Category Archives: Digital Marketing

Digital Marketing Tips and Recommendations

Facebook Advertisign Under a Magnifying Glass

Facebook Advertising Jargon Buster

Do you know your CPC from your CPA? How about your pixel from your campaign? Facebook advert Manager can be confusing enough to navigate without throwing in all the confusing terminology! Have no fear Dmac Media are here to bust those digital terms!

Facebook Advert Manager terms:

Ads manager – This is where you create adverts for Facebook & Instagram.

Campaign – This is at the top of the advert structure. The structure is as follows:

Campaign > Ad Set > Ad.

The campaign level is where you will select your marketing objective based on your ad purpose. Some of the objectives include: Brand awareness, Traffic to website, Catalog sales, Conversions.

Ad set – The ad set controls the budget, ad schedule, audience target, ad placement, and optimization & delivery of ads.

Budget – There are 2 ways to set your budget within the ad set

  1. Lifetime Budget – Once this is set,  you will not go over the amount stated and the campaign will cease to run once the budget has been used
  2. Daily Budget – For continuous ad set a maximum daily budget. This budget will nearly always be used fully so make sure it is an amount your happy to spend.

Audience – Facebook allows you to target people based on their demographics i.e. age, location, job title. Once you create your demographic segment you can save this as an audience,  to use again if necessary.

Ads – You can create up to six ads per ad set budget. The ad creative is where you will choose the image/video, ad copy and the call to action you want on the advertisement.

Pixel – The Facebook Pixel is a piece of code that is added to your website, it works in conjunction with Facebook Advertising. This is an analytics reporting tool that allows you to measure the effectiveness of your advertising by tracking and understanding what actions your customers perform on your website. Read More>> https://dmacmedia.ie/blog/facebook-pixel/

Boost – This is the blue button that is on most of the posts to your page. A boost is a simpler method of paid advertising, but it is generally more expensive & less accurate. This however can be used without using the advert manager.

Catalog – An upload of all the products you sell. This can be done manually or via a feed from your website. The products can then be used in ads for new customers or for re-marketing.

Reporting Metrics:

Amount spent – The total money spent on a campaign for the date range selected

Conversions – Facebook measures conversions that happen after a person either clicks on or views your ad depending on the conversion window you have chosen in the ad set. A conversion is the aim of your campaign, so for example if you launch a campaign to generate leads, then a conversion is a new contact made.

CPC Cost per Click (All) – Cost per click for all clicks on your ad. This is the amount you’re charged each time someone interacts with your ad, this may be the call to action button, a click to your profile or even to enlarge a photo. This is calculated by taking the amount you spent and dividing it by all clicks.

CPA Cost Per Acquisition – This figure is an average amount you pay for each action a person takes on your ad. The action is something that you specified within the campaign, it may be a form filled in, a website sale or a signup form completed.

CPL Cost per Lead – This is the average cost for every lead you get. This can be via a lead from on Facebook or via a from complete on your website

CPM Cost per 1,000 people seen – CPM stands for Cost per mille.  This metric is reported in monetary value. E.g. “a CPM of €4.12” means it cost you €4.12 per 1000 views.

CTR Click through rate – This is a measure of the number of times your ad was clicked on.

Frequency – The rate of times for a single view of your ad. Reach of 1200 and impressions of 2381 will give you a frequency of 1.98which is the average number your ad was shown to one person.

Impressions – The number of times your ads were displayed on screen

Reach – The number of unique people who your ad was displayed to at least once.

Results – The number of times your ad achieved an outcome, this is based on the objective and settings you selected during setup.

We hope that this is explains some of the more frequent jargon used by Facebook adverts and wish you every success with your online adverts in the future.

Wooden Letters forming the word Guest Blogging on a Wooden Table with a Red Cup of Coffee.

Inviting a Guest Blogger to Write for Your Website

We all know how much value is added to your website by having unique and new content added on a regular basis. It is absolute gold for your site, both in terms of reaching your valued clients and in keeping search engines happy.   Blogging is an excellent way to keep your website alive and kicking in terms of content.  But it is not always easy to find time to write blogs and when the actual revenue generating aspect of your business demands all your energy, certain tasks inevitably get put on the end of the ‘to-do’ list. 

