Mayorkun And Coca-Cola Bring The ‘Ginjaaah’ With An Uplifting Song

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Mayorkun And Coca-Cola Bring The ‘Ginjaaah’ With An Uplifting Song

After piquing curiosity with multiple campaign teasers, Coca-Cola has finally crowned the hype with a song guaranteed to put some pep in your step.

In collaboration with two of Nigeria’s hottest music stars – super-producer, Masterkraft and eclectic singer, Mayorkun, Coca-Cola releases a scintillating new track – Ginjaaah Your Flow.

Earlier this week, the celebrity duo teased fans with a series of Instagram posts of them in the studio.

Mayorkun And Coca-Cola Bring The 'Ginjaaah' With An Uplifting Song- Brand Spur NIgeria
Mayorkun And Coca-Cola Bring The ‘Ginjaaah’ With An Uplifting Song- Brand Spur NIgeria

In the song, Mayorkun retells how we all could use a little ginjaaah, on a slow workday or a dull weekend and Coca-Cola gives a much-needed uplift. With the collaborative single, Coca-Cola tickles our taste buds with a reminder of our essence as Nigerians – effervescent and delightfully voracious in all we do.

Self-titled Mayor of Lagos and now Africa, Mayorkun has his original way of speaking through music that is always captivating and it shines through in the Ginjaaah Your Flow track.

The campaign and single are just the first steps of Coca-Cola’s year-long commitment to uplift Nigerians to transform dull daily moments into memorable and uplifting ones, by reaching for an ice-cold Coke.

You can listen to the ‘Ginjaaah Your Flow’ song here

To learn more about Ginjaaah Your Flow, follow Coca-Cola Nigeria on Instagram and YouTube.

BBNaija: Yerins Signs Endorsement Deal With Wanim Empire

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BBNaija: Yerins Signs Endorsement Deal With Wanim Empire

BBNaija season six ex-housemate Yerins Abraham has bagged his first endorsement deal with a skincare company in Nigeria, Wanim Empire.

The reality star who described himself as a polymath made this known in an Instagram post on Tuesday.

“I’m absolutely delighted to announce that I am the newest brand ambassador of Wanime skincare. Polymaths, please support my new family,” he wrote.

Fellow celebrities and fans congratulated him in the comment section of the post.

Yerins was the first housemate to be evicted from the Big Brother Naija Shine Ya Eye edition after staying for two weeks.

Beatrice and Niyi were other housemates evicted at the same time.

Africa Accelerating 2021 Forum To Hold October 26th-28th

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Africa Accelerating 2021 Forum To Hold October 26th-28th

The key event in the Canada-Africa Chamber of Business’s calendar in the coming months will be an online-and-live international information exchange forum from October 26-28, focused on Canada’s Vital Role as a Committed Partner in Africa’s Economic Restart after COVID-19.

Ivanhoe Mines Ltd., the Chamber of Business’s 2021 premier partner and lead sponsor, is working with the Chamber to address challenges and advance opportunities for enhanced Canada-Africa trade and investment that will contribute to shared and sustained economic benefits.

Kgalema Motlanthe, a former President of South Africa and an Ivanhoe Mines director, will be the conference’s keynote speaker. Mr. Motlanthe was President of South Africa for a period between 2008 and 2009, and then served as Deputy President from 2009 to 2014.

He was Deputy President of the ruling African National Congress (ANC) from 2007 until 2012, and Secretary-General of the ANC from 1997 to 2007. He joined the Ivanhoe Mines board as a non-executive director in 2018.

“Ivanhoe Mines` successful discovery, financing and joint development of the world-scale Kamoa-Kakula Copper District in the Democratic Republic of Congo – which achieved first production in May and began exporting concentrate in July – is on track to become one of the world’s largest and highest-grade copper producers,” said Ivanhoe founder and Executive Co-Chair Robert Friedland.

“Ivanhoe’s accomplishments are a clear testament to the benefits that can flow from multinational cooperation in Southern Africa.”

Mr. Friedland added: “Our joint-venture team, assembled from around the globe, is working in close partnership with the DRC government and local communities to make the world`s next great copper mine a reality. We are forerunners of a new paradigm in mining, which is progressively focused on localized skill development, integrated stakeholder participation, conscientious investing, and environmental stewardship.

Our results show that this type of partnership works and that Africa has a very bright future providing resources that are essential for the fulfillment of our world’s growing commitment to green technology and renewable energy.”

RSVP – https://bit.ly/3gsTfVA

View 2021 Partnership Options – https://bit.ly/3zcokEj

Garreth Boor, President of The Canada-Africa Chamber of Business, commented: “We are looking forward to welcoming thousands of delegates from across Canada and various African markets, virtually, in addition to our in-person VIPs.

