Why Digital Marketing is Crucial for Small Businesses

Effective Digital Marketing is paramount in helping small businesses learn the online habits of customers – which in turn they can better target their ideal customers. Here, we have listed the benefits of digital marketing strategies for small businesses to help them market their products or services with the right digital media planning. 

When small businesses get started, their main focus is how to attract customers to shop at their store and how to get them to utilize your services. Most small businesses may rely on traditional forms of advertising, such as print ads and mailers. Small business owners have a tendency to believe, if they offer a good product or service, it’s only a matter of time until new customers find their way to them.

While this strategy may bring in some business, there is an easier route to take. Small businesses should consider the marketplace of prospects that are available online. Small businesses, no matter how new to market, should never overlook the opportunity that digital channels can bring. This is a way to generate leads and convert interest into customers. Here’s a look at the benefits of digital marketing and the ways online platforms can be used to help grow your business.

Online Marketing & Its Benefits

With endless opportunities, digital marketing can seem intimidating if you’ve never used it for a business before. There are many different social media platforms and marketing terms that may make it seem like a bigger project than it is. It’s easy for small businesses to believe they don’t have the time or money to compete online. As a result, many take things slowly and stick with one or two forms of traditional advertising, assuming that their business will evolve as time passes.

The marketplace is competitive and while word of mouth and customer recommendations can help drive traffic, customers will struggle to find your business unless you show up in the places they spend time. Delaying building a presence online is not an effective approach. The best way to ensure success is to promote your business is to use target marketing to attract customers that are interested in your specific service and/or product. 

You can find an excess of potential customers online. It’s a larger group than you’ll ever be able to attract only locally. Using digital marketing techniques, you can reach a global audience in a way that’s cost-effective, scalable and measurable. Some of the benefits of using Digital Marketing tactics include:

  • Target the right audience at the right time – personalization is simpler with digital marketing.
  • Get to know your audience and drive engagement to create brand loyalty. Get some inspiration by creating a customer loyalty strategy. 
  • Track and monitor responses to your marketing efforts easily and instantly (i.e.) any social media platform which are typically free of cost. 
  • The ability to reach out to anyone and anywhere as there are no geographical boundaries with digital.

Get to Know Your Target Audience

One of the great things about digital marketing is that it allows you to engage with new customers. You can get to know them and their pain points, and in turn, provide them with a solution. Social media and blog posts are a great way to start a conversation. It’s important to make note of any comments or responses to your posts, it’s another great way to strengthen your strategy. Using digital marketing helps you stop wondering who your customers are so you can personalize communications and refine targeting. 

By doing this, you will build a relationship with your customers. You become more than a business, you become a reliable partner. Remember, people are also more likely to buy from businesses that they have already bought from and had a good experience with. When someone is interested in your business, whether it’s in your niche or they are curious about your brand, the first thing they will do is research online and see what they can find out about you. 

With today’s digital age, customers expect to find a business website or social media page easily. They also might be looking for reviews so they can learn what other people are saying about your company and whether it is a good place to do business. For local businesses, 87% of consumers read online reviews – a growth of 6% from 2019 to 2020.

So if a potential new customer can’t find you online, they may conclude that your business doesn’t appear to be legitimate. There is a very good chance that a lot of these prospects may decide not to take your business seriously and they will quickly take their business elsewhere.

Do More While Spending Less

Small businesses and start-ups are always trying to achieve as much as possible through their marketing on a budget. Advertising online can stretch your budget further and will allow you to refine your target audience. Social media is particularly good for this as it enables you to set a daily budget for a discrete audience that has an interest in your brand or ethos. Most importantly, it allows your business to exclude the people that would never buy from you – saving you time and money!

The key with advertising on social media is to select the platform that will work best for you and your brand. Don’t pick TikTok just because it’s trending or advertise on LinkedIn when you’re not trying to generate B2B interest. Research social channels, see which social media platform matches what you’re looking for and run some simple tests to see what messaging and content works. 

Last Thoughts

Ultimately, you are the one steering your business to success. Where do you want to go and what does success look like for you? Are you looking to develop a website that can generate leads? Or maybe you want to set up a Facebook campaign to see the results. The first step to achieving these goals is to develop an understanding of digital marketing and how it can have a positive impact on your business.

Onimod Global is your Chicago-based, in-house marketing team, your partner experts for specific marketing verticals or some nice balance in between. We excel in customer service and will teach you the most relevant and up-to-date digital marketing skills. From social media to SEO and paid search, you will have the tools to ensure your business succeeds online.  

