Best Practices To Write Ad Copy on Google – 2021 Edition

Best Practices To Write Ad Copy on Google – 2021 Edition

The ad copy is one of the main elements of Google Ads campaigns that isn’t “behind the scenes”. That is, while your target audience can’t see your keywords, bidding, and overall targeting, they can see the ad copy. Which is why it’s so important to get right!

Google Ads have changed a lot over the years and continues to do so. For example, expanded text ads are getting phased out and we’ll only be able to create Responsive Search Ads moving forward. So, what are the best practices for writing ad copy?

1. Use Real Estate Wisely

This rule still applies as the competition on Google listings only increases. For this reason, it’s important to take up as much real estate as possible. It’s quite simple, use as many characters as possible within the limitations! The headlines allow you to use up to 30 characters while the descriptions allow up to 90. Don’t forget to use the URL paths as well to sneak in some extra words. 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.

2. Utilise all RSA fields

Now that we’ll be focusing on Responsive Search Ads, it’s important to use as many of the headlines and descriptions as possible. There are 15 headlines, 4 descriptions and 2 URL paths with RSA’s. Building these out gives Google more to work with and will also help with your ad rank and CTR. If you do have vital information (such as a sale/promotion) you are able to pin your headline or description to a specific spot.

3. Showcase your selling points

Aside from the technical elements, you’ve got to give people a reason to click on your ad. This is where it’s important to highlight the selling points of your product or service. Do you offer 10% for new customers? Add it in! Have a money-back guarantee? Add it in!

Feel free to reach out to us if you have any questions or want to learn about our Google Ads management service!

Written by Gabrielle Behm-Pike

2021 Brisbane Young Entrepreneur Awards Finalist Gemma Renton

Brisbane Young Entrepreneur Awards Finalist 2021

Gemma Renton, owner and founder of Vine Street Digital, is honoured to be chosen as a 2021 Brisbane Young Entrepreneur Awards finalist. The gala event to celebrate the achievements of Gemma and her fellow entrepreneurs and professionals will be on Friday 22 October, 2021.

Gemma has joined a group of contenders Australia-wide vying for not only Brisbane Young Entrepreneur of the Year, but also the Australian Young Entrepreneur of the Year award. The latter will be presented at an exclusive gala event on the Gold Coast, Saturday 11 December 2021.

The Young Entrepreneur Awards team noted that they’ve been particularly blown away by their entrants in the past year. They applauded how their award entrants responded to the difficulties of the pandemic, including those who were well-prepared in advance with business models designed to take advantage of the online economy. Gemma’s company, Vine Street Digital, is one such example.

“Vine Street Digital strives to be the best agency to work with, and the best agency to work for. Even before the pandemic, employees could choose when and where they work. This freedom and flexibility promotes a productive work environment and addresses the very modern problems of burnout and high turnover.” – Gemma Renton

Gemma created Vine Street Digital in 2015 after hitting her breaking point in the traditional agency life of the digital marketing industry. It’s an industry rife with high-pressure environments that “churn & burn” their employees and clients – exacerbating burnout, stress, and mental health issues.

Knowing there had to be a better way, Gemma took back control of her life and built her business on the foundations of honesty, trust, and integrity. She gave her employees the freedom and flexibility of a completely remote work environment. Seeing the company grow with productive and happy staff has validated Gemma’s decision to cut ties from traditional working methods.

Starting this business was hard, but the hard work has paid off. I’m extremely proud of the workplace I’ve built, the clients we’ve been able to help, and the employees that continue to thrive here.” – Gemma Renton

 

Telstra Business Women's Award Finalist Gemma Renton | Vine Street Digital

Gemma Renton, owner of Vine Street Digital

As the owner of an agency that focuses on PPC (Pay-Per-Click) digital advertising, Gemma knows all too well the pitfalls and restrictions of many agencies in the industry. Vine Street Digital challenges the status quo of the industry not only by liberating Gemma and her employees, but their clients as well. 

Since Gemma’s business model centres around long-term client retention, Vine Street Digital always provides clients with honest advice, even if it means saying goodbye in the short term.

For example, during the peak of COVID-19, the team proactively reached out to their clients to enquire about the pandemic’s impact on their business. If it made sense, the agency suggested pausing client ads, which also meant pausing their management fees. Although this meant Vine Street Digital lost out on short-term profit, they built trust with their clients and improved their relationships long-term.

“The pandemic continues to disrupt our clients across various industries. Businesses will be looking for agencies they can trust to operate in their best interests.” – Gemma Renton

Follow Vine Street Digital on Facebook, Twitter, and Instagram for updates!

 


Written by Chelsea Zanki

About Vine Street Digital:

Vine Street Digital is a digital advertising agency that focuses on PPC (Pay-Per-Click) marketing across multiple platforms including Google, Microsoft, Facebook, and more. Their management services include a thorough analysis of their clients’ business goals and metrics to help deliver their desired results. For further information, contact Vine Street Digital.

Ranked in Top 30 Search Engine Marketing Agencies by DesignRush

Vine Street Digital, an agency dedicated to Pay-Per-Click PPC advertising, has been recognised as a Top 30 Search Engine Marketing Agency in 2021 by DesignRush.

DesignRush is a B2B marketplace that connects brands with professional full-service agencies, web design companies, digital marketing firms, and top technology companies. The platform lists over 9,300 agencies from over 50 different countries and is consulted by thousands of decision-makers looking to start a project.

“We’re excited and honoured to be recognised for our dedication to PPC advertising,” said Gemma Renton, founder and director of Vine Street Digital.

Gemma chose to focus on PPC (Pay-Per-Click) marketing rather than open up to being a full-service agency. This dedication means that Vine Street Digital can go above and beyond for every client, across multiple platforms including Google, Microsoft, and Facebook.

The freedom and transparency that VSD offers to clients is also a key factor in its success. Its PPC management service is contract-free, and clients maintain complete ownership of all their accounts. This differentiates Vine Street Digital from the many agencies that try to keep a firmer hold on their clients. 

“We want our clients to stay with us because they’re happy with our service and because we can provide what’s best for their business; not because they are contracted to us.”

The team at Vine Street Digital takes pride in the quality of services that they provide. As a completely remote team, they offer their services worldwide and are proud to have clients not only in Australia but in the northern hemisphere as well.

Vine Street Digital’s management services include a thorough analysis of client business goals and metrics to help deliver desired results. For further information, contact Vine Street Digital.

Tips & Tools For Dealing With Click Fraud

Tips & Tools For Dealing With Click Fraud

What is Click Fraud?

Click fraud is when your Pay Per Click ads are clicked on repeatedly by individuals, computer programs, custom scripts, or even other advertisers, in an effort to drive up the Average Cost of your clicks and exhaust your daily spend limits. On top of the increased cost on wasted spend, click fraud will also see your conversion rates decline and heavily skew the data your campaigns have generated.

How Is Click Fraud Being Prevented?

Luckily, platforms such as Google Search already have native anti-click-fraud tools that have been designed to negate click fraud both online and offline. Using complex algorithms, Google is able to identify fraudulent clicks by analysing the IP address of the clicker, as well as click timestamps, in order to avoid charging the advertiser at the time it occurs.

However, sometimes fraudulent clicks can fall through the cracks. So, Google also has a manual and offline process for reviewing and negating any clicks that may be invalid. Google also will launch investigations into suspected fraudulent clicks based on advertisers’ reports. Should those clicks be considered fraudulent, Google issues credits to your account to compensate advertisers for the cost.

(Reference: https://www.wordstream.com/blog/ws/2015/08/17/click-fraud)

How Can You Prevent Click Fraud?

There are several ways an individual or business can protect their campaigns and ad accounts from click fraud, either by taking matters into their own hands or through using third-party software and tools.

Report Directly to Google Ads

On suspicion of fraudulent clicking, before taking any direct action, you must be aware of the traffic that is being generated in your account. Understand your direct competitors and their drive to outbid or outrank you.

Try and collate information about:

  • IP addresses: Every user has an IP address, like a home address for your internet activity. When users visit a site, they leave an IP address trail that can be tracked by webmasters.
  • Click timestamp: the time when someone arrives on your site after clicking an ad.
  • Action timestamp: the time when that person completed an action on your site.
  • User agent: features of the device on which they are browsing.

(Reference: https://www.onlinemarketinggurus.com.au/blog/click-fraud-adwords)

With this information, you’ll be able to file an internal report for Google Ads to investigate and follow up on for you.

Use a Third-Party Tool

If you want to go through a third party tool, it’s good to know that there is a huge range of Anti-Fraudulent-Click software available.

