5 Unique Facebook Ad Targeting Ideas To Inspire You

5 Unique Facebook Ad Targeting Ideas To Inspire You

With any great Facebook campaign, I always start by targeting the most obvious, or what I call “bullseye”, options. If you’re selling Himalayan pink salt, then it makes sense to target people who are interested in Himalayan pink salt, right? Seems like a safe bet. But once I’ve done that for a while, refined my audiences, and found a great ROAS for a client, it’s important to scale up their Facebook ads so that their business can grow. If you’re stuck in a rut, here are some great “out of the box” facebook ad targeting ideas to inspire you.

1. Commuters

Targeting commuters might seem like a really broad audience, but when you think about who commuters are, and their day-to-day behaviours, it’s more narrow than you think.

Commuters facebook ad targeting ideas - Vine Street Digital

Commuters are people who live a decent distance from their work and have to travel in, thus finding themselves with dead time. I’m lucky that I don’t have to commute anymore, but I used to hate how much time it took out of my day. So, when you think about people with time to kill, there’s a lot of great things you can offer them. I’ve used commuter audiences for clients with online courses, podcasts, podcasts, audiobooks, and mobile apps. It can also be great if you have a shopfront located near a major bus or train station. Your customers are already passing your store, so why not pop in?

2. Upcoming Anniversaries

Yes, that’s right, Facebook remembers your anniversary, even if you don’t. Not only that, it allows advertisers to target you, knowing that you’ve got a present to buy!

Anniversary facebook ad targeting ideas

Unlike some audiences that have a more static population (where people might stay in there forever), an upcoming anniversary audience list will see people frequently moving in and out. This means you’re not hitting the same people over and over. It’s what we’d call an evergreen audience. I often layer this one by adding gender and age to create a more targeted copy. Remarketing is also a great idea to make sure that they follow up with a purchase after browsing for a gift.

You’re welcome, forgetful partners!

3. Engaged Shoppers

Speaking of buying presents, your online shopping behaviour can depend on a lot of things in your life, and you might not always be eager to buy. Facebook tracks when and how often you click buttons that say “Shop Now”. If you do it frequently enough, you might be classified as an Engaged Shopper.

Engaged Shoppers Facebook ad targeting ideas

This facebook ad targeting idea is a great one for any e-commerce store. It can also be a way to narrow down audiences that are very broad.

Another clever way to use this audience might be to offer them financial planning and budgeting services!

4. Frequent Travellers

So many businesses benefit from targeting travellers. Of course, there are the obvious ones like travel agents, tourist attractions, hotels, restaurants, and all things hospitality. But did you know that you can also target people who just got home from travelling?

Frequent Travellers facebook ad targeting ideas

I know that when I return home from a trip, there could be any number of household things that need addressing. Usually, my house has been sitting idle and is now a bit dirty. I’ve had times where I’ve come back to a plumbing issue. I’ve even had housesitters who have broken things and not known how to fix them. Coming back from a trip is definitely a time where local tradies and services can be incredibly valuable. I’ve used this audience for plumbers, pressure washers, cleaners, carpenters, and all sorts of service businesses.

5. Page Admins

Facebook page admins are great targets, especially when you’re trying to reach business owners or decision-makers. Targeting by job title can be a bit hit and miss on Facebook. People can put whatever they like in their job title (and they do!), so when you’re trying to reach decision-makers, page admins is a great facebook ad targeting idea.

Page Admins facebook ad targeting ideas

Not only can you narrow down by admins, but you can also narrow that by the type of page they have. Trying to reach restaurant owners to promote your fit-out services? Here you go! Targeting Facebook page admins is also a great way to narrow down within a broad, interest-based audience. But don’t forget that sometimes digital marketers (me, for example) fall into this category too!

Feeling inspired? I hope so! Facebook has a lot of great options for getting in front of the right audience. Still a bit stuck? Get in touch with the team to discuss some options that might work for you.

Written by Gemma Renton

Hygge in the Workplace: What it is & why you need to get on board!

Hygge in the Workplace – What it is and why you need to get on board!

You’d be forgiven for having never heard of Hygge, especially since it has its origins in the Scandinavian countries of the world.

A quick Google on the meaning of hygge produces the following:

hygge
/ˈh(j)uːɡə,ˈhʊɡə/ (“hue-guh”)
noun
a quality of cosiness and comfortable conviviality (friendliness, warmth) that engenders a feeling of contentment or well-being (regarded as a defining characteristic of Danish culture).
“Hyggeligt” is the adjectival form.

Hygge is more than happiness, it’s more than comfort, and it’s a concept that, in and of itself, is difficult to encompass. But Hygge is a huge element in the Scandinavian way of life. This is important on account of Denmark (in particular) being listed consistently as one of the happiest nations in the world.

Hygge is hot chocolate on a cold winter’s day. And a lively yet cosy dinner with friends, surrounded by tealight candles, finished off with chocolate cake and wine. It’s reading a book in a window seat, covered in a soft blanket, while it’s snowing outside. It’s a sense of cosiness, camaraderie and homeliness. The Danes attribute their happiness and contentedness to a national dedication to cultivating hygge at every level of life.

Happy people are more productive, less stressed, and well… happier! So, introducing hygge into your workplace can have a positive impact on your work, your life, and your mental health.

Here are a few tips that might make you feel a little cosier and happier while you work.
Drinks Station - Hygge in the Workplace - Vine Street Digital

A Hygge Drinks Station

What better way to create a cosy space than with a beautiful tray, filled with everything you like to drink. Try herbal teas, craft coffees, and decadent syrups. Even when heading into summer, this idea still works! Just replace your hot drinks with refreshing cold juices, herbal infusions, or if you’re lucky enough, a water jug filled with edible flowers, fruit, and herbs straight from the garden! Think mint, rose petals, and strawberries. Hydration has been scientifically linked to productivity, so pretty up your space, drink more water, and work harder!

Natural Elements

The benefits of indoor plants have been touted the world over in office spaces and there’s no reason why you can’t incorporate this into your at home-work space. No room for a ficus? No problem. Mini terrariums, baby succulents, and fresh flowers work just as well. Plants purify the air, add greenery (which is a great colour to look at to assist with eye strain), and give you a general feel of cosiness and personalisation. You could also display that seashell you got on your last beach vacation, your favourite crystal, or piece of driftwood. It’s homey, personalised, and good for your environment. This is a great tip no matter the weather, so you can incorporate Hygge whether it’s rain, hail, or shine.

Cosiness at the desk

The Danish nation buys and uses more candles than any other nation in the world. Candles provide ambient light, a sense of wellbeing, and a beautiful, cosy feeling right on your desk. Scented candles in your favourite colours and shapes can be used to make your desk feel more like your own personal space. Turn it into somewhere you enjoy being, and make it the foundation of your productive, efficient, and motivated workday.

Cosiness - Hygge in the Workplace - Vine Street Digital

Cosy, not cluttered

You can create a cosy, hyggeligt space on your desk without making it look like you’ve established a small jungle that’s lined with Dusk candles. There’s a balance to hygge that indicates that your space should feel inviting, comfortable, and uplifting. Clutter is not uplifting and is a known source of stress. Clean your desk of all filing, kids toys, empty coffee cups, superfluous stationery (I could go on) at least once per day so that you feel great while you work. Replace the clutter with meaningful objects such as plants, candles, and photos of your family. Make your office space work for you.

