Welcome back to a new edition of Marketing Updates With Motion Ave! Today we’ll show you what’s new in LinkedIn, Snapchat, Google and… the Coronavirus. Read on to find out more!
No Ads To Bad Medicine On Facebook
Facebook has begun offering unlimited free ad space to the World Health Organization to cultivate the spread of accurate, useful public health information about the ongoing coronavirus epidemic. Simultaneously, a blanket ban has been instituted on any ads including unsubstantiated information or commercial claims such as cures or treatments for the virus.
LinkedIn is rolling out its Stories lookalike feature, offering companies a new conversation format to showcase company events and share engagement content. Does LinkedIn’s community want the platform to look more like Instagram, encouraging more visual, less information-rich content? Does it matter? We’ll find out!
Snapchat expands its “Swipe Up” options with “Swipe Up to Call,” a feature already available in Middle East markets. Although voice calls are increasingly less popular, this feature will allow specific businesses to expand their prospect lists and conversions.
Google updates the Ads mobile app with new features. From now on, it will display account and campaign-level optimization scores and recommendations to improve it. You’ll also be able to create notifications that will let you know when your optimization score changes, which will allow you to always be up to date with recommendations and improvements.
Welcome to a new edition of Marketing Updates With Motion Ave! Google dominates the headlines this week, from new tech to phaseouts! Curious? Read on!
Parallel Tracking Now Mandatory For Google Ads
As of March 31, all Google Ads using video must incorporate parallel tracking. This function prevents slowdowns for users by causing their browsers to handle data requests from click measurement providers in the background, while they can get straight to (and through) the ads. Parallel tracking is already mandatory for Search, Shopping, and Display campaigns.
Bid And Budget Simulators Come To Google Smart Bidding
Bid simulator support will now be available for one specific smart bidding strategy: Target ROAS (return on ad spend) bid strategy. This feature creates simulations using activity across the web from the past 7 days to test such adjustments as higher targets and budgets. While it’s not psychic, this kind of pattern analysis is an unprecedented insight to help marketers budget and price.
Chrome apps are on death row- support ends for all desktop OSes by the end of this year, and Chrome OS gives the boot in 2022. While some of the community is undoubtedly displeased, this move doesn’t signal a wholesale elimination of independent and open-source development: Chrome Extensions aren’t going anywhere.
Chrome is going on a deeper diet than just cutting Apps- Google has announced plans to end support for third-party cookies within two years. Assuming they follow through, this represents major action on Google’s public sentiments of committing to greater privacy. If implemented as thoroughly as Google promises, this will be a cataclysmic change for digital marketers- one of the core sources of user data and activity metrics will go entirely dark.
Happy New Year 2020! We are back to bring you the most relevant marketing news of the week! And of course, facebook is still a big topic this year. Want to know why? Read on!
Facebook Confirms It Won’t Ban Political Ads
Facebook confirms that it will not limit the way political ads target its audience and voters. Many consider this a bad decision, as it still does not limit the lies and misinformation in those ads. The only solution the platform offers is to give users more control tools so they can manage the amount of ads they see.
Before December 2019 users could download the Messenger app, login and start talking to their friends without having an active Facebook account. However, this past December they quietly eliminated that possibility.
It’s Google Week on Marketing Updates With Motion Ave! Today’s marketing news is dominated by Alphabet’s web giant! Check out all the news right here.
Google Ads’ Optimization Score Will Include Display Campaigns
Google has expanded its optimization score feature to include one of the most common campaign types: display, which includes search, shopping, and display ads. As with existing categories, the score uses Google’s algorithm to analyze the features of your ads that it predicts will most improve results.
In this never-before-seen feature, a paid service will explain why it does anything it does to its advertiser customers. Google’s new “See Explanation” feature will help advertisers optimize ads more efficiently, providing specific measures for ad impressions, clicks, and cost. Accepting our ad money and telling us how those ads actually performed? You’re spoiling us rotten, Google!
