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The Team
08/19/2021

August Digital Marketing Industry Updates

Facebook Ads to Include Privacy Enhanced Technologies for Greater Security

Facebook has been looking into creating more secure safeguards and measures for its users while still be able to give them a personalised experience on the platform. To do that, they’ve developed Privacy Enhanced Technologies (PETs) that draw in techniques from cryptography and statistics that will make use of on-device learning. This simply means that the algorithm will now process user data and information on the user’s device rather than store and analyse it on the cloud or a remote server. Keeping the information locally should help keep data secure, while still give Facebook users personalised ads on the platform.

Targeting users under 18 based on age, gender or interests now disabled for Google Ads

As more and more students and children undergo virtual schooling, Google is taking some necessary steps and measures to ensure that they can still stay secure and protected. One policy that Google is introducing is the ability for anyone under 18, or their parent or guardian, to request the removal of their images from Google Image search results. Additionally, Google is adding more protocols and safeguards to protect teens from age-sensitive ad categories. For advertisers, this also means that targeting based on age, gender or interests for people under 18 is no longer allowed. And while this may not greatly impact marketers and advertisers, expect certain audiences to be removed for ad targeting.

Attribution Models Now Applied to YouTube and Display Ads

The benefit of attribution models for Google Ads is that they can help marketers gain a better understanding of the engagement and conversions they receive from their campaigns. Recently, Google upgraded all their Google Ads attribution models so that they are now able to support Display and YouTube ads as well. Together with the upgrade comes the ability to view data for Search, YouTube and Display campaigns all in one place, making it easier to make comparisons between platforms. Additionally, YouTube’s data-driven attribution model is now also able to measure “engaged views”, giving advertisers more insights to their ads and engagement. Finally, the upgrade is a step that further helps marketers further understand a customer’s online journey towards a conversion, so that they can make more informed decisions when optimising their campaigns.

Instagram Test Ad Placements in Shop Tab

In an attempt to give online retailers and shops more support in e-commerce, Instagram is testing out ad placements in their Shop tab to try and distance themselves from relying too heavily on third-party cookies and cross-app tracking. Additionally, having all activity and engagement happen on the Instagram app gives advertisers more insight and control over their campaigns. The ad placements are currently only available to a certain retailers in the U.S. However, after testing, Instagram is planning on rolling out these placements globally in the coming months.

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The Team
06/11/2021

Digital Marketing Industry Updates – June

Latest Updates from Instagram: New Reels & Live Video Analytics, and Likes! (GMT)

Back in 2019, Instagram decided to remove the like counts in Australia to pave the way for a safer internet space. This, of course, posed certain obstacles and limitations for brands and influencers in keeping track of trends and engagement rates. Recently, however, Instagram released a new feature that now allows users to choose whether they want to have the like counts visible or invisible. The new opt-in feature for hiding likes can be found in your privacy settings. However, even though hidden, you can still view like counts through the analytics account.

Instagram also announced the release of new native data for their reel and live video features to help marketers track and analyse their performance. Additional metrics for Reels include plays, accounts reached, likes, comments, saves, and shares. Whereas for live video, the new metrics being rolled out include accounts reached, peak concurrent viewers, comments, and shares. Instagram ensures creators and businesses that these new measurements can better help them understand how well their content is performing. However, these new analytics are only available to Business and Creator accounts. To find them, simply tap on the “Insights” button from your profile page and you can view up your latest metrics for up to 30 days.

 

New Google Ad Formats for Local Campaigns (GMT)

Several new Google Ads formats were launched late last month centreing around local campaigns. These new formats include: Auto-Suggest Ads, Navigational Ads, Similar Place Ads, and Pickup Later ads. All the newly launched ad formats are based on location. First up, Auto-Suggest Ads are shown when a searcher is located close by to a related product or service on Google Maps. Navigational Ads, on the other hand, are shown while a user is using Google Maps driving directions and can be displayed as a user is driving towards a destination. Thirdly, Similar Place Ads appear when the business searched is closed, and so the user is instead shown a similar business on the map, potentially capturing traffic that would otherwise be directed towards competitors. With all these new features in place, local business and advertisers will have more opportunities to reach customers in the surrounding areas using localized results to offer the best user experience.

