1. Meta’s new ad updates to improve customer targeting

• Meta introduces new ad tools to drive more precise customer targeting.
• One of the features, Conversion Value Rules, define a higher bid for conversions businesses value more rather than creating a separate campaign.
• Businesses also have access to new optimization tools, attribution models and more powerful analytics models.

Source: Meta

2. Google SA360 now allows Microsoft automated bidding

• Google’s Search Ads 360 now supports Microsoft automated bidding in real-time.
• Advertisers can activate Floodlight data sharing to optimize campaigns.
• This new update features cross-engine optimizations and efficient budget and bid strategies.

Source: Google

3. WhatsApp message extensions now available in 11 more countries

• Google’s search ads WhatsApp extensions, which allow users to message advertisers directly, are now available in 11 more countries.
• The future version is now in Argentina, Brazil, Chile, China, Colombia, Hong Kong, India, Indonesia, Malaysia, Mexico, Peru, Singapore and Thailand.
• This feature requires you to have a business WhatsApp number and you can automate a starter message.

Source: PPC News

4. Reddit targets users with interests, not data

• Reddit wins over advertisers by targeting users’ interests and conversations rather than their data like competitors.
• The platform achieves this by matching advertisers with potential customers in subreddit communities.
• Reddit CEO states that users reveal information about themselves they don’t on other platforms.

Source: Bloomberg

5. Google deactivates Russian-based AdSense accounts

• Google announces the deactivating Russian-based AdSense accounts after suspending ad serving in 2022.
• They will begin disbursing July earnings between the 21st to 26th of August if you meet minimum payment thresholds.
• The remaining balance will be disbursed within 60 days if you meet the cancellation threshold.

Source: Google AdSense

6. Lawmakers write to Meta CEO over illicit drug ads

• A group of US lawmakers wrote to Mark Zuckerberg over the advertisement of illicit drugs on Facebook and Instagram.
• They expressed concern about their continuous facilitation of the use of illegal drugs after ongoing investigation on the same issue.
• The 19 reps sent Mark 15 questions investigating the problem, which he is to respond to by September 6.

Source: CNBC

7. TikTok makes update to alcohol policy

• TikTok updates alcohol advertising policy to adhere to applicable laws and regulations.
• To advertise alcohol, advertisers must comply with certain requirements such as promotion in approved countries, disclose alcoholic content and obtain necessary licenses.
• The policy includes a general restrictment on alcoholic ads targeting minors, featuring people below the age of 25, pregnant people, excessive drinking, amongst others.

Source: TikTok

8. Court rules Google to be a monopolist

• A US federal judge, Judge Amit Mehta, ruled that Google has violated Section 2 of the Sherman Act by monopolising search advertising.
• This decision will facilitate innovation and secure access to information for Americans.
• The court will determine the fate of Google in the next round of proceedings.

Source: The Verge

9. Google now chooses photos for local services ads

• Google will now choose from your business Local Services profile for several benefits.
• Such benefits include better user understanding, increased visibility, and ad ranking improvements.
• Advertisers must upload photos of proper size and format to their profiles.

Source: Google

10. TikTok partners with Amazon for in-app shopping

• TikTok has partnered with Amazon so users can shop without leaving the app.
• Users can enjoy this experience through product ads in TikTok’s native environment.
• Product recommendations will be displayed on the app’s For You page.

Source: PC Mag

11. X sues advertisers over alleged boycott

• X led by CEO Elon Musk, sues a group of advertisers over an alleged massive advertiser boycott.
• The suit alleged that the aliens Global Alliance for Responsible Media enabled a suspension of advertising on the platform.
• They claim that advertisers boycotted the app due to fear of their ads displaying next to hate speech and pro-Nazi content. 

Source: CNBC

12. Google updates Performance Max tools 

• Google introduces new AI Performance Max tools to enhance creativity and conversion. 
• Advertisers now have conversion metrics and third-party verification. 
• Other updates include YouTube video placements, AI image editing and expansion to App and Display campaign. 

Source: Search Engine Journal

13. Pinterest testing ad auction for publishers

• Pinterest is testing a new feature that allows publishers and news platforms to sell ads by auction. 
• This feature which LinkedIn is also testing may be the future of collaborations between publishers and advertisers. 

Source: Search Engine Land

14. Microsoft introduces impression-based remarketing

• Microsoft introduces impression-based remarketing which helps advertisers target the audience that has seen their ads previously.  
• This tool helps to enhance brand visibility and improve bids and targeting. 
• Advertisers must choose a campaign or group to create an automatic list. 

