Month: December 2018

December 31, 2018

How To Start Advertising on Youtube in 2019

Boost your leads and sales in 2019 with creating short engaging videos for your products and services. With YouTube as one of the most seasoned informal communities and has experienced numerous developments of paid advertising alternatives. Today, there are a bunch of amazing paid tools and assets you can use to focus on a specific audience segment and reach them with your video content on YouTube.

Youtube will help promote your brands message, service and direct the viewer to the next steps with a call to action.

Understanding the needs of your customers will help drive the type of content you create, the tone of your messaging, and the experiences you offer. Once you have a sense of the journey your customers are on, it will be easier to figure out what kinds of videos they’d most appreciate. The organizing principle called ICE—Information, Connection, Entertainment—lets you think about the role your videos will play in a customer’s daily life.

Information

People watch these videos for the latest updates, self-improvement, how-to instructions and decision-making help.

Connection

People watch these videos to share with other users, to bond with their communities and to react to friends’ suggestions.

Entertainment

People watch these videos to get inspired, laugh, relax, be nostalgic and relieve boredom.

Here are 5 tips when creating your company  Youtube videos:

  1.  Include an Element of Surprise – The problem with generic ads is that they make little to no impression on the viewer. They’re just noise. Remarkable ads break the mold. They surprise people when they diverge from the norm and, if executed well, are entirely unforgettable.
  2.  Tug At Your Audience’s Heart Strings – The options here are endless—we humans have quite the range of emotional triggers—all you need to do is pick the one you want to evoke and begin building a story to incorporate it.
  3.  Inspire Viewers to Take Action – One of the best ways to create ads that resonate with viewers is to present a serious problem and then show them that, by supporting your business, they can help to turn it around. Start by outlining the problem. Share gripping facts or testimonials, demonstrating the gravity of the issue. Then, pivot to show what your company is doing to eliminate this problem.
  4.  Leverage Nostalgia – Never underestimate the power of nostalgia in marketing. The truth is, people have an emotional connection to their past and enjoy reminiscing on it. By infusing advertisements with “blasts from the past,” brands can tap into these emotions, causing people to feel more favorably toward their products.
  5.  Be Different – When something’s out of the ordinary, it demands extra attention. Ever seen a David Lynch film? Or Birdman? Or Memento? They all present super weird, convoluted stories that just don’t seem to add up, causing you to walk out of the theater thinking “what the $%*# just happened?!” As a result, these movies stand out in our minds.


Since YouTube is owned by Google, YouTube’s Ad Manager works within Google Ads, recently known as Google Adwords. So to set up your YouTube video ads, you’ll have to sign into or make your own Google Ads Account. From that point, you’ll match up your YouTube Channel with your Ads account.


Using the Ads interface, you’re able to launch your ads, collect and monitor data across ad campaigns, utilize advanced targeting, and launch retargeting ads. Once you’re all set up, you can tap into the YouTube-specific advertising options available to you.


Here’s a brief overview of the main advertising options, and how each of them work.

TrueView Ads

TrueView advertisements, otherwise called in-stream promotions, are YouTube’s debut publicizing item. Working like a conventional business, TrueView promotions are skippable recordings that show up before the primary video a watcher chose – like customary TV ads, better since clients can skip them on the off chance that they aren’t intrigued. In opposition to what you may think as a sponsor, this is useful for both you and your planned clients; group of onlookers individuals can skip promotions that aren’t important to them, and you possibly pay when they demonstrate intrigue, which is determined when a watcher navigates or goes through more than 30 seconds viewing your advertisement.

Source: Think with Google

Despite the fact that you have up to sixty seconds to tell a more drawn out, increasingly full story with a YouTube TrueView advertising, regardless you need to pack the initial six seconds with eye catching substance. In case you’re ready to keep your watcher’s consideration, it satisfies.

According to Think with Google, viewers who watch TrueView ads for more than 30 seconds are 23 times more likely to visit or subscribe to the channel, watch more videos by the brand, or share the video.

TrueView advertisements enable you to alter your video with different CTAs and overlay content to move further activity with interactive catches and off-site interfaces, and have diverse alternatives relying upon your showcasing objective, similar to these beneath.

Kinds of TrueView Ads:

TrueView Reach Ads

 



Use TrueView Reach promotions to focus on your watchers dependent on most extreme impressions rather, charging by expense per thousand impressions rather than expense per-see.
Best for: driving attention to your image.