Lighting

One of the best ways to be more hyggeligt is with great lighting. Natural light is not only great to work by, but it’s great for you in general. Open the windows and doors, position your desk strategically, and feel more yourself in the morning sunlight. If sunlight isn’t an option, or it’s too hot or distracting (as is common during a Queensland summer when it’s 30 Degrees at 8 in the morning), make use of desk lamps to enlighten your space. Or, if you prefer to work at night, fairy lights can make your office cosy and uplifting. Candles also help slightly with lighting, but don’t rely on them to see – just use them to make you feel great!

So from the country that has its own Happiness Institute, you can create a space that is productive, personal, and comfortable. Even in the warmer climates and months, hygge is a concept that can make you feel happier, less stressed, and more efficient. Think outside the box when working from home and bring a little Scandi serenity to your day. It would also be a great principle to integrate into your morning routine to make your day run more smoothly!

Written by Kristen Boucher

What Are Dynamic Search Ads (DSAs)?

What Are Dynamic Search Ads (DSAs)?

Dynamic Search Ads or DSAs are a great way to capture traffic from crazy, wild yet relevant search queries. They are perfect for filling in the gaps between the keywords current running in your Google ads account & operating as a ‘catch-all’ solution allowing you to expand your keyword database.

Dynamic Search Ads appear as regular search ads on the results page, however, the way they trigger is very different from regular Expanded Search Ads or Responsive Search Ads. Instead of using keywords to trigger the ads, Google will crawl your website and look for content based on the search query.

Once it finds a match, the headlines & landing page are dynamically inserted into the ad text to match the search query. This allows for much more relevancy between the search query, the resulting search ad copy, and the landing page.

DSA Targeting

But what happens if you only want to target a specific set of pages? Well, Google has an option for that too! By default, Google will automatically index your entire website to find matches for the search query. But, Google also allows you to create Page Feeds. These Page Feeds allow you to add specific URLs you want to target. Once the option “Use URL’s from my Page Feed only” is selected, Google’s AI will only crawl those specific pages.

The way Dynamic Search Ads are set up also differs a lot from regular search ads. As I mentioned, the headlines & landing page are dynamically inserted into the ad. So, the two description lines are the only adjustable aspect of the ads.

In terms of targeting methods, there are several options to specify exactly which URLs you want to include.

All Web Pages

This default targeting method simply targets all available web pages on your domain or in your page feed.

Category =

Category = can be used to target specific categories created by Google. As Google crawls your website, it will begin to segment certain pages into categories which can allow for more defined targeting.

URL Contains

URL Contains allows you to target pages containing specific strings. For example, say you want to target all services for your plumbing business. If your service pages followed the URL pattern of plumbing.com/services/ then you would be able to set the URL Contains to “services”

URL =

This method is very straightforward. URL = allows you to target specific URLs on your website or in your feeds. For example, if you wanted to drive traffic to a ‘Clearance’ subpage, you can target the exact URL.

Page_Title Contains

Page_Title Contains allows you to target pages containing certain words in their title.

Page_Content Contains

Page_Content Contains allows you to target pages containing specific words that you select. For example, you could show all the pages on your website that contain the phrase “men’s shirt”.

Custom_Label =

Custom Labels are mostly used when Page Feeds are being utilised. Custom_Label = allows you to target the Custom Labels you can set on specific URLs. For example, you might have three URLs that are labelled as ‘Shoes’ while another three might be ‘Backpack’.

DSA Challenges

The biggest downside to DSA is the spending. Think of it as a kid in a candy shop – guaranteed to find the best lollies, but will probably also grab many others along the way! This makes it extremely important to get the targeting sorted from the beginning. Try including things such as negative keywords to help prevent irrelevant search queries triggering your ads.

With the range of targeting options & the ability to select specific URLs, DSA ads are a great way to capture additional traffic that could result in more sales. Along with that, the amount of time saved by not having to map keywords or adjust bids makes testing DSA even more appealing. Just make sure you keep an eye on your budget!

Let us know if you have any questions or want help setting up dynamic search ads in your own accounts.

Written by Lachlan Ward

4 Tips For Great Ads – Reviewing Ad Copy

4 Tips For Great Ads – Reviewing Ad Copy

It can be difficult to have a successful ads account without regularly reviewing ad copy and making sure that it still works for you.

Sometimes people ask questions such as “what is the best ad copy?”  or “how can my ad stand out better”? But without having information such as historical data of your account’s ad performance, it can be hard to give an overall answer. There isn’t always a “one size fits all” solution.

When I would look at ad copies, I often felt like they weren’t good enough or could have a bit more to them. However, I’ve realised over the past few months that I should not be so focused on the ad copies themselves, but the metrics and split tests behind them.

Testing different sets of ad copy to find higher-performing combinations is a great practice. Once you’ve done a few sets of ads over time, you can start to review and analyse the data to see what you should do with your ad copy ongoing. So, with that in mind, here are a few tips to help push your ad higher up the search results page.

Basic Relevancy

Your first port of call is always the basics. It’s a simple thing that is sometimes overlooked, but make sure your ads are relevant. Check that your ad copy matches your keywords and your landing page.

Have a look at the Click Through Rate (CTR) of your ads. If it’s too low, it could be that your ad copy isn’t relevant enough to the search keywords. Therefore, no one is clicking on it, because it doesn’t sound like what they’re looking for!

So, the first step is to check that your targeted keywords are present in your ad copy. Try to make sure you’ve got them in a headline, or at least a description field if you can’t manage the headline. Headline 1 is generally the first thing people will read though, so try to make it as relevant as possible!

You also want to ensure that the ad destination/final URL is directed to the relevant page for the keyword you are wanting to promote. The landing page should also include the same (and similar) keywords that you are targeting with your ads.

If you are ever in doubt, always go back to basics and check your relevancy, then proceed from there.

Responsive Search Ads

With responsive search ads (RSA), you have up to 15 headlines and 4 description lines to play with for your ad copy. Responsive Search Ads use Google automated systems to find the best performing ad and shows it to the audience.

Google recommends that you put at least two expanded text ads (ETAs) and one responsive search ad in every ad group.

RSAs are a great way to test multiple headlines and descriptions to see what performs well. When you’re reviewing ad copy in your Google MCC, you can check the assets of the RSA and see what combinations Google has been using. Google will show you which combinations have the highest impressions. You can then choose to take inspiration from these combinations and create them as a regular expanded text ad to see if it performs well by itself. This is working very well for me currently.

Metric Indications

Periodically have a look through your account to see if any ads are under-performing. When you are reviewing ad performance, you want to look for a few key indicators. The major ones are Click Through Rates, Conversions, and Cost. If any of these are too low or too high, pause the ad and replace it with a new one. Again, you can break a new ad out from a responsive search ad.

Don’t remove/delete the old ad – keep it for historical reference! Not only do you want to have the metric data to compare to, but it will help you when reviewing your ad copy for writing new ones.

Call-To-Action

Lastly, have a clear call to action (CTA). A lot of people ask why this is necessary. Well, people gravitate towards phrases such as “Call now!”, “Buy Now”, or even “Quick, selling fast!”. We’ve been exposed to advertising from an early age and we have all grown up with these sayings. Guess what, they still work today! A call to action can help instil a sense of urgency in the consumer, prompting them to buy when they otherwise might have passed over it.

There are other techniques you can use, such as appealing to emotions or keeping your ad copy fresh by providing proof, offers, and more. Some of these techniques can be integrated and combined with a call to action.

