Thursday Thoughts On Advertising 10
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 Paid Social Advertising, Consumer Behavior, PPC Bidding Updates & Content Marketing.
PAID SOCIAL ADVERTISING
The Truth Behind The Kap-troversy See the article here
While the Kaepernick ads unveiled on social media last week were controversial just because of his prior political actions, the campaigns have been a success with objective metrics. In addition to the 43 million in “buzz”, Nike’s online sales rose by a roaring 31% in the week since, and stocks, though suffered an initial dip, have now risen to above pre-ad levels. The 43 million in social media exposure is the big point of discussion here.
“Playing it safe” is a fair advertising strategy for other platforms, but not for social media ones. Social media algorithms deliver based on all types of feedback, even ones we deem negative because social media is meant to snowball the most engaging posts. When you’re pushing out a paid ad, the more social clicks it gets, the more discount you get on your CPMs and CPCs. The ONLY type of feedback that will be negative for your ad’s delivery is “Hide Post” or “Block User.” “Angry” reactions on FB, angry comments and retweets quoting the ad saying you disapprove HELPS your ad’s reach. Then it’s just a matter of seeing if the feedback ends up affecting your ROI, which as we’ve seen, in this case,e it was helped by the controversy.
TLDR: 20 good reactions and no bad reactions on an ad is not as beneficial as 1000 good reactions and 500 bad reactions, even though the ratio of positive to negative is higher in the former. In Facebook, Instagram, and Twitter ads, “playing it safe” isn’t the path to kick-ass ad performance.
These 3 Things Drive The Research-Obsessed Consumer See the article here.
This is the most informed consumer in human history! They want access to every piece of information that might come up during their time with your business. Regardless of how good a marketing campaign we create is, I encourage our clients to make sure that their owned assets are as resourceful as possible. Otherwise, there is really no point in marketing.
PPC BIDDING UPDATE
Exact Match Keywords Update See the article here
Exact match keywords are getting a bit of revamping. For those who aren’t aware, exact match keywords are exactly what it sounds like. You put the name of your company as your keyword, and the only way your ad comes up is when the consumer’s search query matches it exactly.
However, with this latest update, exact match is using the power of machine learning to match searches with the same intent, a paraphrase or implied words that don’t change the meaning of your keyword. According to Google, 15% of searches every day are new, so this will help you discover those new searches while also maintaining control of what context your ads are being served in.