Tag Archive for: SEM

Generation Z Marketing Strategies

Gen Z now makes up 26% of the population and comprises 48% of the total media audience. Their spending power is estimated to be between $29 and $143 billion, without taking into account their influence on household spending. They are a formidable consumer demographic, but the generation gap leaves some marketers struggling to successfully reach them. 

It is true that conventional digital marketing strategies rarely work and there has yet to be a complete consensus of which methods are most effective. But experts are starting to come together to compile their best recommendations and guidelines for successfully marketing to Generation Z. 

 

Highlight Social Awareness 

This generation has a heightened awareness of issues plaguing our society and the rest of the world. They know that what’s occurring now has the ability to strongly impact their futures. Which is why if they discover that a company is engaging in objectionable practices, they will avoid doing business with them at all costs, while making it widely known. Conversely, brands that are positively contributing to society or the environment have the opportunity to be strongly supported by Gen Z. As individuals they have varying beliefs, but they share a number of ideals such as inclusivity, multiculturalism, social justice, environmental awareness, and anti-capitalism.

A great example of a company that has done this is TOMS Shoes. For every pair of shoes purchased, they donate another pair of shoes to a child in need. These are the kinds of campaigns and practices that this generation looks for before fully getting behind a brand. 

 

Focus on Mobile Platforms 

75% of Generation Z selected a mobile phone or smartphone as the device they use most. This means strategies aimed at desktop users are no longer effective, especially when it comes to eCommerce web designs. A study performed by Google revealed that Gen Z mostly uses smartphones to make online purchases, and highly prefer online shopping in general. This means all web designs must be mobile-friendly, the checkout process needs to be simple, and content must be created with mobile devices in mind. Voice search is something else to keep in mind, as its use is on the rise with Gen Z. So it’s important to produce website content which conforms to patterns from everyday speech.

 

Be Personal and Relatable 

Generation Z was raised on the internet, they’ve seen everything there is to see. Which means using traditional sales ad and blatant customer manipulation attempts will fail miserably. Aggressive ad copy should be replaced with relatable and relaxed language. They will only pay attention to ads that are directly related to personal needs and desires. They expect retailers to offer a more personalized experience based on the customer’s shopping habits and preferences. This can be accomplished by creating targeted landing pages, publishing content aimed at the right buyer personas, and giving personal replies to messages on social media.

 

Use Each Social Media Platform Differently 

Social media has been a part of Generation Z’s entire lives. They’re highly aware of what each platform is best for and use each reflectively. Which means you can’t advertise to them in the same way on every platform. Response Media’s study reveals that Gen Z: 

  • Showcase their aspirational selves on Instagram
  • Share real-life moments on Snapchat
  • Get the news on Twitter
  • Glean information from Facebook

Instagram is also most used for brand discovery, with 45% of teens using it to find new products. And YouTube is used most for shopping recommendations, followed by Instagram, then Facebook. These are all things that should be closely kept in mind when conducting social media campaigns, sharing content, etc. 

 

Create Quick, Effective, and Visual Content 

It’s a common misconception that Gen Z has an outrageously short attention span, 8 seconds to be exact. In reality, they actually possess a sophisticated filter that comes from growing up surrounded by a deluge of information. So yes, you have very little time to convince them that your content is worth their time, but if it is, they can focus (or binge) long enough to complete in-depth research on any topic. 

Additionally, 71 percent of 13 to 17 year olds spend more than three hours a day watching online videos. But that doesn’t mean you can throw any video advertisement in front of them and they’ll pay attention. On average, Generation Z clicks “Skip” on skippable video ads after only 9.5 seconds. It all stems back to growing up in an information overload environment. This means you need to start focusing on only giving them the most necessary and important material. 

 

Final Thoughts 

When it comes to marketing to Generation Z, the most important thing is to forget all the misconceptions. They are not a generation of unintelligent, short attention spanned, detached kids that are dooming digital marketing for the rest of the generations. Every new generation of consumers means shifting marketing tactics and best practices in order to continue driving revenue and growing as a brand. When you execute your digital marketing strategy correctly, Gen Z can bring in major revenue, their own as well as revenue from their parents. They care about social responsibility, authenticity, and personable customer experiences. Brands have the opportunity to start engaging with socially active, highly motivated young people. They want to connect with companies, lead a following, or even become loyal brand ambassadors. Generation Z presents a new challenge that may just not seem worth it to some, but they offer the opportunity for huge payoffs with a little bit of work and understanding. 

