Paid Ads: 7 Key Metrics to Track for a Successful Strategy

Tracking metrics for a successful strategy is just as important as tracking your steps. Tracking our steps and eating healthier to get fit means we are looking after our body. Just like our body, we need to track metrics in our business to make sure it has a healthy input of money and output of quality content. They say success is subjective but if you don’t track any metrics, how do you know if your business is booming? Nobody likes to waste money so in this months blog, we are highlighting the top 7 metrics to track for a successful paid ads strategy. We got you covered!

The Importance of Tracking Metrics

Let’s break down why tracking metrics is important for your business.

Posting content is crucial for your business because it gets your product or service in front of your ideal customer.

Without content, it makes it hard for people to find your business and buy your products or services. But posting a piece of content once a week isn’t enough to understand if the content resonates with your audience.

The amount of content produced across platforms such as TikTok and Instagram can make it feel like you’re posting into the void. We know the feeling, don’t worry. 

Understanding your metrics is crucial to understand your customers’ pain points, how they interact with your content, and whether it’s bringing you in sales.

Posting content that goes viral is great but how many times does this type of content convert? Not often. 

It gets eyes on your content and your business but the percentage of people who come from a viral video aren’t your ideal customer.

Having a large following is a boost for vanity metrics but that doesn’t pay the bills. 

At GoViral, we are proud of our marketing strategies because we combine inbound marketing with targeted PPC campaigns to get the best visibility for our clients.

Adding PPC campaigns into your strategy is a cost effective way to target your ideal audience but in a less spammy way.

The cost? The only time you pay is when someone clicks on your ad.

Integrating these two methods ensures our clients get their content in front of the right people and guide them along the customer journey. 

PPC campaigns achieve amazing results for your business but tracking key metrics is vital for ensuring every click is worth the cents.

Setting up a PPC campaign needs to be well thought out and adjusted if you’re not achieving the results you want.

First things first, goal setting. What’s the purpose for the PPC campaign?

Setting Goals for Success

To achieve anything worthwhile in life, you need to set goals so you have something to work towards.

Outlining the process of how you are going to achieve that goal makes the process simpler and smoother to achieve.

If you don’t have an end goal in sight, you are just going through the motions and the end never ends.

Let’s not do that, especially with a PPC campaign. 

Whether its new customers, driving traffic or increasing sales, PPC campaigns are the most effective way to get your products or services in front of them. 

Start off defining your goal by using the SMART method (specific, measurable, achievable, realistic and time-related) to break it down into simple steps. 

For example, if you’re a B2B company and want to generate leads, you can run PPC campaigns to get customers onto your landing page using targeted keywords related to the problems your software solves. 

You can then offer a free trial or demo of their product.

Here they can capture emails and create an emailing list for new product releases or events in the future. 

You need to A/B test ad variations to see which ad performs best, adjust the bid depending on how well it’s doing and be ready to refine the campaign if it isn’t achieving the results you want.

Everything in marketing is about testing until you find the “stickiness”. 

 

Think of it like shopping for the best outfit. 

 

You spot two dresses that are in the shade blue but one is slightly lighter. 

You decide to try them on to see which one suits you better.

In the changing room, you try on each dress and notice the lighter blue makes you look pale, draining you of colour. 

The darker blue makes you look more vibrant and bronzed.

You decide to go with the darker blue because it makes you look and feel better. 

Like choosing the best outfit that makes you look and feel good, people are more inclined to click on an ad and convert if it makes them feel like you understand their problem and can provide a solution. 

If people are clicking into your ad and not converting on your landing page, something is wrong with the copy or your audience targeting isn’t right.

Get clear on WHO you’re speaking to, what you can do for them and target the right audience who are likely to convert.

GoViral’s Success Strategy

At GoViral, we see the importance of PPC campaigns and the amazing results it has achieved for our clients.

Our client, Jabra, attended GITEX Africa last year and needed our help in creating a campaign before, during, and after for GITEX Africa this year.

We discussed their goals for the PPC campaign and what they’d like to achieve.

Last year, their PPC campaign achieved 44 sales qualified leads and 4 marketing qualified leads. 

