Get A Head Start On 2022

Six steps to hit the ground running this January, get a head start on 2022, and ensure this is the year you achieve your digital marketing goals.

1: Clean House

The last week or two of December can be a funny time in the marketing world. A lot of clients are winding down for the year, and getting people to answer the phone or reply to emails gets less and less likely the deeper into the month we get.

On the other hand, summertime and the Christmas – New Year holiday period in particular can be the peak sales period for some of our clients, so there’s certainly some conflicting energy, depending on who you’re talking to.

Whether your company is winding down or gearing up, the final weeks of December are an equally important time to ‘clean house’ and ensure that your messaging is on-point the moment January 1st rolls around.

Now’s the time to go through all of your ad copy, website and social media campaigns and scheduled posts to remove any references to 2021 and prepare updates that refer to the new year.

Even if your copy doesn’t contain direct references to the past year, it’s a good practice to refresh your customer-facing messaging, ready for a fresh start in 2022.

 

2: Personalised New Year Email

The beginning of a new year is a good time to reach out to past customers or clients on your mailing list. Reach out with a personalised message to thank them for their past custom, to wish a happy new year and to let them know of any updates or changes to your business, new products being launched or any promotions you’re running.

Message timing is important. Lots of companies schedule promotional eDMs to send on New Year’s Day, so it’s a good idea to send yours a few days early to help avoid it getting lost in a flood of messages.

If you’re ready this post January 1st, it’s not too late! A few days into January can actually be a great time to reach out with a better chance of your email being seen. Add a tempting discount code or offer and be sure to mention it in your email’s subject line to boost your open and click rate.

 

3: New Products Or Offer Promotion

Get a head start on 2022 with an announcement of any new products, or otherwise a special offer to boost interest and keep customers engaged with your brand. A lot of customers will be enjoying a break from work over this period and tend to remain in a post-Christmas free spending mode more so than at other times of the year.

Offer discounts to loyal customers, cater to online shoppers with free shipping or create bundle deals to encourage stronger sales.

 

4: Review Last Year’s Strategy

The best marketing strategy is one that’s honed, updated and perfected based on past performance. Spend some time carefully reviewing your digital marketing efforts through 2021, analyse what was successful and what wasn’t.

Rather than starting from scratch, get a head start on 2022 by utilising your most successful offerings from the past year. Successful campaign ideas can be tweaked and reinvented, saving you time, money and offering a surer path to success.

In order to bring about return business, it’s important to stay top of mind. Sending out a seasonal thank you message can be a great way to bring your brand back into focus for these potential return customers and motivate them to continue doing business with you.

 

5: Make A Checklist And Use It

Compile a clear list of website and ad campaign updates that need to be made. Ensure that campaigns are set to run for the correct periods of time with the correct spend.

Add social media posts and content marketing ideas to your list and ensure that all tasks are delegated appropriately and clearly. Consider utilising an application like Asana to help your team organise, track and manage workloads.

Consider making your checklist in a Google Document that can be shared with your team, checked thoroughly and updated regularly.

 

6: Get Proactive

Resist the urge to settle into the late December – early January malaise! There’s no sense spending weeks and weeks putting your new year’s plan into action. If this is a slower time of year in your office, all the better to dedicate more time and energy to getting the year off to a strong start.

Once you’ve identified marketing goals for the year, it’s time to determine budgets, begin implementing campaigns and, if necessary, modify goals and strategy dependent on ongoing performance.

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Holiday Season Digital Marketing Strategy

As we gear up for a busy few weeks of office Christmas parties, end of year catch-ups and social obligations, the normal order of things tends to go out the window and it can be easy for productivity to take a dive.

Depending on your industry, you might be receiving or sending a flurry of invoices or attempting to tie up long term projects before the end of the year.

It can be a notoriously tricky time to get things done, as many businesses begin to wind up for the year in time for a holiday break.

Whether the Christmas period is traditionally a busier or quieter time in your industry, it’s absolutely worth taking a proactive approach to marketing in order to drive more engagement and avoid leaving sales and revenue on the table this season.

