A day in the life of… Charlie!

Tell us a bit about yourself…

After graduating from Bournemouth University with a degree in Leisure Marketing, I decided to pursue my love of the snow which led me to Wanaka, New Zealand, where I trained to become a snowboard instructor. After a few years of back to back winters between NZ and the USA, it was time to settle and I moved into a marketing role for a ski area.

After 13 years of calling NZ home, my husband and I, along with our two young children, moved to Devon for some ‘sun’, sea and sandy adventures.

What’s your job role at Launch Online?

I’ve joined Launch Online as an Account Manager and I’m very much looking forward to getting to know the lovely clients that Launch Online has the pleasure of working with.

How did you get into Online Advertising?

After my time working in ski area marketing, I moved in to an online marketing role for a regional tourism organisation, during this time I met a PPC yoda and I was wooed to the search side.

What is something you look forward to everyday?

Spending time with my amazing mini humans and seeing how my clients accounts are performing #searchgeek

What challenges do you face in your role?

Search is constantly evolving, finding the balance of testing and using AI alongside manual strategies.

What do you like most about your job at Launch Online?

The team. I’m feeling very fortunate to have found such a lovely bunch of people to work.

How do you wind down after a day at work?

I love spending time with my kids, nothing helps me to see the world more clearly than a conversation with my 4 year old. We have recently bought a paddle board and camping gear and plan to get the kids outside enjoying the beautiful South West.

Thank you Charlie! Next up, we’ll be hearing from Jaye, she’s the brains behind Launch Online! Watch this space! 

Insights from Facebook’s Inside Beauty Event

Last week I was lucky enough to be invited to Facebook in London for one of their events. I am under a strict NDA on certain things so I’ll share what I can! Although this event was specific to the beauty industry, the majority of what was shared can apply to the majority of industries.

Creative – what makes you stand out?

The hay day of Facebook Ads are over. With more and more companies advertising on the platform, you need to stand out against the crowd. Facebook are more likely to show good creatives to your target audience, if a competitor has better creatives than you, then they are going to do better! The question is, what makes a good creative? As the saying goes: “People don’t read, they scan.” If the image is intriguing, there is a high chance that customers will stop for at least a second and read the copy on your ad.

  • Video – Facebook are really pushing video for their platform. Facebook video ads receive 10 to 30 percent more views!
  • Instagram Stories – Tailor your creative for instagram stories – this is still an under utilised ad so make the most out of it
  • Mobile First – Are your creatives optimised for mobile? 96% of Facebook users access it on a mobile, so check what your creative looks like on mobile
  • Use different types of creative – Video, carousel ads, slideshows, gifs, static images – test different types of creative
  • No to stock images – Don’t use stock images, remember, people are not on Facebook to buy, make your ads look organic and flow with the rest of your content

Your Facebook Ad copy is as important as striking visuals, so do not disregard compelling copy when creating an ad. People on Facebook and Instagram scan news feeds quickly, with a short attention span, so ad copy that’s short and sweet is key. Only 3 lines of text show in a mobile ad, try not to go over this. Great Facebook Ad copy can boost your ad’s success by a huge margin, especially when it aligns well with your visual. Here are our tips on writing compelling copy:

  • Keep it short and on point
  • Keep your message straightforward
  • Use relevant emojis depending on the message
  • Design your copy keeping your audience in mind. What’s that one important message or a benefit you would like to highlight?
  • Ensure your ad copy goes with your visual
  • Use simple language that is easy to understand

Micro Influencers 

There was a lot of talk about influencers, there’s been numerous articles about the bubble bursting for influencers but beauty brands are finding that micro influencers (people with 50k followers and under) are the most successful for this main reason:

  1. TRUST

Consumers are trusting smaller influencers when it comes to product reviews, consumers are starting to move away from celeb based purchasing behaviour toward the smaller influencers who they feel more close to, who understand their needs and concerns. For beauty shoppers and many other industries, shoppers rely on influencers and reviews for product information. Influencers can work, it’s just about finding the right person for your brand.

Friction is your threat

I really liked the below slide.

Friction

Amazon has become a huge success, their customer service and next day delivery give consumers what they want. For years I have been buying a product from a company, the delivery takes 3-5 days and I saw they are now on Amazon, so I got the product I wanted off Amazon and it was with me the next day. I am loyal to the brand but I am not loyal to their website! Shoppers want speed, choice & convenience. Your brand needs to be fast, connected and reaching shoppers on their terms, on the go and where they want. Provide less friction for your consumers, the more friction you have (e.g. poor website, slow loading times, out of stock items, slow delivery, poor customer service), the less chance of success.

