Monster Mash
Push News | 2016
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Greetings Lovely People Greetings Lovely People and welcome to our quarterly Push update. There has been a lot happening at Push and Google since our last edition with some of the massive changes to Adwords we talked about going live. In this update we will cover latest news within Push, Google, Facebook, and bring you new tips and tricks from staff. Due to the time of year we will have a couple of articles on the importance of ecommerce in this period and how mobile is key to online B2B success. We hope you enjoy this issue, please send any comments to info@pushgroup.co.uk
Push Are a Google Premier Partner
Expanded Text Ads As a Premier Partner we had access to the latest Google BETAs and one in particular has had a big effect over the past few months - Expanded Text Ads.
Google have increased the size of text ad space by 50%! This is one of the biggest fundamental changes to adwords in over 15 years. Many of our accounts obtained BETA access which gave us some valuable insights and allowed us to develop methods of creating Ads quickly. As a result we managed to roll out 120,000 ads across hundreds of accounts over a 2 week period.
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Example of Expanded Text Ad
Here’s What We’ve Found The Good
The Bad
Expanded text ads run at a much
Despite a drop in CPC’s the
higher CTR (percentage of people
conversion rate has actually
clicking on adverts) jumping from
dropped significantly by 18%.
1.27% to 1.98%. This is a massive 50% improvement!
As a result the CPA on average has risen by £4.24 or equivalent to 19.5%
As the click through rate improves
despite CPC’s dropping.
so must the quality score and the Average CPCs have fallen 2p on
So, should we just continue using
average across the board. Whilst only
standard ads to avoid the risk of any
1-2% drop this can be significant for
decline in results?
accounts with high levels of traffic.
The answer to that is NO.
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After Jan 31st you won't be able to amend
we have ads with several months of history
any text adverts. Shortly after this there
and real progress through running split tests
will be a period of discontinuation where
on the new format.Don’t forget we will be
they will be removed and we will have to
fine tuning these ads and testing different
shift to the new format. As such, we can’t
messaging with the new size allowances so
just ignore the change.
these figures will improve.
However we can start migration slowly.
It’s also likely because these ads are so big
We will not just flick the switch and move
they are generating ‘interest clicks’ for
everything over. We are running expanded
curious searches too which will slow down.
ads alongside our top performing text ads
As they become the norm we will be in a
on an even rotation. This will allow them to
much better position to pre qualify clickers.
generate history and a good quality score
Let’s not forget we will have 50% more
through higher CTRs whilst running our
content space so with the additional, more
top performing ads. This reduces risk and
specific messaging we will be able to stop
ensures when we do have to switch over
someone whom is likely not interested in your product/service and encourage and give more info to those that are
Push have been nominated for
Google’s Highest Customer Satisfaction Award 2016 Google have just introduced a Premier Partner Awards scheme to recognise and reward innovation and outstanding performance in digital advertising. Push have been nominated for the
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Highest Customer Satisfaction award. We are the only UK business to have
We are extremely proud to be
been nominated for this prize.We will
nominated for this important award It
be competing with other Advertising
gives us recognition for the focus we have
Agencies across Europe and the
on driving results for our partners and the
Middle East and the winners will be
close relationship we aim to have with
announced at the end of the year.
each customer.
2016
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New Ways to Grow Your Business - Gmail Advertising Gmail Ads are one of the more intriguing
One of the best performing strategies is
opportunities Google has given advertisers.
to bid on your competitors’ domains by
Gmail ads give you the ability to reach
uploading them into the keywords
customers where they spend a good % of
section. This means that your ads will
their working life, reading email. Gmail ads
appear to those who are receiving
target users based on the account activity of
emails from your competition.
their Gmail accounts and appear within the Promotions tab. Gmail is very successful for our customers that have adopted it due to the ability to:
Customer Match is another effective strategy to use. For Gmail ads, this works by uploading a customer’s e-mail addresses to a campaign in order to
Target 50%+ of email users as over half
make your ad pop up in your customer’s
use the Gmail client.
