May 2017 – Impress People with Entertainment – Digital Marketing Tips & Insights

Impress People with Entertainment

 

People really love being entertained, especially when it gets warmer. During this time they like to have fun and go to shows in their local areas.  If they are well informed then 30% are likely to buy tickets for events. 46% of filmgoers usually research films online before buying tickets. Amongst those 60% of researchers will by their event tickets in this manner.

 

Make sure your event promotion is Mobile Lead

  • 56% of searches for film tickets happen on mobiles.
  • 41% is the growth of searches done on mobile for film showtimes.

 

How to improve performance:

  • Always Remember Mobile Search Times – that 8 our of 10 mobile searches will happen at home or at work. However approximately only half will happen during work hours.
  • Make sure you’re purpose driven – 41 % of people searching on mobile phones are goal-driven. Approximately 2 out of 3 are motivated by speed,  convenience or urgency – 28% of those lead
  • Prepare for speed – Over 75% of mobile conversions happen within one our of people making a search.

 

Look for business opportunities:

  • Sporting event tickets continue to be popular – searches for sporting event tickets increased 32% from 2012 to 2014

 

Sources

  • Google Data, Jan. 1 – June 30, 2015
  • Google/Millward Brown Digital, “Moviegoer Decision Path”, September 2014.
  • Google/Nilsen Mobile Path to Purchase custom study, Nov 2013.
  • Google Nielsen Mobile Search Moments 2015.
  • Google Search Data, January – June 2015 compared to the same period in 2014.

 

 

April 2017 – Get in the Holiday Mood – Digital Marketing Tips & Insights

Get in the Holiday Mood

As summer approaches, shoppers will begin to think about getting away on their holidays.  Approx. 89% of people who fly away for their summer travels like to research destinations online before they purchase a holiday break. Approx. 65% of business of business customers also buy online with others opting to deal with in-store travel agents or business travel companies.

 

Use Remarketing

  • Clients who switched from static remarketing to dynamic remarketing saw their conversion rates grow by up to 2 times!
  • When people switched they also saw their CPA rates fall by up to 60% .

 

 

How to Perform:

  • Think beyond just CPA – It is important that you craft dynamic creatives which are inspire by real-time data in order to connect with your potential customers.
  • Keep things simple – It’s important that you focus on creativity as well as results.  Remove any form of complexity in your ads.
  • Review your tags – Remember to check the data for the products your customers have viewed.

 

April 2017 Banner

Look for Business Opportunities

  • Suncare products increase during the summer months.  Terms such as ‘suntan’, ‘sunburn’ and ‘sunscreen’ see rises during this holiday period.
  • Stay at home holiday goers should also be considered. So remember to trial home nation campaigns.
  • Waterproof mascara also sees peaks during the holiday season.

 

Sources:

  • Consumer barometer with Google.
  • Source: Google internal data
  • Source Google Trends, January 2011- June 2014.
  • Source Google Data, January 2011- June 2014.
  • Google and YouTube Data, 2012 – 2014.

March 2017 – Spring is all about DIY – Digital Marketing Tips & Insights

Spring is all about DIY

Spring is all about putting in time and making improvements. That goes for people’s homes, as well as your business. 20% of shoppers plan to fix up their space over the season. With so much going on, make sure you’re clued up on all things DIY.

 

Go further with Attribution and Measurement:

  • 63% of people go online to research products and activities – 18% of that research is on mobile.
  • 38% of shoppers like to look online then buy in-store.

 

How to Perform:

  • Track Customers – Don’t just track transactions. Measure long-term customer value, not revenue. See which channels your best customers are coming from.
  • Attribute Value Across Channels – Keep your eyes on a variety of marketing touchpoints to gather insights and turn them into opportunities.
  • Keep Experinenting – Discover which channels are working for you. Measure as you go, to prove the step-by-step impact of your marketing spend.

