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.
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 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 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.
In digital marketing, every good marketer will tell you that the best strategy is an omnichannel strategy. Don’t put your eggs into one basket. The more channels you can distribute your content through, the better.
However, every so often we still do get this common question from our clients, “Which is better, Google ads or Facebook ads?” And our answer has always been the same: “Both!”
Deciding where to spend the bulk of your budget requires more complex thinking, strategising, and planning. In fact, when choosing between Google or Facebook, the more appropriate questions are actually:
And so, to answer the question between Google Ads and Facebook Ads, we’ll tackle each of these points to help you get a sense of which platform is best to start advertising on.
Because we usually service small-to-medium businesses, the concern about budget comes up in relation to which platform is the better one. Most business owners want to know where is the best place to start advertising into?
To start, get very clear with your numbers. How much can you afford to pay to gain a customer? You want to make sure that you’ll be able to get the best potential returns on your ad spend. To know that, you’ll also need to look at your industry and how they’re performing on both platforms.
Google Keyword Planner can provide you with a good estimate of your potential cost per click (CPC). Some industries are incredibly expensive from a cost per click angle. If you have a daily budget of $500, for example, but your cost per click is around $50, that means that you’re only getting 10 clicks to your website a day. Of course, other industries are less competitive, costing you only $1-$5 per click or less!
You can always bring down a high-cost CPC with a lot of testing and research, and it would be worth it. But you may also want to consider Facebook, which has more robust targeting capabilities.
Google is a search platform, servicing users whose intention is to find answers to their questions. The intention could simply be additional information on a topic, or to find a product or service that could provide the solution to their problem.
Facebook is a social platform where users want to find out what’s new and what’s happening within their social circles. It can also be a place to discover trends and the latest news and updates on things you’re interested in. But the primary purpose of Facebook remains to be social.
If your business sits in the entertainment or news industry, for example, Facebook ads could prove to be the better fit for you, as you’re leveraging off of the many communities that talk about and discuss the topics within the industry.
If you’re a service provider, on the other hand, such as law & architecture firms, clinics, maintenance services, or restaurants, Google can bring in customers that are looking specifically for your services. In fact, according to Google, the searches for terms including “Where to buy” and “near me” have grown by over 200% in the past two years.
Now that you’ve considered your budget and fit, it’s time to consider the intent of the audiences you’re targeting.
One advantage Facebook has over Google is the potential to target any interest, ranging from large pools like sports and entertainment to very niche interests like pottery, knitting, or scrapbooking. Facebook can show your ads to as many people as possible that have those targeted interests.
One advantage Google has over Facebook is being able to target audience intent. Because Google Ads are keyword-based, you’re able to target users in different stages of the customer journey: whether they’re just curious, or they’re already looking to purchase.
A user that intentionally typed in “Vegan restaurants near me” is at a very different stage than one that’s just scrolling through their Facebook news feed and just comes across an ad for a vegan restaurant. They may be interested, and curious enough to click, but they might not yet be at that buying stage compared to the user searching on Google.
Therefore, advertising on both platforms at the same time is often recommended. And while both platforms give you the ability to re-target users that have engaged with your ads or your website, bringing in a cold audience can be more challenging if you’re just going with one or the other.
If you’re still confused about all this, or you’re on the fence about whether you want to advertise on Google or on Facebook, contact us and get in touch with one of our experts. We’ll be more than happy to help to clarify things for you even further and help you get started on the right path to online success!
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.
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.
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.
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.
Back in early years of Facebook, hashtags were an effective and relevant means of gaining more reach on your posts. However, in recent years, less and less brands, businesses, and marketers have been using hashtags due to the seeming decline in their effectiveness for organic posts. These days, hashtags seem to have a more relevant place in social media platforms like Instagram and Twitter.
Recent developments suggest that while Facebook isn’t aggressively pushing users to use hashtags, there are still some sneaky, telltale signs that Facebook is continuing to develop hashtags on the platform.
When was the last time you tried to search a hashtag to try and find posts around a certain topic? If you have recently, chances are that you’ve spotted the new, cleaner, and simpler Facebook hashtag feed.
The Facebook hashtag feed pretty much resembles Instagram in many ways, showing you the most recent and most engaging posts that populate that hashtag.
If you manage one or two Facebook Pages, you’ve probably received a notification or two from Facebook suggesting that: “You can improve your reach by adding hashtags to your posts”.