Working with Ivanhoe Mines and other partners, we are bringing together leaders from the private and public sectors, policymakers, managers of billions of dollars in investment capital, and showcasing a pipeline of significant projects and opportunities.”

Building on the success of the Chamber’s 2020 forum, Africa Accelerating 2021 will be a hybrid event hosted virtually once again by Toronto-based 6ix, with the in-person venue live from the Toronto office of the McCarthy Tétrault national law firm.

“6ix is committed to unlocking social mobility on a global scale by empowering anyone, from anywhere, to invest in anything,” said founder and CEO Daniel Barankin. “We are driven by our conviction that Africa holds phenomenal growth prospects for investors in Canada and around the world.”

“As a leading law firm in Canada and African markets, McCarthy Tétrault’s mission is to deliver strategic and innovative legal and business solutions for our clients, wherever their business takes them”, explained Pierre Boivin, a Partner and National Leader of the Africa Group at McCarthy Tétrault.

“We are committed to playing a thought leadership role on enabling Canada-Africa trade and investment.”

View Africa Accelerating 2020 – https://bit.ly/3kjNJFN

How To Ensure Your Brand Lands With The Right Audience

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How To Ensure Your Brand Lands With The Right Audience

Did you know that, contrary to what one might think, older age groups are the fastest-growing segments of many social media platforms’ audiences? Facebook, for example, saw users above the age of 65 increase by roughly 25% over the past year, while those aged 50 plus represent Snapchat’s fastest-growing audience segment.

“When brands decide that they want to be on social media, they first need to consider the ages of the audiences on each platform as this plays a massive part not only in the messaging they should use but the format thereof too,” says Alistair Errington, Sales Team Lead at Ad Dynamo – Africa’s leading media sales house.

He unpacks some of today’s most popular platforms and the typical age groups of audiences associated with each:

●    TikTok’s ability to provide users with unrivalled creative freedom, self-expression and shareability to a global audience has made it the top platform with Gen Z. This functionality is important for a generation that has grown up with digital technology and highly values individual expression and inclusivity.

It’s for these reasons that, while choreographed dances and trending pop music tend to dominate the platform, Gen Z is also using TikTok as a means to voice opinions related to socio-economic and environmental issues. One only needs to think about how the youth have taken to TikTok to express opinions on issues such as climate change and the Black Lives Matter movement.

How To Ensure Your Brand Lands With The Right Audience

●  Given the length of time, it has been around, those who are a little older (Millennials) tend to be on Snapchat. These users – who are sometimes referred to as the ‘me generation’ – originally flocked to the platform for its ability to visually share their daily life before competitors like Instagram became more mainstream.

Over time, Millennials have grown more accustomed to the platform, and now prefer it as a means of forging more authentic and personal relationships online, as Snapchat has honed in on its person-to-person sharing ability.

However, the platform does captivate Gen Z too, due to the technology it uses and because this is a very visual generation. Globally, Gen Zers have grown up with this platform, so they know and trust it. They use it to connect with each other. Typically, Snapchat draws 18 to 34-year-olds. 

●  Spotify has very much the same audience as Snapchat since it attracts users who have grown up with the understanding that services are now available to you for free in exchange for sponsorship, advertising or plugins.

This is very much part of Millennials’ lifestyle whereas older generations tend to prefer TV ads. But growth amongst Millennials has also been driven by Spotify’s ability to cater for the Millennial’s need for immediate gratification, which on-demand streaming platforms help fulfil[6].

●     The 20 – 35 age bracket favours Instagram as it not only is a visual medium, but it was one of the first platforms to make use of temporary content which is preferred by this generation. This makes it a primary platform for users to showcase their daily activities and lifestyle, which feeds directly into the Millennial preference for being ‘experience seekers’[7].

●   Twitter users position themselves as the first to break news and this has lent the platform to older generations. For Baby Boomers, Twitter is a means to express their post-war idealism, while for Gen X, it’s a means of asserting one’s opinion and expressing one’s individualism[8]. For these reasons, those over the age of 40 typically engage with Twitter.

●   Facebook has become quite popular amongst older generations especially as it is a way for them to connect with family and friends. In fact, Baby Boomers have increased their Facebook use by double digits since 2015, while younger generations, particularly Gen Z, are becoming increasingly averse to the platform in favour of competitors that offer temporary content[9].

Speaking of Gen Z, with this being one of the most sought-after markets for brands, Errington advises that their advertising must look as organic as possible. “You need to mirror the behaviour on platforms that Gen Z uses. For instance, if a certain behaviour is trending, the brand should echo this.

