If you’re a regular user of Google’s advertising platform, you’d be familiar with extended text ads (ETA) – Google’s longstanding premier text-based advertising format.
Depending on how much you use the platform, you may already have a handle on responsive text ads (RSA) – ETA’s machine learning enabled successor.
An early version of RSA was trialled back in 2018, however it wasn’t until the beginning of 2021 that Google announced that RSA would be the primary format for text ads going forward.
RSA and ETA have coexisted for the past year, although the writing has been on the wall for ETA.
Google has been fine-tuning the machine-learning capabilities of their advertising algorithm and will be phasing out ETA in order to utilise RSA that can be rearranged and served in different formats to best appeal to a wider range of users.
Google explained the reasoning for the transition to RSA in an August 2021 statement, “The ways people search are constantly changing. In fact, 15% of search queries every day are new searches that we’ve never seen before. As consumer trends shift and evolve, it’s more important than ever to make it easier for people to connect with your business through relevant and helpful ads.”
“Automation is key to keeping pace with these trends. Responsive search ads are a great example of how this is done – they combine your creativity with the power of machine learning to help you show more relevant ads to more people. This is a powerful combination: advertisers that switch from expanded text ads to responsive search ads, using the same assets, see an average of 7% more conversions at a similar cost per conversion.”
RSA uses Google’s machine learning to pull from a selection of headlines and descriptions to create an ad that best appeals to a particular search.
So, in order to create an RSA ad group, you’ll need to submit 3-15 headlines (30-character limit), 2-4 descriptions (90-character limit) plus a URL leading to a landing page.
While you can submit up to 15 headlines, only three will be used to serve an ad. Submitting more potential headlines gives Google greater freedom to customise your ad to different users.
You don’t know which headlines will be selected and which order they’ll appear in, so if it’s imperative for particular information to be included in your ad’s headlines, you can limit the number of headlines so you know that the important info will be included. Or, you can still submit more options and ‘pin’ the headlines containing essential info to appear in certain positions in the ad.
From Google’s PSA, “Pin headlines or descriptions to specific positions in your responsive search ads. This is useful if you have certain messages that always need to be shown. If you need to use pinning, try to pin at least 2-3 options to a position.”
Same deal with descriptions – you can submit up to four, however only two will be used to serve an ad. This means you can increase Google’s power to customise to different searches by submitting more options, and pin certain options if necessary.
In order to set up an RSA, you’ll need to submit:
You’ll need to build out your ad groups then click the ‘Ads & Extensions’ button in GA4, select ‘Responsive Search Ads’ and then input your chosen headlines, descriptions and the URL to your landing page.
Google has managed to stay at the forefront of digital advertising through ruthless maintenance of relevance.
RSA are designed to automate the personalisation process – retaining relevance for more and more different searches – thus, automated relevancy.
Google promotes the idea of automated relevancy as the future of digital marketing, and RSA square up nicely with this thinking.
In keeping abreast of other Google advertising developments, you might have come across image extensions.
According to Google, “Image extensions allow advertisers to upload rich, relevant visuals to complement their existing text ads. Image extensions can help drive performance for advertisers, with compelling visuals of products or services that enhance the message of their text ads.”
In order to use image extensions, you’ll need a Google Ads account that’s been active for more than 90 days with active campaigns, running active search campaigns so that there are active text ads.
When your ad is served on the Google search page, customers will now see your headlines and descriptions, landing page URL plus your image.
You can upload up to 20 images that are relevant to your keywords. You should upload images with both square (1×1) and landscape (1.91×1) aspect ratios. Square images are essential, but uploading landscape images also is recommended.
File formats can be JPG, PNG and static GIF. Maximum file size is 5120KB. Images need to follow a set of creative guidelines which can he viewed HERE.
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Discovery ads were introduced by Google in 2019 and in 2020 were made available to all advertisers globally.
The idea behind their introduction being a fresh way for consumers to discover and engage with new brands as they scroll through content across various interfaces.
For advertisers, Discovery ads represent an opportunity to run a single, user-friendly campaign that can reach broad new audiences across multiple Google feeds.
According to Jerry Dischler, Google’s Vice President/ General Manager, Ads, “For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces.”
