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The Team
05/24/2022

May Digital Marketing Industry Updates

New Immersive Google Map Features Announced!

Google Immersive Search

Businesses within the tourism and restaurant industries have more reason to increase their online presence. A new immersive visualization that combines Street View and aerial imagery to create a more dynamic and complete digital model was announced by Google at the recent 2022 I/O Summit. This new feature creates a holistic view and vantage of notable landmarks, restaurants, and other popular venues, giving potential customers a good idea of the venue before ever setting foot inside. For marketers, this would be a good way to market the look and feel of a place especially if they are looking to close potential bookings and reservations for events and celebrations.

Meta Ad Library Listings Now Providing More Transparency

Meta Ad Library

As part of their continued efforts to limit access to users’ personal data and create more transparency on how advertisers are using that data, Meta has decided to add more insights on political, electoral, or social issue ads used on their platform. This change should be able to help researchers better analyse trends in ad usage. Furthermore, the new insights and information could also be used to give marketers get a better glimpse of their competition’s strategy and what audiences they’re currently targeting. Scoping out Meta’s Ad Library is always a good way to gather and collect fresh ideas and strategies, and these new changes to advertisers’ transparency will only help businesses be more competitive in terms of their advertising on the platform.

LinkedIn Makes New Content Discovery Updates

No alt text provided for this image

Some developments from LinkedIn have come up recently. One of these includes improvements to its content discovery updates. LinkedIn is making it easier now for users to find content surrounding topics they’re searching for. For example, when searching for breaking news, topics, or trends, users will not only be shown content from those within their network but also content from relevant creators as well. At the same time, LinkedIn is also making it easier to find content that you may have already seen previously. By allowing users to search a creator’s name or certain keywords within their content, content is now more discoverable and easier to find than ever before. If you’re looking to leverage off of LinkedIn’s professional network, now might be a good time to create or repurpose content to get more eyes and traffic on your business.

YouTube Shorts Gets a Green Screen!

YouTube Shorts Green Screen

While the Green Screen feature was first introduced last October, it was less than ideal compared to what TikTok and Instagram had on their platforms. When YouTube’s Green Screen option came out, it only allowed users to upload content from their camera roll to be used as their background image. Recently, YouTube has made updates to this feature, now also allowing the use of any eligible YouTube video or short as the background. To access the Green Screen function, simply select Create > Green Screen among the options under the video you’re watching. Or, if you’re watching YouTube shorts, click on the 3-dot menu and select Green Screen. For influencers, one way that this function has been used historically is as reaction videos, wherein influencers react to the latest memes or videos on their own feeds. YouTube Shorts’ length, though, still remains at 60 seconds, making it good for quick tips, tutorials, and behind-the-scenes looks for businesses.

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The Team
01/25/2022

January Digital Marketing Industry Updates

Facebook Removes 4 Sensitive Targeting Categories

Last January 19 Facebook has removed 4 main categories in its ad campaign targeting. The move came out of a promise from Facebook to dial back on their targeting settings because of its users’ privacy concerns. Facebook users have become uncomfortable with being identified based on their connections to certain social causes, demographics, health conditions, and characteristics. As a result, Facebook has now removed the following categories from their ads manager: health causes, political beliefs, religious practices and groups, and sexual orientation. If you’re currently targeting these ad groups or any smaller niches within them, now would be a good time to give your account manager a call to see how you can make adjustments for your business moving forward.

Possible New Feed Options Coming to Instagram!

Instagram’s chief, Adam Mosseri recently posted an update on his account about the new feed options they’ve been working on for Instagram. These options have stemmed from a lengthy call from users to bring back a chronological feed onto the platform. Rather than a home feed that was based on one’s engagement, likes and dislikes, users wanted a feed that was based on time and date posted, which would give them more variety and help them catch up with posts from other accounts that they follow. As a response to those requests, Mosseri showed a brief preview of two new chronologically-based feed options: Favourites, and Following. The first feed option gives users the option to create a list of favourite accounts, whose posts will then show up first on their feed in chronological order. The second option, Following, will show you posts from all the accounts you follow in chronological order.