Have questions about creating your online presence and need help strategizing? Contact us here today.

Why You Should Combine Social and SEA

Are you a PPC connoisseur or a paid social media pro? Are you neither of these things and looking for more insight on how to develop a paid digital marketing strategy? You have definitely come to the right place, as Onimod Global experts are here to share insight on both types of paid digital advertising and where it makes sense for you to invest you ad dollar.

Reasons to combine SEA and social media advertising

Why should PPC and social media ads be combined and regarded as a unit? When you combine the social media activities with PPC, you activate double the power online. Simply put: it’s a great way to increase your brand awareness and generate new leads.

1. PPC is successful: Search engine advertising that is targeted can lead to website traffic and success in just a short period of time. Use this effect to make your social media channels not only grow in following, but also in conversions.

2. Control demographics and usage: Users’ demographics cannot be controlled accurately when only using search engines. One the other hand, social media channels contain a huge collection of personal information such as photos and demographics – it’s worth using these data for PPC as well.

The journey to paid digital advertising

The journey to the goal of your paid digital advertising success is most often anything but straightforward. This is a crucial point that should always be kept in mind during your strategy process. Through being strategic with a funnel ad campaign, your customers may very often come into contact with your brand before they decide to buy. Another important note is people may already know your brand from a variety of platforms and influencers and have become aware of you in a positive way. This potential circumstance makes them more likely to click on PPC ads.

Due to all social media channels such as Facebook, Instagram and Pinterest, have become indispensable in many people’s everyday lives. They therefore offer excellent opportunities for “advertising”. Not in the traditional sense, though, but in much more creative ad formats that are meant to look native to the platform being disguised among organic content.

The difference between social media ads and PPC

Social ads are ads created for and shared on all social media platforms. Depending on the platform, the ads appear on users’ news feeds and, ideally, users will become more familiar with your brand and convert. The clearly designed Facebook ad manager will guide you through the creation of a campaign in which you act strategically and define your goals in the first step. You can create campaigns for Facebook or for Instagram.

Are you currently directing traffic from your PPC clicks only to websites or shops? Yes, that would make the most sense, because you generate the most revenue. Try something different and you may be surprised on the result: promote your social media channels through PPC. For example, make relevant content for your consumers which will lead them to wanting to consume more of your organic content.

This is where all of the success comes into play: with all of these platforms. you build a relationship with your customers and strengthen the image of your brand. The purchase of your product is not yet in the foreground of many people, if they, for example, are not yet familiar (enough) with the brand. However, if you manage to turn these people into fans of your Instagram page, their initial interest in your brand may eventually grow into a decision to make a purchase.

Final thoughts

All in all, we recommend you to ensure their is a cohesiveness between your brand and organic content to your social media ads, and PPC advertising is just as important from a search engine perspective. In addition to paid digital advertising and other digital marketing tips, we will continue to share case studies and the latest digital marketing news and tips to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about how to develop a paid digital marketing strategy or want to learn more about us? Contact us here today.

 

3 Simple Ways To Optimize Responsive Search Ads

Google’s responsive search ads, also known as RSA, have existed alongside the original expanded text ads (ETAs) for the past several years. The goal has been to give marketers more formats for their campaigns. Since then, the now default RSAs are quickly being set up to be the only text ad format moving forward into 2022.

Experts at Onimod Global would advise that you start optimizing RSAs to stay ahead of any competitors. Here are three simple suggestions that Onimod Global gives to marketers to improve your RSA effectiveness.

Analyze your asset labels

Google Ads’ asset labels can be very useful by showing you which assets are performing well and which assets you should replace after the RSAs serve. These kinds of assets should be monitored for roughly two weeks, then the idea would be to replace those that are underperforming.

When you open up your RSA, Google gives you a breakdown of all headlines and descriptions. The labeling they give to each asset is based on how they performed overall. Thus this RSA data can be very useful information and provide insight transparently on what is performing well for you and where you can save ad dollar.

Use variations of headlines

Using a variety of headlines in your RSAs can allow marketers to use more keywords, which can enable the ads to reach even more potential customers. The more Google variations the better, because using a variety can increase your CTR. Also according to Frederick Vallaeys, co-founder and CEO of PPC management software company Optmyzr, in his session at SMX Next “If you give Google more variations then the CTR goes up because they’re able to show the right ad to the right user at the right time.”

