Facebook Ads: A beginners guide

Facebook ads logo and links off to images, people, video

In 2004 a group of students at Harvard University created a social media platform. Aiming to connect students in an online community. Skip forward 16 years, Facebook is now one of the most influential social networks in the world. The five students who founded Facebook are now billionaires.

At the last count, Facebook had 1.69 billion active users worldwide with 45 million of those users are based in the United Kingdom. A user begins sharing data with Facebook from the moment they log in to the platform. This means that Facebook has a wealth of customer data. This data can help you target potential customers based on their behaviours and interactions with the platform. In this article, we’re going to explore Facebook Ads in detail. Answering the questions that are important to you. We’re going to show you what Facebook Ads are, how they work and how they can help your business. 

What are Facebook Ads?

Facebook Ads are a form of Paid Social marketing. In a nutshell, you pay to reach an audience on the Facebook platform. Organic Facebook posts are only shown to your own Facebook fans whereas paid ads allow you to target people who have maybe not interacted with your brand before but have similar interests and/or demographics

Paid Facebook ads are charged based on the bidding model that you choose. Facebook Ads can be set up using a cost-per-click (CPC) model, in which every time the ad is clicked you are charged. Or if you’re wanting to go for scale then there is a cost-per-thousand-impression (CPM) option. In which you’re charged for every thousand impressions your ad receives. Before choosing your bidding model, it’s important to consider the goal of your campaign. Are you aiming to increase revenue or grow your brand awareness? This will also help you select the audiences you want to target and how you determine success for your campaign. 

What does a Facebook Ad look like?

There are many different ad formats on Facebook. We’ve listed them below: 

  • Static Image Ads. Useful to showcase branding or a specific product.
  • Video. Add movement to ads to make them more eye-catching. Facebook recommends a length of 10-15 seconds.
  • Slideshows. A combination of images or videos, text and sound. You can include 3-10 images or 1 video in a slideshow ad.
  • Carousels. Showcase up to 10 images or videos in a single ad, each with a link.
  • Instant Experiences. A full-screen experience that opens after someone taps your ad on a mobile device. 
  • Collection. Featuring many products and opening as an Instant Experience when someone interacts with it. 
  • Lead Ads – designed to help generate customer lists and competition entries. The user stays on the platform and information is auto-filled.

Whenever you create assets for a Facebook Ad it’s important to test them using Facebook’s Ad Overlay Tool. Only 20% of the image can contain text, and they are subject to a review process. If you’re unsure of the guidelines for ads, Facebook provides clear guidelines

Facebook Ads can be identified as they have ‘Sponsored’ below the name of the brand at the top of the ad. They also have a prominent call-to-action. Facebook has a predefined set of CTA buttons which link to your website: 

  • Sign Up
  • Learn More
  • Download
  • Contact Us
  • Shop Now
  • Book Now
  • Watch More
  • Apply Now

How do I target Facebook Ads?

Facebook Ads offer many options to target different audiences. We’ve outlined these below:

1. Location-based targeting

Facebook allows you to target people based on their specific locations. Country, region, city, postal code or specific address radius. This means that you can ensure your ads are only shown to the area where your business operates or services.

You can also add another layer to this to be more specific:

  • Everyone in a specific location – the default targeting option, targeting the last updated location of a Facebook user
  • People who live in this location – set by the location on a user’s Facebook profile and confirmed by their IP address
  • Users recently in this location – tracked by mobile device usage in the geographic area you intend to target
  • People travelling to this location – users who had this geographic area as a recent location and within 100 miles of their home location

2. Demographic targeting

Targeting according to gender, age (starting at 18 years old) and language. You are also able to target political views, life events, job titles, ethnicity, and so on. This means if you know who your target audience is, you can acquire a wider audience using this information.

3. Interest-based targeting

Interests are a great way to prospect for new customers and grow awareness of your product or service. Interests allow you to target people interested in a subject related to your product. You can target based on your competitors, relatable topics, magazines, blogs and influencers. You’re able to select more than one interest, and Facebook then gives you an estimate on the potential reach this audience will generate. Typically, the higher the reach the cheaper the CPC and so it’s worthwhile making sure you have a broad reach. 

