sense of urgency is a time-honored ad technique, and it’s just as effective in the fast-paced context of Facebook Ads. Phrases like “before they’re gone,” “before it’s too late,” “sales end,” are some of the phrases you could try in your copy to make consumers think they will miss a great opportunity if they don’t act fast.

Urgency for killer Facebook Ads Urgency for killer Facebook Ads Urgency for killer Facebook Ads

5. Targeted Messaging

Targeted messaging means speaking directly to your primary audience: using language that directly addresses specific concerns or values. This is extremely effective, but takes work: brands need to identify the pain points and goals of their target audience before writing their copy. The message has to be personal, and feel uniquely relevant to your primary audience, while still broad enough not to alienate potential leads.

Personalization is a must when you’re writing targeted Facebook ads.

Targeted Message Facebook Ads Targeted Message Facebook Ads Targeted Message Facebook AdsTargeted Message Facebook Ads

6. Education

Another interesting way of using Facebook Ads is to communicate an informative, useful message to your audience, based on their needs, interests, and struggles. This technique attracts your target audience and invites them to digest your content while getting to know you as an industry leader and generating trust.

In many ways this is the heart of content marketing: audiences are receiving something valuable from you in exchange for building trust and, if the information is behind a form, creating leads or valuable research data.

Education for Facebook Ads

7. Authority

Authority, in this case, means backing the claims of your brand with trusted entities like individuals and organizations. Authority builds credibility, whether the source is an influencer, celebrity, or industry leader. Other good examples are displaying awards or special recognition your brand or products have gained, or statistics of consumer preference for your brand over a competitor.

Testimonials are another fantastic way to generate authority. By quoting well-respected industry leaders willing to speak about your brand, you can show recognition. Haven’t got any? Don’t worry- honest, well-crafted statements from real, “normal” users that your audience can relate to are also extremely effective.

Authority for Facebook Ads Authority for Facebook Ads Authority for Facebook Ads

8. Localizing

Localizing is a broader form of personalization where copy and images relate specifically to a narrowly-targeted region where the ad will be shown. As with personalization, it raises credibility by causing audiences to feel that copy directly relates to their specific interests.

Localizing for Facebook Localizing for Facebook

The most important secret? Mix and match. Combine humor with personalization, with consistency, and more. Create the perfect ad by always following your brand’s values and personality- but don’t be afraid to try something new.

It’s time to get creative. Build Facebook advertising campaigns with fantastic ads!

Want some help?  Get in touch with us. We’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

 

 

Sources:

https://www.curaytor.com/25-facebook-ads?utm_source=zest.is&utm_medium=referral&utm_term=zst.5c17d64f00e71&zi=cymM5kUJ514