In today’s episode, we simplify the digital marketing universe for you in terms of your paid ads campaigns. We’ve broken down the process of building a successful campaign in 8 easy-to-follow steps.
Any good plan stems from knowing what success looks like. Success is not just the direct repercussion on your business revenue. Success is the softer goals set for your marketing activities as well – the reach of your campaigns, the recall value of your creatives, your social media ptat scores and all those little items that come together to make a complete campaign lifecycle.
As digital marketers, one of the key aspects we love talking about is the structure of our search campaigns. Fitness experts flex by actually flexing their muscles and showing their toned bodies to prove what they say works. Digital marketers flex by showing off their campaign structure. We start our episode by talking about this very topic – the structure and organization you have in your campaign activity.
We’ve gone on to further simplify the process into 8 steps. Scroll below for a timestamped update for you to skip to the main steps easily. Our approach towards bringing efficacy in campaign management is usually led by a performance model i.e. we look at bringing revenue in for the business. Our campaigns’ main goal would be sales/bookings and although that is not a direct goal within the campaign setups sometimes, we ensure that we keep an eye on the business side of the brand to maintain stability and consistency in all your paid media efforts.
We cover the entire consumer journey from customer acquisition to customer retention. Should you, as a brand, focus on building your brand name and recall or just blindly sell, sell, sell?
Watch this episode for a few tips on campaign management to know how to bring in the highest efficacy levels to your paid advertising.
We’d love to hear from you and your experiences. Drop us a line at info@abovedigital.com or join the conversation #ThisWeekatAD on Social Media.
Share this post with a friend or colleague who you think is looking for this type of a solution or support.
Timestamps:
Titbit: 2:09 – Don’t be a follower! Find what works for you and action accordingly
Step 1: 4:05 – This is a basic that most campaign managers miss out on! Make sure you have this within your campaigns.
Step 2: 12:36 – Does anyone read anymore? Most of us think not…
Step 3: 15:43 – Are you doing the thinking in your campaign management or have you put that job on the platform? Watch here for what we believe is the best way to do this.
Step 4: 19:54 – Know your brand goals. Decide between market awareness or capitalizing more market share.
Real Life Example: 22:03
Step 5: 24:29 – SHOW ME THE MONEY!
Step 6: 27:50 – “An hour of planning can save you 10 hours of doing” Dale Carnegie
Step 7: 31:32 – Dive in! Hold up, wait. Test the waters first.
This episode marks the end of our mini-series on what to do when your ads get rejected, page disabled, account suspended or facebook or instagram hacked. In this final part, we address security measures that you should take to ensure your accounts have maximum protection.
We talk about all aspects, from simple and easy hacks to ensuring you have backup and recovery codes for your Instagram account, Google account and others. The episode touches on the sensitive topic of malicious activity through the form of links or even browser extensions.
We even have a quick mention of the safety of the all-time mighty Apple devices. Although at Above Digital, we are iOS fans at varied levels, sometimes more skewed towards desktop and laptop devices like the iMac and the Macbook Pro, others engulfed in the full suite of Apple products ranging from the iPhone right until the Apple TV, we realize that every device has its limitation, if treated incorrectly.
It’s always a stressful time when your paid ads stop running, for whatever the reason. It might be campaign management on pause because your account is hacked or alternatively, maybe your page is disabled and you’ve been restricted from running ads. Either way, the result is that you have to focus more on coordinating and fixing rather than looking at platforms and analysing data – a space no marketing manager would like to be in.
Comment below, drop us a line at info@abovedigital.com or join the conversation #ThisWeekatAD on Social Media
Share this post with a friend or colleague who you think is looking for this type of a solution or support.
When your ad account is hacked, it’s like being cut off at the hip and then being asked to run a marathon. We know the feeling. We went through it. With all clients in the red at one shot because of a hack that came out of nowhere, it disrupted our otherwise peaceful daily lives and good performing campaigns.