4. Behaviour-based targeting

Behaviour targeting allows you to target users based on their purchase history. Also events they have engaged with and any personal anniversaries. Facebook gathers this data based on the information a user shares with the platform. Third-party data sources also share information with the platform to make the audiences more accurate. This means that you can be confident that the users will have a higher degree of interest in your products or services than if you were to just use interest-based targeting.

5. Custom audiences

One of the most important steps to take before setting up Facebook Ads is to install a Facebook pixel on your website. The pixel allows Facebook to understand how users behave once they reach your website. The pixel understands the products viewed, what was added to the basket and if a sign-up occurred (among other things). Once the Pixel is installed you can create custom audiences with the information that’s gathered. Understanding how users interact with your site allows you to remarket. These are high-value audiences as the users who will see your ad have already shown an interest and have been to your site. 

6. Lookalike audiences

Lookalike Audiences let you reach people that Facebook believes are similar to your customers. If their behaviour mirrors the interests and behaviours of your current audiences they will fit the criteria. To create a Lookalike audience you first of all need to build your custom audiences. Select “Lookalike Audience” from the audience creation menu. Then select a target country and a percentage (1%-10%) of the targeted country’s Facebook users.

How much do Facebook Ads cost?

This is a question we are asked a lot. When testing any new form of advertising, businesses are keen to understand how much it will cost and the risks involved.

Costs are high if Facebook Ads are not managed correctly. It takes a long time to learn the tactics to ensure that CPCs do not increase and budgets are not wasted on the wrong audiences. Facebook Ads can be cheaper than Google Ads, however, this differs depending on the product, industry and service you offer. If you are unsure of how to manage Facebook Ads, we advise speaking to an expert. It can take a long time to learn the tactics to ensure that campaigns work efficiently. Optimising your CPCs daily is essential to ensure the efficiency of your campaigns is not compromised. 

Cost can also vary depending on the objective of your campaign. Typically a prospecting campaign with a large reach is cheaper than a highly-targeted lead ad campaign. However, a good marketer should no the techniques to keep costs to a minimum regardless of the campaigns aim.

Summary

Facebook Ads are becoming the go-to platform for many businesses. If you’re looking to grow brand awareness and or revenue through highly targeted audiences, then this is the platform for you. A recent study from Hootsuite showed that the average person in the UK spends 110 minutes a day on social media. That is 110 opportunities for you to engage that person and grow your business. 

The way we like to explain Facebook Ads at Green Ginger is: 

“Facebook offers a wealth of new users to target every single day. But, if you don’t carefully consider the audiences you want to target and what success looks like, you risk wasting your budget. If you’re not 100% confident, the best thing to do is get some advice from an expert – that’s where we can help.” 

Nick Cranwell, Head of Digital

At Green Ginger, we’ve worked with some of the UK’s biggest retailers to launch their Paid Social activity. From lead generation with Durex, to retargeting customers with specific products for Habitat. We have the experience to help your business, whatever size or goal you may have.

Get in touch today to see how we can help!

Why is digital marketing important?

laptop with hand icon, email and shopping basket and digital marketing icons

The relationship between a website and digital marketing is simple. You need both to be successful online. Having a website, no matter how good, does not cut it in today’s digital world. A great website alone does not make a digital business. Whilst a website is a must for most businesses today, many still overlook the importance of digital marketing.

There are two clear ways for a business to increase revenue. They can either sell more to existing customers or acquire new ones. There is a whole world out there of new, untapped customers. Customers who do not even know about your product, your brand, or your service. That is where digital marketing comes in.

Let us look at a scenario. You and a competitor both open a store on the high street on the same day. Your competitor invests in marketing, they put ads in the local paper and advertise on the local radio station. You do not. When it comes to the grand opening, who do you think will get the most customers?

The same is true for websites.

Without digital marketing, you may see some traffic. But it’s unlikely to be ground-breaking as people are not aware of your site. You could have the best possible website your budget allows, but if people do not know about it, how are you going to scale your business? A website and digital marketing go hand-in-hand. 