But blogs and an updated website ultimately generate income too! There are ways to write blogs quickly and easily.  See our blog on tips for new bloggers which includes advice on titles and ‘listicles’ for the days when you need to get words on paper quickly.  However, you may want to consider that you don’t always need to be the one doing the writing.   Guest blogging is a perfect way to access expert advice and information for your website. Invite a guest blogger to write for your site.  By adding informed content and links to other industry experts, you elevate your own website and make life a little easier at the same time.

Who should be your invited guest blogger?

2 Young Couples Speak to Security personell outside a cloakroom.

Obviously the voice you showcase on your site should reflect your ethos and appreciate the work you do.  You might choose a valued client, an industry expert or an all-round awesome writer to contribute to the regular blog spot on your website.  It will add a new voice, new expertise and bring a whole new readership.  Of course the sneaky people among you are thinking that this is the equivalent of getting someone to do your homework.  It is.  But while someone is doing the homework, you still have to do management, the edits and the organising. But if you have a fear of the blank page and don’t find that words flow too easily, then guest blogging may be just the thing for your website.  The advantages for you is the imparting of new information and the adding of an authentic voice to your website for a minimum amount of effort.

Things to consider before you invite to write.

There are many things to consider when asking a guest blogger to contribute to your site and the management of the publication may take up as much time as actually writing content.    There are a number of things to seriously consider BEFORE you issue the invite.   Does the person share the same ethos and principles as your own Company? Can they actually write? Will they be upset if there is an edit on their work?  For you, retaining editorial control is essential as you may well invite a valued customer or an industry boffin to blog for your page, but find that their information is ultimately incorrect or, horror of horrors, lauds a competitor or a retail item that you actually don’t sell.   Agree the terms before they start writing to avoid embarrassment later. Suggest the topic that is relevant and reaffirming for your business and make full use of the expertise that the guest blogger may have.  Consider whether you can use a hyperlink to the website of the contributor also, as this increases traffic and the search ranking of your own page.  Most of all guest blogging should be seen as collaboration rather than a carte blanch for the writer. 

Guest Bloggers: What is in it for them?   

White Tag with the Blog & SEO Written on it against a blue wooden background.

So why would another blogger write for your page.  The trick is to make this a win-win situation for you both. Perhaps they have something to sell themselves.  If you stock their product, then a blog which details its amazing properties and the care taken in the manufacture, is a win-win for both of you.  .  For others, you might be able to trade blogs. You contribute to their site and them to yours.  Barter the blog for preferred services or products.  For some of your contacts being asked might just be enough, but it is useful to consider the motivation before you issue the invite.   Links from one site to another does increase the value of both from an SEO (Search Engine Optimisation) point of view, so this is absolutely a selling point when inviting your guest blogger.

Reasons why you should accept an invitation to guest blog

I know, first we tell you that guest blogging can take the pressure off you and let someone else do the work while you do the supervising and now we suggest you write for others!  Take a moment to consider the benefits and you may well be rushing to the keyboards.  Guest blogging on other websites demonstrates your expertise and authority and shows that the other site recognises you and your company as someone trustworthy and of note.  By writing in your own specialized area, you build up credibility and reach a new audience.  Building your brand by increasing your exposure is always a positive business move.  You may well attract new leads for your business.  (Google+ is ending or is already gone) Always request a direct link back to your own website so that you can have the full value of the blog writing in terms of website traffic.

Website Content on Computer Screen - Dmac Media

Five Common mistakes that take the Oomph from your website content

The content on your website is vitally important and not just because you have spent ages writing it.  It’s the content of your site that engages potential clients and repeat customers. It is the content that contributes to keeping you high in the search rankings with Google. 

Easy functionality is essential. Zippy Design is important, but it is the actual content which brings people to the page.    There is no doubt that unique, vibrant and interesting content is the cornerstone of your web-site that not only informs potential customers, but goes a long way to keeping your website alive and vibrant.

Good content is worth investing the time and effort.   However, there are a few common content pitfalls. Small mistakes that take the value out of the script and wording on your site.  Here are some of the common content errors that can adversely affect your website.

Social Media

Update me

The most common mistake with a website is thinking that it is done!  Change the content on your website on a regular basis. Add news, special offers and a cute new image every now and again.  Link to your regular blog (Of course, you have a regular blog!).  Keeping things fresh will assist with the ranking of your website.  Staid and old content does not reflect well on your business in general. 

Plagiarism – write your own stuff! 

