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Category: Insights

The Ultimate Guide to Hiring a PPC Agency: What You Need to Know

Posted on by amber90

Introduction

Pay-Per-Click (PPC) advertising has become a cornerstone of digital marketing. It offers businesses a way to drive targeted traffic to their websites by placing ads on search engines and social media platforms. However, managing PPC campaigns effectively requires specialized knowledge. That’s where hiring a PPC agency comes in. In this guide, we’ll explore the benefits of partnering with a PPC agency, the services they offer, and how to choose the right one for your business.

What a PPC Agency Does

Overview of Paid Search Advertising

PPC advertising allows businesses to reach their target audience by paying for each click on their ads. This method is efficient because it targets users who are actively searching for specific products or services. Platforms like Google Ads, Bing Ads, and social media networks provide businesses with tools to reach these potential customers. PPC is a great way to drive immediate traffic to your site and increase conversions.

Detailed Description of Services

A PPC agency offers a range of services that help manage and optimize your paid search campaigns. Here’s what they typically provide:

  • Keyword Research and Analysis:
    Identifying the most relevant and profitable keywords is crucial. A PPC agency conducts thorough research to ensure your ads are targeting terms that will bring in quality traffic. They analyze factors like search volume, competition, and cost-per-click (CPC) to optimize your ad spend.
  • Ad Copy Creation:
    The success of your PPC campaigns hinges on compelling ad copy. Agencies craft engaging messages that not only attract clicks but also encourage conversions. By highlighting the unique selling points of your products or services, they create ads that resonate with your target audience.
  • Bid Management:
    Effective bid management is key to maximizing ROI. Agencies adjust bids in real-time to ensure you get the best value for your money. This involves optimizing bids for specific keywords and using automated bidding strategies when necessary.
  • Campaign Setup and Structuring:
    Proper setup and structuring of your campaigns are essential. Agencies organize campaigns into ad groups that target specific themes or products. This organization makes it easier to manage and optimize performance.
  • Landing Page Optimization:
    Driving traffic to your website is just the first step. Converting that traffic is the ultimate goal. PPC agencies often optimize landing pages to ensure users who click on your ads find exactly what they’re looking for. This includes improving page load speed, layout, content, and calls to action (CTAs).
  • Performance Tracking and Reporting:
    To measure the success of your PPC campaigns, agencies use advanced analytics tools. They track key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). Regular reporting provides insights for continuous improvement.

Why You Should Hire a PPC Agency

Advantages of Professional Management

Managing a PPC campaign is complex. It requires a deep understanding of various platforms, constant monitoring, and the ability to quickly adapt to changes. Here’s why hiring a PPC agency is beneficial:

  • Access to Advanced Tools and Technology:
    Agencies have access to the latest tools that are essential for optimizing your campaigns. These tools provide insights into keyword performance, competitor analysis, and audience behavior. Agencies use this data to fine-tune your campaigns for maximum impact.
  • Expertise and Experience:
    PPC platforms like Google Ads are continuously evolving. New features, updates, and algorithms are introduced regularly. A PPC agency stays current with these changes, ensuring your campaigns are always optimized for success.
  • Better ROI:
    Professional management typically results in a higher ROI. Agencies optimize every aspect of your campaigns, from ad copy to bid strategies and landing page design. This focused approach leads to better performance and more efficient use of your ad spend.
  • Time Savings:
    Managing a PPC campaign requires constant attention. By outsourcing this task to a PPC agency, you free up valuable time to focus on other areas of your business, knowing that your campaigns are in expert hands.

The Complexities of Platforms Like Google Ads

Google Ads is the most widely used PPC platform. It’s also one of the most complex. Here’s why:

  • Algorithm Updates:
    Google frequently updates its algorithms. These changes can affect how your ads are displayed and ranked. A PPC agency navigates these updates and adjusts your campaigns accordingly to maintain optimal performance.
  • Advanced Targeting Options:
    Google Ads offers various targeting options, from demographic targeting to retargeting and custom audience creation. While these options provide powerful ways to reach your audience, they add layers of complexity to campaign setup and management. Agencies have the expertise to leverage these options effectively.
  • Bid Strategies:
    Google Ads offers multiple bidding strategies, such as manual CPC, target CPA, and maximize conversions. Choosing the right strategy requires a deep understanding of your business goals. A PPC agency helps you navigate these options, ensuring your bidding strategy aligns with your objectives.