You wouldn’t organise a wedding and not invite people. You wouldn’t spend money on a brand-new car and not buy petrol for it. That is what digital marketing is, it is fuel for your digital growth. 

So, let’s look at exactly why digital marketing is important

1. Your customers are online – if you can target them

In the UK alone there are over 49K monthly searches for ‘baby boy clothes’. Over 74K monthly searches for ‘garage’ and 165K monthly searches for ‘takeaway’ on Google. In short, whatever your sector, people – your potential customers – are online. They will be buying from your competitors and many would also buy from you if you could reach them.

2. You competitors are investing in digital marketing

It’s competitive. We guarantee that your competitors are investing in digital marketing. If you want to get ahead and stay ahead you need a clear strategy and support from an expert. Even if you are a B2B business such as a manufacturer, competitors will be using digital marketing. Gaining new leads and increasing brand awareness with highly targeted strategies.

3. Digital marketing is cheaper than you think

Often seen as a cost, digital marketing should be seen as an investment in your business growth. If done correctly, it’s often cheaper than many people think. SEO is free (although does need the correct expertise to manage it) and PPC can start from as little as 2p for some long-tail keywords.

4. It can be super-targeted at your audience with the right strategy

Digital marketing can be highly targeted. If you know who your customers are, you should be able to go and find more of them online. This means that the return on your investment will be higher and sales will grow quickly. At Green Ginger Digital, we take an audience-first approach to all activity to maximise the value of your budget. If you don’t know who your audience is, then we can help guide you.

5. Digital marketing is measurable – understand your customer behaviour

Digital can be measured at every stage. This allows you to understand your performance in detail. Data is critical in the performance of digital marketing. With the right tracking and technology, you will be able to understand the returns from your investment. Customer journeys can be tracked from the point of seeing your ad online, right through to purchase. You’ll know which people are buying and which ones are not, and understand why so you can improve your strategy.

6. It’s easy to get started (but challenging to do well)

In our recent blog, we talked about the basics of PPC. Whilst it’s true that setting up basic PPC accounts is simple. Unfortunately, if you want to scale performance you need to think about detailed customer-first strategies, new platforms and test and learn strategies. Plus how to ensure all this activity works together to deliver the best overall performance. Therefore, we would recommend speaking to an expert to understand your needs and requirements.

Summary

Digital marketing is critical in growing your performance. If you want to scale your business and acquire new customers or gather new leads, you have to be investing in marketing. Those that do invest in digital marketing will see faster growth than those who choose simply to invest in a website. Ultimately, spending on a new website is potentially a waste of your budget if you don’t invest in marketing – a new website alone won’t grow your business.

At Green Ginger Digital we’re happy to help and support with any questions you may have on how to get the best value from your website. Wherever you are on your digital journey, we can help. Whether you are just launching online or an established business already investing in digital marketing. We’ve helped businesses of all sizes across different verticals. 

Speak to us today about a free digital performance evaluation and understand how to unlock the most value from your website.

SEO: A beginners guide

Computer screen with magnifying glass looking at words seo

If you’ve had exposure to online marketing you’ve probably wondered; What is SEO? How does SEO work? Is SEO the same as Organic Search? Some digital marketing agencies may convince you it’s a dark and complex art form. Leaving you unsure about the benefits or where your budget is being spent. 

At Green Ginger, we do digital differently. We want our clients to learn and understand how digital marketing can help their business. We don’t believe in smoke and mirrors. In this article, we’ve answered some of the most common SEO questions. Focusing on what is important to you, giving you an understanding of what SEO is and how it can help your business. 

What is SEO?

Search Engine Optimisation (SEO) is all about increasing the visibility of your website. Appearing higher in the search results pages and growing your traffic. Search engines, such as Google match search queries to websites they deem relevant through a series of algorithms. The sites they believe are most aligned to the search query appear higher in the search results. 