In the time it took you to read this sentence, your likes count on one of your Instagram From FACEBOOK posts has probably changed. Back from checking? I bet it changed again. Just kidding! Want to prevent this nightmare scenario from ever happening again? Google Chrome’s new desktop extension displays the number of likes on posts that don’t show them. Bafflingly, advertisers and influencers in several test countries have exploded into fireballs of anxious rage when Instagram from FACEBOOK has hidden their like counts. We can all sleep better tonight.
Canva will ring in the new year with new tools, including a video editing tool that, as always, requires no previous design experience! The company also launched its desktop version and an option focused on Education: Canva for Education.
Welcome to another edition of Marketing Updates with Motion Ave! This week Facebook and Google dominate headlines with changes and new features in their ad platforms and user engagement. Find out more now!
“Don’t Move,” Says Facebook and Instagram Un-Menacingly
Shopping is so freakin’ hard nowadays. Not only do you have to browse ads right in the middle of your social feeds to find things you want, you have to click away to some other site, where you’ll probably have to click two or even three more times before completing a transaction!
The oppression ends now, thanks to your friends at Facebook and Instagram From Facebook. The dynamic duo is testing Dynamic Ads permitting you to complete such transactions clicking directly on the ad in your feed, and check out using the Checkout on Facebook feature- all without leaving the comfortable, reassuring ecosystem of your favorite social media platform.
To leverage the visitor retention this new feature promotes, Instagram is trying something else new, as well: shopping ads can now be transformed into paid promotions. Previously, only organic posts could be given shopping tags- now, powerful buy-on-demand ads can get the same treatment as your marketing campaigns.
Oh, and of course Facebook would love you to use Libra to pay for all of it. Kthanxbai!
A few months ago, we reported that Facebook was stepping up to “snake oil” ads: promotional content for medical products with no scientific basis (or outright lies) for their performance claims. Besides marketplace fraud, these products have life-threatening consequences, as often, they’re simply supplements with dangerously highly concentrated elements- if they even have active ingredients at all.
Google now prohibits ads for “treatments that have no established biomedical or scientific basis,” as well as those with extremely limited or clearly biased testing data.
Facebook Makes It So Shakira Totally Can’t Ignore You Now
Facebook and Instagram are also giving some love to interactivity between popular figures on the platform and their flock. Public figures can now interact simultaneously during an event, and can tag Stories with Fan Reply Stickers, encouraging their followers to respond with photos that they can then reshare in-story, creating a running dialogue.
On Facebook, celebrities and influencers can add “swipe-up” links that can redirect fans to products the celebrities are promoting or selling, encouraging content creators to integrate their promotional material with meaningful social interaction and other in-ecosystem activities.
Google Expand Several Features To More Campaigns Types
Google continues its efforts to improve ad services by offering wider options to ad campaigns. Outcome-based bidding, previously only available for CPM (cost per thousand impressions) objectives, will now be available for Display and Video 360 campaigns. Likewise, automated bidding is now available for all non-guaranteed deals, allowing advertisers to access Google’s advanced machine learning to improve their ads results. Other tweaks to the way outcome-based bidding works are included as well, with the overall goal of better enabling marketers to purchase exactly the outcomes they want, and not pay for what they don’t.
Learn more here: https://www.socialmediatoday.com/news/google-expands-outcome-based-buying-and-automated-bidding-to-more-campaign/562648/
That’s all for this week! See you next week with more Marketing Updates with Motion Ave. Don’t forget to follow us through our social networks to keep up with all the changes in the world of digital marketing!
Marketing Updates With Motion Ave September 13th, 2019Edgar Guillen
Every day, advertisers hustle to compete with millions that also want their ads to be in the first position on Google. Sound like you?
And when you finally get those first results, there’s another problem: you compete again to win your target audience’s attention.
Writing the perfect ad isn’t easy, but it’s essential; it’s not just enough to get great positioning. The right copy is the difference between conversion and failure. With these proven tips – the principles WE use to write great ads every day- you’ll learn how to write killer ads for Google Adwords.
1. Benefits over features is a myth
According to Isaac Rudansky, it’s essential to devote ad composition to discussing the features of the products when writing PPC ads. Unless you’re selling a completely new kind of product, most consumers finding you through Google search are already educated on their need for what you’ve got; they’ve warmed themselves up. Now they’re looking to be informed more than sold to.
