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LinkedIn is fast becoming the darling of social media advertisers, with 42% of media buyers planning to increase their ad spending on the platform in 2019 – and to move budgets away from platforms like Facebook and Twitter. While the latter are great for campaigns to drive reach and awareness, the potential for driving qualified leads via LinkedIn ads is huge. Here’s a step-by-step guide to setting up your campaign

What really sets LinkedIn apart from other social media advertising platforms is its optimised targeting options, driven by the quality and detail of the personal and professional data members share in their profiles.

Want to focus on professionals in the education sector who are interested in technology and based in Scotland? Reach CEOs of businesses with more than 1,000 employees? Target management trainees who studied business at Durham University? As a marketer, you can really hone in and connect with specific professionals.

Ads are created on a self-service basis via the professional network’s Campaign Manager, which allows you to set up and monitor everything in one dashboard.

Accessing Campaign Manager

Select, Work>Advertising. Existing advertisers will be directed to the account overview page in Campaign Manager. New advertisers will be directed to a welcome screen prompting you to create a new ad account.

If prompted, use the same email address and password you use to access your personal LinkedIn account.

Campaign Manager is structured by Account, then by Campaign Group, by Campaign, then Ad:

You can create multiple accounts for LinkedIn Ads campaigns, which is useful if you advertise on behalf of several companies.

Setting up a Campaign

Choose your campaign objective: awareness, consideration or conversions:

You’ll then be taken to a screen like this:

Name your campaign in the top left hand corner. These are only visible internally, so the more informative the name, the better.

You’ll then be asked to select an Audience by selecting locations that you want to target (and/or exclude) and language. This is where it starts to get really interesting as you can get incredibly granular with your targeting.

Begin searching for audience attributes using targeting criteria like job title, industry, experience and skills.

Top tips for LinkedIn ad campaigns
  • Make sure your buyer personas are well-defined before you start. This will help you deliver the right messaging to a specific subset of LinkedIn members.
  • Combine the Job Function option with the Seniority option to reach decision makers with a specific expertise. For example, if you’re looking to reach decision-makers in the IT function, try targeting the Information Technology, Engineering, and Operations functions and pairing that with a seniority targeting of Senior, Manager, Director, VP, CXO, and Owner.
  • Avoid limiting your reach by targeting only a few titles. When you begin entering a title in the tool, Campaign Manager will auto-suggest other relevant job titles that you may want to add. You can also broaden the scale of your campaign by targeting both current and past holders of a given Job Title. These members may have changed roles but still have a relevant skillset and be of interest to your business.
  • Company Size is one of the options where excluding options works well if your business caters to businesses in a specific stage of growth.
  • Before selecting Industry targeting, look at LinkedIn Pages from a few companies that fit your options to see which industry they fall under. Consider including all relevant industries in your targeting.
  • Before selecting the Groups option, to some research on LinkedIn homepage to find relevant groups. The larger and more active groups will typically appear at the top of the list.
  • Don’t over-target as it could limit the scale of your campaigns and reduce performance.

You can also select from LinkedIn’s audience templates, which are templates pre-populated with various targeting options to help you reach desired audiences more easily and efficiently.

Once you’ve filled all of this in, you can choose to save it as a template for future campaigns.

Set up a Campaign Group

Campaign Groups allow you to organise related campaigns, eg, those sharing target audiences, or marketing objectives, and to share common budgets, run dates, status and reporting for those multiple campaigns. You can create up to 200 Campaigns per Campaign Group

  1. Click Create campaign group located under the Accounts tab.
  2. Complete the fields for Campaign group name, Total budget, Start date, End date, and Status.
  • The total budget, start date, end date, and status act as limits across all the campaigns within that group.
  • Start date and status are required fields to create a Campaign Group. Total budget and end date are optional, but if you do set a total budget, the end date is required.
Matched audiences

This option allows you to use LinkedIn to retarget your website visitors, market to your known contacts from your databases and marketing automation platforms, and reach decision makers at target companies for your account-based marketing programs.

  • Website Retargeting: Target your website visitors with LinkedIn ad campaigns by adding the LinkedIn insight tag to your web pages, such as your homepage or contact us page.
  • Contact Targeting: Build a customised audience by connecting your contact management platform or securely uploading a list of email addresses.
  • Account Targeting: Run account-based marketing (ABM) campaigns by matching your target companies against the 8+ million LinkedIn Pages.
Setting a budget and schedule

When you create a campaign in the Campaign Manager tool, you can set your bid, budget, and schedule.

Set a budget

For every campaign you have the option to set a daily and total budget. When only inputting a daily budget, you’re telling LinkedIn how much on average you would like to spend on a daily basis. If you have a flexible budget, use the daily budget only option.

If you have a fixed cap on your budget, use the daily and total budget option. When using the daily and total budget option, you’re indicating that you would like to spend a certain amount on a daily basis, but for us to never exceed your total budget throughout the lifetime of your campaign.

Across both options, daily spend can be up to 20% more than your daily budget. If you notice that daily spend is more than your daily budget, it means your campaign is spending more on days with more opportunities to hit your objective and bid goals. Factors such as seasonality, traffic, ad inventory and bid type can impact your daily spend. The flexibility allows your campaigns to drive the best results on busy days. If you add a total budget in addition to daily budget, we will not exceed your total budget amount.

