New Medium, New Rules

In a recent Facebook blog, Mark Rabkin, the VP of Core Ads at Facebookdiscussed everyone’s favourite media platform: smartphones. He mentions in the article that just as televisions were not just a modern version of the radio, smartphones are not just tiny televisions. TV was revolutionary because it gave every household a screen, smartphones give every person a screen, on their person, at all times.

This constant access to content means that advertisers have to create attention-grabbing, thumb-stopping content in order to capture and hold the small amount of attention consumers have. In fact, Facebook studied the Facebook activity of 537 participants as they watched the season premiere of a popular TV show. They found that during every commercial break, their Facebook activity rose.

Participant's activity on Facebook rose during comercial break
Rabkin, M. (2017, June, 8). New Medium, New Rules: Video Advertising in the Mobile Age

When it comes to advertising, Facebook clearly knows what they’re doing. Here are the best practices of some of Facebook’s top advertisers: Nestle, AirBnb, and Ubisoft. Continue reading “New Medium, New Rules”

Social Advertising in a Mobile First World

mobile devicesThe mobile consumer experience is rapidly changing. Consumers are checking their favorite social media platforms on their smartphones when they wake up, and before they go to bed. At this point, it is no secret that your business needs to be reaching customers on social media. How does your business stand out from the other content your customers are consuming daily? The optimal consumer experience consists of three things: using the power of videos, content consumption, and the quality of engagement. Continue reading “Social Advertising in a Mobile First World”

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!”

Cross-Device Remarketing, Finally!

Advertising has come a long way since the days of Madison Avenue executives, in their glass towers coming up with the next great marketing campaign.
madmen
We are able to target people based on age, gender, location, interest, if they are in the market to buy your product, and so much more. Remarketing (showing ads to someone that has previously visited your site but has not converted) is one of the coolest targeting methods, but for a long time there has been something us advertisers have been waiting for… cross-device retargeting.
Cross-device remarketing has been on our wish-list since 2013, and it’s crazy to think it has taken this long for Google to enable it.

Why is cross-device remarketing important?

To try and put this in perspective, let me ask you a question. How many devices do you use a day? 2… 3…? I personally use 5:
• Work Laptop
• Home Laptop
• Mobile Phone
• Tablet
• Apple TV

And according to Google, this is standard for the average person.

Up until now, if you wanted to remarket to someone like me, you had to do it separately for mobile and for desktop, which makes it tougher to keep your story consistent; and because most online conversions start on one device and end on another (60%), telling a single story, with consistent and linear branding to your audience, is essential. This is now possible with cross-device remarketing, where – in an advertising sense – you are able to view someone as a single person, instead of Person A on mobile an Person A on desktop.

This also give us greater control with how often those potential customers see your message, as we can cap the frequency your ads are shown overall to that person, instead of separately on mobile and desktop, which had the possibility to show your ads too often.
A user has to be signed into their Google account for this to work, but considering Google now has over 1 billion monthly active users, that is a big pool for you to pull from.

Want to start cross-device remarketing or have questions? Feel free to reach out to info@strathcom.com.

Automotive Marketing: 4 Strategies to Drive Leads on Mobile

The shift to mobile is happening and there is no doubt that consumers are making most of their purchasing decisions based on searches from their mobile device. According to a U.S. study, 4 out of 5 car shoppers use their phones in the purchasing process, and 63% of shoppers are still shopping on mobile while at a dealership. With 86% of consumer research being done online, how does your dealership stand out in a mobile-driven world? Here are some mobile-driven strategies to help your dealership win mobile moments.mobile

1.    Calls are the Most Important Conversions

Before shoppers visit a dealership in-person, they’re likely going to make a phone call instead of using email, chat, text, or social media. 60% of car shoppers would use a “call” button if it were available in a search ad. Call extensions should be a standard feature to your mobile ads, but making sure your call extensions are running during your operating hours, and are tracking Call Forwarding numbers will drive your dealership phone leads.

Optimizing your mobile site to allow phone calls can also increase your dealership’s mobile performance. If you are only tracking form completions from your mobile site, you could be missing half of your website conversions.

2.    Target Automotive Keyword Trends with Mobile Ads

Thanks to search term reports, marketers have easy access to the search terms that are rising in the mobile landscape. Since 2015, there have been two keyword trends that are increasing in popularity in mobile auctions:

  1. Price Searches: more shoppers are searching for the prices of their vehicle of interest on mobile. By targeting “MSRP” and price keywords, you can help shoppers make quick decisions regarding the vehicle they’d like to purchase.
  2. Near Me Searches: 80% of searches for “car dealership near me” were made on mobile. By enabling location extensions, you can appear on the top results for shoppers looking for the nearest location to them.

