Getting the Most From Facebook Lead Ads: Facebook Announces Lead Ad Improvements For Auto!

Do you remember your first version of Facebook? It might have looked a bit like this:

In the last few years, Facebook has evolved tremendously. Gone are the days where “pokes” were considered an acceptable means of initiating a conversation. Facebook has become a resource for people to connect and consume media. It has also become a predominate marketing platform. As such, its advertising platform has also evolved. One of the major developments in Facebook advertising was the introduction of Lead Ads.

Let’s Refresh – What are Lead Ads?

Continue reading “Getting the Most From Facebook Lead Ads: Facebook Announces Lead Ad Improvements For Auto!”

Mobile Advertising In Canada Going Into 2018

 

eMarketer.com recently published their report on Mobile Advertising in Canada and to no ones surprise, mobile is exploding. I wanted to condense and share some of the findings, but if you wanted to purchase the full report from eMarketer.com, you can find it here.

Before I get into the numbers, I wanted to give you an idea of what the end game for mobile is. Mobile has evolved to be a part of our lives; our phones are with us – for the most part – 100% of the time. Because of this, how much we use our phones to complete activities in our daily lives will only increase. It used to be just to make calls, then text as well, then email as well, then surf the internet on the early (crappy) mobile web browsers, then apps and so on. We even have the ability to track our health on our phone, and in a relatively short period, probably 10 years, when you go to the doctor’s office, you’ll just hand the doctor your phone, and it will have all your medical info and readings it has been taking since your last visit. Many companies are working on how the mobile phone will replace desktops, which – other than for work – have been declining in sales. Unless you need a desktop to run high powered programs like video/image editing or PC games, you’ll soon just have your phone and a couple monitors at home/work that you plug directly into.

 

Alright… onto the info:

Continue reading “Mobile Advertising In Canada Going Into 2018”

Are You CASL Compliant?

Important Update:

The Government has decided to suspend the implementation of the provision known as Private Right To Action.  This is the provision that would allow lawsuits to be filed against individuals and businesses for alleged violations.

Check out this government page for more information: https://www.canada.ca/en/innovation-science-economic-development/news/2017/06/government_of_canadasuspendslawsuitprovisioninanti-spamlegislati.html

The government will be reviewing this, but the rest of CASL is still moving forward July 1.

Continue reading “Are You CASL Compliant?”

A Vending Machine for Supercars?

The year is 2017, and seeing the advances technology has made over the past few decades, it’s hard to imagine where we might go from here.

For now, it appears we’ve reached a milestone. As far as vending machines go, this may be the greatest iteration. A Singapore dealer, Autobahn Motors, has created a 15-story vending machine – its sole purpose? Dispensing supercars. Continue reading “A Vending Machine for Supercars?”

HeroConf 2017: Recap On 3 Days Of Non-Stop PPC

T-Shirt from HeroConf 2017 that says PPC Nerd

From April 17th-20th, I had the opportunity to attend one of the largest gatherings of PPC nerds in North America: HeroConf 2017 hosted in Los Angeles.  This was my first PPC conference and I had no idea what to expect, but I couldn’t have felt more at home at the conference among other people who live and breathe PPC.

It was a busy week filled with learning, networking, and free drinks. Despite all the fun, I came home excited to share my new knowledge with the Strathcom team. Here are my key takeaways about what to expect in the world of PPC in the future.

 

It’s Time to Move on From Last Click Attribution

Attribution Modeling was one of the hottest topics discussed at HeroConf. Speakers from all industries agreed that it’s time to ditch the last click model, and focus on other touchpoints that lead to a conversion. However, there is no magical way of knowing which model is right for you. Speaker Jeff Greenfield of C3 Metrics discussed the importance of not waiting around for the perfect model, but to test and test again. The only way to prove the value of attribution models is to test until you become less wrong. Attribution modelling is extremely important in the automotive industry as we move away from the standard sales funnel, to a customer journey with multiple touchpoints. By ignoring the touchpoints a customer reaches today, we may never see them again for another 3 years.

Integrate Your Paid Social & Paid Search Strategies

Continue reading “HeroConf 2017: Recap On 3 Days Of Non-Stop PPC”

The Blurred Line Between TV and YouTube: what it means for advertisers

As more and more people turn to YouTube for their entertainment, it is getting more and more difficult to track exactly how many viewers a TV program gets. For example, I think everyone has watched – or at least heard about – Saturday Night Live’s skit in which Melissa McCarthy impersonates White House Press Secretary, Sean Spicer. We all know SNL airs on NBC on Saturday nights (duh), but is that when and where you watched it? Or did you watch it on YouTube?

