“Hey Siri, How Do I Optimise My Site For Voice Search?”
So you’ve just finished optimising your website for desktop and mobile—think you’re done? Think again! The truth is, these days more and more people are asking Siri, Google Now and Cortana to do their searching for them, and by 2020, 50% of all searches will be done by voice (ComScore). As you’re probably aware, voice search is a heck of a lot easier than typing, and you get to look like David Hasselhoff in Knight Rider while you do it!
Bearing this in mind, there’s no better time than now to ensure your page is digital assistant friendly. Below we’ve compiled a few tips and tricks you can implement now to optimise your site for voice search.
People Talk Like People, Not Like Robots
First things first: when optimising for voice search, aim to make the content on your page read as conversationally as possible, and ensure that it answers all potential questions that consumers might ask.
Secondly, in the age of voice search, web content is more about semantic search and the context of it, as opposed to specific keywords—so with this in mind, remember to ‘think like a human.’ When it comes to optimising for voice search, the days of making keywords the focal point are over.
For example, say you’re running a bed and breakfast in Noosa? In this case, you’d most likely be focusing on keywords such as ‘Noosa, Noosa accommodation, and Noosa hotel.’ When optimising for voice search, I’d recommend that you try adding longer, vocal friendly keywords such as: ‘Place to stay in Noosa,’ ‘Noosa accommodation info,’ and ‘Best Noosa accommodation.’
Remember: the key point is to ‘humanize’ content and create keyword structures that are more conversational and less robotic.
Be More Mobile
As if you didn’t already know, mobile-friendliness is imperative, and with voice search and mobile going hand-in-hand, it’s critical that you ensure your content is mobile friendly!
Firstly, make use of Google’s awesome Mobile-Friendly Test to see how well your site displays on smartphone, and if it’s not up to scratch, make the necessary changes. Remember, people read content differently on their mobiles as opposed to their desktops, and it’s therefore essential to understand the differences between how your content should look on both.
Be A Local Legend
Ask yourself, when are people most likely to use their voice assistants? As you may have guessed, it’s often when people are driving and unable to type. For example, they may be wondering where the closest petrol station or sushi joint is, and it’s therefore essential that your website is optimised in a way that Google can instantly recognise the relevance between your website and the customer’s query.
To put your business at the top of that list, you need to have all your basic information in text rather than as an image; information like: your business name, address, phone number and directions from popular main roads/landmarks. Remember, Google search can’t crawl a text image, and consequently, a voice search won’t pick up your information in this instance either.
There are plenty of different ways to get into Siri’s good books—you just need to commit the time to ensure your page is best optimised for voice searches. And, while it’s not quite time to proclaim the death of the keyboard, it’s clear that Siri, Google Now and Cortana are growing exponentially—and you’d be wise to stay with the times!
In the meantime, make a start by asking Siri to beatbox for you. Trust me, it’s worth it!
The best and worst features of Google ‘Allo’
“Allo mate!” It sounds like something that should be on a tourist ad – but no, this is just me and my imagination as I read over Google’s latest app development.
Currently in the testing phase, ‘Allo’ initially seems very similar to Whatsapp – although there are of course some notable differences. So far the reviews have been mixed, with some suggesting the app would be better bundled with ‘Google Duo,’ Google’s 1-to-1 voice call app. So with that said, let’s have a look at the great, the okay, and the not so great.
Thumbs up Features
Incognito Mode – With end-to-end encryption, you can chat privately with your contacts. Simply choose how long you want messages to stick around for, and when they should expire. You can also make sure your chats stay private from snoopy people sitting behind you on public transport by using the private notifications setting.