Set a schedule

This helps to determine the lifetime of your campaign. You can choose to run campaigns continuously from a start date or set a start and end date. As with any other social advertising network, make sure to factor in the time it takes for the ads and linked websites within the ads to be reviewed.

Set a bid

For every campaign, you may choose Automated or Maximum cost bid type. Automated bidding uses machine learning to help you spend all of your budget as effectively as possible by getting you the lowest costs per optimisation event (The number of times your ads achieve the outcome for which it’s optimised ) for your entire budget. This bid type aims to spend your entire budget as efficiently as possible. This is the best option if you want to optimise for performance at the lowest cost.

However, automated bidding is not available for campaigns that utilise the Job Ad or Sponsored InMail ad types.

Maximum cost bidding is best for staying at a specific cost per optimisation event. If you have strict rules about your bids, this option ensures better cost control.

The platform has stepped up its advertising game over the last year, adding new capabilities such as ‘lookalike audiences’ (targeted because they’re similar to your existing customers – a feature pioneered by Facebook), and ‘interest targeting’. So now’s a better time than ever to start experimenting.

Want to learn more about how to get the best out of paid social on LinkedIn? Download this free eBook and learn how.

The post Setting up an ad campaign on LinkedIn appeared first on Click Consult.

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Your weekly news round-up from the world of organic and paid search (SEO and PPC), social media and content marketing…

Friday Google launches new search menu with icons

After a few months of testing it now appears Google has started rolling out the new search bar with icons. Instead of just using text to show the various search categories or verticals for news, video, images, maps, shopping and so on – Google is showing icons that represent those categories as well.

Google has confirmed with Search Engine Land that this is now rolling out to searchers today. Throughout the day we have seen numerous reports from readers that they are seeing the new Google search bar. Now we are able to see this consistently on all browsers we are testing it on.

Wednesday Marketers spending 43% of budgets on Google, Facebook, Amazon, want ‘alternatives’

As part of a report on the use of location data by brands and agencies, Lawless Research and Factual investigated marketers’ attitudes toward “The advertising oligopoly of Google, Facebook and Amazon.” The survey found that these respondents (700) were spending on average 43% of their ad budgets on the three platforms; 65% of them say they want “alternatives.”

Amazon is now the third largest digital ad platform in the U.S. and many agencies plan to increase their Amazon spending. Despite this growth, most of their ad budgets are still going to Google and Facebook.

It turns out, the larger the ad budget the larger the chunk being spent on the major platforms. For companies with an annual budget of $50 million or more, 46% are spending at least 60% of their budgets with “The Oligopoly.”

The survey then asked, “Is your ROI on Facebook, Amazon and Google, lower, about the same, or higher than on other platforms?” Just under half (49%) said higher, 44% said about the same and 7% said lower. It’s not clear how reliable these estimates are, however.

In a piece on Search Engine Land it was reported – Roughly 65% of respondents said they were seeking advertising alternatives to Google, Facebook and Amazon. Presumably they are aware of programmatic or direct alternatives, though they reportedly said, YouTube (Google), Instagram (Facebook), and Twitch (Amazon), when asked to identify the alternatives they were considering.

The report goes on to state that “nearly two-thirds (66%) of brand marketers and agencies are extremely, very or moderately concerned about the oligopoly limiting their advertising options.” For those in the more-concerned category, there’s greater emphasis on alternatives, which makes sense. Among the 34% either “very or extremely concerned,” 78% are seeking alternatives.

Bing now supports batch mode for submitting URLs

Bing announced it has added support to submit URLs to the search engine in batch mode. That means instead of making an API request for each URL you submit to Bing, you can batch multiple URLs into a single API request. Bing said it supports up to 500 URLs per batch submission.

Bing said, this is “very similar to the individual URL Submission API (Blogpost) and hence integrating the Batch API is very easy and follows the same steps.”

The new batch mode does not increase the number of URLs you can submit per day, but it does let you maintain a lower API request limit. Bing wrote, “Do note that the maximum supported batch size in this API is 500 URLs per request. Total limit on numbers of URLs submitted per day still applies.”

Tuesday Yoast SEO 11.4 adds FAQ structured data, UX improvements

Yoast SEO’s latest update enhances its FAQ blocks by automatically generating structured data to accompany questions and answers. The update also introduces some UX improvements and addresses issues with AMP pages when viewed in Reader mode.

Yoast’s FAQ structured data implementation is only compatible with the WordPress block editor (also known as Gutenberg; available on versions 5.0 and newer). Webmasters can get started by selecting the FAQ block, adding a question, inputting the answer and an image (if applicable) and repeating the process for all frequently asked questions.

Monday Changes to Facebook Graph Search puzzles digital investigators

Since Facebook Graph Search launched six years ago, it has helped users discover content across public posts on the platform. Techcrunch reported that the feature has stayed relatively low-profile for many users, but quickly became a valuable tool for many online investigators who used it to collect evidence of human rights abuses, war crimes and human trafficking. Last week, however, many of them discovered that Graph Search features had suddenly been turned off.

Graph Search let users search in plain language, but more importantly, it also let them filter search results by very specific criteria. For example, users could find who had liked a page or photo, when someone had visited a city or if they had been in the same place at the same time with another person. This was particularly important for investigative journalists but came with data and privacy issues and in truth, Facebook may be trying to take a more cautious stance because it is still dealing with the fall out from several major security lapses, including the Cambridge Analytica data scandal, as well as the revelation earlier this year that it had stored hundreds of millions of passwords in plain text.

Whether or not the function returns remains to be seen but we’ll keep you posted.

Google brings the Assistant to Waze

Part of Google’s Assistant everywhere strategy, Waze users will be able to ‘avoid tolls’ and ‘report police’ without touching the screen.

Voice commands were already available in Waze for navigation. But Google Assistant will now enable users to do a number of other things while driving, such as make calls, play music and initiate Waze commands hands free. ‘Wazers’ as they are known, will also be able to do reporting and requests without touching the screen: report traffic, avoid tolls, report police, access alternative routing and so on.

Google acquired Waze in 2013 and has slowly been integrating Waze and Google Maps, bringing some of Waze’s most popular features into Google Maps. Maps is one of several Google products that claim over a billion users.

Instagram advertisers can now convert organic influencer posts into ads

Instagram is rolling out branded content ads to all advertisers, making it possible for brands to create ads using organic posts from the influencers they have relationships with. The company said the branded content ads will be available to all advertisers over the coming weeks, and branded content ads for Stories will roll out over the coming months.

Before brands can use influencer posts as ads, the content creator must grant their business partners (the brands they have relationships with) access to promote their posts. Once the creator — or influencer — has done this via their Advanced Settings page, brands will see the influencer’s posts in the Ads Manager under “Existing Posts” and can run the content as an ad within the Instagram newsfeed or Stories format.

The company confirmed in March it was testing the new ad format with a select group of brands according to Marketing Land.

Keep up to date with all things digital and search marketing by signing up to our blog, or check out our resources to take your search strategy to the next level with our industry leading insights.

The post This week in search marketing [10/06/19] appeared first on Click Consult.

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Your weekly news round-up from the world of organic and paid search (SEO and PPC), social media and content marketing…

Monday Changes to Facebook Graph Search puzzles digital investigators

Since Facebook Graph Search launched six years ago, it has helped users discover content across public posts on the platform. Techcrunch reported that the feature has stayed relatively low-profile for many users, but quickly became a valuable tool for many online investigators who used it to collect evidence of human rights abuses, war crimes and human trafficking. Last week, however, many of them discovered that Graph Search features had suddenly been turned off.

Graph Search let users search in plain language, but more importantly, it also let them filter search results by very specific criteria. For example, users could find who had liked a page or photo, when someone had visited a city or if they had been in the same place at the same time with another person. This was particularly important for investigative journalists but came with data and privacy issues and in truth, Facebook may be trying to take a more cautious stance because it is still dealing with the fall out from several major security lapses, including the Cambridge Analytica data scandal, as well as the revelation earlier this year that it had stored hundreds of millions of passwords in plain text.

Whether or not the function returns remains to be seen but we’ll keep you posted.

Google brings the Assistant to Waze

Part of Google’s Assistant everywhere strategy, Waze users will be able to ‘avoid tolls’ and ‘report police’ without touching the screen.

Voice commands were already available in Waze for navigation. But Google Assistant will now enable users to do a number of other things while driving, such as make calls, play music and initiate Waze commands hands free. ‘Wazers’ as they are known, will also be able to do reporting and requests without touching the screen: report traffic, avoid tolls, report police, access alternative routing and so on.

Google acquired Waze in 2013 and has slowly been integrating Waze and Google Maps, bringing some of Waze’s most popular features into Google Maps. Maps is one of several Google products that claim over a billion users.

Instagram advertisers can now convert organic influencer posts into ads

Instagram is rolling out branded content ads to all advertisers, making it possible for brands to create ads using organic posts from the influencers they have relationships with. The company said the branded content ads will be available to all advertisers over the coming weeks, and branded content ads for Stories will roll out over the coming months.

Before brands can use influencer posts as ads, the content creator must grant their business partners (the brands they have relationships with) access to promote their posts. Once the creator — or influencer — has done this via their Advanced Settings page, brands will see the influencer’s posts in the Ads Manager under “Existing Posts” and can run the content as an ad within the Instagram newsfeed or Stories format.

The company confirmed in March it was testing the new ad format with a select group of brands according to Marketing Land.

Keep up to date with all things digital and search marketing by signing up to our blog, or check out our resources to take your search strategy to the next level with our industry leading insights.

The post This week in search marketing [10/06/19] appeared first on Click Consult.

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Like many agencies, we’re still shifting the way we report to clients as Data Studio adds further features, we’re able to move more and more of our manual reporting to the platform. Knowing I had a blog due for the site – and also needed to pull together a new way to do the keyword performance reports – I thought I’d combine the two

To begin with, if you’re new to Data Studio, we have a few bits and pieces that might be of assistance to start.

What is a keyword performance report?

This is a visualisation or tabular recording of historical keyword performance – while it can be taken from any number of tools, this blog will deal specifically with data from Google Search Console (meaning position data will be an average over a month rather than a last tracked position) and aims to present the details of keyword positions, clicks and impressions over a set time.

