How to Run an Instagram Video Ad Campaign

July 16, 2017 in News

In an age where social media advertising is a $16.3 billion business, launching a successful ad campaign on a social media platform is essential for a brand. In particular, creating a video ad that’s adapted to mobile devices is the key to reaching a growing demographic of consumers. From 2015 to 2016, mobile video ad revenue climbed from $1.69 billion to $4.16 billion, and is expected to outpace, if not entirely replace, desktop video ads.

Of the social media platforms set to capitalize on the growth of mobile video advertising, Instagram is the one to watch. A recent report from digital benchmark agency, L2, revealed that in Q1 2017 Instagram far exceeded its competitors concerning video ad engagement: 16% engagement on Instagram versus 1.5% on Facebook and 0.3% on YouTube. With such an active user base, it’s no surprise more and more advertisers are turning to Instagram as the platform for launching their video ad campaign.

Instagram’s Advertising Potential

With an advertising behemoth like Facebook as its parent company, Instagram has both the support and role model to become a mobile advertising contender. By the end of 2017, it is predicted to comprise 10.6% of Facebook’s total mobile ad revenue worldwide, which equivocates to over $2.8 billion in revenue. Instagram’s advertising success is driven not only by a growing user base (it recently surpassed 700 million users worldwide), but also a constant rollout of new features for marketers.

Instagram global revenue

To get an understanding of Instagram advertising’s potential, it helps to analyze how users use the platform:

The introduction of video ads into Instagram Stories at the beginning of 2017 was a major development that inspired brands to launch a video ad campaign on the platform. This was preceded by other developments that helped to construct the foundation of a functional and efficient advertising platform, including the ingratiation of the Facebook Power Editor and Ads Manager and the introduction of CTAs in 2015. Marketers could now reach the 400 million+ daily Instagram users through static photo ads, traditional video ads, carousel ads, and Stories ads. This variety of venues allows businesses to capitalize on one of the most highly engaged audiences on any social media platform.

Instagram video adLaunching Your Instagram Ad Campaign

If you’re familiar with launching Facebook ads, then getting an Instagram ad campaign up and running will seem very familiar. The first step is to establish an objective for the ad: brand awareness, reach, traffic, app installs, engagement, video views, or conversions. For a video ad, your objectives may be more restricted depending on your goal.

Then, establish your target audience (which includes custom options similar to Facebook). After setting the budget, it’s time to design the video ad based on Instagram’s specifications. According to industry insights, optimizing an Instagram video ad for best possible performance includes creating a captivating and concise caption, using relevant hashtags, and keeping the aesthetic and material on-brand.

Lay's Facebook vs. Instagram ad

When done correctly, an Instagram video ad campaign can lead to a massive increase in purchase intent, brand engagement, and ad recall. Perrier’s captivating Instagram video ad campaign led to a seventeen point increase in ad recall and a four point increase in purchase intent. Lay’s meanwhile, launched an ad campaign on both Facebook and Instagram. Their Instagram video ads resulted in a 5% greater reach, 3% lower CPM, and 5% increase in sales lift versus their Facebook campaign alone.

With no end in sight of Instagram’s continued advertising growth, embracing their video ad capabilities is a strategy for all brands to adopt. Already, three-quarters of American companies are predicted to use Instagram by the end of 2017. The video ad engagement gap between Instagram and other social media outlets is the main draw for these marketers, and will continue to attract more into the future.

The Psychology of SEO and Keyword Research

June 1, 2017 in News

Humans are habitual, predictable creatures. That’s not an insult; it’s an objective fact. We each act in a way that can be assessed and analyzed in a scientific manner.

Fortunately, in the realm of digital marketing, especially paid social marketing, you can use psychology to reel your customers in. Understanding what makes your customers tick is the ultimate way to encourage your site visitors to buy your products or services and maximize your ROI.

If you’re still skeptical about the whole psychology approach to marketing, here’s a few facts that will not only change your mind, but will also shape your campaign.

Search Queries Reveal Customer Intent

Consumers usually fall within one of the four phases of the buying funnel: Research, awareness, decision, and purchase. By basing your content and keywords around one of these phases, you should be able to reach your goal.

People Are Selfish

Users typically search the internet in hopes of getting something in return. Whether that be something of tangible value, like a deal or freebies, or information, they are looking for a reciprocal transaction.

So, in order to reel in the self-interested user, you’ll need to market with your audience in mind. Don’t focus on your brand, focus on your visitors.

psychology

Long-Tail Phrases Still Reign Supreme In The Keyword Game

Using a long-tail phrase is one of the oldest SEO tactics because it works. In fact, long-tail phrases account for more than 70% of all searches.

When crafting your keywords, think in phrases instead of short, disjointed keywords.

Conversational Search Queries

In 2016, 20% of mobile search queries were voice searches. So, what does this mean: More and more search users are searching in a conversational tone. For example, a person looking for an auto repair shop probably wouldn’t type “auto repair shop New York.” Instead, they’d search for “where can I find an auto repair shop in New York.”

Focus On Sales Not Clicks

Clicks are great, but if you’re getting clicks and barely making any sales, then what’s the point?

According to Search Engine Land: “SEO is less about ‘clicks’ and more about ‘sales.’ If 9 in 10 visitors to your site leave without converting into buyers (or subscribers), then the #1 ranking on Google you worked hard for becomes less valuable. What can you do to better understand (and fulfill) a prospect’s needs?”

Marketers tend to get so caught up in how much traffic they can get that they forget to see the bigger picture: Converting into actual sales.

Winning in the world of search is about putting yourself in the shoes of your audience. Understanding their behaviors and needs is key to creating relatable content that converts.

Here’s How to Spy on Competitors and Estimate Their Traffic

May 25, 2017 in News

While paying attention to your competitors’ ratings is useful, there’s more than one reason to check the traffic flow of other websites. Whether you’d like to advertise on a certain website, or you’re interested in how the competition is ranking on Google, checking the traffic of a certain site will provide information to help you attain your goals.

Here are three bullet-proof ways to figure out how much traffic a website gets.

Alexa

Alexa, now owned by Amazon, is one of the best ways to check how much traffic a site gets. And, it’s really simple to use: Just enter a domain and it’ll show the stats, including “Estimated Page Views” and “Estimated Unique Visitors.”

Alexa also shows other stats for the site, including but not limited to, global rank, engagement metrics, and a percentage of traffic visiting the site from a search engine. The downside? You’ll need to be a paying member to get these insights, and the cost isn’t cheap: The advanced plan starts at $149/month.

Ahrefs/SEMRush/Spyfu

Ahrefs, SEMRush, and Spyfu are useful to gauge organic traffic estimates. Each of these tools offer users the data needed to do competitive research, and any professional digital marketing agency will have at least one of these at their disposal. For site traffic purposes, these tools give users an overview of monthly organic traffic, organic keywords, and paid keywords.

As a sidenote, Ahrefs is the only tool listed above that will show you “global” search traffic.

data analytics and research

Similarweb

Similarweb relies on a trustworthy set of figures in order to get its estimated traffic stats.

According to the Similarweb site, this data, “comes from 4 main sources: 1. A panel of monitored devices, currently the largest in the industry; 2. Local internet service providers (ISPs) located in many different countries; 3. Our web crawlers that scan every public website to create a highly accurate map of the digital world; 4. Hundreds of thousands of direct measurement sources from websites and apps that are connected to us directly.”

Similarweb “guesstimates” the following traffic stats:

  • Total visits for the past month (including whether or not the traffic us up/down compared to the previous month)
  • Pages per visit
  • Average visit duration
  • Bounce rate

In addition, Similarweb offers:

  • Traffic by countries (desktop)
  • Top referring sites
  • Traffic sources (referrals, direct, search, etc.)
  • Top five organic keywords

Bonus Tips

Stats can only get you so far. Here’s a few other tips to help you out:

  • Check out the number of Youtube video views
  • How many comments is this site getting on its posts? How many shares?
  • Check out the engagement level of their fan pages (i.e. Twitter, Facebook)

Snapchat Just Can’t Compete Thanks To Its Lack of Algorithmic Feed

May 22, 2017 in News

In many respects, Snapchat is the social media platform on the rise. It recently announced an update to its ad management platform, which would put it on track to reach $1 billion in revenue this year, and it boasts a daily active user population well over 150 million. Additionally, it has experienced meteoric growth year over year and continues to bring new features and updates to expand and engage its user base.

