Big changes are coming to the audience network placement for Facebook ads. Are you ready? Read to find out what these changes mean.
Read more at PPCHero.com
ChargedUp, a U.K. startup that offers a mobile charging network that takes inspiration from bike sharing, has closed £1.2 million in seed investment. Leading the round is Sir John Hegarty’s fund The Garage, and the ex-Innocent Smoothie founders fund JamJar. The funding will be used to grow the offering across the U.K. and for international expansion.
Founded by Hugo Tilmouth, Charlie Baron, Hakeem Buge and Forrest Skerman Stevenson, ChargedUp has set out to solve the dead mobile phone battery problem with a charging network. However, rather than offer fixed charging points, the team has developed a solution that lets you rent a mobile charging pack from one destination and return it at a different location if needed. That way, mobile phone use remains mobile.
“It’s annoying and inconvenient to be out and about with a dying phone battery,” says CEO Hugo Tilmouth. We’ve all been there and I was inspired to do something about it through my own experiences. I was at a cricket match at London’s Lord’s Cricket Ground and waiting for a call for a last round interview with a large tech firm, and was running very low on charge! I ended up having to leave the cricket ground, buy a power bank and then rode a Boris Bike home and the light bulb went off in my head! Why not combine the flexibility of the sharing economy with the need of a ‘ChargedUp’ phone!”
The solution was to create multiple distribution points across a city, located in the venues where people spend most of their time. This includes cafes, bars and restaurants. “Our solution uses an app to enable users to find the nearest stations, unlock a sharable power bank and then return it to any station in the network and only pay for the time they use. Our goal is to be never five minutes from a charge,” adds Tilmouth.
In the next six months, ChargedUp says it will expand its network of over 250 vending stations in London’s bars, cafes and restaurants across to other large metropolitan areas in the U.K. Last month, the young startup partnered with Marks & Spencer to trial the platform in its central London stores. If the trial is successful, ChargedUp says it could lead to providing its phone-charging solution to all M&S customers by the end of 2019.
“Since launch we have delivered over 1 million minutes of charge across the network, and our customers love the service,” says Tilmouth. “Like the sharing scooter and bike companies, we operate a time-based model. We simply charge our users a simple price of 50p per 30 mins to charge their phones. We also make revenue from the advertising space both on our batteries and within our app.”
With regards to competition, Tilmouth says ChargedUp’s most direct competitor is the charging lockers found in some public spaces, such as ChargeBox. “We do not see this as a viable alternative to ChargedUp as users are forced to lock their phones away preventing them from using them while it charges. They are also prone to theft and damage. We are also differentiated by our use of green energy offsetting throughout the network,” he says.
Meanwhile, in a statement, investor Sir John Hegarty talks up the revenue opportunities beyond rentals, which includes advertising, rewards and loyalty. “At its simplest, ChargedUp addresses a massive need in the market, mobile devices running out of power. But more than that, ChargedUp provides advertisers with a powerful medium that connects directly with their audience at point of purchase,” he says.
Prior to today’s seed round, ChargedUp received investment from Telefonica via the Wayra accelerator and Brent Hoberman’s Founders Factory.
Last year two venture capital firms, General Catalyst and CRV, launched a program called the Velocity Network to get their startups in front of Fortune 500 executives in New York City. Today they announced that Mayfield has joined as the third VC firm in the network. New York is home to financial, insurance, security, retail, media, and other Fortune 500 companies — the very types of… Read More
Enterprise – TechCrunch
A report this weekend by Axios cited documents from within the National Security Council describing the possibility — nay, inevitability — of a 5G network built and operated by the U.S. government. Officials have since poured cold water on this idea, and really, it was never feasible. Read More
This is Part 2 of my blog series on crafting and executing killer demand gen strategies.
In Part 1, I discussed building out various personas to target, as well as how to craft the right creative. Now let’s chat through how to actually target these personas!