 

Look for Business Opportunities:

  • Tools and Hardware – Swing into focus at this time of the year – 66% of people who plan to do up their spaces during the spring season go online to look for them.

 

 

Sources:

  • GCS Dec 2014, IBISWorld.
  • Think with Google: Measure What Mattes Most: A Marketer’s Guide, 2014.
  • Google Internal data.
  • Google Trends 2014-2015.

February 2017 – Race Ahead to Easter Digital Marketing Tips & Insights

Race Ahead to Easter

Shoppers start searching for Easter items as early as mid-February. Last year, the average family spend on sweets, clothes and other Easter goodies was 12% higher online than in stores. Mixing online and offline, searches for opening hours increase 1800% as the big weekend gets close.

 

Go Further with YouTube

  • 70% of consumers make video part of their shopping experience – 40% agree brand videos influence their decisions.
  • 41% of YouTube users tak action after seeing an advert. This is done by clicking, visiting a wesbite or making a purchase.

 

How to Perform

  • Be mobile ready – Mobile searches rise from an average of 22% to 38% just before Easter. So increase your mobile bids and move on to purchase messages 4-8 days ahead of the big day.
  • Amplify you video content – Use display and TrueView ads targeted by interest categories to get people seeing your content. Think “Foodies”, “Cooking Enthusiasts” or “Home Decor”.
  • Do DIY – Reach home-loving consumers with DIY videos. Baking, decorating and entertainment are also strong performers.

 

Look for Business Opportunities

  • Chocolate is getting more love than ever. Regardelss of device, searches for chocolate went up 43% between April 2013 and April 2014 – mobile queries grew 88%.
  • Trips and holidays are also part of the story – 47% of customers said they look into them at Easter.

 

 

Sources:

  • Google brand impact of TrueView Meta Analysis, October 2012.
  • Google Consumer Survey Dec 2014 n=1000.

January 2017 – Valentine’s Day Prep Digital Marketing Tips & Insights

Win hearts this Valentine’s Day

Cupid isn’t here yet, but 1 in 3 consumers are so loved-up they start their Valentine’s Day shopping in January.  Last year, people began searching for romantic gift ideas as early as January 7th. It’s time to get in the mood for love.

 

Score with Mobile

  • 37% of 2015 Valentine’s Day traffic was on mobile and it’s growing 40% year-on-year.
  • 3x as many searches for “gifts for boyfriend” as “gifts for girlfriend” were recorded last February.

 

How to perform:

  • Start early – Bid on “gift ideas” terms in mid-January to get in front of shoppers whilst they’re researching, and invest in weekend mobile coverage. Switch to purchase messaging by February 8th to target last-minute buyers.
  • Step up your budgets – After February 8th, set your budgets to at least 5x what you were spending and start checking your budget twice a day.
  • Boost your mobile bids – Put more money behind mobile to keep above the fold and remember to check your mobile position each day. Increase your mobile spend by at least 20% at weekends.

 

Look for Business Opportunities

  • Jewellery searches are up 42% on last year across categories – 24% of shoppers are planning to buy their loved one something sparkly for Valentine’s Day.
  • Gifts saw a 27% leap.
  • Flowers jumped by 18%.

 

 

Sources:

  • Google Internal Data, Valentine’s Day category.
  • Google Trends, 2011-2015.

December 2016 – Sales Prep Digital Marketing Tips & Insights

December – Get Prepared for the Post-Christmas Sales

Christmas will soon be here, and so will the January sales. Christmas Day mobile searches related to the after Christmas sales have increased by 74% year on year. Although many shoppers visit physical shops during the sales, 84% of smartphone users still reach for their phones whilst they’re there.

 

Move Ahead with Remarketing

  • The average CTR for regular display advertising is 0.07%.
  • The average CTR for remarketing display ads is 0.7%.

