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What It Is and Why You Should Use It

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What It Is and Why You Should Use It


If you’re a brand or business that has already improved your search and discovery but still looking to get a wider but better online audience reach and conversions, Google Discovery Ads got you covered.

Unlike Google Display Network, Discovery Ads targets high-intent audiences. Because Discovery is AI-driven, this ad solves a problem or answers the user’s question automatically before it appears in the search bar rather than relying on the user query.

What are Discovery Ads?

Discovery Ads are high-quality visual native ad format. It aims to create a visual experience and generates demand at the same time. These ads show to customers what they want before they even know it.

Google’s Discovery contains either a single high-quality image ad or carousel. The carousel enables the user to interact by swiping through its multiple image ads.

While the Display Ads’ goal is to create awareness to customers, the goal of discovery is to drive customers’ interest and lead them to take action. This makes the latter even more beneficial to e-commerce businesses because it generates higher engagement and conversion rates than Display ads. Talk about cost-efficient and effective ad campaigns!

Where Can You Find Discovery Ads?

Discovery is in three major Google properties: YouTube’s mobile home feed, Google Discover feed, and Gmail’s Social and Promotions tab.

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Discovery Ads in YouTube mobile Discover feed and Gmail Promotions Tab

Photo grabbed from Google’s Think With Google

 

YouTube: You can find this ad in YouTube’s mobile home feed. With YouTube as the second largest search engine and its home feed as a highly visible location, it’s a great place to catch your potential customer’s interest.

Google Discover: The Discover feed keeps its users posted with news, topics, and events tailored to their interests. To date, it has 800 million monthly users which makes it an ideal place to make your brand known.

Gmail: You can find Discovery Ads in Gmail’s Social and Promotions tab. Currently, Gmail has 1.5 billion users worldwide, so you can make your brand visible without being intrusive to users’ inboxes.

Why Should You Use Google Discovery Ads

Discovery Ads eliminate a lot of estimation or rough calculations from paid advertising. Aside from that, there are other benefits to using discovery:

Its ads campaign reach is extensive

Now more than ever, its ads work to your advantage as a brand. It can help you reach up to 3 billion mobile users across three Google placements.

In comparison with traditional display ads, these ads are eligible to appear in YouTube Home and Watch Next feeds, as well as Gmail’s Social and Promotions tab.

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It’s visually enticing

Instagram and Pinterest may have provided inspiration for Discovery. Take a look at both of these social media channels and you will find a showcase of products using either a single high-quality image or a swipeable carousel of multiple images.

This immersive format allows brands to create and tell their stories. E-commerce businesses can use this to engage and nurture their audience with their stories.

It’s more targeted and relevant

Discovery ads are AI-powered. It means you don’t need extensive research about your audience. You can create content tailored to the needs of audiences interested in your product.

It’s automated

Every business owner knows the benefit full automation brings in advertising, and that’s what Google’s been doing over the years. Discovery Ads’ features are fully automated as well.

It’s less time-consuming to monitor campaigns because machine learning and AI optimizes Discovery Ads. As for managing ad budget, Google takes this laborious task out with maximized conversion bidding and target CPA.

Key Takeaway

Google Discovery Ads have been making waves since their launch in 2019, and it’s not hard to see why. It’s changing the way we do traditional ads. AI makes it easy to determine which headlines, messaging, or images convert best.

In addition, it relies heavily on high-quality visuals which easily delights one’s eyes and in turn creates a more compelling experience for the user to scroll through. Discovery Ads are a strong force to be reckoned with.

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SEO

Tips To Improve Your Relationship

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Tips To Improve Your Relationship

Historically, the tension between chief financial officers (CFOs) and marketing heads has often resulted from misalignment around long-term vs. short-term goals.

While CFOs are required to submit quarterly financial reports to shareholders, marketers are more often fixed on long-term objectives, such as brand value – which can be abstract.

Thankfully, the role of the CFO has evolved over the past few years, as most CFOs are no longer business hall monitors concerned with cost-cutting and oversight.

Rather, many CFOs now actively participate in organizational growth strategies designed to counteract losses in any economic environment.

Ideally, this shared goal should naturally align with many marketers’ objectives and create synergy down the road.

However, many organizations struggle to create proper symmetry between C-suite executives and keep data in silos.

What’s more, I’ve dealt with many CFOs in the past who simply didn’t understand the merits of SEO and how it differed from traditional marketing.

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Unfortunately, for many agencies, this has caused their fair share of frustration when renewing clients and getting proper budget allocation for projects.

