Digital Marketing Melbourne

Video Outcomes is a Melbourne based Digital Marketing Agency with a focus on helping SME’s navigate the many pathways that are possible in presenting their products and services to their potential clients.

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Social MediA Marketing

Video Outcomes can help you reach your audience on one or multiple platforms:

  • Facebook Advertising - Cost effective and great for volume based digital advertising with great targeting and re-targeting options.

  • LinkedIn Advertising - Expensive but there is no other platform like it in the B2B space in terms getting your services or products directly in front of a company’s decision makers.

  • Youtube Advertising - Advertising on the 2nd most used search engine and website in the world has many upsides.

  • Instagram Advertising - Cost effective and great for volume based digital advertising with an emphasis on products and services that have standout imagery to engage the platforms users.

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Search Engine OPtimisation

See your website traffic thrive and grow with increased organic traffic from it ranking higher and higher for search terms people use to find your products and services.

Video Outcomes specialise in competitive Search Engine Optimisation (SEO). This means analysing the signals and the website structures of your competitors that Google is placing at the top of the search results page and making sure that you are right beside them and eventually above them!

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Video Production Melbourne

There is no quicker way to get your company’s story, product or service across than with video.

What was once reserved for organisations that could afford to advertise on television is now available at an affordable price both in terms of production cost and distribution costs.

The distribution of digital marketing video content online has so much more relevance and targeted reach than television advertising could ever come close to.

Display your products and services at their best and target them to online audiences that want them!

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Google Adwords Marketing

Don’t have the time or patience for Search Engine Optimisation or perhaps it’s cheaper just to buy the top spot on Google?

Video Outcomes can help you find out and help run your Google Adwords Campaign to its fullest potential.

For competitive search terms, it will be highly likely that the only way to get people to see your business correlating to a true No.1 ranking on Google is with a paid advertisement. So if you want it and you don’t want to wait, get in touch and we’ll make it happen.

 

Have a question? Please don’t hesitate to make contact with us!

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Google Search Ads

 

Google AdWords Advertising Melbourne

Melbourne based Google Adwords campaign management

Google AdWords Campaigns are one of the most effective ways to reach potential customers online.

The best thing is that these customers are searching for your products and services right now, not months from now, and you can almost instantly place your ads right where they can see them.

Unfortunately, the Google AdWords platform isn’t the most user-friendly experience when trying to set up, monitor and then optimise a campaign.  We have seen how expensive and ineffective a poorly run Google Ads campaign can be. 

We can help you avoid common mistakes, and quickly get your campaign up and running so your business can utilise the power of ads placed on the most widely used search engine on the planet!

What do I need to know about Google AdWords Advertising?

Google is the most used website on the planet and takes up 70% of all search engine traffic.

Text based advertisements can be placed via auction on specific search terms or “keywords”. The higher the bid the higher the ad will place and the odds of it being clicked by a user increase significantly.

Using the Google Ads Keyword Tool we can know how many times per month users in a given area input that keyword into the Google Search Engine. It will also tell us what the average cost is to place an ad at the top of the results page is for that term.

So, after completing some research, for a video production company based in Melbourne:

·       An obvious choice for a useful keyword or search term is “Video Production Melbourne”

·       “Video Production Melbourne” will searched for on average 880 times per month on Google.

·       The cost to put an ad at the top of the results page will be $15.81(USD) at the time of writing.

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There can be many different variables for the same keyword and each variable has its own search volume and associated cost e.g. Video Production Company Melbourne or Corporate Video Production Company Melbourne.

The more specific a search term the more reduced its search volume is likely to be, however, this does not necessarily mean the cost of placing an ad there is less as some specific terms could lead to quicker sales. Someone searching for “video production” may not have the same purchase intent as someone searching for “video production for corporate event”.

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SEO vs Google AdWords

A Google AdWords campaign can be perfect for companies that want to test the waters before committing to a full SEO campaign. You can test the quality of traffic that comes from particular keyword phrases immediately instead of waiting for the months that it may take to rank your website. Plus you can guarantee that your advertisement and the link to your website is genuinely at the No. 1 - 3 spot (for high traffic search terms these listings are reserved for companies investing in a Google AdWords Campaign).

Do I need a custom landing page for my Google AdWords campaign?

B2B Google AdWords Campaigns

Our suggestion will almost always be a yes, a custom based landing page will perform better your websites homepage for a service based or a B2B based AdWords campaign.