How to Evaluate a PPC Agency

Key Questions to Ask

Selecting the right PPC agency is crucial. Here are some questions to help you make an informed decision:

  • What is Your Experience in the Industry?
    Understand the agency’s experience with PPC advertising, especially within your industry. Ask about their history, the types of clients they’ve worked with, and any challenges they’ve encountered.
  • How Do You Approach Campaign Management?
    Discuss the agency’s approach to campaign management. How do they handle keyword research, ad copy creation, bid management, and performance tracking? Ensure their approach aligns with your business goals.
  • What Tools and Technology Do You Use?
    The tools and technology used by the agency can significantly impact the success of your campaigns. Ask about the software and platforms they utilize for keyword research, bid management, and analytics, and how these tools will be applied to your campaigns.

Considerations for Choosing an Agency

When choosing a PPC agency, consider the size and specialization of the agency. Here’s what to think about:

  • Large Agencies vs. Specialized Agencies:
    Large agencies often offer a broad range of services beyond PPC. While this can be beneficial for businesses looking for an all-in-one solution, it may also mean less specialized attention for your PPC campaigns. Smaller, specialized PPC agencies may offer more personalized service and in-depth expertise.
  • Budget and Pricing Models:
    Consider your budget and how the agency’s pricing aligns with it. Some agencies charge a flat fee, while others operate on a percentage of ad spend or performance-based model. Understand the pricing structure and ensure it fits within your marketing budget.
  • Long-Term Partnership Potential:
    PPC advertising requires ongoing management and optimization. Choose an agency that you feel comfortable working with over the long term. Consider their communication style, responsiveness, and willingness to collaborate.

Conclusion

Investing in a PPC agency can significantly enhance your digital marketing efforts. By partnering with the right agency, you can leverage their expertise, advanced tools, and industry knowledge to achieve your business goals.

If you’re ready to take your paid search campaigns to the next level, we invite you to schedule a call with our team. Let’s create PPC campaigns that deliver exceptional results for your business.

Why Choose a Digital Marketing Agency? Key Benefits and What to Look For

Posted on by amber90

Introduction:

In the increasingly competitive digital landscape, businesses across Canada are realizing the necessity of a strong online presence to stay ahead. A professional digital marketing agency offers the expertise, tools, and strategies to navigate this complex environment. In this blog post, we’ll delve into the significant benefits of partnering with the best digital marketing agency and provide insights into what to look for when making this critical decision.

What Makes a Digital Marketing Agency the Best?

Expertise in Multiple Channels:
The best digital marketing agencies are those that have expertise in a wide range of online marketing channels, including SEO, PPC, content marketing, social media marketing, and more. This multi-channel approach ensures that your brand can effectively reach and engage with your target audience across the platforms they use most. A top agency will have a team of specialists who are well-versed in the latest industry trends and algorithms, ensuring that your marketing strategies are always ahead of the curve.

Proven Track Record with Case Studies:
When evaluating digital marketing agencies, it’s crucial to look at their track record. The best agencies will have a portfolio of case studies that showcase their ability to deliver tangible results. These case studies should demonstrate how the agency has helped businesses similar to yours achieve their marketing goals, whether that’s increasing traffic, generating leads, or boosting sales. A proven track record is a strong indicator of an agency’s reliability and effectiveness.

Comprehensive Digital Marketing Services

Overview of Services:
A full-service digital marketing agency offers a broad range of services designed to cover every aspect of online marketing. This includes SEO services to improve your website’s visibility on search engines, PPC advertising to drive targeted traffic, social media management to engage your audience, and email marketing to nurture leads and build customer loyalty. By offering a complete suite of services, the agency can create a cohesive and integrated marketing strategy that aligns with your business goals.

Benefits of Using a Full-Service Agency:
One of the main advantages of partnering with a full-service digital marketing agency is the ability to have all your marketing needs managed under one roof. This ensures consistency in messaging and strategy across all channels, which is crucial for building a strong brand identity. Additionally, a full-service agency can provide a more holistic approach to marketing, where each tactic complements the others, leading to more effective and efficient campaigns.

Key Considerations When Choosing an Agency

Industry Experience:
When selecting a digital marketing agency, it’s important to consider their experience within your specific industry. An agency that has worked with businesses similar to yours will have a deeper understanding of your market, competitors, and customer behavior. This knowledge allows them to create more targeted and effective marketing strategies that resonate with your audience and drive better results.

Pricing and Technology Stack:
Pricing is always a key consideration when choosing a digital marketing agency. However, it’s important to remember that the cheapest option isn’t always the best. Instead, look for an agency that offers transparent pricing and can demonstrate the value they bring through their services. Additionally, inquire about the technology stack they use. The right tools and platforms can significantly enhance the efficiency and effectiveness of your marketing campaigns, leading to better ROI.

Online Marketing vs. Traditional Marketing

Why Digital Marketing Yields Better ROI:
Digital marketing offers several advantages over traditional marketing methods, particularly in terms of ROI. With digital marketing, you can target specific demographics, track campaign performance in real-time, and make adjustments as needed to optimize results. This level of precision and flexibility simply isn’t possible with traditional marketing. Therefore, making it much harder to measure effectiveness and reach the right audience.

How SEO and PPC are Crucial for Online Success:
SEO and PPC are two of the most powerful tools in a digital marketer’s arsenal. SEO services help improve your website’s organic search rankings. This makes it easier for potential customers to find you online. PPC advertising, on the other hand, allows you to place ads in front of users who are actively searching for products or services like yours. Together, these strategies can significantly boost your online visibility and drive more targeted traffic to your site.

Conclusion:

Choosing the right digital marketing agency can make a significant difference in your business’s success. By partnering with an agency that offers comprehensive services, has a proven track record, and understands your industry, you can achieve your marketing goals more effectively. If you’re ready to take your digital marketing efforts to the next level, we invite you to request a consultation with us today.

Google Trends Update: Implement ‘Trending Now’ Tool in Your Marketing

Posted on by amber90

Introduction

Google has recently upgraded its “Trending Now” tool within Google Trends, offering marketers and advertisers a more powerful way to tap into real-time search trends. These updates promise to deliver fresher data, more regional insights, and better customization options. For businesses looking to stay ahead of the curve, this tool is about to become indispensable. Here’s a look at how the new features can elevate your marketing and SEO efforts.

Real-Time Trends: See More, Faster

The heart of this update is a cutting-edge trend forecasting engine that detects emerging trends with remarkable speed and accuracy. This engine identifies 10 times more emerging trends than before and refreshes every 10 minutes on average. As a result, you can now see the latest search swings just as they start to gain traction.

The redesigned Trending Now tool presents the most valuable context front and centre. Now, you’ll get a detailed breakdown of each trend, including when it started, how long it’s been trending, and any related news articles. Additionally, a graph showing the trend’s search interest over time is available, allowing for a quick comparison of multiple trends. This feature is now accessible in 125 countries, with 40 of those offering even more granular regional insights.

Customizable Insights: Tailor Your View

Another significant enhancement is the ability to customize your Trending Now view. With the updated filters, you can easily zero in on the data that matters most to you. Whether you’re curious about popular searches in a specific region or want to focus on trends from the last few hours or days, the new filter options have you covered.

This customization allows you to filter out trends that have lost momentum, ensuring you only see active, relevant trends. This level of detail is particularly useful for marketers who need to make quick decisions based on the most current data available.

Optimizing Marketing Strategy: Why Trending Now Matters

Google’s updated Trending Now tool is more than just a window into popular search terms. It’s a strategic asset that can inform your content creation, ad campaigns, and overall marketing strategy. By understanding what’s trending in real-time, you can align your content with what your audience is actively searching for, thereby increasing engagement and relevance.

For example, if a trend related to your industry suddenly spikes, you can quickly create content or ads that capitalize on that interest. This responsiveness can give you a significant edge in a competitive market. Moreover, the ability to export data for a closer look enables deeper analysis and better-informed decisions.

Expanding Global Reach: 125 Countries and Counting

The reach of the Trending Now tool has also expanded significantly. It’s now available in 125 countries, making it easier for businesses with global audiences to stay on top of regional trends. In 40 of these countries, you can drill down even further to see what’s trending in specific regions. This global perspective ensures that your marketing strategy is informed by the most relevant data, no matter where your audience is located.

Conclusion: Leverage Google’s Enhanced Trending Now Tool

Google’s revamped Trending Now tool within Google Trends offers a wealth of new features designed to help businesses stay ahead. By providing real-time insights, customizable data views, and broader regional coverage, this tool is set to become a cornerstone of effective marketing and SEO strategies.

At Amber 90, we understand the importance of staying current with the latest tools and trends. Contact us today to learn how we can help you integrate Google’s Trending Now tool into your marketing strategy and make the most of these powerful insights.

Meta Enhances Ad Attribution and Targeting: Improve Campaign Results

Posted on by amber90

Introduction

Meta is stepping up its ad campaign optimization game. The company has introduced new features designed to help businesses target audiences better and track conversions more accurately. As digital marketing continues to evolve, these updates promise to provide marketers with more precise tools. Here’s what you need to know about these exciting changes.

Conversion Value Rules: Prioritizing What Matters Most

One of the key features Meta is rolling out is Conversion Value Rules. This tool allows businesses to define their most valuable audiences or conversions. Traditionally, advertisers had to create separate campaigns for different customer segments. With Conversion Value Rules, you can now automate this process within a single campaign.

For example, let’s say your business identifies a customer segment that generates 30% higher lifetime value. You can set a higher bid to reach these customers—all without creating a new campaign. As a result, this feature saves time and ensures that your ad spend targets the most valuable audiences.

New Attribution Models: Focusing on Incremental Conversions

Meta is also launching a new opt-in attribution setting. This setting shifts the focus from total conversions to incremental conversions. Incremental conversions refer to actions that occur directly because your ad was shown. In other words, these are actions that wouldn’t have happened otherwise.

During testing, this new setting led to a 20% increase in incremental conversions for advertisers. Therefore, by highlighting the specific impact of Meta ads on your sales, this feature can provide deeper insights. It also helps you optimize future campaigns more effectively.

CRM Integration: Direct Data Flow for Better Targeting

Starting now and continuing into 2025, Meta is enabling businesses to integrate their Customer Relationship Management (CRM) tools directly with its ad system. By connecting analytics tools like Google Analytics or Northbeam through a simple API setup, businesses can feed aggregated campaign data back into Meta’s system.

This integration allows Meta’s AI models to fine-tune ad targeting based on real-world conversion data. As businesses share more insights into what drives their conversions, Meta’s system can better align ad delivery with business goals. This could lead to a 30% increase in Meta-attributed conversions​.

Improved Ad Optimization: Cross-Publisher Insights

Meta’s latest updates also aim to better integrate insights from cross-publisher journeys. This is where users interact with multiple ads across different platforms before making a purchase. By incorporating data from third-party analytics tools, Meta aims to provide a more comprehensive view of the customer journey.

These updates are expected to improve Meta-attributed conversions within third-party analytics tools. Consequently, this offers a clearer picture of how your ads perform across various channels. For businesses looking to maximize their return on ad spend, this holistic approach is crucial.

Conclusion: Take Advantage of Meta’s Enhanced Ad Tools

Meta’s new ad attribution and targeting features represent a significant step forward in campaign optimization. By leveraging Conversion Value Rules, focusing on incremental conversions, and integrating CRM data, businesses can achieve more precise targeting and measurement. Ultimately, this will drive better results.

At Amber 90, we stay ahead of digital marketing trends to help our clients succeed. Contact us today to learn how we can help you integrate these new Meta features into your ad strategy and maximize your campaign performance.

Shifting Social Media Trends: Why Marketers Should Explore New Platforms

Posted on by amber90

Introduction

The social media landscape is undergoing significant changes. As platforms refine their algorithms and adjust their focus, marketers are rethinking their strategies. Over the past year, major shifts—such as Meta distancing itself from news content and the changes at X (formerly Twitter)—have impacted social ad trends. These shifts are pushing marketers to explore alternative platforms, creating new opportunities for brands to connect with audiences in different ways.

Reddit’s Rise: A New Player in Organic Traffic

One of the most notable shifts is the surge in organic traffic from Reddit. Thanks to a new partnership with Google, Reddit’s referral traffic has increased sevenfold over the past nine months. Between August 2023 and April 2024, Reddit’s readership nearly tripled, growing from 132 million to 346 million monthly visitors【AdWeek】.

This partnership with Google is focused on data sharing to aid in the development of Google’s Gemini AI models. However, it also includes provisions for more prominent displays of Reddit content in Google search results. This has led to a significant increase in attention and has made Reddit a valuable platform for publishers looking to drive traffic【AdWeek】.

LinkedIn’s Steady Growth: Engagement and Newsletters

LinkedIn is also experiencing steady growth in user engagement, particularly through its newsletter feature. As Meta has moved away from promoting publisher content by penalizing link posts, publishers are turning to LinkedIn to drive engagement. LinkedIn newsletters are proving to be a successful tool for creators and publishers alike, fostering direct connections with their audiences【Social Media Today】.

Moreover, as X and LinkedIn adjust their algorithms to downplay external links, publishers are increasingly considering alternative platforms. This shift in strategy could lead to a broader rethinking of how news and content are distributed across social media.

Shifting Social Media Budgets: A New Focus on Snapchat and Reddit

The broader changes at X have also led to a significant shift in social media marketing budgets. As X continues to struggle with an exodus of advertisers, a considerable portion of that budget is moving to platforms like Snapchat and Reddit. Snapchat, for instance, reported an 85% increase in SMB ad spend in Q1, while Reddit has more than doubled its revenue growth rate by focusing on SMBs【Social Media Today】.

These shifts indicate that marketers are exploring new opportunities on these platforms, driven by the desire to find alternatives that deliver results similar to those previously achieved on X.

The Broader Context: A New Era for Social Media Marketing

These developments signal a broader shift in the social media marketing landscape. Platforms are revising their focus, and marketers are looking for new opportunities to reach their target audiences. While Meta’s platforms remain viable options—especially with the ongoing improvements to its AI-driven ad tools—there is a clear trend towards diversifying marketing efforts across multiple platforms.

This diversification is not just about finding alternatives to Meta or X. It’s about recognizing that platforms like Reddit, Snapchat, and LinkedIn are gaining traction because they offer unique opportunities to connect with different audiences. For marketers, this means exploring these platforms now could give you a competitive edge, particularly as we approach the holiday marketing season.

Conclusion: Explore New Opportunities in Social Media Marketing

The shifting social media trends in 2024 highlight the importance of staying adaptable. As marketers, it’s crucial to recognize where the audience is moving and to explore new platforms that offer untapped potential. Whether it’s the rise of Reddit, the steady engagement on LinkedIn, or the growing appeal of Snapchat, now is the time to diversify your marketing strategy.

At Amber 90, we specialize in helping businesses navigate the ever-changing social media landscape. Contact us today to learn how we can help you take advantage of these emerging trends and optimize your marketing strategy across multiple platforms.

Meta Reports Q2 Earnings: User Growth, Revenue Surges, and AI Investments

Posted on by amber90

Introduction

Meta reports Q2 2024 earnings which reveals a strong performance across its platforms, with notable increases in both user numbers and revenue. This quarter, Meta has demonstrated its ability to leverage artificial intelligence (AI) to drive user engagement and ad revenue while continuing to invest heavily in its long-term vision, particularly in virtual reality (VR) and augmented reality (AR).

User Growth: Expanding the Meta Family

One of the standout metrics from Meta’s Q2 2024 earnings is the growth in daily active users across its Family of Apps, which includes Facebook, Instagram, Messenger, and WhatsApp. The number of daily active people (DAP) reached 3.27 billion, a 7% increase year-over-year. This growth reflects Meta’s ongoing success in attracting and retaining users across its platforms.

As indicated in the earnings presentation, this increase represents an addition of 30 million users during the quarter, although Meta no longer provides a breakdown of user activity by individual app. Instead, it reports aggregate usage across all its platforms, which limits insights into specific trends within each app. However, it’s clear that platforms like WhatsApp are seeing significant usage growth, particularly in the U.S.​

Revenue Growth: A Robust Quarter for Meta

Meta also reported a strong financial performance, with total revenue reaching $39.07 billion in Q2 2024, marking a 22% increase compared to the same period last year. This growth was driven by a combination of higher ad impressions and increased ad prices, which both rose by 10% year-over-year.

The rise in ad revenue is particularly impressive given the challenges in the digital advertising market. Meta’s ability to increase ad impressions and command higher prices suggests that its platforms continue to be valuable channels for advertisers looking to reach engaged audiences. The company’s focus on AI-driven content recommendations, which keeps users interacting with its platforms longer, is likely a key factor in this sustained demand for ad space.

AI and VR: Meta’s Continued Investment in the Future

While Meta’s core platforms continue to generate substantial revenue, the company remains committed to investing in its future technologies, particularly in AI and VR. During Q2 2024, Meta’s Reality Labs division, which focuses on VR and AR, reported a loss of $4.5 billion, up from the previous year. This increased investment underscores Meta’s long-term bet on the metaverse and related technologies, even as these initiatives weigh down current profits.

Meta’s total operating expenses rose by 7% in the quarter, largely due to ongoing investments in AI infrastructure and the development of a new data center dedicated to AI research. These investments are crucial as Meta seeks to maintain its leadership in the social media space while also pushing the boundaries of what’s possible with immersive technologies.

Looking Ahead: The Future of Meta

Meta’s Q2 2024 earnings report highlights the company’s dual focus on sustaining growth in its core business while laying the groundwork for future opportunities. With a strong user base, increasing ad revenue, and continued investment in AI and VR, Meta is positioning itself for long-term success, even as it faces challenges and uncertainties in the evolving digital landscape.

As the company continues to integrate AI into its platforms and explores new frontiers in VR and AR, it will be fascinating to see how these efforts shape the future of social media and digital interaction.

Conclusion: Meta’s Strategic Growth in Q2 2024

Meta’s Q2 2024 results demonstrate its resilience and strategic vision in a rapidly changing digital landscape. The company’s ability to grow its user base and revenue, while making significant investments in AI and VR, sets the stage for continued success. For businesses looking to stay ahead in the social media space, keeping an eye on Meta’s developments is crucial.

At Amber 90, we specialize in helping brands navigate the complexities of social media marketing. Contact us today to learn how we can help you leverage the latest trends and technologies to grow your business.

Instagram Expands Carousel Limits: What 20 Frames Mean for Your Content Strategy

Posted on by amber90

Introduction

Instagram carousel format is once again evolving, offering users more creative freedom with their content. Recently, Instagram announced that all users can now include up to 20 frames in a single carousel post, doubling the previous limit of 10. This update, which follows months of testing, allows creators and businesses to share even more photos and videos in a single post, making it easier to tell a comprehensive story or showcase a series of related images.

The Expansion of Instagram Carousels

For years, Instagram carousels have been a popular way to share multiple photos or videos in one post. Originally introduced in 2017 with a 10-frame limit, carousels quickly became a favourite feature among users, offering a dynamic way to engage followers with multiple pieces of content at once. Over time, Instagram has gradually increased the number of frames users can add, first expanding to 15 frames earlier this year, and now to 20 frames as of August 2024.

What the New 20-Frame Limit Means for Users

The ability to add up to 20 photos or videos in a single carousel post opens up new possibilities for content creators and brands alike. Whether you’re sharing a step-by-step tutorial, a travel photo album, or a detailed product showcase, the expanded frame limit allows for more comprehensive storytelling.

Additionally, Instagram has been experimenting with other carousel features, such as text overlays and variable image formats, which further enhance the creative potential of carousel posts. With 20 frames, users can create what is essentially a live photo album or a mini-video series, all within a single post.

How to Leverage the 20-Frame Carousel for Your Content Strategy

So, how can you make the most of Instagram’s expanded carousel feature? Here are a few ideas:

  1. Storytelling: Use the extra frames to craft a more detailed narrative. For example, share the full journey of a project, from concept to completion, or document an entire event or trip.
  2. Product Showcases: Showcase different angles, features, or uses of a product in one post. This is especially useful for e-commerce brands looking to highlight product details.
  3. Tutorials and How-Tos: Break down complex processes into easy-to-follow steps, using each frame to illustrate a different part of the tutorial.
  4. Engagement: Encourage followers to swipe through all 20 frames by creating a story or series that builds intrigue or offers value with each swipe.

By strategically using all 20 frames, you can increase engagement and provide a richer experience for your audience. Check out this video here as Katie Lance shares how to create this content.

How Instagram’s Carousel Update Compares to Competitors

It’s interesting to note that Instagram’s move to increase carousel frames is part of a broader trend in social media. TikTok, for instance, allows users to include up to 35 photos in a single post, showing that the demand for more comprehensive content-sharing options is growing. However, while TikTok is often associated with short-form videos, its photo slideshow feature has become increasingly popular.

Instagram’s 20-frame limit strikes a balance between offering more content space without overwhelming users, and it will be interesting to see how this impacts content strategies across the platform.

Conclusion: Maximize Your Content with Instagram’s 20-Frame Carousel

The expansion of Instagram carousel to 20 frames is a game-changer for content creators and businesses. This update provides more room to showcase your work, tell your story, or engage with your audience in a meaningful way. As Instagram continues to innovate and expand its features, staying ahead of these updates can help you maintain a competitive edge in your social media strategy.

At Amber 90, we specialize in crafting social media strategies that leverage the latest tools and features. Contact our team today to learn how we can help you make the most of Instagram’s new 20-frame carousel and other updates to enhance your brand’s presence.

LinkedIn Introduces Company Page Verification: A New Way to Establish Trust

Posted on by amber90

Introduction

LinkedIn, the professional networking giant, is taking another step to enhance trust and authenticity on its platform. After rolling out verification badges for individual users last year, LinkedIn is now extending this feature to company pages. This new verification process aims to help businesses establish credibility and trust with their audience by displaying a grey verification badge on their official pages.

Why LinkedIn Company Page Verification Matters

In today’s digital landscape, authenticity is more important than ever. Businesses need to assure their audience that they are legitimate and trustworthy. LinkedIn’s new company page verification badge does just that. This grey badge signals to users that a company page has passed LinkedIn’s checks for identity and authenticity, making it easier for users to trust that they are interacting with the official representatives of the brand.

What the Verification Badge Means

The grey verification badge on LinkedIn company pages is not just a symbol; it represents LinkedIn’s confirmation that a company has met specific criteria. According to LinkedIn, the verification process includes assessing:

  • The accuracy of key data points on the page, such as location and website URL
  • The presence of active page administrators
  • Whether the page is claimed and not just a listing
  • Compliance with LinkedIn’s policies

These factors ensure that the company page is authentic and actively managed, which in turn helps to build trust with the audience.

How to Get Your Company Page Verified

If you’re interested in getting your company page verified, LinkedIn has made the process relatively straightforward—though it may take some time. Currently, LinkedIn is rolling out the verification feature to a limited number of company pages.

To check if your page is eligible, navigate to the “Verification” settings on your company page. If your page meets the criteria, you can add it to the waitlist for verification. LinkedIn will approve pages at its discretion, and verified pages will display the verification date in their settings.

However, it’s important to note that with over 58 million company pages on LinkedIn, the verification process may be slow. LinkedIn has a lot of pages to review, so it could take some time before your page receives its grey badge.

Is the Verification Badge Valuable?

The introduction of the verification badge is a positive move for LinkedIn and its users. Any additional layer of trust and authenticity is beneficial, especially in a professional setting where credibility is key.

That being said, the limited rollout and slow approval process might be frustrating for some businesses. However, once fully implemented, the verification badge will likely become a valuable asset for companies looking to establish their brand’s authenticity on LinkedIn.

Conclusion: Enhance Your Brand’s Trust with LinkedIn Verification

LinkedIn’s new company page verification feature is an excellent way for businesses to establish trust and credibility on the platform. Although the process might be slow, the benefits of having a verified page are clear. If you’re looking to enhance your brand’s trustworthiness on LinkedIn, it’s worth checking your page’s eligibility for verification.

At Amber 90, we specialize in helping businesses navigate the ever-changing landscape of social media. If you’re interested in optimizing your LinkedIn presence, contact our team today. We can help you get the most out of LinkedIn’s new features and ensure your brand stands out in the crowded digital space.

Meta’s Removal of Detailed Targeting Exclusions is a Game-Changer for Advertisers

Posted on by amber90

Introduction

The world of digital advertising is always changing. Meta, a leader in social media ads, recently made a big update that will affect how businesses target their audiences. Starting July 29, 2024, Meta will no longer allow detailed targeting exclusions in new ad campaigns. This change, backed by Meta’s advanced AI, aims to improve ad performance by letting the platform optimize who sees your ads.

Why Meta is Removing Detailed Targeting Exclusions

Many advertisers might be surprised by Meta’s decision to remove detailed targeting exclusions. In the past, these exclusions helped refine audiences by filtering out certain demographics, interests, or behaviours. This seemed like an effective way to improve ad performance. However, Meta’s research suggests otherwise.

The Impact of Meta’s Research

In fact, campaigns without detailed targeting exclusions had a 22.6% lower median cost per conversion compared to those that used exclusions. This data shows that exclusions might actually harm, rather than help, your campaign’s effectiveness.

Moreover, Meta’s AI-powered ad targeting has become very good at showing the right ads to the right users. By trusting Meta’s AI, advertisers can reach a broader, more engaged audience without accidentally excluding valuable prospects.

What Does This Mean for Your Campaigns?

So, what should advertisers do now that detailed targeting exclusions are being removed?

Starting July 29, 2024, you won’t be able to use detailed targeting exclusions in new ad sets. If you currently use this feature, you’ll need to adjust your campaigns before January 31, 2025. After this date, Meta will stop delivering ads that include detailed targeting exclusions.

Adapting to the Changes

This might sound worrying if your campaigns rely on exclusions. However, Meta offers other ways to make sure your ads reach the right people. For example, you can use custom audience exclusions and audience controls to protect your brand and ensure your ads meet specific criteria.

Meta’s AI aims to improve the accuracy of ad delivery. Even if you’re nervous about giving up control, the data shows that this change could lead to better results. The focus is now on broader, automated targeting that uses AI’s ability to learn from user behaviour.

How to Adapt to the Change

To stay ahead, it’s important to adapt to this change now. First, review your current ad sets and find any that use detailed targeting exclusions. Meta Ads Manager will show a warning banner for these ad sets, helping you edit and republish them without exclusions.

Shifting Your Strategy

Next, consider shifting your strategy to take full advantage of Meta’s AI. By embracing broader targeting and letting AI optimize delivery, you may find that your campaigns perform better, reaching new and more relevant audiences.

The Future of Meta Advertising

Meta’s decision to remove detailed targeting exclusions is part of a larger move toward automation in digital ads. The company’s vision for the future includes less manual input from advertisers. Soon, you might only need to provide a product URL, and Meta’s AI will handle the rest, from creating ad content to choosing the best audience.

Embracing AI-Driven Advertising

This shift might seem unusual, especially if you’re used to having more control over your campaigns. However, the evidence shows that Meta’s AI is effective at connecting ads with the right people. By allowing AI to lead, you might achieve better results with less effort.

Conclusion: Prepare for the Future with Amber 90

Meta’s removal of detailed targeting exclusions marks a new era in digital advertising, where AI takes centre stage. For businesses that want to stay competitive, it’s essential to understand and embrace these changes.

At Amber 90, we specialize in optimizing Meta ad campaigns to help your business succeed. Contact our team today to learn how we can help you navigate these updates and get the most out of your advertising.