With our expertise and knowledge of getting the best results from PPC campaigns, we exceeded last year’s results, achieving 99 sales qualified leads and 24 marketing qualified leads.

When done right, PPC campaigns are powerful for your overall business objectives. 

 

Let’s dive into the top 7 key metrics we focus on to achieve these results.

The 7 key metrics 

1. Impressions 

This is how many people have seen your ad while browsing the internet. Impressions give you an indication of whether your keyword targeting is correct, if your bidding is too high or low and if your copy is resonating. 

Main reasons for low impressions are incorrect keyword targeting, poor ad copy or boring creatives. 

Your bid might be too low for it to compete with other ads that are bidding for the top.

This can be a struggle for smaller businesses but investing in keyword research, targeting the right audience and have copy that speaks directly to the customer can increase your impressions.

 

2. Clicks or CTR (Click-Through-Rate) 

CTR is an important metric to analyze because it helps when optimizing your budget.

Ads with a high CTR cost less per click which reduces spending large amounts of money on PPC campaigns. 

A/B testing ad variations and copy can single out cost-effective keywords and highlight what ad is resonating most with your ideal customer.

Once you notice what ad variation is resonating most, the budget can be adjusted accordingly and help push your ad. 

To understand how much each click costs, divide the total number of clicks by the total number of impressions and multiply by 100%.

Think of the last time you clicked on an ad.

What was it about the ad that made you click? 

 

3. CPC (Cost-Per-Click)

In an ideal situation, your CTR should be high and your CPC low.

This shows that your ideal customers are resonating with your ad and are clicking through to learn more about your business.

CPC focuses on optimizing your bidding strategy for PPC campaigns where you can identify keywords or ad placements that are driving clicks.

If a specific keyword is gaining more traction, you can adjust your bidding to be higher on that word and lower bids for others. 

If you have a high CPC, your ad could be targeting the wrong people.

Make sure your copy and creative is clear about who its targeting or you’ll end up with a hefty bill and no sales. 

To find out what your CPC is, divide your total ad spend for a specific day or campaign by the total number of clicks your ad receives during that period. 

 

4. CPA (Cost per Acquisition or Paying Customer) 

CPA relates to how much it costs to acquire a paying customer in terms of clicks. 

The only metric you want to be high is your click through rate.

If your CPA is high, like CPC, your audience targeting could be incorrect as its shown to those who are unlikely to convert.

Understanding your audience and segmenting them correctly will give you a much higher return on investment and less headaches. 

Find out how much it costs to acquire a paying customer by dividing the total ad spend within a specific timeframe by the number of conversions people carried out after your ad or campaign. 

 

5. Conversion Rate 

A huge indicator of whether people are carrying out the desired action is your conversion rate.

This looks different for every business. If you have a newsletter, a conversion could be a subscribe, if you have an E-book on the best ways to convert audiences into customers, this could be a download.

It doesn’t necessarily mean a sale. 

Low conversion rate means there’s friction somewhere along the customers journey.

Something is making them leave your landing page or worse, not even clicking into your ad. 

Understanding how a person interacts with your content will indicate what needs to be improved.

Maybe your call to action isn’t clear or your layout of your website is confusing.

Your website needs to be clear and straightforward so that you’re guiding the customer with ease through the journey. 

To understand what your conversion rate is divide the number of conversions by the total number of visitors to your website and multiply by 100. 

For example, 1,000 people visit your website a month and 50 people convert – (50 conversions/1000 visitors) x 100% = 5%.

 

6. ROAS (Return On Ad Spend)

This helps us measure the actual revenue generated for every euro you spend on your advertising campaigns. So think of your CTR, CPC, and CPA.

The ONLY metric we want high is your CTR. If your CPC and CPA are high also, your ROAS is going to be low indicating your campaign isn’t profitable.  

The aim of your campaign is to earn more revenue from your ads then the amount you’re investing in them.

If you have a set budget, ROAS is extremely important to ensure you’re making every euro count. 

Divide the total revenue generated from the ads by the total ad spend to figure out what the ROAS is for your campaign. 