However, I do also believe that brands need to have the foresight to be ahead of these trends and propagate the platform with their own movements and cultures. The best way to do this is by finding content or topics to bring back from the dead – reskinning it, making it their own, and reviving it.”

Looking at the next generation, also known as Generation Alpha, he believes that this demographic is being primed by platforms like TikTok to express themselves solely via video. “Snapchat introduced the idea of visual communication and TikTok solidified it. Generation Alpha knows nothing but video, so if a brand isn’t introducing camera marketing into its strategy, it will lose this generation.”

Errington notes that there are brands such as those in the banking, retail and automobile industries that have successfully marketed across platforms to reach the different generations at their various life stages. “This helps to build lifelong brand loyalty which can ultimately affect decision-making down the line.”

He concludes by saying: “Regardless of which platform marketers pick, they not only need to know who they are targeting but what each platform lends itself to best and to match that with their strategy.”

AfDB Provides $7.3m For Youth Empowerment

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AfDB Provides $7.3m For Youth Empowerment

In June and July of this year, an African Development Bank (AfDB) technical review committee approved eight project proposals to receive funding is an important milestone for its Jobs for Youth in Africa Strategy.

Approved proposals will receive grant funding of more than $7.3 million to operationalize their activities, creating several new enterprises and an estimated 20,000 jobs for youth across the continent.

Several of the approved proposals were submitted in response to a call from the Human Capital, Youth, and Skills Development Department (AHHD) through the Youth Entrepreneurship and Innovation Multi-Donor Trust Fund late last year. Bank offices, complexes, and departments from across regional member countries submitted nearly 24 proposals for committee review.

The themes submitted included capacity building for entrepreneurs, climate change, gender, affordable housing, food security, migration, and textiles, with the common thread of creating decent jobs for young women and men.

“The diverse range of themes and interests demonstrates the degree that our Bank peers understand that creating jobs for Africa’s growing youth population is a cross-cutting issue to be factored into operations across the continent,” said Martha Phiri, Director of the Bank’s Human Capital, Youth and Skills Department. “The Youth Entrepreneurship and Innovation Multi-Donor Trust Fund is increasingly viewed as a destination resource for financing our scale up efforts to create decent jobs for young women and men,” she added.

The Jobs for Youth in Africa Strategy calls for the integration of jobs and skills for youth across Bank operations to maximize the impact on increasing employment opportunities. It specifically mandates embedding youth employment into Bank plans, projects, staff training and systems, and increasing the Bank’s influence and support in regional member countries. One of the projects approved is leveraging technical collaboration with the International Labor Organization to develop the Bank’s employment marker.

Approved projects include business development support for agricultural entrepreneurs selling online in Malawi and Zimbabwe, training to help staff members of Libya’s Ministry of Labour better meet the needs of young entrepreneurs including women and people living with disabilities, and online training and accelerator program for entrepreneurs in the textile, apparel and accessories industries, and an initiative to boost job creation in climate change adaptation and resilience in Egypt, Ghana, Mali, Nigeria, Guinea, Morocco, Kenya, Uganda, Rwanda, Seychelles, Zimbabwe, Malawi, Chad, Gabon and South Africa.

AfDB Provides $7.3m For Youth Empowerment

The Youth Entrepreneurship and Innovation Multi-Donor Trust Fund provides project preparation and co-financing for Bank projects and places great emphasis on employability, entrepreneurship and job creation through enterprise and value chain development.

The Fund has also supported countries that implement policies conducive to private sector development and youth employment. Also in line with the Bank’s commitments under the fifteenth replenishment of the African Development Fund–the concessional window of the African Development Bank Group–the call for project proposals reflects the Human Capital, Youth and Skills Development Department’s strategic intent to leverage and integrate youth employment and employability into the Bank’s operations in African Development Fund countries.

Launched in November 2017, the Fund promotes the creation of sustainable jobs for young Africans by equipping youth and women-led startups, as well as micro, small and medium enterprises with the skills, financial support and enabling environments to run bankable businesses.

Konga Rolls Out Massive Discount On Back To School Essentials

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Konga Rolls Out Massive Discount On Back To School Essentials

Konga, Nigeria’s leading e-commerce giant, has rolled out a mouth-watering 60% discount offer for students, parents, educational institutions, and other categories of shoppers for its Back to School promotion.

The Konga Back to School promo runs from Monday, August 23 through Sunday, September 19, 2021.

The promotion has witnessed a throng of excited shoppers besieging the Konga website and its network of retail stores spread across Nigeria for the month-long deals.