 

Christmas Sale Image

What to do:

  • Don’t be Repetitive – Avoid using same copy for existing customers and prospective clients. Ensure that your messages vary depending on customer queries and pages they’ve visited.
  • Frequency Capping – Make sure you’re not bombarding potential customers with advertisements, if your ads are following them everywhere they may feel stalked and your ROI may take a hit.
  • Understand Impact – If you are measuring based on last-click attribution, remarketing can steal credit from other channels, so try to set a lower CPA target for remarketing.

 

Looking for Business Opportunities

  • Smart Lightbulbs – Smart lightbulbs are becoming very popular, searches are up 36% this year.
  • Smart TVs – During the 2014 Christmas sales, searches for smart TVs grew by 28%, overtaking searches for other TV specs.

 

Sources:
–  Google Data, January 2013 to December 2014.
–  Google Data, March 2015.

October 2016 – Winter Holiday Prep Digital Marketing Tips & Insights

October 2016 – Move Ahead During the Winter Holidays

Consumers seem to live by the saying “The early bird gets the worm”. It’s only October, but they’re already starting to think about their winter holidays. Searches for skiing begin as early as three months before the ski season, and brands are a popular thing. On Google, 58% of winter travel searches are for specific companies or brands.

 

Move Ahead with Google Analytics

 

  • 54% of people come across brands through online search.
  • 90% of clicks on search advertisements come from new customers.

 

Winter Holidays 768x206

 

What to do:

  • Set Goals – Make sure to keep track of your conversions and set goals based on your currents rates, use this data to see what is working in your favour and aim to increase conversion rates slowly but surely.
  • Use Custom Alerts – Set the alert to inform you whenever traffic falls or rises dramatically, if you recently updated a page and it sees a boost in traffic, try to implement the successful change where applicable, if the edited page sees dramatic drops in traffic, try to undo the changes and steer clear of using those changes in the future.

 

Looking for Business Opportunities

 

  • Cookie Recipes – Cookie recipe searches are about to become very popular, 25% of all their searches happen in December.
  • Auto Parts & Services – 2 out of 3 drivers are looking to prepare their vehicle for winter before November, this search peaks during October and November.
  • Cruises – Search density for cruises spike in January, October is a good time to start preparing for this.

 

Sources:
– Google Data, Search Query Volume, March 2013-March 2014.
– Google Data, March 2015.

How to Write Great Web Content for Your Business

Writing great web content for your business is one the most important things that you can do. The content that you write is an ambassador for your business and if you don’t create error-free and engaging content, then your website visitors will not trust your business.

Your competitors know this too, as demonstrated by the 63 million posts that were created in August 2016, using WordPress or its Jetpack plugin. So, with so many people writing content, it is essential that you write great web content that stands out.

 

Web Writing Basics

The content you write must flow and follow best web writing practices. When writing you should avoid common mistakes such as the comma splice and run-on sentence.

 

  • Comma Splice – This happens when a comma is used to join two independent clauses (complete sentences). This is best shown with an example; ‘It’s nearly half past six, we cannot get home before it is dark’.
  • Run-on Sentence – This happens when two or more independent clauses are joined together, without punctuation or conjunction; ‘It’s nearly half past six we cannot get home before it is dark’.

 

When uncertainty about capitalisation, spelling or grammar kicks in, it is best to simply Google it.

 

Be a Researcher

If you want to write good web content for business, then it is essential to become a researcher. Content that is well researched, informative and full of detail will get shared more.

In a nutshell, preparation is the key and writing is the easy part.

However, it is important to understand that quantity isn’t quality. Constantly creating new content for your business’s website is only good if that content is in-depth and avoids needless repetition. In many cases it is better to strengthen existing content.

 

Write for Humans

It is important to remember that the content that your write is for humans. This means that the content needs to be digestible and you can check this by reading back the content you have written.

Blog posts and articles need to engage the reader and where appropriate this can be achieved by including personal elements or by using humour, wit or clever references.

If you want to write good web content then it is also important to keep the reading level low. Using fancy vocabulary or using three words where one would suffice, turns off readers and is a negative factor in Google’s ranking algorithm.