Source: Microsoft Advertising 

15. Google adds 2.5% surcharge fees for Canadian ads

• Google announces advertisers will now be paying a 2.5% Canada DST Fee effective from October 1, 2024. 
• They will add the fees to Google Ads invoice in Canada at the end of each month. 
• These surcharges are subject to sales tax, VAT, GST, QST or other taxes in their respective jurisdictions. 

Source: Google Ads 

Stay updated

Staying informed with news in the advertising industry is a critical step towards business success. Follow Primeclick Media on Facebook, Instagram, Twitter and LinkedIn to bring all the latest news and updates to your fingertips.

The post Primeclick Media’s Monthly Roundup – August 2024 appeared first on Primeclickmedia.

What is local SEO?

Local search engine optimisation entails making your website rank better in local search results. In other words, it is a strategy to make your site more visible to people close to you or your business. It ensures that when people search for businesses close to them, yours shows up first or on the first search engine results page. Hence, the benefits of local SEO range from improving visibility, and physical traffic, to building brand credibility and targeted advertising. It is, therefore, an important strategy to drive organic traffic and convert it into sales.

Optimising your website for local searches and conversions

Here are some key strategies on how to rank higher on local searches:

1. Use local keywords 

Local keywords are words and phrases that refer to a geographical location. These include names of streets, regions, cities, towns, states or countries in some cases. Local keywords are important for SEO because people use them when searching for nearby services. Using these keywords in your website content, titles and meta descriptions would provide Google with information about your location. This would help rank your content high in related searches. For example, if you run a laundry service in Lagos, you can title your content “Ojuelegba laundromat” or any part of Lagos where your business is located.

2. Claim your Google Business Profile

Claiming your Google Business Profile (formerly Google My Business) is an easy process which Google offers for free. All you have to do is create a Business Profile and fill in information about your business, including name, phone number, opening hours, location, services or products, and website. The feature integrates with Google Maps, letting people find your business on the map with accurate directions. You can also add pictures of your services and exact location.

3. Leverage customer reviews

Encourage your customers to leave reviews and testimonials under your Business Profile. This helps you build a credible digital footprint and improve your local SEO. Potential customers can gain trust in your business and choose to patronise you after seeing reviews by satisfied customers. You could offer incentives such as discounts for reviews. Ensure to respond to these reviews promptly and regularly as it shows your efficiency in providing service and keeping clients happy.

4. Incorporate local schema markup

Local schema markup is a code or data that provides adequate information about your website to search engines. Search engines require technical tags such as this to understand your content and how to rank them in searches. It uses texts, tags and images to recommend your digital content to searchers. This is, however, a step only people with technical know-how can do like our team of experts at PrimeClick Media. 

5. Optimise appropriate CTA

Use a clear call-to-action to your purchase site, address, or functional phone number, which will allow your traffic to access a sales representative for inquiries. Remember that local SEO aims to convert local traffic to your business. Hence, you should provide a seamless means of reaching your business for purchase after finding it online. You can also implement links to call or find directions to your store. Ensure your site is mobile-friendly and your CTA is accessible with a single tap.

6. Research on local interests

Find out the interests and demands of your target audience. This can inform your content and keyword choice, which helps you rank highly on search engines and attract local traffic to your business. You could also create a location-specific landing page which provides your website traffic with your address and contact information. 

Conclusion

Enhance local SEO to attract nearby customers. Follow our tips to boost visibility. Contact PrimeClick Media for a free consultation to attract and convert leads.

The post Optimising Your Website for Local Searches and Conversions appeared first on Primeclickmedia.

What is on-page SEO?

On-page SEO refers to a combination of tools you use to improve your website’s visibility and ranking on search engines. These tools target on-site factors that the audience interacts with such as the content and page speed. It also includes creating content based on popular searches. Here are some key on-page SEO tools:

• Title
• Keywords
• Meta description
• Header tag (H1, H2 etc.)
• URL structure
• Images
• Alt text
• Internal linking
• Schema markup
• Relevant content
• Page speed and mobile responsiveness

How to boost your rankings with on-page SEO

Here are some tips to successfully implement SEO on your website:

1. Optimise your title and meta description

Your title is the first point of contact for the audience. Ensure that your title is descriptive, concise and matches the website content. It may be cut short if it is too long and the audience would only see it partially. Your meta description or meta tag is a summary of the website content. It appears under the title tag on a search engine result page. These two tools are not only useful to the reader, but they are also useful to the search engine. Search engines like Google can detect if your content is relevant with your title and meta tags.

2. Use relevant keywords

Keywords are the bane of every successful SEO and here is why. People are constantly searching for information using certain words. These keywords help search engines understand website content. They also rank them according to relevance for the searcher. Hence, conduct extensive research on popular keywords before you create content. Then, use these keywords in different parts of your webpage such as the title and meta description. It is important to use long-tail keywords that imitate human-like searches such as “restaurants in Surulere”. If you were to use this keyword for your title, you could use it this way, “The best restaurants in Surulere” or “The most affordable restaurants in Surulere”.

