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By OppGenetix

6/13 – This Week In Digital Advertising

This Week In Digital Advertising

Consumers Spending More Time on Mobile than TV:

A big shift is happening in the world of marketing. For the first time consumers will spend more time using their mobile devices than watching TV. About 70% of that time will be spent on smartphones. This report is no surprise to those in the industry who have been watching the rise of mobile over the years.

People are increasingly spending time on apps instead of web browsers. Audio apps lead the way for time spent, followed my social. According to trends smartphone use will continue to increase. “We’ve expected that mobile would overtake TV for a while, but seeing it happen is still surprising,” said Yoram Wurmser, eMarketer principal analyst.

Although mobile continues to rise, many users have expressed concerns about screen time. Companies such as Apple and Google have released screen time tracking controls. This gives users visibility as to how much time they are spending on mobile devices.

As a digital marketing agency, we are constantly reviewing our processes to make sure we build campaigns that fit our clients needs. With the continued rise of mobile and usage of social media apps, our advertising efforts will continue evolving to make sure our clients messages are displayed appropriately.

Facebook Paid Ads Strategies:

As social media advertising becomes more of a crowded space our team is figuring out ways to make your ads and campaigns stand out. Facebook has made several major updates so far this year that have changed the way ads are targeted and shown to end users.

In order to have a sustained campaign over time it’s important to make sure you have a solid paid strategy with clear KPIs and goals along with high quality creative. It’s also good to take a second look at your campaign’s call-to-action and make sure it remains relevant and aligns with your goals

As the digital advertising world starts to see a shift it’s important to make sure new users know your brand through awareness campaigns. Having compelling assets such as video and high-quality imagery can help with user engagement. This will give our team the ability to re-target the ads to those who we know are interested in your brand.  This is a more long term approach to a campaign.

Our team also has the ability to add tracking codes to see where users are coming from, what keywords they clicked on, and even what devices they use. This way your team will have a better understanding of who is interacting with your ads and adjustments can be made to improve targeting.

We are a Columbus, Ohio digital marketing agency that can help your specialized business navigate any digital transformation. If you would like to talk strategy with our team please contact us.

firefox

By OppGenetix

6/6 – This Week In Digital Advertising

This Week In Digital Advertising

 Privacy-First Browsing for Mozilla Firefox and Safari

Firefox made a big announcement this week in browser privacy. New users will receive a privacy-first browser with anti-tracking settings set by default. Users can switch the setting back on, but Firefox cautioned this as they continue testing.

Mozilla has stated that other tech companies are misleading users about their security. By making users opt-in to privacy settings usually leads to no security changes at all.  “The general argument from tech companies is that consumers can always decide to dive into their browser settings and modify the defaults. The reality is that most people will never do that.”

Apple will also be launching new anti-tracking settings for Safari in an effort to protect user privacy. Mobile users are using Safari 50% of the time to browse. Apple has become a leader in user privacy and believes it’s time to change the entire online advertising industry. They have spoken out in the past about Google and Facebook’s use of end user data. With the new Safari roll out this shows users that Apple wants to continue championing privacy.

The new tracking options in Safari will store ad clicks and then issue conversion reports, but will delay the release of the reports from anywhere from 24 to 48 hours. All advertisers will know is that within the past 24 to 48 hours, an online ad on a specific site had a conversion. Advertisers will not know who clicked it or be able to see any proprietary information about the user. This is Apple’s effort to keep some sort of middle ground where users privacy is protected and advertisers can report on how a campaign performed.

Google Chrome still remains the top browser for users world wide. However, these privacy changes give users more options on what data they are sharing with these companies. 

How will this change disrupt the online advertising industry?

Cookies and tracking pixels follow your every move in the world of online advertising. All clients want to know the effectiveness of the digital campaign as well as the customer journey that lead to a conversion. Cookies and tracking are important to advertisers because they can help tell the story of a customers journey.

This current method of online advertising can provide information to companies that could potentially impact the privacy of users. As we’ve seen in recent years with third party information sharing. Which is why security needs to remain top of mind.

If the industry continues to shift, expect data gathering to become more difficult. Digital advertisers will see an effect on how users will be tracked and reported on in real time. Our team has been working on reporting data this week and is looking into future adjustments. What have your digital marketing teams been doing as these changes roll out?  

