Display Advertising: Best Practices & Advice To Be Effective

Display Advertising: Best Practices & Advice To Be Effective

Display Advertising: Best Practices & Advice To Be Effective

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Transcript:

Right place, right time. That’s the goal in life, right?

That kinda thinking should apply to your adverts too, appearing in front of the right people when they’re looking to convert or when they need to discover you exist!

And guess what will help you achieve that? Yep, display ads. So lets up your game and hit those objectives.

Get ready to display your knowledge, because Wednesdays are about to get GIANT.

 

Hello, my name is Max and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Display advertising is a super powerful way of getting your voice heard online.

It lets you create a whole host of different ads, and place them on websites relevant to what you’re offering 

In fact, there are over three million websites, over 650,000 apps, and placements on Google properties such as Gmail and YouTube for your adverts to appear on.

SO much potential!

And of course, if it’s done right, you may just see a massive increase in relevant traffic to your website.

But how do you nail display advertising? How do you get the most out of them?

Here’s five pieces of advice…

 

Number 1: Make it eye-catching

I want you to think about all the adverts you see online EVERY SINGLE DAY.

Yep. There’s a lot. But how many can you actually remember?

How many made you stop mid-scroll and take action?

If you want your display ads to stand out, you have to make it eye-catching.

Design them to have a clear focal point and think about how they’ll look in various areas of a page.

Make them so awesome that even someone mid-mindless scroll would stop and look.

A lot of the common ad sizes are pretty small, so too much information in one little space can quickly become confusing.

You want to keep the messages, imagery and call-to-actions (CTAs) simple and focused on the core goal.

White space is your friend here.

Number 2:  Use high-quality images

A photo is worth a 1000 words, blah blah blah.

But hey, it’s true and applies to display ads.

Images help users understand your business, products and brand. And if your brand is strong enough, they’ll be able to spot you a mile off. 

Good imagery is a critical factor in ads that perform well.

So, for the best results, you’ll want to avoid imagery that is blurry, skewed, upside-down, unclear, has a border, is colour-inverted or excessively filtered.

Flip that and your imagery should be in focus, easy to see, not warped, have no borders and not include any kind of face tuning.

It’s not the same as your Instagram. Believe me.

 

Number 3: Make the most of smart bidding

Smart bidding uses machine learning to optimise for your goals.

To do this, Google looks at historical search behaviour, contextual data & millions of signals to predict how likely it is that an action will occur. 

Using this information, it will then increase your bids when that action seems more likely. 

Sounds good, right?

We’ll explain smart bidding in another episode, so make sure you subscribe to be notified when that’s released!

 

Number 4: Manage your placements

Managing your placements is a great shout if you want to be more targeted with where your ads appear.

Within the display network, you can add sites as managed placements if you know that’s where a lot of your customers spend their time. Such as a certain news outlet.

You can also look at what sites and apps your ads are appearing on currently, and vet them for relevance.

You can also do this to check the sites are true to the culture of your business and what you represent as a company.

After all, brand is important!

Just as you can set target placements, you can also exclude placements where you don’t want your ads to show, so it’s worth looking at where you’re currently appearing.

 

And now, Number 5: Review performance

If you want to know if something is working, then you have to check the performance.

As a wise man once said, “If you don’t measure it, you can’t manage it.”

Google recommends that you swap in new assets and pause low performing assets every two weeks. Ensuring you don’t waste time and effort on ads that aren’t achieving your goals.

This allows you to spot opportunities to optimise your campaigns and make improvements.

Just make sure you don’t change or remove all of your assets at once because this may cause a significant drop in performance, and no one wants that.

 

And they were our five top things to consider when it comes to using display advertising like a pro!

With the potential to get in front of such a massive scope of people, and relevant people at that, display advertising is an amazing opportunity for businesses who want to see results fast.

There’s a never-ending scope of things to learn about paid advertising, and we’re here to show you how.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

6 Tips For Editing Video To Make Better Content 🎥

6 Tips For Editing Video To Make Better Content 🎥

6 Tips For Editing Video To Make Better Content 🎥

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Filming a video is sometimes so easy, you could do it with your eyes closed.

But obviously that’s not the end of the video-making process. Oh I wish it was.

Yep, you’re soon left with an hour worth of footage that needs cutting down to a five-minute masterpiece… and you’re on a deadline.

It’s time to share some editing superpowers, so get your timelines ready, because Wednesdays are about to get GIANT.

 

Hi! my name is Alex and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Let’s start with an obvious one – video should play a key part in your marketing strategy.