Why you need a keyword performance report

While there are a substantial number of reasons to track keyword performance, the main two are essentially:

  • To monitor the success of your SEO efforts or the impact of Google updates
  • To identify keywords with the potential to improve their performance

In this regard, monitoring your keywords offers some great insight in to historic performance and future potential.

Connecting Google Search Console to Data Studio

The connector for Google Search Console is located in the same place as that of GA, to access it, select ‘Manage added data sources’ from your resource tab (in edit view).

Then scroll to the bottom of your current data sources and select ‘add a data source’.

Then select GSC from the list of sources (one scroll down – for me at least).

You’ll then need to choose the site you want to connect to – for which there’s a search function if you are managing multiple sites.

Then you’ll need to choose between the two options – site impression or URL impression. For this report, we’ll be using site impression as it holds average position data while URL impression doesn’t (though it has landing page data instead), after which you can click the connect button.

You can then add the data source to the report (changing any of the dimensions and metrics to the measurement you prefer).

You can then confirm the process and add it to the source.

Setting up filters for the report

For this report, I wanted to be able to narrow down the raw data by date range, zero in on a specific keyword and ranges of keywords, so I’ve set up a search function, a ‘query’ select and a date range control.

Date range select

While none of these filters are especially difficult to implement, the date range selector is the easiest of them. You simply click on the calendar icon and that will drop a box in to the sheet.

You can then style this box (or not) as you choose. In ‘view’ mode, this box will set the default date for any tables or charts that have their date set to ‘automatic’.

Query select filters

The other two boxes here are selected from the same place, but with slightly different set ups. Both begin by selecting the filter box from the top menu.

This should auto populate a box – similar to the date select, but this time showing the default dimension ‘Google Property’.

In the data management tab of this box, you can define the dimension for the box – in this case ‘query’ (the metric isn’t necessary for this filter).

The default style for this is sufficient for the query drop down, but for the search function you’ll need another couple of adjustments.

Once you’ve created these three filters, the remaining work is fairly simple. To keep it simple, I’ve created a table showing keyword performance in a table, and then broken it down to keyword performance over time in two key metrics – average position and impressions (where people see it and how often they see it).

Performance charts

We covered setting a table in previous Data Studio blogs, but as a quick overview – select table from the ‘add chart’ menu:

Then choose your dimension and metrics:

The main thing to remember here is to ensure you choose ‘Auto’ as the default date range – this will link it to the date range selector in the ‘view’ mode of the report. In addition, I tend to add ‘previous period’ to the comparison range – as this ensures you’re comparing apples with apples when the range changes.

The secondary performance charts are simple smoothed line charts (I find it easier to compare date ranges with smoothed lines, but the choice is yours).

Again, we’ve covered the set up elsewhere, but for a line chart, you’re looking at creating a time dimension with one or more metrics. For average position, I also tend to reverse the direction of the y axis – so that the lower number is at the top of the chart. The same is true of these charts as for the table, in that selecting auto as your date range connects it to your date box and the ‘previous period’ is the easiest way to ensure good comparison.

Using these charts

While these charts look pretty good even without styling (which I’m terrible at), they’re also useful, as mentioned earlier, for researching the performance of your site. Using the query box, you can select important brand (or non-brand but important for conversion) keywords and track them over the course of a particular link building campaign or throughout on-site SEO work, but you can also change the dimension to ‘Average position’ and look for keywords in the 11-20 average positions in order to generate ideas for content for your site – or pages which, with a little work, might be bumped up to page one, thereby improving your visibility.

The charts mentioned here are, of course, just the surface level of what can be achieved with such filters and charts – so don’t hold back, and experiment a little to see what insight you can draw from the enormous amounts of data at your fingertips.

Want more actionable content? Subscribe to our blog, or check out our library of resources. Alternatively, contact us today to find out what we can do for you.

The post How to create a keyword performance Data Studio report with adjustable date range and filter appeared first on Click Consult.

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The beauty of Facebook advertising campaigns is that they can be as simple or sophisticated as you need them to be. However, the range of format choices can be daunting

Social media advertising is effective  – a 2017 Curalate Consumer Survey found that 76% of consumers have purchased a product that they saw in a brand’s social media post, with 11% buying online immediately and 44% buying online at a later time. But your performance and ROI depends on matching the type and format of your ad to your specific objectives. So here’s our guide to the different types of Facebook ads, and when you should consider using them.

Types of Facebook ads Dynamic ads

Very similar to Google Shopping ads, Facebook’s dynamic product ad offering is fantastic for eCommerce, allowing brands to upload a feed to Facebook to show their product ads with Photo, Carousel or Collection formats. They automatically promote the most relevant items from your product catalogue based on the person’s interests, and retarget people who have shown interest on your site or app, making it a powerful tool for recapturing lost conversions.

Best for: Making sales.

Lead Gen ads

These make it easy and intuitive to give their details by mobile and desktop using pre-populated forms, and can take many forms, including quote or demo requests, newsletter subscriptions, and event registrations. These ads are great for any brand that thrives on lead generation by reducing the user journey. It also has great potential as a remarketing tool for previous non-converters.

Best for: Generating new leads.

Instant Experiences (formerly ‘Canvas ads’)

These are specifically targeted to mobile devices, instant experiences let you create a full-screen experience and can be added to most ad formats.