Wrapping Up

If you keep reviewing and refining your ads on a regular basis, it will help you see which tactics have worked over different periods of time. At the end of the day, you will always be changing your ads up. Ideally not on a weekly basis, but every month or two. This keeps your advertising fresh and your audience will keep seeing you in the game.

The important thing is that you are active and keep pruning and nurturing your account. With the right strategies, an active account will be a successful account in the long run.

Feel free to contact us if you’d like some help or advice!

Written by Cameron Asher & co-written/edited by Chelsea Zanki

Working From Home: Expectation vs Reality – Kristen’s Experience

Working From Home: Expectation vs Reality

It’s the career dream, isn’t it? Roll out of bed into a hot cup of coffee, work in the sun and get paid all the while. But what is the reality of working from home? What are the advantages and pitfalls to merging your work life with your home life? Here are a few things to consider.

Expectation: No Commute, fewer annoying people

The only commute you need to worry about is from your bed to your workspace (via the coffee machine). This saves you money and time! Plus, you don’t need to deal with traffic/buses/trains and the general public blocking your way.

Reality: Can Be Isolating

Work can be a social outlet as well as a career and bill-paying mechanism. But if you work from home, your teammates are far away, and you might find that you’re feeling isolated and altogether less social. You need to make a concerted effort to maintain networks and friendships, so you don’t get cabin fever.

Expectation: More Time For Yourself

No commute, flexible hours, and no one looking over your shoulder? Extra opportunity to be more productive, in your work life and home life!

Reality: Time Management Skills Required

To work effectively from home, you absolutely must be able to manage your time effectively, even (especially!?) when there is more of it. You don’t have bosses and managers looking over your shoulder, which is fantastic and allows you to just get on with your work. But, it also means that you need to be able to focus on your tasks and projects without an external motivator.

Expectation: Better Work/Life Balance

All of this extra time should lead to a greater work/life balance for you and your family. When well-organised, the work-from-home lifestyle gives you the freedom to be social, be healthy, spend quality time with your loved ones, and still earn your living in a way that is most appealing to you.

Reality: Tough Separation of Work & Life

It’s so easy to just keep working when your work is on a laptop and you have 24/7 access to your task list. ‘Just five more minutes’ in your home office can easily turn into an extra hour (or two). Suddenly, you find that instead of having a work/life balance that suits you – you’re working odd hours, sleeping less, and letting your work take over. Set very clear boundaries between your work and your personal life. Have a schedule and stick to it! Ensure your work-from-home job is working out for you.

So, there you have it. The glamorous, work-in-your-pyjamas lifestyle is not for everyone. But, if you’re motivated, organised, and strict in your schedule, you may find that the advantages outweigh the challenges. Let us know if you have any thoughts or questions!

Written by Kristen Boucher

A Morning Routine To Set Up A Great Day

A Morning Routine To Set Up A Great Day Whether you’re a morning person or a night owl, we can all agree that how you set up your day has a real effect on your productivity, mood, and overall wellbeing. Working from home, as glamourous as it sounds, requires more organisation, more planning, and more […]

5 Tips For A Functional & Creative Workspace

5 Tips For A Functional & Creative Workspace

Whether you work from home or in an office/cubicle, your workspace is (or should be) your creative, productive haven. And while we can’t control every aspect of our working environment, there are some great things you can do to de-stress, flake less, and work to your best.

1. Less Clutter = Less Stress

I’ll be real with you, life is messy. On any given day, my desk is not only covered in assorted work paraphernalia but also: fresh flowers from my husband, candles and incense, Wiggles storybooks, and the occasional toddler’s shoe. But at least once per week I set time aside to clean my desk, throw out dead flowers, and just put everything back in its place. It’s amazing how much Zen a little tidying can create!

2. Great Furniture Feels Great

An office desk and chair is an important investment, especially as you’ll spend a good deal of time parked therein. Make sure you get a supportive chair that suits you. Arms or no arms? Large seat pan? Ergonomic? Great colour? It all adds up to you feeling great in your workspace. Also, you need a desk that is not only attractive to you, but is also big enough for everything you need to use.

Don’t make the mistake of going with trendy ultra-minimalism if it means you don’t have the storage you require. Remember to factor in space for your computer and keyboard/mouse footprint, stationery, and any personal touches (e.g. fresh flowers, half-eaten breakfast yoghurt, 12 coffee cups… Scratch that, actually. If your desk looks like that, then go back to step one and repeat as necessary)!

3. Your Path to Enlightenment begins with Great Lighting

Good lighting equals bright lights, but great lighting is the natural stuff. Natural light in your workspace is uplifting, motivating, and all-round good for you. Vitamin D, less eye strain, beautiful views of the dogs in the garden… hey! Get out of that, Jaspar! Okay, so having your desk near a big beautiful window view can have a downside – distraction – but on the whole, it’s worth considering. You’ll just need to be careful with your screen placement, you know, so you can see! For night-time or super early morning work, a desk lamp with a soft light (warm white, around 2700K) is a great idea. Lastly, consider candles and fairy lights if you’re wanting a cosy feeling to envelop you while you work (it’s a great vibe for when it’s cold outside).

4. Be A Screen Queen (or King, I’m not biased)

Investing in at least one additional screen is a must. Laptops are great for when you’re on the move (they go on your lap and all). But in a regular workspace, you’ll be more productive and efficient with a full-sized screen that lets you write client reports and analyse statistics simultaneously. Depending on the work you do, you might even consider using three screens. Think less tab shuffling, less picture resizing, and more time spent focused on the task at hand. Remember, it’s about what makes you more efficient, productive, and happier while you work. It might even be tax deductible! I work with my laptop and a screen larger than my first television. It makes me feel like Batman, and that can’t be a bad thing.

5. No Storage Wars!

Listen, I might sound like a mum who’s had not enough sleep and three too many cups of coffee, but PUT YOUR STUFF AWAY! Trying to sift through paperwork, receipts, draft reports, and flower petals (they fall off, I can’t help it!) just doesn’t compute when you want to be your organised, focused, and efficient best self. Create a functional filing system; whether it’s lever arch folders, filing cabinets, or bookshelves. Adhering to the old adage of “a place for everything, and everything in its place” will instantly boost the way you work.

However! It’s all very well and good to buy super cute stationery, a top-of-the-line filing cabinet, or Perspex in/out trays – but if you don’t use them, it’s just more clutter. Schedule a time for filing / folding / tossing / petal collecting in your workspace, the same way you schedule your work tasks, because this is a work task, and it will make you feel on top of the world.

Written by Kristen Boucher

5 Questions To Ask A PPC Agency Before Signing Up

5 Questions To Ask A PPC Agency Before Signing Up

So you’re ready to take that next move with your business’ digital marketing and hand the reigns over to a team or person who specialises in Google Ads and other Pay-Per-Click Platforms. Here are 5 important questions to ask a PPC agency to make sure you are getting complete transparency and the best possible value.

“Am I in a lock-in contract?”

Some agencies and other marketing companies will like to lock you in for a minimum of three, six or twelve-month contracts. Being locked-in isn’t necessarily a bad thing, especially if your Google Ads performance is going well and you are receiving good service. Some companies prefer the commitment because campaigns can need a few months before they start running smoothly. Or, perhaps the campaigns are very large and require longer time frames to gain performance data and see results. On the other hand, if you’re unhappy with the communication, the campaign results, or are generally disatisfied with the whole service, then you’re stuck!