Yes, we know there is nothing new and amazing in the world. No unique revelations or wondrous new words, stories and facts that have not been uttered, retold or rehashed. But if your website content does not register as new, Google will disregard it or even worse, attribute it to the original writer (and rightly so, write your own stuff!).    Over 60% of the text on your site must be completely new and unique. 

This is not as hard as it may seem.    You can get ideas from other sites, blogs, magazine articles and Facebook posts and then just take some time to write it in your own words.  You can rehash your old content by taking it out and updating it for a re-post.  Keep an eye on the most popular items and use it as a guide to choosing subject matter.

Hootsuite Tutorial

Keywords     

Identify the keywords for your industry or services.  These magic words should be liberally sprinkled across all your writing.  Don’t be afraid of overusing words similar to your keywords. Literally mix it up so that you have a better chance of ranking. Competent keyword research is a complete tutorial and workshop all of its own, but in simple terms, it means using every word and phrase that you feel our customers will search. 

Spacing it out – designing it out

The way in which people read websites is different than you may think.  Basically, you are best to space out the information and content in easily readable sections. Design it out in bite size pieces.  Don’t waffle.  Keep it relevant. Less is more, as long as the less is relevant, smart and interesting.   Remembering how the reader’s eye works and cognisant that they are scanning rather than reading will keep you on-point.

Spelling errors bad edits

Use the spellchecks folks! There is nothing that screams inefficiency and sloppiness like a badly edited piece of work.  Run your content through the spell check, but don’t stop there, as spellcheck cannot tell the difference between ‘their’ and ‘there’ or whether you meant ‘form’ or ‘from ’!    So it’s a good idea to enlist the help of a pedantic friend, preferably one with freakishly correct grammar tendencies, to edit your work.  

By adding fresh and new content we are telling the search engines that the website is active and keeping our regular and our potential clients interested and engaged.  It is worth the time it takes to create new site content, so keep that steady stream of articles, blogs and images flowing for success!

Seasonality | Making the Most of your Digital Marketing Budget

The term, Seasonality, is often used by marketing professionals and typically describes a set of recurring sales increases as a result of the changing needs of customers.

As the calendar year unfolds, the way we live our lives changes in regular patterns, whether we like it or not. Understanding these changes and predicting when they are likely to occur empowers marketing professionals to make intelligent marketing decisions.

Strategy, sales promotions and more can be planned and implemented effectively using historical seasonal data.

Consider that a retail clothing store running a sales promotion and actively marketing their woolen jumper range in the height of summer is very unlikely to yield results.

While the example given above is quite clear, many seasonal predictions aren’t quite as straightforward. When the seasonal lines are blurred, marketers must rely on other methods to gain insight. Thankfully, there are a range of online tools that can help, some of which we’ve mentioned before.

Google Trends is an incredibly valuable tool when deciphering seasonality and making decisions. It’s clear cut interface showcases the peaks and troughs of search interest surrounding whatever keywords you choose.

Google Trends Seasonal Search trend for perfumes & aftershaves in Ireland. 

Here we can see the almost constant search interest for perfumes and aftershaves throughout the year until November. As Christmas approaches, search interest soar and interestingly aftershave was more often sought online than perfume. Factoring this growth in consumer interest and tailoring marketing campaigns to capitalise on this growth in search interest will set you above the rest.

Google Keyword Planner Logo

Deeper insight can be gained through Google’s Keyword Planner. The table below showcases the seasonal trends associated with both “perfumes” and “aftershave” keywords. In addition, Google also offers the seasonal trends of a range of closely related keywords giving a clearer picture.

Now that we’ve gained an insight into the high seasons for both perfume and aftershave, we can focus on getting the most in return for your efforts. While this information should be used for all marketing efforts, we’re just going to focus on your online marketing here.

First off, let’s look at what we know. We know that our customers will be searching frantically for perfumes and aftershaves over a 6-week period before Christmas. We know that searches for perfume and aftershaves will diminish and become practically non-existent in January, and we know that the search interest is on a steady incline prior to the six-week hot period.

Our main aim here has to be to maximize traffic and sales for the company’s perfume and aftershave range during the 6 weeks prior to Christmas. Planning and scheduling campaigns is key during this period. Create and schedule your email marketing campaigns well in advance, decide on whatever sales promotions you will have and update your Google Ad copy to amplify such promotions.