Gmail inbox.
The Gmail ad is focused on an audience,
Ads are native format and we see open
not the current email being read so we
rates of 6.6% on average.
can optimize for a specific target audience.
AD
Gmail Ads can act as a “competitor targeting lite” option if you’d like to steer clear of an all-out bidding war but still want to target some of your competitors’ customers.
To speak to our team about Gmail Advertising please call 0203 005 9877
Meet The Team Introducing: Neeraj
Neeraj’s Topic: How To Generate Monster Online Sales This Holiday Season Position: Head of Ecommerce Likes: Cars and Turtles Dislikes: Being Late for Anything Also known as the Google Shopping King, Neeraj Maisuria is our results focused Head of Ecommerce. Passionate about online shopping he joined Push straight from Amazon.
How To Generate
Monster Online Sales This Holiday Season We are now approaching the 4 key
If action is not taken now you could be
periods that drive retail sales.
putting yourself at a disadvantage
Christmas Launch, Black Friday,
against competitors who have already
Pre-Christmas Research and Winter Sales.
prepared and increased budgets and
In 2015 we saw that holiday traffic
have enticing campaigns.
increased 60% year on year and around 32% of christmas gifts were purchased online. We also saw mobile clicks on shopping increasing 140%. If you have a store then an increase in Ad exposure in your local area could help drive more business via footfall. 40% of shoppers say they started Christmas shopping before Halloween and 48% actually complete the majority of this shopping by Black Friday.
Black Friday Is Huge in the UK and Getting Bigger There is a misconception that Black Friday is only big in the US. It is huge here too and getting bigger. There is a 22% increase in search volume terms for Black Friday and a 35% increase in sales on Black Friday. And it’s not just black Friday, it’s the whole weekend! There has been a 24% increase in sales on Cyber Monday as well. What we tend to see during Black Friday is potential customers searching for the manufacturer/ category/product name, more than using general phrases. This is a good sign because the user is more qualified or in other words actually at the stage where they know what they want and are looking to buy.
How To Generate Monster Online Sales In Q4 How Are Push Preparing We started to prepare for Q4 just after last Q3 ended. We have a large number of new
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scripts and processes. These will help us to –
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change ads across the board, control spend, maximise on the rapid increase in traffic, help with optimisation so we can remove wastage quicker and help us maintain
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position on search and control bids against ROAS/CPA on shopping because they are likely to fluctuate more in this period. All customers should be finalising special offers for this period and communicating what the start/end date will be so we are fully prepared. We can then utilise tools such as Shopping Promotions, Banners and Exit Overlay to communicate offers.
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Prepare in advance for Q4!
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Key Points For Success In This Period
Shopping feeds should have minimum errors (if any). We have noticed Google
Update all ad copies to reflect offers
becoming more strict with data quality
in this period
of feeds. If you are aware of any errors in your shopping feed please resolve these
Re-consider budgets over the holidays -
as soon as possible because any red
Our general recommendation based on
errors will stop us from advertising the
the increase in traffic and intent we saw
related item.
last year is that budgets should be – 2x higher in October, 3x higher in November and then 5x higher in December in comparison to your normal monthly spends. Then it should drop to 2x higher in January.
Prepare in advance - Q4 is the biggest holiday season of the year so we need to be well prepared to take advantage of the increase in traffic.
The Perfect Candidate We are expanding at Push quite rapidly and recently took over a larger office space to ensure our staff had room to breathe. We also took this opportunity to Googlify the office and as you can see in the pictures a table tennis table has crept in which has led to some competitive lunchtime battles. We now have a quieter meeting area for customers as well and would love to see you in Harefield, just brush up on your table tennis skills first. We are currently recruiting for a number of positions within Push including - PPC Account Managers, Onboarding staff and sales executives.