For example, if you’re looking for new apartments for sale in Miami, you’ll probably be concerned first with the size, price, location, etc. You’ll want to see that information quickly and clearly; this should take precedence over how the new apartment will make you feel.
Mixing emotional and other benefits with a clear presentation of features is fine, but never forget to include your features in your PPC ads. The following ad is an excellent example of a combination of a psychological benefit with the features of the product or service:
Here, some copy is devoted to generating emotional appeal (“make the most out of your travel experience by living like a local”), but the copy moves quickly on to the specific features: offering a search of rentals and hotels, booking, the extensive locations available, etc.
2. Include price, promotions and exclusive offers
Price allows people to scan if your product or service is perfect for them. Being up-front and clear about pricing is ESSENTIAL to avoiding bad clicks. For most shoppers arriving via search, the price will be one of their first concerns: if you’re evasive or slow to reveal it, that fragile early trust necessary for buy-in is lost, and your visitor is unlikely to investigate further- even if your product would have been great for them. If the price is too high, most will move on and continue searching- that’s fine. However, if the price works for them, they’ll probably check out the offer, having made themselves pre-qualified buyers.
A great strategy is also including promotions and exclusive offers in your ad extensions, letting the first glance at your ad give a sense of urgency and scarcity:
3. Highlight your brand’s legitimacy
When writing PPC ads, it’s important to highlight what makes your company unique and better than the competition. Mention awards, social proof, how many clients you have, and all those things that give your brand legitimacy as long as these facts are real and verifiable. For example:
Notice how right after illustrating features (first and most important, remember?), the ad rolls out the quality indicators: trusted by 4,000 businesses, high quality, 3 million job listings.
And, as you’ve probably noticed in most of the examples above, using registered symbols are recommended to increase CTR (click-through-rate) and to give also brand legitimacy.
4. Your ad copy must be similar to your landing page copy
When you write your PPC ads, it’s essential to consider the copy you’ve already got (or have planned) in your landing page. If your landing page doesn’t properly follow on the expectations generated by your ad, your quality score will go down, increasing the cost per click of your ads and of course, your conversion rates will decrease as well. This is BAD- but easily avoided.
Using the same keywords from your ad at the top of your landing page tells the visitor that they are at the right place and it will increase your relevancy score.
5. Focus on your headline first
According to Isaac Rudansky, your most important message belongs in your headline, because most people make their decision at that moment- which sounds obvious, but this means that you can’t rely on the description to capture interest.
When writing your headlines, don’t forget to include your keywords to mirror the searcher’s query. Be as specific as the user’s query, and whenever possible, include a call-to-action:
This is a simple, elegant example (from one of the most masterful marketers in the world, Coca-Cola, no less)- the keywords are clear and reflect the search (“custom bottles”) and are followed with a short, clear CTA: put your name on a Coke bottle.
6. Make your ads hyperlocal
This doesn’t just mean mentioning your region or city- studies have shown that using phone numbers with the area code close to the visitor can DOUBLE your conversion rates. The intention is to make your audience feel that you’re local: right around the corner, accessible, and convenient.
Time to start applying these strategies to your Google Ads! Test out a variety of messaging approaches using these tips. As you begin writing your ads and collecting data, you’ll see what works best for your specific audience. Which each test you run, you’ll understand better what makes your ads perform well.
Are you ready?
Any doubts? Want help in creating a winning Google Ads campaign? Get in touch with us. After all, this is our passion, and we’d love to be part of your marketing team.
6 Expert Tips To Writing Ads For Google Adwords May 15th, 2019Ana Cristina
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.
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?
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:
Target CPA (cost-per-acquisition)
Target ROAS (return-on-ad-spend)
Enhanced cost-per-click (ECPC)
Manual CPC bidding
Target Search Page Location
Target Outranking Share
Cost-per-thousand impressions (CPM)
Cost-per-thousand viewable impressions (vCPM)
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.
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.
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.
With each new query to the search engine, there’s a new auction and probably a new ranking.
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:
Product & brand consideration
Brand Awareness & reach
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:
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.
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.
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.
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).
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.
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 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!