Remember profitability underpins effective Digital Marketing. We know that consumers are steadily buying during this period and less so when January arrives. Tailoring your budgets to spend more during the 6-week frantic period and less so through January into February, is a simple yet effective way to become profitable.

Finally, consider your customers in the research phase of the buying cycle. During this period your customers are comparing prices, seeking out the best value and anticipating making their purchase. Although not necessarily making purchases during this period, you should endeavour to be found as a contender. Doing so, will impact your overall pre-Christmas revenue from digital marketing.

“Spend more of your budget during the time your customers want to buy, and less when they don’t.”

So, there you have it, seasonality should play a vital role in your digital marketing efforts. Not only from a customer acquisition perspective, but tailoring your marketing budgets, messages and strategies to capitalize on surges in consumer search will impact your bottom-line revenue.

Is Your Business Treading Water when it Comes to Digital Marketing

The online explosion over the past number of years has seen an incredible growth in the number of businesses actively engaging in online marketing.

The digital environment is now part of your customer’s daily lives and as a result must become a core component of your advertising strategy. In doing so, your digital strategy must be profitable for you as a company. It is no longer acceptable to advertise just for the sake of it and spend 100’s of euro on Google ads or social media campaigns without seeing a return.  

Facebook on laptop

Anecdotal feedback is no longer enough.

Saying your website is busy when you spend money on Facebook or after you send a marketing email is not useful, nor should it be acceptable. In my 3 years working at Dmac Media, I can count on one hand the number of conversations I’ve had with companies who can clearly identify at what point they are profitable when it comes to digital marketing.  More often than not, online advertising, whether it’s social media, pay per click and even email marketing, has been undertaken by business out of necessity.

I’ve lost count of the number of times where businesses have been advertising online without clearly defined conversion metrics.

From setting up online goals to transaction capturing, conversion led optimisation is an underpinning element to successful digital marketing. For the most part, however, the fault of this does not rest with the business owner. In many cases, advances in tracking software that have not been implemented, resulting in reporting inaccuracies. 

Protect Your Brand With Google Adwords

Let’s take Google Ads for instance.
If you’re an eCommerce business and have not updated to Global Site Tag tracking in the past 6 months, there is a good chance your Google Ads Conversions are inaccurate. This could mean, a keyword or campaign that you might consider to be performing very well, could in fact be costing you money.

Putting conversions and conversion metrics at the forefront of your digital optimisation strategy is key.

Rather than simply counting the number of enquiries your website generates, look at the number of new customers you actually win as a result of those enquiries. In a perfect world, every enquiry your website generates would turn into a paying customer. However, it is far from a perfect world we live in, and paying close attention to the number of new customers your company on-boards will showcase the true value of your marketing efforts.

This is why we recommend utilising cost per acquisition metrics over cost per conversions in this instance. While this can prove an easy to analyse metric for an eCommerce business, it is more difficult when your business relies on sales follow ups and onboarding strategies to convert an enquiry into a customer.

We recommend that our clients go one step further in this regard. Utilising cost per acquisition metrics rather than cost per conversion can offer real insight into your digital campaigns.

What’s the difference? Well let’s examine them a bit more closely.

Conversions are anything you deem to be valuable for your business. This could include a range of behaviours from a view of your companies contact details onsite or to a newsletter sign up. Conversions tend to have a marketing objective. For instance, in the case of the Contact Page Views example above, the objective of the campaign could be to drive more telephone calls to your business.

By contrast, acquisition is actually acquiring a new customer and may take some time or considerable touchpoints. For instance, your sales team may have to deal with 10 enquiries to acquire just one customer. From an analysis point of view, this example suggests that 9 enquires were defunct and invaluable, however they cost your business money in gaining them.

Working Example

Sample Brochure Website Month

Advertising Spend: €1000
Enquiries (Conversions): 50
Cost per Enquiry: €22 per enquiry
Customers Won: 10
Average Order Value: €180
Cost Per Acquisition: €100 per customer won
% Cost Per Acquisition: 55.55%

In this example the company are likely to be losing money on each customer won when admin is added as a cost. This company should strive to reduce their CPA% as soon as possible through a reduction of their advertising outlay or improvement in their onboarding strategies.  