This episode in particular talks about our journey when we got hacked. The moment we realized what was happening and the steps we then took to get our Facebook Business Manager cleared off the hack activity. It was a long process and the light at the end of the tunnel was possible only with the unconditional support by the Meta support team. Whenever we think of the hack, our immense gratitude towards the team is a natural reaction.
The episode details out the steps you should take when going through a hack. It seems to be a commonplace issue today. Facebook ad account is hacked. Instagram page or profile has been hacked. It’s like an epidemic. You don’t have to panic, nor do you have to give up. You can get out of it. Remain patient. See the journey through the entire way. There will be fruitful results.
If you need any help or guidance, please reach out to us in the comments below or on info@abovedigital.com. We would be happy to have a chat to point you in the right direction or work with you in more detail to solve the concern.
Comment below, drop us a line at info@abovedigital.com or join the conversation #ThisWeekatAD on Social Media
Share this post with a friend or colleague who you think is looking for this type of a solution or support.
Today we discuss and debate the most talked about conversation in the marketing world right now.
How do you deal with security issues and tech deaths? We cover it all, your ad accounts getting hacked, your page getting disabled and what to do next. Above Digital was recently hacked earlier in the year and we worked diligently with the Meta team on how to get our Facebook Business Manager released from the hack and to start advertising again and move forward.
We start off the episode by talking about something simpler which is ad rejections.
We’ve all been through this. There’s a last minute campaign that we want to take live, It’s Friday evening and your ads are in review for the longest time! While you keep praying that your ads go out of review, you realize later that you should have been more specific in your prayers. For now, your ads have gone out of review and you get the dreaded notification from Facebook Ads or Google Ads, that your ad has been rejected! The panic slowly starts creeping in. What do you do? We discuss in detail about what to do when your Facebook ad or Google ad is rejected, what the Facebook and Google policies mean and how to move forward.
If an ad getting rejected wasn’t the worst feeling in the world, Instagram has a new level of heart attack to provide. Your page has been disabled! Or the even better line from Facebook which says Your page has been restricted from advertising! What is a paid ads company to do from there? All page restrictions normally stem from a certain set of policies which we talk about in detail and how to combat it no matter what stage of the journey you are in.
And of course, we are no stranger to the dreaded message that your ad account is now suspended. Luckily some of these reasons for suspension are quick fixes and almost always solvable. We talk about the best way to address these issues and most importantly, staying calm through it all.
We’d love to hear from you and your experiences. Comment below, drop us a line at info@abovedigital.com or join the conversation #ThisWeekatAD on Social Media.
Share this post with a friend or colleague who you think is looking for this type of a solution or support.
Useful links that are referenced in our conversation:
4:06: An example of one of Facebook policies that can get your ads restricted and how to fix it to be able to advertise your product correctly
5:45: How to deal with your Social Media page getting disabled? It all comes back down to the Facebook policy and how to tailor-make your content to fit in with the policy guidelines
9:14 Your ad account is suspended. Now what?
10:28 What does circumventing a policy mean? This can be for either Facebook or Google
12:05 We got hacked! What did we do? We give a brief outline into our journey, but tune in to our next episode to know more about the hack, details of what you would need to do and how to move forward.
For those of you active on TikTok, you guys know what we are talking about. Unfortunately (or maybe fortunately ;)) Above Digital isn’t on TikTok so there is no video of us jumping around for joy when this episode was released!
This week @ Above Digital we discuss the importance of being on TikTok. The main concept of TikTok is jumping on the trend bandwagon, both in terms of the content you need to post and in terms of being present on the platform at all. We discuss the need for your brand or business to be in this place.
We talk of marketing goals, what type of campaign activity you are focused on, whether or not your performance marketing should have TikTok Ads in the media plan or even if organic content on TikTok can add revenue to your business.
When consuming Social Media content as users, even us advertisers and marketers get lost in the world of viral marketing or hours of mindless consumable content. We often fall for our own well-planned and bait-worthy marketing strategies. This episode adds a bit of a reality check to the beer goggles surrounding the hot new kid on the block.