One important note to add: just because you are experiencing spikes in CTR doesn’t necessarily mean you’re conversion rate has increased. Some data shows they actually decrease with more headlines. Fortunately, adding more headlines also increases total impressions as it gives Google more flexibility to create the ideal ad for each situation, leading to more impressions per RSA. How you view these outcomes is completely dependent on your goals for the text ads in general.

Take advantage of smart bidding automation

Smart bidding automation is often times a very helpful tool when it comes to preventing ads from showing up to the wrong groups. If you’re doing manual bidding and allowing Google to show your RSAs to audience members that my not be as likely to convert, then that’s in the end a problem for your SEA budget since your manual bids are not going to be able to handle that.

However, when combining smart bidding and Google automatically showing the right ad to the right customer, even if that includes a bit more of broad matching, you can achieve very good results for text ads. This tactic holds up  in court by plenty of search data backing up this recommendation. Marketers that make the switch from ETAs to RSAs, using the same assets, in campaigns that use broad match and smart bidding see an average of 20% more conversions at a similar cost per conversion, according to Google. If automation is the future of search ads (which most likely is the case for all future SEAs and social media advertising), it is very senseful to use Google’s machine learning systems in every fullest extent possible.

Final thoughts

In addition to RSA, general SEA and other digital marketing tips, we will continue to share case studies and the latest digital marketing news and tips to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about how to optimize your RSAs or want to learn more about us? Contact us here today.

 

SEO Strategy – Voice Search and its Impact in 2021

How many times have you said ‘Hey, Google?’ today? You would most certainly not be the only one. Voice search is not only on the rise, it’s becoming second nature for everyone in their day to day lives. It’s not only questions being directed at smart speakers, but there’s also a massive surge being used for mobile. With that being said, if you aren’t optimizing for voice search in 2021, that is likely to have an impact on your ranking in the future. Experts at Onimod Global are here to help you discover more about voice search and how your keyword decisions could make all the difference.

As usual, data is very telling. Almost one-third (27%) of the online users globally use mobile voice search. Those numbers will be considered minuscule in the future as they’re bound to double in the next few years. The big pressing question: why is this the case? Is it just because it’s practical, or because it’s convenient, or maybe just because it’s trendy? One thing is certain: it’s gaining popularity as it is for sure easy to use, fast, and conversational compared to conventional typing. 

Voice Search 101

By definition, voice search is voice recognition technology that allows users to perform searches by speaking directly to their supported devices. These range from smartphones like your iPhone and Samsung to your computers to any home assistant devices such as Amazon’s Alexa, Google Assistant, Apple’s Siri and many more device assistants. In total, Google voice searches have skyrocketed over the past several years, so how you incorporate voice search into your digital marketing strategy is a must. 

Whether you’re working as an SEO consultant or working on building a website right now from the ground up, we advise you to ensure your site and all pages are optimized it for voice search. 

Website Voice Search Optimization in 2021

You may still be asking yourself, what are all of the benefits that come with optimizing for voice search in 2021?

  • More revenue: More visitors mean will in turn result in more conversions, and more conversions will of course equal more revenue.  
  • Higher rankings: Almost always these queries will rank in the top 3 positions on search engine results pages (SERPs).   
  • Higher authority: When you start ranking for voice searches and increase your audience, you boost your website’s authority. 

There is of course a catch, and that catch is called keywords. So in order to make your voice search optimization work as planned, you need optimized content. As always, keywords are the key.   

Voice search SEO requires:   

  • Question-based keywords: Queries should be in the form of questions, as that is also how the query is typically formed
  • Long-tail keywords: Really think about user intent and focus on action queries 
  • Conversational content: Natural-sounding language is key

Your Google My Business Page Is Important

More often than not, most users finish their queries with the words “near me.” The determining factor for where your page will rank for those types of searches is the Google My Business listing. This is by far one of the easiest ways to get noticed by your target audience via voice search, but one important key factor is ensuring your content and all contact information are complete and on point. 

Google needs to know where your business is located when someone asks to display similar businesses in your area. Include your name, address, and phone number (NAP) in the listing and choose the right business category and area code. 

Additionally, you can try to rank for those “near me” queries by targeting local keywords that contain location-specific phrases that generate results related to the same geographic location. 

Final thoughts

In addition to voice search SEO strategies and other digital marketing tips, we will continue to share case studies and the latest digital marketing news and tips to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about how to optimize for voice search or want to learn more about us? Contact us here today.