 

More From Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

 

 

5 Steps to Creating a High Converting Landing Page

Customers arrive on a landing page through social media posts, paid advertisements, and various other content. If your landing page is ineffective, all the ad dollars and resources put towards getting these customers there was essentially a waste.

A quality landing page has the potential to increase leads, sales, and gain valuable information on potential customers. Creating highly effective landing pages can seem like a difficult task, as there’s no one-size-fits-all template, but there are a variety of landing page best practices. These combined with understanding your target audience and dedicated effort, building a high converting landing page will be much easier. 

 

1. Focus on Responsive, Mobile-Friendly Designs 

In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones. No matter the industry, it’s smart to make mobile design a priority. This means using: optimized images, shorter sentences, bullet points, headings, and subheadings. Mobile-optimized landing pages include a lot of white space and can be easy to read at a quick glance. Performance is also important, as conversions won’t be likely if page speed is low or chew up data. 

Mobile-optimization also forces conciseness and high design focus. Screen space can’t be wasted on extra unimportant content or fluff. The message should be focused on the action you want the customer to take. The less-is-more design approach results in a more concise and engaging final project. 

 

2. Have One Clear Call-To-Action 

The call-to-action is the number one, most important element that should be included on every landing page, as it’s what turns visitors into real customers. 

What should be focused on first is the text. Powerful, direct, and urgent language is key. What makes you unique and would create an emotional drive in customers? If possible try to communicate one or more of the following: they are getting something for free, they are getting something exclusive, you are solving their problem, or they have limited time to act. 

Some other elements that increase the effectiveness of call-to-actions are contrasting colors, buttons instead of links, and ensuring its visibility. Most companies and sites have a set color scheme, which is great, but you don’t want your CTA to blend in. Make it stand out by using contrasting, yet visually appealing colors. It also doesn’t need to be at the bottom of the page. It should be placed where the user’s eye naturally goes. This is something that may require A/B testing. 

 

3. Use Visuals 

The brain processes images 60,000 times faster than text. Meaning that visitors are immediately affected by the images on the landing page. As pictures are selected and placed, remember that they should be relevant to products and services, and high quality. 

If you’re selling a physical product, a high quality image should be displayed on the landing page. If you’re selling a service, the primary purpose of the image is to grab users’ attention and demonstrate relevance to them. 

And since the images are the first thing the user processes, you want that impression to be a good one. It has the potential to shape the visitor’s impression of your brand before they even make it to the ad copy. Which is why this isn’t a great place to use stock photos or quick photoshop jobs. Marketers have the opportunity to give potential customers a visual understanding of what they stand to gain with their product or service, and set themselves apart from the competition.

 

4. Have User and Search Engine Friendly Formatting 

Along with a mobile-friendly design and quality content, the page also needs to be formatted well, starting with a solid headline. It should compelling, something that will keep visitors reading. Touch on a main point that’s relevant to readers and hints that you have a solution to their problem. It’s also beneficial to use emotional power words. The most effective emotions to appeal to are anger, greed, and fear. “Stop getting ripped off!” “Free exclusive gift!” “Only 24 hours left!” are all possible headers appealing to these emotions. 

After you’ve established a heading that meets all the criteria, break the rest of the content of the landing page into segments. Each segment should have a subheading of its own that makes sense. This way if a reader is skimming the page they can skip to the section they’re looking for or read what is most relevant for them. Not only are headings and subheadings helpful for visitors, it helps search engines as well. Landing pages can be more easily indexed by Google and other search engines when they’re logically structured. 

 

5. Show You’re Reliable 

High converting landing pages always contain an element of trust. Include various pieces of evidence that show you can be trusted and are a reliable company, since you’re most likely asking visitors to give up some kind of sensitive information. There are five types of evidence best used to show trustworthiness.

The first is high quality landing page copy. There should be absolutely no spelling or grammatical errors. This makes visitors wary because it seems unprofessional, gives the sense that the website was thrown together, and thus unreliable. There are many tools that can help with spelling, grammar, and guides for clear landing page copy.