Though the information your customer is seeking may be available somewhere in your website the truth is that:

  • people can be lazy

  • your competitors are providing information quickly and efficiently to potential customers

  • on average websites lose 50% of website traffic per extra click/web page that the customer has to take on their purchase pathway

It is simply not worth losing potential clients because the information they were seeking was not immediately available to them. By removing the barriers (such as extra web pages, providing contact forms immediately) in your customers journey you can increase conversions on your website such as phone calls, contact form submissions.

Lastly, for a truly honed in Google AdWords campaign that is utilising the Google Ads Algorithm to its fullest, a specific landing page that has unique goals/features for the algorithm to track user engagement is very important as it will use this data to find more people that are likely to complete the same goals.

E-commerce Google Adwords Campaigns

For e-commerce products a direct advertisement that connects through to a product purchase page may be suitable depending on the product, the quality of the item purchase page and the keyword associated with the advertisement.

How can I optimise my Google AdWords Campaign?

The optimisation and improvement of a Google AdWords campaign can based on multiple metrics.

Keywords and negative keywords

By accessing data available through Google Analytics and linking it to your Google Ads campaign we can correlate data points such as 1) how much time individuals are spending on your website with 2) the search term they used to get their (and advertisement connected to that search term).

Some search terms will be less profitable than others or will generate traffic from users that are less likely to be ready to purchase. This information will come to the surface after a few weeks and we can remove if from the campaign.

Placement of advertisements using the “phrase match” setting on Google AdWords will show your ads to people that you want and unfortunately to people that you don’t want in the short term.

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For example, if your business is a flower shop and you use the phrase match setting to place an advertisement for the search term “flower shop”, your ad will be shown for terms that include extra text that may bring useful traffic to your website but will still cost you money.

Ads displayed for the term “Flower Shop” will be shown to people that also search for:

  • Cheap Flower Shop – You may be a high end service provider and these users will never be available to afford your product.

  • Flower Shopping Network – This may not suit your business.

  • Online Flower Shop – Again, you may not provide this service.

  • Nick’s Flower Shop – Not your business.

  • Flower Shop Near Me – Highly useful traffic

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 Any keywords that are identified as non-useful will be added to your campaign’s negative keyword list which tells the Google AdWords platform not to include it in your advertising campaign.

Online research conducted by Video Outcomes prior to starting your Google ads campaign will allow us to remove a few of these non-useful search terms but will not identify all of them. Other search terms may seem potentially useful at the start of your campaign but when the data is analysed over time they may identified as wasteful and will be removed from the campaign.

Does your landing page need improving?

Any kind of online advertising could actually be considered a test of your website’s ability to convert traffic into customers.

If your website has traffic but isn’t converting sales or leads then you can be sure that there is an issue with either the quality or display of the information available to users or there is an issue with users experience on the website (i.e. how well can the user navigate the website?).

Video Outcomes can create new, review or improve your website’s landing page and thus your potential clients user experience on your website.

Bidding Automation (maximise conversions)

Similarly to a Facebook Ads Campaign, we want to utilise the powerful Google Ads algorithm as much as possible when we can.

  • Using Google Analytics on your website, select events to track (such as page views, product purchases, button clicks, contact form submissions and telephone button clicks).

  • Drive targeted traffic to your website through the creation of text based ads that are allocated to unique keywords.

  • Users will begin to visit your website and will be tracked based on their actions on the website.

  • When enough successful actions on your website have been made, automated campaign will optimisation begin. This means that we will allow the Google Adwords algorithm to find new customers that have similar features to people that have previously completed actions on your website.

  • Retargeting new advertising content to potential customers that did not complete a transaction can begin.

Google Ads Not For You? Have you thought about advertising on another platform?

Video Outcomes specialise in the highly targeted distribution of videos across multiple platforms including pay-per-click platforms such as:

LinkedIn Advertising

Facebook Advertising

Youtube Advertising

LinkedIn Advertising

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Whether it’s the targeted distribution of videos, bringing highly specific B2B traffic to your website or generating leads through website conversions or lead generation forms, LinkedIn Advertising truly stands out from the crowd as the best B2B communications advertising platform.

LinkedIn Pay-Per-Click Costs 

At as much as $15-$20(AUD) per click, LinkedIn Advertising’s cost-per-click are significantly more expensive than Facebook Ads and Google Display Ads ($0.60 - $2.00). Note: Google Search Ads depending on industry vary widely based on the value of the search term for that industry.

For B2B businesses looking to make contact, distribute information or develop their brand amongst their industries professionals this cost is worth it considering the targeting options of LinkedIn Ads.