If you know of an ideal person that we should talk to please drop us a note at
careers@pushgroup.co.uk
B2B Buyers & The
10 Steps of Evolution for Adwords in a Mobile World Mobile traffic accounts for around 50% of your
At a recent Push / Google event, one of our
overall website traffic and as the mobile trend
owners Ricky, spent an hour covering the 10
continues to grow, that percentage is only
steps of evolution for Adwords in a mobile
expected to rise. Push staff attended a recent
world. While we can’t cover the whole
B2B event focused on mobile and some stats
content here we wanted to pick out some
we took our of this conference were:
key points. He also put together a blog on the topic and this can be viewed at
B2B buyer is young and influential, 45% are 18-34 70% of your audience is now a multi-device user 83% are researching outside of 9-5 63% are determining purchase purely from online content
PPC Advisor www.pushgroup.co.uk/mobileworld
7 Ad Slots instead of 11 - In March Google wiped out the right hand side Ads and this meant we lost 40% of ad’s and 4 of these were at the top.
This younger audience that has grown up using
This was designed for mobile due to
mobile devices providers both a challenge and
the large migration and increase of
an opportunity to advertisers.
searches on such devices.
Device bidding makes a comeback - We
Texting Ad Extensions - The UK is one of
used to be able to do this and we are so
the world’s largest texting countries.
glad Google have brought it back. We
There is now an extension that makes it
can ensure we have wide coverage and
easy for people to see your advert and
bid depending on how each device
contact you by text. Enabling this
performs.
extension makes it even easier for customers to communicate with you.
Accelerated mobile pages - AMP is an open source initiative by Google to
At Push, we have a one-page website
deliver better performance for mobile
system that condenses all the
web. Google collaborates with multiple
information you’d find on a traditional
publishers who creates mobile optimized
website, complete with links that make
content to deliver it quickly to end users.
it appear to be a full website, into a single page that’s easy for everyone to
In Store Extensions added - In store
view across all mobile devices.
extensions have now been added to shopping adverts, making it easier to
If you are concerned your website is not
either buy or click and reserve straight
mobile friendly you can get help and
from your mobile device in a few simple
advice by contacting your account
clicks.
manager.
When implementing your 2017 plans
Consider These 5 Online Video Trends When it comes to online video, one word
More Focus On Youtube - Half of 18-34
summarises the trends in consumer behavior,
year old Youtube subscribers would
"more." The insights below show consumers
drop what they are doing to watch a
are spending more time on more devices with
new video by their favourite creator
more focus and passion for online video than ever. Does online video deserve more of a role
Passion Among Young Viewers - If you
in your 2017 media plan as a result?
have products that target a younger audience then Youtube is perfect. 4 in
More Online Video During Prime Time -
10 millennials say they only trust
On mobile alone, Youtube reaches more
Youtube for videos on cause they care
18+ year olds during prime time TV than
about.
any cable TV network More Opportunities To Reach Your Watching On More Devices At Once -
Audience - Viewers have added
85% of adults (18-49) use multiple
Youtube to their prime time audience
devices at the same time. Two thirds of
and you can reach more of them by
Youtube users watch Youtube on a
doing the same.
second screen while watching TV at home
Get 5 seconds FREE exposure!
www.pushgroup.co.uk
Try the Youtube director App available on
also apply for a camera crew to come to
smart phones to help build your story board
your workplace and film a video for you.
an stitch the clips together. You can have a
It's completely free on the basis you spend
video ready in under an hour and get 5
a set budget on Youtube advertising with
seconds of free exposure on Youtube.
the video. Youtube and Video will be huge
If you live in London or Manchester you can
in 2017 so don't wait around.
