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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.  

YouTube Blog Image

By OppGenetix

4/18 – This Week In Digital Advertising

{4/18} This Week In Digital Advertising 

  1. Exploring YouTube Advertising Offerings: YouTube is the second largest search engine on the web and processes more than 3 billion searches a month. With the expansion of YouTube TV and other platforms it can be difficult to know which advertising option to select. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube. If you have never run ads on YouTube before it could be a good time to try and reach your potential customers in a different way. Let’s get into the different types of ads that are available to run. The first is Display Ads appear to the right of the feature video, and above the video suggestions list. Overlay Ads are semi-transparent overlays which appear on the lower portion of the video a user is watching. Skippable video ads allow viewers to skip ads after 5 seconds. Bumper Ads are non-skippable video ads of up to 6 seconds in length. Non-skippable video ads must be watched to completion before the desired video can be viewed. Finally, sponsored cards display content that may be relevant to the viewers’ video, such as products featured in the video. If you would like additional information and stats read more at social media today. 
  2. Facebook Launches New Safety Controls: The social media giant has been under pressure to update their brand safety policies and they have followed suite. Over the next few weeks, Facebook has announced that they will be updated ad filters for advertisers. This is an effort to give advertisers better access to where brand ads are placed and address safety concerns. Advertisers will now be able to choose from these three options:
    • Limited inventory offers maximum protection, similar to the opt-in category exclusions available today
    • Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
    • Full inventory selects minimal protection and ads may be delivered to all eligible content.

           If you are an advertiser and want to learn more visit Facebook’s blog announcement.

medical marketing blog

By OppGenetix

3/28 – This Week In…Medical Advertising

{3/28} This Week In…Medical Advertising 

  1. 37% of Mobile Traffic Worldwide comes from YouTube: YouTube is beating the competition when it comes to mobile. 37% of all mobile traffic from around the world comes from YouTube. Users are looking for short and concise content on mobile devices. Longer shows and movies work better on a desktop or television screen. The next closest competitor is Facebook with 8.4%. YouTube is a great platform for showing ads to potential leads. Similar to a pay-per-click campaign, video ads can be targeted to a specific location you choose. Video marketing can help build your brand identity. Of course, any content released should be HIPPA compliant. This is only one piece of the puzzle of your overall healthcare marketing strategy. YouTube and website SEO and help your clinic digital platforms gain more users. 70 percent of watch time on YouTube is driven by YouTube’s own recommendations. Staying on top of YouTube SEO can help your video content into targeted areas. Contact our team today for a free digital assessment to learn how we can evaluate your current online efforts and deliver actionable recommendations. 
  2. How to Drive Traffic using Instagram Bio: You’ve seen the copy before such as “click the link in the bio” and the link takes you to a website or article. Instagram is a great platform to help drive traffic to your website. Make sure your bio copy is working hard to drive your followers to click that link. Use this section to help promote other pages of your website and helpful documentation for potential new patients. They are searching and seeking answers so including a link to your blog could be a great way to get new website traffic. If you’re looking to add new patients it can also be helpful to include a link to patient forms or direct information about your clinic. By just sending users to your homepage they might never convert or fill out forms. As part of your social strategy you can include content that will grab the attention of the end-user and instruct them to click the link to either a patient follow up form or something else that aligns with your business goals. By partnering with an agency such as OppGenetix, we can help you navigate the world of digital marketing. We work with hundreds of specialized clinics to build ad campaigns to help gain new patient leads.  

By OppGenetix

2/22 – This Week In…Medical Advertising

{2/22} This Week In…Medical Advertising 

  1. Google trends for 2019 – This year will bring new capabilities with ads on YouTube. Those running TrueView ads will now have capability of 15-second non-skippable video ads. Google Display ads will see updates to the bid strategy. In text ads, responsive search will take up more space and give advertisers more real estate on mobile devices. Read the entire article here.
  2. Why Advertise on YouTube? – YouTube is often forgotten about when it comes to search-engine-optimization. Roughly 4 billion hours are watched a month on the platform. So why not start targeting your videos and promoting your business in a different way? Read the entire article here.

By OppGenetix

2/14 – This Week In…Medical Advertising

{2/14} This Week In…Medical Advertising 

  1. Google text ads can show on YouTube search results – YouTube recently announced that Google search text ads will now be viewable on YouTube. Text ads my appear on YouTube search results pages when viewing on a mobile device. Read more about Youtube Search results here.
  2. Webinar Marketing – An effective way to improve your online reputation is with webinar marketing. To increase your brand’s credibility, try inviting prominent niche influencers to host your webinar. Read more about how to use webinar marketing to it’s fullest capabilities here.

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This Week in Digital Advertising
5/9 – This Week In Digital Advertising
YouTube Blog Image
4/18 – This Week In Digital Advertising
medical marketing blog
3/28 – This Week In…Medical Advertising
2/22 – This Week In…Medical Advertising
2/14 – This Week In…Medical Advertising