February 2018


February 7, 2018


Industry Insights


Marketing Professionals

Bing Ads’ Introduces Audience Segmentation Feature That Makes List Performance Comparisons Easy

Bing has launched ‘Audience Segmentation’ reporting to give advertisers more detailed insights into the search performance of their audiences. The feature is is aimed at giving advertisers a better idea of what’s working and what isn’t, so they can tailor their campaigns for the best results.

Audience Segmentation also the allows advertisers to see how their ad groups are performing with Remarketing in Paid Search, In-market Audiences or Custom audiences, and compared them to non-targeted users.

Learn more about Bing’s new feature here.

Copy Is Key To Getting Clicks: 15 Tips For Writing Text Ads

Writing the right copy for your PPC ads is absolutely crucial to getting those all important clicks and conversions. While there are various elements to your ad that are equally as important to nail, those few lines of ad copy are the first thing your audience sees and will most likely be the deciding factor in whether or not they click.

Ad copy needs to grab consumers attention, be informative and keep in line with your brand’s tone, while also staying within strict character limits. Not sure where to start? Check out this great list of tips from SearchEngineLand.com and you’ll be on your way to writing winning ad copy in no time.

Google Announces “Speed Update” For Mobile

Google has officially announced that website speed will be a factor in how you rank on mobile SERPs.

Google knows that users like fast webpages. However, up until now, page speed only affected ranking on desktop. Starting July 2018, this is set to change! The “Speed Update,” as they’ve dubbed it, will only affect pages that deliver an exceptionally slow user experience, so will only affect a small percentage of queries.

Google explained on their blog:

[The update] applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.

We encourage developers to think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics.

See the official blog announcement for more information on the update, and some helpful tools to test your websites performance.

Google Makes New Search Engine Console Available To All

Google have finally rolled out the beta version of it’s new and improved Search Console to all users. The new Search Console was designed based on user feedback and was initially only available to a select test group.

Announcing the news via their blog, Google said, “In this new release we’ve initially focused on building features supporting the users’ main goals and we’ll be expanding functionality in the months to come.

“While some changes have been long expected, like refreshing the UI with Material Design, many changes are a result of continuous work with you, the Search Console users.”

Read more about the extensive Search Console improvements here.

How Online Traffic Turns Into In-Store Sales

For business owners, turning website traffic into visits to a physical store to make purchases is a tough task and even tougher to monitor success. According to a survey by Adlucent, 70% of shoppers buy goods using a mix of online and in-store purchases – Digital Marketing Depot says that the key boosting sales is to reach this omni-channel shopper.

Download this insightful white paper from Digital Marketing Depot to see how you can use location-based digital ads to drive purchases in physical stores and to monitor how your digital campaigns are contributing to this success. It’s also jampacked with inspiring case studies from companies who have successfully implemented digital strategies to drive footfall.

Download the white paper here.

Get The Most Out Of Google My Business: Essential Optimization Tips

Google is often the first port of call for consumers looking for goods and services in their locality, and an up-to-date Google My Business listing is fundamental to any local SEO strategy. With a correctly optimized listing, your business will appear on a host of Google listings pages like Google Maps and Local Finder, so it’s important that you have your listing fine-tuned to reach it’s potential.

Moz.com have put together a step-by-step guide for Google My Business newbies, on how to set-up and optimise your listing for better rankings.

This is an absolute must read for business owners looking to boost their reach online.

Restaurant Owners Now Able To Showcase Menus In Google My Business

Fantastic news for restaurateurs, Google will now let you edit and upload menus to your Google My Business listing so hungry customers looking for food nearby can see what you serve.

The official announcement from Google read:

Google My Business listing owners have had the ability to add and edit their own menu links in the info tab of their dashboard. Now, in addition to using the GMB API or 3P menu service, listing owners will be able to showcase their menu directly on their Google listing for consumers on mobile by adding their own structured menu using the GMB Info tab.

Use this editor to add menu items (dishes) including title, description, and price, as well as to create multiple sections of the menu, i.e. appetizers, entrees, and desserts.

This feature will only be available if the listing is not currently connected to a third party provider and for listings in English speaking locals.

For more information, check out Google’s help centre.

Facebook’s Newsfeed Algorithm Change is “No Big Deal” Say Experts

Facebook’s announcement that the social network was to drastically change it’s newsfeed algorithm sent a shockwave throughout the advertising and publishing worlds.