There are five templates for Instant Experiences:

Instant storefront

This allows you to display products in a grid to provide a ‘shop window’ experience; at allows you drive people to your website or app to make a purchase.

Instant Lookbook

Works as a kind of digital ad catalogue and allows you to demonstrate your products in action.

Instant Form

This provides an easy way for people to share their contact information if they are interested in learning more.

Instant customer acquisition

Does what it says on the tin. Useful for driving conversions and encouraging explicit call to action.

Instant storytelling

These provide an engaging way of encouraging people to explore your business, then click through to your website or app.

Best for: Boosting engagement and nurturing interest and intent; driving purchases without the customer having to leave Facebook or Instagram;

Top tip: Ideal for retail and travel: If you’re a retail, eCommerce, flight or hotel advertiser, you can use collection to show an inspirational video or image alongside your brand, product or service.

Photo ads

These allow you to get your message across with engaging, high quality images imagery (photos or illustrations) and copy. You should keep copy to a minimum and let your imagery do the talking; Facebook only allows 20% of your ad to be text in any case.

Best for: Driving unique traffic to your website. According to a Facebook experiment, a series of photo-only ads outperformed other ad formats in driving unique traffic. Raising awareness of  a single, tangible item.

Top tips

  • Show people actually using your product to showcase the benefits. Pictures of actual people always work best on social media because it’s, er, social.
  • Play with different images and formats before you commit to a particular ad, and always preview how your ad will look in the wild before you run it. You can do all of this over at the Creative Hub.
Video ads

More people are now consuming video than ever, with Facebook predicting that 78% of mobile data will be video by 2021.These allow you to tell a story sight, sound and motion, and are available  in a range of lengths and styles – from bite-size to feature length…

‘Snackable’

Use GIFs already posted on your page, or upload directly via Ad Manager.

Vertical 

When watching landscape videos, the viewer is often directed to look left to right. However, in a vertical format, there is no clear horizon as it shifts depending on framing. This creates an opportunity to direct people’s eyes by panning up and down and utilising the height of the vertical space.

In-stream

These ads function like traditional TV commercials and aren’t interactive, so there’s no way to promote a landing page or click-through. However, you can link to landing pages via the Audience Network, so don’t overlook the added reach and potential ROI. You can take advantage of the fact that they’re non-skippable to tackle more complicated topics.

Best for: Capturing attention and making an impression.

Top tip: Don’t be afraid of using humour. According to Facebook, funny videos are 70% more likely to be watched till the end that informational ones.

Carousel ads

Though particularly useful for eCommerce brands – with the option to show up to ten product images or videos, the option to link to anywhere on the web means that the ad type is useful for any brand that wants to make the most of their creative space.

You can choose to let Facebook optimise the order of the carousel images, based on each card’s performance, or arrange them yourself to tell a sequential story, make sure that you opt out of the automatic optimisation feature.  The interactive format encourages people to swipe through for more. Think carefully about your call to action as this should inform what your final card looks like.

Best for: Driving traffic to your brand’s site through product images or storytelling; showing off multiple products; highlighting different features or details of a single product; giving people step-by-step advice on how to use your product or services.

Top tip: Make the most of the interactive element when planning your creatives. Try using interlinking images or visual cues to prompt your audience to keep swiping through the carousel cards to see the rest of your creative (as in the example above).

Collection ads

These help your audience to discover, browse and purchase products and services from their mobile device. Your an-feed ad can feature four products under a hero image or video that opens into a full-screen Instant Experience when someone interacts with your ad.

Instagram ads

Instagram ads are part of your normal Facebook targeting options. The photo and video sharing platform is ideal for brands who want to showcase their creatives, particularly if they fit
within a popular category such as fitness, food, fashion or make-up. With no additional campaign creation required, this is a fantastic cross-platform opportunity for brands, with Instagram targeted as part of Facebook’s ad network.

There are four formats for Instagram ads (which mirror Facebook ads): Image, Video, Carousel, Collection or Stories.

Examples of an Image ad in an Instagram feed (Left) and an Instagram Stories ad (right)

Best for: Brands that already have an Instagram following

Top tip: Many people see Instagram as a platform for inspiration and 60%  say they discover new products on Instagram, so take advantage from immersive formats such Stories ad formats such as Instagram Stories present a big opportunity for advertisers

Story ads

These build on on the hugely popular Facebook’s native Stories feature which allows users to post content that appear at the top of the Facebook app. Brands find them useful for sharing tips and advice or introducing new products.

Best for: Creating customer interest and inspiring action – Facebook claims that 58% of people say they have become more interested in a brand or product after seeing it in Stories.

Top tip: If you already have great content on Instagram Stories, you can easily cross-share it on Facebook.

Slideshow ads

Video-like ads made of motion, sound and text made up from your existing images, Facebook describes them ‘lightweight’, so they can be viewed across devices and different connection speeds.

Best for: Businesses that want to showcase an array of products/services to their target audience without investing in high-quality videos.

Top tip: Plan your ad with a storyboard to decide which images to feature and in what order, to create a narrative for your ad.

Messenger ads/’Sponsored messages

Messenger ads work like ads across other Facebook platforms – they automatically deliver ads to the placement that’s most likely to drive campaign results at the lowest cost. The ads appear in the Chats tab in recipients’ Messenger app. When they tap on an ad, they’ll be sent to a detailed view within Messenger with a call-to-action.