However, one of the ways in which Snapchat is still losing out to its competitors is with its lack of a smart feed to bring the most relevant, interesting information directly to Snapchatters. Without this intuitive feature, experts are predicting Snapchat’s growth is likely to plateau at 300 million active users due to impediments to new user engagement.

The Importance of the Algorithm

An algorithmic feed may not seem like a crucial feature to the average social media user; in fact, they probably don’t even realize what pops up on their news feed is based on anything in particular, really. That’s essentially the goal of a smart interface, though: Engage the user with more relevant content in an organic-seeming manner. The consequences of being able to target user interests in an ultra-specific way extend far beyond making the platform more appealing to the audience.

Image courtesy of The Next Web

 The classic algorithmic-based social media pioneer is Facebook. Since introducing a crude version of their algorithm with the incorporation of the News Feed feature in 2006, it has been re-worked and updated to be the prime example of the best in the business. While holding on to an monthly active user base totaling over 1.9 billion worldwide, the social media leader also earned over $1.8 billion in revenue in Q1, 2017. Its quarterly earnings reflect one of the larger effects of an algorithm-based feed: Advertising and marketing appeal. By extracting the information the algorithm provides insight into, companies are able to create campaigns that are far more successful by honing in on their ultimate target consumer.

Instagram and Twitter, too, experienced the added boost a smart feed can bring. When Twitter switched to this style of presenting users with information, the once-struggling platform attracted an additional 9 million users at the start of 2017. As Instagram transitioned to an algorithmic way of showing users new posts, it experienced a surge in users, too, adding 200 million to its total count to reach 700 million.

Instagram also launched a Stories feature modeled closely after Snapchat, though employing an algorithmic sorting software. After this introduction of direct competition, Snapchat’s growth rate declined 82%. Though Snapchat’s user population is high, it’s lack of an intuitive feed to promote sustained exponential growth rates and attract advertisers can ultimately lead to its demise.

Image courtesy of The Verge

But Wait: There’s Hope

As of mid-May, Snapchat announced it is working on developing an algorithm-based solution to its display feed. Though some brands already advertising on the app fear this will introduce unfair competition in that it will penalize some while boosting others, the implementation of an intuitive feed will allow Snapchat to be a more competitive player, while letting it enjoy the advantages of such a feature.

Already, advertising on Snapchat can yield huge results. PopSugar, for example, disclosed that its sponsored messages on Snapchat receive almost 1 million daily views. BuzzFeed, another major digital player, said 20% of all of its video views come via their Snapchat account. Imagine the appeal, then, on both a user and advertiser end, if Snapchat can succeed in developing and integrating an algorithmic feed.  

The Best Facebook Ads From 2016 (And Why They Work)

May 2, 2017 in News

On both mobile and desktop platforms, Facebook is the social media behemoth with the biggest user base. Having exceeded 1.23 billion daily active users as of December 2016 and growing, this massive audience represents a huge pool of consumers. The potential to make millions by targeting even a tiny segment of Facebook users has attracted companies across every industry, as demonstrated in the platform’s ad revenue of $8.81 billion at the end of Q4, 2016.

Nearly every business wants a slice of the Facebook advertisement pie because it represents huge growth potential for them in terms of both ROI and brand awareness. However, not every company succeeds in their campaign. Just like with any other kind of marketing, Facebook ads can flourish or flop based on certain factors. These range from visual appeal to placing the call to action (CTA) button in the right place. Here, we’ve rounded up the best Facebook ads from last year that highlight the “do’s” of advertising on this social media.

The Ads

EE Shop

EE Shop

When it comes to successful advertising, a touch of humor is always a good strategy to employ. In this ad, it brings a touch of humanity and relatability, while the high-definition image and customized typography draw the viewer in initially. According to John Rampton, a leading Top 50 Online Influencer, “Start with an engaging headline that will draw people in but keep the body of your text simple, easy to read and straight to the point.” This ad accomplishes just that with it’s clear offer and call to action button, which includes a conversion pixel to track clicks and website visitors.

Village Eatery

Village Eatery

Facebook’s targeting tools are unrivaled in their ad campaigns. This advertisement takes advantage of that with location tracking, ensuring this only appears to people within the geographic location selected (presumably near the establishment). The tempting image and catchy copy are just the right elements to encourage viewers to take action.

