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Scroll… Ad… Skip.
Scroll… Ad… Skip.
Scroll… Ad… Skip.
I could keep doing this 109 more times before you get a click.
And with 93% of digital advertisers using Facebook to promote products and services, you’re fighting an uphill battle for attention.
Put simply; Facebook is crowded.
The good news? 26% of users who click on an ad make a purchase.
The challenge you face as a digital advertiser
is how to optimize your campaigns so that more people click, more people buy, and
you increase your return on investment.
What’s the secret to sustainable ad
optimization and better ROI? Facebook
As with any marketing channel, it was a matter
of time until Facebook Ads were automated.
Smart automation can give you back 70-80% of
the time you spend optimizing campaigns.
What would you do with a few extra hours every
Let’s say you’re spending an hour every
workday on optimization. That would be 3.5
hours a week, on the low end, back in your calendar.
Not to mention the better results automation tools can achieve by removing emotional decisions and missed opportunities that are buried in data.
The cool thing?
There aren’t a lot of Facebook advertisers
using automation just yet. You can still be one of the first movers.
Well, it’s just as it sounds – a technology
that removes the need for human interaction when optimizing a Facebook
With Facebook Ads automation, you can:
That all sounds good, but how do you use Facebook
ads automation to do these things?
Let’s dive deeper into how Facebook Ads
A lot of Facebook advertisers underestimate
just how many campaign variables need to be optimized to ensure high
To give you an idea of what ultimate
optimization looks like, here is a list of variables that could influence your
Of course, each of these variables has
micro-variations of their own. For example, should the primary text of an add
be long or short? Will you include emojis? Which emojis will you use?
To manually test, iterate, and optimize every
single one of these variables would be, well… near-on impossible. With automation tools, you can improve a
large portion of these elements without lifting a finger.
Your daily budget, for example, is a critical variable to optimize. Ideally, you’d start an ad set on a small budget until each ad gets enough impressions and clicks to make a valid assumption about its performance.
If one ad appears to be out-performing others at an early stage in the campaign, you need to ramp up that budget as quickly as possible to ride the “new car smell” wave of a fresh ad set.
On the flip side, you also want to reduce the budget of the poorly performing ads, so you don’t waste your money.
How do you do this with automation tools?
Well, with Zalster, for example, you can create pre-set automation rules for a campaign. You may want to create a rule that automatically increases or decreases your budget based on the cost-per-acquisition (CPA). Something like that is super easy to set up, shown in the screenshot below:
As you can see, your budget alone requires
daily monitoring and optimization. I haven’t even touched on ad creatives,
audiences, placements, and all of the other variables. Optimization takes a lot
of dedicated time and effort, much of which can be saved with automation tools.
As with any form of automation, there are
going to be some downfalls. When you remove human intervention, you lose
intuition. A lack of intuition means that you could miss important subtleties
with over-optimization based on pure numbers – such as lack of brand congruency
or targeting an audience that isn’t your ideal customer.
That’s why I said automation saves you 70-80%
of the time you’re currently spending on optimization, not 100%. You shouldn’t
set up any automation tool and expect it to do your job for you. Sure, it will
optimize campaigns better than any human can. Simply because machines can
crunch numbers at exponentially quicker rates than us. But there is still a
need for interpretation and intuition based on the expertise you hold in your
So, instead of setting up Facebook Ads automation and forgetting about it – create automation rules that save you tons of time but still allow you to make strategic decisions about your campaigns.
One of the biggest mistakes people make with
Facebook ads is changing things too quickly. They expect immediate results and
panic when the budget is running dry without an uptick in conversions.
The thing is, Facebook campaigns need time to
mature. You have to be patient and let a campaign reach enough people before
reacting based on minimal data.
That’s the beauty of Facebook Ads automation.
Machines make decisions based on data, not human emotion. Once you set a rule,
based on the logical optimization of a campaign, you can trust that the
campaign will be adapted accordingly. Your automation tool won’t make a change
based on a knee-jerk reaction; it will ride it out for the time it needs to, to
make a data-backed decision.
Ready to get started with Facebook Ads
New trends in digital advertising keep unfolding. With never-ending progress in formats, resolutions, mediums, and channels, you may wonder, “how do I catch up with all of them”?
The answer is, there’s no need to apply everything in order to succeed. In this post, I will share with you some core tips regarding advertising strategies, best ad format choices, and also investigate how to keep up with the evolution of the digital advertising industry.
There are a couple of digital advertising trends you’ve probably heard about, such as the growth of visual and voice search, development of computer vision, and the increasing usage of machine learning and artificial intelligence elements.