Vine Street Digital doesn’t have lock-in contracts because we believe it keeps us accountable to the best possible service and results. It also allows flexibility to our clients.

“Do I have ownership of the PPC account?”

It’s very important to find out if you have ownership of your Google Ads, Facebook Ads, or any other PPC account.

I’ve had a few clients coming out of 6–12 month contracts with very mediocre experiences, looking for a better agency to manage their ads. We aim to build over their existing campaigns and work with prior historical data. So, the client asks their old agency for access to their account. But sometimes the answer is “no”, because the previous agency claims they own the account. As a result, the client loses 6–12 months of data, and they have to start again. Or in other scenarios, people have been too scared to leave their current agency after investing so much money. They fear going backwards.

At Vine Street Digital, our clients have full ownership of their accounts. Their own email addresses are connected to the account as the administrative owner. This includes other programs like Google Analytics and Google Tag Manager. We want to be as transparent as possible with the work we are doing. You have the right to view your own accounts!

“How many clients does my PPC specialist take care of?”

It is common for some agencies to overload their PPC specialists (sometimes referred to as client/account managers) with over 100 clients. When you divide a 40-hour workweek (take off a few hours for meetings and training) by at least 100 clients, how much love do your campaigns really get? Agencies managing this many clients per specialist will probably try to deflect the question, but it’s important to get a feel for it.

That being said, there are automation programs like Optymzer. They are designed to take many manual work hours away from the client manager to save time. This allows for higher client loads and more time to focus on other strategies. In some companies, you may not have one dedicated specialist – you may have a client manager who you communicate with, while they report to a technical team who carry out the work.

PPC Specialists at Vine Street Digital manage an average of 20 (at a maximum of 40) clients each, depending on the amount of work required. This allows more hands-on management and a higher level of awareness of what’s happening in the accounts. Our PPC Specialists like this more personalised approach, and is one of the reasons for moving on from larger agencies.

“How often are changes made in my account?”

Agencies with higher client bases per person may only look at your account once per week, sometimes even once per fortnight in order to manage the workloads. They may have scripts in place to ensure they are alerted if Google payments fail, or campaigns stop running suddenly. However, these aren’t full proof, and it’s difficult to be alert of all changes.

At Vine Street Digital, we check our campaigns every day, Monday to Friday. It may not be necessary to make changes and adjustments every day, but we find it important to at least be present and proactive for any major issues or successes that occur. Account work is carried out once per week as an absolute minimum.

“Does the management fee include payment of the PPC platform?”

Some companies will offer an irresistible all-inclusive monthly package of not only management fees, but also your Google Ads, with unlimited clicks! If you ever hear ‘unlimited clicks’, run for the hills. They don’t exist, and even Google themselves say that guaranteeing unlimited clicks is a misleading claim. If management and platform payments are inclusive, ask about how much of that fee will be spent on your actual advertising.

Our management fee is separate from the platform payments. The management fee covers the cost of implementing strategies, optimising campaigns, providing recommendations and reporting. Our clients are responsible for paying for their actual advertising and have control over their payment methods. We’ll work together to establish an appropriative advertising budget for your business goals and oversee this spend.

If you are on the hunt for a PPC specialist agency, please reach out to us with any questions. We’d love to hear from you.

Written by Courtney Wilkinson

How To Take Advantage Of Paid Advertising As A Consumer

How To Take Advantage Of Paid Advertising As A Consumer

We’ve all read about it and heard it in the media – how companies such as Facebook or Google are using our devices to listen to us and store our data. While I absolutely don’t agree with the sagas of Cambridge Analytica or breaches of privacy, I do think we have the ability to take advantage of their clever algorithms and make it work for us as a consumer!

Find Similar Brands

If you’re in love with a particular brand or business and looking for similar ones that Google Search can’t help you find, tap into the detailed interest targeting on social media platforms. For example, let’s say you’re looking for sustainable clothing:

Firstly, jump on Instagram and search the hashtag and scroll through the feed and ‘like’ or ‘comment’ on posts you like. It’ll even give you other similar hashtag options that you might like.

Take Advantage of Paid Advertising As A Consumer - Vine Street Digital

Instagram’s algorithm will learn from this engagement and given this interest, you’ll start to see tailored ads from similar companies. Essentially, we can assume that these other companies that are running ads would have selected interests such as ‘ethical clothing’ or ‘sustainable wear’.

Secondly, head to one of your favourite profiles and hit the small ‘down’ arrow, you’ll then be given suggested accounts that are similar. You can then follow or like posts from these accounts, further tailoring your interests.

Take Advantage of Paid Advertising As A Consumer - Vine Street Digital

All you need to do now is sit back and scroll and Instagram will do the work for you!

Tap Into Offers & Incentives

Remarketing works in wonderful ways and one of those ways is to use offers or incentives to encourage users back to a brand’s website. Do you think you can hold off on making a purchase this second? If a business has remarketing ads running, there’s a high chance that within those ads there is an offer which you’ll likely find popping up while your browsing the web or using platforms such as Facebook or Instagram.

One goal of remarketing ads is to reconnect with the users and encourage them to come back to the website and enquire regarding a service or make a purchase. Who ever said no to a discount…?

Finding Cheaper Alternatives

If you’re looking at certain brands, as discussed above, chances are you’ll start seeing similar products and companies pop up in your feed. This can start to open up cheaper alternatives with brands that you may never have heard of that offer similar products at a lower cost. These doesn’t mean they are lower quality, perhaps they are a stockist of the product you’re looking at and they are having a sale!

Start Clicking On Ads!

This approach can work across all forms of paid advertising such as Youtube or Pinterest. We might jump at the thought of our interests (and thoughts, eek) being stored and used for advertising, but if we have the opportunity to make it work in our favour and take back some control, why not!?

If you have any questions, let us know!

Written by Gabrielle Behm-Pike

Average Position Metric Sunsetting in Google Ads

Average Position Metric Sunsetting in Google Ads

Earlier this year Google announced that they would be removing the much loved and long-lived ‘Average Position’ (Avg. Pos.) metric from Google Ads accounts, with plans for it to disappear by September 2019. Panic and shock swept across account managers and business owners – this metric has been relied on for many years to assess ad rank – but never fear! Google is rolling out new metrics that will provide a more accurate representation of your ad’s prominence on the page.

Out With The Old

So what is the ‘Average Position’ metric and why has it been important? Calculated based on bids and Quality Score, your ads are assigned an Ad Rank when your keywords enter an auction. This rank is where your ad appeared against competitors in that auction. However, doesn’t mean it is your actual position on the Google Search results page. For example, if your keyword’s Avg Pos was 2, this doesn’t mean your ads were always in the second position on Google Search, it means that was the average. In three different auctions your ad position could have been in 1st, 2nd and 3rd (1 + 2 + 3 divided by three auctions), therefore your average position would be 2. The issue with this metric is that it doesn’t provide an accurate representation of which position your ads mainly appeared in.

In With The New

In replacement of the Average Position, there are new metrics that you can focus on to improve the location of your ads.

  • Search Top Impression Rate: Impr. (Top) %
  • Search Top Impression Share: Search Top IS
  • Search Absolute Top Impression Rate: Impr. (Abs. Top) %
  • Search Absolute Top Impression Share: Search Abs. Top IS

These metrics provide a clearer view of where your ads are on the Search Engine results page. ‘Top’ Impressions refers to the rate your ads appear above the organic search results, while ‘Absolute Top’ refers to the first and highest position on the page. Similar to the original Search Impression Share metrics, these can help you gain more insight into how much share has been lost due to rank and budget.