Google Assistant – Want to know the weather report for the weekend, the best local japanese restaurants, or simply need a reminder for an early wake up alarm? No problem! Just use the microphone button to ask a question, and Allo’s Assistant will give you an answer (or in the case of an early wake up, set your alarm).
allo google assistant
Image from Android Police
Individual message deletion – According to Ausdroid, Allo will allow users to delete individual messages from their chat stream. For example, let’s just say that your partner sends you an emergency text with their credit card details – you certainly don’t want those hanging around on your phone do you! With Allo, you can simply delete any messages as you feel fit. While this is certainly not a revolutionary idea by any means, it’s still one that is helpful. Just be aware, deleted messages will only disappear from your device.
Independent artist sticker packs – According to Allo, their app will offer users 3 sticker packs to get started (each containing 24 stickers), with the option to purchase more (in total there are 24 packs). Similar in part to some of the Hangout emoticons, you’ve got everything from the funny and cute, to the sassy and cheeky (such as ‘pudding the cry baby,’ ‘fun-der the sea,’ ‘worst day ever,’ and ‘talk to the hands’). Just be aware however, there are a few packs that are possibly NSFW – including ‘Julio the Bull,’ a bootylicious character who, let’s face it, is in no need of an ego boost! All stickers are designed by independant artists and studios from around the world.
Ink – as mentioned earlier, Allo will allow you to get creative by ‘inking’ photos (essentially, drawing and doodling on them).
Search Function – With Allo’s dedicated and extensive search function, you won’t have to worry about endlessly scrolling through your chats to find a specific text (as with Hangouts). Hallelujah for that!
Features that are a bit MEH
Smart Reply – According to Allo, this feature will allow your phone to automatically respond to pictures and text messages automatically – without you having to type a single word. Apparently, the app does this by learning over time what your response style is, and then adapting from there. For example, if your friend sends you a picture of their new puppy, Smart Reply might suggest that you respond with ‘aww how cute!’ or ‘Love!’ You then have the option to click on one of the suggested responses.
Personally, I think it’s a bit average. I mean, are we really so time poor that we’d rather a machine converse with our friends as opposed to us? I know I’d rather have a real conversation with my friends and family – and receive genuine responses from them – without the ‘help’ of automatic suggestions.
And let’s not even get started on what would happen if it automatically sent off an incorrect response!
Thumbs down Features
No cloud backup – According to Android Police, it seems that Allo does not have a dedicated backup or cloud function – something which seems rather strange. For some this could possibly be a killer, as once uninstalled, your chat history and one-one-one texts, along with images you’ve sent and videos you’ve received, are all gone.
However, given that the app is still in its testing phase there’s hope that perhaps this function will be fixed by the time the final app version is released (we really do hope so!).
No ability to play videos within the app – Unlike other mediums, users will need to play videos through a preferred media player
No trimming – If you’re hoping to trim that lengthy video before sending, it appears this won’t be an option sorry.
Auto-Wifi – Hoping to save data by limiting your auto downloads to Wifi only? Sorry, it seems this also isn’t a possibility yet.
As mentioned Allo is still in the testing phase – so there is still hope for change. What will stay or go however, remains unknown for now.
What are your thoughts on Allo? Do you think it will replace Hangouts or Whatsapp as your preferred app? Let us know!
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What is Meta?
Meta, is a company that has redefined the way we connect, communicate, and consume content. Meta, previously known as Facebook, has expanded its horizons beyond the conventional realms of social networking and now offers a multitude of services under its umbrella. One of the standout components of this transformation is Meta Ads – a dynamic advertising platform that enables businesses to engage with their target audience like never before. Its flagship product, the Facebook social media platform, has grown to encompass a broader vision, leading to the rebranding of the company as Meta. Meta envisions a metaverse that goes beyond traditional digital experiences, integrating augmented reality, virtual reality, and various other technological advancements.
What are Meta Ads?
Definition
Meta Ads, an integral part of Meta’s ecosystem, are a sophisticated form of digital marketing that empowers businesses to connect with their target audience across multiple platforms, including Facebook, Instagram, Messenger, and more. These ads leverage the vast amount of data within the Meta network to deliver personalized and relevant content to users, thereby enhancing the effectiveness of marketing campaigns.