“86 percent of online consumers say they’re on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google’s understanding of consumers’ intent across our properties to engage these audiences as they scroll through their favourite Google feeds—no search query needed.”
Discovery ads are personalised ads that are shown to consumers on the YouTube app, the Google search app and the Gmail app. They’re meant to reach consumers in the moments when they’re most ready to discover new products and services.
Google uses customer intent signals to determine when they’re most likely to engage with a brand and serves Discovery ads in their feeds in these instances.
YouTube: Discovery ads are shown in the Home and Watch Next feeds in YouTube
Google: Discovery ads are shown in the Google Search app feeds of hundreds of millions of users.
Gmail: Discovery ads are served to Gmail users as they scan the Promotions and Social tabs in their Gmail inbox.
Discovery ads differ from other types of Google ads in several ways. They incorporate high-quality images, so from a consumer’s perspective they’re more visually-orientated in nature.
For advertisers, the biggest differentiating factor between other types of Google ads is that Google’s uses their AI knowledge of users to control headlines, images and messaging in order to determine which combinations convert best.
Discovery ads work well for retargeting, as the same users that Google determines are the right fit for your brand are served ads across multiple feeds. This leads to users becoming more familiar with your brand’s products and/or services and allows brands to build trust faster.
Creating a Discovery campaign allows you to serve consumers visually rich ads natively across various Google platforms at scale. Discovery campaigns can allow you to unlock a new level of consistency in your advertising, as Google’s powerful user knowledge and rich streams of data ensure that your ads align with the right users more than ever.
When setting up a Discovery campaign, you’ll need to upload the following creative assets:
Headlines: Three to five headlines up to 40 characters long.
Descriptions: One to five descriptions up to 90 characters long.
CTA, Final URL, Business Name: One of each.
Images: At least one landscape image, one square image and a square logo, each up to 5MB.
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Create A Killer Email Marketing Strategy For 2022It’s 2022 and email marketing strategy remains one of the best ways for a company to stay in touch with an audience, customers and clients. It’s tried and tested, and it still works.
While email marketing has been around for a long time, the medium has evolved. And so has the ways it’s used by individuals, companies, brands and marketers.
For a brand to truly connect with the individuals that make up their mailing list, it’s absolutely necessary to stay well abreast of current email marketing trends.
The sort of email marketing that was the norm even a few years ago wouldn’t get a look-in these days. Individuals have wised up, and so have their inboxes. Send a marketing mail that comes across too ‘spammy’ and it’ll likely get filtered out into your recipients’ junk mail or promotions folders.
Fine-tuning your mailing list parameters, connecting better with audiences, offering more of what they want and personalising your marketing emails are all important factors when it comes to making the most of this channel.
It sounds simple, but it’s the cornerstone of an effective email marketing strategy. Rather than sending out marketing eDMs haphazardly, formulate a clear set of goals that you’re looking to achieve by communicating with your customers/ audience through this channel.
Goals should be Specific, Measurable, Achievable, Realistic and Timely (S.M.A.R.T). Setting and monitoring a clear structure of goals will allow you to more effectively monitor the outcomes of your plan.
Your plan should include getting to understand and know your audience better and tailoring the tone and style of your content to suit accordingly.
Think about what your audience gets to of receiving your emails – hint, it’s interesting information, rather than constant sales pitches.
It’s fine to let your readers know about new products, but writing style and tone count for a lot. If your eDMs come across as a hard sell, you risk losing the trust and interest of your readers.
Making and sticking to a schedule consistently is one of the most important aspects of your email marketing plan. Tracking the frequency of your mailing schedule means you can ensure you’re not contacting your mailing list too frequently – which can become annoying and result in unsubscribes.
Be sure to make use of the engagement reports in the email marketing tool you use in order to monitor the open rate, click through rate and number of unsubscribes after each mail out. Track this important information and use it to adjust your schedule if necessary.
Emails that are visually appealing, uncluttered with a clear and concise message do better. Keep your primary message short, clear and right at the top – marketing emails are no place to bury the lede.
You might choose to use a template upon which to build all of your marketing emails. This way you can incorporate familiar fonts, logos and images that help with branding and will look familiar to your readers. This look and feel can carry across to some of the other content you share on social media.