  

3 Steps for a Successful Holiday SEO

A holiday season simply wouldn’t be complete without frantic shopping, especially online shopping. Regardless of if people are shopping on Black Friday, Cyber Monday or completely throughout the holiday shopping season, millions of customers rush to get their hands on gifts for friends and loved ones. That means retailers must be well prepared for your holiday SEO strategy.

One way to really stand out for e-commerce business owners and marketers is a top notch holiday SEO strategy. If your brand is looking to optimize for holiday-specific website traffic, here are the three main steps to take to make sure you’re ready.

A good indication of where to start for keyword research is with trends from 2020. You can find this in the Search Terms report in Google Search Console. First ask yourself:

  • Which pages generated the most traffic last year and likely to gain lots of traffic this year as well?
  • Which search queries were the most used to discover your products and deals?

After you’ve gathered this information, analyze data from other channels that your company is active on. In particular, definitely research the top referral sources — affiliates, social media websites, email campaigns. Determine which channels drove you the most conversions and prioritize them for this year’s strategy.

Google Search Console is much more suited for providing you with technical website data versus Google Analytics. Long explanation short, this tool reports how search crawlers ‘view’ your website and interact with it to explore and attempt to determine its value for users.

Identify keywords relevant for holidays

In order to have a successful SEO strategy, keyword research is an absolute must. Irrelevant keyword targeting or those with no purchase/product research intention translates to budget waste. Going after overly-competitive keywords that every other online store is after means low chances for success. To create your holiday keyword plan, we again recommend to search into historic data from last year. Did you see any interesting keywords that shoppers used to find you? A great place to look is the Google Search Console for these specific queries.

When it comes to holiday keyword research, make sure you are careful about which keywords you want to battle and win. During the holiday season, you’d need to rank fast. So don’t go after overly-competitive broach keywords such as “buy cosmetics online.” Why’s that you ask? The reason is because your company would be competing for shopper attention with carousel ad results, Amazon product listings and category pages from other national retailers.

Create landing pages for special launches

This will give you a significant leg up on SEO holiday queries. To increase your chances of showing up during the time of your holiday offers such as Black Friday and Cyber Monday-related search queries, it’s important to create pages that target relevant keywords. (That you’ve discovered during the previous step). In order to discover the best prices available for their query, users will often search for keyword combinations with “[brand name] or [product] deals, discounts, promos”.

You can research which options are trending in your product vertical using historical results from Google Trends. Depending on the industry your business is in, it may be beneficial to create a Black Friday or Cyber Monday page for each product you plan on offering at a discount.

Final thoughts

In addition to holiday SEO strategies and other digital marketing updates, we will continue to share case studies and the latest SEO updates to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about how to make the most of your SEO during the holidays or want to learn more about us? Contact us here today.

 

Long-Tail Keyword Guide: How To Use In 2021

Are you exhausted of trying ranking for the same highly competitive keywords as your competitors? Here are two and a half words that will help you solve this problem: Long-tail keywords.

There are so many benefits of highly targeted search terms packed with intent. Onimod Global experts are here to help break down the definition of long-tail keywords and how to use them to your advantage.

What are long-tail keywords?

By definition, long-tail keywords are longer and much more specific keyword phrases that users will likely use to guide them to their desired destination faster. This usually also occurs when they’re closer to a purchase or when the visitors are using voice search. Long-tail keywords can be extremely valuable if you know how to use them.

Here’s an example to explain: if you’re a furniture company, most likely the odds are that your pages won’t often rank or appear near the top of an organic search for “furniture” because there’s too much competition (this is particularly true if you’re a smaller company or a startup). But if you specialize in, say, a specific type of vintage furniture, then keywords like “vintage victorian style desk” are going to reliably find those customers looking for exactly that product on your page.

Managing long-tail keywords is essentially just a matter of establishing how you communicate the product or service you’re selling between your business and the customers who are already out there that are actively searching or shopping for what you provide.

Note that the actual length of these keywords technically isn’t relevant. Long-tail keywords tend to be at least three words long due to their specificity, but precise low-volume searches that are only one or two words long (such as many brand names) are also considered long-tail keywords.

How to use long-tail keywords in 2021

Standalone broad keyword strategies are a matter of the past. Years ago, hunting for long-tail keywords with a seemingly low search volume probably seemed and felt like a waste of time and effort. However, long-tail keywords contain so much opportunity in order to connect with your audience which are likely to be converting and paying customers.

In 2021 (almost 2022), the combination of Google’s increased focus on user experience and search intent, and the steady increase of conversational search and voice search, means that long-tail keyword SEO strategies are more important than ever before. Incorporating these can be a real game changer for your company.