Sample eCommerce Website

Advertising Spend: €1000
Transactions: 100
Cost/Conversion (Transactions): €10
Average Order Value: €130
Cost Per Acquisition: €10
% Cost Per Acquisition: 7.69%

In this example, we see that the company was able to generate 100 orders for their €1000 advertising spend. With the average order value being €130, this represents a CPA% of 7.69%. Even without knowing the profit margins of this company, there is still a strong likelihood that this customer is going to be profitable having achieved a 7.69% CPA figure. At this point the company should look to scale up their approach but strive to maintain their % CPA as they do so to grow their market share.

Business strategy around a table using computer & paper

So you see, the tools to track profitable customer actions are available to all online businesses, who should endeavour to use these tools whenever possible. Doing so, provides deep insight into the channels and methods that are fueling your online success or failure and help hone your marketing tactics, and ultimately increase your bottom line profits.  

Instagram for business

7 Top Tips for an Instagram business page

Do you have the perfect ‘Insta’? Instagram is the most visual of all the social media platforms. It is where people come to be inspired, to inspire and to discover new things that interest them. This includes products & services that you as a company may offer.  But how can you keep a good balance between promoting your products and being social? Read on….

1. Set up your Instagram Business Account Correctly

Your Business username is what appears at the top of your profile and it is also the name people will use to find and tag you. So, make sure you use an easily recognizable name. Keep it short. The limit here is 30 characters and presents as all one word, no spaces, so make it readable. Once you have a suitable name, make sure that you also add your full business name in the name section when signing up.  This will appear just under your profile picture on your page. The only clickable link in Instagram, is in the description section (right under your business name).  Most of the time this will lead to your website homepage but update it for special occasions i.e. sale landing page, app downloads etc. Instagram’s business profile also allows you to add a phone number to your profile. If you have a business Facebook page go the settings and link your Instagram to the account this will allow ads to be shown on both platforms.

2. Get creative!

Focus on solving your customers problem and not the products you sell. On Instagram, it’s essential to add value to your customers and look pretty while you do it. Never underestimate the fact that you’re most important asset (and sometimes downfall) on this social media platform is visual content. Tell your story but put some thought and effort into it. Have you ever considered trying to gain UCC (user created content)? This can be some of the most unique content you can get and from a customer perspective rather than the business.

3. Take them behind-the-scenes

I may have mentioned this before, but customers are noisy! Does your product have a story behind it? Are there multiple steps in getting the product to the customer? If so – show it! Pictures that demonstrate how products are made – from the base material, production and distribution.

4. Tell a story

A pitfall of Instagram from a marketing point of view, is that you can’t add links to posts. Hello Instagram stories! Stories are the new way users are interacting with social media platforms and in this case, Instagram are the fore runner when it comes to stories. With live videos, boomerangs, filters, emojis, polls, music, Q&A’s, Countdown timers, Quizzes even a search bar Instagram stories are a creative dream for marketers.

5. Keep the captions brief and to the point

Keeping your customers interested is an essential part of any effective marketing campaign. A long-winded update is not what Instagram is about. Oh no!  It’s all about the image. However, if you do need to add a caption, then keep it short, sweet and to the point. When creating your post, it is also worth tagging your location as this helps reach more people in your local radius.

6. Use #hashtags

I have spoken on the benefits of hashtags previously: Using Hashtags on Social Media . A hashtag when used on a business profile is discoverable by anyone who does a search for that hashtag. If you’re using hashtags to be discovered, keep it short and don’t string too many words together under a single hashtag.

7. Get the Insight

Another benefit of having a business account is Instagram Insights, very similar to Facebook Insights it is a business analytical tool that offers businesses information on who your followers are, what your audience demographics as well as what content they interact with. With knowledge comes power, well maybe not power presa but it will help you to tailor your posts to your demographic, create and meet business goals and most importantly build a community with your customers.

Some helpful links:

All things for Instagram for Business can be found on their website.

For tips, best practices & FAQ’s use Instagram Business Toolkit.

Hootsuite tutorial

A quick guide to setting up & using Hootsuite

What is Hootsuite?

Hootsuite is a “Social Media Management System”, under the free version you can have 3 social media platforms and schedule up to 30 messages at any one time. It comes equipped with a dashboard for each platform also, so you can see a stream of information at once.  Managing your businesses multiple social media platforms can be a full-time job and if you plan to regularly update them all, I highly recommend using a tool like Hootsuite. Hootsuite will take a little time to get used to but this quick how-to tutorial will give you the basic setup!

