Monster Mash VOL3

Monster Mash

Push News | 2017

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VOL

3

Greetings Lovely People There has been a lot happening at Push and Google since our last edition. Push were recently announced as Google’s winner of the Highest Customer Satisfaction Award in EMEA beating hundreds of other agencies.

In this update we will cover the latest news within Push, Google, Facebook and bring you new tips and tricks from our sta.

Push has just turned 10 years old and we are extremely grateful for all the support our customers have given us over this decade in which there have been massive changes in the digital landscape.

We hope you enjoy the issue, please send any comments to info@pushgroup.co.uk

How Smart Display Can Boost Your Sales We are sure you’ve all been hearing the

Google’s data on people’s intent and

ever increasing talk that AI or machine

personal profile is getting better by the

learning is ‘taking over jobs all over the

day to the point they now know you are

world’ in the press. Whilst there is an

actively ‘In Market’ to buy/enquire about

element of truth in that (Google IBM

a particular product or service. The SMART

Watson and see how it’s caused a huge

Display BETA takes this a step further

amount of redundancies!) it’s still in its

using a huge amount of other signals to

infancy. Law in particular in the US is being

drive conversions at the target cost.

completely turned on its head with AI cutting out hundreds of thousands of hours of manual contract checking and doing it far more accurately than humans.

Scary stuff. Well the same is happening to marketing. However we actually see this as a good thing! Programmatic is often the ‘techy’ term used and essentially describes a machine learning approach to display marketing.

Despite the common known generalisation, display marketing is not all about ‘awareness’.

It’s actually a fantastic acquisition tool too. However it is far more challenging than search.

It’s not as simple as ‘put in keywords for what you sell/offer’ and some will convert. You have to push out to someone that may be interested or looking for something. As a result the scale is huge but the learning curve is too. SMART display helps significantly speed this up!

Standard display campaigns generally start by choosing one of the below targeting types: Topics - websites with a common theme to place ads on - e.g. travel sites.

Interests - to people based on what they commonly look at e.g. gamers.

Placements - specific sites you choose to show on.

Keywords - allows Google to find websites with content based on the keywords you type.

You then have to try and mix and match all

If all of this is ever changing how do you

of these with dierent ad formats, images

keep on top of it? Well Push do through a

and messaging in attempt to find where the

lot of experience and use of our scripts but

best, most relevant people are coming

by machine learning every single time an

from.

ad is shown we can obviously do it much much faster.

Not only that, there are millions of websites and everytime you change your bid the list

This is where smart display comes in. The

you appear on will change. It will also

machine learning will use all our historic

change which ad slot for each site you

data and review it all day, every day, to

appear on. This list is also ever changing.

ensure we hit our target CPAs. It’s

We also have to look at - Exclusions, Time of

incredibly powerful and will show the right

day, Device type, Location, Demographics

message, to the right person, at the right

and much much more.

time, at the right cost.

Example 1 We’ve already had some very good success with it so far. A legal customer of ours has seen their CPA more than half since using it.

They’ve gone from 95% search leads to a much more balanced split which has saved £10K a month

Example 2 Another customer who is a lead generation business in the modelling industry has struggled to get their target CPA at a fixed level and constantly hit by big fluctuations in CPAs which ruin their margin. Through SMART display this has now brought a level of stability and is now the core lead driving campaign in the account generating leads at under £5.

So what do you need to get started:

This is the future. Machine learning tools will begin appearing everywhere in the

We’d recommend a monthly test budget

next 3-5 years. In fact Google have now

of £500-£1000 to begin with. A ‘soft

changed their focus. Over the past few

conversion’ to get good numbers and

years it was a ‘Mobile First’ approach.

‘feed the machine’ to learn faster we

Now it’s ‘AI First’.

need volume. A purchase is unlikely to work from the start but having a shortened form, guide download or noncommittal conversion type will really help the tool get to work. We need a Minimum of 50 conversions a month in Adwords.

I’ll be back.. In 3-5 years.

The New Adwords Experience - 6 Key Points Introduction to the New Adwords Experience It has been 8 years since Google redesigned the Adwords experience. In this time we have seen dramatic changes in marketing such as multiple devices and touchpoints.

The new Adwords experience is designed to be a fast, modern & visual interface that is easier to use more and more focused on your business. 6 key points to consider are: 1. New User Interface

The graphs on the main summary are helpful to quickly see what devices, time/day, location are working well Search & Display are now clearly defined and have their own sections that are filtered. Ads & Ad Extensions combined into one view. We would look to drive uptake in use of ad extensions and a preview of how the ad extensions look alongside the main ad copy will decrease errors, and duplication across the main copy and ad extensions.

In our last blog on the topic we gave an

We like that the opportunities tab is far

overview of what we put our thumbs up for in

more prominent and easier to get to.

the new interface as well as areas we weren’t so

Opportunities are categorised at each

keen about. As a summary we thought the data

level from ad group to campaign, which is

is laid out a lot better with nicer graphs. Less

very handy when developing new ideas to

clutter makes it easier to digest the information.

enhance an ad group or campaign.

Users who are newer to AdWords may like the sleek look, however, the new interface will need a lot of time, eort and training in order to maximise the results from your online advertising campaigns.

The New Adwords Experience - 6 Key Points 2. Location Extensions for YouTube

4. Landing Page Initiatives

Seems such a simple addition but could

Google Optimize will now integrate with

really boost sales. Imagine a prospective

AdWords, giving advertisers more options to

customer watches your video, notices the

test landing pages and ensure they are fully

new location extensions and realises your

optimised to maximise conversion. Google say

business is near their place of work, then

that - “With the Optimize and AdWords

whilst they pop out for lunch they pop in

integration, you can quickly and easily create

and purchase your products.

new versions of your landing pages and then apply them to any combination of AdWords

3. Accelerated Mobile Page Ads AMP landing pages are Google’s latest

campaigns, ad groups, and keywords – no coding or webmaster required.”

answer to improving page speed. Google has launched Display ads for AMP pages.

Such ads can load around 5 seconds faster than regular Display Ads, even though the ads look the same.

Load Time

00:00

5. In-Market Audiences Machine learning is a key topic at Google and the new interface focused on how AI can assist you to hit your KPIs. In-market audiences, which have been available on the Display Network for some time now, help advertisers find prospects who are nearing the end of the buying cycle. Through the combination of search query data and activity analysis, Google is now able to identify these subsets of your target demo on the search network.

6. Google Attribution The customer journey in today's world is very complex and swerves between online and oine methods as we try and attribute a conversion so we can track ROI. Google Attribution will allow you to view the true impact of your online marketing eorts for free.

Scream from The Rooftops!

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We always knew Push was full of amazing people. Now the world gets to know as well as we have won the Google award for Highest Customer Satisfaction in Europe, the Middle East and Africa (EMEA).

Google gave away just 8 awards on the night and there were hundreds of the largest Google agencies competing, across EMEA.

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About the Honour This award is recognition of the extensive support we give to our customers, how we understand their business and how we help them to grow online. We are focused on being ‘always ahead’ and give our customers access to the very best and latest in Google Beta tests. This allows us to quickly deploy new marketing tactics. We have shown over the years that rapid implementation of new marketing tactics helps our customers keep ahead of their competition.

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The award was based on: Feedback from an independent survey of our customers Our ability to enable customers to take advantage of new Adwords features Our success in developing long term Adwords strategies with our customers

Thanks very much for your support and help in winning this award

Meet The Team Introducing: Isuru

“On a personal note who would say no to Denmark Copenhagen, It has been the no 1 happiest nation for a long time.

Work, Live & Hygge”

Isuru’s Topic:

Why We Expanded Into Scandinavia

Position: Head of Push, Denmark Likes: Travelling Dislikes: Bad tea Heading our Scandinavian office in Copenhagen.

Isuru is one of our most senior managers with an excellent track record of Display and PPC management. Isuru is bursting with creative ideas for your business. Heading the Display team to new heights. Flying back and forth from London & Copenhagen, catch him where you can.

Why We Expanded Into Scandinavia Push are currently based in one of the

Norway, Denmark , Sweden, Iceland &

most creative locations in Copenhagen,

Finland are officially the world’s most

Kødbyen also known as the Meat Packing

wired countries, out-internetting the rest

District in SOHO. Copenhagen is the

of the world!

central hub to Western Europe.

We can meet customer’s in Hamburg or

Did you know Denmark has more

Stockholm in the same time it would take

registered mobile subscriptions than its

to drive to the other side of a busy

population. The advertisers in

gridlocked London.

Scandinavia are not utilising the great opportunities by connecting the product to the customer effectively.

Denmark has a large SMB market with great quarterly growth. High level of startups with injection of money from the government. This leads to more businesses in need of our expert skills to be successful.

Creating The Digital Leaders Of The Future How Are Push Preparing We have recently held several training days focused on graduates, to train them on the

Push Recuitment Funnel

benefits of a career in online advertising and

295 Sign ups

recruit the candidates that had the best fit to

152 Confirmations

Push. We wanted to share with you the

60 DTD attendees

process we followed as we believe this

33 April AD sign ups

talent pool is key as we keep expanding our business.

24 Sent CV’s 12 Candidates 6 Assesed

We created and followed a meticulous funnel. Being Premier Partners with Google, we booked a room at their HQ and even got a ‘Googler’ to talk about the different types of marketing opportunities with Google.

1 Job Offer 3 2nd Interviews 2 Internships Offers

We started with a simple yet

This was the first ever assessment

eective Facebook campaign,

day,so anyone that was an assessor

advertising the Digital Training at

had an intense training session.

Google.

The turnout was fairly low,

The day turned out to be a success!

compared to the number of sign ups

We gave one particular candidate

we had, however, we still managed

a job oer on the same day

to fill the room to capacity.

(Yes, she was that amazing!).

Three other candidates managed to

Following the Digital Training Day,

secure second interviews. Two

we asked all attendees to sign up to

candidates also got the opportunity

our Assessment Day and send in

to come on board via an internship.

their CVs if they would like to be considered.

Predicting The

General Election Through Search Trends We published a blog a couple of days before

Are the public warming to Jeremy Corbyn

the general election that focused on how

and interested in what he has to say?

search trends were predicting a strong labour

The Conservative party certainly look like

performance in the general election. When

they have noticed due to some of thei

the final result was known on Friday 9th June

advert responses.

our findings were backed up by the votes that were cast. We thought it would be interesting

Let’s take a look at the data Searches

to post the blog in this issue to give a

by Party

summary and our findings Could Google Search Trends Indicate a Strong Labour Performance in The General Election?

What are the public searching for?

Google is a main source of information for all voters but probably more so for younger ones. There is a lot of information to get your head around. In the last week we have seen changes in search behaviour with more Labour related searches.

Labour top the number of searches by party taking a staggering 50% of the share of searches related to a party but the SNP are the most popular in Scotland as you would expect with over 40% share and Labour down to 30%.

All Data Shown Below From 30th May – 5th June

Who is my MP? UK voters are voting for an MP of one of the seats in Parliament so knowing your local MP is of course important. When looking at this data you can see once again that more of the public are searching for their local Labour MP.

In the last 90 days this chart shows the interest in Labour growing strong with Labour in blue and Conservative in red.

Predicting The

General Election Through Search Trends Search interest in the “Join the...� in the last 7 days

Conservative Party Labour Party Liberal Democrats SNP Others

The All Important Manifesto Both parties have their election promises available online. Once again more people are looking for Labours than any other party. What is interesting is what results you get when you search for the Conservative Manifesto. There is both an advert in place from the Conservatives and a link to the manifesto to ensure those searching get the key messages.

Predicting The

General Election Through Search Trends However when you search for the Labour

There are some adverts appearing from time

Manifesto the Labour Party have missed a

to time but the Conservatives have an advert

trick. Not only is there no advert in place

to try to discredit Jeremy Corbyn while

but the first link is to a PDF. Now if you click

Labour do not have one except from a

that on a mobile which most people will do

supporting website. The Conservative advert

it is not going to be the easiest thing to

uses a click bait type headline – 9 facts about

read. In fact there are links to send you to

Jeremy Corbyn everyone need to know.

articles telling you what is wrong with their manifesto.

So who will win?

We predicted that with the search results we were seeing the conservatives would still likely win but not have a clear majority, which was the result we saw after voting. The parties still need to hone their online advertising skills to take advantage of the increased traďŹƒc and think the recent election provides useful insights into how businesses in all segments can maximise their online opportunity. We should be the oďŹƒcial polling company for the next election.

Push Turns 10 Years Old In May this year we turned 10 years old.

On the following pages are some photos from the amazing party we held and also a message from Steve Hyde, one of our owners.

Message From Steve: When Ricky and I started Push 10 years ago in the Summer of 2007 we had no idea quite how hard the journey would be.

Along the way there have been some really tough times and moments of pure joy. When we started we had a clear vision of an obvious gap in the market. Digital advertising was showing signs that it could snowball and at the same time many traditional marketers had their heads firmly where the sun don’t shine. In hindsight though, I think we both underestimated just how much pleasure we would take from helping to develop a talented team throughout the decade. Our team are bloody amazing, they are young, passionate about digital and have proven incredibly hard working and loyal to Push. We decided to throw a party for all of them to celebrate and were joined by our partners at Google and Shirlaws.

Charlie gave an amazing speech which we had not expected. He talked about the hard times we had been through to get to this point.

Both Ricky and I were really moved by his words not only because of what he said but the realisation that someone who had joined as a ‘boy’ nearly 9 years ago was developing into such a great leader.

Get the party started!

Preparing For The Video Takeover 20 years ago if someone told you you

2. Make video part of the customer journey

needed a website to succeed in business it

The user journey is becoming more complex

would typically be the last thing you’d think

and video is a key part of the journey. In

of in terms of your marketing strategy. Today

addition to landing page videos, content

you need a website, PPC, email marketing,

which complements your product is a great

remarketing and whole host of other ways of

way to influence people to buy. Explainer

getting your company in front of new and

videos help to make complex products more

existing customers.

accessible, removing a barrier to purchase

By 2020 over $2 billion dollars will be spent on video marketing in the UK. We have included some tips in preparing for this video takeover: 1. What makes a good video Make the first five seconds count.

and boosting your brand authority - 40% of customers are more inclined to seek out a product after watching a video.

3. Utilise social media Video advertising doesn’t have to be limited to just one platform, remember you need to be everywhere that you’re customers are.

Keep it short.

This means you need exposure on social

Use calls to action.

media as well as platforms such as Youtube.

Give users time to take action.

In terms of the future, 79% of digital leaders plan to invest more in online video than they did the year before. 90% of all data traďŹƒc will be video by 2020.

Vistor

Your Videos!

Vistor Leaves

Visitor Returns To Your Site

Your Ad on Other Sites

Preparing For The Video Takeover 4. It doesn’t have to cost the earth to make a

quality videos. We can also help create a

video. There is no need for a professional

video for you, utilising our own in house

video, many of our customers get great results

team and Youtube also have a promotion

from videos recorded on smart phones. If more

where they will create the video providing

professional videos are needed Push can help

there is confirmed investment of

with the production.

advertising spend in the Youtube platform.

This is a free app that lets you create high

5. Take advantage of lower CPV

quality videos. Go to bit.ly/push-ytd to

You get 5 seconds of FREE exposure and

find out more.

advertisers only pay when a user makes a click on your ad, or after the user has seen 30

7. Targeting options / Whats next

seconds of your video. Cost per view are still

YouTube has a variety of targeting options

relatively low in the UK and typical average

that help you reach the right customer for

costs can be as low as 3p.

your business. You can target by age, gender, location, interests and more.

6. Get our help We can help you create an

YouTube also has built-in Analytics that

excellent video in a number of dierent ways.

make it easy to see how your ad performs.

We can advise on the best ways to utilise

You can also make adjustments to your ad

Youtube director to create videos yourself.

at any time, and run multiple ads at once

This is a free app that lets you create high

to see which works best.

By 2020 over $2 billion dollars will be spent on video marketing in the UK.

Thanks to all our customers for your support during our last 10 years in business and we look forward to working with you for the next 10 years as we all take advantage of the massive opportunities that online advertising provides.