TrueView Discovery Ads

Use TrueView Discovery promotions to demonstrate your advertisements on the YouTube indexed lists page, like Google look promotions, or to appear beside related recordings rather than before them. Best for: drawing in crowds who may think about purchasing.


TrueView Action Ads

Use TrueView Action promotions to include a catch specifically into your video that drives your imminent clients to click out to your site. Best for: nurturing leads to take purchase actions.

 

Bumper Ads

Bumper ads on YouTube are short video ads limited to six seconds long. These ads typically play before the actual video a viewer decides to watch on YouTube, like the previews at the beginning of a movie when you go to the theater – only super short – and are made available as an add-on to traditional campaigns.

 

Bumper ads are relatively simple, and are a good way to capture your audience’s attention, especially when that audience is viewing on mobile. On their own, Bumper ads are probably not long enough to make up a complete video advertising strategy, but work well when paired with a longer, more robust video campaign to coincide with a new product launch or a marketing push aimed at raising brand awareness.

 


Source:
Insights.la

Here are just a few of the targeting options YouTube offers:

    • Audience Demographics: Target by gender, age, location, parental status, or household income.
    • Audience Interests: Target by topics of interest, like sports, fashion, gaming, etc.
    • Audience Affinity: Target by customized audiences with specific interests tailored to your brand.
    • Audience Life Events: Target by purchasing behavior and brand preference shifts due to life milestones like moving, graduating or getting married.
    • Audience In-Market: Target by searches for products or services similar to those you offer.
    • Audience Retargeting: Target your video content based on past interactions, website behavior, and more using customized lists created automatically via Google Ads.

The best part about video advertising on YouTube is that keywords are significantly less expensive than on Google. Views from advertising on YouTube cost an average of $0.05 per click, while the average Google keyword ballparks between $1-2. Add in the ability to directly target customers with your video ads based on their previous searches, and you have a winning advertising platform.


Why you should start marketing on Youtube


Success Stories:


Retail:
Turf & Needle

“We’ve definitely seen an impact with YouTube. We started our company five years ago with just $6,000. We did $100 million in sales last year and about a million people will be sleeping on a Tuft & Needle mattress by year’s end. We believe that we’ll be able to continue scaling our company to the size we can become using YouTube the entire way. We absolutely feel like we’re living the American dream.”

Daehee Park and JT Marino, Founders, Tuft & Needle

Travel: Majestic Heli Ski

“You know, you say a picture is worth a thousand words? Video is worth a million. They see the lodge, the dinners, the skiing – and they get it. Plus, YouTube leveled the playing field by allowing me to reach customers that would otherwise look at some of the more established businesses. That’s helped us boost our customer base by more than 400% over the last five years and increase sales around 25% each year since starting on YouTube. So we know our marketing dollars are well spent.”

Njord Rota, Owner, Majestic Heli Ski


YouTube user statistics

iPad is on the Apple Mac book Pro. Youtube logo on iPad screen. Youtube is the largest video sharing website in the world.


Now that you know more about how Youtube Advertising can take your business to the next level. How are you going to start?

Begin your successful video campaign by understanding your objective. Define your core message and tone. Ensure that your videos meet your brand goals. Find the best ways to engage your intended audience.

Ask yourself what your brand stands for—what are the passions that will drive its success? At the same time, ask yourself what your customers care about in their daily lives. Find the point where your brand’s passions overlap with your audience’s concerns. At that intersection lies something unique you can bring your fans to earn their loyalty.

The following tools can help you understand what your customers care about. What videos do they watch? How active are they on social networks? How do they use their mobile devices?

YouTube Trends Dashboard

See what videos are trending on YouTube.

YouTube Analytics

See how your audience is reacting to—and interacting with—your videos.

Think with Google

Explore Google data, insights, and perspectives for marketers.

Brand Lift

Look beyond impressions and views to understand the direct impact your YouTube ads have on perceptions and behaviors throughout the customer journey.

Google Surveys

Learn what people really think about your brand.

Good luck with your video campaigns.

December 31, 2018

Small Business Saturday – Beyond the Seams

This week, Small Business Saturday we highlighted Beyond the Seams. We released the second episode of our new podcast series! During episode two, we chatted with Idalia, co-owner and co-founder of Beyond the Seams. Beyond the Seams is a boutique art gallery located in North Philadelphia.  It is a space that acts as a “blank slate” for local artists. It’s main function is to host galleries and showcases of different artists, but BTS also hosts workshops, sells work and items made my local artists, and runs their own silkscreen printing service. Beyond the Seams is a brand new company – they have been working out of their storefront location for about four months now.