You need to be mobile optimised. NOW. You need the best website app and a friction free experience. It’s not seconds that count, it’s nano seconds that count.

We are offline online shoppers

Here’s some facts for you:

  • 60% of in-store shoppers are influenced by social media
  • 61% of 18-34 year olds swayed by influencers
  • 81% of consumers purchased based on social posts
  • Omni channel customers have a 30% higher lifetime value

Consumers no longer have one path to purchase (as highlighted in Jaye’s blog here). They consume online and offline which has meant today’s customers want a borderless brand experience.

Omni-channel is the future of retailing. It’s what customers are demanding. Omni-channel marketing can be simply defined as when retailers use multiple channels to reach the customer to create a seamless, more holistic retail experience.

One brand who is winning omni-channel marketing is UGG. They sell their boots through company-owned physical stores, retail partners, an e-commerce site and a mobile app. With all of these options available to consumers, it’s a seamless shopping experience. Its offerings include buying online and picking in store; searching for in-store products online; loyalty points earned and redeemed across all channels; pricing consistency among channels; and three or more channels available for returns and customer service.

The race is being won by marketeers who embrace the omni-channel shopper.

 

 

Why 1+1 Doesn’t Equal 2: A Guide to Attribution

Where are our sales coming from?

We’re often asked by clients about why 1+1 doesn’t always equal 2 and although we’d love to give a simple answer, the reality is that conversion attribution isn’t always a simple sum. Here Jaye, tries to explain why!

Client: “In August Google Analytics is reporting revenue from social as £5521.71, whereas Shopify is reporting it at £3357.75, which is right?

Launch Account Manager: “Are you sitting comfortably, then I’ll begin…”

Firstly it is really important to remember that you can’t track every sale, there are too many buying decisions which can’t be reflected in data, so all reporting is giving you an indication of the sales which can be tracked but not 100% of your sales.

The path to purchase is often not one visit to the website = one sale, it is likely that the user visits the website several times, on several devices and might even have an offline interaction, recommendation, press article etc. Therefore website conversion reporting is not simple and when you add into this equation that each platform uses different ways of tracking these sales.

Last Click Attribution

Most reports track ‘Last Click’ and attribute the purchase to the last channel that sent the user to your website before the purchase was made but this excludes the impact of the other channels which contributed to that sale.

For example, user searches “wooden toys to buy online”, clicks on Google Ads, comes to website, finds something they like but wants to see if it is cheaper elsewhere. Goes back to Google and searches for the product name, shopping results come up, they see you offer the best price, they click on your shopping ad, come to the website and then get distracted by child swallowing marble in lounge.

Later when they are in bed with wine and a biscuit, they scroll through Facebook, like a picture of their friends ugly baby and then see your Facebook Ad, remember they haven’t bought Jonny’s sustainable wooden tractor, click on the ad and then buy it.


Michael Bergmann

Shopify and Facebook will credit Facebook for that sale (if the user wasn’t in private browsing mode in Safari…but that’s another story – Google ITP 2.0) and yet two Google campaigns contributed to this sale and were responsible for the user finding your brand in the first place – which will only show up in the Google Analytics multi channel funnels report.

Top Conversion Paths

The reports we give clients normally come from GA top conversion paths which attribute the sale to the channel whether or not it was the only channel used.

This gives a better indication of the value of that channel. Obviously there are numerous sales which can’t be wholly tracked, especially when mobile is involved as users might not be signed in and therefore reporting is only an indication of the value from a particular campaign.

Here is an article which probably explains it better than I can > Ruler Analytics Click Attribution In addition to the above, each channel uses slightly different code/method to track a sale – Facebook tends to over report as it also credits a sale where there is an impression “The default Facebook attribution window settings show actions taken within 1 day of viewing your ad and within 28 days of clicking your ad.” whereas Shopify will be last click only and Google Analytics is last click in some reports except the Multi channel funnel report.

On top of all of this, recent changes to IOS devices using safari (ITP2.0) mean that tracking from mobiles has got harder so we can’t track the campaigns as accurately as before and GDPR has also had an impact with cookie prevention and ad blocking software.

Are you still there?

Hutomo Abrianto

We hope this explains why the figures don’t always tally, it’s a constant challenge for our industry and just as things were getting better, GDPR came to complicate things. The word on the virtual street is that one day, tracking will be impossible because of user privacy, so enjoy the flawed reports as soon we might not have any reporting.