Checks indicate that early bird shoppers had quickly rushed to both platforms, including Konga Bulk from Monday morning when the promotion kicked off, with the majority of bargain-hunters comprising a mix of students, most of whom are set to return to school for the resumption of classes as well as other individuals and business owners looking for bulk purchases.

Konga Rolls Out Massive Discount On Back To School Essentials

A number of inquiries have also been received by Konga from parents searching for specific items for their children and wards, in addition to concrete interest from schools and other educational institutions eager to close deals on computer systems, laptops, printers, stationery and other accessories.

The promotion is supported by a number of globally-renowned brands including HP, Samsung, Lenovo, ASUS, Zinox, Intel, Coca-Cola, APC, and Mouka, among others.

Interestingly, the Konga Back to School promo offers a wide category of products across the board for Nursery and Primary, Secondary, and University students, as well as for teachers, schools, and other large educational institutions and corporates.

There are also bedtime needs for beginners such as bedding décor, daily care and diapering, pajamas and bath essentials. Other products attracting keen interest and widespread patronage among the back to school shoppers include laptops, fashion bundles, fragrances, smartwatches, home appliances, and handbags, etc. for teachers; while for University students, there are gadgets and electronics, generators, inverters and other alternative power products, laptops, smartphones and under N5k fashion items, among others.

For Secondary school students, Konga has tablets, watches, provisions, bags and backpacks, black and white shoes, stationery, and much more. Also, there is a lot in store for pupils in Nursery and Primary school, including lunch boxes and water bottles, kiddies’ bags and backpacks, kids’ underwear, black and white shoes, stationery, kids’ tablets, and others.

Kenny Oriola, VP Konga Online, says the promotion offers all classes of shoppers an opportunity to grab unbelievably-priced items on some essential back-to-school items.

‘‘There is something for everyone for this back-to-school promotion, including not only students, parents, and schools but other individuals and corporate organizations. If you visit the website –  www.konga.com/content/backtoschool or visit any Konga store nearby, you will discover a wide array of items meeting the needs of a diversified category of shoppers.

‘‘Prices have been carefully discounted as well, with as much as 60 per cent, in order to offer more value to our customers in line with current economic realities,’’ he concluded.

The Konga Back to School promo runs until Sunday, September 19, 2021.

 

 

 

Napmantronix Plans Electric Vehicles In Nigeria

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Napmantronix Plans Electric Vehicles In Nigeria

An indigenous auto company, Napmantronix has said it plans to enter the auto frontier of the future by dealing in Electric Vehicles.

Napmantronix Limited is into the supply of automotive Vehicles and is also a Fleet Management Company. “Napmantronix Limited is the only accredited Auto Service Garage for GAC motors in Lagos State outside the GAC headquarters on Ligali Ayorinde street Victoria Island, according to the Chairman of Napmantronix Nigeria Limited, Napoleon Agbelogode.

The company, he said currently holds the Service Level agreement for all GAC cars belonging to the Dangote Refinery in Akodo Lekki Lagos.

Napmantronix Limited currently owns an Ultra-Modern State of the Art Napmantronix Auto Plaza at Ibeju Lekki Lagos, sitting on 6,700 square meters of prime real estate in Ibeju Lekki, where all brands of vehicles can be maintained and serviced.

The services available at the Napmantronix Auto Plaza are the following: Engine repairs; Tire sales/maintenance; Car Wash and Detailing; Radiator Steam Washing; Engine Overhaul; Wheel Balancing and Alignment; Used and New Cars and Truck Sales; Automotive Diagnostics; Auto A/C Repairs/Maintenance; Car Key Programming.

They also engage in Complete Auto Body Work/Excellent Car Paint Jobs; Event Center; Boutique; and Food Restaurant and Bar.

Napmantronix is also a member of the BOSCH Global Automotive Garage Chain and it is also teaming up with FIXIT45 to bring unmatched auto service delivery to Lagos state inhabitants.

Speaking on the Journey been so far, he said “It’s been a challenging journey so far from concept to project execution over the past 27 years, Napmantronix was incorporated as a limited liability company in Nigeria on October 10, 1994, with CAC registration number RC:254570, our current headquarters situated at Km42, Lekki Epe Expressway was opened to business on August 13, 2013.

“The biggest challenge with providing auto maintenance services in Nigeria is the lack of competent mechanics to carry out the jobs.

“It is of utmost importance to note that no matter how much advertisement an auto maintenance company embarks on, the ultimate positive advertisement of the auto maintenance company is timely delivery of quality service and avoiding returns jobs as low as practicably possible

“The almost complete absence of OEM representatives for car spare parts is also a major cause for worry in the industry.

“This causes most auto maintenance garages in Lagos state, in particular, to rely on “fairly used spare parts” sourced locally from Ladipo, Ojuelegba, and Owode Onirin Markets. Unfortunately, procurement of spare parts from the above-named markets have no guarantees and the quality of the spare parts is usually suspect at any point in time.

“Another challenge to being able to deliver quality service to the teeming clientele of Lagos state vehicle owners is the perennial gridlock persistent on our roads, this causes the procurement and delivery of much-needed spares to be near impossible if a rush job is to be delivered.

“The continuous downward slide of the Nigerian Naira against the US Dollar also makes an increase in spare parts prices a consistent threat to deal with daily, weekly, monthly and all year round.

“An overbearing number of roadside mechanics who deliver shoddy jobs at very low prices also causes problems for professional auto shops like Napmantronix. This is because when jobs are assessed and quotations provided to clients, they are wont to argue about the high prices they are being given in comparison to the low prices the roadside mechanics would have charged them.”

On a unique App the Napmantronix brand just developed, he said, “At this point in time, I would not like to go into details on the APP, but it is fair enough to say that the App is poised to solve a perennial problem of spares parts distribution to the numerous auto workshops in the Victoria Island/Lekki business corridor.

“The main thrust of the Apps value proposition is to connect sellers of auto spare parts in Ladipo, Ojuelegba and Owode Onirin Markets to the professional auto workshops in the Victoria Island/Lekki business corridor via an online superhighway, that provides visibility, accountability and an improvement in logistics throughput, with of course an overall price/cost of doing business reduction for the entire value/supply chain. This App should be up and running on or before close of business 2021.”

He said the ultimate challenge of the automobile industry in Nigeria at this time is the prohibitive setup cost.

Due to the very poor exchange rate of the Nigerian Naira to the US Dollars, to set an Automobile Dealership, Automobile Workshop or Automobile Assembly plant is almost out of reach to most people that would want to venture into that sector of the Nigerian business space.

“Lack of an enabling environment is also another source of concern, there are almost always no roads leading to the site where the workshop or dealership is to be located, additionally, there would almost certainly be no electricity and you as the investor would have to provide hardware that ordinarily should have been provided by NEPA.

The most heartbreaking part of it all is that as soon as the investor can muster the funds to procure hardware like Transformers and electric poles and wires that NEPA should naturally have provided. All the items after installation automatically become NEPA property. This to say the least is truly evil.

Multiple-taxation is another challenge to grapple with; Provision of support services and infrastructure by government either local, state, or at the National level is minimal.

On other innovations he has brought to the industry, he said “The Napmantronix Auto Plaza is built in such a way that the client immediately realizes that the primary reason for building the facility is to look after the “owner of the car” after which the care of the car comes second.

“This is because we at Napmantronix recognize that without the car owners, there are no cars. At the Napmantronix Auto Shop, the reception/waiting area for clients has a sliding glass door that allows the client to see our technicians on the shop floor work on their vehicles.

“We have a fully functional restaurant that can cater for all the nutritional needs of the client while his or her vehicle is being fixed. There is a fully stoked boutique that has wears and accessories for Male, female, and children.

“There is also a well-stocked bar for all the drinks the client may need, from soft drinks to beverages, cognacs, whiskeys, and bourbons. You can also order for your favorite tea or coffee.”

According to him, “Nigerian clients are one of the easiest people to work with as long as the quality of work delivered by the auto shop is high. Nigerian clients are willing to pay top Naira for good quality jobs, with little or no returns.

“The auto shop management begins to run into trouble with Nigerian clients when service delivery is of low or very poor quality and plagued with continuous returns for the same faults that were previously fixed.

“Clients also would feel irritated with poor customer service and a poorly organised work environment. Overall Nigerian clients are a fair bunch of people to deal with if the auto shop delivers high quality service with good customer care.”

He advised auto users to try and buy cars that are not accidented and are not too old, preferably with low mileage. They should also ensure that they are religious with the “Lube oil change” or planned service regimen of their cars. They should further ensure faults a fixed as quickly as possible once they are identified. The earlier they do away with roadside auto technicians the better for them and their cars.

“They should endeavor to patronize only professional auto shops like Napmantronix Limited.”

Agbelogode said in the next 10 years, he plans for Napmantronix to be the Nigerian market leader in Electric Vehicles, assembly, marketing, sales and after-sales service in Nigeria.

He said, “Napmantronix Limited is first and foremost and would always be a supply chain management company. Though it is seen/perceived by most people as an Auto Maintenance Workshop because our Auto Maintenance Business has been in the public eye since we opened the Ultra-Modern State of the Art Napmantronix Auto Plaza at Ibeju Lekki Lagos to the public on August 13, 2013.

Napmantronix has in its mix of business endeavors, the following.

“Safety Tools Almet Napmantronix Limited is the Original Equipment Manufacturer (OEM) representative for Safety Tools Almet the manufacturers of the one and only cold cutting and grinding tools in the world. Safety Tools Almet is based in Norway.”

Latest Google Ads Features And How To Make The Most Of Them

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Latest Google Ads Features And How To Make The Most Of Them

Summary:

  • Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic
  • Video and display formats are not the type of ad you think of when it comes to online acquisition
  • They are more popular for brand awareness and influence targets
  • All conversions are not born equal, especially, when it comes to acquisition channels – a purchase on your site from a new customer has more value than one from a returning one
  • It’s easy to forget that most of the business still happens offline and that Zoom calls and online shopping are not all there is to life
  • Yet offline conversion trackings are not always taken into account
  • With Gallery Ads, Google offers a new ad format integrated into the Search Network
  • As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad.

Google released new smart features and ways to buy ads on its different channels. They allow marketers to increase their reach and to try new approaches. As always with the novelty, there will be a learning curve.

At SEISO, the reference PPC insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here is how you can make them work for you.

Content created in partnership with SEISO.

1. Get listed for free on Google Shopping

Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic. Why is there a free option? After the introduction of the shopping channel, Google ousted most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate, and others). The move was so aggressive that in 2017, the European Commission fined Google €2.42 billion (~$3 billion) for breaching EU antitrust rules by “giving an illegal advantage to another Google product, its comparison shopping service.” Although it is still going through appeal, Google has made changes to ensure other options are present on its services and SERP than its own. As for organic search optimization, you need to ensure your products appear in the first positions.

How to make it work for you

First, you need to start by optimizing your Shopping Ads and understand what products click and convert the most. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get shopping reports. From there you can adapt your product feed and product pages to ensure you focus on products that are margin positive.

SEISO Google Shopping Analyzer - Report

Source: SEISO Report for non-performing products in your shopping feed

Once you have trimmed the feed and pages, you can go to your Google Merchant Center account in the Growth Menu. There you will find a channel called “Surfaces across Google”. You want to set it to “ACTIVE”. This feature was initially available only in the USA and India but is being rolled out worldwide.

Using Google Ads new features - Polish your Google Shopping Ads

2. Get impressions on display and YouTube ads but only pay for sales

Video and display formats are not the type of ad you think of when it comes to online acquisition. They are more popular for brand awareness and influence targets.

But now Google wants to convince you otherwise. Why? Google has so much data on users’ profiles and their intents that they can predict what they will buy. Facebook has built its platform on what they know about its users from their browsing and sharing. Google knows the users very well: from the search queries, from the media they consume on its surfaces (videos and AMP pages), and its past purchases thanks to receipts received in Gmail.

Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows him the relevant ads when he is ready to buy. The ad will be more likely to convert and Google will get a higher revenue per page by only showing converting ads to users: win/win. 

Now you can run performance-based targeting for YouTube Ads and on the Display network. It usually means a lower reach than a CPM or a Trueview campaign but you will get incremental conversions while controlling your budget.

Google Ads

But remember, this is a black box. The algorithm will decide to display your ad or not based on how much money it will generate for Google. If your products find an audience this is a virtuous cycle and you will get a lot of volume. If not, your campaign might not pick up at all.

How to make it work for you

  • Use Smart Display with a tCPA or tROAS bidding strategy. This allows you to retain the benefits of the Smart Display framework without losing control.
  • Based on 13,000+ Google Ads accounts audited by SEISO, the best targeting are: “Similar converters” & “Custom Intent on your competitors”

You can use the audience analysis section of SEISO to identify which audience is the most relevant for you. And you can try it for free.

3. Customer acquisition is good but NEW customer acquisition is better

All conversions are not born equal. When it comes to acquisition channels, a purchase on your site from a new customer has more value than one from a returning one. Of course, loyalty is key and you need to take care of existing customers. But Search engine marketing is neither the main nor the most money-efficient channel to do so. CRM, whether through email marketing or earned social media are more efficient to re-engage your customers. The symbiosis between acquisition and loyalty is the best way to maximize your customer lifetime value.

Once you know how much money you can expect from a user in the long term, you are able to adapt the amount you are willing to pay for a new customer vs. an old one.