During the episode, Mac and Idalia discusses everything from our education system to Meek Mill. Idalia has a background in education and interior design. Her husband, and business partner, Yasin, has a passion for business and apparel art design. When forming their business, they settled on the name “Beyond the Seams,” which means “more than meets the eye.”

As for getting their business up and running, Idalia stressed the importance of local outreach and grassroot marketing. Word of mouth, hanging flyers, and networking has been some of the key elements to their business’ success. Beyond the Seams also attributes the network of artists they work with to allowing their business to continue to flourish. When BTS hosts an artist gallery, they charge the artist nothing. They only ask for a small percentage of any sales they make during the gallery event. Idalia says this has kept artists coming back and referring their friends to the space.

Beyond the Seams relies on their screen printing services in order to make a profit. They screenprint for schools, sports teams, and any other group looking to have a custom t-shirt design created. In 2019, BTS hopes to continue to expand and reach more of the Philadelphia community.

Listen to our Small Business Saturday podcast to here to hear their full story!

 

For more information on Beyond the Seams, visit their website! They can also be found online on Facebook and Instagram.

December 26, 2018

Small Business Saturday| Omkara Tattoo

During this week’s episode of Small Business Saturday, we sat down with Nha Nguyen. Nha is the owner and creator of Omkara Tattoo, a unique tattoo shop located in South Philly. At Omkara Tattoo, the team of dedicated artists will bring your tattoo dreams to life. Omkara is a word meaning “everything that was, will be and is.” It is a vague meaning that is meant to mean something different to everyone that walks through their doors.

 

Nha founded Omkara and began his tattooing career after a nightmare tattoo experience. The tattoo, which was supposed to be a phoenix, turned out looking like a treasure map. Nha had always had a passion for art and had actually done art in the past. He decided that he could do better. Next time around, when Nha went to get the bad tattoo covered up, he came with his own art ready to go. The tattoo artist at the shop was so impressed that he referred him to the shop owner and got Nha his first tattooing job.

Omakara tattoo logo

 

Omkara was originally located in New Jersey, but decided to relocate to South Philadelphia about four years ago. Omkara has been serving tattoo lovers for over 5 years.

 

At Omkara, you have the freedom to connect with your desired tattoo artist. All of the artists at Omkara have personal instagrams displaying their work. You are encouraged to reach out to the artist with your vision, or a photo of the desired art piece. For larger art projects, the artists prefer you to come down to the shop in person to discuss the piece – they will often take a photo of the space where you want the tattoo so that they can properly prep the artwork.

We had the chance to speak with Omkara artists Dan Mason and Dennis Duran. Dan and Dennis explained the process of becoming a tattoo artists through apprenticeships and years of practice. As for the most painful tattoo location, the ribs or chest definitely take the cake. Dan and Dennis have their own social media accounts where you can view their past tattoo artwork. You can find Dan and Dennis on Instagram!

Omkara Tattoo parlor

 

At Omkara, they are open to every kind of tattoo style and have artists on hand to accommodate everyone’s wishes.

You can connect with our friends at Omkara Tattoo on Facebook and Instagram. You can also find more information about them online on their website. Be sure to watch the full SBS interview with Omkara on our YouTube channel!

December 25, 2018

6 Digital Marketing Strategies for 2019

6 Digital Marketing Strategies for 2019

Read below if you REALLY want to learn some strategic marketing hacks for you and your business in the New Year as I go into detail with 6 digital marketing strategies for 2019.

‘Content, content, content. Focus on content for your marketing in 2019’.
– Every basic marketer out there

Thanks genius.

 

dumb marketing writers

Are you a digital marketer, business owner, or entrepreneur? Well, if you’re like me, maybe you’re sick and tired of consuming all this content, with no context. Hundreds of digital content creators preach their marketing ideas without giving in-depth examples. I can’t help but think of the infamous ‘Where’s the Beef’ Wendy’s commercial from the 80’s. Context is the juicy MEAT of content. It’s what we can grasp and hold onto.