We know that TikTok isn’t new as such, but when compared to traditional performance marketing mediums, it is the younger of the lot – the teenager if you will. Is this time to reap the benefits of having a fresh outlook and young approach? Or should you stick to more traditional mediums such as YouTube? We answer the tough questions so that you don’t have to.
Tune in to this episode where we ask you: Is TikTok the right platform for your brand? We’d love to hear from you.
Comment below, drop us a line at info@abovedigital.com or join the conversation #ThisWeekatAD on Social Media
Share this post with a friend or colleague who you think is looking for this type of a solution or support.
For those of you active on TikTok, you guys know what we are talking about. Unfortunately (or maybe fortunately ;)) Above Digital isn’t on TikTok so there is no video of us jumping around for joy when this episode was released!
This week @ Above Digital we discuss the importance of being on TikTok. The main concept of TikTok is jumping on the trend bandwagon, both in terms of the content you need to post and in terms of being present on the platform at all. We discuss the need for your brand or business to be in this place.
We talk of marketing goals, what type of campaign activity you are focused on, whether or not your performance marketing should have TikTok Ads in the media plan or even if organic content on TikTok can add revenue to your business.
When consuming Social Media content as users, even us advertisers and marketers get lost in the world of viral marketing or hours of mindless consumable content. We often fall for our own well-planned and bait-worthy marketing strategies. This episode adds a bit of a reality check to the beer goggles surrounding the hot new kid on the block.
We know that TikTok isn’t new as such, but when compared to traditional performance marketing mediums, it is the younger of the lot – the teenager if you will. Is this time to reap the benefits of having a fresh outlook and young approach? Or should you stick to more traditional mediums such as YouTube? We answer the tough questions so that you don’t have to.
Comment below, drop us a line at info@abovedigital.com or join the conversation #ThisWeekatAD on Social Media
Share this post with a friend or colleague who you think is looking for this type of a solution or support.
Traffic costs are rising on Facebook ads, Instagram ads, Google ads… across the board. We are at the fag end of the year as well as the most expensive quarter of the year. Consumers are open to loosening up the purse strings and advertisers and brands are scrambling for a race to the top of their minds for the prime space in the purchasing lifecycle.
At 1:12:
From the first minute on, we discuss why we see the rise in traffic costs. The reasons that contribute to you pulling your hair out each time your agency/marketing manager proposes higher digital marketing budgets are many, but there is a way to combat them.
At 3:35:
Just a quick insight into what is inventory and what it means for your ad campaigns
At 4:49:
We talk about the state of the digital universe today, for short-term activity as well. Why does the cost of reaching out to a consumer suddenly shoot up at this time of the year?
At 6:25:
From here onwards, we talk about how to deal with the most expensive quarter in all advertising campaigns and how to utilize your marketing budget effectively to get the most out of your paid advertising. Learn the importance of marketing automation that includes newsletters and all email marketing campaign activity, how SEO helps you stay ahead of the curve and how all your content fits in together to find the best working marketing cycle for your business
At 12:50:
“The proof of the pudding always lies in the eating” That’s what we firmly believe and thus, provide a brilliant example of how we’ve used our suggestions on combating the rising traffic costs for one of our clients as well
If you are struggling with limited budgets and rising traffic costs, especially at the end of the year when pressure to perform in terms of sales and revenue is skyrocketing and so is the competition, watch this episode to learn how to make the most of your current activity to get the best results.
As what we believed to be the right first episode for our homegrown series, This Week @ Above Digital talks of the importance of branding. We are a performance driven agency and all of our strategies are directed towards the taking of an immediate action from our clients’ potential customers.
As an agency that emphasizes on the revenue growth of a business, why are we then talking about why you should be running brand campaigns? Watch our views in this video (timestamped at 2:32) in terms of how branding contributes to performance-led activity. We discuss the methods to reach out to your potential audience, be it a cold audience or someone who is already aware of who you are.