Here are some examples of third-party click fraud software:

  • ClickCease
  • PPCProtect
  • Adjust
  • ClickGuard
  • Clixtell Click Fraud Protection

These programs will automatically scour your campaigns for any suspicious or fraudulent activity. They can scan IP addresses and click timestamps to calculate whether the flick was fraudulent or not. Then, they will automatically remove and exclude them from the account for you.

They work by scanning your IP address as well as a range of other indicating factors, as you would manually, in order to quickly block malicious clickers from further fraudulent activity. These programs usually come with their own user interfaces to help you manage your flagged clicks outside of the sometimes-hard-to-follow Google Ads interface.

Is Click Fraud Protection Worthwhile For Your Business?

Before jumping to subscribe to an anti-click fraud tool or anxiously sifting through your historical campaign data for any suspicious activity, you must also consider whether your business would even be a target for fraudulent clicks.

Usually, click fraud is common amongst major companies and businesses with large, sustained budgets that target very broad keywords. If your industry is niche, or your target audience is small, you are not likely to encounter click fraud – especially if there aren’t many advertisers you are competing with.

It’s worth considering, however, that as more and more businesses are “going online”, digitalising their marketing strategies and running PPC ads, that unsuspecting advertisers may find themselves being targeted by malicious activity where there previously was little concern. Familiarise yourself with the tools available to protect your business and your campaigns against click fraud.

Let us know if you have any questions!

Written by Harry Taylor

5 Powerful Lead Magnets To Build Your Client Base

5 Powerful Lead Magnets To Build Your Client Base

It’s getting increasingly harder to obtain new leads for businesses as people are becoming more cautious about handing over their email addresses and contact information. In order to grow your database, you need to give something in return, and that something needs to be valuable. This is where it helps to have powerful lead magnets!

Lead Magnets need to stand out and offer the potential prospect something that is relevant and useful. The good news is that you might already have valuable information available that you can repurpose.

There are a wide range of lead magnets that you could utilise, including webinar content, podcasts, guide downloads and more.

Here are five examples of 5 Powerful Lead Magnets to try!

Downloadable Guide or eBook

This is great for businesses that already have a lot of blog content on their website, or have valuable in-house resources that you provide to existing clients.

For example, perhaps you have an online retail beauty business. You already have a fair few blogs written on the “Best Foundation For Dry Skin”, or “How To Retain Your Skin’s Moisture”. You would be able to group this content together to create a downloadable guide, such as “Our Guide On Your Skin Looking It’s Best In Winter” and utilise this on a seasonal basis to grow your database. Then you have the opportunity to create tailored email content for those specific leads.

Alternatively, you may be a service-based business offering sustainable energy solutions. Offering a guide on “How To Save On Electricity Sustainably” will help capture prospects that you can identify as warm leads, given their interest in this lead magnet.

The Checklist

The Checklist is another effective and fairly easy lead magnet to create. I’d present these as “Things To Consider Before X”. For example, if you run business coaching services, you could create a lead magnet for “Things To Consider Before Starting A Business”. This could be a simple checklist of things you should have in place before starting a business.

Again, this provides you with qualified leads of people that may be interested in your services.

Case Study

What better way to highlight your products or services than a case study! This is a great way to highlight your existing clients/customers’ success and establish yourself as an expert in your industry.

This is great for businesses where you can show how you’ve helped your client improve from X to Y. For example, perhaps you’re an educational provider and you’ve got a story of a student who successfully changed their career path and they are now doing what they love!

Alternatively, if you’re a tradie and you’ve got a great renovation to show off, you could also turn ‘before and afters’ into a small case study!

Free Trial / Consultation

This one is slightly more time consuming, however, it can be very effective in generating leads. You’ve also got the opportunity to create a relationship with the prospect, which can help move them down the marketing funnel. This lead magnet can be effective across a range of industries. For example, you can offer a Free Trial/Session as a personal trainer, a life coach, a nutritionist, and so on.

Or perhaps you have a software-based product in which you can offer a free trial or demo. You might provide a consultation on how the prospect can benefit from incorporating the software into their business.

Again, this lead magnet does require more involvement on the business side, but can still be flexible in what you wish to offer.

Webinar

Webinars allow you to take advantage of existing content that you can repurpose into a live (or prerecorded) webinar. Again, if you already have existing blog content, you can tailor that to one theme or topic that is relevant to your target audience. This provides an alternative medium to a regular PDF download or written resource.

The added benefit of a webinar is that it puts a face to who’s behind the business, and can establish a stronger relationship with the prospect from the start.

Webinar Lead Magnets can be suitable for a range of businesses. However, they may be better suited to service-based businesses rather than e-Commerce.

Have you got your lead magnet ready?

What are you waiting for? Start creating your powerful lead magnets today! Feel free to reach out to us if you’d like help.

Written by Gabrielle Behm-Pike

Lead Magnets: eBook Downloads VS Webinars

Lead Magnets: eBook Downloads VS Webinars

Lead magnets can be a powerful way to attract more people to your website, grow your email list, and improve your conversion rates. It has become apparent that nowadays people aren’t that willing to hand over their personal information without some value in return. So, by considering your business objectives, different lead magnets, and the pros and cons of each, you can set yourself up to get the most value out of your chosen lead magnet.

We have reviewed two of the most popular lead magnet options to give you a bit of perspective.

Comparison Table: eBooks versus Webinars

eBook Download Webinar
User commitment required None High
Scalability Excellent Limited
Ability to get to know prospect’s pain points Limited Excellent
Relationship-building potential Limited Excellent
Ability to learn more on the spot Good Excellent
Ability to grow email list Excellent (higher volume) Excellent (better quality)
Building trust, authority, and loyalty Good Excellent
Open/Completion Rates Limited Excellent
Lead Quality Good Excellent

Below, we’ll go into more detail about each section.


 

User commitment required

eBook Webinar
None High
No real commitments are required other than providing their personal information. From the prospect’s point of view, they need to be willing to dedicate the time it will take to watch the webinar and ensure they will be available. Unless you are offering a recording of the webinar, so they can watch it on their own schedule.

 

Scalability

eBook Webinar
Excellent Limited
eBooks are a downloadable item, so there are no time constraints and work hours needed once the eBook is completed. Scaling up a webinar could be a challenge as you’ll need to dedicate more time to deliver the content more often.

 

Ability to get to know prospects’ pain points

eBook Webinar
Limited Excellent
As a static medium, there is no conversation involved with a real person. Normally, these lead magnets are downloadable through an email or on the website. You could offer an email address for them to contact you if they have any questions or feedback. In a webinar, you have the opportunity to speak with your prospects, whether that’s in the form of a real Q&A dialogue or having a chat option open for questions.

 

Relationship-Building Potential

eBook Webinar
Limited Excellent
Normally, there are no touch points with a human in this process, unless you add this step into your strategy e.g. send a follow-up email to see how their experience was and/or if they had any questions. Similar to understanding prospects’ pain points, webinars offer the opportunity to be personal and create a dialogue between prospects, as well as deliver great customer service.

 

Ability to learn more on the spot

eBook Webinar
Good Excellent
But as a static medium, the information is limited to what’s already in the eBook. So, the reader will need to reach out for more information separately. With a speaker/presenter (who is usually supported with content/presentation), a webinar also provides an opportunity for Q&A, so the viewers can get more information on the spot.

 

Ability to grow email list

eBook Webinar
Excellent Excellent
More likely to get email signups, however, volume is key here. The quality might not be as good as a webinar. Probably fewer email signups, but can be higher-value prospects because they’re wanting to commit to a webinar.

 

Building trust, authority, and loyalty

eBook Webinar
Good Excellent
You’ve literally written a book on the topic of interest, so this will build trust and authority. A webinar can do this more when you have a person talking (providing they are knowledgeable and present well).

 

Open/completion rates

eBook Webinar
Limited Excellent
You can track the initial download, but never how much of the book that person read, or if they’ve chosen to send the downloaded file to anyone else. You can track who signs up, attends, leaves, and stays.

 

Lead quality

eBook Webinar
Good Excellent
As this has a lower commitment, you’ll find you get a lot more volume but poorer quality leads.

You may also find that sometimes people will download the eBook more than once, giving you a false indication of lead quantity (this can happen simply because they lost track of the downloaded file and went through the process again to get another copy).

There’s a bit of commitment that goes into attending a webinar, so you’ll tend to find leads are higher quality.

 

Wrapping Up

There’s a lot to consider when comparing these two lead magnet options. You may even choose to try both of them! If you have any questions or want to know more about how lead magnets could fit into your digital marketing strategy, let us know!