3. Optimise images and alt texts

Using relevant high-quality images in your content is a great way to capture a reader and simplify complex information. For example, if you are writing about “how to use a discount code on your website”, you can add a screenshot of the process. An alt text is a short description of an image. It is helpful for users who can not see your content. It also helps search engines understand the relevance of your content and rank your page higher.

4. Use header tags

Header tags are tags for dividing headings and subheadings on a website. They help to structure the content in terms of relevance or key sections. They are H1 to H6 and it is important to use each one in order of hierarchy. For example, you should use H1 for your title, H2 for a subheading and H3 for a subheading under an H2. You should use relevant keywords in your header tags for better readability and search engine optimisation. For example, some good H2s for an article on “The best Amala spots in Lagos” are:

• What are the best Amala spots in Lagos?
• How much do Amala spots cost?
• How to find an amala spot within your budget

5. Create internal links

Internal links are hyperlinks that direct the audience to another page on your website. This helps search engines understand your content and rank it as relevant. It also assists the audience in finding other relevant content on your website. This gives them the presumption that you are knowledgeable in the field and creates some form of trust in your brand. This is also a good way to generate a call to action for your products or services.

6. Post relevant content

While your post may be for advertising, it is important to post content relevant to your target audience. This is a great way to capture their attention and build trust in your brand. Such content can be listicles, news or monthly roundups in your field for readers to stay up-to-date. A good rule of thumb is a post that shows EEAT (expertise, expertise, authoritativeness and trustworthiness). 

7. Page speed

It is important that your page loads fast and responds well on mobile devices. Google ranks webpages not only on content but also on user experience. This way, if your site does not rank high on search engine result pages, it may indicate that it loads slowly.

Conclusion

On-page SEO is no doubt a vital tool for digital advertising. A successful SEO requires the technical know-how to enhance your digital presence. These strategies can, however, be technical for businesses to implement. Book a free consultation with PrimeClick Media for a comprehensive guide to improving your site’s visibility and converting organic traffic. 

The post Boost Your Rankings with On-Page SEO appeared first on Primeclickmedia.

1. Meta launches AI photos

• Meta AI introduces AI-generated photos with a new tool, Imagine Me.
• Imagine Me creates images based on prompts while texting or making a post.
• Meta apps like Facebook and Instagram can now edit or alter images with the new Edit with AI button.
• It is available in 22 countries and seven additional languages including French, German and Hindi.

Source: Search Engine Journal

2. Yelp launches updates for advertisers

• Yelp introduces new updates for advertisers to facilitate lead generation and management.
• The Request a Quote feature, which helps brands generate customer leads, is now available for multi-location brands through the AI-powered Yelp Assistant.
• The Yelp Guaranteed project helps provide a $2,500 cover for businesses if a project with their customers goes wrong.
• Verified License program helps consumers find legitimate businesses with licenses and Portfolio provides a photo collection for businesses to showcase their products.

Source: Yelp

3. Google Ads releases Editor version 2.7

• Google Ads Editor version 2.7 has new features including AI-generated assets such as descriptions and long headlines for asset groups.
• Advertisers can now include partners in Demand Gen campaigns.
• Other new features include a new customer acquisition goal, account-level content label exclusions, a fixed CPM bidding strategy, and support for account-level negative keywords, among others

Source: Google Ads

4. New Microsoft Advertising brand lists are out

• Microsoft Advertising rolls out brand lists to optimise ad visibility and brand image for Performance Max campaigns.
• These brand lists offer benefits such as risk mitigation, relevant content display, and ROAS optimization.
• They also provide cover for potential brand misspellings within search query ads.

Source: Microsoft Advertising

5. Reddit unveils Lead Generation Ads

• Reddit launched Lead Generation Ads, a powerful new format, integrating Zapier to help businesses generate better quality leads.
• It offers easy and secure information collection without users leaving Reddit.
• Users can also enjoy privacy and lower cost per lead with higher submission rates than before.

Source: Reddit

6. Meta adds overlay ads to Reels

• Meta updates ad placements for advertisers with Facebook overlay ads and post-loop ads on Reels.
• They have brand safety tools such as inventory filters, block lists, publisher lists and delivery reports for users.
• You can set it up under Meta Ads Manager.

Source: Meta 

7. Apple updates ad placement in App Store

• Apple has moved the ads section on the App Store to a prominent spot below the search bar.
• This makes suggested apps more visible to Apple users, and they can now expand it to view more suggestions.
• The Discover section has been removed from the search bar while Top Charts has been moved to the Browse section.