This leads us into a natural segway of how to incorporate your branding activity into your existing marketing plan. Does it necessarily mean that all brands need to have KFC advertising budgets in order to build effective brand recall? The great part about branding activities is that it’s not only about pushing paid media activity but giving a true voice to the brand that’s unique to itself.
Give us a listen to know the steps you need to take to make your marketing approach a holistic one which includes a 360 degree brand activity that supports all your organic traffic and seo marketing as well as gives that additional boost to your facebook marketing, instagram ads and ppc activity, specifically with your Google Search campaigns and other avenues in Google ads.
This will be a weekly series released every Thursday, where we will share what’s happening in our digital world during the week @ Above Digital.
There is so much happening on the digital landscape on a daily basis, and it’s all evolving so fast; we thought the best way we can share our weekly learnings and insights is through a web/youtube series which is then re-shared as a podcast.
Click here to watch our first episode in this video series.
These conversations are very raw video footage from our offices shot by yours truly 🙂 but with genuine content.
When working on an account, optimizing a campaign, or strategising a new campaign, we often discuss many different aspects of what will make it work.
We intend to capture conversations like these and share them with you.
I am confident you will enjoy this series.
Our real-time experience in managing campaigns will surely help you in getting better results from your online activities.
I would need your support to make this initiative a success.
You can support us by doing any or all of the activities below 🙂
1. Follow our YouTube Channel so that you are notified each time we launch a new episode of This Week @ Above Digital. Don’t forget to click on the bell*.
These conversations are very raw video footage from our offices shot by yours truly 🙂 but with genuine content.
When working on an account, optimizing a campaign, or strategising a new campaign, we often discuss many different aspects of what will make it work.
We intend to capture conversations like these and share them with you.
I am confident you will enjoy this series.
Our real-time experience in managing campaigns will surely help you in getting better results from your online activities.
I would need your support to make this initiative a success.
You can support us by doing any or all of the activities below 🙂
1. Follow our YouTube Channel so that you are notified each time we launch a new episode of This Week @ Above Digital. Don’t forget to click on the bell*.
2. Share this email with a friend or colleague who will benefit from some training on all things marketing and digital!
3. Hit the “Reply” button to this email and ask me all your questions if you are running a digital campaign and not seeing the results you were expecting or any other marketing-related questions.
My biggest critique is my husband. More than the content, he will share his views on the photos I have shared ? or the other aesthetic elements of the email. Like the fonts! He kept critiquing the cursive font I was using in my emails. So I decided to give Source Sans Pro a try! 🙂 I hope this change has made your reading experience much more comfortable.
*PPS: When you subscribe to our channel, don’t forget to select the bell to get notified when our new video is published next week 🙂
This summer, my family and I travelled quite a bit.
My husband and I went to the Dolomites for a cycling trip for about ten days. (You read the last email about my Dolomites fiasco I did, right?)
Then we had the whole family reunion planned with my husband’s family in Thailand, after which we all flew to India to spend some more family time!
Family times are the best times, and they are important. Good food, games and lots of laughter.
However, travel is always tiring for me. I always indulge myself with a relaxing spa day whenever I return from my holidays.
A nice hammam followed by a relaxing massage was this time’s indulgence 😀
During this spa visit in the relaxation lounge, a group of friends were having a girls’ spa getaway. They were done with their treatment and were enjoying the facilities, chatting over a cup of tea & nuts.
Now, I am least interested in other people’s conversations, but this one sentence from their conversation slipped into my ears, and that was:
When you are out of sight, you are out of mind babe! You have to stay in touch!
Listening to this got me thinking…
As a performance marketing agency, we run paid ads to generate leads & calls or drive footfall or grow e-commerce revenue.
Of course, the point can be argued that paid ad campaigns focus on lead generation, which also creates brand awareness, but all our Ads are direct response Ads, asking for an action.
