Category: Blog

What are the 6 Campaign Objectives in Google Ads?

Post author By The Comma Creative
Post date 2021-09-01

Google Ads offers a range of campaign objectives, each designed to meet specific advertising goals and target audience behaviours. These objectives provide advertisers with a framework for optimising their ad campaigns and achieving desired outcomes. In this comprehensive guide, we will delve deeper into each of the six campaign objectives in Google Ads and explore how they work.

1. Sales

The “Sales” campaign objective is particularly crucial for e-commerce businesses focused on driving online purchases. This objective allows advertisers to track and optimize their ad campaigns based on the key metric of website purchases. When selecting the “Sales” objective, advertisers have access to a variety of Google Ads campaign types, including Search, Display, Shopping, Video, Smart, and Discovery.

Key Metrics for Sales Campaigns:

Website purchases
Conversion rate
Return on ad spend (ROAS)
Revenue generated

Optimization Strategy: Advertisers using the “Sales” objective aim to maximise online sales. They often focus on optimising ad copy, landing pages, and bidding strategies to drive conversions and increase revenue. Tracking conversions through Google Analytics is essential for measuring campaign success accurately.

2. Leads

The “Leads” campaign objective is suitable for businesses that rely on generating leads rather than direct online sales. This objective is centred around tracking user behaviours such as phone calls, requests for directions, and form submissions. Advertisers can leverage the “Leads” objective across various Google Ads campaign types, including Search, Display, Shopping, Video, Smart, and Discovery.
Key Metrics for Leads Campaigns:

Phone call leads
Form submissions
Directions requests
Conversion rate
Cost per lead

Optimization Strategy: Advertisers focusing on generating leads aim to drive inquiries and interactions with their business. Strategies may involve optimising ad extensions, call-to-action buttons, and landing pages to encourage lead generation activities.

3. Website Traffic

The “Website Traffic” campaign objective aims to maximise the number of visitors to a website. Advertisers using this objective track metrics such as ad clicks and the successful loading of landing pages. While it is not limited to a specific campaign type, the “Traffic” objective does not include the Smart campaign.
Key Metrics for Website Traffic Campaigns:

Click-through rate (CTR)
Ad clicks
Landing page views
Bounce rate
Average session duration

Optimization Strategy: Advertisers seeking to increase website traffic focus on creating compelling ad creatives, optimising ad targeting, and improving the user experience on their landing pages. High-quality content and relevant keywords are essential for attracting visitors.

4. Product and Brand Consideration

The “Product and Brand Consideration” campaign objective is designed to build awareness of a specific product or brand. This objective tracks ad clicks and the time spent on the landing page to gauge user engagement. Advertisers can choose from two campaign types: Display and Video.
Key Metrics for Product and Brand Consideration Campaigns:

Ad clicks
Landing page engagement (time spent)
Impressions
Click-through rate (CTR)

Optimization Strategy: Advertisers aim to create engaging and informative ads that capture the audience’s attention and encourage them to explore product or brand offerings further. Storytelling and educational content can be effective strategies.

5. Brand Awareness and Reach

The “Brand Awareness and Reach” objective shares similarities with “Product and Brand Consideration” but places greater emphasis on the duration for which ads are viewed. This objective also offers the Display and Video campaign types.
Key Metrics for Brand Awareness and Reach Campaigns:

Impressions
Reach (number of unique users)
Viewability
Ad view duration

Optimization Strategy: Advertisers focus on maximising the exposure of their brand or message, often using compelling visuals and storytelling to leave a lasting impression on viewers. Monitoring ad viewability and reach is critical for assessing campaign effectiveness.

6. App Promotion

The “App Promotion” campaign objective is specifically designed to drive mobile application downloads from platforms like Google Play Store and Apple App Store. Advertisers using this objective track app downloads as the primary action.
Key Metrics for App Promotion Campaigns:

App downloads
Cost per download (CPD)
Conversion rate
Click-through rate (CTR)

Optimization Strategy: Advertisers aim to incentivize users to download their mobile apps by highlighting unique features, benefits, or promotions. Ad creatives often include compelling visuals and clear calls-to-action to encourage downloads.

