Thursday Thoughts On Advertising 36
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.
This week we’ll look at: Register for our Over-The-Top TV (OTT) event, How Facebook Tricked Brands Into Giving Them Billions of $, 3 Goals You Must Have The First Time You Meet A Potential Client, 6 Ways To Build A Customer-Centric & Data Driven Culture and Google Ads Keyword Planner Adds Features.
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How FB Tricked Brands Into Giving Them Billions of $$ See the article here
This article has a ‘clickbaity’ title but a very nuanced important perspective. Facebook often intentionally inflates its results by combining view through attribution with clickthrough attribution, and while this can be fair enough for prospecting ad sets, it sometimes misleads advertisers into thinking their retargeting ad sets bringing in more business than they actually are. Instead of completing the funnel, FB retargeting often just ends up tangentially targeting already existing customers.
TLDR: keep an eye on what type of conversions you see in your main results columns, and also to keep in mind Facebook should be accompanied by lower-funnel campaign types (such as third-party retargeting and search).
3 Goals You Must Have The First Time You Meet A Potential Client see the article here.
Trying to build rapport with your potential client? Stop trying to be liked!
Earning respect and starting from a level playing field are just 2 of the gems contained within this article on how to build relationships with your prospects. People don’t buy from companies. They buy from people. What are you doing to ensure you are building proper relationships with your leads?
6 Ways To Build A Customer-Centric & Data Driven Culture See the article here.
The most interesting point described in this article must be the idea of evolving your organization around the customer journey. This is the exact mindset that is running rampant around our organization. Every conversation we have about existing or prospect client revolves around their customers’ journey. We are constantly evaluating how to guide their customers from not knowing about their product/service to becoming a lifetime customer? It is this sort of mentality that natural engrains itself into the DNA of a company and you will find yourself constantly looking at data and being customer centric.
Google Ads Keyword Planner Adds Features See the article here.
The Google Ads Keyword Planner is getting a makeover! In an effort to increase its functionality in giving advertisers an idea of how their client’s money will be spent, Google has added such features expanded seed keywords in keyword suggestions, getting suggested daily budgets, and get more details about a projected daily budget.