Best for: Starting conversations with individuals.

Top tip: Be ready to respond promptly when a customer replies to your ad.

Playables

This format is aimed at mobile app advertisers to drive higher quality and higher-intent users to install their apps. They allow you to show a call-to-action throughout your demo so that people have the option to download your app at any time during the ad.

Best for: Giving potential customers an interactive try-before-you-buy preview of your app.

Top tips

  • Test different copy to see what encourages more people to play.
  • Make sure you ad accurately represents your app.

Looking for a social media advertising agency with years of experience and a track record of success? Start off with a free PPC audit from our experts – we’ll carry out performance analysis, identify growth opportunities and more, then provide you with bespoke strategy recommendations for your online success. 

The post How to grow your business with Facebook ads appeared first on Click Consult.

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Chloie on what she enjoys about agency life, being the office oldie and falling through windows

Describe your role as a Senior Marketing & Content Executive

My role is a bit different to most of the rest of our agency as I’m part of the in-house marketing team, promoting Click Consult rather than clients. It’s a busy and varied job that I really enjoy.

What does a typical day at Click Consult involve?

We’ve got a tight content schedule to work to, so I’ll usually begin by checking our content calendar and what content needs to go live that day or that week, whether that’s blog content, social media posts, eBooks or any other assets.

This involves a lot of research into the subjects we’re covering as well as for keywords to target. I also collaborate regularly with our delivery teams and consult with them on how best to approach our content – their input is vital as they’re the ones who work directly with the clients and actually provide the services we offer. On top of that, obviously we need to monitor how our content is performing – whether it’s driving engagement and conversions – so we can tweak and optimise our approach.

I also check and update Click’s social profiles throughout the day, as well as keeping an eye on what our competitors are up to!

Our team works really closely with our Design department – we provide the copy and they make it look pretty and professional.

Chloie is the linchpin of Click’s Marketing team

What’s the most challenging part of the role?

Search marketing is a fast-moving industry, which means staying on top of new industry developments, trends and news is vital not only to optimise our performance as an agency, but also to make sure all our marketing collateral – from eBooks, to web copy and marketing literature is up to date and reflects our offering and industry knowledge. However, this also makes the role really exciting as you have to stay on the ball and keep learning new things!

I should also mention that I’m the oldest person in my office, so it’s challenging for me when I want to talk about an 80s celebrity , or what life was like before mobiles, and everybody just looks at me blankly.

What’s the single most important piece of advice you’d give to someone who’s thinking of using an agency for SEO or PPC?

Set achievable goals from the outset. Wanting to appear on page 1 for all your key terms in a month, for example, isn’t very realistic. Think short term and long term. Also consider how you’re going to communicate performance with your internal stakeholders: set their expectations from the start in terms of progress, identify the KPIs that are most important to your business and present the data in a meaningful format.

What’s the most embarrassing thing that’s ever happened to you?

I don’t tend to get embarrassed very easily these days – I reached saturation point in my 20s. Although I recently managed to fall through my own bedroom window recently and did myself a mischief. I live in a ground floor flat and tried to climb in through an open bedroom window when I locked myself out. However, I slipped and hurt various body parts, so I suppose it was quite awkward explaining my injuries to people afterwards.

How would describe working at Click to a friend?

A cliché, but it’s ‘work hard, play hard’.  There are high expectations in terms of deadlines and targets, but there’s also plenty of banter and fun.

What do you enjoy most about working at Click?

That my job means I get to work with every team, so I know everyone in the business and consider many of them friends as well as colleagues. This helps professionally, as I’m aware of the challenges each team faces, as well as new developments and opportunities that may arise that we can leverage to help market the business. On a personal level, it means I’ve also had the pleasure of having a drink or two with the majority of my colleagues.

Want to find out how our services can help to improve your search ranking and convert more customers? Read about the success we’ve achieved, or contact us today!

The post A day in the life of Chloie Brandrick, Senior Marketing & Content Executive appeared first on Click Consult.

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Your weekly news round-up from the world of organic and paid search (SEO and PPC), social media and content marketing…

Monday Google announces algorithm update

Yesterday, Google announced that there would be a broad core algorithm update released today.Google emphasised that there was nothing in particular to “fix,” and that it didn’t “want content owners to mistakenly try to change things that aren’t issues….”

Tomorrow, we are releasing a broad core algorithm update, as we do several times per year. It is called the June 2019 Core Update. Our guidance about such updates remains as we’ve covered before. Please see this tweet for more about that:https://t.co/tmfQkhdjPL

— Google SearchLiaison (@searchliaison) June 2, 2019

Outage outrage

Google, Gmail, Youtube, Snapchat and Uber were down for up to four hours yesterday, citing  “high levels of network congestion in the eastern USA”. The problems were linked to an outage of Google Cloud, which is critical for many websites and apps. Google said “We apologise for the inconvenience and thank you for your patience and continued support. Please rest assured that system reliability is a top priority at Google, and we are making continuous improvements to make our systems better.”

Keep up to date with all things digital and search marketing by signing up to our blog, or check out our resources to take your search strategy to the next level with our industry leading insights.