Even Neil Patel in his 2019 marketing strategies video only covers a few broad topics like audio, podcasting, and video content —- without going into much detail or strategy. Thanks Neil. I’m only joking, I love Neil, but these are popularized marketing topics (that in my opinion are old news and getting played out). It would be more beneficial to talk about why they are popular in context of how they can be implemented for marketing. Broad strokes leave a messy canvas.


With the influx of content creators and digital marketers entering the space, it’s important to weed out the fluff to find the valuable information. So, read below as we cover the trends, suggestions, AND examples … with 6 digital marketing strategies for 2019.

 

6 Digital Marketing Strategies for 2019

Here is an overview of the 6 topics — For more context scroll further down.

 

  • Digital Strategy
      1. Reverse Engineer the customers attention using digital ad platforms, content, and targeting — all with the AIDA marketing model — to drive consumer purchase behavior.
  • Integrated Marketing
      1. Include all your marketing into one suite where you can read, analyze, and understand the performance. You can use Google Marketing Platform (formerly Doubleclick), Adobe, or even simpler marketing suites like Hubspot.
  • Content Marketing (like .. really good creative content)
      1. Stop just posting to post. Stop going through the motions. Don’t worry, we’re all to blame (including our team). Only make content if it’s valuable, planned, and has a goal or strategy in mind. Otherwise, you’re doing nobody any favors and simply cluttering the already busy internet. You can always document over create.
  • SEO — Featured Snippets
      1. Think of the main questions people have around your product or service, and then answer it concisely. Add in contextual information below with more detail and value, but be succinct at the top — like with a list or recipe. Do this right, with the proper technical backend too, and you can rank at the top of Google.
  • Google Ads (formerly known as Adwords)
      1. This can be expensive and competitive, but it can also be lucrative. Make sure to fully understand the new interface and targeting options. Google has added robust features with not only search, but display and video ad options and targeting too. Definitely make sure your account is properly structured with analytics and conversion tracking.
  • Facebook Ads
    1. Okay, so everybody is advertising on Facebook, and the CPM is skyrocketing. However, Facebook loves to prioritize those trying its new ad campaign options especially if they can figure out the targeting and creative. So, try to better understand your audience first, and then focus some advertising efforts on newer ad campaign types such as augmented reality, instagram video swipe up, and more.


Learn more about these 6 marketing hacks in detail below!


1. Digital Strategy

“Failing to plan is planning to fail.”

  • Alan Lakein

We’ve all heard that old adage, but are you actually planning out your marketing for 2019? Doubtful right, especially as a small business owner. We don’t have the time, budget, or resources. However, we believe that if you actually understand your customer base (which even most small business owners do), then you can reverse engineer their consumption of your product or service. It all starts with getting their attention though. Honestly, that’s usually the hardest part.

 

Eric Bernskiold with Bernskiold Media (along with countless other marketers) have been writing about the rising costs of digital advertising…. and guess what? They’re right. Even my man Gary Vee (aka Gary Vaynerchuk — the one and only digital guru) talks about the rising cost of consumer attention because of all the constant distractions of consumer options. Yet he still believes that Facebook (and now more often, Instagram) can be our best platform for success. So what do we do about it as marketers? Facebook

 

and these other attention disrupting ad platforms are only as good as the marketer who uses them. It’s all about getting the right message, to the right user, at the right time. Easier said than done, I know. Even Google talks about this core principles in a recent article mentioning how user consumption of cross platform devices has increased 500% in the past 3 years! Yes! 5x higher than 3 years ago. Maybe not so much for me, as I’m constantly using technology, but think about the last time you went an entire day without using a device.

cross device usageOkay, so what’s the point? Well, as a business owner or marketer, you should probably know and understand who the buyer is. What is this person’s age, gender, demographic, industry, location, and more? What do they like to do in their free time, how do they spend their money? Answering these questions will allow you to put together a buyer persona. Our partners at Hubspot explain a buyer persona as a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. So if you’re able to fully understand who this person is then you should be able to understand what type of words and image can get their attention. Once you have their attention, then focus on getting their interest. Take them to a clever landing page or video that keeps their attention for more than a few seconds. Make sure you use Google Analytics and other marketing analytics platforms to understand these users and their attention span and use of your website. From their you need to collect their information with an easy and unobtrusive form or data collection point which will showcase their desire in your product.  Getting a customer to immediately purchase your product or service can be difficult. David Skok and other digital entrepreneurs have been explaining how it takes at least 7 touches to get a customer to purchase. So, make sure you’re putting together really good drip and content campaigns to nurture this user the whole way through the funnel to the purchase stage. The end outcome is considered the desired ACTION. Get people to buy, then convince people to stay or refer. This is known as the AIDA marketing funnel. Make sure to ask those happy customers for referrals for 5 Star Reviews too!