Setup

Hootsuite.com (https://hootsuite.com/#)

One you arrive on the website in the top right-hand corner press ‘Sign up’, this will lead you to their pricing structure. If you plan to use this for the 3 platforms only scroll past all these options to the free version just below:

Hootsuite Tutorial

This will then prompt you to enter a name, business email and password. Once this information has been accepted it will bring you to the connection page, this is where you will add your three platforms.

Connect social profiles

For the purpose of demonstration, I will use Facebook as an example, Click on Facebook.  If you are not currently signed in, it will ask you to sign in, and it will then ask permission for Hootsuite to manage your business. If you happen to have more than one business page you will need to edit the settings to only allow the one you want to manage in Hootsuite. Do this for each of your chosen three platforms.

Once this is done you will be prompted to go forward and enter your business details:

Hootsuite Signup

Hootsuite will then bring you through a quick tutorial,

Hootsuite publisher

How to schedule a post

Step 1

On the top right-hand corner of your screen there is a post button click this and you will be brought to a new post page. Your first option will select which platform you will be posting to

Select social media networks

Step 2

Write your post including all text, links and hashtags

Creating a social media post

Step 3

Add any media you want including photos or videos here

Adding Media

Step 4

When do you want to post? Select a time and date and hit schedule.

Hootsuite Calendar

As you are creating your post, you will see a preview of how your post will look and the right-hand pane. It will also give you a warning, if you go over the 280-character limit for Twitter.

How to see what I have scheduled

There are two ways to see what is scheduled, on the left-hand black menu the second option is publisher, click in here to view your posts.

Hootsuite Menu

Once in publisher, this will give you two options.

Hootsuite Planner

The planner will give you a calendar schedule of your past & future posts, while Content will give you a list version of this.

Hootsuite Streams

As you can see from the menu above the first menu item is streams, this is your homepage where you can see your recent posts, timeline, mentions, messages, scheduled posts. The stream you can have will vary from social media platform to the next below is an example of the streams available from Facebook:

Hootsuite Streams

Below is an example of how your home page of streams can look:

Hootsuite Preview

So, there you have the basics of Hootsuite in this quick tutorial. If this is still a little foreign to you don’t worry! That’s what the digital marketing team at Dmac Media are for, contact us today if you need help to setup your social media management platform.

Facebook on laptop

Explained – The Facebook Pixel

A pixel, it doesn’t sound like a social media term does it? A pixel is what an image is made up of right? Technically, yes, but in terms of Facebook advertising it is a very important element – read on and I will explain it all in plain English…

What is the Facebook Pixel?

In short it’s a piece of code that is added to your website, it works in conjunction with Facebook Advertising. It is an analytics reporting tool that allows you to measure the effectiveness of your advertising by tracking and understanding what actions your customers perform on your website.

What does it do?

The pixel tracks all users that visit your website and references the data collected to social media accounts if the information matches. These website visitors are then  added to an ‘audience’ for future advertising purposes. By collecting this information, you can track conversions, build target audiences and remarket your engaged audience.

But, how does it track users?

The pixel works by triggering cookies in your browser as customers visit your website.

Do I really need to install the Pixel?

Your ads will still run without installing it, but by completing this simple step it will give you a wealth of information about your customers and audience. Without it, you will be able to see Facebooks metrics like reach (how many people seen the ad) and impressions (how many times the ad was shown) however by adding Event tracking from your Pixel you can see how many people bought or enquired on your website and if setup correctly the value of the transaction.

You mentioned an audience – what is this?

An audience is the target group of people you are going to show your ads to. Although it may be fantastic to think you can show your ad to everyone in Ireland with minimal effort, is this really what you want? By creating audiences you are defining exactly who your ideal customers are by location, age , gender, interests & even job title to name just a few. There are 3 types of audience types:

  1. Custom Audience – these are audiences created from your pixel or through interactions on your Facebook/Instagram page.
  2. Look alike Audience – create a similar larger audience to your custom audience, Facebook will use their algorithm to determine an audience with similar characteristics to the custom audience you are copying.
  3. Saved Audience – this is a manually created audience based on demographics, interests and behaviours.

How can I remarket to my customers?

