We are so excited to announce that we will be offering the upcoming Google Livestream event “Drive Business Results with Google Ads” on Wednesday May 8th from 11 a.m. – 12 p.m. CDT at both our Lisle, IL office as well as our downtown Chicago office on West Adams across from Willis Tower.
While video has been a very powerful way to advertise, it was focused on driving mass reach, brand awareness and consideration. For those direct response advertisers, it wasn’t enough action.
But, in 2018 that began to change. Video is now a larger part of the whole consumer journey. Brands used video marketing in 2018 to both drive awareness and direct response. Want to know more about the shift, here is a snapshot of Google’s data.
Evolution in 2018
The reason video became more action-oriented last year is in large part due to an evolving consumer behavior. YouTube conducted UX research in 2018 and it revealed that people are not always looking for a passive viewing experience. YouTube discovered that many views crave something interactive.
Secondly, platforms have evolved in response to this new consumer behavior. Nicky Rettke, YouTube’s product manager indicated “Historically, video advertising hasn’t been actionable, optimizable or measurable against direct response objectives. The only way someone could ‘act’ on a video was to watch it.” But this changed in 2018. New video formats like TrueView for action allow marketers to optimize for a specific user action.
Lessons for 2019 Strategy
Right audience for action
The American Marketing Association indicates the average U.S. consumer is exposed to 10,000 brand messages a day. How as a marketer do you cut through all of that noise to make sure your video stands out.
An example is a luxury outlet whose buyers were impulse drivn utilized pre-roll video with a 25-second ad that gave the user an offer. If they clicked on a link, they would be taken to a landing page to utilize the offer. If they did not the offer was gone forever. The sense of urgency drove action and direct sales.
Right Audience with Multipurpose Creative
The best ad served to the right audience will not achieve much. An online home goods and furniture retailer used blended brand creative and performance formats utilizing clickable “Shop Now” calls-to-action which took viewers to their website.
They used custom intent audiences to reach people who had recently clicked on one of their product-related search ads. These viewers had already shown interest and with the video creative, they were able to realize a 3x return on ad spend over their other campaigns.
Repeat, Repeat and Repeat Again
Don’t stop with one impression, or try to mix in to many messages. The Google Pixel team in 2018 in their campaign that “Repetition does not spoil the prayer.”
“Repeating the message is the best way to move an audience from awareness to action quickly,” explained. Jabari Hearn, who led the Pixel campaign.
The strategy resulted in 20% lift in brand awareness and a 113% higher click-through rate to the purchase site than the average of previous campaigns.
Success in 2019
Video is a great way to see even further success in 2019. Share your feedback or your wins in 2018 that are guiding your 2019 strategy.
National Small Business week is May 6-10 and we are hosting an exciting Google Livestream: Drive Business Results with Google Ads on Wednesday, May 8, 2019 at 11 a.m. CDT. This is part of the Grow with Google series.
What local businesses can expect from the livestream:
Real-time guidance from Google experts
Details on different advertising campaign types
Instructions on how to increase leads, sales, and brand awareness
How-tos for first-time users on choosing goals and measuring success
And our team will be on hand to answer any questions, or talk further about our services as well.
Did you know that every day people watch over a billion hours of video and generate billions of views? That volume creates a lot of noise, but Google has still found three distinct patterns of viewer behaviors. Here is what Google indicated was the most interesting in 2018.
Going Back to Basics
Life is crazy. According to the APA, 3 of 4 Americans say they have have experienced at least one stress (only one!) in the past month. With this in mind it isn’t surprising to see that people are looking for was to decompress, de-stress, unwind and simplify. Ironically, they are turning to technology to do just that. Watch time on YouTube of videos related to “relaxing” increased by more than 70% between July 2017 and June 2018.
In addition, subscriptions and viewership of “van life” channels and videos (which document people’s attempts to create alternative, minimalist lifestyles) reached an all-time high. Survival videos and primitive technology hit an all-time high this past summer.
Not big news that the newest generation of consumers (millennials and the like) put more value on experience over possessions. Marketers are making the shift from selling just products to lifestyles.
Searching for Inspiration
Easy to feel overwhelmed with so many options out there in the world. People are turning to YouTube for help and advice in narrowing down their choices. Watch time on YouTube videos on “which product to buy” doubled this past year.