Source: Swipe Insight

8. Taboola set to sell ads to Apple

• Taboola strikes a deal with Apple to power ad placements on Apple News and Apple Stocks.
• Apple’s global ad revenue is set to hit $10.34 billion, so this partnership is a bid to outsource and expand sales operations.

Source: Axios

9. Google Merchant Center Next coming soon

• Google announced that an updated version of Google Merchant Center will be available to all merchants starting in July.
• Google Merchant Center Next has a refreshed user interface, reinvented complex features and new experiences.

Source: Google

10. Meta recommends GA4 integration

• Meta encourages advertisers to link GA4 data for better ad performance.
• The benefits of this integration include more accurate conversion attribution and cross-platform user journeys.
• Advertisers can also gain insight into how Meta ads influence website traffic and user behavior.

Source: Search Engine Journal

11. Amazon introduces Rufus

• Amazon introduces a new AI shopping assistant, Rufus, to all U.S. customers.
• The feature offers product recommendations and comparisons, insights from customer reviews and expert analysis.
• Customers can view updates on fashion trends and the latest tech.
• It is important to note that Rufus may not always provide accurate information.

Source: Search Engine Land

12. Microsoft Ads releases AI asset recommendation

• Microsoft Ads releases AI asset recommendation for video and display ads.
• Advertisers can use this feature by inputting their landing page URL and the AI generates video ad recommendations.
• This feature helps businesses create more creative campaigns seamlessly.

Source: Search Engine Land

13. TikTok restricts ads for teens

• TikTok places restrictions on ads that target teens, stopping advertisers from reaching US teens through personalised targeting and campaign selections.
• Advertisers will only be able to reach teens with a few broad options such as language, location and device information.
• Advertisers are now required to disclose if an ad is AI-generated through an AIGC label on the ad.

Source: SocialMediaToday

Stay updated

Staying informed with news in the advertising industry is a critical step towards business success. Follow Primeclick Media on Facebook, Instagram, Twitter and LinkedIn to bring all the latest news and updates to your fingertips.

The post Primeclick Media’s Monthly Roundup – July 2024 appeared first on Primeclickmedia.

1. Study reveals the best time to post on Facebook

• A study by Hootsuite recently revealed that the best time to post on Facebook in 2024 is 7 am PST on Tuesdays. 
• Tuesdays were also found to be the days with the highest engagement on the social media app. 
• This insight is great for business owners and advertisers to connect with their target audience when they are most likely to be active on Facebook. 

Source: Hootsuite

2. Meta launches three tools to aid business growth

• Meta introduced three new features for business owners at the Cannes Lions International Festival of Creativity to drive performance with optimal creativity. 
• The products are an AI chat feature, a set of marketing messages tools and the Threads API for content sharing. 
• A medical apparel company, White Coat Manila, reported saving 20% on customer support by testing this new Messenger feature. 

Source: Meta

3. Reddit launches revised conversation ads

• Reddit launched a revamped version of conversation ads at the just concluded Cannes Lions Festival in France. 
• This tool is designed to reach a targeted audience by placing in between comments on Reddit conversations. 
• This update aims to drive higher conversion as brands that target both feeds and conversations record an 83% increase in brand awareness and 5.46% in higher action intent. 

Source: Campaign US

4. Instacart expands shopping ads to YouTube 

• Instacart is now expanding its media ads feature to YouTube where viewers can shop for same-day delivery. 
• This would feature creative video ads which automatically convert high-intent viewers curated with YouTube’s data. 
• Clorox and Publicist Media are the first companies partnering with Instacart on this feature. 

Source: Instacart 

5. Google Ad Manager introduces programmatic email ads

• Google Ad Manager launches programmatic email ads for email newsletter publishers.
• To use this feature, you will create or select ad and line units, create a newsletter tag and paste the tag where the ad displays.
• This feature is only available to Google Ad Manager 360 users.

Source: Google Ad Manager

6. Google and other tech companies partner to restrict alcohol advertising from minors

• Google, Meta, Pinterest, TikTok, Snapchat and X partner with alcohol brands to ensure alcohol advertising reaches only adults of drinking age.
• The International Alliance for Responsible Drinking (IARD) led this partnership as a measure to promote responsible drinking and sensitisation.

Source: The Drum

7. Pinterest launches AI ad tools

• Pinterest launches generative AI features for safer and more creative advertising campaigns.
• One of the tools is an Ad Labs feature to create aesthetic backgrounds for Product Pins and interactive shoppable ads.
• The update is also strengthening brand safety through partnerships with IAS and DoubleVerify.

Source: Search Engine Land

8. Google launches Accelerate with Google

• Google launches Accelerate with Google, a marketing resource centre for advertisers to access all AI functions and tools.
• The resource hub features a library of video tutorials, upcoming live streams on AI marketing issues, skill assessments and resources for campaign creation and insights.
• This feature is only available in the US, Germany and India. 

Source: Search Engine Land

9. Brave introduces search ads

• Brave, a web browser company, launched search ads on their search engine called Brave Ads.
• Advertisers can choose to display their campaigns on their news feeds or notifications.
• The pricing starts at $10,000 for each managed service campaign.

Source: Brave

10. Google Ads introduces Brand Recommendations

• Google Ads introduced a new section for advertisers, Brand Recommendations, which analyses their account history, campaign settings, trends and insights for improvements.
• It features five categories including ads and assets, bidding and budgets, keywords and targeting, and measurement.
• Advertisers can click on any of their CPM or CPV campaigns to use this feature.

Source: Google Ads

11. PayPal builds ad business

• With shoppers’ data, PayPal plans to start its own ad sales business.
• The company has hired Mark Grether (who led Uber’s ad business) to create ad formats and oversee hiring.
• They launched Advanced Offers in January to help merchants display targeted ads for their discounts and promotions to PayPal users.

Source: Wall Street Journal

12. Meta introduces automatic product catalogues

• Meta rolls out automatic product catalogs which allows business owners to update products directly from their websites.
• This update features automatic product updates from the website and automatic catalogues created using data from the website.
• This feature aims to simplify e-commerce solutions, however, advertisers can toggle it off. 

Source: Swipe Insight

Stay informed

Staying informed with news in the advertising industry is a critical step towards business success. Follow Primeclick Media on Facebook, Instagram, Twitter and LinkedIn to bring all the latest news and updates to your fingertips.

The post Primeclick Media’s Monthly Roundup – June 2024 appeared first on Primeclickmedia.

What is personalised advertising?

Personalised advertising involves analysing customer data such as search history, preferences, demographics and purchase history to deliver tailored ads suitable for each customer. It uses data analytics and machine learning to understand user behaviour and creates ads that resonate with them. This contrasts with generic advertising in which you send the same ads to all your customer base with different interests and needs.

Benefits of personalised advertising 

The following are the reasons why personalised advertising is beneficial for your business:

1. Improve relevance

With the number of irrelevant ads received daily, it is a usual practice by the audience to ignore them. It is, therefore, important that business owners send out tailored ads relevant to the audience. This relevance stands out and captures their attention quickly.

2. Increase conversion rate

Sending ads specific to customers increases the likelihood of them purchasing or carrying out some other action. This is because they are interested in the products or services you are advertising. Your customers have probably also been thinking about purchasing your product before receiving the ad. This ultimately leads to a better conversion rate for your ads.

3. Foster brand trust

An Adobe study revealed that seven out of ten customers patronise businesses they trust more. Receiving relevant ads is a great way for customers to build trust in your business. A good reason for this is that they believe you understand them and prioritise their needs. Overall, it also increases their loyalty to your business.

4. Improve user experience

Personalised ads improve the experience of your customers with your business. By providing them with meaningful content, they experience delight in your service. This helps improve brand trust and customer retention rate.

5. Optimised ad spend

Personalised advertising ultimately increases the conversion rates of your ads. This helps you effectively allocate your budget on ads and achieve a better return on investment.

How to leverage personalised advertising in digital advertising

The following are some strategies for incorporating personalised advertising in your ad campaigns:

1. Data collection and analysis

You can start by collecting relevant data from your target audience such as their preferences, interests and purchase history. This is important for understanding your target audience to deliver ads that are relevant to them. AI is a great tool for collecting and analysing data to derive meaningful insights about your target audience. You can also use surveys or questionnaires for data collection.

2. Customer segmentation

Based on the data, the next step is to segment your customers based on their characteristics or similarities and differences. For example, you can group customers based on their genders, age groups, skin types, and food choices. This segmentation would help to develop campaigns that resonate with the interests of each group.

3. Buyer personas

A buyer or user persona is a fictitious representation of your ideal customer based on data collected. This is necessary for product development, creating campaigns tailored for them and improving customer retention. Coca-Cola incorporated personalisation with the “Share a Coke” campaign in 2011. This campaign entailed imprinting people’s names on their bottles. Customers were excited to find their names on bottles such as “Share a Coke with Tola”. This increased their sales by 7% as over 250,000 personalised bottles sold in the first three months of launch.

4. A/B testing

All campaign strategies require continuous testing for effectiveness. You can try different personalisation strategies and see which resonates best with your target audience. Request feedback from your customers to know how they feel about your ads.

5. Data privacy

You must prioritise customer data privacy, especially during collection. Make sure to ask permission before collecting their data and explain the purpose of it. Also, assure them that you will comply with data protection ethics and responsible data use.

