Hiring a digital marketing agency or consultant in Nairobi, Kenya can be a daunting task. It’s not easy because there are so many agencies that are dishonest and do anything to get any business. They take the jobs and end up losing their client’s money.
It is also difficult to get a good agency because bad ones use morally questionable techniques to promote products on the internet. This will give the client’s business a bad name and could cause permanent harm to it. For example Google could severely penalize a site if it’s found to be in contravention to its rules. As a business it is important to make the right decisions and getting the right partners to move the needle to areas of great prosperity. Here are a couple of questions the business owners should ask before hiring a digital agency:
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Instagram introduces a new Checkout button to help people buy items without leaving the app. Users will be able to pick size, colour and other options and pay for them without leaving Instagram.
Users will enter their credit card details on the app and the information will be stored of future use. This is in its beta testing stage that only works with certain brands in the US. The brands that will be able to use this feature include Prada, Burberry, Nike, Adidas, Dior, H&M, Oscar de la Renta, and glasses retailer Warby Parker. Here are some collection of companies going after each other for the amusement of the consumers. Coke Vs PepsiBlogger Matt Watson created an explainer video showing how searching for certain girl items on YouTube can lead a person to see videos of children. These children videos are used by predators to sexually exploit the young girls.
Mr. Watson shows paedophiles in the comment section choosing certain timestamps showing the girls in compromising poses. For example girls doing gymnastics in front of a mirror. The videos by themselves are not pornographic in nature. Matt shows that YouTube’s algorithm isn’t working well as if users clicks on a video like that it populates other videos of the same nature. These allow the paedophiles to take advantage of the error and comment on many videos A solution to this was provided by YouTube in 2017 is to disable all comments on the children’s video. But sadly they aren’t able to do it effectively so far. As a result major companies like Disney, Epic Games (makers of Fortnight) Nestle and Dr. August Oetker KG have stopped using YouTube Ads for their marketing. CPA (cost per acquisition) is a number that denotes how much an advertiser has paid in order to get a conversion. A conversion is the intended action a web visitor has done on the website. The actions could be filling in a form, downloading a software or pdf and buying a product. Target CPA according to google is “Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.” It works by using historical information about campaigns and uses other factors present in the auctions to get conversions. The machine learning tries to find for the best bid at the time of ads are eligible to appear and looking at user’s intention to convert on any site. The bids that Google set are an average in order to get conversions within budget. The bids are raised and lower to get conversions. There are times the bids are raised and conversions occur while other they are lowered for the same result. Throughout the whole process the bids will be averagely priced. The raising and lowering of bids takes place because there are factors beyond Google’s control e.g. increased competition, website changes and user intent. If a target CPA is set at $15 Google will set bids to get as many conversion at $15. How to reduce CPA Locations: Ads serving a larger location will tend to lead to higher CPAs, meaning fewer conversions within the target CPA. Working with a smaller location or market gives the system to a chance to properly optimize so that it provides the best returns on investment. Quality score The higher the quality score (QS) the lower the price that is paid for the auction. QS Of 9 and 10 reduce the cost per bid by 50% while the QS of 1 increase the bid by 400% in order to hold the ad rank. Quality score can be increase by including the keyword in the ad headline, ad copy and landing page. Increasing the QS lowers the amount spent on clicks and also lowers the target CPA If functions IF functions allows to insert a specific message in the text ad when a condition is met, and a default text when it does not. This makes the ads tailored to each search and more relevant to potential customers. Example “Free shipping on mobile orders” is only seen on mobile devices. This effectively should increase conversions on mobile. Using this function generally increases click through rates and eventually conversion rate. This in turn will reduce the CPA.
