Laura Vukelic

Search Account Manager

Top Trends Impacting Digital Marketing in FY16

As we are fast approaching the 2016 fiscal year, many of our customers are currently involved in planning their digital marketing activity. This article will cover a few of the emerging trends that will have short and longer term impacts on digital marketing & more specifically search marketing initiatives.

The year ahead will see:

  • Significant growth in digital advertising spend; ‘In 2016, digital will account for more than one quarter (26%) of all advertising spend with 2105 spend already exceeding last year’s forecast.’ (Carat, March 2015)
  • One of the large contributions to digital advertising spend will come from the SMB segment: “2016 will see a larger investment from small to medium sized business owners in developing more of a 'self-service' style online presence.”(Phillip Wendell, Managing Director at Click Click Media)

In addition to growth in spend, other key trends to consider when planning for FY16 include:

  • Emergence of interactive technologies & how this is changing the digital landscape.
  • Increasing cross channel engagement from consumers will mean that brands will need to make this a focus of their planning.
  • Now more than ever, there is a greater importance on the customer experience & how this will differentiate a business & its offerings.


Voice Enabled Search & Digital Interaction

The year ahead will see many interesting trends brought on by smart technologies with human interaction at the core. Products & software that utilise voice enablement (such as Cortana), sensory & visual technology (see Hololens), will have a major impact on the digital world and more specifically on search marketing.

Picture 1 – Hololens (Image source:

Sensory & visual technology (see Hololens), will have a major impact on the digital world

The interaction with devices is becoming more and more physical, making these experiences more realistic.

These technologies will bridge the gap between the real and virtual, and give brands powerful new ways to create experiences that engage customers.’

(Rob Salkowitz, Dollars, Bits and Atoms: A Roadmap to the Future of Marketing, August, 2013- Page 9)

Brands planning for FY16 should consider:

  • Voice enabled search will influence the user experience, particularly how the search is performed as well as the intentions of the user.
  • Brands will need to understand how technology will impact their own digital marketing initiatives and consider this when developing their cross channel strategy.
  • For search marketing campaigns, ensure location targeting is in place for relevant offers and ads, whilst building out keywords that perform well on mobile devices.


Cross Channel Engagement

Customer engagement is rapidly evolving, mostly from interactive digital media as well as increasing transparency. As a result, engagement is largely cross channel and can also occur at any point of the path to purchase.  

‘86% of global consumers use more than two channels to complete a purchase.’

(U.S. Digital: Future in Focus, Comscore, May 2015)

Advertisers must therefore strive to understand what their consumer cross channel engagement looks like and how this influences their consumer’s purchasing decisions. Brands need to ‘integrate campaigns across and between media, with messages becoming more implicit, context aware & connected,’ (Salkowitz-Page 8).

Brands planning for FY16 should consider:

  • Closely aligning paid & organic channels, making them work better together to facilitate the consumer’s journey to purchase.
  • There is a real opportunity for brands to identify the relationship between channels and drive this creatively, to achieve a unified message and effectively, online success.
  • A cross channel strategy that focuses on improving customer engagement is very likely to simultaneously deliver a great customer experience.


Customer Experience as Differentiation

Amongst the endless competition & noise in the digital space, there is a great importance of making the customer experience a core focus for FY16 planning as well as a means to differentiate. The experience needs to be one that not only converts the user but excites them!

“Potential customers are going to be won or lost based on how easy you are to deal with online. If 2015 is anything to go on the key phrase for 2016 is going to be user experience.” (Phillip Wendell)

The great thing about digital technology is that it is track-able & measurable, allowing a business to gather consumer engagement insights and develop learnings around consumer preferences. With the ability to continuously refine the consumer profile, this will lead to highly targeted content & offers.

Location data together with customer data, drive ‘greater possibilities for personalised offers, content and competitive product or pricing information at the precise moment of truth for the customer when they are capable of taking advantage of the offer’ (Salkowitz- Page 16).

Brands planning for FY16 should consider:

    • Utilise report data, past purchase data, newsletter signups & all other track-able information to continuously build your customer profile.
    • Create and regularly refresh your ad copy & other content so that it speaks to the persona of your customer profile, making use of location, device & demographic settings to deliver highly targeted messaging.
    • Mobile search ads should not just be viewed as an extension of your desktop strategy; mobile advertising strategy should be a highlight of your FY16 planning.
    • Make mobile ads engaging, sensitive to the customer profile and centred around the customer experience;  ‘Mobile dominates the way consumers access information, view content, browse products, and purchase goods, and this is reflected in the innovative services and approach we are discussing with our clients.’

    (J. Buhlmann, CEO, Dentsu Aegis Network)

    To summarise, when planning your digital marketing for FY16, it is important to consider:

      • Emerging technologies: how do these impact not only the digital landscape but how your consumers interact with your ads?
      • Consumer engagement across channels: what does this look like for your business and how can you approach this in a new and creative way for the coming year?
      • Differentiate through the customer experience: how innovative can your brand be when it comes to delivering a great customer experience?

          Being on the front foot of one or all of these emerging trends can be the difference between a good year ahead and a great year ahead for your brand!





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          Get Started Australia: Difference Between Paid Results And Organic Results

          Published on behalf of Sam Torpey, Search Account Manager

          Our previous blog brought to light the different types of online marketing. Paid search and organic search were both mentioned, but what is the difference between paid results and organic results within a search engine resultspage?

          In the example below, a paid search result will display an advertisement in the area highlighted by the red boxes, whilst an organic listing will appear in the area highlighted by the blue box.



          Your advertisements are displayed when the keywords you have selected are searched by a user of a search engine. In the case above, a user has searched for ‘running shoes,’ the ads displayed are from advertisers who have chosen to appear for the keyword ‘running shoes’. Now that you know where your ads will appear within a search engine results page, lets decode some of the jargon you will be faced when operating a paid search marketing campaign.

          Account– Your account is the online area in which you setup your paid search marketing. Online logged into a paid search platform you have accessed your account.

          Campaign– A campaign sits within your account. The campaign is designed to house your selected keywords and to help you manage the settings of your advertising including but not limited to; locations & targeting, budget management and what days and time to you would like your advertising to be displayed.

          Ad Group– Ad groups sit within your campaign and are used to organise together specific keywords that are closely matched. This is so you can create highly targeted ads that match your keywords. We will go into more detail about ad group matching in later blogs.

          Ads– Your ads sit within your ad group. An ad is displayed on the search engine results pages to a user when your keyword has been searched.

          Keyword– Keywords are selected by advertisers to display ads when users are searching for the selected keyword. A keyword can be anything from ‘flowers’ to ‘buy flowers’ to ‘buy flowers online for mother’s day’.

          Impression– An impression is a measurement of how many times your ad has been displayed to a user searching for the keywords you have selected.

          Click– This is a measure to show how many times your advertisement has been clicked.

          Cost Per Click (CPC)– Cost per click is how much each advertiser is charged for obtaining a click on their ad.

          Bid– A bid is the maximum price or CPC an advertiser is willing to pay for 1 click on their ad.

          Click Through Rate (CTR)– This is a measure of how many times your ad has been clicked on compared to how many times ads have been displayed. The formula is Clicks/Impressions.

          Position– Position is a numerical representation of where your ad has been placed on the search results page.

          Budget– Budget is the maximum amount an advertiser is able to spend on specific campaigns, this can be set as daily or monthly.

          This is our guide to helping with the jargon of Paid Search Advertising. Upcoming blogs will provide greater details around the element of a paid search marketing account. Our next blog will be all about the 3 S’s of your paid search marketing account, so stay tuned.


          We welcome questions and comments, please feel free to list them in the comments section below.

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          Get Started Australia: Creating Your Bing Ads Account Structure Using the Three S’s


          This nine part blog series aims to guide SMB’s through understanding and managing their search marketing strategy with Bing Ads. So far, the various online marketing channels, the difference between paid and organic search and the jargon associated with paid search marketing have been introduced. The next step is to create an account with Bing Ads and to build the account structure which will facilitate your search marketing strategy.

          The Bing Ads search platform is still very fresh in the Australian and New Zealand market. Many business owners may have a good deal of experience with search advertising however when setting up a new Bing Ads account, there are several things an advertiser must consider.

          As a recently new contender in the search platform arena, Bing Ads can provide an advertiser with many benefits including the compatibility of its features and functions with other platforms. The below image is a preview of the Bing Ads Editor tool and the ‘import’ option to directly import your account structure from a different platform.


          Despite this, there are a number of factors an advertiser must consider when setting up an account on Bing. These include your CPA and ROI goals, the available Bing Ads products and features in the AU and NZ market and how the Bing Ads platform will contribute to your overall online advertising strategy.

          The first step to advertising on a new platform is the setup of an account. Whether you are uploading your account structure from another platform or starting from scratch, this process should be based upon the three S’s: strategy, settings and structure.



          The first S to consider when setting up your Bing Ads account is strategy which should clearly map out your required CPA and ROI goals, key market regions, products & services and your unique selling proposition (USP). A clear strategy will allow you to get the most from your Bing Ads account and will lead you to then consider the second S: settings. Bing Ads platform settings are a significant part of setting up a PPC account as they will facilitate the delivery of your strategy.



          The great thing about the Bing Ads platform is that it correlates with other search advertising platforms, contributing to a great user experience. As a new platform in the AU and NZ market, you will need to consider the settings that are available when creating your account. The below image is a preview of the Bing Ads editor tool and available targeting options.


          Depending on the specifics of your Bing Ads strategy, you will need to have targeting in place including geographical targeting and network distribution. In addition to this, you will need to consider daily budget and bid settings, device settings and ad extensions. The available settings are a key aspect to consider when setting up your Bing Ads account. They create the infrastructure for the strategy and the blue print for the account structure, the third S to consider when setting up a Bing Ads account.



          The account structure may be the first step advertisers consider when creating a new Bing Ads account. It is the structure however that should be directed by the strategy and the available platform settings required to deliver this strategy.

          I’ve found that there are usually three common account structures which include website focused, ROI focused or settings focused. A website focused account structure is built to mirror the structure of the website. ROI focused is based upon how the budget is split across the campaigns and how the structure will best achieve ROI. Settings focused is generally the largest account structure with campaigns built out for different targeting and device settings as well as keyword match types.

          A great account structure should include elements from all three of the common account structures. To achieve this it is important you first consider your strategy and best available settings to ensure a clear and effective account structure is created.


          This article has been a guide to help you plan and build your Bing Ads account structure. Upcoming blog articles will provide greater details on the available settings and targeting options to help you better manage your Bing Ads account.

          We welcome questions and comments; please feel free to add your comment in the section below.

          Keep reading