By OppGenetix

Medical Practice Marketing Multi-Channel Investment

There are so many different ways to market your medical practice. Digital marketing has grown immensely over the past several years. Splitting budgets between traditional marketing tactics and digital marketing, ppc, and other online marketing efforts can seem daunting. So the question becomes “How does my business achieve the max ROI for our marketing efforts?” We’ve worked with a number of medical practices who have taken the multi-channel approach investment.  By diversifying your marketing budget across multiple channels, your practice will have the opportunity to increase its web presence, drive brand awareness in your local market, and generate a healthy pipeline of prospective patients. When using this marketing approach it’s important to keep your logo, name, and general branding consistent across all channels. If you know your audience, it will be much easier to select channels people are more comfortable with and more likely to interact with your brand. 

Paid Search: If users want to learn more about your medical practice, chances are they will Google you before doing anything else. Targeted advertising can help your team generate a higher quality lead volume. Results and tracking can be implemented to help you measure an ROI for these efforts. This type of digital marketing works for all budget types and can be paused and restarted at anytime. Our team has worked with a number of local medical practices and has helped drive qualified traffic to medical practice websites.

Paid Social:  Social advertising also has targeting features to make sure your ads are being shown to the correct audience. Social media advertising can help build relationships with prospective patients and encourage engagement from those who could be interested in your practice. There are a number of different solutions for advertising on social media. You can create successful campaigns that drive results on any type of budget that’s available. 

Search Engine Optimization: Content is king. Having lots of content revolving around your practice and services can be a huge factor in organic search results and improving search engine optimization (SEO). If your strained for time hiring a free-lance content writer can be a great addition to your blog or other web pages. The more information you can provide around your medical practice, the better informed your potential patients will be. 

Direct Mail: Although digital marketing has taken part of the direct mail market share its still an important aspect for any marketing campaign. One of the first things you should do is select an audience you are trying to target and make sure there is a clear call to action on the mailing piece. Adding a promo code for a free consultation or visit can help support your multi-channel efforts.  

TV/Radio: If you know your target audience consumes television and radio this could be a great way to reach them. By using a hashtag on a television ads or calling out a website in radio ad copy could help support the other multi channel functions of your marketing campaign.

Email: To round out the multi channel approach marketing strategy email marketing can help drive engagement. Grab the attention of readers with compelling call to action, images, videos, and  GIFS. You can send special offers and program details to help promote your business. Feature a section of your website for active users to subscribe to your newsletter or other email communications to continue communications with patients.

Multi-channel marketing is not a one size fits all approach for your business. Some channels might not fit your target audience. It’s figuring out which tactics will work for your medical practice marketing strategy for max ROI. This approach can grow your brand recognition, bring higher conversion rates, and untimely bring in more patients. 

this week in digital

By OppGenetix

5/16 – This Week In Digital Advertising

{5/9} This Week In Digital Advertising 

Facebook Changes Coming Soon For Data Tracking

This week, Facebook has outlined some upcoming changes to data tracking on the platform. In a blog posted this week, Facebook has started to outline how users will be able to manage their off-Facebook activity. The new feature has been outlined in order to prepare advertisers for the upcoming changes

The Clear History tool, announced in the wake of the Cambridge Analytica scandal, will give Facebook users more control over their personal data. The tool is “designed to give people more transparency and control over the data other apps and websites share with us. This will include a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK and API.”

Facebook’s audience measurement tools and data will remain intact. However, there will be changes to audience tracking. “When someone disconnects their off-Facebook activity, we won’t use the data they clear for targeting. This means that targeting options powered by Facebook’s business tools, like the Facebook pixel, can’t be used to reach someone with ads. This includes Custom Audiences built from visitors to websites or apps.“

Our team has worked with Facebook changes before. We believe it’s important for users to know what companies are doing with their data and why they are being shown an ad. With other recent changes to the platform around housing, jobs, and credit audience targeting, our team has been able to react and adjust strategies.

When the tool is launched we will need to work even more closely with our clients to build audiences that are specific to your segment. Marketers will need to be open to the changes not only as Facebook rolls them out, but as the industry changes placing more of an emphasis on privacy and smaller group messaging.