Long-tail keywords are also a crucial part of optimizing for ensuring your content is connecting with your audience by showing them exactly what they’re searching for. We live in an age where 55% of millennials use voice search daily. When these users query these platforms, they use long-tail keyword phrases such as questions (what are the best cafe’s with matcha lattes nearby?) and commands with clear intent (compare the price of the blazer from Zara and H&M).

Put yourself in the shoes of the customer to predict the intent behind naturally spoken and voice search questions so that you can provide the most clear and direct answers about your business and services and better target these long-tail keyword phrases. Even better than guessing what your customer’s are guessing, we suggest to do market research and ask a group of people in your target market for their Google searches relative to your content and product and/or service.

Final thoughts

In addition to long-tail keyword strategies and other digital marketing updates, we will continue to share case studies and the latest SEO updates to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about Facebook advertising or want to learn more about us? Contact us here today.

 

 

 

3 B2B LinkedIn Marketing Strategies That Work

Ever since the beginning of the platform, B2B businesses and their marketing teams have been trying to crack the code for B2B LinkedIn marketing success. Millions of professionals all in one place that are dream targets for your business, there must be some way to open up and flood in leads, right? There is, but the standard LinkedIn advice isn’t detailed enough: 1) Join. 2) Be active. 3) Get leads. So… how do you actually get leads in a strategic way?

Experts at Onimod Global are here to help you with 3 B2B LinkedIn marketing tips that actually work and you can implement today.

1. Your company page should turn into a lead generation page.

Being intentional with how your company page is organized is one of the top benefits for your company to make leads from LinkedIn. Unfortunately, quality leads don’t just fall into your lap. You have to work for them, especially in B2B.

The best way to do this is to turn your business or company page into a lead generation page. This is a course reversal from the typical company page, which shows basic information and facts about the company. Who reads that stuff anyway?

Your company page is a pipeline for LinkedIn leads to visit your actual company website.

Structure your company page in such a way that it leads up to an actionable conversion. A conversion action would be, for example, a click-through to your website, either in the company description or your recent updates.

 

2. Save your LinkedIn searches

Most likely you have used advanced search on LinkedIn, which is an amazing way of identifying the exact type of people you are targeting. So when you go through the work of creating a highly specific and targeted search, you’ll want to save it.

Saved searches create a way to stay active in your prospecting. You know that getting B2B leads isn’t a one and done activity. You have to maintain consistency in order to have a steady pipeline of sales. Directly from your advanced search, look for the “Save search” option in the upper right corner. Then when you have created a saved search, you can also set up a way to find that exact search again, but you can also set up alerts.

One note about this point: please keep in mind that without an upgraded subscription, you can only save three searches.

3. Publish content

As basic as it sounds, it is one of the most important factors in terms of being successful on the platform. LinkedIn as a platform is very powerful in the form of content publishing. When you’re serious about B2B LinkedIn marketing, you need to be using this tool to its fullest extent.

By creating quality content, you can turn your strategy from outbound marketing—drawing attention through ads—and start building an inbound strategy where you draw in users interested in what you have to offer.

There are two ways to do this effectively—by publishing both as an individual and as a company.

Final Thoughts on Facebook Ads

When there’s even more to take into account in terms of improving in your B2B LinkedIn marketing, it’s important to know how each will benefit you and drive results. We will continue to share case studies and considerations to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things B2B LinkedIn marketing, general social media advertising, and digital marketing. Got questions about B2B marketing or want to learn more about us? Contact us here today.

How To Improve Facebook Ad Performance and Measurement

Per ususal, the last quarter of the year is a busy one and a very important time for businesses like yours. For 2021 in particular, you are most likely attempting to execute paid social media strategies with Facebook ads and digital marketing plans while navigating through a sea of privacy and platform changes across the entire online advertising industry.

Facebook estimates that in aggregate they are underreporting iOS web conversions by approximately 15%. however this is an overarching number with a broad range for individual advertisers. Facebook claims that the conversions occurring in the real world, like sales and app installs, are higher than what is being reported for many advertisers. Onimod Global experts are here to help you understand these changes, specifically in Facebook ads, and optimize performance in this new environment.