Proof of expertise and experience is also essential for reliability. Things such as: established in 1995, over 50,000 satisfied customers, licensed in 50 states, officially certified, member of the local Chamber of Commerce, etc, all communicate an important message. It reassures potential customers that your company is experienced, qualified, and have taken the prerequisites to earn and deserve your trust. 

Social proof, direct and indirect, is great evidence. Indirect includes social media follows, number of subscribers, likes, and shares. The more social engagement you have, the more trust you can earn. Indirect social proof can also be things like reported revenue, employee size, and other factors that bring your business clout. Direct social includes positive reviews, testimonials, and positive quotes from customers or influencers in your niche. It’s one person telling others “I had a good experience,” The simple truth is, trust begets trust.

Personal connection is next. Earn visitors trust by letting them get to know you and your business. This could be things such as a personal story, video, company bio, history, photos, etc. It helps when customers can put a name and face with who they’re doing business with. 

Lastly, evidence of security is very important. Most IT and security software vendors will give badges to their customers. You should place those on landing pages to indicate to customers that you have taken steps to ensure they’re information is protected, especially when it comes to personal or financial data. 

 

Contact Onimod Global 

Struggling to make your landing page convert or just need some digital marketing advice? Contact us! We are experts in all things digital marketing including SEM, Web Dev, Automation, Analytics, and much more. Learn more about what we do here, or keep up to date with all things digital marketing on our news page

 

 

The Best Post-Cookies Digital Marketing Strategies

Marketers have been predicting the death of cookies since 2017, and yet it’s still holding on. Safari and Firefox already block third-party cookies by default, and Google Chrome is soon getting the controls to follow. This has been regarded as the “nail in the coffin” for cookies, meaning the end is finally in sight. 

What exactly does this mean for digital marketers that have been relying heavily on cookies for so long? If that includes you, there’s no need to worry. Marketing as we know it will survive. There are a number of more effective data sources being developed, as well as plenty of tactics to break and replace the cookies habit. 

 

People-Based Marketing 

People-based marketing combines real-time behavioral data with first party brand data to create a cohesive marketing system, centered around the individual consumer. This behavioral marketing method does not rely on third-party cookies. Instead it allows brands to use a proactive approach, creating a marketing strategy that’s ready to meet the user wherever they choose to engage. 

A successful strategy includes three key elements: Identification, Data, and Automation. 

Identification: This is the process of identifying and connecting consumers and their devices, with the ultimate goal of ensuring persistent, cross-device recognition for a single view of the customer. This is necessary because most consumers do not spend time online on a single device. A typical consumer navigates through various devices – desktop computers, smartphones, and tablets, while looking at the same products. If the full customer journey is not tracked well, it could lead to incorrect assumptions about their behavior. These assumptions can cause inaccurate data, ultimately resulting in poorly designed marketing campaigns. 

Data: Brands have an abundance of data on each customer, from purchase data to email engagement to device information. Until recently it was impossible to actually put this data to use, due to limitation certain channels have put on it. With the identification-first approach, we can now tap into the dunes of dark data since it all ties back to the first identifying point – the email address. Now, brands can organize all their data the “people-based way,” attributing every piece of data to the single individual in question. And it’s not just historical data, brands can refer to real-time behavioral data like their device, their interaction with your website, their carts, as well as the products and categories they visited while browsing. Linking together these data points allows brands to get a singular view of the customer.

Automation: Instead of relying on cookie-based data, people-based marketing automation relies on first party-based targeting. Brands unlock a singular view of consumers, one that anchors all of the data discussed above to a single email address. As a result, brands can automate their marketing approach across all devices and all channels under a single cohesive marketing strategy. The power of people-based marketing stems from the fact that it looks at the business’ lowest common denominator, the consumer, as opposed to a specific channel or device.

 

Contextual Advertising 

In the simplest terms, contextual advertising is advertising on a website that is relevant to the page’s content. In traditional contextual advertising, automated systems display ads related to the content of your site based on keyword targeting. This is not a new strategy, but keyword contextual based advertising is one of the best options to cookies-based behavioral targeting. The downfall to behavioral targeting is that you may be getting shown ads for things you would never really buy as an everyday consumer. With contextual advertising you’re only shown ads based on the content you’re looking at, not your overall behavior profile. 

