GIGTANK Pitch Night is Tomorrow!


Gigtank Pitch Night RSVP Page

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The crown jewel of the Chattanooga startup world, GigTank, is culminating tomorrow with all 12 teams pitching their ideas and progress. These businesses will get to present and demo their product in front of investors and raucous Chattanooga supporters, all the while, having gained the network, support system, and infrastructure they need to take their ventures to the next level. Come on out to the 5th floor of the Chattanooga Library tomorrow night @ 5:30. RSVP at the link above!

 

AdWords Importing Call Conversions


Measure the Value of Calls with Imported Call Conversions

Previously, advertisers have been able to measure call conversions using call length… Imported call conversions now allows you to go a step beyond call length and measure the true conversion value of paid calls from mobile click-to-call ads or your website.

There has always been a slight disconnect between calls that led to a sale and AdWords ads. Now, they can talk to each other a bit more with Imported Call Conversions that Google is rolling out over the next few weeks. As advertisers track their phone calls and import them into Google’s new feature, Google will automatically match up those conversions with those calls, all the way down to the Keyword level.

A few pitfalls, however. Calls can’t be tracked or matched from other sources. From Google’s support documentation:

AdWords can only match and import calls from your Google click-to-call and call-only ads. If your upload includes other sources, these calls won’t be counted as conversions.

Also, they can’t track calls from desktop or tablet ads, so Mobile only. There is a work around but it involves counting users that encounter an error message. Again, from the support documentation:

Manually dialed calls from desktop and tablet ads aren’t supported yet. (Though AdWords does support calls from your website after someone clicks a desktop or tablet ad.) You can measure what percentage of your calls fall into this category by filtering the results for the error message “AdWords can’t import calls that are manually dialed from desktop or tablet ads” with the error code DESKTOP_CALL_NOT_SUPPORTED.

SoDA Report Gives Agencies a Glimpse at the Future


Soda Report: Digital Marketing Outlook

While marketing creativity held a steady second place in value comparison to 2015, the newly introduced strategic leadership was declared the most valued skill in clients’ relationships with their agencies. This supports the notion that clients are prioritizing execution over big ideas when it comes to agency relationships. Considering that emerging technologies topped the list last year, we believe this may also point to a trend of getting back to digital fundamentals, where clients are remembering that trendy tech is fun to talk about but may not be as successful at helping them reach their goals as solid data-driven strategy.

A must read for any agency, the SoDA report spawns from an alliance of 100 or so digital agencies, ranging the geographical spectrum. Along with many other points, the report reemphasizes the need for clients and agencies to be agile, but not stray away from the foundation of what makes your business run.

Data-driven strategy is what Delegator does every single day. Give us a shout if you need a partner to help create, guide, or execute yours.

Delegator: A Google Premier Partner


badge-onlyAs the first Google Certified agency in the state of Tennessee, Delegator manages and optimizes digital advertising campaigns for clients around the country ranging from growing startup shops to $150M corporations.

Today, we are pleased to announce we have been selected as a Google Premier Partner.

“I am very excited to announce Google’s new tiered premier badge program which provides further differentiation and benefits for our most valued partners, like Delegator,” said Sara Waters, Agency Development Manager at Google. “As a Premier Google Partner, Delegator will have direct access to more resources from Google that will help drive forward their clients digital advertising strategies and meet their goals.”

Google announced the new Premier Google Partner designation on their blog last Monday:

“[The program] is designed to recognize Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers.” –Allan Thygesen, VP Global Sales & Operations

“It’s an honor to be recognized by Google for consistently producing positive results for our clients,” said Stephen Culp, CEO of Delegator. “We’ve enjoyed our close relationship with Google, and we look forward to an increased level of support that will benefit our clients.”

Key Improvements Made To Instagram


Instagram Algorithm: How Marketers Should Alter Their Strategy:

What’s new with Instagram

Sue explains several new Instagram features.

First, you can now send direct messages from an Instagram comment via mobile. When you open up Instagram and see a post you want to send privately to your team, just click on the arrow to the left of the comment and send it as a direct message. All you have to do is @mention the person you want to see it.

Direct messaging is one of the most underutilized features of Instagram, Sue believes. A lot of people don’t use direct messaging for their business. For example, when you see something that reminds you of a client or someone you want to collaborate with, you can easily send it to them as an idea without having to publicly post on that feed.

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In addition, the desktop has had a lot of great updates.

Looking at the desktop version of Instagram, you’ll see three icons on the right-hand side. Click on the explore button that looks like a compass, and Instagram suggests people for you to discover, based on your activity. In the middle, click on the heart icon to see notifications. The icon on the far right goes to your profile.

Plus you can now comment from the desktop, which is something people have wanted to do for a very long time.

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On the far left, clicking on “Instagram” takes you to the home feed, so you can easily scroll through it on your desktop. Sue says she doesn’t use the desktop much, unless she’s using Iconosquare. Additionally, she notes that you can’t upload photos from your desktop unless you use an app like Later.

A few nice improvements for the usability of Instagram, as we continue to see it mature as a platform and an advertising channel.