Written by Malinder Ah-chong

5 Things Your Landing Page Needs To Generate Leads

5 Things Your Landing Page Needs To Generate Leads

When designing a landing page, it’s important to give users the information they need and make it easy for them to contact you. After all, the purpose of a landing page is to help you generate leads! Here are 5 must-haves for every landing page.

1. Phone Number

Having a phone number on a website is one of the simplest and most effective ways to get leads. When adding a phone number to your landing page make sure it is prominent and can easily be seen by the user as soon as they load the page. Preferably adding things like a fixed header can allow the user to see phone numbers wherever they are on the page so when they’re ready to call, your phone number is available to them immediately.

2. Contact Forms

Having a contact form is one of the best ways to capture information from the user. Using that information, you can then reach out to them with more information and possibly a quote or something. Also, having their details captured allows you to utilise other avenues of advertising like email marketing or remarketing campaigns to target them again later to grow repeat business.

3. Unique Selling Points (USP) & Call To Action (CTA)

Your USPs are what makes your business different from the rest. That could be something like ‘lowest prices’, ‘family-owned and operated’, ’50 years’ experience’ etc. Having these on your landing page can set you apart from the competition. At the same time, it’s important to have CTAs on your landing page to help drive action from users. This could be something like ‘Call Now’, ‘Get A Free Quote’ and so on.

4. Relevant Content

This might seem like a no-brainer, but if someone is looking for a specific product, make sure the page information relates to that product. For example, if you’re a gardening service and someone searches for ‘lawn maintenance’, don’t send them to a page about ‘tree lopping’. Make sure that the correct keywords are matching up to the landing page.

5. Be Short & Sweet

The point of a landing page is to get the user to contact you, not to read content for an hour. Having information on the landing page is important, but you don’t need to include every single little detail about your business or service. Just make sure you’ve got any critical information and top-selling points for your service or product.

Wrapping Up

Feel free to contact us if you have any questions or want to know about our Landing Page add-on package!

And for further reading, here are our other articles about landing pages:

Written by Lachlan Ward

Work From Home Tax Write-Offs

Work From Home Tax Write-Offs

Vine Street Digital has always been a 100% remote workplace even long before the pandemic. Working from home has a tonne of benefits, but the tax benefits are the cherry on top!

Here are a few things you can claim on your tax if you work from home.

Electricity Expenses

Anything that’s heating, cooling, lighting or running in your workspace is chewing up electricity. The good news is that you can claim a deduction for the portion of your electricity being used for work.

Phone & Internet

If you’re using your own personal internet connection for work, then you can claim a portion of your home internet on tax. Of course, if your employer is footing the bill then it doesn’t count.

Cleaning

Don’t get too excited, this is just for cleaning costs for your dedicated work area only.

Repairs to Home Office Furniture/Fittings

Something broken? You can claim a deduction for costs associated with fixing your home office equipment.

Electronic Equipment and Accessories

This could be your laptop, a printer/scanner, keyboards, and more.

Stationery, Paper, Notebooks, Ink, etc.

Anything consumable that you use for work can also be claimed.

Computer Software & Website Maintenance

Programs such as Adobe Photoshop and antivirus software count if you need them for your work. Plus, you can claim an array of services and costs related to maintaining a website, such as domains & hosting fees.

Time to get claiming!

There’s no maximum to what you can claim but you need to make sure it’s calculated according to the rules. It’s also important to keep thorough records including receipts, phone logs, vehicle miles/odometer readings, and anything else you may want to claim back at tax time.

Check out the ATO website for more information on what you can and can’t claim and give their home office expenses calculator a spin!

Information provided on this website is general in nature and does not constitute financial advice. Where appropriate, seek advice from a professional advisor.

Written by Gemma Renton

5 Reasons to include Reddit Ads in your PPC Strategy

5 Reasons to Include Reddit Ads in your PPC Strategy

When most people think of social advertising they think of the big players; Facebook and Instagram. And rightly so! But as more people are growing weary of the constant life updates and pictures of food, users are seeking out spaces to broaden their horizons. That’s where Reddit comes in.

Reddit is essentially a collection of forums where users can post and comment anonymously. Each forum on the site is called a “subreddit” and is dedicated to a topic. You can read Q&As with people from all walks of life (r/IAmA), learn some interesting facts (r/todayilearned), laugh at cute dogs (r/WhatsWrongWithYourDog), or look at buildings that used to be Pizza Hut locations (r/FormerPizzaHuts). Users actively opt-in to subreddits based on what interests them and what they want to see.

Reddit isn’t just for the people, it’s by the people. Users can “upvote” and “downvote” content and comments they see. Content with more upvotes tends to be more visible with some even making it to the “Front Page of Reddit”, a curation of all the top posts from all subreddits.

As an advertiser, it’s this opt-in method of curated, quality content that makes this platform appealing.

Here are 5 reasons why you should consider Reddit Ads in your PPC Strategy.

1. Reddit Ads reach highly targeted audiences

Users have to actively opt-in to subreddits and they’re also upvoting and downvoting content all the time. This means Reddit has a very clear idea of what a user wants to see, and that gets translated into your targeting options. As an advertiser, you can target people who follow certain subreddits. So let’s say you’re trying to target startup founders, then you might want to target users subscribed to r/startups, r/smallbusiness or r/Entrepreneur.

The big difference here is that platforms like Facebook or Instagram are often assuming their users are interested in certain topics, whereas Reddit is sure. No algorithm is required to find out if a user is interested in business, they told Reddit themselves when they opted into a subreddit. This means you know your ads are reaching the right audience and your money is being spent wisely.

2. Users on Reddit are actively engaging with content

Reddit is a collection of forums, so there are always conversations happening. Questions, thoughts, comments, answers, links, resources, and support regularly come in, from all directions, about a range of topics. Don’t get me wrong, it’s not like you’re going to get a lively philosophical debate happening in r/holdmybeer, but users are still upvoting and downvoting as they scroll.

It’s one thing to advertise to the right users, it’s another to have them actively engaging. As long as you’re focusing on quality content, it’s likely you’ll get a high engagement rate.

3. Reddit is great for reaching a niche

If your business is offering a very specific solution, or your target audience is interested in a particular niche, then Reddit is a great way to advertise.

Targeting a niche can be tricky – if your product is new, then people might not know they need you yet. Maybe you have a great solution, but your target audience is only a handful of people. Businesses like this often try to turn to Google Ads, but give up after they find out that bottom-of-funnel keywords are low search volume, and top-of-funnel keywords are money pits.

Reddit is a great solution to this because it’s a way to get top-of-funnel traction without your ads becoming a money pit. The ultra-targeted subreddits mean you can find your niche and present your new amazing thing in an engaging way.

4. Reddit can give your brand a voice

Reddit ads come in a variety of formats, including the traditional image and video ads with CTA buttons. But Reddit also allows you to promote text posts like any other forum user. The advantage is that you can camouflage your ad to look like native content while also starting a conversation.

I know what you’re thinking; Facebook & Instagram also allow comments, so why is this so different? Well, everyone on those platforms is commenting as themselves and usually tagging friends or family and starting their own side conversation. However, Reddit is anonymous, so you tend to get more engagement when people are hiding their identity. Plus, it tends to be more on-topic than what you’d get with Facebook. Opening a conversation is a great way to get honest feedback from actual users in your target audience. You won’t get a better focus group!

5. Reddit ads can fit with small and large budgets

How much you spend on Reddit Ads completely depends on how many people you’re trying to reach. If you’re looking at a really niche audience, then you may only need $150 per month to get in front of them. But aside from being able to narrow your targeting to save on costs, Reddit is also a little hidden gem. All ads on social platforms are ultimately competing in an auction. With fewer advertisers on Reddit than there are on Facebook, you can expect to not have to fight so hard.

So are Reddit Ads worthwhile?

Given the targeting, costs and users involved, I’d argue that it’s worth a try. But ultimately it comes down to your business, your goals, and your audience. Reddit users are actively engaged, but they’re also picky. You need to make sure you’re going in with something to offer, and not just going for the hard sell each time. But with the right content, it makes sense to utilise this ever-growing platform to get in front of more potential customers.

Feel free to reach out to us if you have any questions or want to learn about our Reddit Ads management service!

Written by Gemma Renton

Wave Goodbye to BMM; Phrase Match to Take Over

Wave Goodbye to BMM; Phrase Match to Take Over

On 4 February 2021, Google announced that they’re retiring the Broad Match Modifier (BMM) keyword match type, as they intend to merge BMM functionality with Phrase Match (PM). As of July 2021, you’ll no longer be able to create new BMM keywords, but Google will still honour any existing ones in your campaigns.