Algorithms review the searcher’s query and score the website on how relevant it is. Google looks at factors such as website quality, site usability and the user’s location. Google wants to provide the best experience to every searcher, and that’s why it critiques sites closely before showing the best ones in order of relevance to the searcher. 

Getting to page 1 is tough, getting to position 1 is even tougher. As you can imagine, people are unlikely to scroll through pages and pages of results. This means that it is critical to ensure your site appears high up the search rankings. You need a combined strategy of both on-page and off-page SEO. This involves a lot of hard work and some patience. 

How does SEO work?

The objective of SEO is to show to the search engine that your site is the most relevant. Your content is engaging and matches the user’s query better than your competitors, and the visitor is going to have a great experience. The most relevant sites are rewarded with the coveted number 1 position or even position 0 on Google and Bing. 

With a market share of 92%, most marketing experts would recommend optimising your site to perform best on Google. Google reviews 200 factors when ranking your site, giving you plenty of areas to focus on to improve your site’s performance. 

Unfortunately, Google doesn’t share what those ranking factors are. They want website and search engine optimisers to focus on the quality of their sites for the end-user. We rely on industry data and our test and learn approach to understand what works and to estimate how Google determines relevancy. 

What are the most important SEO ranking factors?

Google frequently update their algorithms. But there are a few key ranking factors which continue to be important as we move through 2020. We’ve grouped these below into 3 key themes: 

Technical SEO 

Focusing on improving the technical aspects of your website, ensuring solid foundations are set on which to grow rankings. Key considerations for technical SEO in 2020:

  • A secure site with URLs which Google can easily crawl and understand
  • A fast loading site across all devices, especially mobile (ideally less than 2 – 3 seconds) 
  • A mobile-friendly site which is user friendly across all devices
  • Strong technical SEO, optimising your code to assist crawling and indexing
  • Positive user signals such as high click-through-rates, low bounce rates and strong site engagement and duration

Content

Focusing on the keywords and articles on your site. Ultimately telling Google what your site is all about and the products or services you offer. Key considerations for content in 2020: 

  • Optimise content which is useful for the end-user, but also tells Google important information about your site. For example, Page Titles and Meta descriptions, keyword-friendly URLs, relevant and optimised product descriptions
  • Editorial content which adds value to customer journeys. Either by providing education, information or simply entertainment for the user. Rather than focusing on the hard sell

Off-page 

Relates to all actions happening off your site but still impacting your rankings. Key considerations such as:

  • A strong domain authority
  • A positive link web across inbound and outbound links. Which ultimately provide ‘votes’ of relevancy for your site and indicates quality to Google
  • A good social presence with relevant social shares
  • An optimised Google My Business presence

Google also places huge value on great customer experience. Sleek website design and great functionality, will only put you in good stead for ranking well in this area. If having read the above list you are unsure how well your site is performing. We’d recommend you undertake an SEO audit, this will provide you with key areas to focus on.

Why does SEO matter?

Across the globe, there are 3.5 million searches on Google every single day. It is the first port of call for searchers looking for information, products and services. To get a slice of those customers, you have to invest your time into developing your site and refining your SEO performance. 

SEO keeps search engines fair. It allows every site an opportunity to rank highly and deliver a positive experience for the user. BackLinko recently analysed 5 million Google searches. They aimed to understand how CTR (click-through-rate) changed depending on a businesses position on Google. Their findings were fascinating:

  • On average moving up a position within Google changed CTR by 30%
  • Ranking number 1 resulted in a page being 10x more likely to be clicked on vs. being in position 10. 

Advanced Web Rankings also have a great tool available that allows you to review historical CTR’s by category and country. A really useful tool when forecasting any organic or paid activity.

That’s why SEO matters. If you don’t focus on your SEO performance, you are reducing your chances of driving ‘free’ traffic to your site. 

How long does it take for SEO to work?

A simple question but unfortunately not a simple answer. How long it takes can depend on the following: 

  • Age of your site
  • How quickly you can implement changes
  • Level of competition (remember everyone else is trying to get to position 1 at the same time you!)
  • Website design
  • Geographic location
  • Target market and audience

Generally speaking, you can expect to see your SEO performance start to improve in around 4 – 6 months. That certainly does not mean you will see all of your target keywords in position 1 and this is impacted by the competition. 

