Mastering Metrics: Google and Facebook Implement New Systems

Google’s average position has just been bumped out of the way by four new metrics. For some, widespread panic crept in with the implementation of these new metrics. Now, Facebook has just followed suit, saying farewell to their relevance score.

First ‘Impressions’ on Google’s New Metrics

Sure, they sound confusing and transformation can be scary. Google’s new metric systems include two impression percentage metrics which basically relate to the spaces above organic search results and where and when ad impressions display there.

Impression share metrics indicate the portion of impressions that ‘made the cut’ for slots at the top of the page (also above the organic results).

How is this Helpful?

Well, more calculations naturally mean results of a higher accuracy and deeper dimensions. For digital marketing agencies, bidding to a location on the page means four metrics, instead of one measurement system, are now helping you hit that bullseye (if you are able to interpret the data they provide and respond accordingly).  

Facebook the Follower

On the 30 April, it’s farewell to Facebook’s relevance score – which, as implied by the name, specifies the relevance of ads in relation to the audience they targeted. Relevance score has been replaced by three new metrics:

Quality Ranking Metric

Measures the apparent quality of an ad as it ranks against other ads that are targeting the same audience.

The Engagement Rate Metric

Reports on an ad’s probable engagement rate likened to other ads competing for the same audience.

The Conversion Rate Ranking

Feeds to an ad’s predicted conversion rates when compared to ads with the same optimization goals and audience.

No Need for Panic

For the optimists and innovators, these new Facebook metrics offer superior acumens into how campaigns can be expected to perform or (and it does happen), underperform.

This offers advertising agencies the opportunity to make necessary adjustments to swing the outcomes and streamline their campaigns for optimum results. At Right Click Media, we are excited to work with these new metrics. Contact us if you have any questions, or visit our website for more information.

An Apt Time to Opt for Apps: Marketing for Mobile

It has been reported that 52.2% of all website traffic globally was engendered by mobile phones in 2018, and as per Statista’s predictions, by 2021 we can expect approximately a sevenfold increase in mobile data traffic. When it comes to your business, it makes sense that mobile marketing campaigns and the use of mobile applications should be at the forefront of your marketing strategy.

Not Sure About Mobile Marketing Campaigns or Related Apps?

Ever heard of McDonalds? Lancôme? Starbucks? What about Intel? Of course you have – they’re all major brands that understand the importance of and utilize mobile marketing strategies and various mobile applications.

The Perfect Arrow for Your Target Market

The very basics of marketing require the identification of your target market and the most streamlined, efficient ways of reaching them. If over half of website traffic worldwide can be attributed to mobile phones, then a mobile ad campaign or an integrated mobile app hits your target every time purely by the nature of its definition – time to find an app development company!

Getting Your Business Out There

This may be why the titans of search engine and social media platforms – Google, Facebook, Twitter and Instagram, have all actively developed their advertising spaces in order to accommodate the revolutionary world of mobile marketing. In fact, having a mobile-friendly website is one of the minimum requirements for your company to even feature on one these platforms. Having mobile applications and mobile marketing campaigns for your business ensures even better SEO opportunities.

Small Business Owner?

Your business goals are likely to be aligned with increasing profit in the most cost-effective ways. Incorporating these two factors whilst ensuring high-impact results will require professional and skillful intervention to turn your small business into a greater business.

Contact Right Click Media’s app development team or visit their website.   

Digital Marketing in 2018

It has been an exciting year for those involved with digital marketing. Scores of new technologies have promised to change the face of the industry, competition is growing, and so too are those businesses which took the time to work alongside what digital marketing had to offer for 2017.
With the year coming to a hasty end, now is the time for digital marketing agencies and campaign managers to seek out advantages over their competitors in the year to come. So to help you along the way, here are some of the marketing trends that 2018 is expected to bring.
Moving closer to mobile
The last few years in digital marketing have seen a gradual but steady move towards more mobile-friendly campaigns. More people are searching for products, services, events and brands while on the go thanks to constant improvements to the technology behind mobile devices. This means that you need to cater to this large portion of your potential audience by ensuring that your campaigns are mobile-responsive.
You may even consider developing an app to communicate with your audience more effectively.
VR and AR are all but here
We have been hearing a lot about augmented and virtual reality over the last year, and the technology is pretty much on the market already. This means that your campaign can benefit from incorporating these elements in its process.
You could distribute branded Google-Cardboard glasses, develop your own virtual exhibitions or make use of virtual and augmented platforms to push your brand; while being one of the first South African campaigns to make use of this awe-inspiring technology before the novelty wears off.
Video marketing is on the rise
Internet users are bombarded with waves of content each day, which means that most of these messages will get lost in the background of their attention. This is leading marketers to look for new and exciting ways to keep their audience engaged and interested. Video marketing on platforms such as YouTube are growing a stronger presence, and will be the ideal channel for many campaigns in the coming year.
Improvements to South African infrastructure
Improvements to South African telecommunications infrastructure will likely change the way many internet users browse the web. Fibre-optic lines are spreading through the streets of Jo’burg, which means that our connection capacity is due to boom very soon. This means that more people will be using the internet, more of the time, and with greater speeds. Which makes now a crucial time to ensure that your campaign is properly developed.
Contact Right Click Media to find out more
If you would like to learn more about how our creative and dedicated team of marketing professionals can help your campaign and business to grow, contact a representative from Right Click Media today, or visit our website for further details.