If you’re not familiar with the keyword match types, our beloved BMM was always a handy way to cast a broad net without getting a deluge of irrelevant search queries. So it’s no surprise that PPC specialists everywhere are mourning the loss of this handy match type.

What does the merger of Phrase & BMM mean?

For those of you who need a match type refresher, you can check out our breakdown of the keyword match types and how they behave.

Essentially, BMM allowed us to put a modifier, or “+” in front of certain words to tell Google that these words are mandatory in a search query. It meant that as long as a search included those words with modifiers, no matter the order of the words, it could trigger your ad to appear for that search.

Phrase match narrowed it further than this. It allowed us to put double quotation marks around groups of words to tell Google that they’re mandatory in a search query. For example, if my phrase match keyword was “wine glasses”, a user would need to have that precise phrase in their search (with the words in that same order) for my ad to appear.

Google will now use phrase match to cover the types of queries that may have previously been caught by BMM. But it goes further than that; Google now cares more about the meaning and intent of a search rather than the exact words you use.

For example, if my campaign targets “lawn mowing services” as a phrase match keyword, my ads could now show for a search such as “get someone to cut my grass”. Google thinks this is basically the same thing with the same intent, even if they didn’t use the words in your keyword.

Google Ads BMM Phrase Match Lawn Mowing Example | Vine Street Digital

(Infographic source)

Why would Google abandon BMM?

Google’s argument is that search has become more about intent and less about the particular words people use. If BMM and phrase match are both about finding reach while still staying on message, then it’s redundant to keep them as two separate match types. Or, as Google puts it;

“With these improvements, we’ve seen that phrase match and broad match modifier often serve the same use cases and that you can reach more of the right customers through a combination of the two.” (Source)

There’s also the argument that this simplifies keyword management and gets you better reach with your campaigns. In the old system, if you put in a keyword with particular words in it and someone searches for something that means the same thing but doesn’t match your words, you wouldn’t show up.

So, intent-based matching helps you to reach the right people, without having to add tonnes of keyword variations (and manage them daily).

This sounds okay, what’s all the fuss about?

While it sounds like Google is acting in your best interest to find the right customers, we need to remember that Google’s objective is to make money. Google has been losing market share since 2016, so it’s not surprising they want to find a way for you to spend more on ad clicks.

Previously, with the traditional match types, if the search didn’t match the exact words, you simply wouldn’t come up – meaning you don’t have to spend unnecessarily. Now, Google can take the liberty to show you whenever they feel the intent is right, creating more chances for clicks and for ad revenue.

This kind of change is part of a series of changes that are broadening up search results and giving advertisers less control.

In 2017, Google announced that exact match was no longer exact; they’d allow all sorts of close variants including a rewording and reordering of words in the search. Then in September 2020, Google announced that instead of showing all search terms from users, they’d only show search terms that had a “significant number of users”. This means advertisers can no longer rule out all irrelevant queries, just the ones Google was willing to show them.

You can see why advertisers are frustrated; we can’t tell Google exactly what we want, and we can’t rule out every irrelevant search. Now Google will take more liberty with showing our ads for even more searches, and we won’t necessarily be able to see what they’re deciding.

Campaigns for the new era

There’s not much we can do except to move on and adjust. With BMM disappearing and keywords matching more on intent, it’s changing the way many PPC specialists structure their campaigns.

Structures like Single Keyword Ad Groups (SKAG) and separating out different keywords into their individual ad groups are becoming less useful. These structures used to be about control over what keywords triggered for what searches, and how we bid on them. With that control gone, we now need to control what ads come up for what intent. This will likely mean campaigns will go through a restructure before July, and you’ll see ad groups based on intent rather than keyword. This will likely mean fewer ad groups and fewer ads.

Quality Score will also become an important factor. With several variations of the same keyword now triggering for the same searches, PPC specialists will be on the hunt to find the best one with the best Quality Score. It’s silly that keywords with the same intent would have such different Quality Scores, but it’s one way to play the system. Perhaps Quality Scores will be the next in line to change based on the recent developments.

As we’re quickly approaching July, it’s time to write your final farewell love letters to BMM and move on. Restructuring your campaigns now will give you time to understand how the new intent match types work on your phrase match keywords, how to sculpt your traffic, and how to develop your ads. Don’t be surprised in July, be prepared now.

Contact your PPC Specialist or send us a message if you have any questions and/or want to discuss strategies for your campaigns!

Written by Gemma Renton

5 Tips to Get Started With Amazon Ads

5 Tips to Get Started With Amazon Ads

Have you considered marketing your products via Amazon Ads? This platform is worth a look for all eCommerce businesses. To give you a bit of perspective, Amazon’s share of the US eCommerce market is projected to increase to 50% in 2021 (Source: Statista) and in February 2021 Amazon broke through the $1 billion revenue mark in Australia (Source: Sydney Morning Herald). So Amazon is really becoming a part of the way people shop online all over the world. If you are already a seller/vendor on Amazon you can start a campaign right away, but if that isn’t the case, you just need to sign up.

Here are my top 5 tips to get started with Amazon Ads!

Product Specifications, Imagery, and Description

This tip goes for all PPC channels and eCommerce businesses. For each individual product, there will be specifications such as colour, size, dimensions, target gender, and so on. Fill in all of the information, every single field possible – do it! This will allow your products to trigger for more searches, show up for filtered searches, and will improve your traffic for automated targeting campaigns.

As for your product images, nowadays, your items are only as good as the quality of the picture. Customers are able to window shop and view so much information at once. Customers are looking at your product images to gauge the quality and value, and to decide if they want to learn more.

Your product description is another essential source of information. The automated targeting will also use your product description to match with people’s searches, so use this to your advantage. Because there is so much variety and so many options for people to choose from, they will search using adjectives. If they are looking for something specific, they are going to type in a specific search.

For example, if you’re running a jewellery store, really go into detail and describe the specifications! Explain the materials, shape, size, and who it’s ideally suited for. You can also incorporate images in the description. So you can include lifestyle shots and be creative!

Amazon Brand Registry

If you have an official brand, you’ll want to sign up for Amazon’s Brand Registry. By enrolling in this registry, Amazon helps you build your brand through Sponsored Brand campaigns. This enables you to create an Amazon Store and can help protect your brand.

Amazon Store

Within Amazon, you can create a storefront for your brand. It allows you to showcase your brand, products, and different categories without taking people away from the website. It’s completely customisable, so you can ensure the design is true to your brand. Plus, there’s no coding necessary! You can also access insights and analytics to optimise your campaigns.

Automated Campaign for Keyword Ideas

Once you have all of your basics covered with your inventory, brand, and store, you’ll be able to start running ads!

Amazon Ads doesn’t have any official keyword tool (like Google’s keyword planner). So, it can be a little hard to gauge search traffic volume and understand the things people might be searching for. The best way to get some keyword ideas is to let an Amazon Ads automated campaign do the investigating! This is definitely not a “set and forget” method, though, so be sure to stay on top of it.

Plan Ahead

One last tip: be sure to plan ahead. Almost everything on Amazon will take time to be processed and approved – up to a few weeks, in some cases. So you’ll need to make sure you are getting prepared well before you start considering running ads.

If you’re already on Google Shopping or Facebook and Instagram, Amazon Ads could be a great option for you to consider! Reach out for a chat with us to find out how it could benefit your business.

Written by Malinder Ah-chong

Apple iOS 14/14.5 Updates FAQ for PPC Advertising

Apple iOS 14/14.5 Updates FAQ for PPC Advertising

What is the iOS 14/14.5 Update?

iOS is the operating system on Apple products like iPads and iPhones. So, when we talk about versions 14 or 14.5, we’re talking about updates to that system. The most recent updates (14 & 14.5) came with many software features, but the one that’s relevant to advertising is App Tracking Transparency.

App Tracking Transparency is a setting that allows users to opt-out of all tracking. Before the update, apps could track many things about you, including who you are, what you do, what you like, and what you buy. While there were some things you could do to protect your data, you couldn’t always opt-out of this kind of data collection. That’s where App Tracking Transparency comes in. This update lets you change tracking permissions and hide your data for every app you’ve installed.

How does this apply to advertising?

Advertising thrives off data collection. In order to show you something relevant, advertisers need to understand what’s relevant to you. If they can’t collect data, advertising platforms like Facebook won’t be able to know what would interest you. So, that makes it difficult for them to serve you a good, helpful ad. 

