While all brands run campaigns around festive seasons or celebrations, Ola has always looked forward to April 1st. Since 2015 Ola has been entertaining us with innovative campaigns covering up their new ventures.
2015 – Ola Air
2016 – Ola Rooms
2017 – Ola Wheels
2018 – Ola News Network
While all have been declared as April Fool Pranks, and considering history lets see what Ola brings for us in 2019.
The video released on 29 March, 2019 and this is what Ola mentioned in their twitter.
Dynamic Search Ads (DSA) are powerful assets in your Google Ads account structure. And one of the biggest challenges of management was setting up extensive rules to decide which pages of your sites should show up and which should not.
Page feed is one of the finest targeting sources for your Dynamic Search Ads. You can use a page feed to specifically determine which url to use with DSA. This helps Google to decide when to show ads and to which page they can direct users on your website.
My main reason to use DSA campaigns is to target audiences who are using search keywords which are not still not present in my account. The keywords that are already present in my account are added as negatives in DSA campaigns. And this way I can fill in the gaps of the keyword based campaigns.
But the deal to use DSA campaign is that your website should have a remarkable SEO and the pages that you are targeting should have quality content because Dynamic Search Ads use this content to show Ads on the SERP. When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad.
Creating Feed for Your DSA Campaign
Creating a feed for your DSA campaign is pretty easy and all you need is the sitemap of your website. If you do not have your sitemap at present, do not panic. I generally use the screaming frog tool to pull out all the Urls present in my website.
The feed templates mainly consists of two columns – Page URL and custom label
Page URL column consists of all the links to web pages that you want to target. Make sure, while adding url you remove the tracking parameter.
Custom Label allow us to create auto target rules. The labels can help us target ads within our page feed and adjust bid per label. You can enter more than one custom label per row separated with a semicolon.
Page feeds are a fantastic way to customize your DSA strategy and give you more control over which pages to show. Although it requires a bit work in the setup phases than utilizing Google’s crawl of your website, Page Feeds can save you a lot of time and headaches from page exclusions and complex Auto Target rules.
You can lear how to create a page feed for your DSA campaigns in this LINK
Starting April 30, 2019 the Relevance Score metrics will no longer be available. It is being replaced with 3 new metrics – Qulaity Ranking, Engagement Rate Ranking and Conversion Rate Ranking, which according them will help to better dignose whether the ads are relevant to the audience.
Quality Ranking explains the quality of your ads compared to other ads competing for the same audience.
Engagement Rate Ranking explains how your ad’s expected engagement compared to ads competing for the same audience.
Conversion Rate Ranking explains how your ad’s expected conversion rate compared to other ads with same optimisation goals competing for the same audience.
In addition to relevance score Facebook is shuttering six other ad metrics next month.
Cost Per Offers Saved
Cost Per Messaging Replies
Mobile App Purchase ROAS
Web Purchase ROAS
Facebook is introducing new metrics that will aggregate data from the shuttered metrics.
LinkedIn introduces the interest level targeting in its marketing solutions. The targeting is similar to the interest level targeting in Facebook. This new feature lets you target exclusively relevant audience that is spending more time than ever on the newsfeed, engaging with content and joining the conversations they care about. you can leverage these activities to create more tailored campaigns and reach the professional audiences that matter most to your business.
With interest targeting you can:
Serve relevant ads and content that match a member’s professional interests. Interest targeting can help you shape brand perception with different professional audiences by associating your brand with the topics that they care about. For example, if you sell Cloud Computing services, you can target members interested in “cloud computing” and create a campaign with Sponsored Content ads that show how your solution is helping business do more with their data.
Deepen your influence with the buyer committee within your target accounts. Today, many of our customers use LinkedIn’s powerful account targeting to inform their Account-Based Marketing campaigns. Now you can kick it up a notch by using account targeting along with interest targeting to reach an audience of potential buyers who have already expressed, or are likely to express, an interest in the content that’s relevant to your business.
Reach those interested in pursuing a certificate program. You can also use a combination of degrees and interests to reach the audiences who would be a naturally fit for higher education programs.
This sure looks interesting and convenient for marketers to advertise content to relevant audiences. Let me break it like this, till now we were only able to target audience based on their job profiles, now, what about those audiences who have little or no interest at all in their jobs and have shown interests in topics related to your content in the past.
LinkedIn Interest Targeting vs Facebook Interest Targeting
Facebook Interest Targeting
Business & Industry
Family & Relationships
Fitness & Wellness
Food & Drink
Hobbies & Activities
Shopping & Fashion
Sports & Outdoors
LinkedIn Interest Targeting
Arts & Entertainment
Business & Management
Finance & Economy
Marketing & Advertising
Politics & Law
Sales & Retail
Society & Environment
Society & Culture
Each platform has nine categories to target and if you further break them down I feel that LinkedIn has more niche targeting than Facebook. The user behaviour of the same user is different in both platforms, this means if you were to look at someone’s LinkedIn interests and then look at the same person’s Facebook interests, you’d probably think they come from two different people.
LinkedIn has recently introduced the LinkedIn Pages. Having a company page on a professional platform like LinkedIn is essential. A company page gives you an opportunity to reveal and take part in important conversations about your brand. The LinkedIn Company page has been relaunched as LinkedIn pages and the interface is cleaner and more features have been added to this marketing tool.
Launched on November 13, 2018 and if you still have not updated your company’s profile page, then here is some updates that you need to know about LinkedIn Pages in lInkedIn’s own words.
Join the Conversations that Matter
LinkedIn pages has made it easier for the admins to post, update and respond to comments from anywhere. Admins can now associate their page with upto three trending hashtags. While admins has the ability to post images, native videos and text to their company pages, now there is a new feature to share documents like PowerPoints, Word Documents and PDF’s to tell richer and more compelling brand stories.
Know and grow your Audience
One of the major updates about LinkedIn pages is the Content Suggestion. Now it will be easier for admins to know what contents will add value to their community. By knowing this they can create and curate contents that will surely engage their target audience. To understand if this content strategy is a success, LinkedIn Pages now provides stronger visual analytics for admins. You can filter by any time frame to determine how your strategy is performing over time. All admins will receive a monthly summary email, providing them with the demographics of people visiting the site and which content they are interacting with.
Engage with your People
Being one of the used platforms for job searchers, LinkedIn Pages has an update where your company page can engage with your own employees and member following the page. This new feature now helps organisations to re-share and respond to content posted by their employees and members on the LinkedIn feed. LinkedIn also claims that they will be rolling out an ability that will help re-share and respond to posts where a company’s page is mentioned, such as a testimonial or a product review.
With these latest updates it has been way more easier for community managers or page admins to analyse, create and curate a content strategy that can help their brand to stand out in the crowd.