 

Goodbye Broad Match Keywords (GMT)

One major updated that happened with Google Search campaigns this 2021 is the phasing out of the Broach Match modifier keyword match type. This change saw Phrase Match expand to include the additional Broach Match traffic in a bid to increase effectiveness quoting that “…You reach more of the right customers through a combination of the two”. If you are currently running Search campaigns on Google, make sure to reach out to your Account Manager to check how this might affect your current campaigns.

 

Automated AI-Driven Optimisations (GMT)

This 2021, In a move to further expand automation and AI-driven improvements, Google Ad’s recommended optimisations feature moved from ‘suggested’ to auto-applied instead. Reviews of the change have been mixed as the AI-driven optimisations don’t always consider the nuances in optimisation that are part of certain industries. Thus, the 35 editable options are still opt-out. If you’re interested in finding out more about how AI-driven optimisations can potentially impact your campaign, make sure to schedule some time for a chat with your Account Manager.

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The Team
05/19/2021

Landing Pages To Engage Customer Attention

With the over-saturation present in the digital landscape, companies of all sizes are investing heavily in search engine optimisation, social media marketing, pay per click management and more. However, all of that can be wasted if you don’t direct your traffic to the most relevant and valuable landing page.

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Rochelle L
03/01/2018

Business Listing – The Best Directories For Your Brand

In this digital day and age, you’d be silly not to invest in online business listing directories.

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Rochelle L
02/08/2018

Digital Marketing Strategies – A Quick Overview

With marketing techniques constantly adapting and evolving, it’s important to develop new tactics to reach your target audience.

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Rochelle L
12/20/2017

Increasing Foot Traffic This Christmas

The holiday season can be a great way to bring in more money and sales, but often, those things come with the heavy burden of additional stress and not enough time to put in the extra effort. Increasing foot traffic is a difficult task but when you do it right, the effort will prove invaluable. For something a little simpler and cheaper this Christmas, we’ve provided you with some tips in the list below to bring more festivity through your door this holiday season! 

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The Team
02/28/2017

Get Negative: Using Advertising Power Words To Your Advantage

Find out how power words can give your advertising the winning advantage!

Have you ever created a Facebook ad which you thought was brilliant, but sadly it failed to gain much traction? If your ads aren’t getting the attention they deserve, think about changing your focus from positive to negative. It’s not the usual scenario, but in the world of advertising, customers actually respond better to words that convey an approaching threat or impending disaster.  

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The Team
01/10/2017

2017 Email Marketing Tips – Don’t End Up in The Spam Folder!

Anyone can shoot off an email newsletter to a client, but not everyone can achieve a good response rate. So what can you do to make sure your emails don’t get banished to the land of no return (in other words, the dreaded trash or spam folder)? Glad you asked! Check out these 2017 email marketing tips to find out more!

Carefully Consider Your Email List

Have you got a strong hub of email contacts? That’s great! But just because you’ve got the option to send your marketing emails out to a huge network of followers, doesn’t necessarily mean they are the best contacts to choose from.  Think carefully about who your strongest followers are, and what sort of audience your content will make the biggest impact with.

As well as this, it’s also vital to plan the best time to send out your newsletters or marketing. For example, did you know that Tuesdays to Thursdays are considered the most popular days for sending emails? According to various studies, Tuesday is the number one choice, followed closely by Thursday and then Wednesday. That said, your contacts are also going to be slammed with competing newsletters on these days so you might want to experiment with emailing on a Monday or Friday.

Avoid Ending Up In The Spam Folder

While it’s natural that some customers may opt out of your content, having clients mark your emails as spam is a bigger problem; one that can have truly negative consequences for your business. To try and avoid this happening, consider the following:

Are you sending emails too frequently? According to Smart Insights, almost 50% of customers mark emails as spam due to high frequency.  In fact, a 2015 study from DMA revealed that the majority of people believe it is best to email a contact only several times per month (36% believe 2-3 times per month is sufficient).