The post This week in search marketing [03/06/19] appeared first on Click Consult.

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There seems to be a real focus on social media updates for advertisers throughout May, with both Facebook and LinkedIn making major updates on transparency. In terms of creativity within the social media industry, Instagram is once again leading the way with the introduction of landscape mode for IGTV, and song lyrics stickers for Stories. Take a look at the big headlines throughout the month of May here…

Twitter takes retweeting to a whole new level

Every time we write these monthly blog post round-ups, Twitter is more often than not the social channel with the least amount of updates, and why would they? They have a formula that seems to be working and bringing more people to be creative on the app. A recent update to Twitter though, is something you might have seen on your own timelines when it comes to retweeting.

The last time they updated the retweeting function allowing users to quote tweets, it gained positive feedback and allowed businesses and influencers to be more creative than ever (think Burger King’s Kanye West retweet). Now, there is the option to add GIFs, photos and videos to the retweet itself, which is available already on iOS, Android, and the web platform. Have you seen any businesses using this new feature in an exciting way?

“Groups” are taking over on Facebook

If you’ve logged into Facebook recently, you may have seen at the top of your timeline an announcement prompting users to explore the ‘new’ groups feature. Mark Zuckerberg announced that he wants the platform to become a place to connect with neighbours, colleagues and those with a common interest, giving businesses an opportunity to create groups as part of their social media strategy.

The redesigned Groups tab makes it easier for you to explore groups you are enrolled in, alongside exploring similar groups based on your interests and what your friends are already connected to and engaging with, therefore it is a good time for brands to create groups based on their industry and products. Keep an eye out for Facebook’s ‘More Together’ campaign which is currently being launched to promote this focus.

Find out how to use Facebook Groups to step up your social media marketing strategy with our free eBook.

New Facebook tool could affect ad targeting

Facebook Pixel is set to become less effective for marketers due to a new tool being announced last year, which is starting to be rolled out in the coming months. Although, the name of the tool is yet to be announced we do know it will allow users to manage how their off-Facebook activity is used by advertisers, meaning if it is disconnected, targeting options like the Facebook Pixel cannot be used to reach the person with tailored advertisements.

Facebook has spoken with businesses and agencies to get an idea of what advertisers need to know, and based on the feedback they have gathered four important things. Transparency can be good for businesses as it allows people to feel better about the ads they are seeing. The tool is also designed to educate users about how information is used, along with keeping the off-site activity in mind when planning campaigns, and analytics will not be affected. Keep an eye out during the second half of the year on this one.

LinkedIn now shows all your ads from the last six months

Another big news story coming out of May from an advertisers point of view, LinkedIn is following Facebook’s lead with a new Ads tab on LinkedIn pages, but what does this include? Well, for one, it displays all Sponsored content that advertisers have ran from the last six months in a bid to keep it’s platform “a safe, trusted, and professional environment” in their words.

The new tab also includes ad settings that members can access from within their own LinkedIn account, and is set to be the start of a wider range of updates coming in the near future to bring useful information about ads people can see on the social channel. This is being rolled out to all across the next few weeks in June.

Facebook’s new game ads

Facebook is bringing more monetisation options to publishers and game developers, meaning people playing games on Facebook can expect to see a lot more in-game ads.

The social network is going to begin rolling out access to rewarded video for all developers and publishers that don’t already have the option in their monetisation manager dashboard within the Audience Network.

On top of that, Facebook is extending playable ads – which it debuted on the news feed in August 2018 – to the Audience Network in both rewarded video and interstitial formats.

Check out how our social media marketing team can enhance your online visibility, and keep abreast of the latest social media, SEO, PPC and content marketing stories by signing up to our newsletter at the top left hand side of this page.

The post This month in social media (May 2019) appeared first on Click Consult.

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In 2019, we no longer need to preach the virtue of adopting a paid social strategy. Social Media, Facebook and Instagram in particular, continues to dominate the digital advertising space, with more and more brands and companies switching to a paid advertising model to drive results

It’s easy to see the appeal, the data heavy and rapid-fire nature of social ads makes justifying their use a breeze when it comes to allocating resource, but with the rise of paid social, it’s not too difficult to let your organic social strategy take a back seat.

Letting your organic social strategy slide though, can really hinder your paid social efforts. Although business owners have gotten frustrated with the big hitters in recent years, as platforms have suppressed Brand’s organic reach, there is still great value in a great organic social strategy and a particular worth to your paid strategy.

We spoke to three members of the team here at Click Consult and asked them about how internal teams should and could work together to get them more from their overall strategy. We asked Faye Lambert, Senior Content Marketing Executive, Adam McKinley, Senior Campaigns and Social Executive and Shannon Mulligan, Paid Social Executive, a few questions, on a range of topics and collated their answers below.

Should brands build and focus on niche communities?

In April 2019, Facebook announced a shift in the design of its mobile app to place groups and events at the forefront of the traditional newsfeed. This change reflects how Facebook feels users use their app, enjoying updates from niche communities and shunning the traditional newsfeed that makes up the bulk of advertiser placements.

This move could change the way we advertise on Facebook and brands that have taken the time to build a community around their product are at a significant advantage with this newsfeed change.