If it’s missing from your business, chances are that you’re missing a trick, with video marketers growing revenue 49% faster than non-video users.

As video is everywhere online, consumers are becoming more and more aware of the difference between video that has been produced well, and… not so well

And this means that poor quality video for your brand could end up costing you business. Can we get one of those dun Dun DUUN sounds? ah, perfect.

But whether you’re an expert videographer, or you’re just starting out, here’s some advice for blowing people’s minds with AWESOME editing skills.

 

Number 1 – Choose the right editing software

They say a good craftsman never blames his tools, but having the right software is crucial for video editing.

There are a variety of free and paid-for options available and all of them have their different pros and cons.

The program I use for editing is Adobe Premiere Pro. But that might not be your cup of tea, so take the time to have a play.

You also need to bear in mind that video editing software puts a huge strain on most computers, so don’t think that Dell you’ve been sitting behind the past 3 years is going to produce the next Hollywood blockbuster.

Consider buying some hardware that can handle the work.

 

Number 2 – Shoot to Edit

You want to start off on the right foot, so don’t make a rod for your own back by thinking you can create stunning video with sub-par footage.

Of course, sometimes you’ll be given footage from someone else to edit together, but trust me, you’ll feel much more confident editing video if you’re the one behind the camera.

Shooting to edit means you’ll also be aware of any curveballs that often pop up in the filming process, and that will drastically speed up your workflow.

 

Number 3 – Learn your shortcuts

Earlier I mentioned about choosing the right software, and if you’ve found one that works for you, that’s great!

Now it’s important that you learn all the little hacks and shortcuts that are going to make your life a lot easier.

After all, we are on a deadline, remember?

For example, on Premiere, when you’re trying to pick which part of the footage to put into your timeline, you can use ‘L’ to speed up, and ‘J’ to slow down.

You can then press ‘I’ to set the ‘in’ point of your footage, and ‘O’ to set the ‘out point’

And that’s just the basics. Getting to know simple tricks like this will drastically speed up the editing process.

 

Number 4 – Keep it simple

If you’re just starting out, don’t worry about producing some top end video loaded with special effects.

Instead, it’s better to focus on creating a clean and professional looking video, with information that is clear and easy to understand.

As you continue to learn and feel more comfortable with editing video, you can begin to experiment with various effects, angle changes, text overlays, titles, animations, transitions, zooms…  all of that other stuff.

But baby steps, focus on nailing the foundations first. 

 

Number 5 – Fine tune your audio

This is one that we see far too often.

Have you ever been jumping from one YouTube video to the next, and the sound doesn’t match for some videos? 

Some videos are super quiet, so you turn the volume right up, and then the next video is super loud and explodes your eardrums?

Well that’s because those people didn’t correctly balance their audio, which is so important.

In fact, several articles have shown that viewers will abandon your video if voices aren’t clear, if the volume is too loud, or too quiet, if there’s distortion, buzz, or other noise that makes the audio difficult to follow.

The issue is that people take good audio for granted. When it’s good, they won’t even notice. But when you mess it up… prepare for bad feedback.

You can tackle this by investing in some quality microphones. 

The microphone we use for Giant Wednesday is a Sennheiser ew-100 G3 lavalier mic, but do some research on the best fit for your audio needs. Drop us a comment if you want any more information about our filming setup. 

 

And Number 6 – Don’t stop learning

If you want to continue to evolve the quality of your video to delight your audience, then make sure you’re always learning new editing tips and tricks.

YouTube has an abundance of videos that can teach you pretty much anything you need to know, so if you’re wondering how to… add subtitles, make better transitions, or balance your audio, the perfect lesson for you is only a search away.

 

And those were my six editing tips.

I hope you’ve learnt something new, and I wish you well on your video editing journey.

If you’re just starting up and making video for your business, send us a link in the comments below and we’ll check it out!

If you’re an experienced video editor, is there a crucial tip you think I’ve missed, or something that you’ve discovered recently? Make sure you let us know.

So that’s it for today, go forth and comment your views, give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

How To Get Your Content Seen Online & On Social Media 🖥

How To Get Your Content Seen Online & On Social Media 🖥

How To Get Your Content Seen Online & On Social Media 🖥

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If you spend time labouring over something, you want people to see it, right?

Creating great online content can be time-consuming, no matter how much of a content wizard you are. So it better be seen by the people you intended to see it!

Today we’re going to look at how you can make sure your good stuff is seen and not left in the corner of the internet to rot.

Get ready for the internet to enjoy your work, because Wednesdays are about to get GIANT.