Conclusion

Personalisation is a powerful tool to attract your target audience with content that is relevant to them. It requires a combination of strategies and continuous testing for optimal performance. Book a free consultation with PrimeClick Media and let our team of experts guide you through hitting your sales target with personalised advertising.

The post Unleash the Power of Personalised Advertising appeared first on Primeclickmedia.

Data analytics in digital advertising

Data analytics refers to the process of collecting, organising, analysing and interpreting data to make informed decisions. In digital advertising, it refers to the use of data to create ad campaigns that are more likely to convert. Such data includes metrics such as clicks, conversions, impressions and engagement rates that help understandads’ performanceg. 

Benefits of data analytics in advertising

The following are some of the benefits that data analytics provides advertisers:

1. Optimising ads

By using analytics, advertisers can track the performance of their ads and understand which campaigns are performing better than others. It exposes you to the intricacies of how your audience has interacted with different parts of your ad, such as the copy, ad layout and call to action. This way, you can allocate your ad budget more effectively and ensure maximum ROI.

2. Enhanced targeting

Data analytics provides you with invaluable information about your target audience so you can tailor your ads accordingly. Advertisers can create enhanced targeted ads for their prospective clients by incorporating information about their interests, needs, demands and behaviours. Such uses are more likely to engage and convert ads that they resonate with.

3. Multi-platform integration

Utilising the combined data from different platforms and social media apps allows advertisers to deliver consistent campaigns to their target audience. Hence, they can use their learned interactions to reach their audience across different channels. This increases engagement and conversion rates.

4. Demand insights

Through data analytics, advertisers do not only learn the performance of their ads but also which products are best selling. You can gain insights into what services the users are signing up for or which plans they subscribe to. This information is also beneficial for reducing your business’s churn rate if applied effectively.

5. Timely and cost-effective

With just a click on your analytics tool, you can gain real-time information about your ads. It is a quick, easy and cost-effective mechanism to produce relevant ads and increase conversion.

Concerns about using data analytics in digital advertising

While data analytics is a useful tool, it has raised certain concerns in stakeholders; advertisers and consumers alike. Some of them are discussed below:

• Breach of privacy

The process of collecting data of users across platforms has been argued to be a breach of privacy of social media users. Companies gain access to the personal information of the audience to create better ads. This process can be hijacked by cybercriminals to perpetuate vicious acts such as impersonation, fraud and ransomware. Google has become one of the first platforms to phase out the use of cookies on their websites to limit the tracking of user information across platforms.

• Data misinterpretation

Analytics involves sifting large amounts of raw data, which can be difficult to organise. If you do not employ expertise, the data may be interpreted incorrectly, leading to possible media waste. This also relates to the fact that analytics are not always accurate.

• Complexity

User behaviour is largely dynamic and ever-evolving. It can be complex to keep up with the trends and behaviours of consumers as they occur.

• Clickbait

With information on user preference being very easy to acquire, some advertisers have become prone to using clickbait to attract engagement on their websites. While this may prove effective in gaining clicks, it is counterproductive as the audience are likely to click off if the content on the website is different from what is on the ad.

• Unpredictable production challenges

In cases of high conversion, businesses may be unable to keep up with high demand and orders if supply is insufficient. On the other hand, businesses may incur a loss if they provide a large supply, but conversion does not meet up with it. User behaviour can be dynamic and unpredictable, even with analytics.

What’s the takeaway?

Data analytics is important to gain a deeper understanding of the performance of your ads. However, as this article has discussed, analytics also opens room for some concerns and shortcomings. Start a free consultation with Primeclick today to discuss with advertising experts how to navigate these shortcomings to achieve excellent ad results.

The post Achieve Better Ad Results with Data Analytics appeared first on Primeclickmedia.

1. Google’s AI Overviews set to feature ads

• Google launched a new generative AI to US users which provides summaries of queries in the search results.
• A week after the launch, they revealed that users would soon start seeing Search and Shopping ads above the AI overviews.
• Advertisers do not need to enable this feature.

Source: Google

2. TikTok launches AI TikTok Symphony

• TikTok is set to launch a set of AI advertising tools called TikTok Symphony to help advertisers with scripts and videos for their ads.
• The advertising suite features an Assistant that finetunes their scripts for campaigns.
• It also has a tool named Ads Manager Integration which helps brands optimise their existing videos on TikTok.

Source: Microsoft Start

3. Google introduces shopping ads

• Google introduces a new ads feature for brands to include short-form videos in their ads.
• The ads will include AI summary, 3D shoe spins and virtual try-ons to assist the audience with purchase decisions.