 

Understand Your Audience

Understanding your audience is key if you intend to engage them. You should consider who you are writing for and why. Google Analytics can help you to hone your skills by giving you a deeper understanding of the people interacting with your brand online.

Social media can be used to give your business a voice with existing customers, new customers and soon-to-be customers. Sharing posts and seeing how they perform on social media will give you an insight into the future writing you should do.

 

Use Good SEO basics

Using good SEO basics will not only help your business perform better in SERPs but will also help your content catch the eye of potential readers.

You should apply proper headings and subheadings, tag images correctly and write an eye-catching meta description. While you need to understand what keywords to focus on, it is also important to include them naturally. In short, it is not wise to write a sentence simply so that you can include a keyword or phrase.

SEO is a constantly changing beast so remember to adopt beneficial changes and don’t be resistant to change.

 

Do You Need help Creating Great Web Content?

If you need help with content creation or content optimisation, then Odyssey New Media can help. Contact Odyssey New Media for help at info@odysseynewmedia.com or call us on 0844 500 6911.

Why Business Owners Need to Remove Intrusive Interstitial Ads Pre 2017

If your business uses intrusive interstitial ads on its website, then now is the time to consider removing them. Google’s ranking algorithm is about to be updated and will view intrusive interstitials as a negative ranking factor.

Business owners have until January 10th 2017 to remove intrusive interstitials, if they do not wish to have their webpages penalised.

 

What are Intrusive Interstitials

Google is about to crack down on intrusive interstitials on the mobile web and this type of advert usually opens as a webpage is loading in.

A statement from Google expresses that “Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller.”

Google further states that “While the underlying content is present on the page and available to be indexed by Google, content may be visually obscured by an interstitial. This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result.”

Pages that continue to use intrusive interstitial ads may be penalised from this date, and in mobile search results, they may not rank as highly.

Removing this type of ad should not be overlooked. The importance of this action becomes apparent when we consider that more searches are made from mobiles, compared to searches made on desktops.

 

Problematic Interstitials

 
Examples of Interstitials that make content less accessible

 

Problematic interstitials are easy to identify and will generally be one of the following types of ad:

 

  • Pop-ups that cover the main content immediately after the visitor navigates to a page or while they are browsing the page.
  • Standalone interstitials that have to be closed before the page’s content is visible.
  • Layouts that show the above-the-fold portion of the page as an interstitial, while the original content is in-lined underneath the fold.

 

Non-Problematic Interstitials

 
Examples of Interstitials that would not be affected by the new signal
Not all interstitials are problematic. Here are three types of interstitials that are not problematic:

  • Interstitials that are incorporated in response to a legal obligations, such as age verification interstitials or cookie usage interstitials
  • Top or bottom advert banners that don’t take up too much space and that are easy to dismiss
  • Log-in dialogues on sites where the content is not publicly index-able or the content is behind a pay wall

 

Why Intrusive Interstitials are Important

Google has focused on intrusive interstitials as part of its strategy to improve the user’s experience, which is one that is more and more likely yo be taking place on a mobile device. These ads are just part of an overall strategy that business’s need to respond to, in order to rank well in SERPs.

 

Currently, Google has identified that 85% of pages in mobile search results are mobile-friendly. This means that the content on these pages is readable without zooming, and tap targets/buttons are appropriately spaced for touch screens.

 

Business owners should begin by checking if their website is mobile friendly. This can be done by using the mobile friendly test and mobile usability report, found in Google’s Search Console.

 

Is your Business using Intrusive Interstitials?

If you need help removing intrusive interstitials or optimising your website for mobile search, then Odyssey New Media can help. Contact Odyssey New Media today at info@odysseynewmedia.com or call us on 0844 500 6911.

How to improve Ad Spend Efficiency with Remarketing Lists for Search Ads

Your business can go beyond keywords and save money with AdWords and Remarketing Lists for Search Ads (RLSAs). RLSAs where first introduced in the summer of 2013, but even today, they are still underused.