However, there are also a couple of new digital ad trends that will define how advertising systems will be used in the future. It’s time to find out how you can use them to improve your campaigns’ performance.
Let us investigate how to transform these trends into opportunities.
With the rapid growth of eCommerce, brands are working to fuse marketing and advertising technologies together in order to build better communication with their clients and create precise advertising campaigns.
When Mar Tech enriches Ad tech with valuable data, targeting becomes much more precise. This way, Ad Tech serves as a strategic instrument of Mar Tech, because it uses customer data to direct the right message to the right customer. This cooperation makes ad campaigns measurable and precise.
That’s why it is essential to synchronize the two systems. These choices will help advertisers develop successful cross-platform strategies and transform the customer journey into unique experiences.
New Ad Tech tools promise more opportunities for video ads personalization which will allow advertisers to serve both immersive and relevant content. Some of these include new targeting options, such as weather, behavior targeting, etc.
Apart from this, visual search is expected to grow even further and this tendency provides plenty of opportunities for visual formats to develop.
In 2019, mobile advertising became one of the key online advertising trends for marketing strategies, especially when it comes to finding the right approach to Generation Z and millennials.
In 2020 and beyond, the importance of mobile marketing is likely to grow even more, as digital media consumption increases. The trend is fueled by the introduction of 5G network standards by major mobile operators. It offers incredible improvements to user experience as it brings in higher speed, quality visuals, and even the support of augmented reality.
Ad formats are constantly being
modified and adjusted to meet specific goals of advertising campaigns. While in
the past advertisers simply tried to grab users’ attention with banners placed
across the web, nowadays advertising has become much more refined as new
formats help to convey the desired message without disrupting the user
We conducted a survey to examine how the choice of ad format can define the success of the campaign and which ad formats can help advertisers maximize their ROI. Within three months, we analyzed huge amounts of ad formats to find out how the impressions served would influence the success of various ad campaigns.
The results revealed interesting effects. For example, every two ad types added to ad campaigns have been found to increase the average ROI by 70%. On the contrary, investments into only one format can even decrease the effectiveness of the campaign. Thus, wise advertising funds distribution is a very important thing.
Similarly, campaigns served on both mobile and desktop platforms show a 20% higher ROI compared to advertising focused only on the desktop medium.
The constant leader among the best-performing ad formats is native advertising. These ads generate the highest click-through rates (10.4%), as they successfully imitate the contextual environment and don’t annoy users.
Native ads are not noticeable to ad blockers. Usually, they take the form of recommendations, sponsored content or in-feed notifications. Being the most actively shared through social media platforms, such ads can be a perfect decision for those advertisers who want to establish engaging, long-term relationships with their customers.
With a 5-7% click-through rate, full-screen interstitials are second best. They usually appear in between different activities, such as watching a video or playing a game.
Interstitials cover the whole screen which makes them more catchy and memorable. While in some cases, this type of ad may seem interruptive, it perfectly suits Connected TV campaigns.
CTV and audio ad formats are among those digital advertising trends you need to know and take advantage of when planning your campaigns.
The effectiveness of advertising is even higher when combined with behavioral and demographic targeting on CTV programmatic platforms. The popularity of this channel will only grow as, in 2018, almost 14 million households already started to use connected TVs enabled by game consoles, smartphones, digital media players or other devices.
This type of advertising is especially effective, as it doesn’t require ads to compete for user attention as on other channels. The same advantage works for audio advertising, where ads are served one at a time.
Emarketer predicts that digital audio will be more popular than radio advertising, so this is definitely a promising channel for advertising strategies.
Last, but not least, video ads also show great results – around 1.7% CTR. The numbers can differ from region to region and reach 5.9%.
Because video ads offer one of the most immersive experiences, it shows the highest ad recall. Besides, these ads can be used across various channels, from mobile and tablets to CTV or social media. This type of advertising is the best option for businesses that want to demonstrate their products in detail or build brand awareness.
Good advertising strategists should keep an eye on the latest digital advertising trends such as mobile advertising, visual formats, and the Ad Tech & Mar Tech systems merging.
Based on these trends, you can develop the right advertising approach, improve overall user experience and position your product on new unexplored mediums that generate solid advertising ROI.
Guest author: Irina Kovalenko, CMO of SmartyAds ad tech company that builds dynamic, customized, and forward-thinking programmatic advertising ecosystem.
The post 3 Digital Advertising Trends That Are Changing The Landscape In 2020 appeared first on Jeffbullas's Blog.