Summary

Google Ads offers a diverse range of campaign objectives, each tailored to specific advertising goals and user behaviours. Selecting the right campaign objective is crucial for achieving desired outcomes and maximising the effectiveness of your ad campaigns. Whether your goal is to drive sales, generate leads, increase website traffic, promote products or brands, enhance brand awareness, or encourage app downloads, Google Ads provides the tools and campaign types necessary to help you achieve success in your online advertising efforts.

Tags Digital Advertising, Search Engine Marketing

Blog Social Media Social Media Advertising

What Agencies Won’t Tell You About Social Media Advertising?

Post author By The Comma Creative
Post date 2021-09-01

You can do so much more than showing your post to more audiences and get more exposure.

Introduction to Social Media Advertising

Social media advertising, also referred as social media marketing (SMM), are one of the most straightforward marketing tools for small businesses and start-ups to get hold of.

While social media ads are often being compared to search engine ads, we see them differently.

We often use social media ads before Google Ads for new businesses or those without a substantial online presence. Social media ads are more similar to traditional marketing which repeatedly broadcast your brand and products to the public. These messages will create brand awareness amongst those who have seen the ads.

As the brand becomes more well known, Google Ads is the harvester that we use. Search engine ads can collect those audiences who are actively searching for a relevant result.

If we are putting social media ads onto the customer-based brand equity model, social media ads are the bottom two levels – brand identity and brand meaning – that build a brand before customers are willing to interact with a brand.

Misconceptions to Social Media Advertising (or Digital Marketing in general)

The ultimate goal of all marketing and advertising campaigns is to increase sales. However, the time required to reach a significant difference in conversion is not as instant as it seems.

We often regard this issue to the “instant” nature of our lives currently. Because our computers, the Internet and our lives generally are more convenient than before, most of us are used to the culture of instant gratification that extends to the expectation in influences of digital marketing.

Yet, the building and maintenance of a brand is never an overnight wonder. It requires long-term dedication before a significant change can be seen. And this seemingly old school understanding of perseverance is a characteristic that is much needed in digital marketing.

The effects of social media advertising require time to be seen and more effort to maintain. One example that marketing schools and myself love to use is Coca-Cola. The iconic brand stood firm over the decades because of its branding, not because of innovative products. Coca-Cola was not conservative on any marketing, spending up to 60% of its revenue on marketing to maintain its brand awareness.,

So, what didn’t other agencies tell you?

Over our time in the industry, we have clients that previously worked with other digital marketing companies. And we have very mixed feedback from them in understanding social media advertisements.

Benefits that they can bring

To describe some of those, we would love to use an Aussie word: “dodgy”.

Because of the general lack of understanding in digital marketing, some agencies take advantage of such to promote their business. One of such is making false claims.

Some agencies will say that they can double your sales with social media adverts. While this sounds appealing, it is not a reasonable claim in most cases.

The general lack of digital marketing facts forces most digital marketers to continually test and trial for an optimised marketing campaign. And these come down to the variables in a scientific experiment:

Independent variables
Dependent variables
Controlled variables

The independent variables in social media advertisements are our copywriting, images and videos. And the dependent variables are the ad’s responses, including impressions, likes, comments and other engagements.

On the other hand, sales are mostly referred to as “conversions” in social media advertisements. However, conversions are often not direct from social media advertisements that are not dependent on the ad.

Making claims on something that is not directly related to a campaign is not a fraud, but definitely, an action that requires more research and understanding of social media advertising and their abilities.

More often than not, these claims are used as bait for customers. Concluding the experiences of our clients, we have not seen many successful cases in reaching their claims.

Use of advertisement budget

It is undeniable that advertising needs money. But, most of the time, is your money being used in the right place?

Yes, the fees you are paying to the agencies shall include their working hours and the expertise and experience. But it does not mean that you have to spend huge sums.

Social media advertisements are so beloved by marketers, mostly because of its ability to dial down to a particular demographic group. Such allows some of the most effective uses of marketing budgets that the world has ever seen.

For example, selling baby formula for different ages is more accurate with social media ads. These platforms can help marketers match individual advertisements to new parents, parents with older kids, or even couples expecting a newborn.

The marketers’ expertise and experience can help pinpoint the best audience for your social media ads that maximise your advertising budget’s effectiveness.

Some agencies without the knowledge will spend a huge budget to maximise reach and impression of the ads. With a highly extended reach, more exposure can lead to more conversion. But it also means your advertising budget is not generating the performance that you should be expecting.

