Month: February 2021

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Google Ads
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5 Ways To Leverage The Latest Google Ads Trends In 2021

In today’s crowded online marketplace, it can be challenging to get enough traffic to your website.  Some businesses spend hours promoting their business on every platform. But you shouldn’t have to do it the hard way, there are tried and tested methods to increase traffic and conversions with a small time and monetary investment.  Google conducts 63,000 searches per second, a giant user base such as that is obviously where you want to be seen first and foremost. Here is why you should consider Google Paid Ads: Google has 90.46% of the search engine market share worldwide. 15% of all searches have never been searched before on Google. Google has a market value of $739 billion. An average person conducts 3-4 searches every single day.   Here are 5 ways you can incorporate the latest Google Ads trends in  2021, to increase traffic and sales on your website: 1. Google Ads Smart Bidding Smart Bidding is one of the many ways Google has incorporated artificial intelligence (AI) in their advertising suite: Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction — a feature known as ‘auction-time bidding.’ Machine learning enables Smart Bidding to manage several signals at once in order to tailor bids to each user’s context. Smart Bidding is a great option for businesses that are just getting started with Google Ads or for those who don’t have a ton of time to devote to managing a campaign.  The one downside to this system is that you can’t control where the ads will be displayed. 2. Google Discovery Ads Google Discover is a personalized mobile newsfeed that shows relevant content to users even when they’re not searching.  Because the focus of the content is relevancy, it doesn’t always give you the newest content — typically quality evergreen content is featured. Google Discover is available via the Google mobile app and by visiting Google.com on a mobile browser. Users can control what shows up in the feed, which leads to a more personalized experience. Google’s Discovery Ads are native ads that show up in multiple Google feed environments.  Similar to Display Ads or YouTube ads, Discovery Ads must be visually engaging and mobile-friendly so that they feel native to the feeds they are displayed on. Google uses machine learning to optimize ad placement based on users’ search history, feed engagement, and other factors to deliver them to the most interested potential customers. 3: Google Gallery Ads Similar to Facebook’s Carousel Ads, Gallery Ads feature images that mobile users can scroll through to get more visual information about a brand, product or service. According to Google: Gallery Ads work: Early reports show that ad groups including one or more Gallery Ad have up to 25% more interactions. Gallery Ads will appear at the top of mobile search results and feature 4-8 images. Each image will have its own text, along with a static headline and URL, and advertisers pay when a user clicks or swipes an image. Gallery Ads may not have as many applications for B2B or service-oriented brands, but businesses with offerings that lend themselves well to rich visuals should definitely take advantage of them when they are widely released. As Google increasingly moves away from the text-only search ads, advertisers will have more opportunities to present their products and services in a way that makes the most sense for their business — and their customers. 4. Expanded Audience Segments As of October 2019, Google offers two expanded audience segments: Affinity Audiences: These audiences are built around interests and identified based on browsing behavior. Some examples of Affinity Audiences are beauty mavens, convenience store shoppers, and cloud services power users. According to Google, Volkswagen used affinity audiences to achieve a 250% increase in conversion rates. In-market Audiences: These audiences are actively researching or comparing products and services. Google recently rolled out new seasonal event segments for these audiences so that advertisers could reach consumers on search and YouTube with timely offers. With over 700 in-market audiences identified, many companies will have the chance to interact with customers who are ready to make a purchase. 5. Google Ads and Voice Search As more and more people buy smart speakers and search Google on mobile, text-based search is going to continue to decline. And that will mean big trouble for advertisers. Consider these stats: 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines Voice shopping is set to jump to $40 billion in 2022 2 out of 5 adults use voice search daily As of right now, voice searches that use screens — such as using Google voice search on a desktop or on a phone — will display ads…but smart speakers like Google Home and Amazon Alexa devices don’t. But the good news is that Google is already testing ads on Google Home. As users move away from text-based search, the tech giant will surely find ways to monetize voice search.   The Kreativworx experienced team can assist you in implementing the latest Google advertising trends, so you can get the best return for your investment.  To request a free consult, give us a call or send us an email. Source: https://www.singlegrain.com/google/google-ads-trends-2021/