 

aida funnel

Example:

Business= Local Furniture Company

Campaign = Email + Direct Mail + Facebook

Details = Let’s say you’re a local furniture store and you want to target new home buyers. Well, you could scrape a database of new home buyers to collect their information and then send them a direct mail or email campaign offering them discounted home furniture. Give them a deal and create a relationship by offering long term customer value. You could even upload this list to a Facebook custom audience and run targeted campaigns with images of discounted home furniture to these new home buyers — probably targeting women over men.


2. Integrated Marketing


What’s the last campaign you ran? What platform? Where do you review the data? Maybe it’s Google Ads, Facebook Ads, or even an email campaign. Was it successful?

 

These are pretty standard questions. If you were a digital marketer you might have used Hubspot or Google Analytics to review the data — or even pulled the data into a templated report using something like SuperMetrics, Raven Tools or Report Garden.

 

report garden data
Example of a Report Garden report.


Hundreds of amazing reporting tools exist. To be honest, I don’t really care which one you use, granted, I’ve mentioned a few. What does matter is that you use something (anything), to review and analyze the data. This goes for most agencies and marketers too.

 

Integrated marketing in this article refers to using various digital marketing and advertising platforms and and approaches while focusing on a unified campaign or strategy. What’s essential is understanding those platforms, how the messaging caters to the users on those platforms, and how each campaign can drive a unified goal or action.

 

If you’re running a holiday or New Year promotion, you want to make sure you’re offering the same product/services, discount, campaign branding, and story line. The messaging, creative assets, and placement can all be different (although they should be similar). Although, you can test the messaging and creative out per platform as these do make a difference to find out what really drives user attention and behavior. Social platforms like Hootsuite have written articles about why you should change your messaging across platforms, and they make some valid points about how people use those platforms.

 

integrated marketing

All things considered… here are some common terms to understand.

 

      1. Placements = Where your campaign or ads will be shown
      2. Automation = How to use scripts, algorithms, apps, or other optimization tools to automate your optimizations.
      3. Analytics = Making sure you understand the analytics from the campaign to find what medium or placement is performing the best
      4. Big Data = Collect big lists of data sets and reports to compute
        1. This uses data to collect user contact information and personas
      5. CRO & Heat Mapping
        1. Using a data aggregator and analyzer to understand users, traffic and conversions for ROI


Example
:

Business= Watch Brand (Jewelry / E-Commerce)

Campaign = Integrated Marketing Campaign for Holiday Sales

Platforms = Organic Social & Paid Social, Email Marketing, Paid Search, Shopping Ads, Display Ads, and Influencer Marketing.

Details = A small but emerging e-commerce men’s watch brand looking to grow their online brand (followers) while also trying to increase sales. This means they need to combine social branding with digital advertising to focus on brand recognition with a discounted holiday special. They would target middle age men, who like the outdoors, and are looking for a sporty hiking watch. They could run video ads on social with a brand lift Facebook awareness campaign and email marketing and display ads for top of funnel traffic, while also running a discounted remarketing campaign and engaged email on the backend to see which funnels convert. By setting up the proper analytics and tracking tags they should be able to analyze the conversion funnel on the backend to find out their best CPA (cost per acquisition).

 

wearable mens hiking watches

 

3. Content Marketing


Everybody talks about the importance of content. But is it reallllyyy that important? Well, it depends…. Is it good? Does it solve a problem or answer a question? Does it provide value? Does it instill emotion and invoke a reaction? These are the questions you must ask yourself.

The right content can make all the difference. Remember the Dollar Shave Club viral video?

 


You can create thoughtful and creative content on a shoestring budget. The right content can even go viral if you’re clever enough.

Content also doesn’t have to be video; it could also be in text or audio format. Some people are better at writing or speaking, than they are at being on camera or producing video content. Audio and text are also arguable much cheaper and easier too. Yet, video seems to dominate the emerging content spectrum. According to Wordstream and others, video seems to be the preferred means of content consumption with over 55% of people watching online video daily, and roughly 500 Million hours of daily video content consumed on YouTube.com daily.