The Digiterati

Digiterati

This ad demonstrates the wide range of capabilities within the Power Editor feature on the Facebook ad platform. Not only has the company employed a vanity URL, but also has a customized CTA and an additional “Like Page” action button. By incorporating as many options as possible for viewer engagement, this ad has a greater chance of success in terms of achieving its goal of website clicks.

Rue La La

Rue La La

The ability to expand advertising mediums beyond print is one of the greatest advantages in digital marketing. Options like videos and carousel ads reach and relate to a wider audience, enhancing their effectiveness. This ad from Rue La La accomplishes just that, with a captivating video and engaging description. For ecommerce companies, especially, utilizing videos to show off products is a great way to entice consumers, and including a link to shop is just the right kind of call to action.

NatureBox

NatureBox

For an ad all about getting people to Like their company page, the keys to success are an engaging image, value proposition, and tempting descriptions. With a relatable catchphrase as a headline, and emphasis on their ethos of all natural snacking, NatureBox does an excellent job of portraying their brand and attracting Likes.

The Look of Silence

Look of Silence

Carousel ads, like video ads, are a digital medium that can heighten a user’s experience and encourage them to action more effectively. This advertisement makes the most of this template with high-quality, informative imagery. Additionally, the utilization of unique calls to action below each image tailors the experience to the viewer, and provides more opportunities for conversion than just one CTA.

Paper

Paper

For Facebook ads aimed at encouraging app installs and downloads, the main features are a thumbnail photo, very brief text, and the call to action button. Paper goes one step further in their ad to include a star rating system, which provides an extra layer of trustworthiness and adds value to the product. As mentioned by Jerry Kelly, the Chief Marketing Officer and partner at Marketing 360®, in reference to effective design in Facebook ads, “If possible, show people using your product in your ad and focus your message on keeping it simple and consumer focused.” For an app-related ad, this advice is especially crucial, and Paper demonstrates how to follow it effectively.

Jasper’s Market

Jasper's Market

This ad focuses on marketing an upcoming event and employs a tantalizing, but still relevant, image and an inclusive description to encourage RSVPs. The use of “us” and “our” lets viewers feel like they are a part of the company, while the enticement of delicious food is added incentive.

123-reg

123-reg

Like NatureBox, this ad is aimed at achieving Page Likes. Also like NatureBox, it succeeds in this endeavor with a stylish image and clear, value-add language in its description. 123-red addresses they “why” on every consumer’s mind (Why should I Like your page?) with a concise description that both explains and entices.

How Google’s Algorithm Ranks Websites

February 23, 2017 in News

If you’ve ever asked about Google rankings and why a website appears higher in your search results, you’re not alone. Usually, the answer is explained with a flash of waving fingers and the words “Google algorithm”. As helpful as that description is, there is a fairly simple explanation behind this fairy-tale-seeming science. It’s easiest to start by looking at a site on all of its different levels, from domain to page content.

Domain Name

The domain is one of the first and most obvious places that Google looks to for ranking factors. It is here that the most obvious and important keywords for a business appear. For best results, include your target keyword in the domain name.

Onsite Pages

Each page on your site is an opportunity to add keywords. Relevant keywords translate to a higher Google ranking. The four tips to remember for on-page content:

  • Frequently use keywords. The more often you use a keyword, the more Google recognizes it as relevant.
  • Include keyword in the title tag.
  • Optimize images. This also improves relevancy, therefore improving SEO.
  • Increase the amount of content on the page, which lets you include more keywords and cover more relevant topics.

social media

Social Media Influence

Google takes the amount of social media shares and activity around a site pretty seriously. The more coverage a site has, the higher it tends to rank. For example, the more tweets a page has, the higher it appears on a search engine page. When it comes to Facebook, Facebook shares are more powerful than Facebook likes, and work similarly to a backlink.

Site Level

The Google algorithm will look for certain factors on a website-wide level. Things like including appropriate contact information and updating your site frequently will translate favorably in the search rankings.

Backlinks: Best Practices

A common misconception about backlinks is that quantity is better than quality. Google actually favors just the opposite formula in its search engine rankings, so remember these backlink tips:

  • Backlink from older, not newer, domains. These aged domains are more legitimate.
  • Make sure the page rank of the site linking to yours has a high page rank. Again, it’s a legitimacy issue.
  • Embed backlinks directly in the page content. Placing them on the sides or footer of the page makes them less helpful in boosting your rankings.