This iOS update means that users will still see ads, but the ads won’t be as relevant to the individuals who’ve opted out of tracking. For example, a local nursery might want to serve an ad for native plants, and those ads could still reach gardening enthusiasts. But now they might also reach the city dweller in a small apartment with no garden in sight. Without specific data, there are no specific ads. So, you should expect to see broad messages with mass appeal.

What impact does this have for advertisers?

AUDIENCES

It’s bad news for advertisers. Effective campaigns are founded on being useful, relevant, and engaging. Most advertising is targeted based on audiences, and those audiences are created from the data collected from users. Now that a lot of that data is gone, those niche custom audiences may start disappearing as platforms struggle to know which user to put in what audience. No one is fully clear on what this means yet, but many speculate that targeting based on location, gender, age, and other demographics will become a lot harder.

TRACKING

It’s not just about audiences; it’s about how we track success, too. Without going into too much technical detail, the updates to iOS 14 make it hard to track and record the actions you take in relation to advertising. For example: someone might click on your ad, go to your website, perhaps look at some products or browse your services, then purchase or contact you. Without the usual tracking methods, platforms will struggle to match a click/view to all the actions users take as a result of seeing an advertisement.

Don’t panic – platforms can still track events, leads, and purchases, but not as accurately or in as much detail. The update limits how much information these platforms can collect, so they have to prioritise. This is why Facebook is asking advertisers to tell them their preferred web conversion events and rank them in order of importance. Facebook will have to make some choices when it’s collecting data, and it’s asking you to tell it the priorities.

These platforms are also going to have trouble remembering interactions and putting those people in audiences. For example, before the update, you could create an audience of people who visit your website and don’t convert, and then remarket to them with ads. After the update, this will be a lot harder. Your audience lists are going to get smaller as more people opt-out of data collection. Eventually, those lists might become too small to use. 

REPORTING

Every little click and scroll a user makes goes into the metrics for your ad reports, particularly when it comes to interactions people take with your website and with the apps they use. Platforms will use those data points to understand what someone did after interacting with an ad. With fewer data points, these platforms won’t always have a clear understanding of what has happened. 

Think of it like a “connect the dots” picture. If you have many dots, you can make a clear picture without connecting much yourself. But with fewer dots, you’re going to have to draw some pretty big lines to make sense of it. Platforms like Facebook will have to stretch a lot further to connect the dots of your campaigns.

Less data means more assumptions, which means that reporting won’t be as accurate. You’ll still get an idea of what’s working and what’s not, but it won’t be in nearly as much detail. 

ALGORITHMS & LEARNING

Advertising platforms will need to make more assumptions about who’s relevant and what’s working when it comes to your campaigns. Their tried-and-true algorithms may not work the way they used to. 

Even the platforms themselves, like Facebook, don’t yet know the full impact this iOS update will have. Advertising platforms will go through a considerable re-learning period where their algorithms for serving ads will need to understand what’s good and what’s not good under these new rules.

Are my campaigns going to fall apart now? What about my results?

No one can say for sure what will happen, but as the update rolls out, more and more users will opt-out of data collection. Reps from platforms like Facebook predict that the next few weeks will be tough and say to expect a decline in results while their algorithm re-learns. However, reps may be downplaying the change. No one knows how harmful the effects will be for advertisers or how long it will take to adjust.

Is this just Facebook Ads or is it other advertising platforms too?

Facebook is getting the most attention because it’s a huge player and the one pushing back on Apple iOS the most aggressively. It also relies very heavily on data collecting to tailor its audiences for advertisers. However, other ad platforms like Google, Pinterest, Microsoft, Twitter & more will also be affected.

What can I do to help my campaigns?

We can’t completely avoid the changes that are happening, but there are a few things that we can do to help the transition.

PREPARE THE TECHNICAL

Facebook has recently asked advertisers to verify their domains and configure their web events. There are also some other tactics in terms of how you install your Pixel (Facebook’s data-tracking tool), but as we all know, nothing will prevent the changes from having an impact.

COLLECT FIRST-PARTY DATA

The data that apps collect from you is called “third-party data”. First-party data is when someone gives you their details directly, for example, a customer giving you their details in a contact form or signing up for a newsletter. That data is going to become more valuable and give you more advertising options, particularly around remarketing.

PREPARE YOUR BUSINESS FOR TOUGH TIMES

Facebook representatives are advising advertisers to weather the storm. Many say that results will decline for a few weeks while the platform goes through a significant re-learning phase. They’re asking advertisers to keep their campaigns going and stick it out through the downturn in the hope that learning can continue and ads will improve.

While this isn’t terrible advice, it is in Facebook’s best interest to say this. However, not every business has the cash flow to do this. Leaving your ads running for the purpose of learning is likely to result in improvements, but there’s no point in that if it’s going to be detrimental to your business financially. 

If you can afford to do so, watch your campaigns and ride out the storm. But, if it’s becoming impossible to maintain, reduce your ad spend or pause your advertising. Review your budget and your marketing plan – understand how much you can manage and at what point you’d need to bring the axe down. Talk to your PPC Specialist so you’re on the same page about how to react to the change and the results coming in.

DIVERSIFY YOUR PLATFORMS

The impact of the changes will be different depending on the platform. No one knows what will happen, and each platform will need to decide how to move forward in terms of its advertising. 

It’s a good time to think about what platforms you’re on and assess whether all your eggs are in one basket. There is a range of search and social advertising platforms available. Diversifying your advertising could prevent a major crash if one platform has more issues than the others.

What does the future hold?

Paid advertising is changing in a big way. Depending on who you ask, you can get opinions ranging from “this is the apocalypse” to “it’s simply a different way of marketing”. There’s a lot of uncertainty around these changes because no one knows the full impact yet. 

Here at Vine Street Digital, we believe that the foundations of paid marketing are still present, but the tools are changing. Marketing isn’t going away. While it may be challenging at first, skilled marketers will come back to the core of what makes a good campaign and find ways to reach the right people with the right message.

Written by Gemma Renton

Reach New Customers With Spotify Ads

Reach New Customers With Spotify Ads

What are Spotify Ads?

Spotify is a streaming service for music and podcasts. It offers access to millions of songs and audible content from creators across the globe. Whilst Spotify provides a free service (one of its main selling points), it also offers a premium subscription which allows users to stream in higher quality and experience ad-free listening. This makes Spotify Ads a great way to reach new customers!

Spotify Ads specifically targets users who are on the free version of the streaming service. As of Q4 2020, there are over 345 million users on Spotify across the world – 190 million of which are free users (source).

Why choose Spotify Ads?

Spotify Ads put a unique perspective on the classic PPC Marketing model, giving you new ways to reach customers who otherwise would’ve missed your ad. Rather than allowing users to scroll right past your ad (as on other platforms), Spotify directly inserts your ad into the listening experience of its free users. This means your ads are hard to ignore, thus providing you with a spotlight to quickly promote your business, service, or product.

Is This The Right Platform For You?

One of the biggest limitations of Spotify is in its targeting (more on that later).

This means that you need to consider whether you want engagement with your ads (clicks, listens), or if you’re simply after brand awareness (reach, impressions). You also need to consider the fact that 100% of your audience are free users of the platform.

A podcast, for example, might use the platform as a way to promote a recent episode of the series. So, awareness is the primary objective, and the platform is used to listen to podcasts. A bespoke local jeweller, however, might find it hard to find a relevant target audience.

Campaign Objectives

Spotify can be used in all stages of the customer’s journey – from awareness to consideration, to purchasing – again, depending on your goals for your ads. From the get-go, Spotify asks if you would like to promote:

  • A brand, product, or organisation,
  • An artist’s music on Spotify,
  • Or a concert or artist’s merchandise.

Spotify Ads Campaign Objectives | Vine Street Digital

As Spotify is an audio-based platform, there are only three options you can choose from when putting together your ad creatives:

  • Audio,
  • Video (horizontal), and
  • Video (vertical).

Whilst Audio ads are the core of the Ad Studio’s offering, Video Ads are quite new to the platform.

Targeting

Unlike Facebook, Spotify’s targeting options are very broad. When putting together your ad sets, you are presented with four options.

  1. Interests: Target your audience based on their interests, as indicated by recent podcast and playlist listening, as well as by streaming platform.
    Spotify Ads Interest Target
  2. Real-time contexts: Target people in specific moments, as indicated by the playlist they’re currently listening to.
    Spotify Ads Real-time Context Targeting
  3. Genres: Target people based on the genre of the song they heard immediately before hearing your ad.
    Spotify Ads Genre Targeting
  4. No additional targeting: Target the widest possible audience.
    Spotify Ads Wide Targeting

Whilst other PPC Platforms offer the ability to split your allocated marketing spend into a daily budget, Spotify only allows you to use it over a ‘lifetime’. The minimum budget for your Spotify Ad Set is $250, however, you can stretch this across any period of time.

