Online Shopping Surpasses Retail During Black Friday and Cyber Monday


NPR’s Morning Edition reports that during Black Friday and Cyber Monday, the majority of consumers chose to shop online rather than in stores. According to a survey by the National Retail Federation, 44% of consumers shopped online over the Thanksgiving weekend, while 40% shopped in stores. Two quotes stuck out:

Sonari Glinton paraphrasing Sonia Lapinksy: “Consumers have gotten far more comfortable shopping on their phone. It’s given the consumer the upper hand”.

And:

Sucharita Mulpuru: “When shoppers are choosing not to shop in your stores and are choosing instead to go into different channels, it basically highlights that you made a bet on a channel that did not have legs long term. You essentially made the wrong bet.”

Consumers prefer information and convenience; accordingly, ecommerce is usurping physical retail. Thank goodness Delegator is here to help brands become more profitable and competitive online.

Stephen Culp Delivers Keynote Address at The Spirit of Innovation Awards


At the 2017 Chattanooga Chamber of Commerce’s Spirit of Innovation Awards, Stephen Culp delivered the keynote address about innovation. Stephen is the Co-founder and CEO of Delegator. He has founded multiple companies in Chattanooga, including Smart FurniturPriceWaiter, and the nonprofit, CF Smackdown. Stephen discussed his path and motivations as well as the principle that every one of us is capable of innovation, whether it’s in our jobs, our families, or our communities. His speech begins at 39:19. Enjoy!

Instagram Announces Shopping


Instagram Shopping Announcement

Soon Instagram will begin testing shopping features on their platform. The trial will enable users to research certain items on the social media platform and access their retail product pages. If successful, a full rollout will make Facebook and Instagram an even more effective advertising channel for ecommerce brands. More below.

Shopping Coming to Instagram

Google Analytics October 2016 Product Updates


The Google Analytics October 2016 Product Update email is out and some exciting new features were announced.

1. Google Optimize beta

A free version of Google’s enterprise-class A/B testing and personalization product, Google Optimize 360.

2. “Unique Events” is a new metric coming to GA

Unique Events is a new metric coming to Google Analytics that counts the number of events with distinct Event attributes (Event Category, Action, and Label) that occur within a single user session. This means that Analytics will increment the count of Unique Events by 1 for each unique combination of event category/action/label we receive the very first time we see them within a session, but will ignore future events with the same category/action/label when computing unique event counts.

3. You can now move properties between Analytics accounts via “property moving”.

“Many customers may have had a third party (eg. an agency) create a property for their website inside the third party’s Analytics account. This effectively housed the property into an account that someone else owns & controls. With property moving, it’s now possible to move such a property outside of its original account and into a new one so that the property owner can have full control of their property.”

Google also notes:

“We know how expensive it can be to retag a website, so we took special care to ensure moving a property does not require any retagging. Moving a property can be completed entirely within Google Analytics’ Admin section.”

 

Google Rolling Out Click-to-Message Extensions


Click-to-Message Extensions Roll Out Upcoming

Click-to-message ad

(Photo credit: Google)

Another way for advertisers to engage with their clients, and another way Google can charge you for mobile clicks! Text message extensions are rolling out to an AdWords interface near you in the upcoming weeks. These extensions would live underneath existing extensions. Upon click, the user’s default messaging app would open and have text pre-populated in the text message. Now, the text is customizable both ways, on the advertiser’s end, and the user’s end before the message is sent.

This move by Google signals their mobile-first mindset, meaning advertisers must adapt. If you need help keeping up with this ever-changing landscape, give us a shout!

 

Google Penguin 4.0 is Finally Here


It's Happening

 It’s finally here.

After 23 months of waiting, Google just confirmed that the Penguin 4.0 algorithm is rolling out to all languages.

Per Google:

Penguin is now real-time. Historically, the list of sites affected by Penguin was periodically refreshed at the same time. Once a webmaster considerably improved their site and its presence on the internet, many of Google’s algorithms would take that into consideration very fast, but others, like Penguin, needed to be refreshed. With this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page. It also means we’re not going to comment on future refreshes.

Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.

Now that the wait is finally over, sites who have worked hard on cleaning up their link profile may see a stronger road to recovery and sites who build “unnatural” links might see even swifter penalties. Any interesting thoughts on your end? Let us know in the comments!

Wall Street and Delegator Agree: Facebook and Google are Good Bets


Wondering where to spend your advertising dollars online? Among the clamor of countless blogs – including ours – now Wall Street is weighing in on this question. 24/7 Wall St reports that Alphabet and Facebook now control over 50% of the digital advertising market and predicts their dominance in this space will continue to grow.

Many companies still believe that Google, Alphabet’s flagship business unit, and Facebook provide only two forms of digital advertising: Search Engine Marketing and social media advertising, namely boosted posts. While both of these methods are crucial to any digital marketing campaign, Google and Facebook’s offerings have expanded to the point where these platforms have become an arguably better alternative to full-scale programmatic campaigns. Both platforms offer finely tuned targeting based on the first-party data they gather about their users, whether search history, demographic information, or online activity. They can then serve and remarket various forms of advertising across their networks to identified segments of users.

 

Two subsectors have emerged to help lead the growth in the sector and that is search and, of course, social media. Two companies [Alphabet and Facebook] that dominate those arenas have also spread their capital around to acquire new technologies, in everything from virtual reality to autonomous driving to streaming programming and content.

 

Although Facebook and Google can only advertising on the networks that they own, combined, these networks are so large that they enable brands to reach almost anyone on the internet. Additionally, since the platforms have better visibility and tighter controls on their data, there is less room for fraud or wasteful spend within their advertising campaigns than on programmatic networks.

Just as 24/7 Wall St recommends that traders invest in Google and Facebook stock, Delegator recommends that advertisers invest in these platforms.

Delegator at Startup Week Chattanooga


Startup Week Chattanooga 2016

Startup Week Chattanooga kicks off next month, and Delegator will be sharing its expertise on digital marketing at two events:


Digital Marketing 202
Delegator will present insights and tools to help business create a comprehensive digital marketing plan. Topics will include digital advertising, social media, SEO, and conversion rate optimization. Our experts will present proven strategies, educational resources, and a few spicy hacks that will enable you to start generating more online traffic and conversions immediately.

Monday, October 3rd
10:00 – 11:00 AM
The Edney Innovation Center, Floor Five
1100 Market Street


Googleize Your Business – Get Found Online
Along with TSBDC of Chattanooga, Delegator will help businesses new to digital marketing ensure the Google recognizes their company and makes it easier for customers to find online. We’ll provide a hands-on walk through of setting up your “Google My Business” page and an introduction to advertising on Google’s Search and Display networks. A free catered lunch by Fresh to Order will be provided to the first 40 individuals who register. Participants must bring their own laptop. Space is limited and registration is required. A business card drawing will be done for $100 to spend with Google AdWords.

Wednesday, October 5th
12:30 – 2:00 PM
INCubator
100 Cherokee Blvd


For more information about Startup Week and all of its events, check out Startup Week Chattanooga.
To see a full schedule and register to attend events, visit Sched for Startup Week.

The Price Extension Bump!


The beauty of Price Extensions in your ads. A really good find from one of our campaigns, price extensions were implemented here on July 24th. Comparing June to August, we saw a 164% increase in CTR, a bump of 202% in clicks, and a CPC decrease of 22%!

Screen Shot 2016-09-01 at 11.10.33 AM

Screen Shot 2016-09-01 at 11.10.56 AM

Now, I know what you’re saying, “Delegator, your job is to optimize accounts every single day. So that can be all directly attributable to just price extensions.” You know what, person I made up for the purposes of this blog post? You’re right, but here are the stats from the extensions themselves: price extensions

That’s a 29.26% CTR! Price extensions can add so much to your campaigns. Not only do they set the expectation for your customer on the front end, they can automatically lend themselves to more quality leads because of that added level of transparency. If you want to know more about setting these up in your campaigns, give us a shout or check out this help article straight from Google.