Google Announces New Advertising Products

This week at Google Marketing Live the company unveiled three new types of ad units to address different customer scenarios. Discovery ads, Gallery ads and Showcase Shopping ads will appear across all Google ad properties.

Discovery ads are explained by Google to be “visually rich, mobile first and use the ‘power of intent.’” After the ad copy and graphics are uploaded the ad serving gets handled automatically across a number of Google properties. Discovery ads will be able to reach around 800 million users and will be available later this year.

Gallery ads appear at the top of a mobile search and are more visually compelling. According to Google, in testing, gallery ads saw “25% more interactions”.  For now, they will only appear on mobile. Google has yet to announce when desktop versions will be available.

Showcase shopping ads have continued to evolve from when they launched in 2016. Google previously said that up to 40% of queries are for these broad product-category searches. Companies with e-commerce as a main driver of revenue should utilize this and other types of visual advertising to help with engagement.

Our team will be able to implement these new ad units with some of our enterprise clients. The mobile first designs and visually compelling fields will help drive users to have a better customer experience. Creating interactive ads can improve the way users not only view your ad, but how they interact with it. Studies show that users who see and connect with a visual are 65% more likely to remember your brand three days later. Our team loves learning the latest in digital advertising and can create these campaigns and more to help your brand grow.

This Week in Digital Advertising

By OppGenetix

5/9 – This Week In Digital Advertising

{5/9} This Week In Digital Advertising 

Google Reporting Issues

It’s been reported that Google has been experiencing reporting issues from April 30th through May 1st. Data may appear for these days, but should not be relied upon for reports.

Our Client Success Manager, Zain Khan and our OppGenetix Opps team have been monitoring the situation. “Google has notified all advertisers within Google Ads that performance metrics from April 30th and May 1st may be inaccurate, although there are actual performance data available for those dates. They have not specified what exact metrics are affected. This could potentially impact impressions or click data as well as conversion numbers reporting from the platform or API.”

Khan also said, “It will be interesting to look back at performance data from those 2 dates after the issue has been resolved to see what exactly changed.”

Google has confirmed in the blog post that, “This bug impacts reports in all Google Ads interfaces, including any report data downloaded via the AdWords API, Google Ads API and Google Ads Scripts.”

UPDATE: Google has reported that reporting through April 30 has been corrected. Our team will notify clients if we see anything affecting an account. Google Ads is currently alerting users that there is a reporting issue affecting this week’s data. If you have questions about any Google Reporting issues please contact us.

Digital Ad Spend in the US passes the $100 billion mark

A report by the Interactive Advertising Bureau was released on Wednesday stating that digital advertising has surpassed the 100 billion dollar mark for 2018. That’s a 22% year-over-year increase.

Consumers are spending more time online thanks in part to the accessibility of mobile. The report found that mobile represented 65% of total revenue spent. Mobile has been a continuing driver of overall digital growth. Digital video revenue has also seen an increase because of the use of mobile devices. If companies are looking to reach more consumers, digital video is becoming an even more popular place to advertise.

Our internal Opps team has seen growth year-over-year in digital advertising spend and will only see this continuing to grow as we move through 2019.

“All clients are looking to have an established online presence and are interested in growing, especially on DV360 and other programmatic advertising channels.”

Our Senior Analysts have also discussed the changing social media channels “We’ve seen a continuing trend in spending due to a pay-to-play model for business. As organic reach continues to decline, paid advertising will continue to drive more business.”

In search marketing, there have also been changes which have increased ad spend. “Since 2015, the number of paid ads shown on a search engine results page has also increased. This is all done in the name of experience, according to Google. The experience is definitely better for a category, such as shopping where a user finds exactly what a customer is looking for but when it comes to other categories, organic reach may be better.”

We will continue to review the report. Our team will be looking closely at trends in an effort to bring your company the most up to date information on digital advertising.  

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oppgenetix-mobile-
6/13 – This Week In Digital Advertising
firefox
6/6 – This Week In Digital Advertising
Medical Practice Marketing Multi-Channel Investment
this week in digital
5/16 – This Week In Digital Advertising
This Week in Digital Advertising
5/9 – This Week In Digital Advertising