With RLSAs, ad spend is used more efficiently and improves conversion rates, giving a better return on investment (ROI). They help businesses to avoid bidding on generic keywords that generate low, if any, conversions.

 

What are RLSAs


Remarketing Lists for Search Ads can be used to tailor search campaigns, based upon whether a user has previously visited your business’s website or app. They can also be used to create ad campaigns based on what pages the particular user has visited.

 

RSLA Process

 

A search ad group can be created to only show ads if the user is on the specific Remarketing List and if the user is making a search, with the keywords that your business is bidding on. The Remarketing List can also be used to adjust bids targeted at specific ad groups. We cover this in more detail later on.

 

RLSAs use cookies to track users and to add them to Remarketing Lists for the advertiser’s use.
These previous website visitors need to be actively searching Google, using the keywords in the search campaign, in order to be targeted. Whereas with standard marketing, ads are shown to users who are generally browsing on the Google Display Network.

 

Overall, RLSAs will let your business tailor search campaigns, in order to target valuable and more qualified users, who essentially are already aware of your business’s website and brand. RLSAs can be particularly attractive to small businesses, that may only have a small AdWords budget. They can be used to avoid the extensive and strategic optimisations that PPC traffic campaigns may need, to become successful.

 
 

How to implement RLSAs strategies


Next we take a look at the various RLSAs strategies that businesses can employ:

  1. Your business can use RLSAs strategies to avoid using more generic keyword terms, like ‘Nike’, and instead bid on more concise terms, such as ‘Nike trainers’. These concise keywords can be put in its own ad group and be used to target RLSAs members, who have visited the Nike trainers page of your website before.
  2. This strategy will reduce the risk of wasting ad spend. If desired, the strategy can be expanded upon in separate campaigns, with more generic keyword terms, to monitor conversion success.
  3. Your business can run brand campaigns with RLSAs, that are targeted at just those who have never visited your website before. To do this, a campaign needs to be set up in the normal way, but the audience needs to be set as a negative audience. It is also possible to run two brand campaigns, to separately monitor the success of marketing the brand to new visitors against previous visitors.
  4. Remarketing Lists for Search Ads can be used to run campaigns for low-profit, high return-rate or poor converting products. Here spend can be kept to a minimum by only targeting qualified customers, who may have bought from your business’s website before.
  5. It is possible to create bespoke ad text and landing pages, to target existing website visitors or those who have purchased from the website before. For example, a campaign could be created to promote a discount for previous clients. When doing this, your business should exclude this audience from existing campaigns, so as to not overlap. Campaigns can be trialed on a small group and the rolled out, if successful.
  6. Your business can use RLSAs to exclude converted users from future ad campaigns. Some businesses, like a marketing company or a company that sells one piece of software, would not want to keep spending on ads that are visible to clients they have already converted. This can be done by excluding visitors who have seen the final conversation thank-you page. If there is a small chance that this client may purchase another product or service, then RLSAs can be used to reduce the ad bidding for these clients.
  7. Your business can use RLSAs to increase ad bidding, on successive special occasion dates, for those who bought, for example, special occasion flowers.. Here the ‘Visitors of a Page During Specific Dates’ can be used to set campaigns that have a maximum duration of 180 days.

 

Do you need help with RLSAs?


If you need help with Remarketing Lists for Search Ads, then Odyssey New Media can set up, run and analyse campaigns for your business. Contact Odyssey New Media for help at info@odysseynewmedia.com or call us on 0844 500 6911.

Copyright© 2016: Odyssey New Media ® | Reg Company No. 07297050

Office Address: Office No. 0007, The Old Bus Garage, Harborne Lane, Selly Oak, Birmingham,

West Midlands, B29 6SN, United Kingdom

Telephone: 0121 439 5450 | Email: info@odysseynewmedia.com

 

Terms & Conditions | Privacy Policy | Cookie Policy | Copyright Notice