LinkedIn Advertising Targeting Metrics

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Over time Video Outcomes has found that the most useful targeting combination options available through the LinkedIn Ads platform are targeting by:

  • Location

  • Job Title

  • Company Size

  • Industry

  • Job Seniority

  • Member Skills

  • Years of Experience in the Job

 Your message will be received only by those that need to see it!

To put that into a real world scenario you could target your advertisements specifically to people to that are Business Development Mangers (Target = Job Title) working in Manufacturing (Target = Industry) for company with 11-50 employees (Target = Company Size) in Melbourne (Target = Location).  Note: This example would likely only have an audience size in the hundreds to low thousands. Our experience has been that LinkedIn Advertisements get shown to more people if the overall audience size in above 10,000 people.

You can also upload your own e-mail contact lists that you have already developed directly to the LinkedIn Ads platform.

LinkedIn ADVERTISING Audience Insights Tag

The LinkedIn Audience Insights tag is a unique bit of code that helps track users on your website and when utilised correctly can be very powerful.

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By installing the tag on your website, and over time populating it with visitors from your website, numerous tracking options become available including the ability to identify by name the company (and in many cases) the individuals that visited your website on any given day.

LinkedIn Advertising Melbourne

LinkedIn Video Advertising

The great thing about LinkedIn is that its users watch respond to both long form and short form video types. Video podcast’s, webinars, and other unique types of content marketing videos can create just as much engagement as shorter form video advertisements seen on Facebook, Instagram and Youtube.

As LinkedIn is genuinely pay-per-click unless a user engages with your content you won’t incur any costs no matter how many people watch your video!

LinkedIn Advertising Retargeting

You’ve spent time and money making sure that people have seen your advertisements. This is the audience is higher up the sales funnel and are now aware of your brand, services or products and may have even engaged with your website. Don’t let them get away! Don’t pay to acquire them a second time. They’ve already been netted by your LinkedIn Insights Tag.

There are multiple methods of retargeting new content to people that have engaged with your previous content such as:

  • Retargeting new ads and content to users that viewed a portion of your videos posted on LinkedIn  (25%, 50%, 75% or the completed video)

  • Retargeting people that engaged with certain pages or events on your website.

 There’s no better way to follow up your initial advertising campaigns than with highly focused advertising that is properly retargeted to potential customer’s closer to the top of your sales funnel.

LinkedIn Outreach

LinkedIn Outreach Melbourne

Another service Video Outcomes offers is creating or taking over direct customer outreach programs for clients. This can be done without an accompanying advertising campaign but really gains traction as an additional service alongside a LinkedIn Ads campaign.

Some of our clients are too busy or simply feel a like a fish out of water when it comes to navigating LinkedIn for sales or B2B business outreach purposes.

By handing over the reins of your LinkedIn account we can take over your outreach program by making initial contact with your potential customers utilising custom messaging and reporting back on the prospective leads that come back to let you take over communications from there.

LinkedIn Ads Not For You? Have you thought about advertising on another platform?

Video Outcomes specialise in the highly targeted distribution of videos across multiple platforms including pay-per-click platforms such as:

Facebook Advertising

Google AdWords Advertising

Youtube Advertising

Facebook Advertising Melbourne

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Truly reach your audience by fully utilising Melbourne’s most thorough Facebook marketing experts.

 Did you know:

  • Facebook is currently considered by most professionals as “pay-to-play” meaning the old days of truly being able to access your audience for free a gone. To reach your entire audience and in particular new audiences on the platform you’ll have to pay.

  • Facebook ads have the greatest potential to reach Australian internet users, with 15 million users, followed by Instagram at 9.7 million

  • YouTube and Facebook are the most used social platforms, with penetration to 80% of Australian internet users, followed by Instagram at 53%

Video Outcomes has in-depth knowledge of how to properly mark-up your website using the Facebook pixel and then how best to drive traffic to your website using Facebook’s ads manager platform.

We specialise in re-targeting your website users based their level of engagement and providing them new content that will take them closer to a sale.

After your website has had enough visitors we can re-optimise your Facebook Ads campaigns to target new customers with similar traits to those that have already completed actions on your website.

Video Outcomes Facebook Advertising Procedure:

  • Install Facebook pixel on your website and select events to track (such as page views, product purchases, button clicks)

  • Drive targeted traffic to your website through the creation of highly engaging content such as video based ads that are distributed using Facebook’s Ads Manager.

  • Users will begin to visit your website and will be tracked based on their actions on the website.

  • When enough successful actions on your website have been made, campaign will optimisation begin. This means that we will allow the Facebook algorithm to find new customers that have similar features to people that have previously completed actions on your website.