In mid-January, Facebook’s Adam Mosseri wrote in a blog announcement that Facebook will be “showing more posts from friends and family” and show less “public content, including videos and other posts from publishers or businesses.” Facebook page owners feared that their already low organic engagement rate would dwindle to nothing, and that they’d have to pay even more money for their content to be seen. However, just like the Y2K bug, experts now say that the seemingly big update won’t actually affect advertisers as much as initially thought…

Read all about it on AdWeek.

At long last! Instagram Allows Post Scheduling… Kind Of.

After many years of social media managers asking for this feature, Instagram finally has allowed business users to schedule their posts ahead of time.

The lack of a scheduling feature on Instagram has been a long time pain-point for digital marketers, who want to line-up marketing posts outside office hours so that their weekends and evening don’t get distrupted. Previously, we’ve seen several third-party platforms offering ‘next best thing’ services, like an app which reminds you to post a photo, but none quite the real deal.

There’s one catch though – the feature is not directly available through the app – but through management tools such as Hootsuite and SocialFlow.  The update has not yet been extended to ads, but we’re hopeful that this functionality will become available at some stage down the line.

Rumour Has It That Twitter Is Launching New Video Sharing Platform

In a bid to keep up with it’s main competitors, Twitter looks set to release a Snapchat-style video sharing feature that mimics Snapchat’s camera-centred design. Currently, we have no indication of what this update may look like or when it will debut, but reports from Bloomberg suggest that the aim is to simplify the sharing process for users.

Currently, the process involved in sharing a picture can be cumbersome. First you have to open the app, then find the compose button, click to begin a tweet, fill the text box with a message and finally add an image. The update will streamline this entire process.

Read more about it on Bloomberg.

Content: Are You Neglecting Your Distribution Strategy?

We’ve heard time and time again that content is king. This is true. Nowadays, in order to engage with your target market, you need to offer them content that’s either entertaining or educational.

Many marketers make the mistake of producing tonnes of content, but don’t put as much thought into how they will distribute it. Creating a killer content plan is crucial to modern marketing and brand amplification, but it’s an even better distribution plan that will help your content reach it’s potential.

If you’re unsure of where to start, get over to SearchEngineLand.com for some great, simple tips to get you started.

B2B Content Marketing Ideas To Consider That Are NOT Infographics

There’s a reason why infographics are so popular and brands are opting to use them instead of publishing long form text heavy articles.

Infographics take key information from, lets say, a text-heavy survey report, and presents it in a visually attractive snappy format that readers can easily digest.

Infographics are not going anywhere, but it’s also worth thinking outside the box when it comes to communicating with your audience.

Skyword.com have put together a valuable list of alternative content solutions to keep your audience visually engaged.

How To Identify The Most Impactful Micro-Influencers For Your Campaign

When it comes to influencer marketing, follower count isn’t always the most important factor when it comes to choosing the right brand ambassador to strike a partnership with.

Before you shell out big bucks on paying Instagram’s latest lifestyle guru to post about your product, you need to make sure they align with your brand, otherwise you could be wasting money.

Adweek runs through the ins and outs of influencer marketing, and how to make it work for your brand.

Make Your Life Easier With These 17 Powerful Tools For SM Managers

If you’re a social media manager, you’ll be well aware of how much time and effort goes into even the simplest of Facebook posts. You have to brainstorm content ideas, design compelling artwork, make sure it is optimised for both mobile and desktop, craft perfect attention-grabbing copy…

Well here are 17 tools to make your life easier. From industry favourites like Hootsuite and Buffer, to littler known gems like Socedo and Tailwind.  Check them out on JeffBullas.com.

Valentine’s Day Marketing Stats That Will Blow Your Mind

It’s February, which means love is in the air! This time of year, brands boost their marketing efforts to ensure loved-up couples spend cash on gifts, holidays and nights out for their other half.

However, with 50% of the population identifying as single, companies may be better off rethinking their advertising strategy to be all inclusive. Check out some fascinating Valentine’s stats from Bing.

Innovate Digital Marketing

When: 22nd March, 2018

Where: County Library, Tallaght

About: The course goes through a strategic planning technique to describe your customer and find how your digital and online activity can be something that they will want to be part of, encouraging them to convert from leads to customers and become your best sales tool, sharing your content and recommending you to their peers.

Presented by Demot O’Reilly & Bernie Clancy from SCI.

Tickets: Free. Book here.