There are several ways to remarket once the pixel has been setup. You could create an audience of website visitors for any period up to a maximum of period of 180 days and show them ads with a discount to bring them back to your website and purchase. You could add rules when creating the audience including and excluding certain people such as website visitors who have visited your post transaction thank you page, as this would suggest they have already completed a transaction on your website.

Is it hard to install on my website?

There are three ways to add the Facebook pixel to your website:

  1. Use an integration or Tag Manager – This can be used in conjunction with platforms such as Spotify, WordPress or Woo Commerce
  2. Manually install the code – the code needs to be added to a global Header of the website.
  3. Email instructions to a developer – Simply email the pixel and the instructions directly from Facebook to your website developer.

What do I do then?

Make sure your code works. You can do this by installing the Facebook Pixel helper on your browser which will help you highlight if it is present and if there are any errors.

Can I see the Facebook Pixel Data?

Yes within the Event Manager of Facebook Adverts you can see what information is coming from your pixel. Some of this information includes:

  • URLs – from this you can exactly what pages your pixel is firing from
  • Domains – This is helpful if you have the pixel installed on more than 1 domain.
  • Devices – See what device your customers are using, you can tailor your ads in the future to reflect this data.
Business strategy around a table using computer & paper

Machine Learning in PPC: What it can do for you?

Each and every day, we as humans interact with a wide variety of technologies. From the phone in our pocket to watch on your wrist, technology is an ever-increasing part of modern life for each one of us. In many ways, technology is limiting the need for human interaction, with self service checkouts now commonplace in supermarkets and intelligent fast food ordering through dedicated websites, it would appear as though human intervention is seen now as hinderance rather than adding value.  The same is holding true when it comes to advertising, and in particular search engine advertising, where in recent years we have seen the rollout of machine learning technology.

In 2017, Google began unveiling the first of their machine learning technologies through its ad platform, and since then, developments have continued to make advertising your business online significantly easier. In this piece we will explore a few of the machine learning technologies available to business and search marketers in Google Ads to help you hone your skill and grow your overall return on investment through Google Ads.

People using technology around a table

In – Market Audiences – Targeting People who actually need your business

According to Search Engine Land, Google completes over 63,000 searches every second. Pretty astonishing right?

But with so many searches happening every second, serving your ads to the correct target market has proven difficult. But not anymore.  We’ve already mentioned that the first of Googles Machine Learning Technologies was unveiled in 2017. In-Market Audience targeting was said technology.

For the first time, businesses can target potential customers actively researching solution providers with their advertising.

Google’s Machine Learning technology interprets search behaviour, website interactions & search patterns to develop a picture of the service or solution a user is looking for. Using ourselves as an example, we can now target individuals actively researching web service providers such as SEO & SEM partners as well as people looking for website developers.

Aside from the obvious benefits, in-market audience targeting can prove an invaluable resource for building brand awareness for fledging businesses, as they can deliver their marketing message to individuals actively looking for solutions

increasing users graph in google analytics

Bid Strategies – Get more users to your website through bid automation

A further addition to Google Ads is the introduction of new smart bid strategies. These strategies utilise a succinct combination of machine learning and contextual signs to deliver intelligent bids during the bidding process. Factoring in elements such as time of day, user location and even the users device allows smart bidding strategies utilise the most appropriate bid.

Smart Bidding strategies can be harnessed in a multitude of ways, but marketers should endeavour to ensure their chosen strategy aligns with their marketing objectives. Having used smart bidding with great effect over the past number of months, we have seen significant reductions in cost per acquisition metrics for a multitude of clients across a variety of industries.

Responsive Search Ads – Serve enticing ad copy that actually appeals to your customers.

Responsive Search Ads are a machine learning newcomer so to speak. Currently in Beta, responsive search ads allow advertisers add a variety of USP focused headlines, as well as numerous descriptions, and Googles Machine Learning technology will serve the most appropriate ad copy to the end user. Although it is still relatively early days for this technology, we have seen it reduce cost per click by up to 75%.

We envisage this automation technology becoming mainstream following beta testing and will become search advertising cornerstone going forward. Get ahead of the competition today and start using and testing responsive search ads in your Google Ads Campaigns.

So, what does the future hold? The reality is the sky is the limit. We are only beginning to see machine learning at work in Google Ads and I have no doubt that machine learning will become a profound influence on search marketing over the coming years. So why not try out some of the new features