  • Retargeting new advertising content to potential customers that did not complete a transaction (based on metrics such as video engagement and user website engagement) can begin.

What is the Facebook Pixel?

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The Facebook Pixel is Facebook’s proprietary code that when placed within your website’s code will start immediately collecting data on events that are useful for targeting customers on the Facebook Business/Ads platform.

When installed, the Facebook Pixel will begin tracking user engagement on your website such as button clicks, contact form submissions and unique page views.

Even if you are not immediately running ads to your website you should install the Facebook Pixel simply to allow it to have as much time to gather data on your website’s users in order optimise your Facebook advertising campaigns at a later date.

 Example of a video based facebook ad for mobile phone display by Video Outcomes, a Melbourne based facebook advertising company specialising in video based facebook ads.

How much do Facebook Ads Cost?

Facebook ad spend can be viewed in 2 ways:

1)    How much does it cost to get people to my website?

2)    How much does it cost to get people to complete an action on my website such as a product or service purchase?

 The answer to both questions unfortunately is…it depends.

Though getting people to see your ad and click through to your website will likely be cheaper than get someone to make a purchase on your website. What will ultimately determine your ad spend costs whether it be based on website visit or website conversion will depend on:

  • The product/service you are selling.

  • How many people this product/service can help.

  • How similar your product is to other products on the market.

  • The total number of competitors in the market that are using Facebook Ads for a similar product.

  • The size of the audience you are advertising to (eg one suburb or the entire country)

  • The cost of the product or service you are selling as often higher cost items or services come with longer customer decision making times.

  • The quality of your advertisement copy/visual content.

 Please contact Video Outcomes anytime to get an obligation free quote for Facebook Advertising. We would love to hear about your product or service to discuss whether Facebook Advertising is the right fit.

Some ideal products and services for Facebook Ads are:

 Local Products & Services Facebook Ads Campaigns:

  • Private schools for Dance, Art, Music and Math and English Tutoring

  • Lawyers, Accountants, Conveyancers and other local professional services.

  • Construction services from building, plumbing, painting, bricklaying and electrical services.

  • Gyms, clothing and other specialty local stores.

  • Restaurants & Food Trucks

 Citywide and National Facebook Ads Campaigns:

  • Products with broad appeal such as clothing, jewellery, electrical goods, food products, health and wellbeing products.

  • Businesses selling software as a service, SEO companies etc

  • PR campaigns for non-profits and government organisations.

Example of Facebooks Ads on mobile interface:

Facebook Ads Not For You? Have you thought about advertising on another platform?

Video Outcomes specialise in the highly targeted distribution of videos across multiple platforms including pay-per-click platforms such as:

LinkedIn Ads

Google Ads

Youtube Ads

Youtube Advertising

YouTube Advertising Melbourne

YouTube is the 2nd most visited website in the world and attracts 44%of all internet users.

37% of all mobile internet traffic belongs on YouTube and 70% of what people watch on YouTube is determined by its recommendation algorithm.

When advertising on YouTube you are advertising on part of Google’s Display network, this means that the two search giants are inherently linked when it comes tracking people on one platform in order to advertise to them on another.

So, if you’re looking up the price of a TV using the Google search engine, odds on you’ll be seeing a Samsung TV advertisement the next time you watch something on YouTube.

YouTube Advertising Melbourne

There are many things to like about advertising on YouTube:

  • You only pay-per-click or pay-per-view, where 30 seconds of view time counts as a view.

  • You can target your video to be shown to people that watch videos from any other specific YouTube channel.

  • You can target your video to people that use particular search terms on Google.

  • A video advertisement on YouTube can be long or short, technically it doesn’t even have to be an ad. You can create any kind of content and distribute it to people that are looking at similar content already.

  • Create new audiences to retarget advertising to using YouTube content.

 If you’ve noticed that you’re not seeing certain advertising from brands anymore you’d be correct!

 In today’s digital age, if a company doesn’t think you’re the demographic for the their product or service, then you won’t or at least shouldn’t be seeing their advertisements.

Youtube Advertising Targeting Metrics 

YouTube can be exceptional in regards to its targeting metrics especially in terms of those that can be excluded from a YouTube advertising campaign. You can include or remove people based on:

·      Age

·      Gender

·      Location

·      The kind of YouTube content they watch

YouTube Ads Not For You? Have you thought about advertising on another platform?

Video Outcomes specialise in the highly targeted distribution of videos across multiple platforms including pay-per-click platforms such as:

LinkedIn Ads

Google Ads

Facebook Ads

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