 

Hello, my name is Adam and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

We’re here today to look into making sure your content is seen online and give the attention it deserves!

We’re going to look at the different ways to promote your content and increase visibility through owned, earned and paid channels.

It’s hardly a secret that there’s A LOT of people out there on the world wide web, so making sure to stand out and be seen is imperative to your success.

So, your content promotion strategy.

First things first, well… after you’ve made that killer piece of content, is understanding where your audience spends their time online.

Are they more Pinterest than Instagram? Are they more into consuming their content through blog formats or videos? Do some research.

You can find this kind of information out by looking into demographics for your channels, looking at analytics and asking people. Yep, it’s that easy. 

And you might find it’s a mix of many different types of content and a variety of platforms – that’s where you’ve got to get strategic.

Now let’s break down the three-channel types; owned, earned and paid.

 

So first, let’s look at ‘Owned’

This refers to the marketing channels that you manage. For example, your website, your blog and your social media channels.

Owned channels are the best place to start when promoting content because they’re easy for you to manage and low cost.

 

Now let’s check out ‘Earned’

This refers to anything that is picked up by a third party. For example, another blogger, another company or an influencer.

Earned channels are great to boost the reach of your content, meaning you’re not relying on just your own. They also add a sense of credibility to your work.

 

And finally, let’s consider ‘Paid’

This refers to promotion you pay for… clues in the name really.

For example, advertising on social media, paying to be promoted by an external party and boosting your posts.

Paid channels are great for targeting campaigns to a specific audience based on goals and budgets, reaching more audiences and potentially growing new audiences.

 

So now you know you’ve got to work out where your audience is, how they want to consume content and the best ways to reach them through different channels.

That’s the why and the how, but now we need to ask when?

This is where having a content calendar comes in handy.

You all know what a calendar is, I’m sure. But having one for your content promotion means you can construct a detailed timeline to manage our activity.

You’ll want to outline what to publish and when, and you don’t want to do this willy nilly. You need to have some strategy behind it.

There’s little point posting on a Sunday if your audience isn’t up for consuming your theme of content on that day, or at 2am in the morning unless you’re targeting insomniacs or night workers.

Use the tools available on social media platforms, as well as the research methods I mentioned earlier, to see when your audience are online.

Factors these times into your content calendar and look into things like interests. Things like public holidays and funny trending days can be a great time to distribute content.

Websites like daysoftheyear.com have a pretty giant list of these kinds of dates.

Own a pet grooming business? Well go through your content calendar and mark out the days like “National Cat Day” or “Walk Your Dog Day”.

Distribute your content on the days relevant to your sector and see a greater reach. But don’t forget to ride on these trends using things like hashtags, or by entering conversations online.

And don’t forget the owned, earned and paid channels for maximum content boosting.

There you go. You’ve made some killer content and now you know how to distribute it and promote it online through a variety of different channels to achieve maximum reach and hit those objectives! 

Work on that content calendar and let us know if you’ve got any questions. Post a piece of content you’re most proud of in the comments so we can check it out.

 

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

Low Monthly Search Volume Keyword Targeting: It’s Worth It! 👍

Low Monthly Search Volume Keyword Targeting: It’s Worth It! 👍

Low Monthly Search Volume Keyword Targeting: It’s Worth It! 👍

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Hands up, who hates doing something only to find out it’s a COMPLETE waste of time? 

Well, when it comes to SEO, the thought of spending your time working away on something with a really low monthly search volume can seem like a waste.

But guess what? It’s not. Let me tell you why.

Get ready to target the unpopular, because Wednesdays are about to get GIANT.

 

Hi, my name is Juliette and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

So, low monthly search volume keywords – not something you should be ignoring.

For most SEO experts, the ultimate gold mine is finding a high-volume, high-converting and low-competition keyword.

What better than an influx of organic traffic that’s actually interested in what you’re offering?

These kinda high volume keywords soon become a priority when SEOs conduct their keyword research and, because of this, low volume keywords are often overlooked.

No one wants to overlook the little guy – especially when they’re potentially able to bring you the most relevant traffic.

Low volume keywords give you an opportunity to target terms that are highly relevant and likely to be untouched by your competitors! Bonus. 

Now, with this kind of targeting you are not likely to see an influx of thousands of new users per month, although that does, of course, depend on your product.

But you’ll have a pretty great chance at ranking for a term which might even result in the small number of searchers converting.

Skipping these low volume keywords may mean you miss out on conversion-ready traffic, and gives your competitors the chance to snag the traffic you want. You don’t want to have regrets, do you?

But the value of targeting these keywords goes beyond beating your competitors and driving more traffic.