Google AdSense is the ideal platform for this type of advertising, giving you the ability to place, images, videos, or text ads on pages of participating sites. You can put dynamic content in front of people that weren’t necessarily searching for you, but were already interested in your field of industry. YouTube advertising, which is a part of the Google Ads System, is another contextual advertising opportunity. For example, you could show a brief video game ad right before a video game tutorial YouTube video. 

The move to contextual targeting will also mean a move back to focusing on producing and distributing relevant content. Extremely specific ads need to be created for equally specific keyword groups and site pages. User relevancy should be maximized, which in turn maximizes clicks, conversions, and ultimately ROI. 

 

Final Thoughts 

The disappearance of third-party tracking may be unsettling at first, but most marketers are starting to believe tracking cookies are no longer needed. Apple’s Safari and the GDPR made the method increasingly unattractive and the expectancy of stricter privacy regulations is why Google is planning on joining the “cookies ban” bandwagon. Moving forward it’s going to be all about exploring new technologies, innovation, and striking a balance between profit and privacy choices to avoid another wave of consumer backlash. Utilizing first-party data that you can get when people intentionally engage with your brand is the first step toward accomplishing this.

 

More From Onimod Global

While there’s no avoiding the changes to come, you don’t have to face these challenges alone. Onimod Global is here to help, with expertise in every area of digital marketing, including SEM, SEO, Social, Web Dev, Graphic Design, and more. Receive the highest-quality customer service, 24/7, at an affordable rate. Learn more about what we do, and start your project today. 

LinkedIn Adds New Features to Campaign Manager

LinkedIn announced late last week that it will be adding three new features to their advertising platform. These features include brand awareness campaigns, website conversion tracking capabilities, and job applications. This new version will also have an optimized click pricing option. 

LinkedIn has recently been putting a lot of emphasis on improving the platform’s advertising capabilities and proving the product should be considered more in the paid social space. From updating ad targeting capabilities to new integrations, such as moat analytics integration for video marketing. The newest update is focusing on campaign objectives, ensuring it’s easier to achieve the right results that better align with them. The updated Campaign Manager has been in public beta since October, but LikedIn reports that it’s working, as customer satisfaction has lifted 67%. 

The New Campaign Objectives

Brand Awareness: Introduced as the first top of funnel ad objective to the Campaign Manager, designed to help advertisers increase “share-of-voice” on the platform rather than generating traffic. These campaigns are charged by impressions (CPM or cost per thousand), rather than clicks. 

Website Conversion Capabilities: Because “conversion” has such a broad range of meanings, LinkedIn has tightened the integration of its conversion tracking tool. Campaigns can now be created that are optimized for specific actions, such as purchases, downloads, or registrations. 

Job Applications: LinkedIn is a large recruiting tool for companies looking for new applicants. Now any LinkedIn Talent Solutions customer can create ads using Campaign Manager, driving applications to LinkedIn or back to the company website. 

Optimized Click Pricing 

Going along with the new Campaign Manager, LinkedIn has optimized their click pricing to better align with advertisers’ objectives as well. Meaning that you only pay for what’s valuable to you. For example, if website visits are selected as the campaign objective, the only clicks that are charged are those that made it to the landing page. For social engagement campaigns, pricing is optimized to include all social actions such as likes, comments, shares, etc. LinkedIn has been previously known as an expensive paid advertising platform. This new payment model is supposed to better align with larger objectives, and hopefully provide better ROI for advertisers. 

Final Thoughts 

LinkedIn is starting to become a much more marketing-friendly platform and a stronger competitor in the paid social space. When it comes to digital campaigns, it can be extremely beneficial when the machine learning systems have a better understanding of your objectives. Providing more variety in campaign goals, as well as different pricing models to match each type, will help advertisers get the results they need, while avoiding paying for the actions that they don’t. 

Putting these Features to Use 

At Onimod Global we’re experts in SEM and Social Media. We handle paid advertising on Google, Bing, and across all social platforms, including LinkedIn. We’ve recently been rolling out brand new LinkedIn campaigns for a few of our clients, and have started producing a few results. We understand that LinkedIn is not an appropriate advertising platform for all brands or all campaigns. Having the correct brand positioning is essential, and with our expertise we know exactly where you and your ads need to be. 

Learn more about what we do here, or if you’re ready to become a client, contact us here.

 

Instagram Advertising: Is It Right For You?

