Lockdown lingo – are you fully conversant with the new terminology?

Coronacoaster

The ups and downs of your mood during the pandemic. You’re loving lockdown one minute but suddenly weepy with anxiety the next. It truly is “an emotional coronacoaster”.

Quarantinis

Experimental cocktails mixed from whatever random ingredients you have left in the house. The boozy equivalent of a store cupboard supper. Southern Comfort and Ribena quarantini with a glacé cherry garnish, anyone? These are sipped at “locktail hour”, ie. wine o’clock during lockdown, which seems to be creeping earlier with each passing week.

Blue Skype thinking

A work brainstorming session which takes place over a videoconferencing app. Such meetings might also be termed a “Zoomposium”. Naturally, they are to be avoided if at all possible.

Le Creuset wrist

It’s the new “avocado hand” – an aching arm after taking one’s best saucepan outside to bang during the weekly ‘Clap For Carers.’ It might be heavy but you’re keen to impress the neighbours with your high-quality kitchenware.

Coronials

As opposed to millennials, this refers to the future generation of babies conceived or born during coronavirus quarantine. They might also become known as “Generation C” or, more spookily, “Children of the Quarn”.

Furlough Merlot

Wine consumed in an attempt to relieve the frustration of not working. Also known as “bored-eaux” or “cabernet tedium”.

Coronadose

An overdose of bad news from consuming too much media during a time of crisis. Can result in a panicdemic.

The elephant in the Zoom

The glaring issue during a videoconferencing call that nobody feels able to mention. E.g. one participant has dramatically put on weight, suddenly sprouted terrible facial hair or has a worryingly messy house visible in the background.

Quentin Quarantino

An attention-seeker using their time in lockdown to make amateur films which they’re convinced are funnier and cleverer than they actually are.

Covidiot or Wuhan-ker

One who ignores public health advice or behaves with reckless disregard for the safety of others can be said to display “covidiocy” or be “covidiotic”. Also called a “lockclown” or even a “Wuhan-ker”.

Goutbreak

The sudden fear that you’ve consumed so much wine, cheese, home-made cake and Easter chocolate in lockdown that your ankles are swelling up like a medieval king’s.

Antisocial distancing

Using health precautions as an excuse for snubbing neighbours and generally ignoring people you find irritating.

Coughin’ dodger

Someone so alarmed by an innocuous splutter or throat-clear that they back away in terror.

Mask-ara

Extra make-up applied to “make one’s eyes pop” before venturing out in public wearing a face mask.

Covid-10

The 10lbs in weight that we’re all gaining from comfort-eating and comfort-drinking. Also known as “fattening the curve”.

…and finally, finally: One sentence to sum up 2020, so far: At one point this week, 1 loo roll was worth more than a barrel of crude oil!

Google Shopping Update

Google is making the majority of product listings in the Shopping tab FREE for merchants!

**UPDATED 5th May 2020**

Advertisers’ paid campaigns will be augmented with free listings on Google Shopping in the UK and Europe from today, which are open to any merchant who has submitted a feed in the Merchant Centre.

WHAT IT MEANS TO ADVERTISERS:

  • Advertisers are now automatically opted in to “surfaces across Google” which means that free listings will be eligible on the Shopping tab. To check, go to the Growth tab in Merchant Centre under Manage Programmes
  • We don’t think that this is actually going to to have a major impact on advertisers since, despite the large volume of listings on the Shopping tag, the majority of Shopping ad clicks come from the SERP (Search Engine Results Page), and this will remain an exclusively paid for ‘surface’
  • There will still be paid listings in the Shopping tab – probably at the top and bottom
    Surfaces across Google

WHY ARE THEY DOING THIS?