In fact, incorporating them into your SEO strategy has benefits like:

Niche interests – low volume keywords gives you the opportunity to build interest around a small or new niche – you might find a new customer base this way!

Being super-duper relevant – long-tail keywords are typically low volume, but extremely relevant. And of course, the more relevant, the more likely you are to get the conversions you dream of.

Earning back the dollars – everyone likes a good return on investment, right? Well, low volume keywords can drive conversions that, if you’re clever, can offset the cost of the content and work you’ve put into it.

Fingers in all the pies – targeting a few low-volume keywords gives you more potential Google real estate and, hopefully, more traffic potential.

Have I sold these little guys to you yet?

Before you started this video you were probably of the opinion that there are some keywords out there that are just not worth your time. And yeah, you’re still right. 

You can still waste your time targeting low-volume keywords if you don’t do your research and invest the right amount of time in the right places.

Most importantly then, is relevancy. 

Your keywords need to be super relevant to your audience’s interests. 

If you don’t do it, don’t try and trick people into your site by saying you do! That’s not cool man.

If you’re interested in learning how to optimise your website for search engines, to make sure you have a chance at ranking for these keywords, then check out our optimisation checklist.

And that’s me telling you not to skip these opportunities because they aren’t a waste of time or money when done properly.

Go after low hanging fruit, target as many relevant keyword variations you can and always monitor the ROI.

You might find some of these low volume keywords pay off in many ways.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

Split Testing: What It Is & How To Be Effective To Increase Conversions

Split Testing: What It Is & How To Be Effective To Increase Conversions

What Makes A Good Conversion Rate In Marketing?

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You’ve only got one chance to make a first impression… 

The powers of split testing mean you get to try both those chat up lines… or *ahem* call to action in your marketing.

Now make like a banana and split, because Wednesdays are about to get GIANT.

 

Hello, my name is Sai and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

We’re here today to look into what split testing is, what it allows you to do and the things you can achieve with some clever tactics.

Split testing, by definition, is a method of conducting controlled, randomised experiments which in the wonderful world of the internet allows us to better understand our audience’s behaviours.

It’s all about comparing two different versions of something and determining which one works better – using that information to make sure you make the relevant tweaks and changes necessary to move closer towards your goals.

So, if you’ve ever wondered whether your call-to-action wording is quite right, or whether an image of a kitten or a baby in your ad is more likely to get clicks… then wonder no more.

If you find your audience is more likely to complete an action when you use a certain colour text, or a certain tone of voice, or maybe like I said… they prefer kittens to babies, then you can use the knowledge gained from the split testing to inform your future marketing.

Running these split tests helps take the guesswork out of marketing – allowing you to make decisions based on hard facts.

Most digital advertising platforms make setting up split testing easy as pie but if you need advice on a specific platform then leave us a comment below and we’ll lend a helping hand. 

But let me share with you some split testing top tips… try saying that five times faster.

 

Number 1: One is a magic number

To make your life easier and to really split test your content then you should only really change one thing between your original and amended variation.

This will help you to pinpoint exactly what resulted in increased performance.

If you just try different fonts, then you’ll get a feel for which one resonates with your audience best. But if you change the fonts, the call to action, the colour and the picture then you can never be truly sure which was the winner in the situation…

This won’t always be possible, I get that, but make sure you try to keep track of what you’ve changed and where so it isn’t a wasted effort!

 

Number 2: Focus on the call to action

So now you’re wondering… what one thing should I change to REALLY test my awesome marketing capabilities?

Well your call to action is the best place to start. And by George I hope you’re using them in your marketing…

The way these are worded can have a huge impact on whether or not your audience will resonate and take action. Some might like a more forceful approach, some might like it subtle but you won’t know until you try.

These are the things that have a big impact on conversions – hence a great place to start your split testing journey.

 

Number 3: Trust your own data

A big mistake we often see is those basing their activities on things they’ve seen working for others around them. This is a big no no. 

Just because someone else found that red buttons worked better than blue doesn’t mean the same will apply for you.

You could have different products, different audiences, different locations… no two businesses are the same despite how it might look at times.

Use your own data found through analytics software and past experiences to determine your activity.

 

Number 4: Go big or go home

Google one famously tested 41 different shades of blue to determine which performed the best… damn.

However, unlike those guys, most people don’t have the time and resources to commit to such intense testing on such… small matters.

Instead of whacking out those paint samples, try to focus on testing variations that are likely to make the most GIANT impact on your conversion rate.

 

And finally, number 5: test, test and test again

Something important to remember is that when it comes to split testing, not every variation you try is going to work.