Search Your Twitter Direct Messages for Specific Topics and Keywords

According to app researcher, Alessandro Paluzzi, Twitter has recently been testing a new advanced search option for direct messages on the platform. The option, should it be rolled out, would be a helpful tool in handling customer service concerns and requests as it would allow users to search for specific keywords and topics in their DMs, ultimately making Twitter DMs a more useful tool. The last update that Twitter had related to direct messages was back in 2019, with the addition of ‘Search for People and Groups’. Should Twitter decide to roll out this advanced search tool, it would definitely be a big step in making Twitter more user-friendly for users, influencers, and businesses leveraging the platform.

You Can Now Pin Products at the Top of Your Local and Google Map Listings

Google Business Profiles (formerly Google My Business) have recently been given an upgrade with their product listings. In the products section of your Google Business Profile, there is now a box that you can tick that says, “Mark as Special”. This feature works much like pinning a post to the top of your blog or social media feed wherein the product marked as special will now appear at the top of your listings, giving it more exposure for your audience. This works especially well if you’re putting certain items in your catalogue on sale, or if you want to push special items or products more than others. The feature seems to appear on some accounts and not on others. Google has yet to officially comment on the feature, but if you see it on your product listing, then it might be worth marking some of your products as ‘special’.

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The Team
09/21/2021

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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The Team
09/15/2021

Google Ads or Facebook Ads: Which Fits Your Business Better?

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:

  1. Which platform better fits my budget?
  2. Which platform is a better fit for my product?
  3. What stages of the customer journey am I targeting?

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.

 

1. Which Platform Better Fits My Budget?

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.

 

2. Which Platform is a Better Fit for My Product?

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.

 

3. What stages of the customer journey am I targeting?

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!

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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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Recent Posts

31/05/2022

The Ultimate EOFY Checklist For Your Small Business

Unless you’ve been living under a rock, you know the end of the financial year is approaching. That means it’s probably time to get your social media marketing in order. But if you really want the end the financial year on a high note, there are some things you’re going to want to do. Below is our ultimate EOFY checklist for small businesses, guaranteed to help you end the financial year with a bang!

Get More Traffic’s Top 10 EOFY Tips

At GMT, we’re helping you get ready for the EOFY. That said, here is a checklist to help make the preparation just that much simpler. 

Review And Coordinate Your Accounts

Do you have any outstanding debts or vice versa? Say you’ve paid for Google Ads in Australia but your account is overdue or maybe you’ve provided a service to someone else who now owes you. Use this period to get on top of what you’ve paid to others and what they’ve paid you. You’ll want to make sure you pay vendors any money owed as well. Sorting all this out means you won’t have to worry about it being taxed next year. 

Keep Records And Back Up Your Data

You’ve heard the term, ‘I’ve got receipts’, and well there’s no hard evidence like proof of purchase. Additionally, we recommend backing up any crucial files or data onto a hard drive independent of your computer. You know, for safe measure. Trust us, if systems fail you’re going to thank yourself for being so proactive. 

Review Your Insurance

While you’re at it, you might as well review your insurance policies for any updates. Doing so will allow you to determine if you’re still on a package that’s right for you and your business. It’s also a great opportunity to update your insurer on any change in circumstance. 

Conduct An Audit

Count and recount your inventory so you know exactly what you have and what you need. Doing so will allow you to match what’s on paper with what’s on hand. 

Use Your Calendar

Planning is key so make a note of all your upcoming due dates, including by when you need to lodge your tax returns. 

Lodge Your Taxes

In Australia, the ATO expects you to lodge your taxes on or before October 31st so we recommend getting ready early. Organise your expenses and other tax deductions so you can have your return ready for submission sooner rather than later.

Rectify Bookkeeping Errors

With the financial year ending, you’ll want a fresh start going into the new year. We recommend going through your bookkeeping and identifying any transaction errors on your bank accounts and credit card statements.

Implement And Update Management Software

Management software makes keeping track of your inventory, finances, and other business assets easy. While we also encourage you to check all of these things manually during this time, implementing and updating your management software will save you time and resources in the long run. 

Prepare Financial Reports

Running financial reports helps point out where your business rests financially. Additionally, they’re fantastic for helping businesses outline and plan their budgeting. There are three financial reports you’re going to want to run this financial year and every subsequent year after. They are:

Balance sheet
Cash flow sheet 
Profit-and-Loss (P&L) statement

Prepare For The New Year

If you’re reading this checklist, you likely want to get on top of everything before the new financial year rolls around. By doing so, you’ll be able to figure out how your company performed over the past year and make an action plan for the future. Take a look at what worked and what didn’t and look for areas in which you can improve. Set goals and establish timelines to help you stay on track. 