Both Google Display Network and Facebook have great audience targeting capabilities that allow you to get in front of your target audiences and the personas you have built out. Full disclosure: I was planning to wrap the GDN and Facebook together for this post, but both have so many features that they warrant their own edition.
So let’s dive into how to target your personas and audiences on the GDN, and save Facebook for Part 3.
Keyword contextual targeting (KCT)
Keyword contextual targeting is where you bid on keywords and Google will match you to pages relevant to your terms. You’ll notice two options when it comes to KCT:
- Content – shows ads on relevant webpages, etc.
- Audience – with this option, the ad will show on relevant pages and to people who might be interested in these keywords (so basically you are giving Google more control to do its thing).
My recommendation is to start off with Content, because you know exactly what you are getting into; don’t give Google control right away and make it hard to understand true performance. Content will have a lot less reach, but you have full visibility into things. As you begin seeing results, you can always adjust accordingly.
My general recommendation is to start off with your top 10-15 performing search terms – and then, of course, layer on demographic age and gender information so you are getting in front of the most relevant eyes.
Additionally, think about the personas you developed. In Part 1, I gave the example of a persona that loved celebrity fashion and gossip; building terms around those interests to get onto those pages is another way to get in front of the right eyes.
Custom Affinity Audiences
With Custom Affinity Audiences, you can input domains and Google will look at the types of users visiting those domains – makeup, demographics, topics of sites they visit, etc. Then Google crafts an audience similar to those users, which you can target.
With Custom Affinity Audiences, I recommend creating different audiences to target based off of:
- Competitor domains
- Industry-relevant websites
- Persona-relevant websites (think of the personas you have created and the types of websites they would visit)
With In-Market Audiences, Google identifies people who are actively shopping for certain products and services. This is pretty clear-cut – choose In-Market Audiences relevant to your business.
Don’t forget to leverage the audience insights that Google gave you when developing your personas; those typically showcase other products/services that your core audience is typically in market for!
Refine your targeting to get closer to your target personas
For both KCT and In-Market Audiences, I recommend that you further refine your targeting by applying demographic layering onto those campaigns to get closer to your target personas. (With Custom Affinity Audiences, Google already incorporates demographic information from the data they pull as they analyze the audiences visiting the sites you enter.)
The above strategies are well worth testing out as you look to get in front of the right eyes and scale your business.
In part 3, we’ll dive into Facebook and how to best leverage its advanced targeting capabilities to get in front of your personas and target market!
Gab, the conservative social network that has acted as a haven for people banned from the usual platforms, has been removed from the Google Play Store for violating the company’s hate speech policy, the company announced on Twitter. Apple removed it from the App Store in June for similar reasons. Read More
Social – TechCrunch
BlueJeans Network, the cloud video and collaboration company, announced today that Quentin Gallivan, an industry veteran who has helped run several tech companies, will be taking over as CEO. Former CEO and company founder Krish Ramakrishnan will remain with the company and take on the role of executive chairman. He will also continue to lead strategy and innovation. Ramakrishnan doesn’t… Read More
Enterprise – TechCrunch
Reddit is continuing its march towards becoming a social network after it added location tagging to its mobile app. The service is famously known as “the front page of the internet,” but this year it has rolled out features that make it much more like Twitter or Facebook. Back in March, Reddit introduced user profile pages and the option to follow others, so location tagging… Read More
Social – TechCrunch
The NFL is hoping to expand its presence in China with a new deal that gives social media platform, Sina Weibo – often called China’s Twitter – the rights to live stream select games on its network, including the Super Bowl. The deal marks the first time a sports league will live stream games on the service, the NFL says. Additionally, Sina will gain the rights to… Read More
Social – TechCrunch
- Like *Game of Thrones* Languages? Here’s How to Make Your Own
- Under the hood on Zoom’s IPO, with founder and CEO Eric Yuan
- Using IF functions on Google Ads to improve productivity
- The PPC Newsflash: Key Takeaways from Google Marketing Live
- Facebook changes algorithm to promote worthwhile & close friend content