Ad Creation

The final step is putting your ad together. If you’ve selected audio ads, Spotify gives you two options:

  1. Help me create one: Write a voiceover script and we’ll record and mix it with a background track for you.
  2. Use my own: Upload your complete audio ad with a voiceover and background track.

Your audio ad is also limited to around 29 seconds, meaning you will have to be quite brief about your organisation, product, or services.

Once you’ve put your creatives together, Spotify usually takes between 24 hours to 48 hours to approve your new ad set. Once you’ve been approved, your ad set will automatically activate on your chosen start date.

If you have had any issues with your ads being approved (as I certainly have), do not fear. In our experience, Spotify support is very prompt and very helpful in clearing up any policy violations or mistakes in your ads.

How To Get Started

Firstly, you’ll need to set up your Spotify Ads account through the Spotify Ad Studio. Once this has been created, you’ll be able to get started on your campaign straight away. As mentioned, you will need a minimum of $250 to put towards your new campaign.

If you’d like more guidance, feel free to contact us with any questions about our Spotify Ads management! We’ll discuss your business and marketing goals to help you determine if Spotify Ads is right for you.

Written by Harry Taylor

Why You Should Advertise with Microsoft Ads (Bing Ads)

Why You Should Advertise with Microsoft Ads (Bing Ads)

Google’s search engine is the most used in the world. So it’s no wonder that Google Ads is one of the first platforms that businesses go to for their Pay Per Click marketing. But have you considered Microsoft Search Ads? Formerly known as Bing Ads, we consider this SEM platform a bit of a hidden gem for lower-costing clicks and higher-value customers. Not only do Microsoft Ads run on the Bing search engine, but also on Yahoo, AOL, and other partner sites. Read below for five benefits to show why you should advertise with Microsoft Ads.

Smaller Market Share, But Bigger Opportunities

It comes as no surprise that Google holds the highest search engine market share with the most online searches. But, this doesn’t mean Microsoft Search Ads should be ignored! Bing has a much higher market share in the US and UK compared to Australia (which makes up roughly 12%), and they are seeing positive growth year on year.

Since Google is bigger with an abundance of search volume, businesses naturally flock to where the demand is. However, there are still millions of searches per day on Bing Ads.

Lower Costs & Larger Returns

Because there are fewer businesses participating in keyword auctions, the Cost Per Clicks (CPC) is lower. This means you can get people to your website at a much lower cost than Google. There are industries where I find the CPC may be on par with Google Ads. However, due to lower competition, I also find that Bing Ads have higher Conversion Rates. So, this results in more affordable leads and sales.

With these lower costs, you can have a smaller advertising budget. Or, you can achieve greater Search Impression Share with a similar budget to Google Ads.

Higher Value Customers

When it comes to e-commerce, utilising Microsoft Shopping Ads as part of your SEM strategy can provide profitable results. Many people who use the Bing search engine have a combined household income of over $100,000, and 25% of household incomes are in the top 25%.

When it comes to shopping on desktop computers, Microsoft’s Search Network audience spends 35% more online than the average internet user. As a result, the average sale on Bing tends to be higher.

More Granular Control on Targeting

Microsoft Ads lets you have more control over certain aspects of campaigns compared to Google Ads. Google Ads accounts allow only one time zone per account. So, if you are running different campaigns for multiple time zones, you need to set your ad schedule based on one time zone. Bing allows scheduling for different time zones at a campaign level and doesn’t have to be based on the account’s time zone. You can also adjust your location targeting on an ad group level instead of just campaign levels.

When opting in to appear on search partner networks, Google doesn’t provide any information or control over which partner sites your ads are appearing on, but Bing does. By running a “Website URL (Publisher)” report, you can get a breakdown of clicks, costs, and conversion metrics across the different sites. If you find partner sites that aren’t profitable for your business, you can exclude these from your campaigns.

Targeting B2B & Decision Makers

Bing states that 84% of their users are business decision-makers at work, with 33% being senior decision-makers. Bing’s desktop market share is also much higher than the mobile market share.

From my personal experience, I tend to find search volume and leads decrease over holiday periods in Bing, as there are fewer people in the offices using their desktops (and potentially switching to Google on their mobiles). If you are in an industry that is targeting commercial products and services, Microsoft Ads can be a great way to show in front of other businesses.

Wrapping up: Why advertise with Microsoft (Bing) Ads

Overall, Microsoft Search and Shopping Ads are a very effective form of Pay Per Click advertising if you are looking for new marketing avenues and lower costing conversions. In some cases, there might not be enough search volume to solely be depended upon so do your industry and keyword research first. Most clients of ours who use Bing also use Google Ads. Some others who have found the CPCs too high in Google have found better success from Bing, so it is all a matter of testing.

If you are wanting to find out if Bing Ads could work for your business, contact us today!

Written by Courtney Wilkinson

Successful Display Ad Creatives

Successful Display Ad Creatives

In our last blog, Top 3 Factors for Display Ad Design, we focused on elements that are important for successful display ad creatives. This time, let’s break down some examples to see how they utilise these factors.

Like every type of advertisement across all Pay Per Click platforms, display ads have a few different factors that contribute to their success. Whilst text-based search ads take into account factors like ad copy, highlighting unique selling points, the combination of relevant ad extensions, and the repetition of keywords; display ads are more focused on visual elements. 

What factors contribute to a Display Ad?

Factors such as colour, ad size, and images or graphics are crucial to invoke action, emotion, and engagement from your audiences. 

You have a split second to entice users to your landing page, so you want to make sure your little digital billboards are as loud and eye-catching as possible.

Factors such as a ‘Call To Action’ (CTA) can improve your chances of attracting clicks. Including a button with the text “Shop Now”, “Learn More”, or “Watch Today” can be enough for someone to stop scrolling, and instead take the time to see what’s waiting for them on the other side of the ad.

Additionally, people tend to associate your business with your branding. It’s far easier to catch the attention of your audience when you include elements such as logos or brand colours and graphics. Even the smallest golden-yellow “M” indicates you’re about to see an ad for McDonald’s. Perhaps, your interest is already piqued. This is exactly what you want your audience to feel!

What are some examples of ‘good’ Display Ads? Why do they work?

A ‘good’ display ad is mostly subjected to the circumstances in which it is being advertised. This also means that it’s easy to determine whether a business has succeeded in constructing their eye-catching, on-brand display ads or if they’ve missed the point entirely.

Below, I’ll identify some Display ads that do work, and I’ll explain why. 

Oscar Wylee Successful Display Ad Creatives Vine Street Digital

Oscar Wylee

Take this display ad from the glasses company Oscar Wylee. 

As you can see, the new frames are the subject matter of the ad. They take up a huge portion of the screen real estate. But, they are angled, so the ad doesn’t appear flat – instead, it looks three-dimensional. 

The colour of the frames is a careful choice too, designed to contrast against the background. The background colour is very on-brand for Oscar Wylee – you won’t be caught off guard when you reach their landing page. 

Additionally, the copy is minimal but includes a Unique Selling Point – an offer on 2 pairs of glasses. This will instantly capture the attention of someone in the market to buy new frames, as the offer is competitive. 

Finally, a CTA is also included: “Shop Now”. This is situated at the bottom of the ad, where your eyes have naturally settled after you’ve observed the rest of the ad. All of these elements come together in order to quickly grab the attention of its target audience. 

I can personally attest to this ad being successful, as I found myself scrolling through Oscar Wylee for quite some time and evaluating their offer.

Origin Energy Successful Display Ad Creatives Vine Street Digital

Origin LPG

Have a look at this next ad from energy company Origin.

Whilst this ad doesn’t highlight any products like the one from Oscar Wylee, nor display any designed elements such as graphics, there are a few aspects that make this ad catch your eye. 

The bold, orange-red background is on-brand for Origin energy. It also stands out against a large majority of websites, which usually feature white backgrounds. This ad popped up for me when scrolling through a blog, and it was incredibly hard not to notice.

The copy included is short and punchy and manages to touch on two selling points for the company. The aim here is to preemptively answer the question, “Why should I sign up?”. When you highlight these selling points, you give your audience an incentive to sign up – one that isn’t directly related to a promotion or an offer. 

Most importantly, the call to action – a “Sign up” button – is highlighted via a contrasting yellow colour. This draws your eyes straight to the button, making it hard to not click or look elsewhere. All of these elements are coming together to direct your attention to Origin’s simple goal for the ad – to get people to sign up for their services.