1: Start Now

Many businesses procrastinate when it comes to developing and implementing a holiday marketing strategy. If the season is typically a big sales driver for you, no doubt you’ve already been engaging your customers.

If not, there’s no better time than now to reach out to your customers and clients. Many shoppers leave Christmas spending to the last minute, so promoting some enticing deals over the next couple of weeks could capture a good share of this additional business.

 

2: Adjust Christmas Ad Bids & Budget

Most industries can count on seeing a fairly dramatic change in consumer behaviour, purchasing patterns and response to digital advertising during the lead up to the Christmas holiday period.

While retail and traditional e-commerce businesses might do some of their best sales for the year over the coming weeks, other industries see a flattening in advertising ROI until January when their customers have returned from leave and business reverts to usual.

It’s a great idea to use longitudinal data from previous years to help set your ad bids and budgets properly to ensure the best results and return on your ad spend. If the holiday season is a busy time for your business, now’s the time to bump up your budgets and bids, whereas if it’s the opposite, cutting down on spend until the New Year could allow you to make the most of your budget.

 

3: Review Ad Copy

With just a few weeks of 2021 remaining, now would be a good time to review all of your ad copy. While you may want to consider running some short term holiday specific ads, it’s a good idea to consider the messaging that you want to run for the New Year.

Take the opportunity now to remove any references to the year just passed, so that you don’t accidentally end up in the position of running outdated ads into the New Year.

 

4: Thanks For Sticking With Us

It’s been a challenging year for many, so now would be a great time to reach out to previous customers to say thanks.

In order to bring about return business, it’s important to stay top of mind. Sending out a seasonal thank you message can be a great way to bring your brand back into focus for these potential return customers and motivate them to continue doing business with you.

5: Holiday Specials & Incentives

A good deal can be hard to pass up, and with plenty of competition at this time of year, offering customers a great value deal or giveaway can be a compelling marketing strategy indeed.

While consumers are largely focused on purchasing gifts at this time of year, offering a percentage off their total sale, of a free voucher or gift for customers that spend over a certain amount can encourage them to do more of their spending with you.

6: Embrace Email Marketing

Many of your clients and customers will be working odd schedules over the coming weeks, so reaching out via email with any holiday messaging or special offers is a great way to get the message in front of them.

Consumers are out to get the best deals around in the lead-up to Christmas, so it’s absolutely worth curating emails that highlight special promotions, sales or offers.

7: Christmas Content

Consider making some non-sales related Christmas themed social media posts to engage with your followers. Interacting with consumers at this time of year builds a stronger connection and can build bridges for communication with shoppers year-round.

Replying to follower’s comments with personalised responses helps send a positive message about your brand to other followers and potential customers.

 

8: Communicate Opening & Cut-Off Dates

If your business is shutting down at all for a break over the holiday period, be sure to communicate in advance with your clients of customers so that they’re aware of when you’ll be unavailable.

You can set up ‘out of office’ replies on company email addresses that include the dates you will be closed and re-opening.

If you’re working on projects with clients and need to receive deliverables by a certain date, be sure to communicate this well in advance to avoid any confusion or last minute stress.

Let’s Get Started

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A Guide To Planning And Launching A Google Ads Campaign

Google Ads has proven time and again to be one of the most powerful digital marketing tools. However, there’s more to creating engaging ad copy to have a successful campaign.

For any newcomers to marketing, Google ads can be daunting at first, and for a regular digital marketer, it can still be confusing to create the perfect campaign in the first attempt. 

An important step for new campaigns is the pre-campaign research and planning, which helps in aligning the execution with the actual goal of the company. 

Here are 7 points you’ll need to consider when planning a Google Ads campaign. 

1) Target market

The target market is a critical factor in running a successful Google Ads campaign. This is primarily because Google Ads tends to be a lot more targeted than other digital marketing platforms, and you need to know the customers you’re trying to reach.  

Think about some of the demographics of your ideal customer:

• Do they have to be in the local market? 

• Are they businesses, individuals, families, students? 

• Which device will bring in most traffic/conversions? 

• Are they knowledgeable about your products or do you have to educate them? 

• What type of interests they might have? 

2) What are you offering? 