Remarketing

Remarketing is a relatively new concept to advertising benefitted by the trail of data we left.

A common case that you will experience remarketing is when you visit a website recently, you will soon begin to notice advertisements from that particular brand.

Remarketing is an excellent marketing method as those who see a retargeted ad are 43% more likely to become a conversion (or sales for easier understanding).

Yet, retargeting is neither simple to set up nor easy to execute. And most agencies will not mention remarketing in most times.

Valuable statistics for your business

Your social media advertisements’ traffic and impression can often provide insightful statistics for your business in both online and offline performance.

Some of those statistics include:

Age
Gender
Location
Interest
Affinity to other markets
In-market
Operating System

While the source of these statistics is limited to your online audience, the numbers still served as significant references to your brand’s performance and offered insights to new business opportunities.

With the use of insights tools in social media and website tags, like Google Tag and Facebook Pixel, these statistics should be readily available to social media agencies. However, it is totally up to their willingness to share with their clients and enjoy a better success for both parties.

How to choose your next social media advertising agency?

Honesty and trustworthiness should be the most sought after characteristics when you look for your next social media agency.

These characteristics are a great foundation of the relationship with the agency and the credibility of the agency.

While significant growth should not be expected within a year, you should be able to see some changes in three months. If no positive change was seen, or even showing negative issues, it is best to find another agency.

Most of the time, agencies should not be hesitant in sharing statistics to you as those are data specifically from your business. And administrator access to your social media page should also be welcomed by the agency.

Even if you do not know how to read such statistics or use a business social media account, you shall still access those aspects.

Still, looking for a social media marketing agency? The Comma Creative is here to help.

Tags Digital Advertising, Digital Marketing, Social Media

Blog Branding Lead Generation Search Engine Advertising Search Engine Optimisation Social Media

As a Local Business, How to Get Found Easier?

Post author By The Comma Creative
Post date 2021-09-01

A key characteristic of physical businesses is its reach, or the lack of it. The nature of requiring customers to visit a place to purchase products or receive services places a geographical boundary on the potential customer base of a local business. The rise of search engines allows customers to find local business easier, and provides local businesses a different way to get the words out. For instance, when finding a place for dinner, it is common to see people searching “restaurants near me” or “Chinese restaurants nearby”.

Restaurants are only one of the examples that can be benefitted by this searching behaviour. A method, known as “local SEO”, improves search engine ranking in the local area of the business to increase exposure and potentially gain more customers. Unlike short term advertising campaigns, such as Instagram ads or billboards, local SEO is a long term marketing investment that supports your other promotion channels.

Aspects of Local SEO

Local SEO is an essential strategy for businesses looking to attract customers in their geographic area. It encompasses various aspects of digital marketing to create a comprehensive campaign that enhances visibility and encourages purchase consideration. Here’s a deeper look into the facets of Local SEO:

Google My Business

GMB stands as a cornerstone of local SEO, offering a platform for businesses to present crucial information directly in search results. It’s the primary tool for users to find a business’s location, hours, services, and more. Optimizing your GMB profile involves regular updates such as adjusting business hours during public holidays, providing appointment links, and actively responding to customer reviews. These actions not only signal that your business is operational but also show attentiveness to customer needs. As a critical touchpoint for potential customers to learn about your business, a well-maintained GMB profile can significantly boost consumer confidence and drive foot traffic.

Online Reviews

Online reviews play a crucial role in shaping the reputation and success of businesses in the digital age. They serve as a key component of holistic public relations management, influencing potential customers’ perceptions and decisions. With the internet being the first stop for many customers seeking to learn about a business, managing online reviews across various platforms is essential for maintaining a positive online presence.

Google Reviews: These are among the most visible and influential for customers searching for information about your business. Google’s algorithms prioritize displaying highly regarded reviews, making it imperative for businesses to actively manage their online reputation on this platform. Responding to negative reviews in a timely and constructive manner is crucial to mitigating their impact and demonstrating to potential customers that your business values feedback and strives to improve.

Other Review Platforms: Depending on the nature of the business, reviews on other platforms like Zomato (for restaurants), Yelp, TripAdvisor, or Yellowpages can also significantly influence your online reputation. While these reviews might be less visible compared to those on Google, they still contribute to the overall perception of your business. Actively monitoring and managing reviews across these platforms ensures a consistent and positive online presence.