Watching YouTube videos on smart TV with home media sharing technology.

In a recent Think with Google article, Google discussed how more viewers are watching TV programs on YouTube, and even casting what they are watching on YouTube to their televisions. According to their research, adults are 5x more likely to prefer online platforms over cable TV.

In another Think with Google article, they discussed how programs like ‘Carpool Karaoke’ on the Late Late Show with James Corden – despite being a successful TV program – frequently gets more views on YouTube than on TV.

“The blurred lines of video consumption have changed the way success of any TV show should be measured. That’s particularly true for us since we originally air after midnight. We’re in the relevance business. The first thing we do when we come in in the morning is look at how our videos performed on YouTube. Our executive producer, Ben Winston, says, ‘The overnight ratings just tell us who managed to stay awake past midnight. The YouTube numbers tell us which bits flew.’ I couldn’t agree more.

Case in point: Viewership of ‘Carpool Karaoke’ on YouTube regularly eclipses viewership on the show itself.”

So what does this mean for advertisers? It could mean that the money being spent on TV ads (about $72 billion last year) could be better suited for YouTube. This is one reason that YouTube is now rolling out a Web-TV service called YouTube TV. For just $35/month, customers can sign up for a package consisting of about 40 channels. It has also been speculated that YouTube TV will get about 2 minutes of ad time per hour to sell to advertisers.

It also means that Google’s targeting methods can now be utilized in the TV space, and Google can now sell their advertising in the network ad slots that would have typically gone to cable operators. But Google is insistent that they are not trying to take money away from TV, they just want to play in the TV space.

Will you sign up for YouTube TV if it comes to Canada? Will you be willing to spend $35/month? Let us know in the comment section!

A Future Without Passwords?

"My password 123456" written on a paper with marker.The idea may seem far-fetched, but Google has already begun testing an alternative to the traditional alpha-numeric password.

Imagine being able to unlock your devices, profiles, personal accounts and much more without ever having to touch a keyboard. As it stands, the average consumer now has an average of 100 passwords to remember, and this number is continually on the rise. Google began the project, “Abacus”, with the intention to develop new indicators for users to use as passwords.

Abacus plans to kill passwords off not with one “secure” replacement, but by mixing multiple weaker indicators into one solid piece of inventory which collectively work to prove your identity. Beyond the obvious biometric indicators, such as face shape, smile and voice recognition, the program also hopes to incorporate some lesser known measures of identification (the way you move, swipe the screen, and hold the device, for example).

As separate entities it would be foolish to rely on any of these factors as security measures, but when combined they collectively serve as a measure that is 10x more secure than a single fingerprint.

Soon these features will be made available to third parties for testing, and some Android devices will have this as a beta option by the end of the year!

The Top 10 Super Bowl 51 Commercials

friends watching football on TV

Super Bowl LI featured the most exciting 4th quarter in the history of football, Lady Gaga jumping off the roof of the arena, and some really great commercials.  USA Today has released the results of their annual ‘Ad Meter’, where people can rate the commercials that were aired during the big game.  Out of the top 10, 5 were vehicle commercials from Honda, Kia, Audi, Ford and Buick.  Check out the top 10 below:

#1 2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy

#2 All-New Honda CR-V 2017 Big Game Commercial – Yearbooks

#3 Audi #DriveProgress Big Game Commercial – “Daughter”

#4 Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

#5 Tide | Super Bowl Commercial 2017 with Terry Bradshaw

#6 Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams

#7 Big Game Commercial with Cam Newton & Miranda Kerr | Buick

#8 Super Bowl Baby Legends | Who’s Next? | Football is Family

#9 2017 Ford Go Further | Ford

#10 Inside These Lines

The Ford Bronco and Ranger Will Ride Again!

The Ford Motor Company announced on Monday at the Detroit Auto Show that the Ford Ranger will be returning again in 2019, followed by the Ford Bronco’s return in 2020.Ford Bronco Concept

Both of these models will be built at the Michigan Assembly Plant. The two models are expected to be built on a shared body-on-frame platform, which will create a midsize SUV and midsize pickup.  The Bronco has not been in production since 1996, while the Ranger is currently sold in other markets outside of the U.S. and Canada; we are likely to see the next generation of the model once it is available.

Ford Ranger ConceptFord has not speculated on technical details or images of the vehicles, yet, but they have suggested that the Bronco will offer some serious off road capability!

Ford is also planning to launch 13 new electric models by 2021, including hybrid models of the Mustang and the F-150.