Consumers have also been seeking out is very expansive, everything from beauty to travel. “Morning routine” videos where makeup and skin products are reviewed and applied have tripled in the past two years. Travel-related videos have also increased 41% in August and September this past year.
And finally, consumers are looking to YouTube influencers to provide some inspiration. But brand marketers do not let that stop you. 70% of shoppers say they’re also open information directly from brands.
Looking for Connection
Despite many people staring into their phones and being oblivious to things around them, many online video viewers are looking for a social experience and wanting interaction. As an example, 7 in 10 generation Zers say that watching videos help them feel more connected.
YouTube is a great way to showcase your brand, products and their value. Not only through organic views, but also paid YouTube advertising.
Google recently came out with some interesting consumer insights of 2018 that all business should be aware of for 2019. While there are so many various articles on consumer insights, we will break it down into the ones you need to pay attention to in this year.
Did you know that 84% of Americans are shopping for something at any given time, in up to six different categories. In fact, minutes before I started writing this blog, my favorite pen ran out of ink, and I immediately opened my browser to go to an office supply store and order a new box.
Also consider that in nearly one quarter of those shopping occasions, shoppers say they turn to their smartphone first. And nearly 9 out of 10 shoppers are not absolutely sure of the brand they want to buy when they are first looking for information on their smartphones, marketers who make the research process easier can be big winners.
What does this mean? It means being present and useful to shoppers along every touch point.
Nearby and Now
Customers want not only places but specific things near them and available now. In fact, “Near me” mobile searches that contain the variant “can I buy” or “to buy” have grown over 500% over the last two years. In addition, there has been a 200% growth in mobile searches for “open” + “now” + “near me.”
Things like having your inventory of products listed on your website, along with your hours. And don’t forget your My Business listing on Google complete with your hours.
More Research = Fewer Regrets
It isn’t always about buying things. Search can be used to find good or great experiences as well. People want to curate their experience before they go whether it is a vacation or dinner out.
In fact, the research is part of the process and helps to build anticipation before they leave their house. It also helps to reduce anxiety by working out details like prices, maps, parking, schedules, etc. One person Google spoke to directly said “I wanted to research so I wouldn’t have regrets.”
Shoppers are not letting price stop them. If they item they want is out of their price range, they are willing to look for something very similar but lowered prices. Mobile searches for “that looks like” grew by 60% in the past two years.
Voice Activated Speakers
A hot holiday item this past year was voice-activated speaker devices. In a recent Google survey of over 1,500 people, it was found that parents are power users and Boomers see the devices as “empowering companions” with potential.
For marketers, users who own these devices welcome brands as part of the experience. Users like to receive information on brands and products that are important to them, but also to order and receive those products.
As you head into Q2 of 2019, take these insights into consideration as you plan updates to your products, websites and marketing. Here is to a successful 2019!
Google Marketing Live – Google’s annual platform for agency and direct advertisers to hear about new products, expansions an innovations, will stream the innovations keynote. Register today and they will also be providing an additional eight hours of content.
Google Marketing Live is May 14-15 in San Francisco. The innovations keynotes will be streamed where 10+ new digital marketing products will be announced.
Plus tune in throughout the week and engage directly with product managers through a live Q&A, learn best new practices and get an inside look at how our latest products are developed.
Recently announced at SMX West, Google is now including YouTube into its Search Partner Network – a group of search engines and websites where your ads can run if opted into the network in your Google Ads account.
YouTube is the second largest search engine behind Google. It has over 3 billion searches per month (and growing). It has more volume than Bing, Yahoo, AOL and Ask.com combined.
With YouTube’s inclusion in the Search Partner Network, it will allow text ads to be served to YouTube users. This will enhance the reach for advertisers. Currently, they will only serve text ads to mobile users.
As Google’s style is to run significant testing before they make changes to their system, they indicted that YouTube search ads performed similarly to Google search ads in terms of a cost-per-acquisition.
This is exciting news and only gives advertisers more opportunity to expand. Remember, you must be opted into the Google Search Partner network.
To change your campaigns network selection, from the Campaigns section, go to settings and expand the Networks section. Make sure the box is checked under Search Network to include the Google Search Partners.