You can mix up the fonts and layout a little, but it helps to have a recognisable ‘look’ to your emails. When adding images to your emails, refer to the guidelines set out in your email marketing tool of choice with regard to image size, in order to ensure your emails will render correctly and be easy to read.
Personalisation of emails has been a big trend over the past couple of years and this will only continue through 2022.
As a starting point, you want to be addressing recipients by name. This could be at the top of the email, or perhaps within the subject line. Your email marketing tool of choice should have a few options for adding in the first names of recipients from your audience lists.
Another option to help open up communication is to include a reply-to address that allows recipients to respond to your marketing emails with any queries. This can be a good way to foster real communication, although a little time intensive in some instances.
Rather than signing off your marketing email with just your brand or company name, consider creating a more personal signature with a contact from your company that recipients can reply to directly.
Monitoring engagement reports after sending your marketing emails is the only real way to see what works and what doesn’t and learn how to improve performance.
The metrics to track are open rate and click through rate – you’ll also want to track whether or not members of your audience are unsubscribing after receiving particular emails.
Open rate will vary depending on the size of your audience and how engaged they are. Anywhere from 10%-30% is within the normal range.
A catchy, well-written subject line is one of the most effective ways of boosting your open rate. If you’re offering a sale or special deal, try to fit that into your subject line.
Click through rate refers to the number of recipients that click through to links within your marketing emails. These numbers are generally smaller, but can offer very good insight into the sort of content that your audience is most interested in.
As with everything in marketing, the truth is in the data. Depending on your particular audience, there will be a most effective time to send our your marketing emails.
In most instances, the most effective times to send out emails are midweek mornings, with Tuesday and Thursday mornings proving to be the best times to send to get in increased open rate.
If most of your audience are professionals on traditional work schedules, aim to send out your emails around 9-10am.
Different times will work better for different types of audience, particularly if your readers are spread across different time zones. Experiment with different timing and of course refer to past performance in order to boost your open rates, click throughs and engagement over time.
ClickedOn are always here to help if you have any questions around digital marketing.
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Google launched the latest iteration of their web analytics platform called Google Analytics 4, aka GA4. It brings in plenty of significant developments that help gather and maintain insights under one cohesive platform.
Why is this super-interesting?
GA4 offers a complete cross-channel view of the customer lifecycle and provides more information and tools to execute on these insights. The new updates also include optimisations using machine learning for the cookie-less future.
The 6 most significant upgrades
1. New AI-powered insights and predictions.
Machine learning-based insights have always been available on Google Analytics. However, the new and improved insights and predictions can automatically alert marketers to data trends such as increased demand for a product they sell. The new intelligence can also predict outcomes such as churn rates and potential revenues businesses could earn from each segment of customers.
Here’s an example, Google Analytics can now use the data from the website to identify increasing demand in certain products because of developing customer needs.
Google is expected to continue improving on these smarter insights over time, making Google Analytics 4 more and more useful for every business.
2. Deeper audience integration with Google Ads.
Marketers now have the ability to build and maintain audiences using visitors across the web and app, which means it can report on conversions such as YouTube views that occur in-app or on the web. For instance, a user added on a list because of a particular action taken on the web can now automatically be removed based on actions taken on the app so that they’re not retargeted with ads.
Businesses can now have a holistic view of their goals with the ability to see conversions from Google and non-Google services (including social media).
3. Customer lifecycle-framed reporting.
The new customer-centric data approach is designed to provide marketers with a more comprehensive view of how customers are engaging with the business across devices as well as channels. The brand-new reports show specific aspects of the customer journey. With the multi-touch attribution experience businesses can, for example, see if customers first discovered their brand from an ad on mobile and later completed a purchase on the web. These types of improvements enable marketers and businesses to be savvier in targeting and focusing their advertising efforts towards high performing platforms and campaigns.
There is a certain critical long-term benefit from this model as marketers can now gain a better understanding of the entire customer lifecycle from acquisition to conversion and also, retention.
4. Codeless event tracking.
Increased codeless features make it easier to track and measure on-site and in-app actions in real-time such as page scroll or video play without having to add additional code.