Competitive search terms (such as for fashion retailers) will take longer than for specialist products and services. SEO is as a long term investment. Quick fixes and results can be achieved using other digital marketing channels such as PPC. SEO is a channel which will grow and mature over time as long as you continually invest time and effort. 

At Green Ginger, we offer a synergised approach to search marketing. Ensuring both paid and organic channels are working in harmony and budget is used in the most efficient ways. 

How do I measure SEO? 

So you’ve decided to invest both time and budget into improving your SEO, and understand it will take a few months to see the fruits of your labour. How do you ensure your efforts are working?

Like all digital marketing, this comes down to tracking correctly. Our first recommendation is to make sure you have Google Analytics set up correctly. This is a free tool you can use to understand the value of all your channels, not just SEO. 

It segments the data by channel so you can review and understand performance. Use Google Analytics to drill down into landing pages, exit pages and engagement metrics to understand how users are engaging with your site. Once you have Google Analytics set up, we would recommend developing a set of core keywords you wish to rank for. Tracking these over time using a tool such as SEMrush or Moz will enable you to see how these are impacted by the SEO strategy you’re implementing. 

It’s important to use a mix of keywords with a low and high search volume. These will vary in how competitive they are and ensure you are ranking for an array of keyword variations. Visibility and keyword rankings are important. But you should also use Google Analytics data to understand how SEO has assisted conversions. This means how your SEO is contributing to the customer journey. This can be particularly useful when you have a strong bank of editorial content on site, which is driving browsing journeys, which later come back and convert. 

Summary 

Use SEO as a long term investment for your business. Focus on both on-page and off-page tactics and delivering an excellent experience for your customers and you won’t go far wrong. Our Head of Digital at Green Ginger has these parting words of advice for you: 

“Focus on the end user – make sure when entering your site their experience is as seamless and quick as possible. Think about what they would like to see when they are there. Optimised, easy to read, digestible content and a sleek design and customer experience. That is what will drive your SEO forward”.

Nick Cranwell, Head of Digital

Good SEO takes time, but that’s where Green Ginger can help. We’re experts in delivering SEO and have experience doing so for some of the UK’s biggest retailers. This means we can provide you with the right strategy. Identifying quick wins and longer-term initiatives to provide you with an SEO strategy to drive forward your performance.

If you want to know more about how we can kickstart your marketing, or if you would like a free SEO site checkup – get in touch with us today.

Top 10 lessons for launching a new business

Three months after officially launching Green Ginger, our founder Nick has put together the 10 most important lessons he has learnt so far.

 It is hard work. Celebrate the successes (no matter how small) and understand you are on a journey. The destination will be worth it; however, you eventually get there.

✔ You will be pulled outside of your comfort zone. Embrace it.

✔ Lay the right foundations. Let’s be honest, nobody set-up their own business to set-up a bank account, find the right office space or buy the right insurance but they’re important. Set the right operational foundations and build.

✔ Starting your own business can be a lonely place. Make use of local networking groups to meet people, learn about other businesses and share ideas.

✔ On the subject of networking, find what works for you. There are many different styles of groups, from breakfast meetings to round tables. From industry specific events to after-hour curry nights. Try as many as you can and find what works for you.

✔ Use LinkedIn as much as possible. Ask questions. Get advice. Share ideas – somebody will be more than happy to help. Shout about your brand online and create an identity that people can buy into.

✔ Keep going. Read books, listen to podcasts, watch videos online. Support is everywhere. Use peers, friends, family for advice and guidance.

✔ Take time to switch off. It’s easy to feel guilty when you are not doing work – either on an evening or weekend – and to slip into 12-hour working days. DON’T. Make sure you take time to switch-off and recharge.

✔ Collaborate. 10 years working for a single company has probably made me a bit blinkered. I’ve found it incredibly exciting to work and collaborate with so many fantastic people – you can’t be an expert at everything so find someone who is and work with them on areas you are not so strong.