Summary

Both ads are contrastingly different from each other. One includes product imagery, an offer, and minimal copy. The other uses bold colours and selling points to capture attention and draw you to the call to action. 

But, if you take a look at the elements that contribute to a ‘successful’ display ad, both ads include these in some shape or form. They include:

  • use of on-brand colours,
  • unique selling points or a promotion,
  • and placement of each company’s logo.

These are all factors that contribute to the success of the ad.

If you’d like to know more about display advertising, check out:

Feel free to reach out to us if you have any questions!

Written by Harry Taylor

Top Digital Marketing Agency 2021 – Vine Street Digital’s Newest Clutch Award

Clutch Names Vine Street Digital as a Top Digital Marketing Agency in Australia

The world wide web has unlocked a new playing field; a new space for businesses and service providers like us. The vast majority of people can agree that the traditional way of marketing your services and products is slowly dying as we transition to digital.

Technology’s impact can be felt in all of marketing’s facets, and we should all maximise the opportunities that it brings. Digital marketing is the present and the future.

Here at Vine Street Digital, we’ve dedicated ourselves to Pay-Per-Click (PPC) marketing, offering PPC-centric services including conversion optimisation and tracking. We pride ourselves on the quality of services that we provide. As a completely remote business, we offer our services worldwide and are proud to have clients not only in Australia but in the northern hemisphere as well.

We are excited to announce that this year, Vine Street Digital won a prestigious Clutch award. Clutch is a fast-growing B2B review startup from the heart of Washington, DC. Every year, their team holds an awards cycle for the leading B2B service providers around the world. We are thrilled to be named as one of the top B2B companies in Australia!

 

Clutch Top Marketing Agency Australia | Vine Street Digital

 

This award means so much to us because it means that our clients truly appreciate us. Achieving such a feat would not have been possible without our clients’ trust.

As a five-star agency, we are honoured to have our clients’ feedback. Here are some of our favourite quotes from their reviews:

“Vine Street Digital is honest with our team when things aren’t working. Their team is open to fixing issues and trying new things. When areas are working, they make sure to highlight and review why they’re working with our team.”

— Head of Digital, Fun and Function, LLC

“For a small business like us, it’s a big leap of faith to invest in an agency, but Vine Street Digital made us feel safe. That trust is an important part of our relationship. Other vendors we’ve worked with have just left our account alone and we didn’t get enough value out of our partnership. On the other hand, Vine Street Digital ensures that we get the most out of our budget.”

— Owner, Ultimate Paintball

Want to work with a world-class agency? Get in touch with us and let us know how we can help.

What’s up with Google, Facebook, iOS 14 and how you can adapt

What’s up with Google, Facebook, iOS 14 and how you can adapt

There has been a lot of talk about Google, Facebook, and the iOS 14 update in the recent media. Lots of ‘he says she says’ about what content is going to be allowed or banned. So, what’s really going on, and what does it mean for pay per click advertising?

Australian News Content on Google & Facebook

Most of the changes we’ve been seeing on these digital platforms have to do with news content. The Australian Government recently proposed a media bargaining code. In simple terms, the Australian Government wanted to implement a law that would force Google to pay for news content. After some back and forth, Google threatened to pull their entire search engine from Australia, which could have been disruptive for Google Ads targeting Australia. Luckily, it didn’t come to that. Google later responded with its own alternative solution and has since entered into partnerships with 50+ news publishers in Australia. So, the situation seems to have stabilised. Even so, we’ve often said that it’s worth having a look at Microsoft Ads (Bing Ads) to branch out into other markets. Now is as good a time as any to check out Microsoft’s PPC platform, if you haven’t yet!

On the Facebook side of things, negotiations weren’t as smooth to start. Most Australians would have noticed recently that news accounts were no longer available. However, Facebook then announced they will be reversing this news ban after talks with the Australian Government. It appears that both sides have agreed to make amendments, so there’s a positive solution for all.

Apple iOS 14 Impacts on Facebook Ads

Apple’s most recent iOS 14 update now asks users if they would like to opt-out of certain data collection and sharing. This means as more people are updating their iPhones and opting out, data will be limited for app and web conversion events. So, Facebook can’t track as much information for ad personalisation and performance reporting.

The biggest change we’ve seen on Facebook has been the attribution window changing from 28 days to 7 days. This means conversions will only be counted if they occur within 7 days. A lot of our PPC specialists haven’t seen a dramatic change in results as a consequence of this. Cost Per Acquisition (CPA) metrics appear to be increasing slightly in some campaigns, but that’s logical when we consider our purchase cycle.

One other concern is audience sizes. Audiences play a huge role in targeting Facebook campaigns. For businesses that already have small audience sizes, this may mean limited reach. We can combat this, though! By expanding and diversifying our target markets, we can find new and creative ways to target them. Or, we can reduce the budgets so we don’t fatigue our audience.

So, what can we do?

These updates are almost in full effect but we haven’t seen a slow down in advertising. It’s about human behaviours – and people are still using these platforms as they did last year. At Vine Street Digital, we’ve been preparing for these updates for months. So, these changes haven’t had a dramatic effect on our campaigns.

There are certain preventative measures we can take in relation to the iOS 14 updates. As we are a Facebook Preferred Agency Partner, we have a representative that prepared us for the changes. They outlined some actionable items we could implement to mitigate the effects. A few of these included verifying your domain and implementing Conversion API, which can be done at any stage.

It would also be a good idea to review your historical data in terms of your purchase cycle. Find out how long it actually takes for someone to convert. If it’s over 7 days, you might want to consider changing your CPA goals to accommodate for this.

I believe there is a really important point we should take from all the changes happening in the digital world. As the old saying goes, ‘Don’t keep all of your eggs in one basket’. Diversifying your marketing strategy is going to lead to a more holistic and effective approach. You could tap into a whole new market you weren’t aware of or didn’t understand prior to now. It’s always worth having a chat with your PPC specialist about which other platforms could be effective for you. Reach out to us any time!


Written by Malinder Ah-chong

Top 3 Factors for Display Ad Design

Top 3 Factors for Display Ad Design

It’s no secret that Google Display ads can play a key role in your PPC strategy. You can use display ads to help build recognition of your brand and remain at the forefront of your consumers’ minds. They can be used to reach people at different stages of the buying cycle, and are a cost-effective way to massively increase the reach of your campaigns.

Now you’ve decided you need them – what’s next? Well, designing your new ads, of course! This blog will take you through the top 3 factors to consider when designing your Google Display ads.

Colour

In almost all applications of design, colour serves as one of the key aspects that captures the attention of your audience.

In the instance of Google Display ads, the colour of your creatives helps distinguish your brand against your competitors, as well as stand out against the website it is being displayed on.

It is important to keep your ad colours consistent with the palette you use for your website. For example, if a consumer clicks on a large, red display banner, but the website linked to the ad is mostly green, they may be a little confused! This could even cause them to bounce away from your landing page without completing any goals or conversions for you.

You want to make sure the journey of your audience is both smooth and transparent, and that they aren’t surprised when they reach your website.

Additionally, simplicity is key when it comes to colour choice. Choose 2 or 3 bold, on-brand colours that help your ad stand out. Highlight what you’re trying to achieve with your display ads, whether that be product sales, brand awareness, or lead generation.

Ad Size

It’s hard to think that something as simple as ad size can have such a large impact on your audience, but it does!

A few extra pixels can mean all the difference between a user scrolling right past your ad or clicking on it to see what it’s about. It’s important to ensure your display ads are distinguishable from standard web page content and aren’t mistaken for something else. To do this, you must structure your ads to be flexible across different devices and different sized screens.

There are three ad sizes that have been recognised – by Google – to be top performers and are a great place to start when putting your creatives together.

These three ad sizes are known as:

  • the ‘medium rectangle’ (300×250),
  • ‘large rectangle’ (336×280), and
  • ‘leaderboard’ (728×90).

It is important to note, however, that if you are opting for a Responsive Display Ad, Google will automatically ensure that your creatives will fit different size requirements.

Images and Graphics

Choosing the right image or graphic (if you decide to use one at all) is one of the most difficult, but important, parts of designing an effective display ad.

Even if your brand doesn’t have any physical (photographable) products to use in your display ad, you definitely want to consider using some form of imagery in your Google Display ad creative.

It helps strengthen the relationship between your brand, your messaging, your Call To Action, and most importantly, your audience.

For example, a local mortgage broker is looking to onboard more clients. But, they don’t have any physical products to showcase in the display ad creative. The ad’s copy is, “To the moon and beyond – if it has a mortgage, we can help”.