Purpose
Meta Ads serve a multifaceted purpose in the digital marketing landscape. They enable businesses to reach a wider audience by connecting people from all over the world as their potential target audience. It provides a diverse range of advertising formats like video or image which caters to various business goals and creative strategies which maximises engagement. It also helps with analysing results as it provides tools and techniques to track the performance of the campaigns in real-time, enabling data-driven optimizations.
Types of Meta Ads
Facebook Ads
They let businesses use single images to promote their products, services, or brand. Image ads can be used across different ad types, placements, and aspect ratios. Image ads are a good fit for campaigns with strong visual content that can be shown in just one image. These images could be made from illustrations, design, or photography.
Facebook lets businesses use a single video to showcase their products, services, or brand.They’re especially helpful for product demos, tutorials, and showcasing moving elements.
Carousel ads showcase up to ten images or videos that users can click through. Each has its own headline, description, or link. Carousels are a great choice for displaying a series of different products. Each image in the carousel can even have its own landing page that’s specifically built for that product or service.
Instant Experience ads, previously known as Canvas Ads, are mobile-only interactive ads that let users engage with your promoted content on Facebook. Using Instant Experience ads, users can tap through a carousel display of images, shift the screen in different directions, as well as zoom in or out of content.
Collection ads are kind of like immersive carousels — taking the user experience a step up. Collection ads are mobile window-shopping experiences where users can flick through your product lineup.
Instagram Ads
These are single-image ads that appear in users’ Instagram feeds. They are a simple yet effective way to showcase products or services and can be used to drive traffic to a website or landing page.
Video ads are similar to photo ads, but they use videos instead of images to convey the message. Instagram videos can be up to 60 minutes long, but you should prefer much shorter videos for your ad. Video ads are a great way to tell a brand story or showcase a product in action.
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Carousel ads
Carousel ads allow businesses to showcase multiple images or videos within a single ad unit. Users can swipe through the images or videos, giving them a more immersive experience.
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Story ads
Instagram Stories ads are full-screen ads that appear in between users’ stories. These ads are a great way to create interactive and immersive experiences for users and this is why engagement is often higher with this type of ad.
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Collection ads
Collection ads are designed for e-commerce businesses and allow users to shop directly from within the ad. These ads feature a cover image or video and multiple product images below, making it easy for users to browse and purchase products.
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Explore ads
Explore ads appear in the Explore section of the Instagram app, where users discover new content. These ads are a great way to reach a new audience and increase brand awareness. Instagram Explore ads do not appear directly in the Explore section, but are shown after someone clicks on a photo or video from Explore.
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Shopping ads
Designed for e-commerce businesses that have a shop on Instagram, Shopping ads take users directly to a product description page within the app. From there, your customers can easily make a purchase.
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Reels ads
After the launch of Reels, Instagram has also allowed Reels Ads. These ads are usually videos, up to 60 seconds long, that are shown between Reels.
Process
Step 1. Choose your objective
Login into Facebook Ads Manager and select the Campaign tab, then click Create to get started with a new Facebook ad campaign. There are 3 marketing categories – Awareness, Consideration and Conversion that Facebook provides with consumers on what they want their ad to accomplish.
Step 2. Name your campaign
Name your Facebook ad campaign and declare whether your ad fits into any special categories like credit or politics. If you want to set up an A/B split test, click Get Started in the A/B Test section to set this ad as your control. You can choose different versions to run against this ad after it’s published. Scroll down a little further to choose whether to turn on Advantage Campaign Budget+. This option can be useful if you’re using multiple ad sets, but for now, you can leave it turned off. Click Next.
Step 3. Set your budget and schedule
At the top of this screen, you will name your ad set and choose which Page to promote. Next, you decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget. Then, set the start and end dates if you want to schedule your ad in the future or choose to make it live right away.