3.    Target On-the-Lot Shoppers

Shoppers carry their mobile phones everywhere they go. Even once a shopper arrives at the lot, they are still comparing price and inventory with other local dealerships. Here are the strategies you should use to target on-the-lot shoppers:

  • Run geotargeted ads for your dealership, and your competitors
  • Use ad copy emphasizing savings and inventory
  • Include call extensions so customers can quickly connect with your team

4.    The Power of Facebook

Canadians spend one out of every four minutes of their time spent on mobile surfing Facebook and Instagram. Facebook is effective in the consideration phase of the customer journey since targeting includes options such as vehicles of interest, current vehicle, life events, and many more. Utilize Facebook ad formats and targeting to reach your customers where they are the most.

Mobile marketing can provide your dealership with plenty of strategies to drive sales offline. Don’t let your dealership fall behind on the shift and contact the experts at Strathcom Media at 1 (888) 914-1444.

Facebook Is A Must-Have Advertising Platform

In March 2016, Google came out with a case study that highlights how the modern car buying process predominantly involves digital interactions, 71% of which occurred on mobile devices. In November 2015 they stated that 1 in 4 car buyers turned to mobile every day to do research on vehicles prior to purchasing. Google’s 5 big moments should be something all digital marketers think about, which is why I think Facebook is an advertising platform that will strengthen any marketing efforts if executed properly.

Facebook advertising can help you generate more credible leads.Facebook has over 1.65 billion monthly Facebook users1 and that number grows each year. On average, users spend approximately 20 minutes on each Facebook session2. In Canada, about 21 million people are on Facebook and about 16 million of those users are on Facebook every day. Just the sheer amount of daily users should be enough to consider advertising on Facebook, and we haven’t even gone into the features and tools that help you get more leads and engage potential and past customers. Not to mention, you’ve probably heard more than once that everyone is always on their phone. Well, 1 out of every 4 minutes spent on mobile is spent on Facebook and/or Instagram.

Connect with potential customers via Facebook and InstagramIf you want to compete and get ahead of your competitors you should be where people spend their time – Facebook. Not only will people be familiar with your brand, but the people who are truly interested in purchasing will interact with you on Facebook. How, you ask?

  • Your ads can generate website or page traffic which can result in a lead.
  • Competing to engage with people interested in makes or models outside of your own.
  • Facebook allows users to fill out a form directly on the app or website.

The third point should stand out the most. Facebook has lead ads that allow users to fill out a form quickly through Facebook. You don’t even need to worry about a form being too long. Facebook pre-populates their info reducing the time it takes a user to fill out a form. Which means you get all the information you need to get more qualified leads.

Want the best strategies and optimizations for Facebook and Google? Contact one of our Strathcom Online Marketers to learn more.

Statista
Fast Company

How Mobile-Friendly Are Your Ads?

Mobile search has become a way of life for consumers. In fact, Google proclaimed that 2015 was the first year that saw more searches being done on mobile devices than on desktops and laptops combined. Not surprisingly, more and more people conduct their research online before making a purchase, and automotive customers are no different. Buyers are now Googling vehicle brands, reading reviews, comparing models, and visiting dealership websites before finally deciding on which vehicles they’re interested in and where they will be purchased.

Customers are spending more and more time on their smartphones

Continue reading “How Mobile-Friendly Are Your Ads?”

The Importance of Top Positions on Mobile

 

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Do you like this Google search situation for your ads?

You should. Unlike with desktop, where you have 4 “on the top” search positions available to you, with mobile devices, you have only 2 positions (3, if you’re lucky). If you aren’t in the top positions, you’re missing out on big opportunities. Your mobile presence is important.

When you’re not in the top positions for mobile, you’re like a store in a strip mall, with an Open sign in the window–but you’ve placed the front door in the back.

Now that is just traffic that we’re referring to; you could be missing out on other opportunities as well. Being in the top positions means you get to leverage your ad extensions. If you’re not there, you may as well own a store, but have no showroom.

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Being in these top positions also puts you in an influential position. When you’re there, if there’s room for another ad, Google can decide to throw in a third sponsored ad. And if you and the other advertiser take the top positions, there’s a unique opportunity. When we add ad extensions (which perform well), Google will push out a third position, expanding your ad real estate. What’s the point? A higher click-through rate. More clicks means more traffic. More traffic means more opportunities for leads.