5. New Approach to Data
Google Analytics now offers a more granular set of controls that marketers can use to manage and maintain data collection and retention. With Google Analytics 4, marketers have an option on when to use customer data to optimise ads and when to limit the data for measurement purposes only.
An important change is updates to consent mode and data deletion capabilities. These changes allow businesses to have additional options for consent opt-ins for analytics and ads along with the ability to delete specific information requested by users.
These developments are significant in the long-term as it helps marketers adapt to a future with restricted cookies and identifiers.
6. Google Analytics in a cookie-less future.
As all major browsers are moving towards a cookie-less world, Google anticipates an increase in data sparsity and will rely on machine learning algorithms to fill the data gaps.
They will also have event data but might not have a user identifier associated with it. This feature isn’t in place today and is expected to be rolled out in 2021.
Overall, the biggest takeaway from Google Analytics 4 is that machine learning is expected to play a vital role in the overall future of analytics.
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It feels like years ago, that we were hugging friends, that kids didn’t know the word hand sanitiser, that you could just walk into any restaurant and get a table. And that we were all together in the office.
When a disaster ‘hits’, people tend to tell each other where they were at the moment it happened. I think this ‘disaster- moment’ with COVID-19 for me was when our team at ClickedOn decided to start working from home and not go back to the office.
So, we started working from home, and, before we knew it, we were getting organised. Not only in our set up but also reaching out to our clients and to the platforms we work with; Google, LinkedIn and Facebook. We started connecting the dots and focused on opportunities instead of threats.
For example, Google started helping businesses out by granting an additional budget. They helped out by pulling trend reports to justify numbers and help identify opportunities within required categories. LinkedIn was also helpful in providing valuable insights and trends.
Now, again or still, the future could be full of surprises, and businesses are not sure whether they should hold back or not. Start that one campaign, or not? Renew the website, or not?
At ClickedOn, we look at every account with an open mind and a positive attitude. Because no account, no strategy and no industry are the same. However, there are a couple of learnings that apply to most of the businesses, that makes us confident we can help our clients with the best advice, whatever the future may bring.
I’d like to share a couple of them;
Is your marketing future-proof?
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It doesn’t grab headlines like Facebook, Twitter, and Instagram, but LinkedIn has established itself as ‘the’ social network for business professionals.
Just take a look at the stats: two new members every second, half a billion users worldwide, 90 million senior level influencers – the platform is big, and getting bigger.
The Numbers
The Stats
What works on LinkedIn?
Two thirds of users describe themselves as “news junkies” so when it comes to making an impact on LinkedIn native content is king.
Typically, LinkedIn favours native content over external links because it doesn’t require users to leave the platform.
It’s also a good way to reach decision makers who have their defenses up because so many people are aggressively trying to sell to them.
Using content to ‘pre-suade’ potential customers can help your business stand out from competitors – especially those stuck on direct messaging.
Some tips for great content include:
If you can’t generate native content than consider linking to thoughtful pieces relevant to people in your industry – but don’t overdo it, a bi-weekly link should be enough.
And don’t forget the photo – LinkedIn figures show that posts with an image included get 98 percent more comments.
Will this platform work for me?
Yes, no matter the business you are in LinkedIn can help you grow.
ClickedOn are always here to help if you have any questions around digital marketing.
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The silent generation, baby boomers, generation-X, generation-Y, xennials, millennials, generation-Z – no matter when you were born there’s a nifty little age-group you can be bundled into, but what does it mean for online marketers? Well, it turns out a lot.
Understanding how different generations interact with technology is essential to any organisations marketing strategy, and right now there are three groups you need to tailor your campaigns to.
But remember, don’t be too wordy! All generations agree 300 words is the sweet spot for article length – just like this one 😉
Baby Boomers
Aged 55+
They might be getting older, but this cashed up generation is surprisingly tech savvy: they watch Netflix, own smartphones, listen to podcasts, shop online, and use social media.
Key facts:
Generation-X
Aged 35-54
Sandwiched between cashed up boomers and digital native millennials, Xers, are often forgotten – but this generation spends more time online than any other.
Key facts:
Millennials
Aged 18-34
More and more millennials are entering the work force and as their buying power grows businesses are tailoring their message to them.