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Social Media
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How to make Facebook ads work for your small business

If you are allocating part of your 2021 marketing budget to Facebook ads, it’s important to get a good return on that investment. If you’re running an ad, you are probably concerned about the conversion cost. This will depend on all aspects of your ad – from the headline to the targeting, the copy, even the graphics or video assets used. Every element of how you set it up will affect your return on investment. In this article we go into some factors that you could optimize to increase the conversion rate and decrease cost per click on your Facebook ads. The quality and relevance of Facebook ad images One factor that most people don’t consider when they set up their ad, is the size of the graphic or video content they use. You can put hours into crafting excellent written content for your ad, but if you don’t pay enough attention to the graphic or video content, your ad won’t hook Facebook users’ attention long enough for them to read the copy. One way to approach this is to choose or design an image that can convey the same core message, result, or desired action, as you would in the written copy. Your image should always be related to what you’re selling, whether that is a product, a service, or for the user to click through to another website to a free resource. Even when a user skips reading the written content, the image should immediately convey the core idea of your offer. If your ad hooks the ideal customer for long enough, it will convert many of those who would have scrolled past. Make Facebook ad headlines actionable and short Writing a creative headline is not enough, dedicate most of the time you invest in your ad to crafting a powerful and actionable headline. Therefore most businesses who are successful with advertising on Facebook, invest in outsourcing their ad copy, including the headline. When optimizing your Facebook ad headline, consider these factors: Keep your headline short. Studies have shown that longer headlines do not lead to conversions. Put numbers in your headline. People tend to click headlines with numbers rather than headlines with words only. For example, a headline with “5 Benefits of using a contractor service” would get more clicks and conversions than “Why you should use a contractor service”. Don’t use too many superlatives. After analysing advertisements on Facebook, it was discovered that up to 51% of users tend to click headlines with zero superlatives. Instead, use as few words as possible in your headline to draw the user into action, choosing words that better convey the quality, scarcity, or excess that a superlative would. Facebook ad conversion is all about clicks. Most small businesses who aren’t experienced in crafting successful Facebook ads, is that these are not designed to sell. Rather, they are best used as a funnel to acquire more qualified leads. Therefore, the purpose of your ad is to get your audience to click through, with intent and curiosity, to the next step in your funnel. The goal of your copy is to draw the user into clicking the call to action button. A skilled copywriter will keep in mind that Facebook users generally are not in a state of mind to be sold to. An experienced marketing team will craft ad copy that promotes curiosity, relevant to your product or service offering. Use testimonials and reviews in your Facebook ads. Social Proof such as reviews will always make your ad better. Local services such as Restaurants, tourism companies, even movie theaters, experience tremendous success using reviews of their clients and customers, displaying them on various physical and digital platforms. Using social proof in your Facebook ads by including testimonials in the graphic and written content, tells the audience that people have loved using your product or service. Data has shown that ads containing five-star reviews as headlines obtain high conversion rates. The element of risk associated with a product or service diminishes greatly, once potential customers have proof of your past customers who’ve been happy with the service and value for money they received. Retarget website visitors through dynamic Facebook ads. Retargeting with dynamic ads can be a great strategy to leverage your product feed when executing a successful dynamic ad campaign. For example, you can link the product data from an ecommerce platform such as WooCommerce directly to Facebook. Dynamic Ads provide the opportunity to target users based on how they engage with specific products or pages on your website. Dynamic ads not only help reengage previous site visitors and cart abandoners, they also turn Facebook into an impactful ecommerce channel. The Kreativworx team is experienced in every facet of crafting effective Facebook ad content, as well as configuring your ads to get the best return for your investment.  To request a free consult, give us a call or send us an email.

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