According to Merchdope, there are 1.3 Billion users on YouTube and about 300 hours of video content are uploaded every minute. So, it’s probably safe to say that not all this content is good content. Furthermore, it’s probably safe to say that not all content is uploaded from businesses, and the content that is might be lacking clear strategy and emotion.

Our friends at Vidyard explain how creating an emotional response helps drive action using video. If you can make people feel something; maybe happiness, sadness, fear, guilt, despair — or a range of other emotions — then people are incredibly more likely to remember the video, ultimately leading to top of mind brand awareness. According to a study by Nielsen, in this article written by Forbes, In a 2016 study, they found that when individuals have a positive emotional association with a specific brand, they are 8.4 times more likely to trust the company, and 7.1x more likely to purchase from them. That study also lead to a 23% increase in sales from that video campaign.

Watch this video from St. John’s Ambulance — this creates a very strong emotional appeal to both fear, and hope. I showed this to my mom. She really felt an emotional appeal; so much so that she almost really didn’t want to support the brand.

 


Key Points:

  1. Less is more, stop creating so much mediocre content
  2. Focus on bigger creative content campaigns
  3. Document over create (to publish consistent content)
  4. Create an emotional response

Let’s walk through an example ….


Example
:

Business= Business Loan Company (B2B Loans)

Campaign = Client Testimonial Content Campaign

Platforms = Organic Social & Paid Social, Email Marketing, Video Ads & Commercials

Details = A business loan company could put together a heart-felt customer testimonial campaign highlight a story of one business owner’s struggles with growth. They could focus on all the pain points this owner is facing and how by getting a loan and some cash flow they were able to bounce back and save their business. This is turn could lead to them become cash flow positive and debt free, while also getting to spend more time with their family and the things they love.

 

4. SEO – Featured Snippets


Every business owner and marketer wants to rank higher on Google, but they don’t know how. Google is constantly changing and updating its algorithm, and more often placing emphasis on paid ads taking up most of the search results. Well, let me tell you that at the core of Google certain things will never change. This means Google still and will always prioritize giving people immediate response results to the things they are asking or looking for. Google is more of a service, not so much a product. So, by creating content that prioritizes what your customers are asking or looking for, then you’ll drastically increase your chance for ranking higher to capture that relevant search traffic.

 

One way Google is updating its SERP (Search Engine Results Page) is by showcasing more featured snippets. A featured snippet is a type of rich snippet that is featured as a query result at the top of Google, and most of the time is answering a specific question.

This article by Moz covers the core details about Featured Snippets: what they are, where they are shown, and types of snippets included. Most snippets are formed as paragraph snippets that are held on an article page that succinctly answers a question from Google in paragraph text form. These make up 82% of the total snippet results.

 

featured snippets


The key point being made here is very simple ….. Quickly and accurately answer common questions about your businesses’ products or services. A lot of time even Google answers the questions asked because they themselves have the answer because it relates to their products or services. See the example below as I asked Google about featured snippets.

 

what are featured snippets
Make sure to give this content a page for itself on your website. Also make sure to setup the proper technical SEO aspects surrounding that content and your website, to make sure its optimized by Google’s standards. This long form article on Search Engine Journal discusses how to research then create content for Featured Snippets. I’d suggest taking some time to read and review it.

Key Points:

  • Answer people’s question around your product or service concisely
  • Create the content and web page for this query
  • Implement technical SEO elements to the content
  • Get links to and from this page from relevant sources


Example
:

Business = Fitness Company (National not local)

Campaign = How to Get 6-Pack Abs

Platforms = Website Content (also can be used via social media, video, and email campaign)

Details = Create written and video content around a program our routine that’s likely to deliver the audience a good chance at developing a 6-pack of abs. You might want to mention a disclaimer, and that results may vary, but this content is judged by Google, not so much the users. The more accurate and appreciated the content is (website bounce rate, time spent on site, other session metrics) the more likely Google will use those metrics to rank your content higher. For content like this, I’d suggest making it into a list or bullet-pointed steps.

5. Google Ads – Updates & Targeting

 

This past year Google Adwords had a major overhaul as they even changed their name to Google Ads. They wanted to simply the ad interface and make a unified brand push, as many of their other brands changed names and features as well (Doubleclick and Analytics suite). This is a big year for Google and rebranding — I think overall this was a very strong strategic move as Google (Alphabet) seeks to become better at their own marketing.