Instagram has recently announced that they are going to start displaying ads in its Explore tab. The Explore section allows users to browse new content while discovering new accounts based on their interests. The platform says they will be introducing ads “slowly and thoughtfully” in the coming months. They want Explore to be the best place for people to discover something new and for businesses to connect with people who may become meaningful customers

Instagram is becoming an increasingly popular marketing platform, as it has been reported they’re experiencing more user engagement growth than its parent company, Facebook. This new update gives advertisers even greater opportunities to reach users beyond just their feeds. While the benefits to advertising on Instagram are rapidly growing, the cons are still there. So, how can you be sure that Instagram is the right platform for you? 

How Instagram Advertising Works

As most other social platforms, Instagram advertising is utilized to grow brand exposure, website traffic, generate new leads, and hopefully get leads closer to converting. As the platform is visually based, text ads are not a thing here. Marketers must use images, a set of images, or videos, which can be accompanied with text, to reach users. 

The Pros 

Ultra Specific Targeting Capabilities 

Instagram falls under Facebook, meaning marketers have access to the same demographic targeting mechanisms on both platforms. Companies can target users based on interests, location, behavior, etc. Instagram offers a variety of campaign goal options, ensuring marketers are optimizing ad spend. 

Unique Visual Ad Formating 

Instagram ads allow marketers to maximize the extent of visual content. Companies can captivate users and create brand awareness by using high quality photos or videos. These photos and videos can be displayed as traditional posts, or there is the option to show them as stories as well. Companies have also started to reach out to influencers on the platform. Influencers are users that have a large and established following, whom companies have started paying to promote their products on their account. 

Higher Engagement Rates 

Instagram is a personal, conversational, and engaging platform. Engagement rates are 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. Their formatting makes it possible for users to gain access to sales pages in just one click. Marketers can include call-to-actions to begin the checkout process, encouraging purchases straight from the app. This design eliminates the usual obstacles involved with online sales, allowing for instant gratification. 

The Cons 

Limited Audience 

While the platform offers a monthly user base of over 800 million, 90% of their users are under 35 years of age. Instagram is perfect for brands looking to engage with a younger audience, but those with an older target audience may find themselves struggling. While there are older users, very few are active. It’s also not the best platform to reach men. While they are on Instagram, it’s not as heavily as on other apps. Those brands exclusively targeting older ages or men may find it better for ROI to turn to other advertising platforms. 

Time-Intensive 

Staying fresh and relevant is crucial on a platform with large numbers of younger users. Authenticity is especially important here compared to search platforms, such as AdWords. Users begin to notice if brands are constantly regurgitating the same content just to increase posts. Brands have to be consistent with responding to comments, posting new content, and incorporating as many visual elements as possible to encourage interaction.

Required to Work Through Mobile Devices 

While you can access the platform through a web browser, abilities are extremely limited. Users are required to post through apps on mobile devices. Once the ads are initially posted they can be shared easily throughout multiple campaigns, but you must be able to access the account on a mobile device. Brands that aren’t so mobile-friendly may run into frequent obstacles. 

Conclusion: Is it right for your business? 

The biggest factor that goes into the answer to this question is target demographic. If your target audience is exclusively those 50 and up, Instagram is probably not the ideal advertising platform. That doesn’t mean you should immediately dismiss the possibility of Instagram ads. Similar to what happened to their parent company, Facebook, the number of older users will increase as the platform continues to grow. The decision is ultimately up to what you believe is right for your brand. 

At Onimod Global we are experts in SEM and social media. We know which platforms are best for brands, and create visibility for brands where customers are searching, interating, and ultimately converting. Find out more about we do here, or contact us today here.

Branded vs Non-Branded Keywords: Which Should You Be Using?

When it comes to branded versus non-branded search, it isn’t an either/or decision, both are critical for successful rankings. Businesses must have a strong understanding of the customer journey, to know when users are more likely to search for branded versus non-branded keywords. If you’re aware of what searches your potential customers are making, and are bidding on the right phrases, you can increase your chances of ranking in moments of the highest intent. 

 

Branded Keywords 

Branded keywords are exactly what they sound like, search words or phrases that include your brand name or a variation of it. Branded keywords are usually used by searchers that have heard of your business through marketing efforts or are a past customer. Some businesses feel that bidding on your own branded keywords is a waste, but this isn’t necessarily true. To help all users in their search journey it can still be beneficial to bid on branded keywords. Here are some reasons to think about. 

