Tailoring Your Ads For People, Not Robots
As two-thirds of clicks come from paid ads, it’s important for a company to stand out on the results page, explains Stacy Westhead, Director at atom42. In order to achieve this, businesses must highlight their USPs on page titles and in economically-worded descriptions. Marketers need to make sure they use all of the characters at their disposal to their full potential, in order to pass their messages, and speak in a natural, human way. Brands need to reach out to their audience, find what they like and tailor their listings appropriately. Competition is another important factor to campaign performance; constant monitoring is required in order a brand to be able to counter its competitors’ messages effectively. “Watch what your competitors are doing, and adapt your advert to it.” explains Westhead. “If your competitor is running a sale, your ad will need something extra to grab the consumer’s attention- and click.” Brands can also experiment with extra elements like review scores, specific landing pages, and contact info; or even try to make a provocative statement that will grab the consumer’s attention. In terms of measuring effectiveness, Westhead suggested that marketers should examine their metrics and identify how they affect each other – in order to better set up their campaigns.
What Is Trust?
Brands want to be trusted. Consumers that trust a company are more likely to recommend its products and use them more frequently, embrace its ideas, and even pay more. According to Nathan Fulwood, Strategy Director, CreateFuture, trust is credibility, reliability and intimacy, divided by self-orientation. In order to be credible, companies need to first make sure they’re relevant. Consistency in messaging is the key for reliability; brands have to build their own identity, tell their own stories and stand firm to their beliefs. They also need to build intimate relationships, showing their personality, staying true to their brand image and avoiding using incomprehensible jargon. In terms of self-orientation, companies mustn’t be too self-interested; instead, they ought to understand and empathise and pursue meaningful exchanges. Fulwood suggests that “even conflict can be constructive. It’s still a catalyst for progress, provided it appears in a relationship that’s based on trust.” By maintaining a symbiotic relationship with the user, brands can draw insights from customer feedback that will have real effects on brand presence and reputation.
Getting The Most From Google Ads
Liberty Marketing’s Managing Director, Gareth Morgan, offered practical advice on
audience targeting using the Google Ads platform. Marketers should first identify where their customers search and ‘surf’ on the web, then adjust their bids based on data such as the consumer’s location, gender, age, device and the time of day. This way they will take advantage of what experts are calling ‘situational targeting’ on both Google Search results pages and the Google Display Network that amasses more than 2 million websites worldwide. In terms of selecting their target audience, marketers can use Google’s Affinity Audiences, a system which identifies large audience segments that match a specific profile. Brands can also create their own custom audiences by combining the situational targeting with specific keywords. When companies are satisfied with their target audience, they can use Similar Audiences to enlarge it; “it is five times larger than remarketing and marketers can expect a 41 per cent uplift to conversions”, Morgan explains. Google also supports In-Market Audiences, identifying a customer’s intent to purchase and serving them tailored messaging, both throughout their journey and right before their purchase. In terms of email content, marketers can target specific keywords within emails and benefit from Native on Gmail, Google’s dynamic email content; a feature that particularly lends itself to remarketing campaigns.
Investing In Influencer Marketing
The Big Shot’s Managing Director, James Erskine, presented on the power of influencers in digital marketing. Influencer marketing has a higher reach as it overcomes popup and ad blockers, ‘speaking’ directly to the consumer, and offering the real, human-voice recommendation that is such a big part of the decision-making process for many users. The Big Shot’s data suggests that YouTuber campaigns have an impressive click-through rate of 10-40 per cent, when the average value in a digital campaign is around 0.05-0.2 per cent. “Ninety-two per cent of the consumers trust recommendations by individuals, even if they’re unrelated to them”, argued Erskine. In terms of measuring the effectiveness of influencer marketing, Erskine mentioned ‘cost per engagement’, which should be clear for each influencer. And it’s not just for “fun brands” either. Micro- influencers can be found across the B2B space too, offering opportunities for further engagement and reach, through the channels of individual brand ambassadors. ”
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47 issue 30 summer 2017
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