Want to keep up-to-date with industry changes and insights? Subscribe to our newsletter!

 

How to Reach More Customers in January, According to Google

As we near the end of 2016 and the beginning of 2017, Google has shared 4 ways that you can optimize your online strategy this year according to their data.categories seeing higher traffic from Google in January 2016 than October 2015

Use click share to drive more engagement

We all know that, generally, the closer to the top position you are on Google, the higher engagement you will see from shoppers; especially on mobile. As shown in the chart below, for the Vehicles & Parts category you will need about a 15% click share to be competitive in reaching the top positions. How do you increase your click share? Increasing your bids as well as your ad relevance are good places to start.

Create a strategic seasonal campaign

Having a separate campaign for certain products at certain times (winter tires, for example) allows you be more flexible with your budgets for these products.

Use custom labels to create seasonal product groups

Use custom labels to create a segmented product group in your campaign for products like winter accessories for vehicles. This allows you to adjust your bids for winter accessories and to monitor your click share.

Remarket your products to previous shoppers

Remind your customers of the products they viewed in the holiday season but didn’t convert on – chances are they are still interested in finding the best deal!

For more information on how to optimize your site for the Google SERP, give us a shout or subscribe to our newsletter!

Autonomoose – Blackberrry’s self-driving car

Blackberry has just re-positioned themselves in the global marketplace. The longtime manufacturer of mobile phones is now shifting its focus and recently launched a new research center to develop self-driving cars.

autonomoose

Blackberry obtained the green light from Canadian authorities to test Ford’s Lincoln vehicles equipped with stand-alone driving software – a pilot project dubbed Autonomoose. Blackberry also signed an agreement to work directly with the automaker, which plans to launch their autonomous vehicles for car-sharing by 2021.

While Blackberry believes that it will take time for autonomous vehicles to be fully operational, this announcement demonstrates the appetite of computer giants to enter the automotive sector, as computer software and hardware are very likely to be key elements to the car of tomorrow. In fact, for many, this news may come as no surprise, as technology companies such as Google and Apple have already confirmed that they too are working on self-driving cars.

Luckily, the automobile division of Blackberry already boasts 400 employees, having already developed software currently embedded in vehicles. With safety and security at the forefront of self-driving car development, Blackberry’s high standard of security may give them a competitive advantage consumers seek. No matter the company, it’s great to see strides and significant financial contributions being made in the automotive space.

DriveTribe: A New Network for Auto Enthusiasts

Imagine a social platform, dedicated entirely to motoring; a digital media platform balancing enthusiast and professionally provided content. The idea is far from revolutionary, however, if accomplished on a large scale it will certainly play an influential role in the online advertising of vehicles.

DriveTribe

Never has a startup received such substantial backing from such reputable individuals in its early formation. DriveTribe has received funding from not only notable entrepreneurs but also has backing by the ex-Top Gear trio, Clarkson, May and Hammond.

“The site plans to build an engine to send content that will specifically target the disparate communities that make up car fans — from petrol heads to classic car aficionados. A versioning engine and multi-variate testing system will trial ‘hundreds of different versions’ of content on different segments of users, defined by age, gender, location and interests, with ‘optimal matches’ pushed directly to peoples’ social timelines through Facebook, Instagram, Twitter, Snapchat, etc. There will, of course, be iOS and Android apps, as well.”

After receiving my invite just prior to public launch, I spent some time poking around the app. What at first seemed to be little more than Instagram dedicated entirely to vehicles, soon led to a realization of the platforms marketing potential. Essentially, DriveTribe will allow a new sort of content targeting engine to emerge as individuals will be providing direct automotive related information. Information which will be aggregated much like Facebook and will allow automotive advertisers to target look-a-like crowds and distinct individuals according to group information and interests provided.

It seems fitting that this new site will segment users into separate tribes. As “Tribe” marketing has become a norm in the digital age, rapidly updated real time information provides the ability for advertisers to display highly pertinent ads to targeted online social communities.

A sleek red sports cardriving on an open road

To make money, the startup doesn’t plan to pursue traditional online display advertising. Instead, the object is to go after native advertising, or branded advertising, similar to what Vice Media does, said Mr. Schmitt.

“I think that is the way that advertising is going. I have a lot of car advertisers coming to us,” he said. “It allows them to target their advertising.”

To learn more about DriveTribe you can visit their website, and for more information on all things automotive marketing you can subscribe to our newsletter!

 

 

Black Friday Deals Increase Automotive Sales for November in the US & Canada

Black Friday SalesNow that a week has passed since Black Friday, the stats are rolling in.