Finding the Difference Between Mobile and Desktop Visitors

Since Google has announced the types of online moments most relevant to a customer, we need to understand what our market is doing on our websites. The sooner we can deliver the information they want, the more useful we become to our users. One of the ways to identify these online moments is to dive into Google Analytics.

mobile users

Here’s a case for leveraging Google Analytics:

In an initial look at one of our clients, we found that one of the differences between mobile users and desktop users was  page views on certain pages.

What else did we find?

A lack of page views and a higher bounce rate on mobile for the Build and Price page and the Our Dealership/About Us page.

What does it mean?

If clicks could vote, they wouldn’t vote for those pages. It’s not that users don’t care about those pages, it’s just that they’re browsing with a different intent than if they were on desktop. So where did these users go? Most mobile users ended up exiting the website on inventory pages. They found the information they wanted, then left.

This means we should cater to what mobile users want and don’t want. Knowing this information, we’re not going to create sitelinks or set landing pages for content which isn’t useful or relevant to mobile users. Doing that doesn’t help the client.

Mobile optimization requires a different perspective and approach, and Google provides the tools needed to make decisions for mobile optimizations. The analysts at Strathcom can identify those optimizations which benefit Paid-Search performance and your company’s objectives and goals.

Conquering Mobile Conversions Part 1: The Moments That Matter

Going into 2016, Google reported some big changes in the way consumers are researching and purchasing online. Google has reported that 86% of research is done on mobile, and 52% of these searches are done during work hours. It’s pretty clear we are shifting to a mobile driven world, when we consider these additional stats: we are checking our phones 150 times, and spending 177 minutes on our phones a day.

Customers are spending more and more time on their smartphones

Continue reading “Conquering Mobile Conversions Part 1: The Moments That Matter”

"Mobile-Friendly": Does Your Site Have This Important New Badge from Google?

With Canadians picking up tablets and mobile phones in droves to do everything from find a restaurant to buy a car, the online landscape has seen major changes. Google has been there every step of the way to guide this great migration from desktop to hand-held.

Now they’ve once again updated their SERPs (Search Engine Results Pages) to make it easier for users to find the best mobile experiences possible. Their most recent innovation? The “Mobile-friendly” label.

 

Now available on a search engine near you!

“Mobile-friendly” labels make it as plain as possible for users to identify within search results which sites have been responsively designed for ease of use on mobile devices. When faced with a results page, you should now be able to recognize at a glance which websites will make for a more fluid and frustration-free experience.

Here’s a glimpse of what mobile users will see.

 

 

Google determines if a website is mobile-friendly through a number of parameters, the three most important being…

1. Whether a user needs to zoom in to see content

Having lots of content is most often a good thing for your organic rankings. Just make sure that it shows up legibly on the small screen, including your image files. Even with today’s newest generation of big battery, tablet-esque smart phones, people can only squint for so long before they’ll move on in frustration. Find the happy medium between condensed and readable.

 

2. Whether links and objects are placed far enough apart that a user won’t mistakenly click the wrong thing

You shouldn’t need to combine maximum zooming in and the finest point of your fingertip to ensure you access the right link or entry field. Make sure that page design is thoughtfully executed, or prepare to be overlooked by Google.

 

3. Whether the site uses common software normally found on mobile devices

A dazzling image or a video with a high production valuable are meaningless to your mobile customers if your content relies on software that is unsupported or incompatible with their smart phones or tablets. Unplayable content can arise from many different reasons: unsupported Flash players, license constraints, out-of-date program files. Be sure to test each of your pages and media files on multiple mobile devices before launching any new pages.

 

Why does this matter for your dealership?

Unless you want to annoy or alienate a good part of your customer base, you should already have a responsive website. Make your first impressions count. “Mobile-Friendly” is your chance to do just that.

Imagine this: Someone searches on their tablet for “GMC Sierra in Edmonton,” or “Toronto Toyota Corolla.” Two nearby dealerships appear prominently in the SERPs. One has the “Mobile-Friendly” tag tucked under its site link, but the other doesn’t. Who do you think will get the first shot at that new lead?

It’s promotion for your dealership that isn’t self-promotion!

 

Find out in seconds whether your website passes the test

You can test your website with Google’s Mobile-Friendly Test. If you currently have a website with Strathcom Media, you are already covered and will see the “Mobile-friendly” label appear in the search results. If not, give the professionals at Strathcom a call at 1 (888) 914-1444, or email us at info@strathcom.com.