Thursday Thoughts On Advertising Intro

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MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

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 and/or both.

This week we’ll look at: Lead Generation, AdWords + Analytics & Paid Social

Thursday Thoughts Advertising

LEAD GENERATION

Christian Bayne
Director of Content Strategy + Market Research

Using Facebook to Grow Your Email List. See article here

Lead generation tactics come in all forms- Pop up forms, whitepapers, online registration, webinars, and the list goes on and on. A great tactic that we’ve stumbled upon recently utilizes your company’s Facebook page. You can add a subscription form to your homepage to collect email addresses! Hey, it’s not the answer to everything, but it’s a piece to add to the puzzle.

ADWORDS + ANALYTICS

Eric Ortiz 
Director of Sales + Acquisition

AdWords Gets A Rebrand. See article here

Although the article suggests that this change could potentially see more brands taking their digital marketing in-house; I’m not scared. There are no real data points that support this in the article. I think the biggest change is that people who called it ‘Google Ads’ instead of Google AdWords, will all actually be correct now. ?

ADWORDS + ANALYTICS

Matthew Giardino
Sr. Platform Manager

New Tools for Creative Storytelling. See article here

YouTube just released a new suite that is currently in beta that is adding advancements in 4 areas of the platform. The 4 areas are:

  • Video experiments: Allows for replacing of traditional focus groups
  • Video creative analytics: Provides applicable data
  • Creative insights upgrade: Allow advertisers to gain a greater understanding of which pieces of creative has the greatest effect on each individual audience segment.
  • Director mix and video ad sequencing. Allows for more of a storytelling approach, and you carry your message from one ad to another like a story for your chosen audience segment.

Bottom line, these updates give advertisers more power to gain valuable insights into how their varying audience segments engage with their content and the effect they have on their brand. Taking these into account, the advertiser is then able to adapt and create more people-based content quicker than ever before.

SOCIAL ADVERTISING

Alex Andrews
Director of Social Advertising

Facebook Rejects Ads Because They Are “Too Political”. See article here

This is a phenomenon that I’ve felt myself when advertising for World Politics Review; the standards for what to be flagged as “political” are incredibly inconsistent right now. I’ve even filed appeals to these flags and got totally different answers back!  (As in, some said they were compliant and approvable, others said they weren’t.)  This is clearly an issue as Facebook hasn’t worked through the flagging system enough before launching it, and even their employees seem to be applying different standards.

That being said, it is to be expected.  The main takeaway practical lesson for advertisers is to be careful while Facebook goes through these growing pains!  Go through the authentication process required for political advertisers just for security purposes, whether you get flagged or not. You can find the instructions for that process here: https://www.facebook.com/id

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday)