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Finally, the love bug season is behind us, and it's post-event chocolates are now available for cheap!

Along with Valentine's Day coming to pass, we have also uncovered some new insights to how consumers perform searches for their gifting endeavors on this special day.

Valentine's Day 2020 Google Search Trends

4 Google Search Trends on Valentine's Day Uncovered in 2020 - Insights and Tips by PanPages TRINITY, your preferred digital marketing agency in Malaysia

Below, we will disclose the four main findings post Valentine, and what you, as a business owner or an advertiser, can do to make the most out of the event the following year.

Valentine's Day Searches spike from February 11 to February 13

Source: Google Search Data, U.S., Dec. 25, 2018–Feb. 28, 2019.

The searches for Valentine's Day starts to build up in January, and spikes between February 11 to February 13 - Talk about browsing for some last-minute gifting ideas, eh?

However, the searches for this event does not start only in January. In fact, the first searches for Valentine's Day often start right after Christmas, possibly by individuals who want to have a head-start for awesome gifting ideas.

If you're an advertiser...

This means that you can start to create Valentine's day service package promotions, gift packages, and even your own blog article on creative Valentine's Day gift ideas from the end of December onwards!

Of Valentine's Day GIFs and Gifts

Source: Google Search Data, U.S., Dec. 25, 2018–Feb. 28, 2019.

We already know that the searches for gifts are sure to peak right before and on Valentine's Day itself. However, an even larger number of people are searching for GIFs pertaining to this festivity. However, while Valentine's gift searches have started since January, the searches for Valentine's Day GIFs typically start to pick up only a week or two before the big day.

While not shown in the graph, Google Search Data has also shown that the search volume for Valentine quotes exceed the searches for both gifts and GIFs.

It might be fair to say that merchants should remember to create content that includes these popular search queries alongside their product pages as well.

If you're an advertiser...

Running Valentine's Day gift/ service display ads targeting keywords such as 'Valentine GIFs' and 'Valentine's Day Quotes' could give you some leverage in terms of advertising costs and brand awareness while other business competitors solely target their ads on product and gift terms.

Valentine's Day - Not Just for Your Significant Other

Source: Google Search Data, U.S., Dec. 25, 2018–Feb. 28, 2019.

Searches for gifts during the Valentine's Day period are not limited for spouses and partners only! In fact, it would seem like this is a season for gifting, just like a second Christmas.

Even kids and pets are getting sweet Valentine's Day gifts so that they can join in on the celebration too!

If you're an advertiser...

Having a landing page designed exclusively for Valentine's Day with sub-sections such as "For Him", "For Her", "For Kids", "For Pets" and even "For Your Best Friend" could work very well in your favor!

Too long, didn't read?

Here's a summary:

Valentine's Day searches start right after Christmas. Prepare your Valentine's Day promotion in advance!
There are 3.5x "For Men" searches for every "For Women" searches. Additional budget allocation is advised for men's group.
Valentine's Day GIFs and Valentine's Day Quotes start trending later than Valentine's Day Gifts, but have much more searches. Potential good ad targeting option here!
Searches for Gifts for Children and Gifts for Pets also peak on Valentine's Day. Limited time only products can be considered for for these categories.

Stay tuned for more updates on Google Search Trends on other festive seasons!

Make Your Social Media Posts Compelling with the 4U's - A Guide on Content Marketing by PanPages TRINITY

In our last post about content marketing for social media, we included the 6C's - 6 tips to make your writing optimized for reading on these highly-visual platforms.

In this post, we'll explore the 4U's - 4 techniques to make your social media post compelling and the words and phrases that you can use to create the intended compelling effect.

The 4U's to Create Compelling Social Media Posts

Try to integrate words and phrases that reflect a sense of urgency, usefulness, uniqueness and ultra-specificity into your social media post to make it compelling.

Below, we'll include examples of these words and phrases and a few samples of these posts for your reference.

Urgent

Create a sense of urgency in your posts. Use words and phrases that suggest a limited-time offer and prompt them to act immediately.

