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.

Build brand new, short-form, mobile creative 

Whether it’s a carousel ad or a video ad, it has to be unique, designed for mobile, and reward people’s attention. Mark also suggests using mobile to echo the organic content people already like to consume.

Re-organize to test and measure ads on a weekly cycle, not every 6 months

You need to test and build quality creative on short notice. As Mark mentioned in the article, “mobile is evolving too quickly for a traditional, fragmented approach to work well”.  Having your creative and measurement streamlined with one provider is a great way to do that. Someone at the dealership might not have the time to whip up new creative on-demand but we have an entire team of experts that can take care of everything for you.

Don’t try to equate disparate platforms

Every mobile format has a different demographic with different expectations and behaviours, so it’s important that you design your creative based on the platform it is going to be viewed on. Mark explained this well when he said:

“a guaranteed 10 second ad break requires different creative than a video in a feed that may be seen for 6 seconds by the average person, but for 30 seconds by 10% of the audience. Facebook isn’t YouTube, YouTube isn’t Search, Search isn’t Snapchat“.

Measure results, not seconds 

It’s easy to get caught up in the amount of views or clicks. But remember, everything should revolve around your business goals and your bottom line. It can be tough to remember these kinds of campaigns take time to begin to generate results, but that’s why it is important to measure, track, and optimize. Traditional media seemed easier to advertise on because there really was no way of knowing how it was performing. Maybe a thousand people converted on your newspaper ad, maybe no one did, there is no way to know for certain.

Mark summed this up nicely by saying:

“it’s crucial to measure business value and results on a per-creative, per-platform, per-audience basis. An advertiser’s ability to measure the right things properly will be the biggest predictor of their mobile advertising success”.

If you would like to learn more about running kick ass mobile campaigns, drop us a line today!

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.

Videos are becoming an important form of expression and communication over social media. Gone are the days of long statuses or posts to express yourself. Individuals are now sharing short videos to convey a message. However, most people don’t want to hear what you have to say, they want to view it. To get your customer’s attention, make sure the message of your video can be expressed without sound. Use text or subtitles in your video to get the customer to focus on your ad for a few seconds.

“Thumb stopping” content is one of those buzzwords everyone is using. But how do you create content that will stop people from scrolling?

Two women sitting in a bar and staring at mobile phones - Girls watching a video online on portable device

People recognize pictures more than they recognize a wall of text. You may provide the best description of your business possible, but if you are not utilizing photos, or using very dull photos, no one is going to recognize your brand in the future. You need to also consider the age of your target demographic. Younger people tend to scroll through their feeds quickly, whereas older individuals tend to take their time. You should use interesting graphics to capture a younger audience, and consider using quality photos to keep an older audience interested in your post.

The quality of engagement on social media is no match to other platforms. Individuals are more attentive and more positive to their experiences on mobile versus other platforms such as television. Even though smartphone screens are smaller than a flat screen TV, individuals are more focused to the content on their phones due to less distractions around them.

It’s time to revamp your social media strategy and Strathcom Media can help! Reach out to our sales team today to get started.

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”