The Focus in 2020 Will Be On Getting The Attention of People Who See Hundreds of Marketing Messages Every Day

Let’s look at today’s world from the perspective of today’s customers:

Today’s consumers see hundreds of marketing messages on an average day and recall almost none of them.

The human brain is loaded with 34 gb. of information per day.

Young people checks their mobile phone an average of 86 times a day.  In these micro moments, they are usually glancing over content. They are not interested in messages that do not match their perspective.

In a study conducted by Microsoft with 2,000 participants, it is stated that the attention span declined to only 8 seconds.

Facebook says they have seen that people spend on average 1.7 seconds with any given piece of content on mobile.

People Do Not Want to See Ads and They Do Not Trust Ads

People are overwhelmed by the high number of messages and try to block them. The number of ad blocker software users exceeded 600 million.

Banner click rates usually are below 0.1%

Many mobile ad clicks are accidental.

The proportion of users who often click on a mobile ad intentionally is 8%.

People do not trust ads, they trust people like themselves. Nielsen Global Trust in Advertising Survey indicated that 92% of people trust recommendations from people they know and 70% of people trust consumer opinions posted online, whereas trust in text ads on mobile phones is only 29%.

According to a research on HubSpot, 73% of the participants stated that they dislike pop-up ads and 70% stated that they dislike mobile ads.

The rate of those who stated that online ads are more disturbing than 2-3 years ago reached 91% and the rate of those who stated that they would ban all the mobile ads if they could, reached 83%

You Will Lose More Than Money If You Act Against These Trends

In his talk at Online Marketing Rockstars, Gary Vaynerchuk told that once he was checking a popular news site at short intervals from his mobile phone to follow an important story.

Every time he tried to enter the site, he had to close a banner ad that covered the entire page. As he was trying to reach that website 20 times that day, he accidentally clicked that banner ad 8 times.

The publisher site, the brand, and the digital agency probably thought how great this high click-through rate was, but what actually happened was a very bad experience.

He tweeted this experience, posted it on Instagram, and talks about it at conferences mentioning the brand’s name.

So, How Can You Get Their Attention and Achieve Success?

Consumers see hundreds of marketing messages every day. They have low attention spans. They do not pay attention to every message, they are usually glancing over content.

You have to stand out amongst other messages and get the attention of these people to be noticed in such an environment.

You cannot achieve this by giving a single message to everyone.

You should divide your target audience into segments and give each segment tailored messages to achieve the best conversion.

The primary purpose of digital ads campaigns should be to bring the “right” people to websites rather than “more” people.

If you do not segment your audience and target the right people, no matter how much traffic you create, your conversion will be low.

Wrong people will not create conversion.

Maximizing the Conversion of Digital Ad Campaigns Using Divide and Conquer Method

Achieving the highest conversion with digital ads depends on segmenting your target audience and carrying out tailored communication with each segment.

In this way, you can motivate each segment with tailored messages.

In my article Divide and Conquer Method: Same Budget, Significantly More Results in 2020 I explained the importance of segmenting the target audience according to demographic, psychographic, geographic and behavioral characteristics. 

With demographic segmentation, you can use the most common targeting options such as age, gender, education level, income status, and family structure.

With psychographic segmentation, you can define your target audience in detail and focus on characteristics such as lifestyle, values, personality, and interests.

With geographic segmentation, you can select a country, city or target specific regions in a city.

With behavioral segmentation, you can divide your audience based on their purchasing intent and focus on specific advantages that will motivate each segment to buy.

With device selection, you can separate mobile and desktop users and even target only the people who use certain mobile devices.  You can develop specific suggestions for each segment.

You can focus on the timing of your ads and set different time periods for different segments.

You can create special target audiences by using email addresses that you have.

A common mistake is defining a few large audiences. When the audience is too big, there will be too many people with different profiles. Giving only a single marketing message to all of these people will motivate only a part of them. What you need to do is to create sub-audiences and give each segment specific messages that will motivate them the most.

A men’s clothing brand was targeting all the men with their product ads. When they segmented their target audience and developed tailored suggestions for each segment such as office style (with ads during working hours in the selected regions of metropolises), slim fit shirts (for young age group) and classic fit shirts (for middle age group), they increased their conversion significantly.  

A dairy brand received positive feedback from each segment with their low-fat milk ads for middle age women living in big cities and interested in healthy lifestyle, calcium-enriched milk ads for middle and upper age women interested in nutritional supplements. They retargeted the people who visited the specific product pages on their website and continued the communication with banner ads.

A university-backed dental clinic located in a central commercial district achieved significant conversion with location-based ads. They were communicating with white-collar professionals coming to work in this district in the daytime. The message was to get high-quality service in a close location from doctors who are experts in their fields. Their conversion was so high that they had to recruit extra staff.

A jewelry e-commerce store was targeting a large audience and using a single message.  When they targeted 18-24 years old segment for relatively cheap, colorful, trendy products, targeted 40+, university graduate, high income segment living in big cities for prestigious products, they increased their conversion significantly.

Google Ads in 2020

You should concentrate on the topics below to achieve maximum conversion in Google Ads in 2020.
o How to Select the Location?
o How to Determine the Demographic Targeting?
o What Should You Pay Attention to in Device Selection?
o What Should You Pay Attention to in Language Selection?
o What Should Be the Timing of Ads?
o How Should You Determine the Budget?
o How Should You Set Up Bidding?