 

7. Quality Score 

Your quality score is based on how relevant your content is according to Google Ads.

This rating can make or break how well your ad will do because it considers whether it will resonate with your ideal customers, whether the keywords match and if your landing page answers what the customer is looking for.

Your quality score is important when looking at your CTR. If your quality score is low, expect a higher CTR.  

A note from our PPC Specialist

As a passionate PPC specialist, I believe in the power of a well-executed Google Ads campaign, here are a few tips to help you on your path to PPC success!

Start by setting clear objectives that align with your business goals – whether it’s driving traffic, generating leads, or boosting sales, know what your goals are.

Make sure you conduct thorough keyword research using tools like Google Keyword Planner and aim for a mix of broad, exact, and long-tail keywords to capture both wide and specific search intents.

Write ad copy that’s not just clear and concise, but also engaging.

Highlight your unique selling points (USPs) and don’t forget to include strong calls to action that make users want to click.

When users click on your ad, your landing page should be fast, mobile-friendly, and easy to navigate, ensuring a seamless experience for visitors.

Don’t overlook ad extensions!

Use sitelinks, callouts, and structured snippets to pack more information into your ads and boost their visibility.

Conversion tracking should be a top priority, set it up to see which keywords and ads are performing best, and use this data to fine-tune your strategy and get the most out of your investment.

Monitor your bids and adjust them regularly to make the most of your ad spend.

Automated bidding strategies like target CPA or ROAS can help optimize for your campaign goals.

Continuously A/B test different ad copies, headlines, and landing pages to find the most effective combinations and keep improving. 

Remarketing is your friend!

Re-engage visitors who’ve interacted with your site before, and use dynamic remarketing to show them personalized ads featuring products or services they’ve viewed.

Lastly, keep a close eye on your campaign data, regular analysis will help you spot trends, strengths, and areas for improvement, ensuring you’re always moving forward.

Happy Optimizing!

GoViral Conclusion

Understanding the seven key metrics of paid ads can transform your business and get your content in front of the right audience at the right time.

You want the customers’ journey to be smooth from the moment they see your ad to conversion.

At GoViral, we ensure your PPC campaign is tailored to your businesses’ objectives, targets your ideal customers and achieves the results you desire.

Don’t spend time on trying to figure out how paid ads work and lose out on money. Get in contact with us today to start getting a positive return on investment for your campaign. 


Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective paid ads strategy, getting your content in front of the right people and achieve measurable results for your campaigns!


The Age of Personalization: Personalization Marketing Gone Wrong.

Hey… you… yes you. We’ve been waiting for you. If you’ve watched the series “You”, you know Joe’s fascination with finding his one true love and goes as far as stalking them to find out everything about them. Much like Joe, businesses gather information and data on their customers to adjust their personalization efforts. However,  too personal, the customer feels creeped out but if too generalized, the customer feels one of many. Don’t be like Joe. We’re going to dive into the mistakes businesses make that give the customer the ick and how to avoid being called out for stalking.. just kidding but businesses need to be mindful of the information they store and what they do with it. Let’s dive into how businesses can be less like Joe and more like a friendly reminder.

Beyond the Algorithm

If you’ve ever received a personalized gift for your birthday, you know that feeling.

It makes you feel special and seen, making you feel warm inside. 

Well, that’s what companies have been trying to do with their products and services making their customers feel heard along the buyer’s journey. 

When personalization is done right, customers engage with the business and show loyalty towards that brand. They’re happy to tell people about you over a cup of coffee or recommend using your products online. The dream outcome for a business. 

The problem is companies often still see customers as a demographic rather than a real person who has interests, beliefs, pain points, wishes, dreams. 

While understanding the demographics of a person like their age and location is beneficial for companies to target their desired audience, this gives a very surface level understanding of who their audience is. 

How can you personalize the content your audience receives if you don’t even know what they want? 

Automation has helped businesses speed up their processes and workflow but if there’s limited data or worse, wrong data about a segment of your audience, your audience will have no problem leaving a one star review. 