They can opt to contrast their messaging and Call To Action against a striking background image. For example, a starry night sky, or a drawing of the moon with a house atop. Your imagination is key, here!

This relationship between the image and the messaging may catch a user’s attention far greater than a simple coloured background.

Whilst it may be tempting to opt for stock images in the absence of a designer or catalogue of display ad creatives, it’s always best to customise your ads to keep them unique and eye-catching.

Successful Display Ad Design

In summary, there are many different aspects of display ad design that are all equally as important as each other.

If you make sure that…

  • you’re consistent with your colour palette,
  • you optimise your ads for top-performing sizes,
  • and you have eye-catching images and graphics,

…you are giving yourself the best chance at running a successful display ad campaign, whether it’s with Google or another advertising platform.

There are many other important aspects to consider such as your messaging and Call To Actions. However, these aspects are already accounted for as part of your ongoing PPC strategy.

If you’d like to have display ad creatives/designs included with your PPC management, talk to our team about our add-on package!


Written by Harry Taylor

How Display Ads Can Benefit Your Business

How Display Ads Can Benefit Your Business

There’s no doubt you would have seen a Google Display ad while browsing the internet, but have you ever wondered how Google Display Ads could benefit your own business? We’ll take you through a range of reasons for why you should incorporate this PPC channel into your marketing strategy. Firstly, we’ll bring you up to speed on what they are and why you should get started with Google Display today!

What are Google Display Ads?

Google Display Ads run on the Google Display Network and offer a way for you to connect with your customers even if they’re not directly searching for you and your products/services. To put simply, they are the ‘visual’ or ‘banner’ ads that you’ll see whilst browsing on platforms such as Youtube, mobile apps, and Gmail.

The Google Display Network covers over 2 million sites and reaches over 90% of the people on the Internet, which means your Display Ads have some serious potential. Sounds pretty good, right? Let’s get into some more benefits of Google Display Ads below.

Benefits of Google Display Ads

There’s a range of reasons you should consider Google Display Ads, including targeting and cost. We’ll outline the main benefits below.

Targeting & The Google Display Network

As we mentioned, the Google Display Network is very powerful in terms of its reach potential. Combine this with the available targeting methods for your audience and you’ll soon be on to a winner!

The different targeting options allow you to show your ads to certain types of people or certain contexts or content. For example, when targeting certain types of people, we can select specific audiences based on their demographics or what the product or service they are likely in the market for. If you’re interested in learning more on this topic, we have another article that helps explain the different Google audience types further.

On the other hand, when targeting contexts or content, we can select keywords or topics as well as specific websites they may be browsing.

Reach People At Different Stages Of Buying Cycle

Google Display Ads allow you to connect with customers at different stages of the buying cycle. They allow you to capture the attention of your target audience when they aren’t necessarily ‘looking’ for you. Google Display ads are a great fit in a ‘brand awareness’ strategy, allowing you to put your ads in front of people at the very start of the buying cycle.

Google Display Ads also allow us to remarket to people who have already engaged with the business in some way, where it can be as simple as a website page view, or something more valuable, such as an ‘add to cart’. Reconnecting with customers should be an important part of your marketing strategy.

Overall, the ‘intent’ behind how a person may approach a Google Display Ad is different when compared to Google Search Ads (where they are actively searching for your product/service). This highlights how Google Display Ads can fit into your overall marketing strategy by targeting people from the very start of the buying cycle, all the way to the end.

Cost-effective

You might be thinking, how expensive are these Google Display Ads? Well, not at all, really! When compared to Google Search Ads, they are normally significantly cheaper. This means that they are a cost-effective way to gain high levels of exposure and to re-engage your website visitors. Feel free to contact us about our Display and Remarketing management service to get a quote! We’ll provide you with a free, no-obligation strategy based on your business goals and budget.

Who can benefit from Google Display Ads?

So, is this all sounding pretty good to you? A lot of businesses can benefit from Google Display Ads – we’ve outlined the main reasons below.

Long Sales Process

If you know that people are unlikely to enquire or purchase when they first land on your website, you need to ensure that you stay at the front of their mind throughout their research process. This is where the power of remarketing comes into play! You can use this process to further highlight your unique selling points, or even offer a small discount to get the person to take action, whether that’s to enquire or to purchase. There’s a lot of competition out there, and consumers are becoming increasingly savvy. So, it’s even more important to ensure you’re not forgotten!

Brand Awareness

One of the main reasons businesses use Google Display Ads is to increase their brand awareness. Given the reach and targeting capabilities of the network, it gives businesses multiple opportunities to connect with their target audience. This is especially true when you identify your target audience’s interests, what websites they are spending time on, and what they are searching for.

Design Superstars

If you’ve got a backlog of impressive and visually-appealing creatives (designs/collateral), then why not show it off to the world! It’s no surprise that eye-catching designs will work best for Google Display campaigns and help your business stand out from the rest.

There’s a range of different display ad formats and sizes, including responsive display ads and video creative.

It’s important to have eye-catching and engaging creative designs to use with display advertising! If you don’t already have creatives that you can use, feel free to chat with us [[link to contact form]] about our PPC Creatives package.

Visual Product

If your product or service’s main selling point is how it looks, then you MUST show it! Whether it be designer clothing or fun kids toys, if you know that it’ll capture the attention of your target audience, then Google Display Ads will help you do just that. On the other hand, if your business offers a service which can be visually displayed, then Google Display ads can still work for you. For example, before-and-after photos, pool designs/builds, or hotel rooms and facilities.


If you’d like to know more about Google Display Ads benefits and find out if your business is a good fit, get in touch with our team today!

 


Written by Gabrielle Behm-Pike

Health Practices for Remote Work Environments

Health Practices for Remote Work Environments

Prior to 2020, working from home for most people was something that seemed unattainable. With the pandemic forcing some workplaces into remote work for the safety of employees, there must be a focus on ensuring that each employee has a remote environment that is comfortable.

We now, more than ever, need to be aware of best health practices in the workplace. Not only for physical health but the mental wellbeing of employees as well.

Here are some practices employers can implement to assist their staff in being comfortable and healthy while working remotely.

Ensuring A Comfortable Remote Work Space

A practice that I experienced in a previous job was an assessment of my workspace by my employer, prior to assuming a remote position. The assessment included a checklist of ergonomic requirements as well as tips from other remote employees for making the space more comfortable. We were to set up our space and complete the checklist, then provide photo evidence of the space to the HR department.

Once approved, we could then commence the remote position. Not only did this ensure we were starting off on the right foot in a new work environment, but it also demonstrated care from the employer. This practice is something that could be effective on a wider scale for businesses who may be hesitant to implement new work options.

Health In A Remote Working Environment

Adopting a remote working environment can be a double-edged sword depending on the workplace and the particular employee. During the COVID-19 pandemic, some workplaces were forced into a completely remote environment within a matter of days to protect the health of the workforce.

For some people, remote working would have been a dream. However, such a huge change being enforced in such a small amount of time, although it was to protect people’s physical health, could have had an impact on the mental health and wellbeing of those affected. Any kind of change can be difficult, but with a complete overhaul of policies and procedures within a workforce, steps need to be put in place for the future of the workforce if it is going to thrive.

Employers need to remember that each individual is different. So, while some working environments are great for one person, a different approach may be needed for somebody else.

In my experience with remote work (my current position included), I would say work-life balance is something that not only makes an employee more comfortable at work but also has an impact on mental health. Even though I enjoyed my remote position in my previous job, the hours were regimented, lunch breaks were set, and even though I was at home I had no real control over my day. Over time, that started to take a toll, especially because your home is your work environment.

Allow Freedom Within Your Remote Work System

My previous employers were always hesitant to allow their employees to work from home. Perhaps it was because of a lack of trust, or a concern that autonomy may lead to lower productivity.

My personal experience of remote work with Vine Street Digital has been extremely positive. I find myself a lot more focused now that I’m able to set out my workday according to when I will be most productive. Having the ability to work flexibly has created the perfect work-life balance for me! I feel as though my performance has skyrocketed now, compared to how it was in a regimented office environment.

If I had to give advice to employers on how to keep a happy, healthy and productive workforce, I would have to say the biggest thing, in my opinion, is giving your staff a choice. If you provide your employees with the freedom to choose from a range of options that work for your business but are also diverse in the type of approach your employees can take, I feel as though employers would find they have a much happier and productive workforce than that of a business that is putting everyone in the same box.

Written by Zea Holmes

We have many articles about remote work! Here are just a few: