November 2018 Digital Marketing Updates
The digital marketing world has been buzzing in November. After a massive month of Black Friday, Cyber Monday and Click Frenzy sales – the ecommerce countdown to Christmas begins.
The attribution race continues, with Google and Facebook rapidly rolling out new omnichannel and ad metrics. Meanwhile, YouTube is upping the ante on user experience.
So, if you’re wanting to stay ahead of the curve this holiday season – read on for our November 2018 digital marketing updates.
1. Christmas Sales Begin
While your holiday campaigns should be well and truly underway, it’s a great time to start monitoring your Christmas marketing for next year.
Make use of real time data reporting so you can gather insights from your sales and traffic over this crucial period, then optimise for next Christmas!
Here’s also a top tip from our Conversion Rate Optimisation (CRO) team:
Be sure to communicate your final shipping dates to encourage sales before Christmas. Sticky bars with Christmas shipping messaging are a great way to build trust, while creating a sense of urgency.
2. Facebook Launches 8 New Omni-Channel Metrics
Facebook continues to make it easier to understand how customers are interacting with your business online and offline. They recently introduced eight new events that can be tracked across your website, apps and shop. These include:
- Contact
- Customise Product
- Donate
- Find Location
- Schedule
- Start Trial
- Submit Application
- Subscribe
3. YouTube Launched Video Ad Sequencing Globally
Rather than trying to tell your full story within one ad spot, you can set up your story to unfold over time, across devices and ad formats. You can tell your product or brand story by showing people a series of videos that allow you to build interest, reinforce a message, create a unifying theme, and ultimately inspire recall and action.
In a study with Ipsos, Google found that sequencing a 6-second ad and a TrueView had significant impacts on Ad Recall and Purchase Intent.
4. Google Introduced Four New Search Ad Position Metrics
It’s a common misconception that average position describes where the ad appears on the search results page. Rather, it describes the order that your ad appears versus other ads in the ad auction. For example, an ad position of ‘1’ means your ad will show ahead of other ads, not necessary that it will show at the top of the page. If the only ad spot available is at the bottom of the page, it will be the first choice to show at the bottom.
However, knowing where your ad appears on the page helps you to understand your click through metrics and impressions.
Therefore, Google has started rolling out four new metrics to describe where your ads are appearing on the search results page. These include:
- Impressions (Absolute Top) % – The percentage of ads shown above the organic search results.
- Impressions (Top) % – The percentage of ads shown anywhere in the organic search results.
- Search (Absolute Top) IS – The impressions you have received in the very first ad spot above the organic search results divided by the total number of impressions you were eligible to receive.
- Search (Top) IS – The impressions you have received anywhere above the organic search results divided by the total number of impressions you were eligible to receive.
5. We Received 3 Nominations for The Google Premier Partner Awards 2018!
Christmas came early when we got the news! The awards celebrate the great work of Google’s Premier Partner agencies and we’re ecstatic to be finalists for the Search Innovation, Display Innovation, and Shopping Innovation awards for Australia and New Zealand.
Stay tuned for the winner announcements in December!
Ready to start using these insights to your advantage? Get in touch with one of our digital marketing experts today!