Some examples can include:

Act fast
Ending soon
First come first served
First X customers only
For the next 24 hours
Get yours now
Limited stock available
Only X tickets left
Today only

You might notice that some of these examples include words such as 'Only', 'Now', 'Today', & 'Limited'. There are other examples of words that create a sense of urgency too. Feel free to share them in the comment section below.

Useful

A product or a post is deemed useful to the reader if it's relevant to them. A post can seem useful to the reader if it provides information on how a product or service makes their work easier.

Remember to focus on 'YOU' rather than 'we' to highlight how important the product is to the reader rather than to your company's perspective.

Here's a few examples of words that reflect usefulness:

Better
Convenient
Easy
Faster
Improved
Instant
More
Upgrade

Unique

What makes your products and services stand above the rest? Use words and phrases that can differentiate your business from other similar ones.

If you have the fastest, latest, cheapest product, show it in your writing. Use superlative terms (words ending in -est, or 'most...') where possible.

Here are some examples of terms that you can use to show why you provide unique products and services:

Latest/ Cheapest/ any other superlatives
First in Malaysia
One of a kind
Revolutionary
New
Special edition
Limited copies
Premium

Ultra-Specific

A post can only be compelling if you include details about whatever it is that you want to promote. When you include details for your promotion, your audience can understand better what they are getting.

Then, they will be more motivated to learn more and follow through with any call-to-actions that you intend for them to go for.

Below are some of the details that you can include in your writing to increase specificity:

Date of promotion
Lunch hour promo hours
Location of warehouse sale
Percentage of discount
Retail prices of product without discount
Product model name
Giveaway contest deadline

Of course, there are many more ultra-specific details that you can include depending on your post context.

Remember to include the 4U's in your social media content posts to ensure that you can get more engagements on your posts!

6C's in Writing for Social Media Marketing as Presented by PanPages TRINITY

Have you heard of the 6C's of content marketing? Just this month, we learnt about how to best write for social media.

Social media is all about visuals, and less about text. So, if you want to get your point across fast, it's best to keep things according to the 6C's:

Complete
Conscise
Clear
Correct
Consistent
Compelling

Use the 6C's in Your Upcoming Writing for Social Media

Complete

The information that you present should always be complete.

State all the facts that your readers will need to go through with you call-to-action. You can also try reading through your written content and asking yourself, "What's in it for me?"

As an example, if you can read a Facebook post and understand that registering as a new member on an online fashion store will get you 20% off your first purchase, then you know what's in it for you.

If you then visit the website, complete your registration and find that each product comes with details like product dimensions, stock availability, pricing, sizes and more, then the information is complete too.

Concise

People want their share of information fast these days!

Keep your message short and simple. Include only facts relevant to your readers and the purpose of your posts to make the information easier to digest.

Here's the key: It's not about keeping it as short as possible. It's about keeping it just as long as needed.

Compare the two lines below as an example:

1) There is a requirement for monthly testing of both treated and untreated samples for a determination of contamination levels. The sample testing and data analysis are carried out by our Chief Safety Technician.

2) Every month we must test both treated and untreated samples for contaminants. Our Chief Safety Technician tests the samples and analyses the data.

The second sentence is clearly a lot easier & faster to digest!

Clear

If you want a good & effective post on social media, you're going to want a simple & direct post so that your message is clear.

Use familiar words & ditch jargons to ensure that even your slowest readers can understand your message.

Rather than saying:

"We track the CLTV to ensure maximum ROI for digital marketing",

which may be understandable to other individuals in your industry but not the public, you can say:

"We track the value a customer contributes to our business over the entire lifetime at our company to ensure that we are maximizing our ad cost returns."

Correct

Check your grammar, spelling and information before you post.

You may also want to check that the tone and style of your post should be consistent with the purpose & audience's expectations of said posting.

As an example, a post sympathizing with the misfortune of the recent flood victims should have a slightly gloomy tone rather than an upbeat one.

You may also want to clarify the details regarding the flood - location, date, who's affected et cetera.