Actions to Improve Facebook Ad Performance and Measurement

As you build your campaigns, try to keep these Facebook advertising best practices in mind:

  • Before you analyze performance, allow some time: Delayed data is a real pain. Due to the fact it’s almost inevitable as well as modeled reporting, we advise waiting a minimum of 72 hours or the full length of the optimization window selected before evaluating the performance for campaigns that are optimized for conversions. Daily assessment is of course still possible for campaigns and should be monitored, but waiting to analyze and report will ensure you get the most accurate picture of performance.
  • Analyze at the campaign level, not the creative level: Where it’s possible and makes sense for your analysis, analyze reporting at the campaign level. While you can always assess performance at the ad set and ad level is possible, some estimated conversions are aggregated and reported with a delay. We advise to take this into account when assessing ads performance.
  • Enable Aggregated Event Measurement: This essentially means to choose the web events (like a sign-up or a purchase) that are most aligned with your core business outcomes and are frequently used as the events to optimize against in your campaigns. If you are running ads optimized against events that have not been prioritized in Events Manager, it may potentially effect your results negatively.
  • Set up the Conversions API: The Conversions API creates a simple, reliable and privacy-safe connection between your marketing data, such as website events and offline conversions, and Facebook. Adding the Conversions API to your existing setup will help you optimize your ad campaigns, decrease cost per action and more accurately measure campaign outcomes while offering the same privacy protections we’ve put in place across our other Business Tools. Many advertisers are already seeing success with Conversions API, and you can check out their stories here.
  • Use the learning phase help Facebook discover the best way to deliver your ads: One tip we recommend to be able to exit the learning phase sooner is to consolidate your ad sets, expanding your audience or choosing an optimization event that occurs more frequently. Another way you can make the most of the learning phase is reducing the frequency of manual edits or expand your audiences, so there are more opportunities for people to complete your optimization event.
  • Take all available tools into account: You may also want to consider all measurement solutions available to you, on Facebook Ads platform and off. During this period of transition, it’s crucial to review all measurement solutions to identify potential underreporting that may be occuring for your business.
  • Continue to test and learn: Through testing new bidding, format and audience strategies, you can identify what is working today and evolve over time as Facebook Ads continue to improve. Testing new creative and marketing strategies is essential for improving your performance over time.

Final Thoughts on Facebook Ads

When there’s even more to take into account in terms of making your Facebook Ads perform better, it’s important to know how each will benefit you and drive results. We will continue to share case studies and considerations to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things Facebook advertising, general social media advertising, and digital marketing. Got questions about Facebook advertising or want to learn more about us? Contact us here today.

Google Ads Will Combine Smart and Standard Display Campaigns

As your trusted Google news source, here’s the latest update: Google is set to combine smart and standard display campaigns into a single option, announced yesterday Wednesday September 15th. And to add another change into the mix, Google also announced they will be introducing optimized targeting to Display campaigns.

 

Smart and Standard Display campaigns 101

Smart campaigns were unveiled four years ago, and they were created to help users have a simpler way to reach your audience across millions of sites and apps. Smart Display campaigns are set apart from other forms of campaigns through using automation to find new and existing customers, tailor your creative and set optimal bids.

Following up Smart campaigns, the standard Display campaigns have beneficial features such as responsive display ads and automated bidding. The point of combining the two types of campaigns means that advertisers will have the opportunity to test even more types of ads.

The new Display campaign overview

Bonnie Pericolosi, the director of product management for Google Ads says, “In this new Display campaign experience, you’ll have all of the reach and performance you’re used to, with the ability to choose the level of automation you prefer in bidding, creatives and audiences.” Now while setting up campaigns, advertisers will have the ability to choose what to automate or control manually, and they can change their automation choices at any time without having to create a new campaign.

Ginny Marvin, Google’s ads product liaison, discussed the update on Twitter, “No action is needed: Existing Smart & Standard Display campaigns aren’t affected by this change at this time. Once this update is rolled out in your account, you’ll see the new Display campaign type option and workflow when you create a new campaign.” 

 Targeting update for Google Ads Display campaigns

In addition to this change, Google Ads will also introduce optimized targeting, which treats audience settings as signals to find audience segments that may improve campaign performance, to Display campaigns. Previously, this option was only available on Smart Display campaigns.

Why advertisers should care

There will be just one option to create Google Ads Display campaigns very soon. The new Display campaign type will have the same controls for bidding, ads and audiences that standard Display campaigns currently offer. And, as Marvin stated, existing Smart and standard Display campaigns aren’t affected by this change at this time.

More From Onimod Global

As certified Google experts, our team is here to assist your business with holistic digital marketing strategies including SEO and Google Ads, because our goal is to make you more sucessful. To get in contact for an audit on your digital presence, get in touch with us here.