Controlling Your Message 

Organic listings are cheap but they don’t give you the chance to really tell users what you’re about. Paid advertising gives you the opportunity to get creative with your message to grab the user’s attention. Additionally, organic results may not take users to their ideal landing pages. With paid advertisements you have complete control of your message and where the user is linked to, increasing your chances of conversions. 

Competitor Bids 

Competitors may be invading your space. Many businesses across all industries bid on their competitors’ keywords with the intention of stealing business and traffic. Bidding on your own keywords reduces competitors’ opportunities to outrank your own results. 

Capture High-Quality Leads. 

People searching for your own brand are already familiar with your company. They’ve either heard good things from a friend or are a returning customer. Either way, they know you have what they’re searching for and are further along in the buying cycle than someone just doing broad searches. Chances are they’re very close to making a purchase. Being one of the top results ensures that they find what they’re looking for, and can follow through with that purchase, creating new or repeat business for you. 

Dominating Your Own Search Engine Results Page

They always say that two is better than one. Appearing both organically and by paid ads can show users that you’re a prominent player in that space. It works similarly to having multiple links in an email, increasing click-through rates, giving the users more opportunities to land on your page. 

 

Non-Branded Keywords 

Non-branded keywords are any search queries that do not specify any specific brands or business names. These include generic searches such as “happy hours in my area,” or “local car repair services.” These are often made by people that are either brand-agnostic, or new prospects not yet familiar with your brand. While ranking for branded terms is still important, strategizing how to rank for non-branded keywords should be a top priority. This is likely to be more expensive than branded keyword bidding, but it’s the best way to gain more visibility, traffic, and conversions. Non-branded searches are made at a much higher volume than branded terms, which is why it’s important to identify those that are most relevant to you. Here are some strategies to optimize non-branded search. 

Optimize for what Users are Searching 

It’s important to begin by putting yourself in the user’s perspective. What exactly would they be searching for to end up at your business? What products or services might they need? What entities are fundamental to your business? For example, if you do work on cars, customers are probably doing searches beyond just “car repair.” They may be looking for – oil changes, new brakes, new tires, etc. It’s important to not only have a clear understanding of what your customers are looking for, but how to optimize your non-branded searches to fit their needs. 

Manage Business Listings 

Make sure your business is listed accurately, everywhere. This way new customers making local searches find you in moments of high intent. Everything from address, hours, business category, etc. need to be correct and consistent. This is necessary for not only your own website, but for third party sites as well, such as Yelp, TripAdvisor, etc. To rank for non-branded searches, search engines must be able to identify that your business is near the user’s geolocation and your hours of operation. 

It’s important to emphasize both of these aspects because if search engines can’t find this information then neither will users. Overall, both types of searches work together. By optimizing online listings and your website for the products, locations, services, and other entities that you offer, you’re giving search engines the information they need to deliver structured, verified answers to specific questions customers are asking about your brand. 

Getting business today means you have to understand that customers have grown and know how to search for exactly what they want. Which is why it’s important to utilize and optimize your opportunities in all search areas. 

 

How We Can Help 

At Onimod Global we are experts in all areas of SEM. We are experienced in paid advertising across all platforms such as Facebook, LinkedIn, Google, and Bing. Our strategy is using cross-channel digital marketing campaigns driven by machine learning analytics and human intelligence. Together ensuring your brand meets the consumer when and where they need them. Read more about what we do here, or contact us today here

The Do’s and Don’ts of Ad Copy

Google provides a lot of helpful data when it comes to certain aspects of search campaigns, except when it comes to ad copy. Ad copy can be one of the most crucial elements when it comes to paid search, no matter the platform. Finding the right combination of keywords and titles can be difficult, but when you’re spending a good chunk of budget on paid search, you want your ad copy to be something that’s generating traffic.

 

What is Ad Copy?

Ad copy is the main text or description of a clickable advertisement. The text is usually the second and third lines of the ads displayed on a search engine, in between the title and display URL. It’s generally used to describe what the advertisement is for, as well as inserting related keywords. While most people are aware of what ad copy is, there are still mistakes frequently made, even by experienced paid search marketers. Finding what works best for your particular paid ads can be difficult, but we’re going to discuss some general do’s and don’ts of writing ad copy.