The Black Friday deals were so successful this year that they actually increased automotive sales by 4% for the month in the U.S. This makes November, 2016 the highest on record with 1.38 million units sold, beating the previous 2001 record of 1.32 million according to Kelley Blue Book.

Since 2013, sales during the weekend after American Thanksgiving have been nearly double the sales during a typical November weekend, according to car shopping site Edmunds.com. Prior to 2013, automakers only saw a 39% increase in sales that weekend.

For November, some automakers said:
— General Motors sales rose 10%. Its Buick, GMC and Cadillac brands all saw double-digit percentage increases in sales, while Chevrolet sales were up 8%. Full-size SUVs were strong sellers; sales of the Cadillac Escalade were up 25% while sales of the Chevrolet Tahoe jumped 31%.
— Toyota Motor sales rose 4%. Luxury Lexus sales were down 1 percent but Toyota brand sales rose 5%. Toyota Highlander SUV sales jumped 67 percent
— Ford Motor sales rose 5%. Lincoln brand sales were up 19 percent thanks to the new Continental sedan and the redesigned MKX SUV. Sales of Ford’s best-seller, the F-Series pickup, were up 11 percent as the new F-250 and F-350 went on sale.
— Fiat Chrysler’s sales fell 14%. All brands saw double-digit percentage declines except Ram, which was up 12%
— Honda Motor sales rose 6.5%, a November record for the company. Luxury Acura sales dropped 5%, but Honda brand sales were up 8%. Honda’s best-seller, the Accord sedan, saw sales rise 6%.
— Nissan Motor sales were up 7.5%, which was also a November record. Nissan brand sales were up 8%, helped by strong sales of the newly redesigned Armada full-size SUV. Luxury Infiniti sales were up 4%.
— Hyundai Motor sales rose 4%, another November record. Sales of the Sonata and Elantra sedans fell, but the Santa Fe and Tucson SUVs both saw double-digit percentage gains.

Row of cars

This is only U.S. data, but November was a successful month for Canadian dealers as well. Toyota Canada has reported that their hybrids and trucks have set annual sales records, Kia Canada November sales are up 20.5%, and GMC and Ford both reported double-digit rises in Canadian sales.

Black Friday may have a bad rap in terms of large crowds and crazy customers, but it appears to be a very successful way to boost sales boost in the automotive industry!

Millennials’ Growing Purchasing Power

Good news for the auto industry!

Contrary to the popular belief that auto sales would dwindle with the rise of millennials, it turns out that they are actually longing for vehicle ownership. Turns out the selfie-generation is also the generation of self-transportation.

Happy millennials on vacation

Young people have moved beyond ride-sharing services. This is indicated in studies showing that companies like Uber and TappCar are used only for specific events and purposes, which suggests that ride-sharing services could become a means of replacing cabs, but not necessarily car ownership. In 2014, for the first time, millennials purchased more vehicles than generation X. As time goes on, we can expect further purchasing power from millennials to dictate automotive trends. In fact, the growing amount of choices in the sport-utility segment are a reflection of millennial trends.

You can read more about this study here!

Google and Facebook Ban Advertising from ‘Fake News’ Sites

Hot off the trails of the 2016 U.S. Presidential election, internet conglomerates like Twitter, Google and Facebook have decided to prevent websites that publish falsified content from utilizing their respective advertising networks. The decision came after the companies were criticized for allowing fake news and false advertising to spread throughout the internet without any credible fact checking.Twitter, Facebook and Google after the U.S. election

Facebook is used by over 1 billion users worldwide and has been considered a primary news source for many adults. This new policy only applies to advertising and does not affect content shared between users’ newsfeeds.

In the past, Google has implemented policies against false advertising and the spread of inaccurate media; for example, when Google restricted the advertising of counterfeit products and weight-loss pills.

The goal of Strathcom’s advertising efforts is to provide customers with a relevant and quality experience. We always strive to maintain optimal Google and Facebook advertising accounts.

Strathcom Media has been Chosen for the Kia Dealer Website Certification Program!


Kia Optima

All of us at Strathcom Media are extremely excited to be named a Preferred Website Vendor for the Kia Dealer Website Certification Program! Kia had great success in 2015/16 with the program and wants to work with only the best moving into 2016/17 to take the program to the next level.

How can a preferred partner help you with the Kia DWCP?

  • Preferred pricing on website products. Who doesn’t love a deal?  With three different website service levels you can select the product that meets your dealership’s needs.
  • We know what Kia is looking for and will ensure you get and maintain a high certification score.
  • Best in class insights and performance.

More specifically, how can Strathcom Media help you?