The last thing you want is your businesses reputation damaged because you didn’t do enough research into your customer. 

You need to know your audience like the back of your hand. 

Ever wondered what that looks like? 

Let’s dive into…..

Daisy’s Personalized Journey

Meet Daisy. 

Daisy is 27 years old, living in Barcelona, and is a digital marketing freelancer.

Daisy is a typical Apple customer who buys products online because of its quick delivery and discounted prices if she buys a bundle.

Daisy goes for a walk at one “o” clock every day to get some fresh air. 

Sitting in front of the computer for long periods of time hurts her eyes. 

She goes for these walks to feel re-inspired because her concentration levels normally fall in the afternoon. 

Daisy loves listening to Mel Robbin’s podcast to get her creative juices flowing again. 

Daisy puts her earbuds in, presses play but wait, there’s something wrong. 

Nothing is coming out of one of the earbuds. 

Daisy hates when this happens because she likes to block out the noise around her and focus on the podcast.

Frustrated about her earbuds not working, she quickly opens up her phone and types “apple store close to me”.

Daisy is a regular customer at apple who buys online but she doesn’t want to wait a few days to get her new earbuds. 

She notices there’s an apple store about ten minutes away from her. 

Daisy checks to make sure they do in-store pick up. 

The relief she feels when she sees they do.

She clicks into the apple website, logs in, and goes to her previous orders.

As she’s about to repurchase her last pair, Apple sends her a discounted code to thank her for being a loyal customer. 

Directly after purchasing, she receives a thank you email with her order number for pick-up. 

The earbuds are in the store so she grabs her jacket and takes off on the walk.

Arriving at the store, she heads inside to give her order number to the manager. 

After five minutes, Daisy gets her earphones and is excited that she can finally listen to Mel Robbin’s podcast on the way home. 

She’s super happy with her experience that she leaves a review on the Apple website, thanking them for their quick delivery and great customer service. 

Personalisation should be discreet and blend seamlessly into their buying journey. 

Daisy moved down the funnel quickly, from becoming aware of her problem, going directly to conversion because of previous positive experiences with Apple that addressed her needs and desires.

Messaging, targeting and timing matter.

Reeling in the Years of Personalization

Personalization isn’t a completely new concept. 

Remember that fancy hotel you went to for your anniversary, the hotel manager upgrading you to a suite with balloons and chocolate congratulating you. 

The restaurant singing “happy birthday” for your 50th birthday. 

Your local shop knowing your first AND last name, asking “how’s the family?”. 

The only difference is personalization upgraded to the digital world. 

 

Let’s take a look back at where it all began…

 

The year was 2011 and you just received an email that had YOUR name in the email. This email is personalized for YOU! 

In comparison to how everything is personalized now, this seems small but to have an email with your name was major. 

Amazon saw an opportunity and in 2012, they took the first step in personalizing product recommendations, creating a benchmark for other businesses. 

This algorithm had the ability to recommend products to the customer, based on what they were looking for.

Seeing the increase of engagement and the value personalisation had, businesses wanted to do the same for it’s customers. 

In 2018, personalization spread and websites were adapting to customers needs, ensuring the products were shown based on previous purchases. 

If you bought a train ticket to Barcelona, it’s no surprise tourist attractions or hotels in Barcelona would show up, preparing you for your trip. 

Understanding the customer’s journey and thinking “what does the customer need”, NOT “what should we show them”. You wouldn’t show an ad for a trip to Madrid after they’ve bought a train ticket to Barcelona. 

It’s 2024, where are we now?

We now live in the age of “hyper-personalization”, merging behavioural and real-time data to understand how a customer shops, how they browse and so forth to match products or services to their needs and interests.

But are customers happy about businesses collecting and analyzing data? 

Personalized Marketing Gone Right 

A business that understands personalization understands the customer and gives them the experience of being seen and heard, which results in them becoming returning customers. 

Think of a business that gave you that experience. 

They understood EXACTLY what you needed at the right time and overall, it was a positive experience. 

Amazon excels in personalization because customers are happy to share their data in exchange for product recommendations that align with their interests and needs. 