 

Ad Copy Don’ts

Jacob Baadsgaard, founder and CEO of Disruptive Advertising, has identified the top 3 most common mistakes that keep businesses from paid search success, when it comes to ad copy.

Keyword Stuffing

Inserting as many keywords as possible into ads is no longer the secret to search success. The modern user has been trained to avoid any search results that look even slightly suspicious or point towards spam. Users now look for content that address problems and solutions. As consumers evolve, ad copy should follow. This does not mean keywords should no longer be included, they’re still very important. What it means is that they need to be appropriately and specifically selected and placed in the ad copy. The ad needs to incorporate them in a more meaningful way. Focus more on providing answers, rather than keywords, because that’s ultimately what users are looking for.

Focusing On The Wrong Problem

Users click on ads if they focus on a problem, pain point, or whatever triggered their need to search. The issue is many business misidentify the motivating factors behind customers’ searches. A common misconception is that a company’s target audience share the same needs, goals, and values. More often than not the customer doesn’t care, what they do care about is whether or not you can help fix their problem. If the ad doesn’t focus on a solution, customers probably won’t click on it. When the ad copy’s main focus is the need behind a user’s search, you’ll seem like the perfect solution.

Neglecting Ad Extension

While it is ultimately up to Google whether people see your ad extension or not, neglecting it is a huge mistake. It is important to focus on titles and descriptions, since that’s what everyone will see, but when your ad extension is shown, it needs to matter. “Google reports that adding a new ad extension typically increases click-through rates by 10-15%, so they’re well worth investing some time into.” Ad extensions are a way to incorporate callouts, sitelinks, and structured snippets.

Callout extensions allow you to include specific attributes about your business, products, and services. This is an area where you can include more keywords and pitch-heavy content.

Sitelinks are something that should definitely be taken advantage of if given the opportunity. They can build the content of your ad by offering additional information and links to more specific pages on your site, allowing users to get directly where they need to.

Structured snippet extensions allow your ad to highlight specific aspects of your products and services. The layout is a mix between a callout and a sitelink. Each snippet contains a header and list of features you choose to highlight. This extension can hurt your click-through rates if your content isn’t carefully thought out, because the design can be complicated and hard to read.

Ad Copy Do’s  

 

Include Emotional Triggers When Appropriate

Users don’t make decisions on logic alone. People are more often driven by emotions. If someone reads something that triggers a strong emotional reaction, negative or positive, they will be more inclined to click through. You do want to be careful to balance the reaction with the rest of your message because you don’t want your brand to be associated with negative emotions. The ad copy should ultimately focus on resolving the negative emotion. Positive and subtle triggers can be effective as well. It all depends on what exactly you’re advertising.

Create Keyword-Rich Display URLs

Sometimes advertisers may not be aware that the display URL and their actual destination URL can be different. The display URL can be something more interesting or relevant to your ads while including your top keywords. Even if your destination URL doesn’t contain your keywords, your ads can still appear in search results if your display URL includes them.

Be Benefit Focused, Not Features

It can be disappointing, but most customers don’t care about your actual company. As previously discussed, users want to know what you can ultimately do for them. Focus on how your brand can make their life easier, not about your actual brand. Using words like ‘you’ makes the ad more personal and can demonstrate how your service actually benefits the user. How much time or money users can save with your service are easy and effective things to include.

 

Conclusion

Writing ad copy can be tricky, and there is a lot of room for error. That’s why it’s always beneficial to outsource for your paid search needs. At Onimod Global we are experienced experts in SEM. As a Google Partner we are a digital marketing company, trusted by Google and excel with their products. Experts in paid advertising on platforms such as Google, Bing, Facebook, Twitter, and LinkedIn. Not only are we experts in paid advertising, but also organic search engine optimization. Onimod Global works as your own in-house, cross-channel, digital marketing team.

You can view some of our featured work here, or contact us here.  

LinkedIn’s Newest Update Makes Advertising More Transparent

Company transparency is especially important when advertising on the internet, social spaces in particular. Social media users want to feel safe and ensured that their information isn’t going to be exploited for advertisements. LinkedIn just recently announced it has launched a new update, called Ads tab, for company pages. The intent is to bring even greater transparency to ads, increasing trust in their environment, while benefiting companies and users.