What Do We Think?

The team at Vine Street Digital have adapted well to the new position metrics and have positive feedback:

“I like that the information we’ll receive is much clearer and transparent, and it’ll help advertisers make much more accurate decisions when optimising for that top position.” – Lachlan (PPC Specialist)

“I like that it puts it in context of how we actually think about the position. It’s tempting to get really fixated on the average position; 2.5, 1.1, 3.7, etc. But really what you’re optimising for is when you’re at the top, and when you’re at the very top.”  – Gemma (Owner)

“I like that the new metrics will give us a better idea of where our ads are sitting. For example, an Avg Pos of 3.4 could be above organic listings or underneath. Whereas now, the new metrics can give us a greater insight into this.” – Gabrielle (PPC Specialist)

We have learned to love the new metrics and find the information they hold valuable and insightful. If you have any questions about these new Google Ads metrics or any others, please let us know.

Written by Courtney Wilkinson

Ad Copy – Appealing to Emotions

The Emotions of Ad Copy

Buying something can involve many emotions! The process of deciding to purchase goods and services is governed by needs and wants. As marketing professionals, being able to reach your audience in both pragmatic and emotionally appealing ways helps to make sure your ad copy stands out. Being at the forefront of your audience’s mind at their time of need is important, but speaking to both their needs and their wants can get you over the line.

Value Propositions

People use the internet to solve problems. You want to be the solution that your audience is seeking. Use your ad copy to indicate to your potential customer how you can solve their problems, rather than describing or reaffirming their problem. They already know what the problem is, so they want to know that you can provide a solution. This approach can also extend to the types of keywords you use, not just your ad copy.

When your customers use search terms to describe their problem, they’re expecting to see your ad provide their solution. Try varying up your keywords to include phrases regarding the problem as well as the fix. For example, if you’re writing ads for a plumber, think about the problems  people will call a plumber for: blocked pipes, toilets not flushing, and so on. Then think about the solutions, including “emergency plumber” and “fix broken pipe”. You can try out variations of keywords like this to find what works best for your target market.

Urgency

How much better do you feel when you get the last of something from the shelf? A limited edition? A bargain on the last day of the sale? Include timeframes in your ad copy if you’re having a sale, include stock numbers if you only have a few. Let your audience know that they’re going to get something amazing if they act quickly.

You can also use ‘implied urgency’ when writing ad copy, including what’s known as a “Call to Action”. These are phrases and words that instruct your audience to do something, for example: ‘call now’, ‘shop today’, ‘book your visit’. They are generally seen as an absolute necessity in your copy.

Mitigate Concern

Use your ad copy to reassure your potential clients that they are making a safe and beneficial decision. Are you licenced, experienced, popular? Do you offer a money back guarantee? All of these elements included in your ad makes your client feel safe to part with their money or time. Positive feedback is also a brilliant way to let people know that they should trust your product and service. Make use of sitelinks to your testimonial page, Google Reviews, and social profiles so that people can see that you’re well-connected, well-liked, and the obvious choice for them.

CTAs

Calls to Action are imperative when it comes to emotional ad copy. It is statistically proven that ads with strong Calls to Action have higher Click Through Rates and Conversions Rates than those without. Apparently, people want to be told what to do! Customise your CTA’s to your audiences and demographics. Make sure they are highly relevant. Tell your audience what their next step is, and they’re more likely to take it!

Feel free to get in contact with us if you have any questions.

Written by Kristen Boucher

Leading PPC Agency In Australia – Clutch 2019 Report

Clutch’s 2019 Report Features Vine Street Digital As Leading PPC Agency In Australia

It can be tempting to position a company as a jack-of-all-trades to provide a client with a wide range of services (some being more impactful than others). However, at Vine Street Digital, we focus only on the services that we do best. We deliver quality PPC management and results for clients.

We take pride in using our years of experience to help companies grow their business at a lower cost and higher output than hiring an in-house team. Our team (based primarily in Brisbane, Australia) aims to ensure each client receives the attention they deserve. We work meticulously to provide tracked and measurable information, routinely optimising account performance to ensure everything is on target.

Leading PPC Agency | Vine Street Digital

Recognition On Clutch.co

In the wake of a notably busy and productive quarter, we are pleased to announce that Clutch ranks us on their 2019 list of top PPC agencies in Australia!

Clutch is a B2B ratings and reviews site that grades companies on a number of criteria including market presence, service focus, and reviews from past clients.

Clutch conducts reviews with great detail and integrity. They quote statements verbatim from phone interviews with a company’s clients. This helps ensure that the reviews are honest, in addition to being meaningful to potential clients.

We are fortunate enough to already have 8 positive reviews on Clutch’s website! Here is a lovely example of a recent review:

Clutch Testimonials - Vine Street Digital

 

Clutch’s sister sites, “The Manifest” & “Visual Objects”, also featured us!

Visual Objects is similar to Clutch in that it includes work statistics, rankings, and reviews. However, it also showcases businesses with outstanding creative design services, such as branding agencies or app developers. Visual Objects ranks us as one of their best digital marketing companies of 2019.

We are also listed within the top 15 digital marketing agencies in Australia by The Manifest. This site compiles and analyses practical business wisdom for innovators, entrepreneurs, small businesses, and mid-market businesses.

Our team is delighted and honoured to see that their hard work is launching our company to new heights! We will continue to do everything we can to help our clients succeed.

Thank you to the Clutch team for connecting us with new contacts and encouraging us to continue doing the best work that we can for our clients!

Contact us if you’d like to know more about growing your business with Vine Street Digital.

Courtney’s Tips to Stay Motivated Working At Home

Courtney’s Tips To Stay Motivated Working At Home

Working from home gives me more flexibility and freedom with where, when, and how I work. While studies have shown it can boost employee productivity, bosses can still have concerns over how efficiently time is used. When I speak to friends about working remotely, a common response is “I couldn’t work by myself”, followed by “I’d never get any work done”. It is easy to get distracted and lose motivation from time to time, but below are some rituals I follow to keep myself on the right track and on task.

Have A Set Wake Up Time

I’m really good at sleeping in and a big fan of the snooze button. And now that my office is a 30-second walk instead of a 30-minute commute, it is much more tempting to push back the start time. To keep me motivated and up early, I make myself go to fitness classes three times a week at 6:30 am. This hypes me up a bit, gets me hungry for some breakfast and ready to start the day. On other days I have a default alarm set for 7:30 am. There is nothing worse for me than losing half my day to sleep, so waking up early puts me in the right frame of mind.

Act Like You Are Going Into The Office

Courtney - Desk Workspace

Before you leave the house for work; you get out of your PJs, have a shower, and brush your teeth. You might go for a walk, have breakfast, or just a coffee. All of these things can help you feel mentally ready for the work day ahead. I don’t see why this should change, as you are still going to work no matter where it is. Doing these activities every morning mentally prepares me for work and keeps me motivated.

Have A Dedicated Workspace

I don’t like to bring work home with me, but since I am at home it’s important to keep business and leisure as separate as I can. The spare bedroom is set up as my office, and I try to stay out of the main bedroom and living room as much as possible during work time. I even use the second bathroom during work hours and stay away from my ensuite. I surround my work area with paintings and plants to keep things vibrant. I’m in the process of setting up my other balcony as a more relaxed second workspace since it’s got great natural lighting and a breeze. I’ve laid down fake grass, and more plants.