Social Media Profiles

The role of social media in the contemporary customer journey cannot be overstated. Many customers now look to social media platforms to gauge a business’s reputation and quality before deciding to visit or make a purchase. Platforms like Facebook, Instagram, and Twitter have become integral to local SEO strategies, not only for their potential to reach a wide audience but also because they offer customers a platform to share their experiences and reviews. Engaging with customers on social media, whether by responding to reviews, comments, or messages, is vital for fostering a positive online reputation and building trust with your audience.

While Google said that it does not take social media links as backlinks for SEO, the content available about an address and a business also demonstrates the business’s trustworthiness to Google. This trustworthiness, eventually, will positively influence search engine performance.

Schema Integration

Schema integration, or the use of structured data, is a powerful SEO strategy that enhances a website’s visibility and clarity for search engines. By implementing Schema markup, businesses can organize and present their information in a way that is easily and rapidly comprehensible to search engines. This method not only facilitates a better understanding of the business details but also significantly improves the way this information is displayed in search results.

Structured data for a local business can encompass a wide range of information. At its core, it includes basic details such as the business name, address, and contact information. However, Schema markup allows for the inclusion of much more nuanced details, such as:

Customer reviews and ratings, which can enhance trust and credibility directly within search results.
Business hours, including special hours for holidays or events, ensuring customers have accurate, up-to-date information.
Social media profiles, which provide additional avenues for customer engagement and verification of the business’s online presence.
Alternative names or aliases the business may be known under, improving brand recognition and searchability.

By embedding this structured data into a website’s HTML, businesses enable search engines to validate the accuracy of their information more effectively. This not only aids in improving the accuracy of search results but also allows for the presentation of richer information directly in the search engine results pages (SERPs). Enhanced listings, such as rich snippets, knowledge graphs, or local pack listings, make a business more visible and appealing to potential customers, often leading to improved click-through rates and brand consideration.

Furthermore, Schema markup can significantly impact local SEO by ensuring that a business’s details are consistently and correctly represented across the web. This consistency helps in building a strong local presence, making it easier for customers to find and choose a business when searching for local services or products.

Schema integration is a crucial component of a comprehensive SEO strategy, particularly for local businesses. By providing search engines with structured, detailed information about a business, companies can improve their search visibility, enhance the user experience for potential customers, and ultimately encourage greater brand consideration and interaction.

Building Content for your Business

Building content for your business is a critical strategy in today’s digital marketing landscape, where informed customers often research extensively online before making a purchase decision. This strategy, known as content marketing, involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, ultimately aiming to drive profitable customer action.

Importance of Content Marketing

Content marketing stands out as a vital tool for businesses looking to improve conversion rates. It leverages various forms of content, including search engine optimized articles, engaging social media posts, informative reviews, and helpful Q&A segments, to educate and influence potential customers at different stages of their buying journey.

Strategies for Effective Content Marketing:

Search Engine Optimization (SEO): Creating content that is optimized for search engines is crucial. It involves using targeted keywords, crafting informative and valuable content, and ensuring your website is structured in a way that search engines can easily crawl and index. SEO helps improve your site’s visibility in search results, making it more likely for potential customers to find your business.

Social Media Engagement: Social media platforms offer a powerful medium for sharing content and engaging with your audience. Regular posts, stories, and updates can help keep your brand top-of-mind, while also providing a platform for sharing customer testimonials, reviews, and user-generated content that can enhance your brand’s credibility.

Quality and Informative Content: The core of content marketing is the quality of the content itself. Whether it’s articles, blog posts, videos, or infographics, your content should provide value to your audience, answering their questions, solving their problems, and offering insights that are relevant to their interests and needs.

Customer Reviews and Testimonials: Encouraging customers to share their experiences with your products or services can provide authentic content that resonates with potential buyers. Reviews and testimonials can be featured on your website, social media, and other marketing channels to build trust and credibility.

Interactive Content: Engaging your audience with interactive content such as quizzes, surveys, and interactive infographics can provide a more dynamic content experience. This not only helps in keeping the audience engaged but also in gathering valuable insights about their preferences and behaviors.