✔ Dig deep. There will be tough moments and disappointments but learn from them, not every proposal will lead to something.

Most of all – ENJOY IT. After 10 years working for someone else, I wanted a fresh challenge. After only a few short months I’ve met 100s of great people – some of whom I’m proud to call a client, learnt new skills and most of all been pushed. I’d love to hear about your start-up journeys, and if you’ve found similar challenges.

A big thank-you to those who have helped us on our journey so far.
Want to learn more about Green Ginger – get in touch today!

Searching for the Coronavirus: What can Google data tell us about the pandemic spreading across the world

Since the start of the year, one topic has dominated headlines across the world. Covid-19 or Coronavirus was declared a global pandemic in March. It has brought the world to a standstill with over 148,000 cases and 5,500 deaths (as of 14th March).

But what can a global issue tell us about search behaviour in different countries? How do people within these countries react to such news? Do people across the globe demonstrate different search intent?

We’ve taken a look using Google data to see the key insights.

The UK saw increased searches from the first reported case. Italian searches only increased following the first death.

The first death from the virus in Italy was reported on the 21st February 2020. Despite the first case being reported in the country 3 weeks earlier on the 30th January, people were seemingly unconcerned by the virus at this point.

Before the first death was recorded, searches on Google in Italy were minimal. Following the announcement of the first death searches for ‘Coronavirus’ surged over 1,800% in a single day – by far the biggest response shown online across any country at any point throughout the pandemic.

UK vs. Italy Coronavirus search demand

Interestingly, search behaviour in the UK doesn’t appear to react to this news in Europe. Rather, searches increased gradually from the 22nd February. In fact when the first death was announced in the UK on the 5th March, this appeared to have no impact on online searches – a complete contrast to behaviour in Italy.

People in the US are focused on symptoms and self-diagnosis, in the UK searches show more of an educational intent

In the UK, top Google searches over the last 90 days are focused around the virus itself. In fact, only 12% of the ‘Top 25 Search Terms’ show intent around the symptoms of the virus.

UK coronavirus searches

When comparing this to the US, the search intent differs significantly. In the US 76% – or 19 of the Top 24 Search Terms are related to specifically understanding the symptoms.

US coronavirus searches

There are many possible reasons for this difference in search intent. One potential hypothesis could be that those in the UK have been better informed of the potential symptoms through the media compared to those in the US.

UK cases are growing significantly faster than search volumes

When the first case in the UK was announced on the 31st January 2020, the rise in search volumes were minimal. Search demand actually continued at relatively low levels until the 24th February despite there being 9 confirmed cases in the UK by this point.

Coronavirus cases and search demand

Not until a number of cases were reported on the Diamond Princess cruise ship did searches show a step-change in volume – this was also reflected (on a smaller scale) in the US. It could be argued that people only really started to take notice and understand the potential pandemic of the virus from the 24th February following the media coverage around the Diamond Princess and the quarantine of 30 Britons in Merseyside.

The increases in the number of cases was inevitable, but it’s important people continue to stay updated with the latest news and advice either through digital or offline media channels.

Summary

Regardless of how people are searching online, one thing is clear. The world is taking notice and is united in the fight against the virus. The fact search volumes are consistently increasing across the board can only be positive, it indicates people are looking for more information and the more educated people are on the subject the better.

The latest information from the UK government can be found here.

Get in touch today to see how we can use Google trend data to help your business growth.

Sources: Google Trends, Arcgis.com both accessed 14th March 2020

TikTok: The new social media app where Gen Z flock

TikTok launched in international markets in September 2017. But it was not until 2019 that it saw its huge growth. From the beginning of 2020 interest from brands and digital marketers alike has peaked and continued to grow. 

So what is it? Who is using it and how do you advertise on it? The paid social experts at Green Ginger have taken stock and are here to tell you all you need to know about TikTok. 

So what is TikTok? 

Taking 200 days to develop in China, TikTok is a video-sharing social media platform. Owned by the Chinese company ByteDance it has recently surpassed one billion worldwide installs. Its popularity has been surprising, particularly when you compare to apps such as Vine and Musical.ly.