They push forward the intent of “performing an action” rather than subtly saying , “remember me.”
They are not making you connect with the brand as such!
They don’t force you to think about which business this is or who this brand is that’s following me around everywhere or being smart in their communication.
Have you seen the various billboards on Sheikh Zayad Road for KFC?
This type of ad campaign is called a brand awareness and recall campaign.
When you are hungry and craving chicken …, I bet you will think of KFC, as they have constantly been nudging you about how good and finger-licking their chicken strips are.
I am not a big fan of fried food or burgers but when I do eat once in a while, guess what comes to my mind these days! 🙂
Of course, their juicy, breaded and fried chicken strips!
I understand not all businesses have budgets like KFC to advertise on billboards around the city!.
And also, not all businesses need that level of advertising.
Brand awareness campaigns can be cost-effective, and when done right, they do their job fantastically, that is, create the “top of the mind recall effect”.
For example, a YouTube campaign with a video message running side by side with the direct response campaign, which has a CTA(call to action), will do magic in terms of generating results.
Other activities to generate top-of-mind recall are being consistent in your email marketing.
You already know that I am a big believer in sending regular Emails to your list 🙂
My last mailer confirms with proof that emails work.
But again, what kind of emails work?
Well-drafted, nicely designed email newsletters with clear messaging and action.
Another activity for branding can be supporting local events and networks.
As you already know, I am big-time into cycling, and there are many cycling groups you can be part of in Dubai.
One of the newly launched groups called UAE Randonneurs was coming out with the group jersey. So basically, we wear that jersey every week we ride with them.
I always support cycling as a sport.
I make sure Above Digital is part of such groups every time.
And yes, Above Digital also made it on the UAE Randonneurs jersey.
Now think about it. Say 100-120 cyclists are part of this group and own 2 Jerseys of the group.
They will wear it on every weekend ride. After the ride, we relax and have coffee; fellow riders see our logo and will register our brand.
Can you spot me in the above image?
Can you spot our logo on the riders jersey in the above image?
The Above Digital logo is now part of their cycling wardrobe, and at least once a week for the next year, if not more, they will be seeing our branding consistently week after week.
When they think of Digital Marketing, who do you think will come to mind? 🙂
I will give you one more example of supporting local networks. We did an 8-week digital marketing training for the Dubai Business Women Council in 2019.
About 100 people registered, and almost 30-40 would attend the workshops over eight weeks, with about 10-15 students who were consistent and attended all 8 sessions.
It was a complimentary workshop to support women business owners by giving our time and knowledge free of cost and educating them on how they can use online platforms to make their dream ventures thrive.
The exchange, in this case, was my and my team’s time. DBWC and Dubai Chamber promoted our workshops to their database and did a press release in Khaleej Times on the initiative to support women-owned businesses in Dubai.
I connected with the amazing Women Business Owners, which generated a lot of word-of-mouth marketing for Above Digital. Even today, I get leads from that workshop after almost four years!
Branding exercise does not have to be expensive or have budgets like KFC.
As long as your brand communicates and shows up consistently to its audience, your business will always be on top of mind.
The minute you stop. You will be out of sight. And out of sight is out of mind.
Would you agree now? 🙂
This mailer has gotten very long.
However, there’s one more example I would like to share with you.
After 2020, I stopped sending mailers.
You heard back from me only early this year.
After almost two years.
Were I or my agency, Above Digital, not out of sight, out of your mind until you heard back from me again?
On this note, until next time,
Yours truly,
N
PS: We have launched our new website… yayyyyy ??
Here is the link to our new website. There are still small fixes which are being made… I couldn’t wait to share this news with you. 🙂
PPS: We are launching something new… shhh! It’s still a secret, and I will reveal it in my next mailer.
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![Account Disabled, Suspended or Hacked? [Part 1]](https://abovedigital.com/wp-content/webp-express/webp-images/uploads/2022/12/hacked1.jpeg.webp)