Have you enabled email authentication? If not, turn it on immediately! This can help protect you from hackers who may be sending out spam from your account without you even knowing.

All in all, spam email is a huge issue and not a position you want to find yourself in. Whether intentional or not, if your customers are hitting ‘spam’ instead of unsubscribing, you’ll want to spend some time investigating why this is happening. By sending your content to the best possible audience, on the right days, and not overwhelming them with too much at once, you should be on your way to a better response rate!

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The Team
09/06/2016

Is Pop-Up Advertising Dead?

How many times have you found yourself reading through a website, only to be interrupted by a rudely-timed pop-up? You may be thinking, ‘‘is there ever a pop-up that isn’t rudely timed?’ It’s a good question, and one that millions of people around the globe undoubtedly have asked themselves as well. The fact is, many pop-up ads just don’t get through to us the way they used to – but does this mean that pop-up advertising is dead?

Recently it was announced that as of early 2017, Google plan to penalise the rankings of websites who use invasive mobile interstitials – specifically, pop-ups that either completely or severely take over a reader’s experience – to improve the online experience of readers.

Given that software such as AdBlock has been downloaded over 500 million times, and that ‘annoying ads’ have been cited as the number one reason for blocking a site, it’s fair to say that people aren’t too fond of ads (let alone invasive pop-ups). However, despite what you might think pop-up ads aren’t all bad. Take for example the following statistics from webmeup:

  • Pop-ups can double your subscription rate
  • Entrepreneur.com increased their sales by 162%, subscriptions by 86 % thanks to pop-ups
  • Visual Website Optimizer upped sign-ups by 50% with a pop-up form on the site

So what’s the verdict? Basically, you just need to know which kinds of pop-ups to focus on. Below are two examples.

Exit Pop-Ups

It’s a fact that people switch off when bombarded with ads that either completely take over their internet experience, or disrupt them as soon as they log onto a site, but that’s not to say that pop-ups don’t have their place. An example? Exit pop-ups.

For example, unlike their more annoying counterparts, exit pop-ups only appear when a reader chooses to navigate away from a website. Essentially, they operate like a ‘last chance’ offer – allowing you to invite readers to stay on your page and to remember your brand. Discount offers are a fantastic example of an exit pop-up, and are one that can also instantly drive up your sales.

exit-pop-up

Subscription Hover Pop-Ups

Unlike traditional pop-ups, hover-style subscription boxes can also help you to convert more readers. For example, according to Ambitionally, social media scientist Dan Zarrella found that pop-up ads doubled his subscription rate without increasing bounce rate!

Speaking of hover-ads, you can also try adding these to the end of your webpage. After all, if a reader gets that far down the page, it’s likely they’ve been enjoying reading your blog post – and therefore, may be more likely to opt-in to a subscription or to click on your pop-up.

Despite what we think about pop-up ads, it’s clear that they can still be beneficial to both customers and advertiser – however, the key is to learn which ‘types’ of pop-ups work best for your business, and when to apply them. Above all, it’s important to look into creating non-intrusive ads that appeal to your customers!

If you’re looking for an expert marketing agency to help you on your business journey, and to increase your traffic and get the conversions your business has been lacking, contact GetMore Traffic today on 1300 332 256! 

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The Team
08/08/2016

What is SEM, and why do I need an expert?

Here at GMT, we pride ourselves on helping small to medium businesses with their Search Engine Marketing. But what is SEM, and more importantly, why do you need a professional to help? Good question!

SEM is the practice of using digital marketing to increase the visibility of your website in search engine result pages (SERPs). Generally, this is done through ‘pay per click’ (PPC) advertising.

If you’ve ever noticed those little ads that appear at the top of Google’s search results when you type in a phrase or product, that’s what we’re referring to.