You’re probably thinking who? Vine and Musical.ly are the apps who started the trend of creating short videos to be shared, but they both crashed and burned. TikTok is a merger of Music.ly and has a unique proposition in that it allows anyone to become a content creator. Whilst Vine was used for high quality, unique content. TikTok can be used by anyone, supported by its easy to use editing and camera filters. This means users are both consumers and creators, which has been important for the growth of the app vs. its predecessors. 

Who is using TikTok?

At Green Ginger Digital, we believe in an audience-first approach to marketing. Targeting specific consumer groups to ensure efficient media buying. When hearing about the app our first question was ‘who is the audience within TikTok?’.

Data from Statista shows the users on TikTok are 18-24-year-olds, with the group accounting for 26% of the total audience. Whilst Instagram tends to drive more female users, the TikTok gender split is relatively equal. The audience is highly engaged, driven by its personalised content which is algorithmically curated, as soon as the app is opened. 

How can I target the TikTok audience?

TikTok lends itself to brands and businesses targeting generation Z. Passionate, creative and innovative, this generation is highly influenced by social media. Creating partnerships with key influencers and showcasing engaging content is key. Plus a natural way of building a relationship with your audience through TikTok.

Like all social apps, TikTok is not missing an opportunity to offer paid advertising through the app. Which could be an opportunity for those wanting to invest media into an app not owned by Facebook. TikTok’s goal is to “connect the brands of today with the consumers of tomorrow”. Offering a less saturated market than Twitter and Snapchat, there are opportunities to target specific audiences through the app. Advertising options range from:

  • Brand takeovers – where ads appear as soon as a user opens the app
  • In feed ads – native ads placed at the bottom of organic videos or in the TikTok feed
  •  Hashtag challenges – creating a sponsored hashtag which encourages users to share content on TikTok for your brand

Big brands such as Nike and Guess have jumped at the chance to target a younger audience for their products. It must be noted that the ads are relatively rare and as such come at a premium. With minimum investments and an average $10 CPM. Understanding the impact of TikTok and ensuring there is a tangible audience for your brand is key before investing. 

To TikTok or not?

At Green Ginger Digital we are focused on results and driving a return for our digital marketing activity. The success of implementing a campaign is reliant on the audience you target and the metrics and measurement you put in place. 

It is crucial to understand its role in the customer journey and measure this accurately, to understand the investment and associated results of every campaign.

Need help with your social media strategy? Or if you want to chat more about the opportunities within new social media channels, get in touch today!

Green Ginger’s 2020 Digital Marketing Predictions

We’re a month into 2020. The New Year’s resolutions have gone out of the window, and at Green Ginger Digital we’re busy thinking about the year ahead and how digital marketing will evolve.

What will happen with digital marketing budgets? Will Organic Search continue to be turbulent? What social media apps will become popular?

Read on to find out our top 5 predictions for digital marketing this year. 

1. Digital marketing budgets will continue to evolve

In 2019 we saw more clients than ever moving traditional offline budgets to online. Retailers are on a quest for more targeted and measurable campaigns. TV spending declined and marketers invested more in Video On DemandDisplay Programmatic and Paid Social

With the rise of new social channels such as Tiktok, the lines between social and eCommerce have become blurred. Social media will take an upward turn in 2020. Opportunities will be there for those businesses who look at niche social channels and move quickly. Gaining competitive advantage and reducing marketing costs as a result. 

2. Organic search maintains its battlefield status

Core updates affected Google rankings throughout 2019. The BERT update came into play during October 2019, shaking up the rankings. We experienced three core updates in total and many smaller algorithm changes. All leading to ranking volatility on Google, and some big players noting drops in performance.

When we weren’t riding the waves of the algorithm updates, we were optimising content for the coveted position 0. Trying to maintain share across featured snippets within a search engines results page. This has become more difficult as Google continues to take up more real estate with its own features. Google is surfacing pieces of content within the search engine and reducing the need to visit the website.