Having previously worked for Google, this seemed like a major facelift. This took a lot of thought, planning, testing and implementation. If you’re accustomed to the previous interface, then you’re in for a big surprise. We’re not in Kansas anymore. Nonetheless, I think this was a very strategic and important change from Google.

Along with the interface changes, Google also added some powerful advertising functions and targeting methods. My friends over at AdEspresso put together a list of the best continuous updates on Google Adwords — and I’d have to agree with many of them below!


Here is my recap of the most notable on the list of updates:

  • 4 new search ad position metrics
    1. The top 4 positions of Google search are now taken up by Google Search text ads — with the top add being recognized as absolute top.
  • Google Sheets integration updates
    1. This conversion tracking feature allows advertisers to import conversions by syncing with the Google Sheets for correct attribution and tracking.
  • New goal-based campaign workflow
    1. Google Ads now allows you to pick an objective per campaign (similar to Facebook ads) in which you have a focus goal in mind, for Google to then recommend certain campaign types.
  • TrueView beta closes, open to all advertisers
    1. TrueView now opens up ad targeting options with TrueView in-stream for all YouTube advertisers on Google Ads.
  • Video ad sequencing
    1. This sequences out videos ads to certain targets which is perfect for courses or services that need to focus on building a funnel of viewers leading to a conversion or certain action.
  • Call and Message Reporting Updates
    1. Google Ads integration with call and message tracking has gone next level with in-depth reporting of text and call functionality.


new google search ads


Example
:

Business = Fitness Company (National not local)

Campaign = How to Get 6-Pack Abs (Video Marketing)

Platforms = Search to YouTube Remarketing (Ad Sequencing)

Details = Creating and running a paid media strategy using Google Ads search, and then video remarketing. The first touch point would be running a low CPC campaign to target those looking for “how to get 6-pack abs”. Once clicked, if they didn’t convert, we would then create a Google Analytics remarketing audience to upload to Google Ads then run a YouTube video remarketing campaign sequence. This sequence would take that list of users through a series of videos aimed at converting the viewers to subscribe or purchase. For instance, the first video would showcase the program and how the viewers can get 6-pack abs. You can create a strategy where if they watch a certain % of the video but don’t convert on the landing page, they will then see the next video in the sequence — which could be the first type of workout in the routine. The purpose of this is to pair videos with remarketing content to convince users, as you would with drip email campaigns. The only difference here is that they would have to watch the pre-roll video that can’t be skipped or opted out of — unlike email.


6. Facebook Ads

 

If you never ran a Facebook or Instagram campaign, then maybe skip this part, and find a new job while you’re at it. No, but seriously, the days of $1 CPM and $0.01 CPC FB ads are long gone — that is unless you completely crush the targeting and creative portion of the ads. Regardless, Facebook, and more specifically, Instagram, still have great potential in your marketing mix. The engagement rate is almost 10x higher on Instagram right now, but the targeting and ad options in Facebook probably levels out that opportunity.

The type of ad and campaign you choose to run is completely dependent upon the audience, goals, and offer. What works for a local repair company won’t work for a national e-commerce brand. You need to really strategize a perfected campaign for your market and demographic. Are you an e-commerce bikini company? Then I’d probably run a new shopping video swipe up product page conversion campaign on Instagram. If you’re a local b2b service company, then I’d probably run a static image lead ad page on Facebook.

It’s pure economics with Facebook. The amount of people advertising is increasing at a higher rate than people are using and engaging with Facebook. People are also becoming more numb to ads — meaning we’re clicking them less and less — UNLESS the creative or targeting is too good to ignore. If you find something that works, then understand why it works and double down on it. For example, I’ve had a video remarketing ad I’ve been using for my Phone Repair company for the past year that get’s me a $0.02 CPE. Of course I’m going to keep using it, but I’ve also learned why it works. Ask me why!

That being said, the increasing cost of advertising on Facebook and Instagram will separate the men from the boys. Algorithms don’t lie. The cream always rises. If your ad sucks, you’ll know.

