April was a busy month for a lot of marketers (ourselves included). With many businesses around the UK and the rest of the world pivoting their offering to accommodate the continued lockdowns and economic changes, there was a lot of work to be done.
To help keep you up-to-date on the major changes we saw, here are the top 3 changes:
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Order your next takeaway via Instagram Stories
With all the recent strict but necessary restraints, an industry that has significantly struggled more than others has to be the hospitality sector. With restaurants having to close and customers being unable to collect food, some businesses have had to adapt their strategies and resort to solely offering online deliveries.
To help restaurants and takeaways gain more business, Instagram has recently launched a brand new feature on its platform, offering opportunities for food brands by allowing their customers to order via Instagram stories.
To help restaurants increase their engagement and exposure, customers are given the chance to add stickers to their Instagram stories. This means their followers will be able to see what they have ordered and will also help promote the selected restaurant.
This new feature was launched in the US and Canada last week and has very recently made it’s way to the UK as part of a worldwide rollout.
Instagram has stated the reason behind this new feature is to support local businesses through the lockdown and allow restaurants to promote themselves as sales fall.
When using the feature, it will take customers off-platform to the delivery provider used by the restaurant, usually Deliveroo or Uber Eats.
Deliveroo has seen almost 1,700 new restaurants join the delivery platform in the past few months, meaning more restaurants will be able to extend their sales through delivery.
On March 25, Deliveroo reported a 435 per cent jump in how many restaurants signed up, compared to the previous period.
Businesses can add the “Order Food” sticker to their Instagram stories to encourage their followers to order. This would be a great feature to use when showcasing new dishes on the menu or in fact on any dishes that look good enough to order!
Q1 Google Ad Revenue Reported
Google recently posted its Q1 earnings which were higher than expected (expected $40.3 billion, made $41.16 billion).
While they had commented that “performance was strong during the first two months of the quarter, but then in March we experienced a significant slowdown in ad revenues.”, they still saw enough businesses spending money on the Google Ads platform to have a record Q1.
Ad forecaster eMarketer characterized the results as “in line with our relatively optimistic scenarios for digital advertising in Q1.” Indeed, some people are putting a very positive spin on the company’s earnings. Wall Street also likes the results and Google’s stock is up in after-hours trading (in March, eMarketer revised its ad forecast to account for anticipated revenue declines, but still expects spending to grow this year by 7%).
Takeaway: Paid search ads have proven themselves to be essentially “recession-proof” in the past. If your competitors are spending money on search ads and you’re not, not only are they saving money by not bidding against you, they are potentially reaping all of the benefits and taking new customers.
LinkedIn Ads’ New Targeting Options
LinkedIn Ads is a great tool to generate B2B leads with its many advanced targeting options. If you’re looking to generate more leads through paid advertising, LinkedIn is definitely worth considering.
LinkedIn Ads lets you target your campaigns by company, job title, location, industry and many more options like these. In April they’ve announced that they’ll be adding 2 more targeting types. And with these two new types, LinkedIn will be using data from Forbes and Fortune as well as using its own.
You can now target by company category and company growth rate.
Company Category: With this targeting type, you can reach people based on what category or list their company falls into. On the targeting page, there are now lists you can choose from, such as Fortune 500, Forbes World’s Most Innovative Companies and LinkedIn’s own country-based lists. It’s a great way to quickly target these companies and reach the companies more relevant to you.
Company Growth Rate: This one allows you to target companies according to their employee growth rate, year-on-year. The options vary from negative growth companies to 20%+ growth companies, and LinkedIn helps with this based on its own data. If you’re familiar with LinkedIn advertising, you might say ‘we already had the option to target by company size’, well yes, we did. But can we actually say companies update their size on their LinkedIn company frequently? This is exactly why this new targeting type is exciting because it doesn’t rely on companies updating it, it relies on how many employees there are according to LinkedIn’s own data.
We’re certainly excited to see how people are going to use these features and how useful they’re going to be.
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