Conclusion The longer Google Ads takes control of advertising the more it will learn how to get more conversions for the advertiser. The increased in number of conversion will lead to a lower CPA. ccording to Wikipedia, clickbait is defined as a text or thumbnail link that is designed to entice users to follow that link and read, view, or listen to the linked piece of online content. Facebook, Google and all other social media platforms have tried to reign in clickbait because of the harm it does to their networks and to the community at large. The largest search engine rolls out a number of updates, after a few month designed to sift through clickbait, and subsequently punishes the pages and websites associated with clickbait titles sending them deep in to the deep web oblivion. The social media giant unveiled a new algorithm update, last year, which finds clickbait being posted by companies, and then prevents these same posts from showing up in users’ News Feeds. Although these companies try to stop them, there is a necessity for this kind of content in the digital media of today. In the past, there were magazines and newspapers which used to have crazy titles that made our heads turn and get our attention. Likewise clickbait articles do the same thing. The reason they are still relevant in 2019 is because the average internet user has a very short attention span and s/he has become numb to advertisements (using ad blockers and banner blindness). Also, the user doesn’t respond to email newsletters as they did before. As a result digital marketers have to come up with a way of grabbing attention of the user in order to deliver a message. Here is how they work Polarizing headlines In a recent study that was done, around 70,000 headlines were deemed to be polarizing. The headlines seem to pander to one group and at the same time making another group very angry. This is commonly seen in political discourses. They would say politician A is a fool for doing x, y and z, the people who are against politician A will be glad to read that article. The people who are for him or her would also read the same article to see how their candidate is being attacked. Empty Promises Clickbait articles normally have strong headlines and they make empty promises that when you click on them you will find the information you are looking for. Most of the time when the links are clicked, the information that is presented has nothing to do with the tittle. In some instances you will find a close resemblance to what is being talked about but the connection is lose at best. For example when you are a headline which says “Earn $100 as passive income” when you click on the link you are directed to a page that has scant information about affiliate marketing. Headlines are emotional The people who write clickbait articles know that when a person sees the headline they will automatically know it’s a clickbait link. One way to get around this hitch is to come up with headlines that appeal to people’s emotions and curiosity rather than intellect. For example headlines like: “This man filled his washing machine with puppies and carpet tacks. What happens next is horrific . . . ” Fiction vs Truth Everyone knows that clickbait articles are mostly lies but they still click on them. The reason for this is because the clickbait articles have an element of truth in them that makes them believable. The headline could start out describing an actual fact but it tails off to something quite different. A good example of this is
“This guy rear-mounted a jet engine to his el Camino. You’ll never guess what they peeled him off of . . . Conclusion However much we hate clickbait, they do serve a function. Many websites like buzzfeed make hundreds of millions of dollars using clickbait. As a digital marketer, caution should be taken when creating clickbait articles Talk to your Clients When writing test ads keep your focus on the clients’ needs and how your product beneficial to them. When writing about benefits it leads to a significant lift in CTR. User Motivation Using the search terms report in your search campaigns can provide insight into what clients are searching for. For example “how To” queries means the clients are looking for instructions and “near Me” indicates that the client is more likely to buy. As such new ad groups should be created with ads showing the user motivation. Problem solving Your text ads should be created in a way that solve existing problems. With this, providing solutions will make your clients more willing to take immediate action. Meaning, you have an interested audience at the moment of purchase decision. Practical components of text ads: Promise - Make an aspirational promise about how your product will improve the viewer Value - Include text that makes the viewer feel your product will add value CTA - Directly tell the viewer to do something specific Keyword - Include the keyword at least once, preferably in one of the two headlines Brand - Including your brand name can increase CTR Optimize and improve your ad copy Test multiple versions of your Google text ads. Personal conversations with Google Representatives indicate that Conversion Optimizer works best when an ad group includes three or more text ads. You can use labels with your text ad tests to aggregate results of ad elements across different ad groups. For instance, you can test the same headline in several different ad groups to see if it outperforms the existing baseline in each ad group. Make your ad copy pay off Once you’ve written persuasive ad copy that clearly demonstrates value and makes search users want to engage with your product, make sure you provide an incentive to convert post-click with relevant, optimized landing page. The success and failure of your digital marketing campaign lies on which ad platform you choose to use. Choosing between Facebook and Google, can determine whether you will making or losing money at the end of your marketing campaign. Here are some of the things to consider when choosing between Facebook Ads and Google Adwords: Demand This applies to goods and services that are either have demand or demands needs to be created. Google AdWords works really well with items that are already on demand and much less is spent on selling them. Facebook on the other hand work better in building awareness about new products and services. B2B or B2C Business to business and business to clients both require different approaches to make sales. Social media works well with B2C industries while on the other hand B2B works better for Google AdWords. Facebook helps business clients’ purchase, share what they have bought and let them have an opinion on the product. This helps other potential clients to make the buying decision. Google on the other hand doesn’t give the end users the opportunity to do the same. Original source https://www.forbes.com/sites/forbesagencycouncil/2017/07/10/how-to-choose-the-right-ad-platform-for-your-business/2/#dd1bcb812d43 Talk to your Clients When writing test ads keep you r focus on the clients’ needs and how your product beneficial to them. When writing about benefits it leads to a significant lift in CTR. User Motivation Using the search terms report in your search campaigns can provide insight into what clients are searching for. For example “how to” queries means the clients are looking for instructions and “near me” indicates that the client is more likely to buy. As such new ad groups should be created with ads showing the user motivation. Problem solving Your text ads should be created in a way that solve existing problems. With this, providing solutions will make your clients more willing to take immediate action. Meaning, you have an interested audience at the moment of purchase decision. Relevance Ad copy should reflect what stage of the client’s buying cycle is in. different ad copies should be written that follow the AIDA (Awareness Interest Desire and Action) stages. This ensures that there is a higher CTR. |
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