Know When You Are Most Productive

Vine Street Digital - Courtney's Tips to Stay Motivated Working At Home

I organise my day and tasks depending on when I know I’ll be most productive. I spend the morning in as much silence as I can – responding to emails, optimising and checking my client’s accounts. It’s also when I tackle anything I’m reluctant to do, so it doesn’t linger over me for the day. I’m more talkative after lunchtime, so that’s when my clients are likely to get a call from me. I leave all the big jobs for the afternoon when my brain has warmed up. That’s when I’m ready to analyse accounts and write reports.

Breaks, Breaks, Breaks.

Breaks are so important to refresh and recharge. It can be easy to get carried away with projects, skip lunch, or eat at your desk, but it’s important to learn to walk away – even if just for 15 minutes. I usually go for a 10-15 minute walk after I eat, and deliberately leave errands for the middle of the day to help me get outside. During business hours is also a great time to go to the gym (or run said errands in a shopping centre). It helps me avoid the chaos that is usually there outside of work hours!

We hope these tips will help you feel motivated as well! We’d love to hear from you if you have any ideas or comments.

Written by Courtney Wilkinson

Digital Marketing Strategy Overview

Digital Marketing Strategy Overview

Marketing Needs Guidance

Digital marketing is full of opportunities, but if you go in without a plan, you’re likely to miss the mark!

Your online presence should always exist to serve a greater business purpose.

Without context and clear goals, you’ll never quite know whether or not something is working, and you’ll be at risk of losing valuable time and money. Many business owners have difficulty selecting keywords, not to mention bidding on them. Sometimes owners create an ad without knowing what direction they want their campaigns to go in, and they let it run wild. This quickly gets expensive, and probably won’t be doing your business much good! That’s why we find it’s best to formulate your digital strategy early on.

When you engage with us, we’ll guide you through the process with tailored digital marketing strategy sessions. If you’re not sure where to start, or you don’t think your current strategy is working, we can help you find the right pathways to get the most out of your online presence.

Your Digital Marketing Strategy

When starting out, we’ll provide an audit of your digital presence, including:

  • highlighting key areas of improvement,
  • showing what your competitors are doing, and
  • advising you on strategies you may not have considered.

This lets us lay out what you’ve got to work with so far, and what could be done in the future. To create your marketing strategy, we need to know where we’re coming from, as well as where we want to go. The first step is always to learn more about you, your business, and what makes your offering unique. This will help us find your ideal customers and determine where they will be online.

Your online presence is also about return on investment – your investment of time and money. A digital strategy factors this in, plus the potential returns from managing it yourself or outsourcing it to a professional. We will discuss the goals for your business, including any ROAS (Return on Ad Spend) aims. We’ll also explain how we measure your goals, including tracking website activity and enquiries.

As part of your digital marketing strategy, we’ll go over some methods of how we can look at achieving your goals. This includes discussing any relevant platforms such as Google Search Ads, Facebook Ads, Bing Ads, and so on. Not all methods are recommended for all businesses – some marketing platforms will be more suited to one business than another. But we will break this down and explain what we believe would be the best fit for your business and your goals.

We will also discuss any potential challenges that may crop up, including strategies that we could try when attempting to overcome hurdles. We want to do our best to see your digital marketing campaigns succeed. If there are challenges that just can’t be beaten, even after trying multiple strategies, there may be instances where we come to the conclusion that PPC (Pay-Per-Click) marketing may not be the best option for your business. We don’t want you to be taken for a ride by any digital marketing agencies!

Moving Forward

Our focus is with small to medium businesses as well as brand new startups. We’ve worked with many different industries and use our years of experience to help see you succeed. Not every business owner needs a full digital marketing strategy. Sometimes you just need an expert to present you with some options and advise you on the best way to move forward.

Our initial consultations are always free.

Start now – contact us today!

Our Digital Marketing Services Explanation

Our Digital Marketing Services Explanation

What does Vine Street Digital offer?

When explaining what we do for a career to family or friends, sometimes it’s easier to distil this all down to “we create and manage advertising campaigns online”. But we cover a lot of ground in that simple summary! Here’s a quick list of services we offer:

  • pay per click (PPC) advertising/search engine marketing (SEM) management,
  • social media advertising management,
  • display & re-marketing campaign management,
  • website analytics & conversion tracking, plus monthly reports to give you valuable information on your business and your customers.

We work primarily with Google AdWords, as well as Bing, Yahoo, Facebook, and Instagram. Occasionally we may branch out to other platforms – feel free to discuss this with us! For now, let’s run through the following areas of digital marketing that’s available to you.

Digital Marketing Services Platforms - Vine Street Digital

Digital Marketing Services & Methods

Search Engine Marketing

Search engine marketing enables small businesses to appear on the first page of search engines such as Google, Bing, and Yahoo without investing in long-term SEO. We recommend SEM for small businesses as they can work on smaller budgets, gain immediate data on return on investment, and ensure you catch your customers right when they’re looking for you.

Social Media Advertising

Social media advertising allows small businesses to engage with their potential customers in visual and targeted ways for minimal budgets. It’s popular on platforms such as Facebook and Instagram. This is also a highly flexible form of digital marketing which means that you can adjust your budgets and targeting as your business requires.

Analytics and Conversion Tracking

As a business owner, it’s important for you to have meaningful information as much as possible in order to make strategic decisions about your marketing and sales efforts. We offer a stand-alone service to help you track your online presence and give you the information you need in a useful & easy-to-understand way.

Display & Remarketing

The display network can be a cost-effective way to gain high levels of exposure and to re-engage your website visitors. Display advertising has incredible options for targeting your customers including demographics, location, interests, placements, topics and more. Remarketing is essentially when you show ads specifically to people who have previously visited your website.

Google Shopping Campaigns

Shopping campaigns provide informative and visually engaging ads that encourage direct purchases. Your consumers will be able to see your product and prices before they visit your site – a very powerful form of advertising when you’re only paying for clicks!

Google Ad Grants

Google Ad Grants are provided to non-profit organisations that meet Google’s requirements. The Grants allow a monthly spend of $10,000 USD! It involves some limitations which benefit from regular attentive management, but they’re a great way to help get your message out to the world.

Wrapping Up

Whew! There’s a lot involved here in the world of digital marketing, but we’re happy to help if you have any questions. Talk to us about your requirements and we will work together to find the best solution for you!

Keeping Your Ads Fresh: How To Come Up With New Ad Copy

Keeping Your Ads Fresh: How To Come Up With New Ad Copy

Whether you’re using Google ads, Facebook ads or one of the many other PPC platforms, it’s important to keep testing your ad copy. In the case of search engines, testing ad copy allows you to constantly keep improving your ads so that they’re more relevant and more appealing to users. For social ads, we test ad copy to keep improving, but we also change up our ads to make sure people aren’t seeing the same thing over and over.

So with all this constant ad copy testing, how on earth are you meant to keep coming up with fresh ideas? It’s certainly a tricky one. Sometimes ad copy tests are very minor wording changes and don’t have to be ground breaking. However, it’s good to keep looking at your copy from a new perspective. Here’s just a few ad copy techniques that we use to help us keep ads fresh.