Source: Search Engine Land

4. Google Ads modifies disclosure policy

• Google Ads updates its disclosure policy for event ticket sales, effective from June 10, 2024.
• The disclosures would now be revealed in the top 20% of any destination when reached through an ad.
• It must also be presented in a font equal to or bigger than most of the text on the page.

Source: Google

5. Google restricts suspended ads account 

• Google will restrict the functionality of suspended advertiser’s accounts, effective June 2024.
• These limitations will cut across billing options, account settings, appeals and verification, security settings, navigating the account and reading information.

Source: Google

6. Conversion rates for ads further decline in 2024 

• According to reports by Word Stream, conversion rates for search advertising continue to decline in 2024. 
• The report recorded an average conversion rate of 6.96% in 2024 compared to 7.04% in 2023 and 7.85% in 2022.
• The industries with the best average CTRs were Arts and Entertainment (13.04%), Sports and Recreation (9.66%), and Real Estate (9.20%).
• The industries that recorded the lowest average CTRs were Attorneys and Legal Services (5.30%), Home and Home Improvement (5.59%) and Dentists and Dental Services (5.38%).

Source: Word Stream

7. Google launches Performance Max for Marketplaces

• Google has launched a new Performance Max for Marketplaces to convert more sales on the platform. 
• The new feature will direct shoppers to the sellers’ product seamlessly and automate ads across Google Ads channels. 
• To unlock this feature, business owners need to connect their account to the marketplace. 

Source: Google

8. Meta launches new AI advertising tools 

• Meta has launched new generative AI to help advertisers automate campaigns. 
• These tools will specifically help with image and text generation for ad campaigns. 
• This update will cut across ads on Facebook and Instagram platforms. 

Source: Search Engine Land

9. Google to automatically pause inactive keywords

• Google has notified advertisers that it well pause low activity keywords that have received no impressions for over 13 months.
• This move is to help advertisers focus on keywords that generate conversion. 
• However, advertisers can unpause keywords they believe will drive results 

Source: Search Engine Journal

10. Google introduces six Performance Max updates

• Google has added six new AI features to Performance Max. 
• These features are Customer Value mode, customer retention goal, detailed demographics, budget pacing insights, account-level IP address exclusions and final URL expansion. 
• They claim that advertisers who are testing these features are recording over 9% conversions with the same Return on Ad Spend. 

Source: Search Engine Land

11. More updates from Google at annual marketing event

• Google rolled out more new updates for advertisers at the Google Marketing Live 2024 on May 21, 2024. 
• Advertisers can now generate high-quality creative assets with up to five times more speed. 
• They can also create targeted video ads on YouTube, Discover and Gmail. 

Source: Search Engine Land

Stay informed

Staying informed with news in the advertising industry is a critical step towards business success. Follow Primeclick Media on Facebook, Instagram, Twitter and LinkedIn to bring all the latest news and updates to your fingertips.

The post Primeclick Media’s Monthly Roundup – May 2024 appeared first on Primeclickmedia.

What is ad fraud?

Ad fraud or click fraud is the practice of fraudulently inflating digital advertisements’ impressions, engagements or clicks to earn revenue. A popular way is using bots or machines to rake up a number of views or clicks on ads. It may also involve buying fake traffic to increase social media or site adverts. Click bots simulate humans by clicking on the scammer’s ads to make them money.

They also use a group of actual humans called a click-farm who are paid to just click on ads. A significantly detrimental aspect is that people’s accounts get hacked and are  used to click on ads. This is dangerous for both users and businesses as it constitutes breaches of their data privacy. On the other hand, businesses are unable to reach their target audience organically.

How to safeguard your digital ads with AI 

Here are some ways you can use AI to safeguards your digital ads from ad fraud:

1. Real-time monitoring

AI is beneficial for fraud prevention as it helps in monitoring your ads while they are live. They flag suspicious activities as they occur, keeping business owners on top of their game. This is a great way to prevent ad frauds from occurring or stop them before they cause real damage.

2. Fraud pattern prediction

Another way AI prevents fraud from happening is by predicting future fraudulent activities from analysing data and patterns. By assessing these data, it can identify patterns that point to fraud and help you avoid the occurrence. This way, business owners can recognise potential risks and mitigate the effects on their ads.

3. Anomaly detection

AI is capable of detecting anomalies in ad traffic. It can detect unusual traffic, sudden high spikes, scroll patterns or engagements. It can also detect impressions from bots and filter them out from real humans. You can program it to block such fake conversions before they escalate.

4. Ad verification

Artificial intelligence can also verify your ads to ensure they are free from fraudulent activities. It can use machine learning to analyse your content and ensure that it pops up in safe digital spaces that reach genuine audiences.

