Archive for the ‘Online Advertising’ Category

U.S. Digital Ad Market Expected to Grow 16% in 2017, Exceeding $83 billion

Wednesday, March 22nd, 2017

PPC management agency Liberty Interactive Marketing

Key Takeaway:

This means competition will grow, too, so as an advertiser it is critical to regularly review your advertising strategy, platforms and targeting to ensure you’re staying ahead of your competitors. Don’t hesitate to reach out to the support specialists on each platform and ask questions if you don’t understand how a particular advertising feature works.

Key Takeaway:

Everyone knows Google is the advertising giant, but don’t assume that means you must be advertising on the platform. In fact there are some industries where Google AdWords is so saturated (such as law firms and business schools) that it may make sense for you to focus more of your energy on SEO and other marketing tactics.

Key Takeaway:

Facebook has grown into an incredible advertising platform and this growth doesn’t seem to be slowing anytime soon. But many advertisers become frustrated with display advertising on any platform. After all, display ads are not like search ads – they are not served to people actively searching for something. They are displayed on social platforms and news sites in the hopes that they will entice people enough to click and stray from their intended activity. That’s why display ads typically see much lower click and conversion rates compared to search ads. Check out these creative display ad ideas if you need some inspiration.

Key Takeaway:

How do you determine how much advertising money to spend on a particular platform and as a whole? The answer is different for every organization depending on your product or service and the audience you are trying to reach. If you haven’t yet grasped the advanced features of Facebook advertising in 2017, it’s time you start digging in lest you fall behind other advertisers in your space.

Key Takeaway:

Twitter can be useful for some marketing tactics such as social promotion, trending research, and connecting with influencers. However their advertising platform clearly isn’t working well enough for some businesses. (Stat Sources: eMarketer and ClickZ)

What does your digital advertising strategy and budget look like this year? Are you happy with your advertising performance so far in 2017? Get in touch with us today if you need help with your digital marketing and let’s figure out what you need together.

40% of Businesses Have Not Optimized Their Websites and Digital Marketing for Mobile

Wednesday, March 8th, 2017

PPC management agency Liberty Interactive Marketing

Key Takeaway:

If you’re one of those who have not optimized for mobile, you’re probably missing out on revenue from this channel. We have seen on average at least 50% of traffic to any website is coming from mobile devices now, although it varies greatly by industry.

Don’t know where to start? First, figure out how much of your total monthly traffic is coming from people on mobile devices. Then, dedicate the time that is needed to get your site functioning well on mobile and set up mobile-specific advertising campaigns. (Stat Source: Yodle and Research Now)

Key Takeaway:

This comes from a recent review of the biggest paid search spenders in online retail in 2016. Amazon was the top spender in paid search in 2016, spending $41.2 million per month in paid search advertising. But coming in second was Target, with an average monthly spend of $10.3 million in paid search alone. (Stat Source: Internet Retailer)

There’s a good reason why Target and Amazon spend so much on paid search. Not only does it contribute to overall web traffic, but it also helps boost in-store traffic and sales.

You certainly don’t have to spend millions in paid search to improve your bottom line like the retail giants, but you’re missing out on opportunities if you’re not using paid search at all. Need an expert in your corner? Get in touch with us today.

Key Takeaway:

Digital marketing is constantly changing. What was relevant even 6 months ago may not be relevant today. (Stat Source: Search Engine Journal 2017 State of Digital Marketing Annual Report)

When was the last time you had a full SEO audit of your website? We help our clients identify technical issues and other roadblocks that are hurting their visibility online. Contact us today if you’d like us to perform an SEO audit on your website.

Key Takeaway:

An often overlooked metric in PPC is the average ad position. If your ads are ranking lower than position 3 on average you’re probably spending more than you’d like for less than stellar results. There are many ways to increase your ad position, including increasing keyword bids and improving your ad copy. (Stat Source: Search Engine Journal 2017 State of Digital Marketing Annual Report)

Key Takeaway:

Many new small business owners neglect the time and financial resources needed for marketing and advertising. (Stat Source: US Small Business Administration)

Don’t make the same mistake. Invest wisely in your marketing and advertising. Beyond that, make sure you’re actually listening to customer feedback and providing the highest quality service and/or products.