What is Ads Tab & How it Works

The Ads tab will be available on company pages, showing sponsored content ad history for the last six months. Members can view all native ads running in the LinkedIn feed through the tab, but the advertisers will not be charged for these engagements and the clicks will not impact campaign reporting.

LinkedIn said in the announcement that “the Ads tab builds on similar tools they’ve recently introduced to help members understand and control their ad experience, including new ad settings that each member can access from their LinkedIn account.”

They also added that this is just the first of many updates they have in the works to provide members with useful information about the ads shown to them on LinkedIn. The Ads tab will be implemented across their platform over the next few weeks, meaning it won’t be available to all companies immediately.

Why We Should Care

Transparency is something that benefits both companies and LinkedIn users. This extra layer adds more security to the LinkedIn platform, making it a more trusted source, attracting more users. An increase in users means the potential to gain a larger audience, and ultimately larger ad reach.

Putting it to Use

At Onimod Global we are your in-house cross-channel digital marketing experts. We offer services in SEM and Social Media. We handle paid advertising on Google, Bing, and across all social platforms, including LinkedIn. We market across multiple social platforms to create visibility for your company in places your customers are searching, interacting, and engaging. Having your brand in the correct positioning in essential, and we at Onimod Global have the expertise to know exactly where you and your ads need to be.

Learn more about what we do here, or if you’re ready to become a client, contact us here.

Challenges Facing In-House Agencies in 2019

An increasing amount of companies are bringing back in-house agencies – such as creative and digital – under the impression it will bring speed and deeper knowledge of brand values. But unfortunately for some, the benefits simply aren’t outweighing some of the risks and pitfalls that come with this strategy.

Why Bring it Back

Over the past decade, we are seeing a trend across the advertising and marketing industry where businesses are increasingly taking marketing matters into their own hands. Cost savings and having more control seem to be the biggest reasons why companies have been transitioning back to in-house agencies.

Many companies also believe that it will help integrate their values and beliefs across all platforms, but as some brands have already demonstrated, this may cause more issues than what the savings are worth.

The Unfortunate Challenges

As Pepsi has recently shown with their Kendall Jennar-starring ad, an in-house team may not always hit the mark. A considerable challenge of using an in-house agency is that it completely eliminates outside perspective, creating tunnel vision. Many criticized Pepsi’s ad to be ‘tone-deaf’ and ‘precisely the opposite of the real-world experience’ that was supposedly being portrayed.

Another downside to going in-house is creating a heavy work overload for the studio teams. Commonly those part of the in-house team are working on multiple other projects at the same time. This can make it difficult for them to make last minute or urgent changes.

With putting a heavy workload on the in-house team comes another great challenge, which is the difficulty of managing the many projects and tasks at hand and the pressures that come along with them.Team members can easily get burnt out, resulting in creative slumps or high staff turn-over.

Benefits of Outsourcing

Although creating an in-house agency may seem like the cost effective decision, outsourcing has more benefits in the long-run and for the company as a whole.

One of the greatest benefits of outsourcing is that you’re guaranteed a team of experts with extensive experience in the marketing field. Not only will they have the best experience, but they have the best tools and technology to go along with it. There is an extensive amount of marketing tools out there, and they can help you quickly identify which will be the most beneficial for your company, saving you an endless amount of time and money.

Another benefit that comes along with using an outside source is a fresh perspective. As previously mentioned, when using a team that work in-office they can get stuck using the same tactics or ideas over and over. Group think and tunnel vision can easily occur as well as falling victim to office politics. It’s always beneficial to have an impartial third party that can bring new and different ideas to the table.

Lastly, you completely eliminate the extensive processes of hiring and training. A good marketing partner will have a strong team committed to making the best decisions for your company. You can immediately start tackling strategy and making improvements rather than worrying about assembling a team of your own.

What We Can Do

Onimod Global can function as your own in-house agency with all the tools and expertise of an outside agency. We offer cross-channel digital marketing campaigns driven by machine learning analytics and human intelligence. Experts in SEO, SEM, website development, automation, manage your marketing 24/7, along with so much more. Check out what we have done for others and can do for you.

How Customer Reviews Can Rev Up Conversions

Whether your business is product or service based, B2B or B2C, great reviews will help smash your conversion goals. It’s time to leverage customer reviews to boost online traffic, sales and revenue. Read more