The fundamental of a business is to identify what you are providing and how it can help improve an existing method or solve a problem. 

Answer these questions to improve your campaign: 

• What are your unique selling points (USP)? 

• What benefits or features you are offering right now that will get your customer to click the ad and convert on the landing page? 

3) Competitor analysis 

If your business is in a highly competitive market, using tools like SEMrush that can help you analyse traffic, ad copy and biggest competitors on Google ads. 

Also, conducting research by using the keywords you’ve chosen can help you understand where you stand in Google ads. 

A simple competitor analysis, listing out the strengths and weaknesses of their campaigns, can determine how you can position your brand to the potential customers. 

• How are you differentiating yourself?

• Are you using a creative and effective CTA?

• Are there keywords being used in the ad copy? 

An in-depth SWOT analysis can also help you understand where you stand in the market. 

SWOT Analysis: A key part of competitor analysis is an in-depth analysis of your ‘Strengths’, ‘Weaknesses’, ‘Opportunities’ and ‘Threats’ in relation with your competitors. 

• Strength: Company’s unique selling proposition such as intellectual property.

• Weakness: Lack of a widespread brand reputation.

• Opportunity: Absence of advertisers on Google within your industry and location. 

• Threat: Intensifying competition is a common threat for a lot of companies. 

By auditing your competition, you can gain a better understanding of where you stand and how to optimise your Google ads account and campaigns to improve your current position. 

4) What is your target audience searching for? (Keyword research)

Google Ads is primarily intent marketing. The potential customer is actually searching for something you offer; product or service. 

The goal is to think like the customer. However, there are many tools (including Google Ads in-built keyword planner) that can help you find search terms. 

The keywords are essentially the most essential components of your entire campaign structure as it enables Google algorithm to recognise the ad. 

Apart from Google Ads Keyword Planner, there are several tools that can optimise your keywords. 

5) What do I want my customer to do? 

Clearly determine what you want your potential buyer to do when they see your ad. Each campaign could have different action objectives based on business goals.

Here are some everyday actions:

• Buy a product

• Fill a form on the landing page

• Make a phone call

• Book an appointment/make a reservation

• Sign up for an event

• Download an eBook

Based on the desired action, think about how you are going to motivate your customer to perform a specific action. For this, list out a few result-driven Call-to-Actions. A great CTA is usually short, simple and easy to understand. 

6) Your objective from the campaign 

Think about what you or your company wants out of the campaigns. List out the ideal goals. 

• Increased traffic to the website

• Increased foot traffic to the store

• Online sales conversions

• Leads

These are some of the more commonly used campaign objectives. 

The better you know what you want to achieve the more detailed and catered your ads can be. You can fine-tune your targeting, ad copy, keywords and ad groups based on your goal. 

7) Metrics to measure your results

There are numerous ways to track and measure your campaign metrics on Google Ads.

However, what you want to measure will ultimately depend on your business and goal. Definitely list out the most important metrics for your business such as:

• Number of leads

• Clicks to the landing page

• Impressions

• Sales

• Return on Investment

In the end, once you have a well-thought framework before setting up a campaign, you will be a lot more prepared to run Google Ads campaigns. 

Start small, monitor your account and make changes accordingly. 

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


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A Guide To Audience Targeting On Google Ads

What’s happening in a perfect world?

In an ideal world, we would only pay for high-quality leads. In reality, that’s not the case. How do we get close though? By audience targeting. 

For instance, Sam sells electronics online and wants to increase his profits through Google ads. Sam wants to spend his money efficiently (duh, don’t we all). He wants to place his ad in front of the right person at the right time. 

In an ideal world, his ad would appear for people who are in-market for electronics. Oh wait, that is the ideal world! And there is more. 

 What are our options? 

1. Affinity Audiences: 

Audiences which are designed by Google to exclusively reach potential customers based on their lifestyles, passion and habits. With affinity audiences, you can be sure that the advertiser’s messages are reaching the right target group. For instance, Sam wants to target people who are technology enthusiasts. He can use the affinity audiences to target such people and potentially get them on board.  