In Google Shopping, you can now take the lifetime value into account. Go in the conversion goals by clicking “Settings” in the left navigation of your Smart Shopping campaign. Use the “New Customer Acquisition” option. There, indicate the incremental price you are willing to pay per conversion for this type of customer versus a returning one. For example, if your CPA for a conversion is $42 and you set the new customer value to $38. It will let the campaign pay up to $80 for new customers and $42 for existing ones.

Google Ads

How to make it work for you

Make sure you are tracking your new customers, there are two ways to do so and you should use both:

  • Make sure your Google Ads account and your Google Analytics account are connected. This way, the algorithm is aware of all sales made on your website even if they came from another channel.
  • Set differentiated tags for new and old customers and let your ecommerce platform or your tag manager. You need to show one or the other tag depending on the status of the customer.

As a rule of thumb, you should align this with your promotion strategy. Focus on your product selection to boost your best-recruiting products. The ones that usually trigger the first sale on your website for new customers.

4. Get offline! How to keep tracks of offline conversions

In these days and times, it is easy to forget that most of the business still happens offline and that zoom calls and online shopping are not all there is to life. Yet offline conversions tracking are not always taken into account. According to Google, 30 percent of mobile queries are local searches and it is the fastest-growing segment. And 75 percent of users making a local search will go to a store within 24 hours. This is a lot of conversions lost to online tracking.

Google Ads

The new version of the Google Ads’ local campaigns is here just for that. Local campaigns use GPS and Wifi to identify the location of the user. Google will display ads related to business advertising presence around the user’s current location.

How to make it work for you

To succeed, you will need to set up an omnichannel tracking that integrates offline elements. From there you will be able to measure different types of conversion. You should create a set of conversion actions for each campaign:

  • In-store visits: Google automatically tracks walk-in traffic from user’s location captured from their Apps and OS). You will need to register all your points of sales addresses or GPS coordinates.
  • Offline purchase thanks to offline the Conversions API or bulk sheets upload.
  • Online purchase through your regular tracking pixel.

Once your conversions start to show in the interface you will be able to optimize against each of these goals. Moving further you will be able to optimize the new full potential of each campaign against each target! To do so you try the SEISO campaign optimization tool for free.

Source: SEISO PPC Campaign Optimisation Tool

5. Be creative! Push gallery ads over all networks

Gallery Ads and Showcase Shopping Ads on Search are good to be tested! 85 percent of respondents put more importance on visual information than text information. Visual information is preferred over text by at least 50% of respondents in all categories except for electronics, household goods, and wine and spirits (Intent Lab research, Feb 2019).

With Gallery Ads Google offers a new ad format integrated into the Search Network. As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad. Google will continue to serve the same user with your creatives on new placements such as:

  • YouTube: On the “Home” screens where more than 90% of users say they discover new brands & new products.
  • Discovery: Google Discovery App while scrolling the news feed and searching by interest.
  • Gmail: Through discovery, even though Gmail Ads are being rolled out, Discovery ads allow you to expand your reach from Gmail to other Google-owned surfaces.

And of course, they are shown in the main result pages as Showcase Shopping Ads.

Google Ads

Google is always bringing in new features to test, The key to having a State of the Art Google Ads account is to test early. Once the features reach mass adoption you are already fully optimized and have secured the best positions.

There is much more to discover in the SEISO analysis report, including expert tips and best practices, account activity analysis, and more than 75 criteria sifted.

 

Impact Of Loneliness On Older Adults Nutritional Habits

Brand Spur
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Impact Of Loneliness On Older Adults Nutritional Habits

Senior individuals who eat most of their meals alone are more than twice as likely to feel lonely compared to those who enjoy meals with others.

According to a survey conducted by Home Instead, Inc., social isolation can be deeply impactful, causing lonely people to skip more than 20 percent of their total meals each year.

As we return to a more familiar way of life and begin to gather again in person, enjoying a shared meal with older friends and family can strengthen relationships and it likely will positively impact the quality of food the aging adults consume.

To encourage families to spend more time with older loved ones around the dinner table, Home Instead in Pinehurst has launched a free community program. The companionship diet offers free resources such as conversation starters, nutritious recipes and tips for involving seniors in the meal preparation process.

“We know that being together at mealtimes reduces feelings of isolation and improves nutritional intake. But the pandemic has made this increasingly difficult for seniors – impacting their overall health” said Bob McCarthy, owner of the Home Instead office serving Moore County.

“Studies show that lonely seniors skip more than 20% of their meals, so bringing them together, especially at mealtime, can help keep them healthier and happier.”

There are a number of ways local families can include older adults during mealtime, McCarthy added: Involve your loved one in the preparation process. If they are up for it, ask your loved one to help with making the meal.