Consistent

Every brand should practice brand consistency, and we preach this.

Your posts should be consistent with your brand tone and voice, maintained across pages on your website and posts on your social media.

If your website has a serious tone explaining your services on your 'About' page, for example, you won't expect to scroll down and see another paragraph including memes and jokes in it.

Stay consistent in your posts!

Compelling

When a short glance on your post gets the reader to stop scrolling, it might be compelling.

When your posts are interesting and relevant to the reader, it can be compelling.

When your posts make an impact, making them want to engage with them, it's compelling.

Each post you make should compel your readers to do something, even if it's something minor such as liking the post or checking what's in the link you provided.

In fact, we have a new post coming up describing just what it means to make your post compelling. Check out our next posts to find out more!

Search absolute top impression rate = Impressions on the absolute top/ImpressionsStarting on September 30th (that's today!) Google ads will be removing a feature that many of us have used to gauge our ads performance - the Average Position metrics.

While Google has hinted about the removal since as early as February this year, there were no exact dates until recently.

Average position metrics to be replaced with Top Impression & Absolute Top Impression

Absolute Top Impression Rate & Top Impression Rate to Replace Average Position Metrics on Google Ads

Along with the removal of Average Positions, several other features that you might have in your account will also be no longer available:

Rules using Average Position
Custom columns with Average Position
Saved reports with filter on Average Position
Saved filters with Average Position

Why is Google Removing the Average Position Metrics?

A curious decision indeed, isn't it? After all, most Google Ads clients also refer to their ads' average position to gauge whether their ads are doing well; Higher position, higher visibility, higher chances for a click & a conversion.

Google isn't exactly removing the metrics per se, but rather, replacing the useful feature with one that is more accurate on where your ads are appearing on the search results page.

The metrics being newly introduced here are Top Impression Rate & Absolute Top Impression Rate.

What Does Top Impression Rate Mean?

Top Impression refers to any position within the top set of paid listings. The top impression rate then refers to how often your ads are shown above the organic search results.

The calculation is done as follows:

Search top impression rate = Number of impressions on top / Total impressions

You may find this column listed as "Impr. (Top) %" on Google Ads.

What Does Absolute Top Impression Rate Mean?

Absolute Top Impression refers to when your ad is shown on the very top of the search result page, above organic search results and other search ads. As such, the absolute top impression rate refers to how often your ads appear above everything else on the search results.

The calculation is done as follows: Search absolute top impression rate =

Number of impressions on the absolute top / Total impressions

You may find this column listed as "Impr. (Abs. Top) %" on Google Ads.

Use Top Impression & Absolute Top Impression to Measure & Optimize Your Ad Performance

With these features now rolled out to the public, users are encouraged to use the newly-introduced metrics to gauge their Google Search Ads performance.

Pages

Valentine's Day 2020 Google Search Trends

Valentine's Day Searches spike from February 11 to February 13

More Searches for 'Gifts for Men' than 'Gifts for Women'

Of Valentine's Day GIFs and Gifts

Valentine's Day - Not Just for Your Significant Other

Too long, didn't read?

The 4U's to Create Compelling Social Media Posts

Urgent

Useful

Unique

Ultra-Specific

Use the 6C's in Your Upcoming Writing for Social Media

Complete

Concise

Clear

Correct

Consistent

Compelling

No More Instagram Stalking - Removal of Following Tab & Other Instagram Updates

Explore Tab to Replace Following Tab for Account Discovery Feature

Instagram Experimenting with Removal of Total Likes

Instagram to Alert Users as They Type Potentially-Harmful Comments

Instagram to Introduce 'Restrict' Function

Focus More on Mental Health

Absolute Top Impression Rate & Top Impression Rate to Replace Average Position Metrics on Google Ads

Why is Google Removing the Average Position Metrics?

What Does Top Impression Rate Mean?

What Does Absolute Top Impression Rate Mean?

Use Top Impression & Absolute Top Impression to Measure & Optimize Your Ad Performance

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