Beginner Guide to Internet Marketing for Small Businesses

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The Beginners Guide to Internet Marketing for SMBs

Move over print ads and direct mail: Internet marketing is the new trend. Digital marketing now accounts for 56% of total marketing spend, with the industry expected to reach over $786 billion globally by 2026. For Canadian and North American businesses, staying ahead means embracing online marketing strategies.

Use this beginner’s guide to internet marketing to understand the basics and learn how to leverage digital channels for your business.

What Is Internet Marketing?

Internet marketing, also known as digital marketing, involves using online channels to help an audience learn more about your products. By leveraging tools such as websites, email, online advertising, social media, and more, you can reach potential consumers, educate them on your offerings, and convert them into customers.

Types of Internet Marketing

Internet marketing encompasses various strategies and approaches. Here’s a look at some of the most popular types:

Content Marketing

Content marketing involves creating and distributing valuable content to attract and engage your target audience. This can include blog posts, infographics, podcasts, videos, and more. The goal is to establish your expertise, promote your brand, and provide value to consumers, which can lead to increased audience retention, higher conversion rates, and greater brand awareness.

SEO Marketing

Search engine optimization (SEO) marketing involves optimizing your content to rank highly in search engine results pages (SERPs). This includes using relevant keywords, crafting compelling meta tags and descriptions, optimizing headings, and building high-quality backlinks. SEO is crucial for increasing organic traffic to your website.

Social Media Marketing

Social media marketing uses platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube to promote your brand and connect with potential customers. With an estimated 4.89 billion social media users spending an average of 151 minutes per day on these platforms, it’s a vital channel for engagement and brand awareness.

Affiliate Marketing

Affiliate marketing involves partnering with influencers or other entities to promote your products. For every sale or lead generated, the affiliate earns a commission. This strategy leverages the influence of trusted individuals to reach a broader audience.

Email Marketing

Email marketing involves sending targeted, personalized emails to a specific audience to promote products, services, or foster engagement. With a potential ROI of $36 for every dollar spent, email marketing remains one of the most effective digital marketing strategies.

Internet Marketing vs. Traditional Marketing

While both internet and traditional marketing aim to promote services, products, and brands, they differ significantly:

Communication Mediums

  • Internet Marketing: Utilizes online platforms like websites, social media, emails, and search engines.
  • Traditional Marketing: Employs offline methods such as billboards, direct mail, print publications, radio, and television.

Demographic Targeting

  • Internet Marketing: Allows for precise demographic targeting, enabling you to reach specific audiences based on various criteria.
  • Traditional Marketing: Often targets broader geographic areas with less precision.

Budgeting

  • Internet Marketing: Generally more cost-effective, with lower CPM compared to traditional methods.
  • Traditional Marketing: Typically more expensive, with higher CPM for mediums like direct mail and TV ads.

Lead Tracking

  • Internet Marketing: Offers robust tracking capabilities, allowing you to measure impressions, clicks, and conversions easily.
  • Traditional Marketing: Tracking ROI is more challenging, with less direct data on ad performance.

Interactivity and Engagement

  • Internet Marketing: Facilitates two-way communication, enabling interactions with consumers through comments, likes, and shares.
  • Traditional Marketing: Less interactive, with limited opportunities for direct engagement.

Global Reach

  • Internet Marketing: Provides the ability to reach a global audience with ease.
  • Traditional Marketing: Typically confined to specific geographic regions, making global reach more challenging.

Digital Marketing Strategies

Here are some key internet marketing strategies to guide your efforts:

Search Engine Optimization (SEO)

Optimize your website and content to rank higher in SERPs by using relevant keywords, creating compelling meta tags, and ensuring your site is user-friendly and fast-loading.  A tool we highly recommend to review your SEO performance is SEMRush.

User-Friendly Website Design

A well-designed website is crucial for retaining visitors. Ensure your site is easy to navigate, mobile-responsive, and optimized for speed.

Social Media Outreach

Engage with your audience on social media platforms by responding to comments and messages, and participating in discussions. Link your posts with your content strategy to maintain consistency.

Customer-Centric Approach

Focus on understanding your customers’ needs and preferences. Develop detailed customer personas and create tailored content that addresses their challenges and provides solutions.

Pay-per-Click Advertising (PPC)

PPC advertising allows you to pay for ads that appear on platforms like Google and Facebook. You only pay when someone clicks on your ad, making it a cost-effective way to reach interested consumers.

Bottom Line

Internet marketing is an essential tool for small and medium-sized businesses. It offers cost-effective methods to reach a global audience, target specific demographics, and provide measurable results. By leveraging a mix of internet marketing strategies, you can enhance your brand’s online presence, drive sales, and build customer trust.

Ready to boost your digital marketing efforts? Contact us today to learn how we can help you create impactful online ad campaigns and more.

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