Perhaps they can help mash the soybeans, potatoes or frost the cake. If your loved one doesn’t want to help with meal preparation, he or she can sit and chat while you’re cooking and help provide instructions or share old family recipes and stories. Plan simple and healthy meals.

Check-in with older adults before dinner and ask them to select a favorite recipe that you could make. Even better, ask them for their favorite childhood foods and incorporate them into mealtime. Include grains, fruits, and veggies for balanced nutrition. Remember to be mindful of portion size with seniors

Conversational Insights: Consumer Empathy Is A C-level Concern

Brand Spur
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Conversational Insights: Consumer Empathy Is A C-level Concern

It’s easy to become myopic in the world of business. Reducing customers to statistics and always eyeing KPIs is only natural; success lies in the numbers.

Yet the more insular an organization gets, the more divorced it can be from the everyday reality of consumer’s lives – the thoughts and aspirations they hold, and the motivational factors that drive their spending habits.

After a year of pervasive sickness, social isolation, economic hardship, and an underlying mental health crisis, it’s not enough to just sell a product. Where a brand stands, and where a consumer aligns with that position, is increasingly important. Social awareness is essential for modern brands, and arriving at that awareness needs to be dialogue both internally and with consumers themselves.

Empathy is an organizational imperative. Now is a crucial crossroads for brands to reconnect with consumers on a human level in order to better understand what they need from brands right now. But consumer empathy isn’t just a task laid at the feet of brand development and market research teams; it needs to be an initiative woven into the fabric of the brand itself, starting at the C-level and reverberating through every level of an organization.

What we talk about when we talk about empathy

Empathy is not an easy concept to explain, because it’s easy to shortcut. Of course, we all know that other people have feelings. Consumer empathy isn’t merely a recognition of customer opinions; if it were, establishing consumer empathy on an organizational level would be as easy as instituting a survey program.

True empathy is understanding how consumers feel, and aligning an organization around that understanding.With that understanding, a brand can arrive at the emotional core of what motivates consumers. To quote Maya Angelou, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”Arriving at organizational empathy is as easy to say as it is difficult to execute: brands need to talk to their customers.

They need to talk to them frequently. And they need to be able to learn from those conversations to influence better messaging and product development that aligns with those conversational insights. Creating a more customer-centric company ultimately pays dividends too.

According to a Deloitte study, “client-centric companies are 60% more profitable compared to companies not focused on the customer.”Further, a landmark research study conducted by Kantar Vermeer – i2020 – which interviewed 10,000 insights professionals, concluded that CEOs from overperforming companies were in more frequent contact with their insights teams: “Insights leaders in overperforming organizations report to these senior executives more than twice as often as their counterparts in underperforming organizations do (29% vs. 12%).”

Instituting a company-wide consumer empathy program

Two adult women sitting have a dialogueThe reason building a consumer empathy program needs to be woven into the ethos of an organization – and adopted by everyone from the CEO to the most junior members of a brand development team – is that it’s easy to ignore when it’s a simple mandate. When a C-level executive absconds responsibility for consumer empathy, it loses relevance to the rest of the organization. Consumer empathy programs center around customer conversations.

The first step in instituting a program is identifying those within an organization who would be best suited to engage with customers on a personal level; think of the person at the company who does well at cocktail parties.

These conversations should be as broad as possible, perhaps centered around the product category itself, not necessarily the brand. And the conversation should be loose and informal – it’s not an interview.

Examples of strong empathy-driven brand-to-customer conversations include:

  • Asking the participant to select images that portray their experience with the brand/product.
  • Using a projective experience – for example, asking the consumer if the user experience was like driving a car, which car it would be and why. This strategy can help to articulate the respondent’s feelings. You can also share other respondents’ answers to see if similar reactions arise.
  • Fill-in-the-blank exercises are an easy strategy to see what the consumer liked and didn’t like.

These early adopters can then share their findings with other members of the team via recordings of the conversation. Having a consumer opinion validate a proposed strategy can make a powerful case.

Once other team members see not only how little of an investment a consumer conversation can be, but how impactful the insights are, it builds momentum within the organization. With early adopters, thought leaders and C-level executives within a company on board, a true customer-centric organization can take root.

Using insights to humanize consumer outreach

Creating an institutional imperative toward customer empathy that permeates every level of an organization provides brands with the insights needed to market to people, not just consumers.

Humanizing the consumer outreach process allows brands to align themselves with the values their customers – and potential customers – hold true. And, as trends change, these programs offer a level of agility to adapt to the changing times, yet always remaining centered around the thoughts and feelings of the consumer.

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