In fact, the amends you make to test things out might make things worse! It’s a gamble – but it’s worth it.

If things go wrong then it’s back to the drawing board with you, time to try something else.

There is always something to test – just because you do see success with your first variation doesn’t it’s the best it could be.

So as long as you strive to be the best, just like me, then you should be in for split testing splendour.

 

And that’s my advice for smashing your split tests. Focus on one thing at a time, get creative with your call to actions, trust in yourselves, go big or go home and most importantly, keep up that testing.

You can’t go wrong with split testing, because there’s always an opportunity to get it right.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

What Makes A Good Conversion Rate In Marketing?

What Makes A Good Conversion Rate In Marketing?

What Makes A Good Conversion Rate In Marketing?

Home > Giant Wednesday

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When it comes to conversion rate, what is the magic number? 

No, I’m not talking about how many euros you can get for your pound, I’m talking marketing. Duh.

What’s the rate you should be aiming to achieve in order to make your boss, the client and yourself happy? What will make you feel proud?

Well, hold on to your metrics, because Wednesdays are about to get GIANT.

 

Hello, my name is Ant and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Ok so we’re here to talk about conversion rate so let’s quickly cover off what it is.

Well, to start with is something I like to call a “most wanted response”.

It’s often misunderstood that conversion rate has to be based on a sale you’re making or action you’re driving. But that’s not true!

Ultimately, it’s likely that whatever you’re tracking will be about delivering some sort of business value and this isn’t always e-commerce based.

That’s why we talk about the MWR or the “most wanted response”.

This is the action you feel is most valuable to you and your needs, but most importantly, what you want users to do when they get to your site.

This could be downloading a whitepaper, filling in a form, calling through to make an enquiry and of course, it can be something e-commerce related such as making a sale.

The most important thing when setting a conversion is to ensure that whatever you choose has business value and is worth measuring. Something that is agreed across all stakeholders that you’ll be reporting to.

If you don’t agree that it’s a valuable metric to report on then what’s the point?

Make sure what you track is something everyone values from so not to waste an opportunity.

Once you’ve figured out your most wanted response, it’s time to set up a conversion point, a goal or an event in Google Analytics and start tracking.

This is the bit we all love, and once you start tracking you can gain a better understanding of what is working and what could be done better. That’s the point, right?

But anyway, you’ve stuck with me, so now to actually delve into what a good conversion rate is.

And, I’m sorry to have strung you along… but the answer is there is no such thing as a good conversion rate.

Now don’t up and leave, understanding why is very important

Conversion rate is not static. It’s not fixed and it should always be progressing and developing.

I mean sure, a conversion rate of 100% would be beautiful – but we’ve got to be realistic and if you’re measuring a metric at that value then it’s probably not the right one…

Now it’s not to say there isn’t a required baseline which may be understood as ‘good’ if you achieve it, but that will be absolutely unique to your business and your commercial model.

An example to illustrate my point…

You own a website that sells red shoes and are spending £100 a day on pay per click advertising to drive roughly 200 people to your site.

Every time you sell a pair of shoes there is a margin of about £10.

To get that margin you’re spending £100 to send those 200 visitors to your site. So you need to make at least £100 to break even.

That’s the equivalent of ten sales, so if you know that you need to achieve ten sales from 200 visitors then the required conversion rate is 10/200 as a percentage so that’s… 5%!

In this instance, you could very well say that is a “good” conversion rate target to start with. But the reality is that you should never settle because all you’ve done is set a benchmark.

When we do talk about “good” conversion rates, we talk about the trend. Is the conversion rate developing and progressing through optimisation? Is it up year on year?

On top of this, you’ve got to be respectful of the things that will impact your conversion rate, positively and negatively.

For example, competitors entering the market, your prices changing and adding delivery charges, could all have a negative impact on your rate so you’ll need to continually adjust your benchmark. 

 

So, in true marketing style, you’ve got to optimise. Here are three tips for you.

Number 1: Keep it simple.

Users don’t like to work hard – make the process to complete your most wanted response as easy and as quickly as possible.

Number 2: User experience.

We all like to have good experiences online whether that be through site speed or design, so keep these in mind to help people convert and encourage return visitors.

Number 3: Test and test again.

Any form of optimisation and usability testing should not be a one-off thing. Change something, track the change and review the results. Make a decision on success and keep testing.

 

So yeah, sorry but there is no such thing as a good conversion rate. There’s just a drive to constantly strive to be better and better and better. 

That’s it for today, go forth and comment your views on this and give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.