Therefore, educating CFOs and SEO pros about each other’s roles and processes is important to break the disconnect that prevents them from aligning around the same business goals and objectives.

The Importance Of CFO And SEO Alignment

According to a study by Deloitte, at least 73% of organizations that report C-suite alignment around marketing performance metrics received positive revenue growth in the past year.

The data shows that clear CFO and marketing alignment around goals, key performance indicators (KPIs), and language leads to greater business growth.

As CFOs begin to prioritize long-term growth over cost-cutting, this creates an opportunity for SEO pros to educate them about their goals and strategies and plead their cases for higher budget allocation.

With this in mind, we need to identify obstacles that inhibit this natural pairing and explore ways to overcome these pitfalls for better symmetry.

How To Improve The Relationship Between SEO And CFO

Create A Shared Language

As SEO pros, we understand that marketing offers better long-term stability to any organization over short-term, one-time sales.

However, qualitatively communicating brand value and loyalty to a CFO is like explaining how your favorite football team will win the Super Bowl next year.

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Without real numbers or a shared understanding of marketing performance metrics and terminology, CFOs cannot comprehend the SEO team’s objectives.

Further, it can be impossible for SEO pros to translate these strategies into results without tangible financial metrics to present to CFOs.

Ultimately, it’s up to the SEO team to educate CFOs about their strategies and how this benefits their business financially.

Otherwise, CFOs might be reluctant to pour money into campaigns that are abstract in their view.

SEO professionals need to find ways to translate broad metrics from customer acquisition and lead generation into value-based business impact.

For example, assigning values to leads and forecasting their revenue allows CFOs to plan budgets. SEO pros can also assign value to intangible assets like brand equity to better convey their value in terms CFOs understand.

Another way SEO pros need to educate CFOs is around budget processes.

For example, marketing budgets are often used throughout multiple campaigns, which amortize over time. However, this is not often reflected in profit and loss statements from CFOs.

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In this example, SEO pros must clearly outline these considerations to CFOs to avoid budget cuts because of unused or misallocated funds.

Nevertheless, if SEO pros and CFOs want to speak the same language, they must start tracking the same goals and KPIs.

Create Shared Goals

If you truly want to create alignment around shared goals and language, coordinate with your CFO by using the same metrics and KPIs to track performance data.

While marketers are free to get as granular as they wish, ultimately, it’s up to department heads to agree on a few key metrics.

For example, these key metrics can be translated directly into financial terms that create a shared language between SEOs and CFOs:

  • Return on investment (ROI): The overall profit generated from an SEO marketing campaign.
  • Customer lifetime value (CLV): The estimated net profit a customer will contribute throughout its relationship with a company. This roughly tells CFOs the values of a brand’s loyalty.
  • Conversion Rate: The number of people who visit a website and complete a sale. This number estimates the efficiency of a marketing campaign.

However, as CFOs look to extract more insights from data, adding quantitative value to KPIs will also greatly help both teams align on common goals – namely, long-term growth. These KPIs may include market penetration, lead acquisition, and brand exposure.

Connecting The Data

Unfortunately, one of the biggest stumbling blocks for CFOs and SEO pros is that financial officers often don’t view SEOs as the top money-makers in an organization.

Additionally, many CFOs simply don’t understand how SEO makes money or connects to their long-term goals.

Thankfully, analytics software has made it easier than ever to physically assign a quantitative value to campaigns that prove the marketing team’s value.

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For example, by assigning sales to individual marketing campaigns at the top of sales funnels, marketers can show how they physically add value to a business.

Further, to assist with communicating ROI to CFOs, marketers can incorporate dotted line reporting that shares the financial performance of the SEO team directly to the financial team.

Look At Campaigns As A Financial Portfolio

Finally, our focus tends to skew toward changing how CFOs think – not how we act or distribute information.

Since financial experts tend to think in investment terms, why not present marketing campaigns like an investment portfolio?

With this approach, SEO pros can tie individual campaigns to investments in a portfolio and report any profits and losses from each investment directly in a statement to CFOs.

SEO pros would also be wise to illustrate how these investments contribute to long-term financial goals and feed their business.

Again, most of these considerations hinge upon resolving differences in perspectives.

By assigning financial value to individual campaigns and metrics, SEO pros can better align around shared business goals and growth strategies that increase their business.

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And by proving the growth potential of the SEO team, they can acquire the necessary budget they need to perform their best and thus make the CFO look good.

More resources:


Featured Image: fizkes/Shutterstock

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