Jumping Your Business We have held a series of seminars this year
We have found that there is a series of steps
with our business coach Shirlaws, each one
that every business needs to go through to
focused on growth and what they have
be successful and break through the next
labelled as the jump strategy. The JUMP
barrier (whatever that is for their stage and
strategy is built on understanding the
size). Break through it, and the money, time
predictable cycles of growth and decline
and personal reward flows. It’s about
businesses experience as they develop.
unblocking barriers to growth to ensure your business rewards you in time and
Shirlaws focus on how to confidently
money.
accelerate your business growth, at the same time building significant extra value
More than 3,500 entrepreneurs have
in your business asset. They also aim to
already used Shirlaws Stages to understand
educate on the unpleasant secrets of
where they are today, and identify what
‘business black holes’ and how best to
they need to do to achieve their vision.
avoid them.
www.shirlawscoaching.co.uk/stages/
Find out where you are in the lifecycle - and what to do next at www.shirlawscoaching.co.uk/stages/ We will be hosting a fresh set of seminars with Shirlaws in 2017.
What’s New on Facebook for Advertisers? Facebook Messenger Ads
What It Looks Like For Customers
Facebook Messenger is becoming more
When a person clicks on your ad in their
and more popular with people as well as
Newsfeed – a conversation with your
with businesses. Between people and
business will open up, in the Messenger
pages, there are over 1 billion messages
app (if on mobile) or the web messenger
sent via Facebook Messenger every
(if on desktop). People can return to this
month.
message any time through the web or the app.
Running News Feed ads with messenger as the destination allow businesses to take advantage of their saved Custom Audiences, inviting specific customer groups to interact with them through messaging. This is a simple, effective and measurable way to promote your business’ presence on Messenger.
Messenger Ads On the first image, you will see a regular Facebook Newsfeed ad. However, once a customer clicks on the ad they are are taken into a messenger conversation, between the customer and your company page. The customer is shown a pre-determined message and can then continue the conversation or just simply perform the action the ad asks them. The Messenger ad is curently only avaliable on Mobile and Desktop Newsfeed placements, as single image ads. With 10 call-to-actions available. We are excited so see how the messenger ad compares to the other type of ads and look forward to see how Messenger ads evolve.
Always Ahead One of our 3 core values is to stay ahead of advances in marketing technology. We call this ‘Always Ahead’. As well as endlessly trawling websites and blog posts relating to the very latest updates and techniques we do occasionally have to get on a plane. This year alone has seen the Push team rapidly ramp up those AirMiles. We’ve been to India, Spain, Germany, Denmark and of course the USA. Here’s a few snaps from our travels to Boston for ‘Search Love’ (It’s about loving Search of course :) ) and Steve’s trip to Google’s head offices in Mountain View, California.
searchlove CONFERENCE
Great Game Steve and Ricky (The first Pushlings!) arrived on Sunday evening in Boston and watched the Red Sox beat the New York Yankees.
Lucky Guy
reakfast of B e th h it w Ricky t our Airbnb a s n io p m a Ch
Google Head Office Mountain View CA
Oh the glamour! As if staying in an Airbnb wasn’t enough, Ricky’s economising saw us fly back via Reykjavik with WOW Air. We ended up with a 6 hour delay and were the last to leave the airport.
2017 Adwords Planning Those of you who have been with Push for
YOY mobile and demographic reviews
a number of years will know that as things
We can now have campaigns purely
quieten down around Christmas & New
targeting individual devices (just like
Year we see massive benefits in focusing
years ago!). Whilst in most cases this isn't
on big picture analysis to help with future
a good idea due to cross device
account performance.
conversions, we can adjust bids per platform and age/sex for over 60%
This year we are going to be running the following: Cross account manager and onboarding Audits Every account will be audited by 2 different account managers to get a new pair of eyes on it. This will be a detailed analysis using the Push Analyser™ as well as manual reviews.
of search traffic
Other Considerations And Planning For 2017 Full switch over to Expanded Ads -
Google are completely changing the
At the end of January we will no longer
interface for the first time in 15 years! -
be able to edit or create the old ad format.
Whilst we don't know the exact date of
We are in a good position already, however
the rollout it will start happening steadily
Dec-Jan will be a good time to fully adopt
through 2017 and we hold extensive
the new Ads and manage that transition.
internal training sessions on this change.
Have a Great
Christmas
we look forward to working together in 2017 and making the year a monster success.