There’s a reason why customers are influenced by influencers and content creators, we trust recommended products that come from real people. 

TikTok took this idea and added TikTok shop to the platform which saw an increase in sales and brand growth. We trust word of mouth and referrals. 

Businesses, be AWARE! 

Word-of-mouth is powerful so if a customer has a bad experience because of your personalisation strategy, be prepared to receive backlash. 

Other businesses that understand personalization are Netflix, sending out content recommendations based on what you watch, having you doom-watching (like doom-scrolling) episode after episode. 

Think of Spotify, especially at Christmas Time. The famous Spotify Wrapped is all over everyone’s stories, showing off what artist or album they listened to the most throughout the year.

Businesses that understand their target audience reap the rewards. 

GoViral to the Rescue

Look, we’ve all been there. Sent the wrong message to a friend. Booked the wrong train. Took the wrong turn. 

Human error. 

But for businesses, it’s crucial to be careful with customers’ data and how you plan to use it. 

If you’re cutting corners on your personalization strategy to save time, expect errors that will cost you more than an unsubscribe. 

Let’s dive into the top three errors we see businesses make and how to avoid your business getting a bad reputation….

 

1. The Infamous Email Error

You have a large campaign where you need to send out emails to your target audience. 

Instead of manually entering everyone’s name, you enter an automation – hi <firstname>, we want to tell you..

But what happens if a person didn’t sign up with their first name?

That person receives the email the same way you sent it – hi <firstname>. 

Oops. 

Always make sure you have a fallback phrase that relates to the email content. 

This makes the customer feel involved and part of a bigger community.

Popular clothing brands will use a fallback phrase like fashionista, travel brands might use adventurer. 

This phrase is still personalized to the audience, avoiding the loss of a subscriber. 

 

2. When content hits too close to home…

Sending irrelevant content can put your customer off but sending too relevant content will trigger a bad response from your customers. 

Campaigns related to health, mortality, or family need to be carefully thought out, ensuring the correct data is up-to-date. 

If you don’t have the correct data to deliver to your target audience accurately, scrap personalized campaigns. 

You want to add value to your customers through your content, not confuse, upset or anger them. 

Giving the customer the option to opt-out of certain occasions such as mothers day and fathers day is a way to show your customers that you value them, creating a stronger relationship. 

 

3. Research Past and Present World Events 

Real world events like natural disasters, political issues or terrorist attacks are also something businesses need to be aware of. 

Automation allows a business to send out campaigns to a large amount of people in a short amount of time but be aware of the variables you enter. 

Like the email error, always make sure different variations of variables are tried and tested before sending out.  

An example would be adidas personalization error where they sent out a targeted message congratulating Boston Marathon Runners for surviving the marathon. 

 

Big mistake.

 

People on social media were quick to remind adidas about the real survivors of the 2013 Boston Marathon Bombing. 

This stresses the importance of researching past and present events and to try out different wording with variables to make sure the campaign goes smoothly.

You can create temporary filters that target insensitive language related to a specific event before the campaign to ensure the correct wording is used. 

We can’t control natural disasters or other such events but we can control our wording so be mindful. 

GoViral Conclusion

We know the importance of personalization but getting it right seems to still be an issue for businesses. Using out-of-date data and miscommunication between teams leads to customers receiving the wrong messages. Every business needs a strong personalization marketing strategy so that the customers feel like the message was just for them. 

At GoViral, we ensure our client’s have an up-to-date CRM and a personalization strategy, turning their target audience into customers. If your personalization marketing strategy is causing more friction than sales, get in touch and GoViral can help create a seamless experience for your customers every step of the way. 


Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective personalization strategy that speaks directly to your customers every step of the way!


businesses core value

Authenticity is in, Artificiality is out.

We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!

How businesses are missing the mark

Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.

Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.

 People are more interested in the people behind the brand than the products.

People crave connection

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

The power of storytelling

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

How Gen Z’s Values are Shaping the Content Industry

Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.

One of the most important cohorts that are value-driven are Gen Z.

They are the first generation to grow up with the internet compared to Millennials and Gen X. 