Make The Most Out Of Your Social Media Marketing With The Specialists At Get More Traffic

Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. One of the leading digital marketing agencies in Brisbane, we’re passionate about helping businesses all over Australia harness the power of social media marketing to take their bookings to the next level. So, if you’re ready to give traffic to your website the green light and learn more about marketing, contact the team at Get More Traffic today!

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25/05/2022

How to Start Planning Your Best Financial Year Ever!

The end of the financial year is fast approaching and many businesses are scrambling to create some last-minute campaigns to increase their revenue.

However, just as important as the end of the financial year, is the beginning of a new one. While it’s always good to finish strong, it’s also important to ‌get a good head start against the competition. This means having a plan already set in place to help you jumpstart and launch your way towards success.

For that reason, we’ve put together a couple of tips on how you can get started planning the new financial year with your team and organisation.

1. Review Your Existing Business and Marketing Plan

The start of a new financial year is always a good time to review your current business and marketing plans in order for you to create a sound strategy moving forward.

As you review your business plan, make sure that it includes the following:

  • Your mission and vision statements
  • What products, packages, and services you’re currently offering
  • Your company structure, including the key staff and leaders
  • An overview of how you plan to make sales
  • A map of your basic customer journey

This quick review of your company’s basics and foundations should help remind and refresh you of the general overview of who you’re serving and what problems your business solves. 

This quick refresher should also help you reexamine and reevaluate your current goals, plans, and offerings and whether you’ve met and accomplished them, and what you’re plans might be moving forward.

 

2. Review the Past Year and Your Current Status

Before you can set a path for where you want to go, you first have to look back and see how far you’ve come.

Do a review and an executive summary of the past financial year. What goals were established? Which goals were achieved? Are there any areas in your business that you could improve on? This would be the perfect time to get feedback and suggestions from leaders and managers.

Take a day or two to meet with your staff and stakeholders to discuss the following points:

  • A SWOT analysis (strengths, weaknesses, opportunities, and threats)
  • Does your current organisational structure need to change to better suit the organisation’s needs?
  • Are you setting the right KPIs for your workforce?
  • How have sales performed in the past year? What milestones were achieved?
  • Competitor analysis–what areas are they succeeding in and how can you match their growth?
  • Are there any plans set in place for unforeseeable challenges?

It will take some time to gather all this data and information, and much more to discuss them amongst your leaders. But achieving a good and thorough understanding of how your business has performed over the past 12 months will help you ‌move forward with setting the right goals for growth.

 

3. Decide on Your Future Goals and Targets

Now that you know where you’re coming from, it’s time to set your sights on the path ahead. 

Think about what projects, campaigns, and goals you want to accomplish in the next 12 months. Do you want to further increase revenue or sales? Is your goal to pay off any business debt? Are you looking to expand, launch new products or projects, or pivot in a different direction?

Take ample enough time to flesh out your goals for your business. Be specific. Set deadlines and timeframes so that things continue to move forward, and clearly communicate these goals throughout your organisation.

 

4. Create a Plan to Bridge that Gap Between Your Current State and Your Future Goals

Now comes the part where you have to work at bridging the gap between hope and reality. After all, every journey begins with a single step.

To achieve that, you need to do the following:

  • Breakdown each of your goals into several milestones.
  • Set deadlines for each milestone
  • Assign a leader or manager to oversee the accomplishment of each goal
  • Lay out the tasks that need to be accomplished in order for those goals to be achieved.
  • Set KPIs for each of the teams involved

When working on a strategic plan, always involve the key stakeholders to help provide proper feedback and guidance on the best path that you can take. The better you’re able to break down the steps necessary to accomplish your goals, the better. Start with the end in mind, and work backwards to determine how you can get from A to B.

In implementing that plan, however, sometimes you need an excellent partner to help you execute and achieve your goals.

Don’t worry! Because with the help of our digital marketing experts here at Get More Traffic, we can help you achieve many of your business goals for the new financial year through proven expert digital marketing strategies.

We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!

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