Taktical Delivers

October 31, 2016 in News

Taktical is proud to announce that we were recently identified as a Top Digital Marketing Agency in New York City by Clutch, a business-to-business market research firm based in Washington, D.C. Clutch scours the globe to find, evaluate and share information about top digital marketing agencies around the globe. Their proprietary evaluation methodology is rigorous and includes third-party, one-to-one interviews with agency clients.

If you use digital marketing services, you know that the market landscape is a crowded one. That’s what makes Clutch’s independent evaluations so powerful—for agencies and the clients they serve.

Since 2011 Taktical has been focused on SEO and PPC. We provide services in digital strategy, email marketing, content marketing and UI/UX design. We’re a team of obsesses, data driven internet marketers and we’re proud to know that our experience shows. Clutch always provides research in SEO services.

From one of our clients:

“Taktical’s personal approach sets them apart. It feels like they put us first and that they care about our business… I’ve worked with a lot of agencies over the years, and Taktical is one of the best ones I’ve worked with.”

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Results matter in the digital marketplace and we’re always excited when we’re able to help clients demonstrate the real, bottom-line impact of our work. We’re also delighted to hear that clients appreciate the “softer side” of what we do.

Interested in learning more? We invite you to visit our Clutch profile.

 

 

 

 

Here’s How Pokemon GO Became an Overnight Phenomenon

August 15, 2016 in News, Small talk

For years, despite the clamboring of fans everywhere, Nintendo had stubbornly refused to develop mobile games. Perhaps it was the success of SEGA and Capcom ports on the mobile platform, perhaps it was the underwhelming performance of the Wii U, or maybe a combination of pressure from investors and falling stock, but in 2015, Nintendo realized sequestering themselves from the massive mobile market, was acting against their best interest. Early that year, CEO Satoru Iwata announced that Nintendo would finally be coming to smartphones.

 

Almost exactly a year later, Nintendo took their first steps into the mobile landscape with the social app Miitomo. The app immediately jumped to the top of the charts, but the success was short lived. A recent report showed that the app is in decline and Nintendo is having trouble maintaining active users.

 

Enter Niantic Labs. The San Francisco based company was founded by John Hanke as an internal startup within Google in 2010. Over the next four years, Niantic rolled out two mobile games, one of which was Ingress, an augmented reality game which would later become the basis for Pokemon GO. Only one year ago in 2015, Niantic officially split from Google, but Google, along with Nintendo and the Pokemon Company, quickly saw an opportunity and the three became majority investors in Niantic, pledging $30 million combined to support Niantic’s future projects. Thus Pokemon GO was born. A year later, Pokemon GO was released and Nintendo stock jumped 35% due exclusively to Pokemon hype. Over night, Pokemon became a worldwide phenomenon. But it’s not simply coincidence or luck. Pokemon GO relies heavily upon several factors that create the perfect formula for the game.

Malik-Pokemon-1200

The app relies heavily on the nostalgia of people who grew up with the Pokemon GameBoy game and TV show. Catching a new Pokemon mirrors the excitement of opening a brand new pack of Pokemon cards and adding them to your collection. Additionally, for people who didn’t grow up knowing all the words to the Pokemon theme song, there’s an air of excitement in discovering a Pokemon you’ve never seen before or seeking out the strange silhouette displayed in the “nearby” menu.

 

Despite being relatively primitive in its implementation (and limited by the power of the smartphone) Pokemon Go takes advantage of augmented reality technology to make the game even more fun. A game that could easily be simply flicking a Pokeball at 2D rendering of a Pokemon on a pre-rendered background, but Pokemon Go chooses to immerse its user base by placing the well-designed models in the real world to emulate the experience of the GameBoy games.

 

With the steady decline of the WiiU, the failure of StarFox 0, and Mighty No. 9, as well as rapidly falling stock and multiple other missteps, Nintendo needed a win before the release of its new console, the NX, in 2017. At the same time, fans were clamboring for anything Nintendo and Pokemon GO launched at just the right moment, giving fans (and newcomers) exactly what they need–an AR app with Nintendo IP and the promise of longevity.