Step 4. Target your audience
Scroll down to start building the target audience for your ads. Start by selecting your target location, age, gender and language. Under location, you can even choose to include or exclude cities over a certain size. You can also prioritize people who’ve recently shown an interest in the product or service you sell.
Step 5. Choose your Facebook Placements
Scroll down to choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Advantage+ Placements. When you select this option, Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results
Step 6. Set brand safety and cost controls
Scroll down to the Brand Safety section to exclude any types of content that would be inappropriate to appear with your ad.
Step 7. Create your ad
First, choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process. Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. When you’re happy with your choices, click the green Publish button to launch your ad.
Tips and Tricks
- Use vertical videos: Use a vertical or square aspect ratio. Most people hold their phones vertically, so you’ll cover more of their screen.
- Shorten text: People on Facebook and Instagram scan quickly. In research conducted by the Mobile Marketing Association, it took two to three seconds for two out of three for people to see and cognitively recognise desktop ads compared to 0.4 seconds on mobile. Keep your text short, clear and concise to get your message across.
- Add multiple images using the carousel format: Carousel allows you to show several images for people to scroll through at the same cost. It’s a great opportunity if you have lots of product or brand images.
- Add movement: Ads with movement can stand out in Feed. Templates in Meta Ads Manager can help you create a video ad from your images.
- Use calls to action: A range of call-to-action (CTA) buttons are available for Facebook and Instagram ads. These buttons draw attention and encourage people to engage with your ad. Based on what you want people to do when they see your ad, experiment with the CTA buttons available for different ad objectives and formats. See which ones get your audience to take action.
Resources
Paid Meta Training Resources
Free Meta Training Resources
YouTube is not only a platform for sharing videos but also a powerful advertising tool that allows businesses to reach a global audience in creative and engaging ways. Understanding the various YouTube ad formats is crucial for creating successful ad campaigns that resonate with your target audience. In this comprehensive guide, we will explore the different YouTube ad formats, their features, benefits, and when to use each format effectively.
Exploring the differences of YouTube Ad Formats:
Skippable Ads
Best for: Maximizing Brand Exposure
Skippable ads, also known as TrueView in-stream ads, are one of the most common ad formats on YouTube. These ads appear before, during, or after a user’s chosen video and can be skipped after the first 5 seconds. The key features include:
- Ad Length: Skippable ads can vary in length, but the first 5 seconds are crucial for capturing viewers’ attention
- Engagement: Viewers can skip the ad after 5 seconds, so creating a compelling hook in the beginning is essential
- Cost: Advertisers are charged when viewers watch at least 30 seconds of the ad of the entire ad if it’s shorter than 30 seconds
Non- Skippable Ads
Best for: Conveying Important Messages
Non-skippable ads are short video ads that viewers are required to watch before they can access their chosen video content. These ads are limited to 15 seconds in most cases. Key features include:
- Viewing Obligation: Viewers must watch the entire ad, which can lead to higher engagement
- Message Efficiency: Due to the time constraint, these ads require clear and concise messaging
- User Experience: While they ensure ad views, non-skippable ads can be seen as intrusive if not well-crafted
Bumper Ads
Best for: Delivering A Punchy Message
Bumper ads are short, non-skippable video ads that are limited to 6 seconds. These ads are designed to be concise and impactful, making them ideal for mobile users. Key features include:
- Limited Length: The 6-second limit encourages advertisers to convey their message quickly and creatively
- Mobile-Friendly: Bumper ads are effective on mobile devices, where attention spans are typically shorter
- Frequency: They can be used as a supplement to longer ads to reinforce your message
Overlay Ads
Best for: Prompting a call to action (CTA)
Overlay ads, also known as display ads, appear as banner ads at the bottom of the video player. They can be text-based or rich media ads. Key features include:
- Visual Presence: Overlay ads don’t interrupt the video content and are displayed as a semi-transparent overlay
- Engagement: They encourage viewers to click through to your website or landing page
