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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

5/30 – This Week In Digital Advertising

This Week In Digital Advertising

We’ve moved!

We are happy to announce our move to 1105 Schrock Road in Suite 200. As our team continues to grow we needed more space to better serve our clients. Everyone at OppGenetix is excited for what’s to come and we are so happy you are along for the ride with us.

Google’s Mobile First Indexing for New Web Pages Starts in July

Google has announced that mobile first indexing will now become the default for all new, previously unknown to Google Search, websites starting July 1, 2019. Ever since mobile indexing was announced, Google has been pushing developers to create websites with a mobile first mentality. Most websites have been modified and content has been updated for both desktop and mobile.

If your not sure what mobile first means it’s the way Google crawls and indexes your website and pages on the web. Google will look at the mobile version of your website first, instead of looking at the desktop version. Now over 50% of what Google indexes is indexed over mobile-first indexing.

It’s important to make sure your developer team and marketing teams are aligned on this change. If a new web page is launched and has a low mobile score, your search ranking and indexing from Google could be impacted.  

Microsoft Acquires Data Platform Drawbridge to Improved LinkedIn Ad Targeting

This week, LinkedIn announced the acquisition of Drawbridge, the advanced machine learning tool. This is all in an effort to continue to grow and improve paid advertising tools within the platform.

LinkedIn has said “We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform, helping our customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop.”

Drawbridge will work with LinkedIn to integrate the AI tools into the platform over the coming months. This will lead to a larger set of targeting and data options being made available to LinkedIn marketers.

LinkedIn shows several types of ads to users, including native “sponsored content” ads that appear on the platforms main feed, personalized “dynamic” ads and sponsored InMail messages.

This merger is exciting for marketers looking for more targeting options and tools. LinkedIn has unique data available for targeting. We will continue to target sets of users who you are specifically looking to convert to customers.

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.  

By OppGenetix

3/7 – This Week In…Medical Advertising

{3/7} This Week In…Medical Advertising 

  1. Marketing Campaigns –When your business decides to run a marketing campaign it’s important to know your goals and understand them. If you’re having trouble deciding on goals here are some common campaign goals. Brand awareness is usually one of the top goals for a campaign and can be measured in several different ways including engagement, site traffic, and click-through-rate. Engagement with creative is another goal that can be measured through video completion rates and click interactions with images. Lead generation is another great KPI to measure. OppGenetix will work with together with you to help generate leads for your specialized business. Read more here.
  2. Google Business Profiles – Google continues to ad new ways for businesses to appear in search results. Google has introduced a new section for special offers to help people find promotions on Business Profiles. Google has been focused on giving more control to the business on their Google listings. Read more about the latest Google updates here.

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oppgenetix-mobile-
6/13 – This Week In Digital Advertising
firefox
6/6 – This Week In Digital Advertising
5/30 – This Week In Digital Advertising
This Week in Digital Advertising
5/9 – This Week In Digital Advertising
3/7 – This Week In…Medical Advertising