This quiet suggestion is an indication that Facebook still believes that placing hashtags inside your posts will yield bigger and better reach.
And whether or not you see a huge uplift in your engagement and reach, one thing for sure about hashtags is that they help you better index your content. If you want to go back and review some of your posts on a specific topic, hashtags can help you keep track of those pieces of content.
Naturally, the best place to include those hashtags would be directly in your posts. But the truth is that you’re not limited to putting them in your posts. You can include hashtags in the comments section, as well as in your video descriptions.
When it comes to placement, the obvious choice would be to include your hashtags at the bottom of the post, as that’s where many users are used to seeing them. However don’t limit yourself to just placing them at the bottom, especially if you’re working on creating a library of content around a certain topic.
If you want to create a three-part series of videos on a particular topic, one good way to index all those posts for easy reference is with a unique hashtag place at the start of your post or above the fold (which is about 3-4 lines from the top). In this case, hashtags become a very useful tool for leading your audience to dive deeper into your Facebook content.
There are several apps and services that can index and gather data on hashtags. However, the easiest and simplest way to find relevant hashtags is to head to Instagram, Facebook’s other social media platform, and do your research there.
A simple search of general hashtags like #motivation, #socialmediamarketing or #marketingtips will reveal a series of other hashtags and the volume of posts that populate them. This in itself, is already an indicator of what hashtags might also work over on Facebook.
On Instagram you’re limited to only 30 hashtags. The good news about Facebook is that there is no limit to the number of hashtags that you can use. The only limit you have is the number of characters that you can use in a post, which is around 63,000 characters.
Of course, that’s not to say that you should fill your posts with a massive amount of hashtags. Chances are, that will only make you look bad and desperate. Rather, it’s best to be strategic about this.
One way to go about choosing what hashtags and how many hashtags to use is to think about how you want to brand your business. That said, you can add hashtags that reflect your industry like #socialmediamarketing or #googleadsexpert, hashtags that are specific to your business like #DisruptDigital or #Disruptors, and some brand and universally popular hashtags like #hustle, #ThrowbackThursday, or #keepcalmand.
As for how many hashtags you should use, research (like those done by SproutSocial) has shown that less is more. According to SproutSocial’s data, maximum engagement was achieved when only one hashtag was used, and engagement starts trickling away after 6 hashtags, and then picks up again a tiny bit with posts with 10 hashtags.
So are you ready to start using hashtags on Facebook again? After all, when you really think about it, there are barely any downsides to begin indexing your content with hashtags, and much more benefits once you start using them again.
When it comes to digital marketing there’s one major problem that continues to plague small businesses: finding the right audience.
No business wants to put in hours and hours of hard work, only to find out that the people they’re engaging with online are not exactly the people likely to buy their products or services. Therefore it’s important to figure out just who, exactly, your audience is, before you start marketing and posting on social media.
Find supporters for your business, not naysayers. People who will be ecstatic about buying and recommending your products to the point that they become your secret weapon against obscurity online.
That being said, the first question you should ask yourself is, “How can I figure out who my ideal audience is?”
The most important factor in identifying your ideal audience is to know exactly what the problem you’re trying to solve for them is. It’s not enough to have a general idea of the problem, like “taste and experience good food” or “build better health and lifestyle habits”. Rather, it’s important to really dig deep into your customer’s psyche and analyse what might get them to buy, and encourage them to keep coming back.
We’ve put together a couple of examples of how you can find and dig up your potential customer’s pains:
In the examples above, there are a variety of pain points that ordinary people experience in their day-to-day lives. If you look closer, then, hidden behind each of these pain points is a possible solution, a product that you can create and offer to your customers.
Once you’ve figured out what pain points your product or business directly addresses, then you have a clearer understanding of who your ideal customer is. This deeper understanding can help you even more by giving you some ideas on where to go out and look for them. What are the brands or businesses that these people support? Where do they hang out (online and offline)? Who do they follow on social media?
Now that you have figured out your customer’s pain points, your next step is…
This is where the real work starts. For every industry, there are a definite number of online communities gathered around specific topics, whether that be knitting, woodworking, DIY, photography, food, meal preps, etc.
Facebook Groups are a good example of the type of online community that you’re looking for. Because for nearly every niche topic that exists, there is likely to be a Facebook group that gathers around it. Find those groups and join them.