This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.

Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions. 

Stories captivate customers and build brands

Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.

Take a look at the image below. What’s the first thing that comes to mind?

Nike.

If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.

Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired. 

Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best

Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.

Understanding your audience

Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values. 

Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.

Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.

Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy. 


1. Craft your story

No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.

What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?

2. Connect emotionally to your audience

Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.

Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.

Give them an experience and how they will feel when they buy the product

3. Show, don’t tell.

A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.

Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.

4. Call to action

Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.

GoViral conclusion

We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.

Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.


Into the Metaverse: Understanding Facebook and Instagram in the Age of Meta

Social media is always evolving, and the arrival of Meta signals sweeping change and a fundamental restructuring for a very different future. As a digital marketer, what do you need to know?

What Is the Metaverse?

In October 2021 Mark Zuckerberg announced the consolidation of Facebook and related products—including Messenger, Instagram, and WhatsApp—into a new brand called Meta. The rebranding is a nod to the metaverse, which Zuckerberg sees as the successor to today’s mobile internet.

The metaverse doesn’t have a single definition, but we can think of it in general terms as the next evolution in our digital lives. Today’s mobile internet gives us access to social media, email, internet browsers, cameras and more—all in one device we carry around with us. 

The metaverse will combine social media platforms, digital storefronts, gaming applications and more into a single digital experience: a more fully fledged digital world, perhaps accessed with Virtual Reality (VR) and Augmented Reality (AR) headsets.

What will this look like exactly? No one knows for sure. In short, the metaverse is not here yet, but many of its components are. It remains to be seen how everything will come together, and it won’t happen all at once.

What Has Already Changed on Facebook and Instagram?

First things first, Facebook and Instagram are so popular that the leaders of these companies have every incentive to keep the user experience consistent. Even the most loyal users will only put up with so much change. As such, the biggest changes so far have been in branding, not function.

One change you might have noticed is increased connectivity and interoperability of Meta’s platforms, such as Facebook and Instagram. Regular updates to messaging tools such as Messenger and Instagram direct messaging have brought increased coordination, allowing marketers to more seamlessly manage direct messages across multiple platforms.

Another area for updates: ads management. The new Meta Advantage Suite will collect different automated ad products under one umbrella, allowing for increased efficiency in ad management. 

Meta is also boosting their metaverse platform Horizon Worlds, a virtual reality video game focused on world-building for social interaction. A new fund for creators will further incentivize  user-generated content on the platform.

Three Steps You Can Take Now to Prepare for More Changes

If you’re wondering what you need to do right now to prepare for the internet of the future, our first advice is don’t panic. These are long-term changes, some of them purely hypothetical, and even Meta sees the full introduction of the metaverse as more than ten years away.

However, there are steps you can take to improve your marketing efforts now and prepare for the future.

1. One of the goals of the metaverse is to build community. The hope is that a more fully realized digital world will encourage interaction among visitors that looks and feels more like “real life.” We recommend revisiting your buyer personas to make sure you understand what makes your potential customers tick, and keep refining your messaging to feel more natural and authentic.

2. Investigate ways to incentivize and promote user-generated content. The future of our digital lives will likely look more decentralized, with greater influence in the hands of individuals rather than platforms and other businesses.

3. As Meta continues to release updates and tweaks, take advantage of new features that make sense for your business. This could mean linking WhatsApp to your Facebook page to decrease your response time to direct messages, creating an account in Horizon Worlds just to explore, or experimenting with new enhanced product tagging on Instagram.

What Is Coming Next?

The long-term plans outlined by Meta are subject to change of course, and no one can predict exactly how the metaverse will unfold.

As we head into an uncertain future, remember that while it may not be your job to explain the technical details of the metaverse to anyone, it’s helpful to have a firm understanding of the ideas behind it. Of note: the majority of consumers, your potential customers, don’t have a strong understanding of what the metaverse is

We’re all in this together, and regardless of what we call it, we use social media to connect with others and meet potential customers where they are on the buyer’s journey. The fundamentals have not changed.