PPC & Keywords

These are AdWords adverts, and they’re created through the use of specific ‘keywords’. For example, say you own a Burleigh based camping business and you want to get people to purchase your waterproof jackets… By typing keywords into your AdWords account – tailored to your location and the specific product – you can target and draw customers who are in the ready-to-buy phase of their Google searching.

An example of some keywords you might use, could be:

  • Waterproof jackets gold coast
  • Waterproof jackets burleigh heads

However, before you start choosing keywords you first need to engage in comprehensive research to find out which ones will work best for your advert. This process is easier said than done, and believe me – you don’t want to guess your way through it. After all, the last thing you want to be doing is wasting your business’ money on ineffective PPC ads. Remember, each time a person clicks on your advert, you pay a certain amount of money – make sure you know what you’re doing.

Quality SEM Scores

When it comes to your Google AdWords campaign, another vital aspect to an excellent SEM campaign is to ensure you have high quality scores. Rated out of 10, this is a score given by Google, ranking your ad keywords to the relevancy of a users’ Google search query.

Why is this important?

Basically, the higher quality your score, the more you drive down your costs; allowing search engines to create lower minimum bids for your ad whilst retaining best exposure.  

Contrary to what you may think, spending more on your keyword bidding doesn’t automatically mean that your ad will rank higher. As the below table demonstrates, the ranking position of your advert depends more on it’s ‘quality score’ than the amount of money.

quality score

Source: wordstream

As you can see, this isn’t something you want to get wrong – as it can result in you paying higher costs for adverts that aren’t even being seen. One common mistake that small to medium sized businesses often make, is not understanding the relationship between their landing pages and their ads.

For example, when a user types in a Keyword and then clicks on your ad (triggered in response), they should be directed to a landing page that also contains that keyword. If you’ve set this up correctly, Google will deem your landing page to be a good match, and consequently, boost your quality score. However, if your landing page isn’t relevant to your keyword and ad campaign…uh-oh – your Google score goes down.

The world of SEM is a complex and wonderful one, but as you can see, it’s also one that requires a lot of expertise and knowledge.

If you’re ready to move onto the next stage of your marketing and ensure your business is attracting as many leads as possible, give our expert team a call today on 1300 332 256

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Recent Posts

27/09/2021

How to Grow Your Brand On A Small Budget

While big brands like Google, Amazon, or Apple continue to dominate the consciousness of many people across the globe. Big companies with big budgets are often difficult to emulate or follow, especially for small businesses. But let’s not forget that there are millions of businesses in Australia and New Zealand that create two-thirds of our jobs.

Get More Traffic primary focus has been to help these small businesses achieve their own successes, often by taking inspiration from some of these bigger names and brands and implementing similar tactics and strategies that better fit the small business model.

In this post, we want to continue to help by taking a deeper dive into 3 ways that you can build your brand without having to spend a huge chunk of your budget on prime time TV commercials, or highway billboards.

 

Step 1: Offer Something Unique and Superior.

Author and marketing expert, Seth Godin often talks about how marketing is all about being remarkable (something worth being made remarks about).

Being remarkable is more than just finding small gimmicks, though. It’s about being different enough and special enough for people to take notice.

A local bag maker might not compare with Louis Vuitton’s marketing budget. However, that same shoemaker can leverage the fact that their products are locally produced from high-quality materials, and are lovingly made by an exceptional artisan. 

Remember, you don’t need to dominate your industry. Instead, focus on serving customers within a niche market. Focus on local buyers who are after premium products. People are more than willing to pay for quality craftsmanship.

Artisan products may be time consuming and may not scale, but having something made by hand with extra love and care creates a sense of authenticity that factory-made products can reproduce. Also, having that item personalised increases its value even more for the customer that’s paying for it.

Being local has some powerful advantages against the larger competitors. In cases like these, it’s important to stress those roots, that authenticity, and intentionally distance your brand away from mass-produced products and rivals.