By focusing on creating and distributing high-quality, informative content, businesses can effectively reach and engage their target audience, build trust and credibility, and ultimately drive conversions. Content marketing is not just about selling your products or services; it’s about establishing your brand as a trusted authority in your industry, contributing to long-term business growth and success.

Blog Branding

How to Market a Business in Australia – The Population

Post author By The Comma Creative
Post date 2021-09-01

Australia’s diverse population has shaped the country as one of the most unique markets in the world. The steady growth of expats, inclusive communities and its strategic position between Asia-Pacific, European and American countries are key characteristics that marketers should not neglect.

The differences between the Australian consumer market and nearby markets meant marketers may face difficulties translating their successful campaigns to the Oceania country. Understanding the demographic of the target market is critical to the success of any marketing campaign. Here are the demographic details of Australia, brought to you by The Comma Creative.

The Demographic

Australia has a population of 25,600,000 people (as of 30 June 2020), with a growth of 320,000 annually. 57.3% of the annual growth accounts for overseas migration (184,200), while the remaining 42.7% are natural increases (137,100).

Within Australia, 57% of the population is located in New South Wales (8,164,000) and Victoria (6,694,000). Migration is leading the population growth in most states except Queensland, Australian Capital Territory and Northern Territory (which actually recorded a loss).

Comparing regional and metropolitan areas of Australia, 66.8% of the population lives in the metropolitan area. The two major cities, Sydney (5,312,000) and Melbourne (5,078,000) continue to receive the largest population growth in the 2018-19 financial year.

Expats contribute to 29.7% of the Australian population. The top five countries that most of the Australian population was born in other than Australia in descending order are England, China, India, New Zealand and the Philippines. Most ex-pats were aged 30-34 (2.9%) in 2019, compared to 45-49 years in 2009.

The most numbers of oversea-born residents in each state and territory in 2016 were as follows:

New South Wales – China
Victoria – England
Queensland – New Zealand
South Australia – England
Western Australia – England
Tasmania – England
Northern Territory – Philippines
Australian Capital Territory – England

64.3% of overseas migrants are on temporary visas; 15.3% of them are on permanent visas; and, 13.9% are Australian citizens.

The areas with the highest overseas migration in 2018-19, in descending order, are Inner Melbourne, Southeast Melbourne, Melbourne West, Inner South West of Sydney and Parramatta in Sydney. But in terms of interstate migration, Brisbane gained the highest number of influx (15,914) while Melbourne (2,252) and Hobart (986) had a minor gain. All other capital cities, including Sydney (-25,555), Adelaide (-3,914), Darwin (-3,213), Perth (-1,402) and Canberra (-194), have all recorded a population loss in 2018-19.

What are the trends?

The recent drop in immigration due to COVID-19 has pressed the Australian Federal Government to review its current policies. The news suggested that policies will be reformed to adapt to the changing situation and provide longer staying options in Australia.

Permanent and temporary visa policies are being reviewed to offer a chance to stay for occupations that can support economic growth after the 2019 Australian bushfire and COVID-19. However the quotas for different permanent visas have also been reallocated to reflect the changing situation.

Within Australia, a redistribution of the population is also being observed amid COVID-19. Working-from-home arrangements have encouraged more Australians to move to rural areas and less busy cities, such as the Gold Coast and Perth. This is reflected in the increasing property prices in suburban areas.

So, in marketing…

The drop in immigration was not expected to continue when international borders reopened. Businesses targeting expats may shift their focus in marketing to those looking to migrate to Australia as a long-term growth strategy. The change in permanent and temporary visa policies might also be an opportunity for businesses to extend or expand their offerings to expats.

The local Australian market has not been severely damaged by COVID-19, thanks to relatively lower case numbers in Australia than in other countries that allowed the continuation of business activities. While some businesses have unfortunately closed down, most losses are confined to industries, such as retail and food & beverages, that can grow without extensive infrastructure support.

The population redistribution, however, may be critical for businesses to consider their strategies. The spread of the population to smaller cities and regional areas could lead to higher demand in e-commerce and increased demand in logistics, with ex-metropolitan residents bringing their convenient lifestyles to regional areas.

Looking for growth opportunities in Australia?

The Comma Creative is a marketing agency based in Melbourne with deep experience in assisting start-ups in Australia. Contact us for more details.