2. In-market Audiences: 

As the name suggests, in-market audiences help a marketer target potential customers who are searching for similar products or are in-market for their products. For instance, Sam can target customers who are looking for electronics or similar products and show his ad particularly to them. This could indeed help his ad being effectively shown to the right person and consequently would help increase sales. 

3. Life Events: 

This targeting setting is particularly designed to reach audiences around their important milestones such as students who have recently graduated, or a newly engaged couple or even new parents. Suppose Sam wants to target individuals who have recently graduated as they might be in-market for electronic goods. He could use life events audiences to target those clusters of individuals specifically. 

4. Custom Intent: 

Define your audience using keywords, URL or specific pages that your potential customer may be searching for. Custom intent tends to be very influential when a potential customer is researching your products and services. For instance, Sam wants to make his own custom intent list where he wants to target people who are using a particular service. He could use keywords like “electronics enthusiasts” and“ fitness trackers” to target them. He could also add URL’s of websites which have technology-related content. 

Tip

Always have your audiences on “observation” and let the metrics roll in before you switch them onto “targeting”. Audiences truly are a valuable and powerful tool of any paid search marketer’s armoury. 

Power to the audience 

Audiences are a powerful tool to improve campaign performance. Audiences not only help upsurge potential reach but also help optimise your campaigns and help you spend your budget prudently.

• Look at the data coming from Google Analytics to get a sense before you start with audience targeting. 

• Identify the individuals who come to your website and convert. Also, analyse the times where your website gets the most number of conversions. 

• Bring those themes and ideas into your Google Ads account and think how would you segment those customers and who would be your related audiences. 

Happy PPC’ing. 

Do you want to improve the quality of your leads? See how ‘audiences’ could work for you?  

Let’s Get Started

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Why Is Everyone Talking About Quality Score?

It’s all about the money! Because, the higher the score, the lower the price you pay per lead. And vice versa… Not paying enough attention to your Quality Score will cost you. The more you focus on the quality score, the more leads you tend to get at a significantly lesser cost.

Let me explain:

When you add a new keyword, Google assigns a Quality Score of 6. However, the score quickly changes (for better or worse) based on the expected CTR (click-through rate), ad relevance, and the landing page experience. As a marketer, your aim is to continually improve all these factors to attain the perfect Quality Score for a particular keyword by improving the ads and landing page experience.

The image shows the impact a better QS can have!

For instance, if Michael Scott paid $10 per click for a Quality Score of 5, he would consequently end up spending around $50 for the same click with a Quality Score of 1. On the plus side, he can drastically reduce his cost to $5 a click with a Quality Score of 10.

So, remember these three:

  1. Expected CTR Quality: Essentially, this metric is used to measure how likely someone is to click your ad. It is closely related to your brand’s relevance to the search term.
  2. Ad relevance: Ad relevance means how relevant the ad text is to the landing page and the keywords/search terms.
  3. Landing page experience: This factor is determined by how well-optimised the landing page is for the user while also considering the search term.

What are the top three things to do to increase my Quality Score? 

Let’s Get Started

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5 Digital Marketing Trends You Must Embrace in 2019

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.

Voice Search | What You Need To Know

Hey Siri, why should I learn about Voice Search?

What was once just an emerging trend, has now arrived. As a matter of fact, by 2020 its estimated that over 50% of all searches will be initiated through voice. So, what is it exactly? Voice search is a form of recognition technology that allows users to search & retrieve information through verbal speech, as opposed to typed or written text in a search field.

Considering we adapt to what makes day-to-day life easier, you can expect to see voice search continue to make its presence felt amongst consumers who use it, and businesses who optimise its influence.

WHY ARE WE USING VOICE SEARCH?

Driving the popularity of voice search is the fact that it’s simple, fast and importantly, personable.

HOW WILL VOICE SEARCH IMPACT BUSINESS SEO?

Competition for rankings will intensify:

Users hardly browse an entire search engine results page as it is, nor will they be intent on spending time listening to numerous search results in a verbal sense. It’s believed that consumers won’t consider more than three voice-activated results when on the hunt for fast and easily digestible content. The pressure will deepen for businesses to think like a consumer and accurately predict their search behaviour more than ever before.