  • 19 years of experience and the Canadian automotive industry is all we do. We speak at every major automotive event, we train manufacturers, and we work with some of the largest automotive groups in the country. We have the expertise to help you succeed.
  • We are a Google Premier Partner and a Facebook Preferred Partner. This means we can provide you with a best-in-class online advertising solution.
  • World class website platform. Does your website have technology like Personalization, Geo-Fencing, Notepad, Silent Salesman, Inventory Management, Data Syndication and Dynamic Incentive tools? Ours do.

If you are looking for different results moving into 2017 give us a shout and let us show you what we can do differently.

Google’s Possum Update

Google's Possum UpdateHow significantly did the Possum update impact local search results in Google?

From the perspective of the local SEO results, Google’s most recent update was substantial.

Some major changes resulting from this update are:

1.  City Limits:
If a company’s brick and mortar location exists outside city limits, but most of its clients are within that city, it’s quite likely that search results have not been helpful to these businesses in the past. However, with the recent Possum Update, these issues have seemingly been fixed as city limits are playing a less prominent role in SERP. It is not yet confirmed whether or not Google Maps was given an update to accommodate this or if the search algorithm was tweaked. However, we do know progress is being seen.

2. Address Affiliation Filter:
In the past, the local algorithm filtered out local profiles that shared either a phone number or domain in order to weed out duplicates. In order for businesses to avoid being filtered out by Google in a situation like this, companies should provide a business license to Google, particularly if listings are negatively affecting their website rankings. This will distinguish the listing/domain from another business with the same address.

3. Location:
The new algorithm update is using IP address locations to ensure more detailed local results to nearby users. Further, Google has dedicated larger emphasis to location, which translates to the searcher’s location settings playing an increasingly large role in displaying and ranking which adds are viewable from which location.

For further information regarding Google’s Possum update, check out the link below!

http://searchengineland.com/everything-need-know-googles-possum-algorithm-update-258900

 

Play Games, Heal Kids: Strathcom Participates in Extra Life

Extra Life

On November 5th, we locked ourselves in the office to play video games non-stop for 25 hours (THANKS Daylight Savings).

Why?

To raise money for the Stollery of course!

This was our 5th year participating in Extra Life – an organization that consists of gamers doing what they do best to help sick and injured children at their chosen Children’s Miracle Network Hospital. Players commit to play games for 24 hours, and they ask family and friends to support their efforts by donating or spreading the word!

So far, the Strathcom Team has raised $2,875 dollars (we are still tallying cash donations as well as funds raised from our bottle drive). If you would like to donate, you can follow the link below; any donation over $25 gets a tax receipt!

http://www.extra-life.org/index.cfm?fuseaction=donorDrive.teamParticipants&teamID=29617

Worldwide Digital and Mobile Ad Spending is on the Rise!

After eMarketer’s latest update to their 2015-2020 forecast, the key points put focus on the growing spend and digital and mobile’s impact.

They are now predicting that ad spend is going to rise faster than previously expected. Having grown to $550.51 billion, global ad spend saw an increase of 7.2% in 2016. Digital ad spend is set to climb 20.3% to 194.60 billion for 2016. The increased jump is due to the recent Summer Olympics in Rio followed by the US presidential election.

From 2015 to 2020 ad spend growth is expected to maintain between 5% and 9% increase per year. eMarkerter also expects that by 2020 $724.06 billion will be invested in advertising.

Consider how to target the mobile market

Continue reading “Worldwide Digital and Mobile Ad Spending is on the Rise!”

Click-to-Message Ads: Starting Conversations Even Quicker

The latest and greatest from Google AdWords: Click-to-message ads.

Earlier this year, Google announced a new beta that would allow advertisers to augment their search ads with an SMS feature so customers could send the business a text message. With Google Consumer Surveys reporting that 65% of customers would rather learn more about a product or service through a message, it was only a matter of time before such an extension was developed. After a couple of months of successful testing, Google is now rolling out click-to-message ads out globally.

So how do these click-to-message ads look? Google played around with a couple different layouts throughout the beta testing and promises to keep testing different layouts, but it looks like the final layout has the feature sit at the bottom the ad, accompanied with a custom call-to-action.

Click to Message Image

When a customer taps the message icon on their phone, the texting feature of their phone is opened with a pre-populated message (as set by the advertiser) to help streamline conversations even further for the customer. For those who are looking to send a more creative message, the customer will also have the opportunity to edit the message before sending it off.

Be sure you are catering to your mobile customers and take advantage of this stellar feature today. Stay tuned for some best practices and initial performance highlights!