Digital Marketing: The Basics

In 2019, the world is almost completely digital. Though digital encompasses many practices, this series will be focusing on digital marketing and its unlimited uses. The transition from traditional marketing towards digital can be greatly attributed to artificial intelligence.

Everyone has had a piece of AI with technological advancements in smartphones, smart TVs and even smart refrigerators! Long gone are the days of manual redundancies, almost any task can be automated. With that said, we want our readers to note that robots and digital mediums aren’t replacing us, they’re making us better! It’s high time we embrace and explore the world of digital marketing, the benefits are truly endless.

By definition, Digital Marketing is an umbrella term for all marketing and engagement activities done through online media channels.

Here are a few ways in which consumers come into contact with Digital Marketing:

  1. Your Website
  2. Search Engine Marketing or Optimization
  3. Pay Per Click Advertising
  4. Remarketing (one of our favourite tactics)
  5. Automation (Email and Messenger Marketing)
  6. Social Media and Video Marketing

Think of these platforms as a way for your traditional content to reach the masses at the click of a button. The current marketing landscape has allowed small businesses to grow exponentially and has elevated customer engagement at every scale. 

Most of this consumer interaction is taking place on our smartphones and it is believed that the average Mobile screen time will exceed that of television by next year. Hence the transition away from traditional marketing. 

On average, Canadians are spending 3 hours a day looking at their phone screens (EMarketer). We imagine this statistic is DOUBLED for those more closely involved with social media and marketing. Another thing to consider is how many Canadians are looking at media for 8+ hours a day based on their careers.

We are no longer looking through newspapers to stay uptodate, consumers are no longer relying solely on flyers to get the best prices and they depend on one another more and more each day.

Digital Marketing is like a super power, a sixth sense. The methods that fall under this umbrella allow us to easily pinpoint a customer’s intent at any given time. Furthermore, it allows to control advertising costs as we are able to market our target audience alone. You can’t beat that!

Facebook Updates That You Should Know

This month, Facebook will be rolling out a new ad relevance score update that you may want to keep an eye out for as it could have a big impact on how you manage your ads. In addition to the new update, we will also be getting an updated Ads Manager interface with more simplified navigation features, a cleaner design, and a new campaign management experience.

Ads Manager Update

You will be seeing a new navigation bar, providing more space to manage ads and highlight tools that offer more insight into ad performance and reporting.

They’re also updating the campaign creation experience with a copy and paste functionality that will offer more flexibility when building ads and they’re adding an auto-naming feature that will make it faster for you to customize your campaign, ad set, and ad names.


Ad Relevance Diagnosis

Currently, Facebook uses an Ad Relevance Score (based out of 10) that tries to diagnose how relevant our ads are to the audience we are targetting. That score is being phased out in favor of three new metrics that will be rolling out by April 30th. The new scores will give us better insights into what’s working and what’s not working. The current relevance score makes it difficult to determine why your ads may or may not be performing well.

Facebook gives the following definition on their website:

“People prefer to see ads that are relevant to them. And when businesses show their ads to relevant audiences, they see better business outcomes. That’s why we consider how relevant each ad is to a person before delivering an ad to that person. Ads that are more relevant cost less and see more results. This leads to better experiences for people and businesses alike.

Ad relevance diagnostics can help you diagnose whether the ads you ran were relevant to the audience you reached. If your ads aren’t meeting your advertising objectives, you can use ad relevance diagnostics to understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance.

The diagnostics assess each ad’s past performance in the ad auction over the date range you’ve selected. The diagnostics are:

Quality Ranking: How your ad’s perceived quality compared to ads competing for the same audience.

Quality ranking explains how your ad’s perceived quality compared to ads competing for the same audience. We measure ad quality through feedback from people viewing or hiding the ad and assessments of clickbait, engagement bait, and other poor user experiences.

Engagement Rate Ranking: How your ad’s expected engagement rate compared to ads competing for the same audience.

Engagement rate ranking explains how your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad’s performance.

Conversion Rate Ranking: How your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience.

Conversion rate ranking explains how your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal. For example, the optimization goal for a campaign with the Video views optimization goal would be 10-second video views.”

These new ranking tools are going to give us much more insight into how your campaigns are performing. What’s interesting to note is that these kpi’s will be measured and ranked against your competition. In other words, you will now know how your ads compare against similar dealers in your area that are targetting the same interests and audiences.

Success Story – Trent Valley Honda

Success Growth Ez Results
Can changing your website provider truly improve both the amount of site visits and the User Experience (UX)?

The answer is an emphatic yes!

Trent Valley Honda, located in Peterborough Ontario, decided in late 2016 that they wanted to improve both the look and feel of their site to enhance UX as well as hopefully generate more qualified site traffic.

After a detail diligence process they select EZ Results. EZ Results is renowned for its detailed approach to Search Engine Optimization (SEO) and Custom Designed Dealer Websites.

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