 

So, in order to not suck, think about a few things before advertising on Facebook and Google, and make sure to learn more about the new advertising features below. Our friends at Social Media Today agree with testing a lot of these new Facebook ad features…

  1. Shopping in Instagram Stories
    1. Swipe up on instagram video ads to be directed to the exact product page being mentioned or advertised.
  2. Augmented Reality Ads
    1. Try on new products and different colors or variations with the new Facebook Augmented Visual Reality Ads for products.
  3. Facebook Stories Ads
    1. Not only can you advertise in messenger and post stories to Facebook, you can actually run ads in each.

Now that you’ve learned about new ad types, let’s take a look at that example in detail.


Example:

Business = Sunglasses Company (National not local)

Campaign = New Year, New You — Try a New Look (Video Marketing)

Platforms = Facebook and Instagram

Details = Running an augmented reality ad to test out a new product line of women’s sunglasses. Allow a younger generation of girls to find a new pair of sunglasses as they start thinking about Spring Break and traveling. Also run Instagram shopping ads for a swipe up story ad driving girls to a product page for one of the sunglass styles they liked and tried on from the Augmented reality ad campaign on Facebook. This combines both strategies while focusing on an ultimate conversion.

happy new year from momentum

That’s it. There you have it. ALL 6 Digital Marketing Strategies for 2019.

I know this was a lot of content, but I created it with purpose and value in mind.

What are the chances you read all of this? Not good, I know. However, if you did, I want to give you the chance to chat with me for 15 minutes at no cost. Tell me about your business, what you offer, and what questions you have for me!

Just to recap — Here are the 6 Strategies for Digital Marketing Hacks of 2019.

  • Digital Strategy
  • Integrated Marketing
  • Content Marketing (like .. really good creative content)
  • SEO — Featured Snippets
  • Google Ads (formerly known as Adwords)
  • Facebook Ads

Thanks for reading, to those who did.

My name is Mac Frederick, Founder and CEO of Momentum Digital, and previous Google Employee. Follow me on Linkedin or Instagram for more information or to live vicariously through me 😉

Leave any comments and questions below for more details!

December 17, 2018

How To: Add A Custom Mobile Call Button to your WordPress Site

Do you have a WordPress website, that uses Visual Composer, for your business or service and would like more calls to your business? A great way to solve this problem is by adding a sticky click to call button to the bottom of your page that stands out to your users. Luckily with a few lines of HTML and CSS, you can quickly create a simple call button that scrolls along with the user as they view your page. We will go through a few easy steps to creating and adding the button to a specific page.

This will be the end result.

The user will be able to scroll through the page
while always having the ability to call you.

Here are a few necessities to follow this guide.

  • WordPress
  • Visual Composer or any visual builder
  • A Call button icon, example: 

Setting the page:

The first thing you want to do is create a test page on your WordPress website and add in some dummy text from Lipsum to allow for page height. Add an element to the page and insert a full row. Within the row, add a simple Text Block and paste in your demo text.

Once you have your page created, make sure to save it as a draft so that you can hit the preview button and check your progress. Now we have a page to work within and test our first call mobile call button.

With your test page created you can now upload your icon image to the server. The image should be no larger than 80px as it will take up too much view space and will prevent users from reading the content underneath.

Make sure to copy the image code and save it in a text file for our next steps.

Setting the code:

With our new test page created and our icon uploaded we can now start working with HTML and CSS to add in our button. In order for the code to work, you must create a section within your page to add in Raw HTML code.

Once you have this section added, copy and paste in the code below. Within the code are a few sections that must be edited to ensure that you have the correct phone number and image link source for it to work.

<!—Start Here —>
<div class=”cbtn_wrapper”>
<div class=”my_call_button”>
<a href=”tel:YourNumberWithNoSpaces”><img src=”Call Button Image Source.png” width=”80″ height=”80″/></a>
</div>
</div>
<style>
.cbtn_wrapper {
width: 90%;
height: 100px;
background-color: transparent;
padding: 0;
position: fixed;
bottom: 0;
z-index: 1000;
margin: 0px auto;
display:none;
}
.my_call_button a {
float: right;
cursor:pointer;
}
@media only screen and (max-width: 720px){
.cbtn_wrapper {
display:block;
}
}
</style>
<!–End Here —>

Copy and paste the code into the Raw HTML block as seen below:

That’s It! Once you paste in that code and hit Publish, your new call button should be seen within the mobile view of your page.

Now that you have a flashy new call button for users to take action on, just sit back and wait for calls. With adding this feature to your page, users will not hesitate to contact your business. With great user experience, your page will have a much better chance of converting as it requires fewer clicks to reach you.

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