Ad Copy Technique #1 – Proof

A good angle for any ad is proving why you’re better than other people. Is your claim believable and why? You might want to consider including the following in your ad copy;

  • Celebrity endorsement
  • Personal endorsement/testimonials
  • Case studies
  • Social proof; number of followers, citations, media mentions
  • Use content with an actual demonstration of it working

There’s lots of ways to demonstrate proof, but a good ad copy technique is also to focus on numbers. Use statistics, savings, losses, price, percentages or dates, to help hammer home your credibility.

Ad Copy Technique #2 – Offers

Offers don’t always have to cheapen your brand or make you give something away for free. The idea of an offer is to help someone make a more informed decision, or to develop trust in a brand. Some offer types include;

  • Guarantee
  • Trial Offer
  • Free Sample
  • Discount
  • “No Obligation”
  • White Papers
  • % to Charity

Offers should sweeten the deal and instil confidence. They should never look like a deceptive scramble to win more business.

Ad Copy Technique #3 – Change your structure

Ad copy isn’t just about what you say, it’s also about how you say it. Sometimes minimal changes can help people to digest information more easily, or make your ad stand out from your competitors. You might want to consider utilising the following techniques when you test your ads;

  • Verb swapping & noun swapping
  • Capitalisation
  • Line Breaks
  • Repetition
  • Quotes
  • Dashes and Slashes
  • Exclamation Marks
  • Special Symbols like ™

These small things can be really fascinating to test. If information is easier to read or your eyes are drawn to it, it’s more likely to win the click.

Ad Copy Technique #4 – Emotions

It’s no secret that advertising plays to people’s emotions. The important thing is to do this in a responsible way, not a deceptive way. Emotions can be broken down into three core areas:

  • Feelings (e.g. joy, anticipation, surprise)
  • Vices (sloth, gluttony)
  • Virtues (justice, honesty)

Thinking about how you can tweak your ad in a different way to appeal to different emotions can give you a totally different perspective on your copy.

Wrapping Up

So you might be sitting there wondering how you could ever think of a different way to sell yourself, your product or your service, but I’m here to say that you do have options! These are just a few of the different angles we explore when looking at ad copy, and not all of the angles apply to all businesses. But sometimes it’s worthwhile simply considering these different techniques to give you a fresh perspective once in a while. Contact us if you have any questions on this!

Written by Gemma Renton

Ad Copy: Best Practice

Best Practice for Ad Copy

When you get down to it, writing Ad Copy for the Pay Per Click environment is about three things, your:

  • product or service
  • audience
  • point of difference.

But what are the rules of writing ad copy for Google Ads? What does Google like to see in an ad that just might place you ahead of your competitor? Here are a few key indicators you can use to make sure your ads are written according to Google’s standards.

Use Your Real Estate Wisely

We no longer have to cram ad copy into 30 characters or less. Google has expanded its ad formats, giving you the option of three 30-character headlines and two 90-character description lines. It’s best to use as much of this space as possible so that you can include all relevant details and create an ad that stands out. This includes the paths at the end of the display URL, for an added bonus. We often see ads without them filled out, but you could get an extra 30 characters using these sections. Just remember that the third headline and the second description are not always displayed. So, if you have any vital information, remember to include them in the first or second headline, and the first description.

Write Three Ads Per Ad Group

Considering the possibilities of the new, larger text ads, it’s worthwhile having at least three ads per ad group. Because extra text and extra headlines gives us so much more to split test and measure, writing three ads at a time and testing them with your audience allows you to analyse different elements of your copy and compare them to each other. For instance, you can test:

  • three difference landing pages,
  • three different calls to action,
  • three different services within your offering.

The combinations are abundant!

Don’t Over-Accentuate

Google is strict on ads being relevant, recognisable, and readable. They expect correct spelling and grammar where applicable, and it goes without saying that adult language is not allowed. In addition to this, Google doesn’t allow the over-use of exclamation points, question marks, or special characters that have the potential to make your ad look of poor quality. In fact, exclamation marks aren’t permitted in headlines, and only one is allowed per description line.

Keep your copy smart, professional, and not over the top – you’ll be rewarded for it!

No Gimmicks

Think you might get a few extra clicks by including ‘click here’ in your text? Sorry to bust your branding bubble, but Google don’t like anything that might make your ad look like a gimmick, a scam, or an otherwise risky proposition. Google calls this kind of working “Trick to Click”, and it’s not considered best practice.

Use Your Keywords In Your Ad Text

To keep your ad as relevant as possible and to give it a better chance of showing higher, remember to include the keywords you’re bidding for!

And as mentioned earlier, with the new expanded format, we know that not all of your text will show for every impression. This means it’s super important to use your keywords in the parts of the ad that will display. Your first headline and first description line are both mandatory and will always be there, so add your keywords and your points of difference to them where possible.

Wrapping Up

So there you have it – some tips on keeping your ad copy within best practice standards. This gives your business the edge, not only in front of your customer, but in Google’s eyes too!

If you have any questions please let us know, we’d be happy to help you.

Written by Kristen Boucher

The Benefits of Google Shopping

The Benefits of Google Shopping

Google has constantly been telling us to make the shopping experience more streamlined for users. Their big contribution to this? Google Shopping. Unlike Google Search (where someone types in a query and get a text ad linking through to a landing page), Shopping ads present a product with a price that takes you straight to the item. Google has been encouraging the use of Shopping ads more and more, with several new features released just last year. That’s why it’s surprising that so many online retailers are yet to take advantage of these ads specifically tailored to their industry.

So, today let’s look at some benefits to Google Shopping, to try and sway those remaining e-commerce stores to jump on board.

More Qualified Traffic

Google Shopping tends to bring in more qualified clicks. Similar to a regular Google Search text ad, you’re only paying once someone clicks on a Google Shopping ad. Text ads can be difficult because not only do you have to be appealing in the few characters you have, but you also need to try and only attract qualified clicks through to your site. Paying for irrelevant clicks is really what turns any Google Ads campaign into a money-pit.

If you run an e-commerce store and you’re really wanting to make sure you’re only paying for clicks you want, Google Shopping is a great way to do that. When someone searches for something, you immediately see the product title, the price, an image of the product, and even shipping or promotional information. Plus, it even shows up next to other similar products.

This all means that, if someone clicks on your shopping ad, they have to be at least somewhat interested. All the information is given up front, and alongside other options. Unlike a text ad, so much specific detailed information is already available before you even pay for the customer to click.

Better user experience means better conversion rates

The whole user experience of Google Shopping is also a lot more streamlined than regular search ads. When someone does click on your Shopping Ad, it takes them straight through to that product page. They don’t have to try and click around your website to find what they’re looking for. Instead, the process is made extremely simple for them. This is a brilliant feature of Google Shopping, because it all helps to streamline the conversion process. Being taken straight to a product page means less clicks to the point of sale, which means less chance that your customer will get annoyed by your website, and disappear! This leads to a higher cost per conversion, and an overall better return.

Clear customer intent

Amongst all these features and benefits is the main gist of why Google Shopping can be so beneficial; it’s all about intent.

Shopping ads are designed to come up when someone’s query indicates that they’re looking to buy. Rather than paying for broad clicks via top of the sales funnel queries like “how do i…” and “what is a…”, you’re paying for people who’ve got their wallets already open. It’s this intent factor that lifts Shopping ads above Search just that little bit more. Pair this with how the ads show up, and where they go afterwards – then you’ve got all the good foundations for high ROI.

