Brian Grassie. Robert Ferguson. Gordon Carslaw.
This week it's a paid search treasure trove! We hear from Brian on how Ad Relevancy is more important than ever to get the most out of your budget, Robert chats Google's new Accelerated Mobile Pages, while Gordon covers how mobile ads influence in store purchases. Perfect lunch break reading!
The One Where Ad Relevancy Delivered CPC Reductions of 66%
Early on in my career I received some advice from a manager who preached of the crucial differentiation between Cost Cutting and Cost Saving. Long story short, rather than cutting back on overtime and switching to ‘cheaper’ materials, the company focused on process improvement and reducing waste. In the long run this would see our products manufactured more efficiently, and with a reduced DPPM (Defective Parts Per Million) job profitability increased substantially.
The principle behind this translates directly into Digital Marketing, achieving more without increasing your budget. Here’s a little snapshot of how you can apply the approach to your Facebook campaigns.
Even if you are partnering with an agency to deliver your campaigns, you should play an active role in enhancing the relevancy of your activity. Facebook say ‘The more relevant an advert is to its audience, the better it's likely to perform’. Simply put, by providing your friendly marketeer with plenty of information about your target audience, they will be able to deliver ads to the users who are most likely to engage/convert. Facebook reward relevant ads with a lower cost per result, and this also increases your chance of being shown ahead of other advertisers. Make full use of the wide array of targeting options available on Facebook.
In a recent campaign we increased the ad relevance score from 6/10 (at the beginning of the campaign) to 9/10 (after optimisation). This saw CPC reduce by 66%, and ultimately the campaign was able to deliver a far greater volume of traffic for the same budget. Targeting was optimised through a variety of techniques, however close communication between client and agency undoubtedly boosted results. One aspect came from a call with the client leading to agreement on a minimum expected age for the target market. Age often forms part of the targeting for D2C campaigns, however it is less prominent when we receive briefs for B2B campaigns.
Is there a realistic age range you could implement on your next campaign? Check a breakdown of your previous campaigns to see which age groups performed best in terms of engagements/conversions.
As always Split Test to find the best combinations for targeting. This will give you the opportunity to experiment and continuously improve your results, aiming for proof of concept. And always ensure that the findings from your activity help inform future campaigns. Don’t reinvent the wheel each time. Creating a legacy of learnings can help your campaigns gain traction far quicker, and deliver valuable cost savings.
PPC & Digital Media Manager
Blast off with AMP for PPC landing pages
People have no attention span anymore. At least not when consuming content or shopping from mobile devices. Research from Google has quantified this idea into insomnia-inducing headline stats like “40% of shoppers will abandon a retail or travel site if it takes more than 3 seconds to load”.
It was this emerging truth in mind, that Google and other publishers like Facebook and Apple launched various tech standards over the past 2 years aimed at loading content on mobile devices as fast as possible.
SEO types will be familiar with the benefits that Google’s Accelerated Mobile Page (AMP) project can offer for boosting organic rankings, but organic is not the only channel driving mobile traffic, so could other channels make use of this technology?
Given that site experience makes up a large part of quality score calculations for AdWords keywords, using AMP technology to make pages load faster for mobile devices would seem to be a no-brainer for advertisers. Indeed, Wired magazine has seen a 25% increase in CTR since using AMP for its site content – imagine the difference a 25% increase in CTR would make to the quality scores in your AdWords account!
Another notable stat from Wired’s experience is the fact that they saw a 63% uplift in ad clicks on AMP content vs traditional HTML pages, suggesting that people are more willing to interact with elements of a page if the load times are reduced. This shows a direct benefit on return on ad spend from implementing AMP, as well as the CPC benefits that could come from quality score improvements.
Google revealed case studies from Boxed.com, Bodybuilding.com and Grand Luxury Hotels to Search Engine Land recently of how these advertisers were using AMP to increase speed of mobile landing pages for ads. The average reduction in page load time using AMP gave these three advertisers was 54%!
So what are the takeaways from all of this information for AdWords advertisers?
- Using AMP for mobile landing pages can reduce CPC by improving your keywords quality scores
- Having a faster load time for mobile devices with AMP content can boost sales for retailers or ad clicks for publishers
How is mobile impacting in-store purchases?
Yep, I know what you’re thinking, Mobile, Mobile and more Mobile. Bear with us though as it is rather important in 2017 and beyond. Why you ask? Well this week a new report has been released that suggests that customers are making their in-store buying decisions based on quick review of products on their mobile phones. This goes to show the increasing influence mobile has on the final purchase decision. However, word of mouth and advice from friends continue to trump mobile as the top influencer in the decision making process.
You may remember our SEO Marketing Executive, Joannie McLellan tell us the importance of Google Reviews for Local Businesses, well now we are seeing the importance of reviews again in terms of in-store purchases. In fact, reports show reviews impact purchasing decisions for over 93% of consumers. It also builds on why we should be considering mobile speed for those who may be searching for more information on products whilst in store. Our Proximity and Location Extension Display ads in terms of Local SEO briefs may be worth looking over too as research shows that mobile ads are outperforming brand information sources and social media and furthermore, the report highlights that 40% of past in-store purchasers recalled a mobile advert.
The President of Yieldbot who conducted the research, Chris Copeland, said the aim of the report was to get a better understanding of how mobile is influencing in-store behaviours. He said “Everyone knows that mobile devices are gaining in influence. We wanted to help brands quantify that influence and provide guidance on how they can be relevant to consumers before they buy in-store”. He went on further to say that relevancy was a key requirement when it came to consumer consideration before in-store purchases.
Another interesting stat from the report was that a third of all shoppers indicated they were open to outside influences in the buying process. 52% of millennials selected mobile ads as their first source for product information, 48% of them found mobile video ads as most value when making a decision.
These reports just strengthen the case why we should be reviewing website performance, especially from a mobile point of view. This should be done with a view to providing the best digital experience for customers on all devices and ensure they are satisfied at every touch point they have with the brand. This could be the deciding factor on whether they decide to convert or not.
For more information on the report you can find them here on The Drum here. If you wish to have a review of your site to see if you are offering the best digital experience possible just get in touch with us here. Until next week folks, have a great weekend!
Senior Digital Marketing Executive