Better Targeting For Tablets In AdWords


Google AdWords to break up tablet & desktop and enable a mobile base bid:

Google has announced a significant change that will give advertisers more control over device-level bidding in AdWords. The news came during Google Performance Summit in San Francisco, at which Google also said it now handles trillions of searches globally — up from the hundreds of billions most recently stated — with more than half of those searches starting on mobile devices.

Over the past year or two, it has felt increasingly awkward to have bids tied to desktop when mobile usage has been ascending so rapidly. For some advertisers, it has been a growing challenge to scale mobile when bids are handcuffed to a limited desktop multiplier. To address this imbalance, Google announced that advertisers will be able to set individual bid adjustments for each device type, including mobile, desktop and tablet.

“This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have a wider range to adjust bids, up to +900%,” explained Sridhar Ramaswamy, senior vice president of Ads and Commerce, in the blog post announcing the update.

To clarify, device bidding will apply to all campaign types, even when keyword targeting isn’t used, such as in Shopping campaigns.

With conversion funnels including more steps and devices than ever, being able to target specific device types is essential due to their different use cases. This is a long awaited featured and I’m excited to see it live.

Using Social In A B2B World


How to Drive B2B Pipeline with Social Ads:

Reach Key Accounts and Decision Makers with LinkedIn Ads

LinkedIn is the world’s largest professional network with over 440+ million users. LinkedIn’s ad platform offers perfect conditions for B2B audience targeting because you’re able to show ads based on your ideal customer profile (which we defined in the last exercise).

Utilize a mix of company, function, and job title to reach specific prospects within your key account list. LinkedIn allows you to target up to 100 companies within a single campaign.

Below are some targeting combinations you can select based on the campaign’s value proposition:

  • Creating campaigns using Sales’ top account and prospect lists
    • Company + function + geo targeting
  • Creating campaigns based on the Ideal Customer Profile
    • Company + job title + geo targeting
    • Company + function + skills + geo targeting

Learn advanced techniques in our Comprehensive LinkedIn Ads Guide.

What types of B2B companies should be running LinkedIn campaigns?

  • High priced sale or high lifetime value (LTV) for product/services
  • Robust sales teams with aggressive growth goals
  • Companies with an Account-Based Marketing approach
    • The goal is to drive more engagement with key prospects in high value accounts
    • Learn about LinkedIn’s Account Targeting solution
  • Advertising budgets of $10,000 or more per month
  • Enterprise SaaS which often pairs well with all of the above

A great tactical explanation of segmenting CRM data to take your LinkedIn targeting to the next level.

The Future Of Ad Buys


Native ads expected to account for 74% of ad revenue by 2021:

Based on data from the Interactive Advertising Bureau (IAB), PwC and IHS, BI Intelligence predicts that native advertising will account for 74% of all ad revenue by 2021. It’s currently at 56%.

The BI Intelligence report breaks out native ads into three categories: social native, native-style display, and sponsored content (also referred to as premium native).

The future of advertising continues to migrate towards better targeting and supported by a backbone of content. If you want to market your business better, tell a better story…to the best audience possible. As technology and content platforms (Facebook, Twitter, etc) continue to mature, the opportunity gets better and better.

Turn Up The Volume On Facebook Videos


85 percent of Facebook video is watched without sound:

Facebook might be hosting upwards of 8 billion views per day on its platform, but a wide majority of that viewership is happening in silence.

As much as 85 percent of video views happen with the sound off, according to multiple publishers. Take, for instance, feel-good site LittleThings, which is averaging 150 million monthly views on Facebook so far this year. Eighty-five percent of its viewership is occurring without users turning the sound on. Similarly, millennial news site Mic, which is also averaging 150 million monthly Facebook views, said 85 percent of its 30-second views are without sound. PopSugar said its silent video views range between 50 and 80 percent.

This is certainly an interesting metric of advertisers, but I don’t think it tells the whole story. I believe there is an element of spurious association to blame. Because Facebook videos autoplay, a reasonable person would assume that a significant portion of the 85% receive little to no attention. So it isn’t only a flashback to the days of silent movies, but more so a highway billboard that you blow by without even noticing.

The Rising Role of Voice Search


Google says 20 percent of mobile queries are voice searches:

Earlier today, Google CEO Sundar Pichai announced during his Google I/O keynote that 20 percent of queries on its mobile app and on Android devices are voice searches. He spoke about this in the context of introducing Google’s new Amazon Echo competitor, Google Home.

This 20-percent figure is actually lower than one mentioned by Google Executive Chairman Eric Schmidt in September 2010. At that time, he said “25 percent of Android searches in the US are voice searches.” Regardless of the precise number, it’s clear that voice searches are growing.

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The range of virtual assistants, such as Siri, Cortana, Google Voice Search/Now, Viv, Amazon Alexa, and now, Google Home, are collectively training people to search using their voices and to become more “conversational” with search and mobile devices.

As the world of virtual assistants continues to surge, so does the world of voice search. In the last 6 months, we have seen a significant increase in search terms that are clearly voice-driven.  For example, “hey google what is the best office chair 2016”.  No one would ever type in a search like that, but advertisers should be prepared for this new (and growing) form of search term.