Often these groups are a gold mine of information about your ideal customers. In them, you’ll see trends that are happening, the pains and problems that customers have with competitor products and services. You’ll see people talk about what they love in a certain product, and what features they wish another one had.
Facebook Groups are also the perfect place to get started connecting with your audience. Once you join two or three Facebook groups, start engaging with the content that others are posting. Provide helpful information, tips and solutions to their queries. The more you engage, the more people will recognise you as an authority, as someone they can trust.
Hashtags are still widely used on Instagram and Twitter these days, making them another perfect means of finding your audience. To add to that, the great thing about Instagram hashtags is that once you type out one hashtag on the search bar (example: #fitnessgoals or #fitnessmotivation), Instagram drops a whole list of other relevant hashtags and the number of posts that contain them.
Clicking on a hashtag then reveals to you what people are posting about the topic, and what recent posts are getting the most engagement. The number of posts for each hashtag gives you a general idea of how big the audience is for that topic, and whether or not you should target it.
As a general rule, though, it’s better to go for hashtags that are not overpopulated with millions and millions of posts. Your content is only likely to get lost in a sea of images or posts. Better to target hashtags that have a more niche audience so that your content is more likely to gain greater visibility and reach.
In every industry, there are questions regarding products, services, and options. People seek reviews of popular products and look for recommendations on which one best suits them. A lot of blogs and YouTube channels cover this type of content. And so one thing that you can do is go out in search of these blogs and channels and engage in the comments.
Beware: Don’t start pitching your own business just yet. Instead, be helpful. Provide support. Share your experiences with certain products. Give your own honest opinion.
Platforms like Reddit and Quora are the perfect place to jump in and engage with online communities. Here, a lot of people are seeking answers. They ask specific questions and don’t always find the right answers in the responses. You can be their guiding light.
One script that sometimes works, especially if someone’s asking for recommendations, is to give your honest opinion: “Between the two, I really liked this product more,” and then sneak in a bit of a pitch: “But I still found that it didn’t have all the features I wanted. So I made my own. You can try it out and see for yourself if it’s a better fit for you.”
Finding the right audience for your business is critical for success. It requires a lot of hard work at the start and can take a bit of time. That’s why agencies like Disrupt Digital exist. You can leave it to professionals with experience so you can spend more time growing your business and improving your products and services.
Back in April, Facebook announced it was removing Facebook Analytics. This move officially occurred last July 1 as a way to consolidate Facebook’s business tools. The removal of Facebook Analytics doesn’t affect the insights section of either Facebook and Instagram. In fact, Facebook has stated that the same data, insights, and analytics are still available amongst their other tools such as Facebook Business Suite, Ads Manager, and Events Manager.
Filling in the gaps for those who opt-out of being tracked online, new features have been added to Google Analytics 4. These new features aim to increase usability and enable you to deep-dive into certain analytics to help you understand better understand your results. Some of these additional features include new navigational panels that help you switch between reports, expanded conversion modeling, and some brand new reporting options for your ads, including “Advertising Snapshot” which gives you a holistic view of conversion points from multiple channels.
To help its users and advertisers save time and maximise ROI, Microsoft ads has released a new advertising feature called Facebook Import. This new feature allows users to copy over their Facebook Audience network into the Microsoft Audience network, saving advertisers the time and effort. The new tool can either be used to complement your existing Google Import strategy, or as a standalone feature.
The latest ‘Reels’ video content on Instagram has become more of a staple on the platform. And because of the increasing popularity of Reels, the feature has also gotten its own Insights and ad space through Reels Ads. The format is still very similar to Reels in that the ads can go up to 30 seconds (double the length of your standard Instagram Story ads). These ads show up in the same space that users consume Reels, including the Reels tab, the Explore tab, Stories, and in the Explore page.
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.
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.
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.
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.
With 2.8 billion Facebook users (and counting) there’s a whole world of potential customers out there for you to harness to grow your business. Now that we’ve had a month or so to wrap our heads around the newly launched Facebook Analytics, here are our recommendations for how to grow your potential and active customer base using information generated by the tool:
Founded in 2006, Twitter quickly became one of the top social networking sites for individuals and businesses alike. However, it wasn’t until 2014 that they introduced Twitter analytics, a useful tool for measuring and boosting your impact on the platform itself. On the homepage of Twitter, click on your profile image in the top right corner to show the drop-down menu and select analytics. From there, we can show you some great reasons to start using Twitter analytics to improve your content.