- CTR Tracking: Overlay ads’ click-through rates (CTR) can help measure their effectiveness
Sponsored Cards
Best for: Showcasing products
Sponsored cards are interactive, content-specific cards that promote products featured within the video or related products. They appear as small teasers within the video. Key features include:
- Contextual: Sponsored cards provide relevant information about the products or services featured in the video
- Interactivity: Viewers can click on the card to see mobile details or visit the advertiser’s website
- Engagement: These cards enhance the user experience by offering additional value
Discovery Ads
Best for: Capturing Intentful Viewers
Discovery ads, previously known ad TrueView discovery ads, are promoted videos that appear in YouTube search results, alongside related videos, and on the YouTube mobile homepage: Key features include:
- Placement: Discovery ads are strategically placed in areas where users are actively looking for content
- Viewer Intent: These ads target users who are more likely to engage due to their search or browsing behaviour
- Thumbnail and Title: The ad’s success depends on an attention-grabbing thumbnail and an enticing title
Masthead Ads
Best for: Broad Audience Impact
Masthead Ads, also known as YouTube’s “Masthead” placement, allow your video to take center stage at the top of YouTube’s homepage on all devices, from desktops to mobile devices and smart TVs. The prime real estate grants you unparalleled visibility and exposure, making it an ideal choice for campaigns aimed at maximum reach and brand impact. Key features include:
- Massive Reach: Engaging a diverse audience with prime placement, ensure that your message reaches users across various demographics and interests
- Visual impact: Capture attention instantly with autoplay visuals
- Clickable CTAs: Direct traffic with overlay CTSs for seamless engagement
10 Steps to Start YouTube Ads
Starting YouTube ads involves careful planning and execution, but the potential to reach a massive and engaged audience makes it worthwhile. By following these 10 steps, you will be on your way to create impactful and successful YouTube ad campaigns that drive your marketing objectives.
1.Define Goals:
Clarify your campaign objectives. Are you aiming for brand exposure, website traffic, lead generation, or sales conversions? Having clear goals will shape your entire strategy
2. Create Channel:
Establish a YouTube channel for your business. This provides a dedicated space to host your video content and manage your advertising campaigns
3. Link Accounts:
Link your YouTube channel to a Google Ads account. This integration allows you to manage and track your ad campaign seamlessly
4. Budget:
Determine your budget for the campaign. Decide whether you want to allocate a specific amount per data or for the entire campaign duration. Google Ads offers various budgeting options to suit your needs.’
5. Audience:
Identifying your target audience. Consider demographics like age, gender, location, and interests. The more precise your audience targeting, the higher the chances of reaching the right viewers
6. Choose Format:
Select the appropriate ad format based on your goals. For instance, if you want to create brand awareness, skippable ads might be ideal. If you have a short, impactful message, bumper ads could work better
7. Craft Content:
Develop compelling video content that resonates with your audience. Start with a captivating hook in the opening seconds to capture viewers’ attention and encourage them to watch further
8. Set tracking:
Implement tracking mechanisms, such as Google Analytics or conversion tracking, to measure the effectiveness of your campaign. This data helps you refine your strategy and understand what’s working
9. Campaign Details:
Configure campaign parameters. Specify the campaign start and end dates, ad scheduling (when your ads will run), and geographic targeting (where your ads will be shown)
10. Launch and Optimize:
Review your campaign settings, content, and targeting one final time. Once you are satisfied, launch the campaign. Continuously monitor key performance indicators (KPIs) like click-through rates, view rates, and conversions. Use these insights to optimize your ads for better results over time
As you navigate the world of YouTube advertising, understanding these various ad formats is essential for tailoring your campaigns to your audience’s preferences and behavious. Each format offers unique advantages, and by strategically using them, you can create compelling and experiences that resonate with viewers and drive your marketing goals.
The key to a successful YouTube ad campaign is not only choosing the right format but also crafting engaging content that captures your audience’s attention and encourages them to take action.