  • The first reason Google is taking this path is in response to the massive gain in product advertising share for Amazon in the last few years.
  • Secondly, it will raise the profile of the Shopping tag, and appeal to consumers as well as advertisers. Potential new advertisers can ‘try before they buy’ and become familiar with the platform before deciding whether to pay for product ads.
  • The change will raise awareness of the Shopping platform
  • Lastly, in Europe at least, it improves Google’s argument that it is opening Shopping to competition, complying with the EU’s competition ruling that saw the company fined $2.4bn in 2017, which it is currently appealing.
Google’s own line is that it has introduced the change to help struggling businesses who can’t afford to advertise at scale. They claim to have brought the plans forward in response to current crisis.
We feel that this is a good move in many ways for both consumers, retailers and Google, and it will indeed go some way to combat Amazon’s dominance in product listings.
We will watch with interest to see how the change affects advertisers in the US, and of course we will discuss with our clients individually.

 

A day in the life of… Josh!

Tell us a bit about yourself…

After spending three years at University in Bristol and graduating with a degree in Business Management, I came back to sunny old Devon to pursue a career in digital marketing. Having spent the last 3 years working as a Digital Manager within a full-service marketing agency, I recently joined the team at Launch Online to further hone my craft and surround myself with fellow PPC geeks!

What’s your job role at Launch Online?

Account Manager, where I’ll usually be working across a wide range of clients which involves analysing and optimising digital activity, ensuring that online marketing efforts are as effective and efficient as possible. Due to current events, my role has changed slightly, where I’m now using my experience in web usability, to provide our clients with valuable insights as to how they can make their customer’s online journey more seamless and ultimately drive more conversions, in what is a difficult time for most businesses.

What would a typical day look like for you?

I’m not sure I’ve come across a typical day yet! First thing, I’ll usually catch up with the rest of the team, and then will begin to crack on with whatever tasks come my way. These can vary from assisting my colleagues, to auditing accounts internally or exploring client websites and researching their competitors. I also always try and put some time aside to learn new skills, and keep up to date with the latest goings-on in the world of PPC. Right now I am learning advanced Google Tag Manager skills!

What is something you look forward to everyday?

Learning something new about the fast-evolving world of digital marketing! Outside of that, it’ll be checking in on performance after making tweaks to a campaign, or finding new ways to improve our clients’ websites.

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

The team dynamic is great, and as well as being good fun, provides a strong foundation for creative thinking and new ideas. I’m relishing the opportunity to learn from the rest of the team, who all have their own unique wealth of experience.

How do you wind down after a day at work?

Outside of work, I’ll usually be found kicking a football around, watching a gritty crime drama, eating too much or re-repairing some poorly constructed DIY I’ve already put together at home!

Digital Strategy & Marketing Playbook – Covid-19

Digital Strategy & Marketing Playbook – Covid-19

Now is the time to rely on your business partners and we’re here for you to help. We’ve put together this playbook with helpful advice & ideas on how to approach your digital strategy.

We cover:

  • The Current Challenges
  • The State of the Nation
  • Digital Strategy Industry Insights
  • Channel Insights
  • Website Structure
  • CRO

 

 

 

 

 

Staying Positive During a Crisis – Covid-19

5 tips to stay positive, focused and mentally strong

We’re in unfamiliar waters; to experience a threat to both our family and our business, our finances and our freedom, is completely new and terrifying. There are people making knee-jerk decisions from fear, we all need to take a deep breath and just pause.

Mark Twain: “Courage is resistance to fear, mastery of fear, not absence of fear.”

I have a fascination with behavioural psychology; I wish I had studied it at university but for now it is something I try and read and understand, especially as it helps to influence our advertising strategy for clients. I read an interesting brief article in Forbes by Bryan Robinson where he talks about the psychology of uncertainty, giving an overview of why we are responding with panic.

“We’re hardwired to overestimate threats and underestimate your ability to handle them—all in the name of survival. If your brain doesn’t know what’s around the corner, it can’t keep you out of harm’s way. It always assumes the worst, over-personalizes threats and jumps to conclusions

Your mindset during this crisis is everything. Your perspective is the most powerful thing you can control in a situation that is beyond your control. Yes, these disruptions are scary, but fear, panic and worry are not preparation.”

So mindset is everything and we should focus on what we can control.

staying positive during coronavirus

Some tips for staying positive:

I am not an expert but I am a mother, wife, sister, daughter, business owner, mentor and colleague and I am known for my positive vibes. In fact my leaderboard name on Peloton is #always_smiling so it must be right!

