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Weekly Roundup 42 – Instagram Ad Changes, Organic Reach and Reviews

By now you’ll probably know the script. If you missed last week’s roundup – talking experimental marketing, customer loyalty, and the effect of page load times – then you can find it here. Otherwise, let’s get cracking.

Instagram Tries New Ways to Get Consumers to Click Ads

Instagram has been trying to boost its direct-response call-to-action buttons that allow retailers to drive consumers to their eCommerce site, make a purchase and install their mobile apps. Throughout the next month, Instagram is planning on rolling out “enhancements” to the ads, which it introduced last year. Its goal is to make it more likely that a user clicks through on the ads.

There are 4 changes taking place:

1. When users tap into an advertiser’s profile from the ad, a call-to-action button will appear at the bottom of the profile
2. When Instagram detects additional information in an ad, such as the price or app store rating, it’ll automatically add that information to the call-to-action button.
3. The call-to-action button will be highlighted when people show interest on or around an ad – like resting on the ad for 4 seconds or tapping on the advertiser’s profile name
4. When a user un-mutes a video link ad, which is a video ad that includes a link to the advertiser’s desired URL, they’ll be taken to the destination URL while the video continues to play at the top of the screen.

These new developments build upon Instagram enlarging its call-to-action button back in June (it now extends across the full width of the ad). The change was the result of an eye-tracking study that found consumers didn’t actually see the button and apparently the redesign boosted performance by more than 45%. Nice one.

 

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Consumers Rely on Reviews Before Making Purchases

product reviews ecommerce

Source : Magento

 

Trustpilot surveyed 1,132 internet users ages 18 and older back found that most US internet users rely on reviews when deciding to purchase a product and the largest share – nearly half – are likely to read reviews while on a company’s website before adding a product to their shopping cart. All in all, 80.7% said that reviews were somewhat or very important to their purchasing decisions.

Few internet users who were interviewed claimed that reviews didn’t influence their decisions when shopping – only 4.7% of people think they’re unimportant and 7.6% are completely indifferent towards them. When it comes to the internet users who are most likely to read reviews, roughly half of respondents said it’s while they’re on an eCommerce site just before adding the item to their cart. Nearly a quarter claim they’re more likely to read reviews even earlier in the process: 18.5% of people read reviews primarily before visiting a company’s website at all.

AYTM Market Research seconds this with its findings. Most consumers like reading reviews, but they don’t necessarily like writing them. The July 2016 survey has shown that nearly half of internet users said they always, or at least most of the time, check out online reviews before making a purchase. But when it comes to leaving the reviews for others, they rarely do. Bummer.

 

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5 Ways to Improve Your Organic Reach on Facebook

organic reach on facebook

Source: The Hydro Cafe

 

Organic reach on Facebook is nothing short of a tragedy. It’s abysmal. Crap. And getting worse, considering they announced recently that they’d be showing less news and marketing and more family and friend orientated posts, in an attempt to keep that ‘personal’ element. Just how bad is the organic engagement on Facebook? On average the engagement is less than 1%. Dire. So here’s 5 ways you can change that:

Preferred Audience Targeting

This is a brand new feature that works like ad targeting, but it’s for organic posts. Just click on the little target icon on the bottom left and you can “choose the preferred audiences for this post”. This feature is great for companies who have a variety of products and divisions or those that operate in multiple countries.

Post Engagement Ads

You can use Facebook’s Post Engagement Ads to give your post a bit of a push. Yeah that means you need to spend a little bit of money to “earn” some free reach. When someone shares your promoted post, it results in more people seeing it organically in their newsfeeds and engaging with it.

Unicorn Detector Pyramid Scheme

First, what is a content unicorn? Well, content becomes a unicorn when it is clearly among the top 1-2% of all your content. These are the rare pieces that attract the most organic attention. To raise your organic engagement rates, you need to post fewer, but better updates. It’s simple. Share lots of stuff (organically) to all the other platforms, but only post the most engaging stuff to your Facebook page.

Add Engaged Followers

There’s a way that you can selectively invite people who have recently engaged with one of your Facebook posts to like your page. It’s a valuable but little-known feature available to some – but not all – pages. Click on the names of the people who reacted to your post. You’ll see either Invite, Liked or Invited. Clicking the invite button will hopefully bring at least 15-20% of them to your page.

Use Video Content

The decline of organic reach on Facebook almost mirrors the rise of video on Facebook. It seems like Facebook is trying to kill off Youtube as the top platform for video. Add some video into your marketing mix and see if it makes a difference.