Key facts:
A tailored approach across channels is necessary. You should know who you’re talking to.
ClickedOn are always here to help if you have any questions around digital marketing.
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Move over Google and Facebook, Amazon advertising has arrived – and with the World’s largest retailer promising exclusive audiences we take a look at why you should be using Amazon DSP for your next campaign.
Key Points You Need to Know About Amazon Ads
What is Amazon DSP?
Unhappy with the digital ad platforms available to it, Amazon, decided to build its own – and now they are letting other businesses take advantage of it, just like the company did with its fulfilment and cloud services.
In the U.S., Amazon is now the third largest digital ad platform behind Google and Facebook, while locally, the company, is poised for rapid growth.
What are Amazon Ads?
Amazon ads are a lot like those on Facebook and Google, and they appear on a number of different sites like Amazon.com, IMDb, and Goodreads. You can also purchase ads which are featured on Amazon devices and platforms including Kindle, Fire Tv, and Prime Video.
But Amazon ads aren’t restricted to the company’s sites, Amazon ads can also be run on third party sites, like SMH or News.com.au.
Should I Advertise on Amazon?
If you’re selling products on Amazon then the answer is an overwhelming yes!
Advertising on Amazon can increase sales and boost your organic ranking. If your product sells better, its sales history improves, and that bumps your product higher in Amazon’s search results.
And you don’t have to invest a lot, Amazon makes it easy to start small and scale up. If you’re selling pet supplies you might start by advertising dog collars, once you gauge the performance you could add dog leads and so on.
What if I don’t Sell a Product on Amazon?
There are still plenty of reasons to use Amazon – like most video and banner ads, Amazon, allow you to set your ads landing page to your own website or any other web page on the internet.
And Amazon have plenty of places you can put ads including: Amazon.com, Goodreads, IMDb, Fire TV, Kindle and more.
Types of Amazon Ads
Amazon are regularly rolling out new ways to reach customers, but two of the most successful products they offer are sponsored product ads and sponsored brand ads.
Sponsored Product Ads
Sponsored Brand Ads
Start Advertising on Amazon Today.
ClickedOn are always here to help if you have any questions around digital marketing.
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This week we’ve been discussing what the future holds for digital marketing agencies and evaluating the pro’s and con’s of a brand going in-house vs agency.
It’s a question all brands ask – is my agency giving me full transparency?
When digital marketing first became a ‘thing’ companies were excited to invest in it. For digital marketers, the period was a boon, the money was flowing in and clients weren’t asking a lot of questions.
Now, digital analytics platforms like Google Analytics and Salesforce, make it easy for brands and marketing agencies to assess the performance of their digital strategies.
So, instead of just throwing money at digital marketing, today, brands are able to use data from these analytic suites to create bespoke campaigns targeted at a unique audience.
One key element to consider when looking to go agency or in-house is the internal capacity of your brand.
Can your brand afford a team to implement its digital marketing strategy?
Today, digital marketing is becoming increasingly specialised, so hiring one person to look after PPC, SEO, email marketing, and everything else digital is fraught with problems.
If hiring an internal resource, brands should ensure that resource spends time doing what they are best at: whether it is PPC, SEO, or email marketing.
For other projects, brands should consider engaging an agency. Remember, there is no need to see your option as one or the other, rather consider how a digital marketing agency can enhance and improve your in-house strategy.
Fresh eyes and a specialist’s perspective is always valuable.
Finding and keeping good talent can be one the biggest challenges a brand can face. For many brands, rapid changes in the marketplace mean they need an ever-evolving employee.
For those willing to make a large investment in the development of their staff, an in-house digital marketing strategy could make sense. But it comes with risks, the cost of training employees is high, not to mention they could leave.
To minimise risk, brands should consider employing contractors, or engaging an agency to do at least some of their digital marketing.
Digital agencies offer a slew of specialists on the forefront of new trends. And a productive agency will build an internal culture where people learn from other accounts and their peers.
For brands with above-the-line digital marketing budgets, agencies also have the advantage of pre-existing relationships with different advertising platforms and media networks.
A critical part to any business is communication. If you’re thinking about taking the agency route, ensure you consider how you need the relationship to work.