1 – Write down or gather a little round up of positive things that are happening – the Coldplay live session on instagram, Joe Wicks inspiring all the kids for live workouts, Gok Wan lounge clubbing…no? just me? Encourage people to share more. These moments are part of the experience and should be celebrated.

2 – Be selective with your news consumption – stick to the media outlets you trust.

3 – Gather your tribe – many of you will be home-working so organise virtual coffees but be strict with the topics – don’t make it a doom and gloom session. Perhaps start every coffee with positive or funny story. Holding a hot drink is proven to make you feel warm and fuzzy. We are loving HouseParty app, you can even play Pictionary with friends on it, in fact my social life has actually improved in isolation!

4 – Prioritise your immediate circle, your family, friends, neighbours, colleagues and clients. If your immediate circle are happy, it will help you be happier and feel more positive.

5 – Working from home can be a challenge so make sure you get organised, work in a nice clean space that is decluttered. Even if it’s an ironing board, make it the best damn ironing board desk there is. Start your communication with colleagues early, with a morning cuppa. We’ve brought our 10@10 earlier to 9@9; once those channels of communication are open then you are more likely to speak to each other more during the day.

What has been very interesting to see are the barriers come down between colleagues and even clients. We’re all in our trackies, we’re all in box rooms and cupboards, we’re all struggling to stop the dog barking…we have a shared camaraderie and a lack of formality. It’s actually really nice.

My final observation is about the future; our children will be experts in online communication, it will be their normal. Will we ever go back to how it was before? I hope we certainly take some of the positives into the new brave world.

Written on 24 March 2020 by Jaye Cowle, Founder of Launch Online, Digital Strategy & Advertising

10 Marketing Tips You Should Action Today

How to navigate Covid-19 by Facebook

Practical Business Advice – Coronavirus Update

Free Practical Business Advice

Watch the webinar to make sure your business is responding & reacting the the unfolding events. Great strategic advice from four experts to help you navigate these tough times.

        • Introduction to the community, resources and support available from our friends
        • Urgent issues and recommendations
        • Website Content and Crisis Communication
        • Social Media Content and Communication
        • Digital Marketing Strategy
        • Google My Business updates

Free Webinar Link

Latest Trends – March 2020

Insights from Google – 10 March 2020

The challenge with writing anything at the moment, is that it will age very quickly, so this is a snapshot as of Tuesday 10 March on what we are seeing in our accounts at the moment and some of the insights we are getting from Google.

Travel Industry
This is obviously one of the most affected verticals and things are changing very quickly but here are some key trends >

  • UK travellers are still researching holidays, UK holiday terms have seen an increase in the past few days, especially for Easter holiday terms
  • Bookings have slowed down but have not stopped as people wait to see the situation unfold, last minute bookings are still strong
  • Travel companies that are capitalising on the situation are offering the following
    • Flexible booking terms / cancellation
    • Low / no deposit on new bookings
    • No change fees
    • Cost per clicks are decreasing as less advertisers enter the auction

The opportunity here is for tactical messaging covering the above but also for taking the opportunity with less competition to take up market share. This is likely to be a short term situation so taking the opportunity to increase your search impression share could be beneficial for longer term strategy.

Last Minute
Be led by intent – if users are searching for last minute holidays, they are looking to book one, so be there for those high intent queries to capitalise on bookings which are present. However, you do need to be very transparent with your terms and conditions for cancellations.

Increase in Online Activity
As people take to the internet to keep up with the news and as working from home increases more and more users are digesting online content. This is the time to be taking advantage of cost effective brand awareness campaigns. Video / YouTube / Facebook / Instagram / Display Network all provide an opportunity to build awareness at a low cost in your target market while they spend more time online. We can launch campaigns to build the top of the funnel with a lower advertising spend so that when the situation improves, you have a healthy sales funnel with strong remarketing lists.

Be Agile
We remain a quick, agile account team, so we can react to data we are seeing and what our clients need us to do. Take advantage of this, let’s keep the communication channels open and make sure you keep us updated with changes you are making. We are increasing our opening hours to include emergency support over the weekend – we will be sharing these contact details with our clients via enewsletter.

Updated 10 March 2020.