Adopting an organic social strategy that embraces building a community attached to your public page allows you to advertise directly to engaged customers. Also, by creating posts that are directed at an already engaged audience, you are likely to generate post engagement. These posts can be utilised in advertising, as you already know they are engaging.

Why is consistency so important?

Of course, there is more to your social media profile than what people are seeing on the Ads themselves. A higher percentage of people are likely to click through to your brand’s full profile off the back of an advert to gather more information about your brand and the products you sell, therefore your organic approach is important in this case.

A brand with no posts other than their paid ads looks spammy, and not someone you would want to follow and engage with, so make sure regular organic posting is still part of your social media strategy.

Your brand’s social message shouldn’t depend on your ability to spend. There may be times when you need to reduce your social ad spend. At these times, maintaining an engaging and consistent brand message on social can help you to retain an audience you might have grown through paid activity.

Is there a correlation between post engagement and the success of ads?

Organic Social goes hand in hand with the Paid Social elements when it comes to your strategy. Opening up your brand’s online visibility to a wider audience through a boosted post also opens it up to more engagement on the post itself, which means more people will post questions, queries and their thoughts on the content, whether this is promoting a product or for brand awareness purposes.

Therefore, it is important to keep on top of the higher volume in engagement and make a good first impression to those accounts who might be hearing about your brand for the first time. It is also a good opportunity to give your brand a character that your target audience might find appealing, trustworthy, authentic and more likely to purchase from or follow.

Does responding to a customer help build trust and authority?

Social media is no longer simply a soapbox to shout from, as social advertising has grown, so have customers reliance on platforms to directly contact brands and companies. This can be a blessing and a curse if not properly managed.

Page and profile management often falls under the remit of whoever is running your organic strategy, and can involve responding to reviews, messages and comments. Ads that generate negative responses can often find themselves performing poorly if not properly managed.

Additionally, ads that perform well can see a huge influx in messages and comments. If left unmanaged, these potential customers or clients can quickly go cold on your brand, if they think you are a disinterested party when it comes to social.

This is why platforms like Facebook give responsive brands a badge to show customers how soon they are likely to receive a response.

Why is authenticity so important for brands?

Your paid strategy on social may be more promotional, with a heavy sales message as you are under pressure to generate conversions from your ad spend. This can leave little room for your brand’s personality, which is an essential component of your social strategy, as it helps new audiences engage with your brand.

Organic social media is a cost-effective way to run an always-on brand awareness campaign that stems longer than the paid campaign, which has a timeframe. This is a great way to target the niche community you have built (which partly comes from the paid element); with the content they are already looking for, engaging with and enjoying, hence their reason to follow your brand in the first place. It also allows you to be a little more playful and experimental in how you present your content, keeping your brand in the mind of your target audience as they know exactly what your brand stands for.

Need help with your search marketing? Why not get in touch? Or subscribe to our newsletter for industry leading insights.

The post The importance of aligning your organic and social strategies appeared first on Click Consult.

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Another bank holiday and more Google indexing errors are going to offer some leeway for marketers facing questions about a drop in organic traffic, but what else has been going on?

Monday – Wednesday

I’m catching up – slowly but surely – and the news will hopefully be new(ish) as of tomorrow, for now, though, here’s a recap of the week so far.

Search Engine Journal

Have they always shown a search count? Either way, it’s the first time I’ve seen it – which is why I can tell you that their coverage of a recent John Mueller interview seems particularly well read. The thrust of the conversation seems to have been around the issues raised by a series of excellent SEO Mythbusting videos put out over the last month or so by Google Webmasters.

While there was nothing especially groundbreaking, there were some nice moments of confirmation from John on the issues and points raised in the videos.

Favicons, favicons everywhere

Search Engine Roundtable features an article which tracks Barry Schwartz going full Paxman on Mueller over whether favicons would be removed automatically (there have already been reports of favicon related penalties):

Barry Schwartz: All right so currently right now it’s not automated? It seems like whoever’s complaining on Twitter and gets Google’s attention might see the icons removed.

John Mueller: I don’t know, I don’t know, we do have a lot of experience with automated image recognition.

Barry Schwartz: But I’m asking right now. Is it automated or is it not?

Whether or not that’s happening – the favicons, which now appear in the top left of the new mobile SERP result cards, are causing a fair amount of tumult in the search community, with Google protesting that the changes have been made to improve user experience while everyone outside of Google tells them that it was clearly an attempt to camouflage ads. Who knows which one it really is (it’s the camouflage one).

Update warning

SER also features an article on a possible algorithm update – while I’ve made my feelings clear on this to nauseating levels, I’ll say again that I think these near constant fluctuations are ML driven, but nevertheless, there’s some coverage of these fluctuations here.

Bing

Search Engine Land celebrated the 10th anniversary of the launch of Bing yesterday – making some great points about the platform. While – as the article states – ‘optimising for Bing isn’t a thing’ – I do think that the team at Bing has made some impressive advances over the last few years and, as things shift further and further away from the ten blue links we grew up with, Bing’s approach may well see it gain some ground on Google over the next few years.

Mobile First

A new Webmaster Blog

announced that Mobile First will be the default indexing method for new sites in the ongoing roll out of the long promised Mobile First index.

Neural Matching

There’s a great article from the Groupon SEO manager on neural matching and how that’s impacting search (again,

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