All UK digital marketing agencies spent a combine total of £13.4bn on digital ads last year – a 15% boost on 2017. Last year, ad spend on desktop for the first time was less than that of smartphones. Ad spend on smartphones was 51% more than desktop. The ad spend was £6.9bn up from £ 5.2bn the previous year. that Ofcom found smartphones to have overtaken laptops as UK internet users’ number one device in 2015. The path to get consumers comfortable with completing brand transactions on these mobile devices has been slower though; and this year uSwitch predicts that Brits will spend £25bn on goods ordered via their smartphones or tablets in 2019, a 66% rise from 2018. Video ads led the way in ad spending accounting for 44% of the total display market at £2.31bn. Banner ad spend clocked in at £1.19bn. Jeremy Hine, London chief exec of MullenLowe Group said “The report indicates that advertising spend is increasingly representative of real consumer behaviour, as for the first time smartphone ad spend has overtaken desktop,” he added. “This is promising and shows a move towards advertisers truly listening to what consumers are doing, and where they’re consuming media, making for a better ad ecosystem for all.”
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Digital advertising is an increasingly critical expenditure category for modern campaigns, accounting for some of the biggest line items in candidates' first quarter FEC reports. Bernier Sanders, for instance, spent nearly $1.6 million on digital ads, or nearly a third of his operating expenses, in the first three months of the year. And digital ads accounted for more than half of former Texas congressman Beto O'Rourke's $2.4 million in operating costs.
As a digital marketer having spent millions of dollars on Google and Facebook, when I hear that Facebook has gone down I panic. This means my ads are not working and not targeting people at the right time. Leading to lost opportunities. Granted that I won’t lose any money when Facebook went down but I lost time which some people refer to it as money.
In the recent past, Facebook Inc. first went down on March 14th 2019. There was an outage for about 6 hours affecting people in North America, South America, and Europe. Whatsapp, Instagram and any other site that is affiliated with the social network went down with it. There were several other apps that were affected as they use Facebook credentials to log in. 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:
Here are some collection of companies going after each other for the amusement of the consumers. Coke Vs PepsiDigital marketing has always been a challenge ever since it was introduced to the public. Yahoo, Bing and later Google started providing a marketing platform years ago and marketers have had problems integrating it to their service. Then came the rise of the digital marketers who were able to use traditional marketing strategies but tweaked on to the internet. Creating a whole new profession.
The profession bloomed due to new technologies and more people were able to trust using the internet for e-commerce. There led to a rush of new digital marketers trying to stake a claim and profit of the industry. And ever since then many people and business have joined to make the most of the internet revolution. Although very few people and business are aware of the pitfalls of digital marketing. This leads to them wasting hundreds of thousands of dollars on the internet trying to sell their products or services. With 6 years of experience as a digital marketer, here are ways newbies lose money on the internet. Blogger 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. |
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