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Keeping Up with Instagram Updates in 2021

Instagram never stops surprising us. While the world is trying to stay positive through these challenging times, it is exciting to see how Instagram rapidly develops new features and functionalities to tackle main business issues and help users support their favourite brands.

And now, more than ever, keeping up with what’s new on Instagram can be quite a challenge. There are new Instagram features almost every week. We know it is essential to stay up to date with the latest changes on Instagram, so we put together a list of important updates announced by Instagram in 2021 so far.

More Security for Users Under 18

The world of the internet can sometimes be overwhelming for young users. Providing them with protection online is the real need of the hour. 

Here are some latest safety features for young users by Instagram:

  • Private account by default for everyone under 16

Instagram’s main priority is to stop strangers from making unwanted contact with young users. Private accounts for users under 16 is the best way to deal with it. It lets you control who can see and comment on their content, and it won’t be possible for unwanted users to see their content on Explore or Hashtags.

  • No unwanted contact

Having a private account is the first step to avoid unwanted contact. But that’s not all! Instagram goes above and beyond to ensure young users aren’t exposed to unwanted contact from adults they don’t want to hear from. 

Instagram has developed a new technology to keep “potentially suspicious behaviour” away from users under 16. Accounts belonging to adults that may have recently been blocked or reported by a young user is defined as potentially suspicious behaviour. 

With this technology, these accounts won’t be able to see any young users’ accounts or content in Explore, Reels or ‘Accounts Suggested for You’. They won’t be able to follow them even if they find these accounts by searching their usernames. So much so that they won’t be able to see comments from young users and won’t be able to leave comments on their posts. 

We think this is one of the best features Instagram has introduced so far!

  • Advertising limitations for targeting young people

Another game-changing feature that Instagram introduced is how advertisers can target young users with ads. The platform now allows targeting ads based only on their age, gender and location, which means that advertisers no longer have the options to target based on their interests or activities. 

When these users turn 18, Instagram will inform them about the advertising policy change and the tools to control their ad experience. 

No Place for Hate Speech

Protecting its users from abusive comments and DMs has been of the biggest concerns for Instagram for a long time. It seems like Instagram is working hard to deal with the situation, and the company rolled out an excellent feature called Limits

With this feature, you can now limit or hide comments and messages from users that are not on your followers’ list or have recently started following you. The purpose of Limits is to help protect public figures from offensive comments and DMs. 

It is no ‘Breaking News’ that Instagram creators and influencers often receive hateful comments from random profiles. Since the pandemic, it only seems to have gotten worse. A step in the right direction, we say!

A New Tab - Audio

Instagram is looking to lean into video-form after seeing the success of competitors like TikTok and YouTube. The company announced that it is no longer a photo-sharing app and promotes users to use reels and short-video form posts. 

 

Recently, a new audio tab has appeared in the app. This tool gives users the ability to search for reels by song. Like any other music app, Instagram will provide a list of songs when users swipe and search. 

Users will then be able to see 30-second reels with the song. Users can save any music they like for later, or there is also an option “use audio” to create a reel if they wish.

Translation Features

The company announced that a new accessibility feature would be added on Instagram – Translation. This feature supports 90 languages right now, and however, it is only possible to translate written text. 

This new update will translate the text in Instagram Stories. Instagram will give you a “See Translation” option to translate the overlayed text in Stories. When the users click on it, they will be presented with a translation panel. 

Brands in global markets will love this new update as users globally don’t have to miss stories from their favourite international brands. A similar option is also available for feed, comments and profiles.

Exciting News for Businesses

Data Tracking is made easy with the latest update. Instagram expanded the data tracking period for insights from 30 days to 90 days. Companies can quickly analyse their quarterly insights on the platform to create a better strategy. Something to look forward to for small businesses!

Additionally, the company announced testing a new feature that provides businesses options to display ads in the shopping tab. The ads can vary from a single image to a carousel. 

Marketers can even use Reels as ads that look no different than any usual Reel, with a difference of ‘sponsored’ tab on it. 

Research shows that users on Instagram are looking for more video, messaging and shopping content rather than images. There is no doubt that the platform will be making many changes to entertain its users more. 


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