You should focus on the topics below to achieve maximum conversion in Google Search Ads in 2020.
o Where to Publish Your Ad?
o How Should You Set Target Audience Pricing?
o How Can You Benefit from Auction Information?
o Keyword Strategies: How Can You Achieve the Highest Conversion?
o Effective Negative Keywords List
o How Can You Get the Highest Quality Score?
o How Can You Write the Ad Content Effectively?
o How Can You Use the Ad Extensions Effectively?
o How Can You Track the Keyword Performance?
o How Can You Achieve Success with Branded Ads?
o How Can You Achieve Success with Product and Service Ads?
o How Can You Use Dynamic Search Ads Effectively?

You should evaluate the topics below to achieve maximum conversion in Google Ads in 2020.
o Remarketing Ads
o Dynamic Remarketing Ads
o What Should You Pay Attention to in Display Ads?
o Shopping Ads
o GSP / Gmail Ads
o YouTube Ads

Facebook, Instagram & Messenger Ads in 2020

As the organic reach declines, social ads become more important.

You should concentrate on the topics below to achieve maximum conversion in Facebook, Instagram, Messenger Ads in 2020.

o How to Select the Location?
o What Should You Pay Attention to in Language Selection?
o How to Determine the Demographic Targeting?
o How to Benefit from the Interest-Based Targeting?
o How to Determine the Behavior Targeting?
o Other Options for Identifying the Target Audience
o Which Platforms and Placements Provide the Best Result?
o Should You Select the Devices?
o What Should Be the Bidding Strategy?
o Increase Efficiency with Relevance Score

You should evaluate the topics below to achieve maximum conversion in Facebook, Instagram, Messenger Ads in 2020.
o Site-Targeting Ads
o Post Ads
o Fan Acquisition Ads
o Retargeting Ads
o Lead Ads
o Messenger Ads (& WhatsApp Ads)

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I explain all these topics in detail in Digital Marketing Strategies Book.

Selected as “Best Digital Marketing Books of All Time” get more information here: http://korayodabasi.com/digital-marketing-book/

See it on online bookstores: http://korayodabasi.com/#buy-the-book

Some Ideas You May Use in Your Google Ads Campaigns

Note: I am only providing the ideas below just to expand your perspective. Every idea might not fit every campaign or may create different results in different campaigns. You may get inspiration from these ideas, develop your ideas and perform your tests in your campaigns.

Strategy 1 (if your budget is running out too fast)

  • Decrease your mobile click bid 20% to 40%.
  • Pause your ads in the hours when you have low sales.
  • Only focus on selected cities or regions, where demand for your product is high.
  • Pause the demographic selections that do not fully match with your target audience.
  • Set the ad platform only as Google in search ads (remove the selection of ad partner sites or display network).
  • Monitor the campaigns that consume your budget, consider pausing them if the conversion is low.

(Note: If you perform all of these at once, then this may significantly decrease your ad impressions. You may adopt a step by step approach.)

Strategy 2 (if your conversion is too low)

  • If your products are expensive, test certain device selections like iPhone x in order to reach to a high-income audience. Increase your bid price for this segment.
  • Try to fully match the perspective of your target audience in your selections.
  • Make more detailed demographic selections.
  • Select only high income districts in selected cities.
  • Focus on your branded ads. Make sure you do everything you can. Those people know your brand and will generate the best conversion.
  • Monitor the performance of ads on your Analytics panel. Are you targeting the wrong audience or is there a problem regarding your website?

Strategy 3 (if you want to reach new audiences)

  • Test similar audiences or in-market segments in Google Ads display network.
  • Try targeting different age groups or the people living in different cities.
  • Lower your click bid in search ads (other than branded ads) for the people who already came to your website.
  • As these people will start a new communication with you, focus on trust and your comparative advantages in your message. Make the first step easy, provide an advantage if possible.

Strategy 4 (if you want to reach global audiences)

  • As your budget will be consumed faster, select specific audiences. Provide tailored messages to these people.
  • If your website is only in English, do not target any other language.
  • Focus on trust in your message. Talk about global delivery feature, free returns, number of successful shipments, etc.
  • Most of these people will not buy immediately. Try to convince them with remarketing ads.

Some Ideas You May Use in Your Facebook & Instagram Ads Campaigns

Note: I am only providing the ideas below just to expand your perspective. Every idea might not fit every campaign or may create different results in different campaigns. You may get inspiration from these ideas, develop your ideas and perform your tests in your campaigns.

Strategy 1 (if the conversion is too low)

  • Create different target segments using demographic, interest and behavior targeting and monitor the conversion of each group. Do some of the groups produce good conversion? If not, there may be something wrong with your message or your web site.
  • Try using the bidding strategy as Link Clicks or Landing Page Views.
  • Select only the News Feed as the placement.
  • Focus on selected cities or regions in geographical selection that might produce the best conversion.
  • Use tailored messages and visuals for each target segment.

Strategy 2 (if you want to reach new audiences)

  • Create new (or modify existing) audiences with demographic, interest and behavior targeting and monitor the conversion of each group.
  • Use tailored messages for each target segment, make it easy for them to start working with you.
  • Exclude your Facebook page fans when you are identifying your audiences.


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