As of today, Monday, January 21st, Valentine’s Day is about 3 1/2 weeks away. Do you have a strategy for your digital marketing? No worries, Click Blooms has got you. Here are a couple of ideas:
Review what you did last year – if you did any marketing or specials for the holiday, look back and what worked and what did to help decide your approach this year.
Physical stores update your business hours on Google My Business – make sure if you are extending your hours in around the holiday to update the information in your Google My Business page.
Google Shopping – if you are utilizing Google Shopping for advertising, tag those special items that make great Valentine’s gifts and run utilize the tag for a new campaign with high priority so you have a dedicated budget and higher bid for these items. Do the same with any bundles created for the holiday.
Promotions – utilize the promotion extensions in Google Ads, Google Shopping and Google My Business.
Update your ad copy with a countdown or Valentine’s Day messaging – Use dynamic insertions to create a countdown in your text ads (helpful within a week of the holiday) and update any info on gifts like “Gifts starting at $10.”
Create a devoted Valentine’s landing page – do not let customers search for themselves on their own, direct them to a page that is holiday specific and has your Valentine’s products listed.
Capture last minute shoppers with call and location extensions – shoppers are notoriously behind schedule and even Amazon Prime might not be able to get them out of trouble. Make sure you have call and location extensions on for B&M retailers as Valentine’s shoppers are more likely to purchase items in-store.
Don’t forget to remarket after the holidays – you will most likely get a new set of visitors, whether they purchase or not, they have heard of you and may purchase in the future. Stay in front of them with remarketing.
Have another idea, post it in the comments and share with other businesses!
Here in the Midwest, we have had a relatively mild winter tonight. O.k., we did have our first snow of the year called a blizzard, but we made it out pretty well. And really until a couple of days ago, no real significant snow falls. Plus, we even had a 50-degree day around the holidays.
But, as it always does, old man winter is coming:
Not only some frosty temperatures, but also snow! The winter enthusiasts around here are finally going to be happy. Well, that is if they kind find their neighborhood winter sport shop!
With automation like bidding based on weather patterns, I was disappointed to not find a local ad for a search like “cross country skis and boots” (which by the way I would never do again, as I gave myself a concussion last time, but a story for another day!):
While I see some big box retailers (and somebody should tell one of them to use some negatives) I do not see any of the local retailers with ads! I was disappointed, as every business could benefit from some advertising, even in the busy season. Maybe I just moved to the area and I need new skies or other equipment and I do not know where to go.
And it has probably not been the greatest start of the year for these local retailers with our lack of snow. They have this wonderful opportunity to bid up/down at a time when it will soon snow, or while snowing when a person may ponder picking up a snow board!
Perhaps the local business does not about this capability, but as a true partner to your business, Click Blooms knows all opportunities and can use them to bloom your business!
Attention manufacturers, Google announced changes to interactions at the Google Manufacturer Center. The center is there to help you provide the most relevant and current information on your products to help inform and educate customers.
Google, to kick off the new year, is introducing ways to make interactions with potential customers even better. This includes new ways to show content and robust analytics so you can see how consumers are interacting with your products.
New Place to Inspire
A recent Google study of ~1,600 people, they found that 56% of smartphone users have purchased from an unexpected brand when they considered the brand to be helpful. In order to help show you as helpful to consumers, they are launching a new section on Shopping product details pages to feature content directly from you, the manufacturer.
You’ll be able to:
Populate your product pages on the Google Shopping property with inspirational and high quality content.
Highlight the product features and capabilities that you know your shoppers care about the most.
Build brand equity directly with shoppers on Google
Google will be using Webcollage as their first launch partner. In the next few months, all manufacturers who upload content into the Manufacturer Center will also be able to provide more visual experiences to assist consumers.
In order to make more informed and better business decisions, Google has launched a robust analytics system in the Manufacturer Center. This will provide a better understanding of how ads for products are performing on Google. You will be able to review:
Trends like top performing products
Insight into top search terms, average price trends
Group stats including which competitor’s brand and products show mostly with yours
Click Blooms specializes in ppc/paid search for small, local and start-up businesses. Click Blooms believes in making business bloom. We believe, just like a flower, every business has unlimited potential.