How to leverage AI fraud detection in digital advertising

Businesses can use these strategies to leverage the benefits of AI fraud detection in digital advertising:

• Choose reliable AI providers: Partner with a reputable AI fraud detection company that offers services best suited for your business’ advertising needs. 
• Integrate AI into ad platforms: Integrate the AI tool directly into your ad platforms. You can also use ad platforms that have AI integrated into their networks before displaying ads.
• Continuous monitoring: Fraud detection is a continuous process and you may need to also double check for suspicious activities. Also, optimise the insights from the AI detection to make better decisions.
• Consult an advertising firm: This is a comprehensive solution to keep ad fraud at bay. PrimeClick Media is a results-driven digital advertising agency obsessed with helping our clients generate traffic to their websites and convert that traffic into qualified leads and customers. We would advise you on the best strategies to leverage AI fraud detection to shield your ads from cyber threats and gain real traffic that converts. Start a free consultation here today!

The post Safeguard Your Digital Ads with AI Fraud Detection appeared first on Primeclickmedia.

The Benefits of Chatbots

Below are some of the pros of chatbots in marketing:

1. 24/7 customer service

The unique selling point of chatbots is that they provide instant customer support. Customers can make inquiries and troubleshoot issues with the business at any hour of the day. About 90% of queries from customers are resolved in 10 messages or less. This ensures that businesses provide round-the-clock support to customers irrespective of time zones or opening hours.

2. Personalised recommendation 

Another benefit of chatbots is that they can provide personalised recommendations for customers. They gather information from their preferences and tailor messages suitable for each user. This way, you can advertise to each user only what is relevant to them and increase the possibility of conversion. 64% of customers prefer chatbots over regular customer service to provide personalised customer experience. 

3. Ensure accuracy

Chatbots are smart bots so they provide accurate information and solutions to problems or inquiries. They incorporate algorithms and pre-learned content to replicate an agent of your business and give answers like you would. They can also help to sort orders, order and delivery details and customer information. Chatbots can handle multiple conversations simultaneously and accurately.

4. Reduce cost 

Although Chatbots can be pricey to install, on the long run, it helps reduce cost on multiple staff. It is a great opportunity to have a marketing, sales and even customer service team all in one. You can invest these resources into production or improving the quality of your services. 

5. Improve lead generation 

Chatbots are very important for improving lead generation. They can help to analyse responses and customers going through your sales funnel. Chatbots can also help you follow up with customers if necessary. On another hand, as a smart technology, they help guide the audience through the sales funnel and help them make a purchase. For example, they can link customers to sales personnel or a form to book appointments. 

6. Collecting valuable insights

Aside from engaging your customers, chatbots are very helpful in gathering valuable insights for your business. They track user behaviours based on interactions and you can use these customer data to make informed decisions. A good example is that you can discover defects in your products from the complaints that the chatbot receives. 

The drawbacks of chatbots

Despite the benefits that chatbots afford businesses, there are still shortcomings with the technology. Some of them are: 

1. It cannot solve complex problems

Chatbots are only able to solve straightforward queries based on information available to them. They may struggle with more complex problems and nuances that require human wit and flexibility to decipher. This can be frustrating for many users. Respondents to a survey on chatbots revealed they were unsatisfied with the AI because it could not understand them or solve their issues.

2. It takes time to implement

As with any technology, chatbots consume a lot of time, resources and expertise to implement. It takes more effort to set up so that it can solve specific queries. It also requires constant maintenance and upgrading for optimal performance. Thus, there may be better options for startups or small businesses.

3. It may miscommunicate

Another failure of chatbots is their limited understanding of natural language. While they simulate human language, they cannot communicate exactly like humans. Hence, they may misinterpret slang, lingos, sarcasm or colloquial language. This can result in miscommunication or providing wrong answers to queries. 

4. Data privacy concerns

 Chatbots, as with any AI, gather user data for a better personalised experience. First, they store this data which causes the risk of being leaked or hacked by a third party.  Data privacy concerns have resulted in a huge trust gap between consumers and the technology. It is important to follow certain ethical guidelines such as encrypting stored data to ensure maximum data protection. 

Latest advancements in chatbots for marketing

Chatbots have drastically improved over the years and technology continues to improve the capabilities of AI in marketing. AI platforms are leveraging machine learning to develop more intelligent and human-like chatbots. Some chatbots operate with voice search technology and integrate with smart home devices like Alexa. They are also evolving to create emotionally intelligent chatbots that can understand customers’ frustrations and empathise with them. However, a lot of these trends are still a work in progress. Start consulting with Primeclick Media today to learn the best strategies to incorporate chatbots into your marketing.

The post Unlock the potential of chatbots for ads (Part 2): The benefits and drawbacks of chatbots appeared first on Primeclickmedia.