 

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How to Get Verified on Twitter

Times are changing and now, even us commoners can get that little blue badge. There’s still a number of criteria you need to fulfil to be accepted into verification but luckily none of it includes ‘being as popular as Kanye West’. Here’s the steps to get your account verified with thanks to Search Engine Watch:

First, determine whether your account is “of public interest”. This will either be the best or worst part of the process, uncovering hard truths and doing a lot of soul searching. If you’re a regular contributor to online publications, then you can prove your identity by linking to other genuine profiles.

Then you need to make sure you have the following details all filled in:

  • – Make sure your name is genuinely your name (or your stage name)
  • – A profile photo featuring your own face
  • – A header photo
  • – A bio
  • – A website linking to your work
  • – Your birthday

Yay, all done. Next, click on your profile picture thumbnail on the top right corner to launch a pop up menu – then click on Settings. In the settings, you’ll need to do the following:

  • – Verify your mobile number
  • – Confirm your email address

You’ll probably already have the email confirmed but just do this to make sure it’s your most current email address. To verify your mobile number you head to Mobile on the bottom left of the menu and add your number, then you’ll receive a 6 digit number which you’ll have to enter there to confirm.

Next, set your tweets to public in the Security and Privacy settings. Now you should be ready to submit for verification! Now it’s time to go on over to the verification page and get started.

Good luck and god-speed!

7 Tips for Writing Clickable Ad Search Copy

google search ad

Source: Jurispage

 

First of all, if you don’t know, search ads are ads that appear when a potential customer searches for your product or a related item in a search engine. They’re small snippets of text that sit either right above or directly below the top ranked results. If you’ve ever used Google, then you’ve seen a search ad. Now, if you’re already familiar then you’re probably here to find out how you can make those ads extra clickable using copy. So here’s some tips:

Highlight What Makes Your Brand Unique

The internet is absolutely saturated with brands so it’s essential to make yours stand out. If you offer shipping to multiple countries, say that. If you specialise in a certain service or product, mention it. And if you have happier customers than all your competitors – then call it out. You know how it goes.

Include at Least One Keyword

Keywords are an essential asset to your ads performing well. We suggest including at least one keyword in your copy so that customers looking for a product in your industry can have a better chance at finding your brand. For example, if you sell high heels then include that specific phrase in the ad copy.

How do you choose a keyword? Well:

– Think like a customer – what terms would your ideal customer type in if they were looking to buy your product? If you have no idea then ask them.
– Get a balance between general and specific – you need to strike a balance between the two. They need to be specific enough to target your primary customer persona but general enough to generate brand awareness.
– Pick the right amount – Google suggests you use 5-20 keywords per ad, so choose wisely and use specific and generic keywords.

Keep Your Ads Current

Make sure you stay on top of the copy and keep it current. No one wants to click through to your site to find out that the free shipping deal you added in there expired weeks ago. Keeping your ads current and relevant ensures prospects have a more pleasant and positive user experience. It’s best practice to address a new product release, or perhaps even bad press in your ad copy when applicable. If customers searching for you are expecting to see an update, then add it in.

Optimise for Mobile

Thirty-three percent of respondents claim their primary research is done on mobile, according to a recent HubSpot Research Study. This means you need to make sure your ad copy speaks to mobile users too. If a customer is trying to find out more about a service or product on their phone then it’s in your best interests to guarantee they can learn about your brand just as easily on their desktop.

Keep an Eye on Competition

Standing out from your competitors is key, and your copy is what will differentiate your brand from others. For example, when you Google “hotels in New York” you’ll notice that the latter two websites have almost the exact same ad copy, but the first result is a bit different. Booking.com is probably checking out their competition and figuring our how to differentiate, since this is what attracts clicks.

Personalise to Attract Your Target Audience

Who are you targeting? Last minute shoppers who forgot a birthday present? College students looking for stationary? Understanding precisely who and why they might be Googling this can help you craft personalised copy that resonates with your target customer and appeals to their interests. You can always give Google’s Customer Match tool a go – it allows you to target your ads to specific users and personalise the copy that each of them see.

Triple Check For Spelling and Grammar Errors

Never underestimate the power of double and triple checking your work. It’s surprising how many ads contain punctuation, grammar and/or spelling errors. Solicit the services of a proof reader before you publish your ad. You don’t want to waste time and money on a bogus ad.

Want more? Head on over to HubSpot for more ways that you can get more clicks on your ads.

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by:

Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.