Whether you require a quick turnaround time on launching campaigns, or weekly calls between your agency and internal team, make sure these communication requirements are set prior to working with an agency.
We offer a range of services, from internal Digital Marketing Training and SEO audits, to full account and strategy management.
At ClickedOn, we know that there’s no one-size-fits-all approach. If you’re looking for digital marketing support, feel free to Contact Us.
ClickedOn are always here to help if you have any questions around digital marketing.
Call us on (02) 8386 7500
Email us at info@clickedon.co
Fill in our client questionnaire to see how we can assist you achieve your business goals.
2018 has been a great year for the digital marketing and the realms that embrace SEO, PPC, SMM and content creation continue to shift and evolve dramatically.
Now that it draws to a close, businesses and marketers not only need to know these trends but how to translate them into strategies that pave the winning path.
1. LIVE VIDEO
With over 50% of consumers saying that video marketing has contributed positively towards an online buying decision, what used to be thought of as a gimmick is now a powerful tool.
But it’s important to note that YouTube isn’t your ‘be all and endall’ with video, especially with today’s smartphones. Live video and 360 video content have grown in leaps and bounds, especially across Facebook (Watch/Live), Instagram (Stories/IGTV) and LinkedIn. With the potential for more instant personal connections to be nurtured and interactive experiences to be delivered, businesses and brands are doubling up as entertainers, not just providers of their product.
Content such as Q&A’s, live demonstrations and a running visual commentary of events, launches and announcements facilitate greater insight. Not to mention storytelling, where the backgrounds of employees, customers, and product development can be displayed.
2. CHATBOTS
The AI-centred technology utilises instant messaging to chat live, 24/7, with current or prospective customers. With almost 1.5 Billion people having interacted with a chatbot, up to 90% of all businesses are expected to use them by 2020.
Consumers are finding that upon communication, chatbots are more receptive, provide answers more quickly, correctly recall all previous encounters (questions/purchase history) and can tolerate customer frustration more effectively. Through their ability to offer exceptional service, ensure expectations are met and automate otherwise monotonous tasks, businesses can then reprioritise their time and budgets.
3. PERSONALISATION
If you want to excel in 2019, personalising your onlinemarketing approach is a MUST. From the products you offer to the emails you send and all the content in between, personalisation has never been more crucial, especially when considering the access to customer behaviour data that we now have. Through personalisation, you’ll be more effectively targeting and satisfying key customers and audiences, building deeper and more intimate relationships with them, and showcasing your own identity to the world.
Think of Netflix; A family with multiple users may share oneaccount, yet each has their own customised profile and caricature. Each user receives different banners, designs, carousels and recommendations, making it seem as though they’ve been immersed in a world designed for them.
4. VOICE SEARCH
Thanks to digital assistants like Siri and Alexa, talking is growingly seen as a more convenient method of interacting with our smart devices. Businesses and brands must align themselves with this notion, as voice not only facilitates a new way to search, shop, and discover, but a new way to market and advertise.
Like any form of digital marketing, the key challenge to overcome will be the short attention span of consumers, more so in this sense because glazing over search results on a screen is still much quicker than listening to them being read out. This could mean that SEO tacticsneed to be optimised to suit the change in consumer response and ensureattentiveness. For example, website meta-descriptions may need to sound more informal and personal to resemble a natural conversation rather than traditionally dry text.
5. MICRO-MOMENT MARKETING
The online battle for a consumer’s attention, love and cash can be both won and lost in micro-moments, a term coined by Google to describe the specific behaviour we portray when we instinctively grab our devices to act on an impulse. It could involve checking the time, texting, scrolling, searching or watching, however the micro-moments most valuable to marketers can be broken down into the I want to know, go, do and buy moments.
These intent-richmoments of browsing, typing, swiping and tapping are where preferences areformed, decisions are made, and customer journeys are built. In these micro-moments, our expectations are higher than ever. Brands and businesses are expected to not only tell us what we’re looking for, but to fill us in on what we might not have even thought of yet, before someone else does.
The switched-on digital marketing players of 2019 will have a well-crafted plan for understanding and delivering on the needs of consumers in these moments.