It shows no signs of slowing and to win at SEO during 2020, a strategy which continues to focus on the end-user is essential. A customer-first strategy for SEO which focuses on; who your audience is, the content they consume and how they navigate around your site is essential. Offering them the best content and user experience will continue to put you in good stead for Google’s algorithm updates with more ranking volatility expected throughout 2020. 

3. Google will continue to favour paid advertising

Adding to the organic search battle is Google’s continuous introduction of different formats within search. Have you ever noticed how often Google changes? 

We will also continue to see Google offering more diversity to search results pages. Meaning more opportunities for Google to drive clicks. A 2019 Merkle study found Google was delivering less organic clicks vs. 2018, down by 8% in total, with the biggest drop seen through mobile devices. 

Maintaining position 1 isn’t enough for YOY growth in natural search. Optimise for all features and think about the spread of keywords, rather than focusing on 5 – 10 core terms only. 

4. In-housing continues to challenge the digital status quo

In-housing happens for several reasons; financial or to gain increased visibility and greater control. Whilst some businesses in-housed their digital activity in 2019 opting to use agencies for technical functionality only. Others have in-housed small areas where they have current expertise that can support delivery to a high standard.

Recruitment for in-housing continues to be a challenge, but using an agency isn’t always the answer. Digital agencies are changing their propositions to ensure they remain relevant. Offering technology software as a service (SAAS) or training to up-skill and empower in-house teams. 

To in-house successfully during 2020, brands and business must assess their skills and analyse any gaps in expertise. Undertaking an honest appraisal of the knowledge within your business will help you to identify which areas can be in-housed. Don’t be afraid to use agency support on an ad-hoc or project basis. Using the right people with the right skills and expertise at the right time. Whether that be outsourced or within your business, is the key to successful in-housing during 2020. 

5. Efficiencies will be gained through improved personalisation

It’s no surprise, with increased competition and higher demand, digital marketing can be expensive. However, it remains essential. With average conversion rates for a transactional or lead-based site sitting around 2% – 3%, depending on the industry. If you’re responsible for driving online performance you need to focus on how to use audience data to make every penny of the budget count. 

Ensuring advertising is personalised, and using unique messaging for each audience is important. It also allows you to reduce wasted media spend. Following this through to your website, with unique content or product recommendations for individual users will help to drive the conversion rate. 

Wherever you are in your digital journey, Green Ginger can help you navigate 2020. Let’s grab a coffee and chat about your free digital health check.

Clients Testimonials

Our clients are a diverse mix of eCommerce and service-based businesses.
From well-known UK fashion and furniture retailers to small independent companies - we love the variety!

Made
Habitat
Which
Joules
Wren Kitchens
Homebase
Harrisons of Hull
Pitchy
Riverford Orgnanic Farmers
Rapture Surf Camps
Mark Hill

Kate Harrison
Harrisons of Hull Ltd

Green Ginger Digital have been an absolute pleasure to work with from start to finish. They have listened to our business goals and marketing objectives and really delivered in terms of service, content and results. We would highly recommend the team to other businesses looking to build a digital marketing campaign and will continue to work closely with them going forward.

Nathan Green
Pitchy

Pitchy were one of Green Ginger Digitals first clients and we were really impressed with how they took onboard what we wanted to achieve and put together an impressive plan of how they could help us get there. Results were impressive and the team were always professional and approachable.

Andy Orvis
Fountain

Green Ginger Digital came to us with a clear brief and set of requirements. Their communication and ability to make key decisions quickly and effectively made the design and build of their website an easy process. Clearly knowledgable in their field, I'd recommend them for any digital advertising type campaign and certainly hope to work with them in the future.

Nicola Mooney
Adult Planet

We needed serious help with our PPC campaigns as we were wasting a lot of money on ads. The team at Green Ginger restructured everything, advising and adjusting as necessary along the way to really focus the campaign. We were really pleased with the revenue growth we achieved in such a short amount of time, and although early days still, we are seeing promising results! Very happy and would highly recommend the team at Green Ginger Digital.

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