Goals tailored down to the product

Instead of a campaign that groups keywords together, Google Shopping campaigns group products together. Your entire inventory is there, ready to advertise and put into a structure that best suits you. Many e-commerce stores don’t have one blanket goal for all their products. Usually, the profit margins or sales targets vary between the type of product, or even between individual products.

One of the best things about Shopping campaigns is the ability to group products together in the context of their sales goals, and optimise from there. It gives you control over what you’re paying for in regards to traffic to certain products. You can then see the revenue resulting from that product & traffic. This leads to a better ROAS, and better insights into your customers’ behaviour.

In a nutshell, Google Shopping ads are all about catching people with a very clear objective – “buy something”! So if you’re an online store – why not put your product in front of them? If you’re interested in finding out how Google Shopping ads are set up and what a Shopping campaign might look like for you, get in touch with us today!

Written by Gemma Renton

Staff Work Spaces – January 2019

Staff Work Spaces – January 2019

Our staff all work remotely, usually from the comfort of our own homes. A year ago we posted our first edition of “Staff Work Spaces”, including notes and tips from our team on some components that they choose to use as part of their workspace. We’re kicking off 2019 with an update!

Gemma’s Work Space

Gemma desk staff work space

My workspace has evolved a bit in the last year, mostly to make it more comfortable and ergonomic. My previous monitors weren’t the same size or resolution (which wasn’t great). So, when they finally died, I upgraded to bigger screens that actually match! I got a little platform to put them on, which also has drawers. Now I can store things within easy reach.

I’ve also introduced a few new gadgets. I got AirPods which, I’ll admit, was initially a bit of a self-treat purchase, but they’ve actually been a big time saver. I can’t tell you how many times someone has called and I’ve gone “hang on let me just untangle my earphones”. Problem solved!

Another handy addition is the Rocketbook – it’s an erasable notebook that can convert hand-written notes into digital copies. As long as you use the correct pen, the pages are easily erased & re-usable. I hate keeping things on paper, but I also like doodling and writing things out, so this is perfect for me!

Also, I’ve moved into a new place in the last year. My desk is still out in a common area, but my printer and cupboards (and often flowers) are elsewhere in the apartment.

Lachlan’s Work Space

Lachlan desk staff work space

Moving into my own office has really been beneficial to my work life. I like that when I walk into my office and close the door, I know it’s time to work, and I’m not distracted by anything going on around me. I also love having green around me in my office. Much like the rest of my home, having plants and greenery around puts me in a positive mood.
The best purchase I’ve recently made to my work setup has to be my bigger (main) monitor. I bought a 2K resolution monitor which increases my screens resolution to 2048×1080. I can now see more without having to scroll. This is incredibly convenient when working through spreadsheets, Analytics, or using the Google Ads interface – because now all the data is easy to see.

Chelsea’s Work Space

Chelsea desk staff work space

I’ve moved house (and country) a few times since the last time we documented our workspaces! I’m now in London, with my desk in my bedroom (as always?! one day I’ll have my own office!). The only place in the room that I can fit my desk is against the window. It’s nice to look out and see the sky, trees, and houses, but it’s not always great when it comes to glare and light pollution! I guess I just have to work at night-time more ;)

I’ve got a fabric square of “The Great Wave Off Kanagawa” as I’ve always loved this painting, and I like being reminded of the ocean. I have brought only a few crystals/gemstones with me from Australia, which are sitting just underneath my top monitor. Speaking of the monitor, I finally bought myself a nice one (instead of using crappy out-dated hand-me-downs…). It has a great display and colour profile! I can easily change the profiles depending on whether I’m working or playing computer games.

A notepad and pens are almost always on my desk, as I enjoy writing and taking notes with pens of different colours. And as usual, I’m in a house with other people, so I keep my headphones/earphones handy for blocking out noise. My purple drink bottle is always on hand as well. It’s 500mL stainless steel, and it gets refilled multiple times a day.

Kristen’s Work Space

Kristen desk staff work space

My work-space is set away from the rest of my house because I find it easier to concentrate in an office dedicated to my work. I really like to have a completely uncluttered desk, so I keep as little as possible in front of me. Having said that, there are a few things I can’t do without.

It’s really important to me to have lots of light and fresh air in my office so my windows and blinds are always open and the fans always on.

I love to collect crystals, so there’s always a few different shapes on my desk. Right now I have smoky quartz. They’re a nice counterpoint when I need to take my eyes off the screen for a break.

No matter how far we get into this ‘digital age’, I always find it helpful to write things down using pen and paper. Even if I rarely look at it, physically taking notes helps me to remember things, and makes reminders that much easier to see.

——

What kind of set up do you have for your home office/studio/desk? Do you work from co-working spaces or use a serviced office? Do you work from home or have a creative studio setup? Let us know!

Setting Cost Per Conversion Goals & Benchmarks

Setting Cost Per Conversion Goals & Benchmarks

When you’re thinking of starting up a Google Ads account, it’s important to identify the goals you’re looking to achieve. This becomes even more important when looking at metrics like Cost Per Conversion or your Return on Investment (ROI).

When we bring on a new client, the first thing we do is ask them for their Cost Per Conversion goal. Sometimes the client is already aware of theirs and can easily give us a number. Other times, the client may be unsure of thinking about their goals in this way, and may need more guidance in working them out.

What is a Cost Per Conversion?

A Cost Per Conversion (also known as Cost Per Acquisition and other such names) is essentially the amount of money you spend to achieve a conversion. For example, if you spend $200 on advertising and receive 2 conversions, your Cost Per Conversion is $100. It’s a pretty simple metric to calculate, but it gets more complicated when you mix it with a client’s Lead Conversion Rate & Job Profit.

A lead conversion rate is the number of leads a client is able to turn into jobs or work for a profit. So, if we get 10 conversions or leads to the client, and they are only able to turn 5 of them into profitable work, then their lead conversion rate is 50%.

Job profit is pretty much exactly how it reads. If you’re advertising for a job that gets you $500 from your customer, and your expenses for that job cost $300, then you’ve made a $200 profit. Naturally, this $200 can then be put back into advertising costs.

What do we do with these metrics?

These numbers are a vital step in determining whether or not Google Ads is going to be an effective form of marketing for your business. To calculate your cost per conversion benchmark, the mathematical equation looks a bit like this:

Profit From Job / Lead Conversion Rate = Cost Per Conversion Benchmark
$200 / 50% = $100

Both the profit from a job and lead conversion metrics are incredibly important to figure out what you should be aiming for as a cost per conversion. Notice above how it says “benchmark”. This is the “break-even point” for your business. This means that you’re investing the entire $200 you just made back into advertising, and you’re neither losing money nor gaining money. The benchmark is really only in place to determine the point where you begin to lose money. The lower you are compared to your benchmark, the more profit you make.

Let’s go back to our figures – say you run Google Ads for a few weeks, and your Cost Per Conversion starts to creep above your $100 benchmark. This is a big warning sign that Google Ads perhaps now costs you money instead of making it. This might change as the account progresses. Maybe your lead conversion rate increases which would allow your cost per conversion to increase a little. Or, maybe you now have a bigger profit margin on your jobs. In any case, it’s an opportunity to review.

Take Action

Google Ads is an ever-changing advertising platform and can easily turn into a money drain if you don’t have the proper foundations in place. Take the time to review your figures, set goals and benchmarks, and you’ll easily be able to stay on top of your spending.

If you want to know more, or are looking for help with your marketing goals, send us a message!


Written by Lachlan Ward