 

Step 2: Make Yourself a Trusted Expert

Content remains an integral part of every marketing campaign, whether for big brands or small businesses. Creating content (whether a blog, vlog, or podcast) can do wonders for your brand, especially if you position yourself as an expert and make it a point to always be helpful towards your audience.

“How to” content, specifically, has always been popular. Just look at Dale Carnegie’s “How to Win Friends and Influence People”, a book that was published way back in 1936 and has sold way over 30 million copies worldwide, naming it one of the best-selling books of all time.

Audiences love free tutorials that can help them become pick up new hobbies, or improve certain skill sets. Make sure your content is informative and actionable, relevant and practical while still containing the distinct voice that’s unique to your brand.

If educating others isn’t exactly your jam, you can always simply feature what it is you do, and how well and amazingly you do it. Nick Pedullá is a furniture craftsman based in Sydney who shares videos of how he goes about building and finishing his custom-made furniture to his 18,000 followers on Instagram. Cutting Edge Country has gained a following of over 22,000 on Instagram, sharing the quality of their boots, jeans, hats, and other fashion & giftware items.

 

Step 3: Invest in Online Advertising

What makes digital marketing and advertising worth it is that you’re able to find and target the people that are most likely to be interested in your brand and your products. You can target locally or country-wide, depending on your customer base, and serve ads to only the most engaged audience.

These days, it’s more important than ever to establish a footing online, especially for small-to-medium businesses. We understand, though, that diving into Google Ads, SEO, or social media can take a lot of time and effort. Thankfully, agencies like ours exist.

If you’re interested in taking your business to the next level, increase your brand awareness, and gain more customers, leads, and sales, call us today so that one of our agents can discuss how we can best help you and your business.

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21/09/2021

September Digital Marketing Industry Updates

Google Display Ads Now With More Automation Features!

Automation is becoming increasingly important these days as algorithms continue to learn and develop over time. As a result, Google is helping advertisers maximise that potential by adding more automated options for Display Ads. Advertisers will be able to choose their preferences in terms of the level of automation applied in the bidding process, the creatives, and the choosing of audiences. Advertisers are still promised the best reach and performance even with regards to the automated options, and these automation preferences can be changed at any time without having to create a new campaign. Over time Google is certain that these automated targeting systems will only keep improving, and will continue to deliver the best results for ad campaigns versus those that are setup manually.

Facebook Also Improves on Automation to Counter iOS Update

Apple’s update that allowed users to choose whether they would allow activity tracking on their devices continues to affect marketers and advertisers. To counter the change, Facebook has also been developing automated features for Facebook Ads. One such feature they’ve developed is the Targeting Expansion. Targeting Expansion makes use of Facebook’s algorithm to show your ads to a broader audience than just the ones that you’ve selected for your campaign. The algorithm will diagnose and determine if your ads would receive a better response with targets beyond your scope, and deliver ads to those users based on its diagnosis. With Facebook’s algorithm being as powerful as it is, it should be worth testing to improve Facebook ad results.

Google Confirms it Auto-Generates Titles for Search Results

Google has made a recent change to its search results pages. Before the update, search results titles were based upon the string of words typed into the search bar by the user. Now, with the change, Google is using a system that generates titles based on the page titles and headlines. Google reassured users and content creators that rankings are not affected by the title changes. It’s important to note, however, that because Google is now pulling titles from your <H1> tags, you must optimise them for when they do appear on the search results.

Instagram Testing Out New “Favourites” Feature

Instagram is testing out a new feature internally called “Favourites” to help improve the overall experience of its users. The feature is very similar to Facebook’s, wherein a user gets to choose 30 friends and pages they would like to hear from first before scrolling through the rest of their feed. This “favourites” feature on Instagram is ideal for businesses, influencers, and content creators that are looking to build a dedicated fanbase on Instagram, as it should place your content above the rest of the feed, giving you incrementally more reach and impressions as you build your audience. The feature is still being tested, and there are no clear indications on whether Instagram will roll it out, but it is definitely something to look forward to if it does.

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