Pinterest Will Be Launching Search Ads Including Keyword and Shopping Campaigns

Wednesday, February 15th, 2017

Pinterest Will Be Launching Search Ads Including Keyword and Shopping Campaigns

Get ready for the option to run product search ads on Pinterest if you are a brand that is advertising through Kenshoo’s marketing platform. The announcement has advertisers excited, seeing as Pinterest earns more than 2 billion searches per month, and the majority of images on the site are for products and services that people want.

This is a great opportunity to create more awareness for your brand. Here’s why:

Oh, and did we mention?

Along with Search Ads on Pinterest, marketers will be offered new targeting and reporting options. Many marketers are eager for the potential that lies in the targeting settings, since the nature of the website makes it easy to gain insights on what users are passionate about and interested in based on their data.

As with Google and Facebook advertising, the key to success will be in figuring out how to stand out from the vast amount of content on the network:

Key Takeaway:

It’s important to always be testing your creative to determine the right imagery and messaging that works for your brand. What works on Pinterest may be different from what works for you on Google, Bing, Facebook, or Instagram.

Need help with your pay-per-click marketing strategy? Let’s figure out what you need, together. Contact us today.

2016’s Global Ad Revenue Totaled $532 Billion, Up 7.1% Over 2015

Wednesday, January 11th, 2017

Liberty Interactive Marketing

Key Takeaway:

Events like the US presidential election and the Olympics helped drive global ad revenue last year, with 36% of all ad revenue attributed to TV ads. (Stat Source: IHS Markit)

As we’ve mentioned in previous posts, ad revenue from digital ads is expected to surpass that of TV ads by 2020, with some predicting it will surpass TV in sooner than that.

Key Takeaway:

60% of people said it was very important that a mobile ad have a minimal level of disruption to their current activity to create a positive mobile ad experience, compared to just 42% who said it was very important that the ad be relevant to their interests. So don’t get too caught up as a marketer thinking that relevance is always the most important factor in creating a good mobile ad experience. (Stat Source: Forrester Consulting)

Key Takeaway:

An additional 43% of ads provoked no emotional response. (Stat Source: Neustar) Make sure you spend the time that is needed on producing high quality ads. Focus on optimism and making an emotional connection with people.

Key Takeaway:

With this increase, it is also expected that more traditional forms of digital ads like search and display ads will see slightly slower growth. It should be noted however that video and mobile ad spend is also expected to grow in 2017. (Stat Source: AdMedia Partners)

The bottom line here? It is imperative that you familiarize yourself with how to run successful Facebook and Instagram advertising if you want to stay ahead of your competitors in the digital space.

Key Takeaway:

In general the survey also indicates that desktop ad campaign are better for reaching a wide audience whereas mobile ad campaigns are better at reaching a narrower audience. (Stat Source: Nielson)

It’s important that you have realistic expectations for your ad campaigns. It’s not possible to have every single impression reach the right person at the right time. But with the right mix of optimization, creative and targeting, you can get great results from your ad campaigns.

Need help with your digital marketing? Contact us today and let us know your marketing woes. Let’s figure out what you need together.

Global Mobile Ad Spend Will Double Print By 2019 + Make Up 27% Of Total Ad Spend

Wednesday, December 14th, 2016

PPC Management Agency & SEO Consultants - Liberty Interactive Marketing

Key Takeaway:

Currently, global mobile ad spend accounts for 15%, so the predicted rise to 27% in just over 2 years is quite a jump! Don’t wait to get all your ducks in a row when it comes to your mobile advertising budgets, strategy and other planning. Also make sure you’re adjusting your budgets to account for mobile traffic. Hint: your budgets shouldn’t look the same as they did in past months or years. You need to look at the data and see what percentage of your traffic is coming from mobile and plan accordingly. (Stat Source: Zenith Media)

Key Takeaway:

These busy professionals demand a mobile user experience that is top-notch. They don’t have time to waste on inefficient mobile content. If your load times are slow and your bounce-rates are high, or there’s anything else hindering the mobile experience of your site, it’s high time you get to the bottom of it and get it fixed before you miss out on any more valuable traffic. It would also be wise to come up with an SEO and PPC strategy to boost your visibility on mobile if you haven’t done so already. (Stat Source: Quartz Annual Global Executives Study)

That brings us to what’s up next in the Quartz survey; what do executives think of advertisements?

Key Takeaway:

Display ads were the second most engaging of all ad-types based on the survey. The most engaging ads were articles produced by brands, with 33% of those surveyed saying they last interacted with this type of advertisement.

The important thing to understand is the deeper meaning behind your customers’ habits. Not every visitor to your website or customer is the same, so the more you can do to appreciate the differences between audiences, the better you can reach and engage with them online.

Key Takeaway:

This makes how-to videos the most common marketing videos among SMBs, followed by product / service overview videos, which were used by 43% of businesses surveyed. (Stat Source: Magisto). Don’t forget to optimize your videos for search engines. There are many features on YouTube that make it fairly simple to get started even if you’re not a pro at SEO.

(Stat Source: BIA/Kelsey)

Key Takeaway:

At the very least you should be making sure your Facebook page is current and you post content regularly and check your messages, as customers are reaching out on Facebook for customer service issues at an increasing rate. If you’re spending money advertising on Facebook but not taking the time to manage and optimize your campaigns, it’s time you start now.

If you need help or don’t have time to manage your digital marketing yourself or with your internal team, contact us and we can chat about your online marketing woes, and figure out what you need together.

100% Of The Growth In The Ad Tech Industry Is Coming From Google And Facebook

Wednesday, November 16th, 2016

digital marketing agency

Key Takeaway:

While you may not be surprised at this statistic, it’s worth thinking about the potential causes and effects of this duopoly.

Clearly, the two companies appear to be getting it right in their ability to collect and use data to target relevant ads to consumers. However, there has also been a rise in the consumer’s ability to use ad blocking programs to filter out unwanted advertisements. And while the amount of people doing this remains rather small, time will tell if consumers will demand changes to create a market with more consumer control.

(Stat Source: Digital Content Next)

Key Takeaway:

This would make it appear that the sky is falling and there is not much room for growth from any of the other companies. However, there are other companies that are offering different experiences and services altogether, like Amazon and Snapchat to name a few. These two are both very successful in their space and Snapchat may become a major player in the digital advertising industry in the next couple of years, their shoppable ads are currently performing well.

Key Takeaway:

If you’re curious on the exact number, the rest of the industry earned just over $9 billion in revenue in the first half of 2016. (Stat Source: Digital Content Next)

The fact that Google is making so much in revenue from their ad platform shows that their advertising works. The struggle for advertisers, of course, is figuring out how to manage costs and continually optimize ads to drive conversions.

So what about the other companies in the industry?

(Stat Source: Pivotal Research)

Key Takeaway:

If you’re a business owner planning your advertising budget for 2017, take a close look at how Facebook and Google advertising can contribute to your marketing goals and business objectives. Take a closer look at how other ad platforms fit into the grand scheme of marketing efforts whether supporting brand awareness or retargeting to stay top-of-mind to consumers and prospects.

Key Takeaway:

Remember that Twitter was once praised by practically everyone for its success. In recent years it’s become more of a platform for businesses, politicians and celebrities, and not so much a place where people are engaging with ads. If you’re focus is business-to-business relationships this may be a platform to explore and test for generating leads or driving traffic from these audiences.

Need help with your digital marketing? Contact us today.