Long-tailed keywords & phrasing will become the priority:

In a standard typewritten search, only a few keywords are used. For example, one might search “Sydney hairdresser,” or “Hairdressers near me.” In comparison, your digital assistant would interpret questions as if naturally conversing with you. A search may resemble this, “Hey Siri, which hairdressers near me accept walk-in customers?”, or “Am I able to walk into XYZ Hairdresser without an appointment?”. With voice searches more likely to take after casual speech, an emphasis on long-tailed words and identifiable phrasing is needed.

User Intent must be considered through your FAQ’s

What questions do prospective customers ask about you? What would I need to know about you before making a purchase decision? Are you better than your competitors, if so why? Will your website’s content tell me all of this? If you use voice search, chances are your last search was asking for something precise. How much you value user intent when configuring your site and content is crucial to meeting user demands, this means that already having the answers to every who, what, when, where and why question of your business can keep you one step ahead.

IS THERE MONEY TO BE MADE FROM VOICE SEARCH? 

Only if users are willing to listen

The red flag with voice advertising is that it’s bound to be much more invasive and annoying than graphic or text-based ads because there’s no opt-out or skipping option. Could voice advertisers overcome this challenge? One way around it could be to provide sponsored results after organic results as a reconsideration to what they’ve just heard, meaning users aren’t forced to listen to ads before they hear the organic results like more traditional e-advertising permits. You might think nobody would move ahead and listen to an ad after already hearing organic results, but an intentional click on other online ads is rare anyway.

Picture this – A user asks their digital assistant for the best Italian restaurants in their area. The assistant reads an answer from the top result, but then offers a related sponsored result and asks you if you’d like to listen to it. If the user agrees, then the assistant reads it and complements it by directing a link for that result to your device. In essence it mimics PPC, however the user’s verbal consent determines whether or not the advertiser is charged.

But

Despite the hype surrounding Voice search and the role it will play in digital marketing, it’s unlikely that we’ll ever completely abandon visuals when searching and browsing. Whether it’s a speaker with an inbuilt screen, VR-friendly smart glasses or wearable tech that’s connected to our devices, attracting eyeballs will always be vital as the marketing-tech landscape evolves.

Let’s Get Started

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A Snack Sized Lesson In Ad Extensions

Ad extensions are a format that show extra info, ‘extending’ your text ad. They are a surprisingly simple way to potentially increase your AdWords ad’s clickability.

They work by allowing you to include extra ways for customers to interact, by adding information such as a call or directions button, or a link to a particular section of your website.

Do they show every time my ad shows?

No. AdWords decides whether to show the extension by calculating how it will improve your ad’s performance. Your ad rank must be high enough for it to appear, so you might consider your ad’s quality or your maximum bid to increase your chances.

And how much do they cost?

Ad Extensions cost nothing up front, but they may raise your cost-per-click. If they are shown and a customer clicks your ad or an extension, you’ll be charged. The amount you pay per click will be (as usual) the most you need to pay to hold your position.

Automatic vs Manual

Automatic extensions are included when AdWords calculates your ad performance will be improved by their inclusion. They provide info on number of visits, and customer ratings. You can turn them off if you wish.

Manual extensions include options for people to call you, find directions to you, visit your website or download your app. You must add them yourself, but you can’t choose when AdWords will show them.

Top Tip: Use Ad extension statistics to monitor how often your extensions appear, how many clicks your ad gets when they do, the cost-per-click and other handy stats.

Let’s Get Started

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Responsive Text Ad

Google recently introduced a new ad format for display: Responsive Text Ads. These new ads allow you to put in your own creative and more flexibility when it comes to the text?

The new ads build on the existing text ads that you can publish via Google on various websites (Google Display Network), plus they add imagery. The responsive text ads can appear next to an article on a website like smh.com.au. They are not related to the standard Google search ads.

This is Good News

The ads are designed to adapt to their surroundings and create the correct fit within Googles Display Network.

Live date

Responsive text ads have been rolled out during September.

We have built these ads to make sure that all the account get the full advantage of these latest improvements which assist click-through rates and improve performance.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


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