Thursday Thoughts On Advertising 43
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: Google Shopping & Amazon Rivalry, Facebook’s New ‘Clear History’ Tool, U.S. Digital Ad Revenue Surpasses $100B, 5 Landing Page Optimizations & How Consumers Search Online.
Google Shopping & Amazon Rivalry See the article here
In 2015, about 54 percent of product searches started on Google, and 46 percent started on Amazon. By 2018, the numbers had flipped, according to the marketing analytics firm Jumpstart.
Google may be synonymous with many things — search, ads, email, even artificial intelligence — but online shopping is not one of them. That is not to say the company does not try.
PAID SOCIAL ADVERTISING
Don’t Like Ads? Use Facebooks New ‘Clear History’ Tool the article here
In an effort to give users more control over their information, Facebook is introducing a Clear History option that will detach users from their off-Facebook browsing data, that is commonly used for ad targeting via Facebook pixel. While this won’t impact the metrics advertisers can see attributed to their campaigns, it DOES mean that audience targeting relying on pixel pools will likely go down in scale from people using it. Keep that in mind when allocating your retargeting spend and structure.
DIGITAL AD SPEND TRENDS
U.S. Digital Ad Revenue Surpasses $100B the article here.
100 Billion dollars spent in digital marketing in 2018 and you’re still wondering whether you should be in the digital game and whether it could work for a business like yours. Seems like a simple choice to me.
LANDING PAGE OPTIMIZATIONS
5 Landing Pages. 5 Lessons See the article here.
Designing landing pages for your business or client can seem like a daunting task. How should it be designed? What is the goal? What content goes on the page? These are all valid questions. This article breaks down this process into 5 elements of a successful landing page.
How Consumers Search Online. See the article here
When searching on Google, consumers are starting to gain more and more trust and belief that they will be delivered EXACTLY what they are looking for. As advertisers, we must put even more emphasis on only bidding on the most relevant keywords to reach our clients’ business goals. More and more, consumers are expecting highly relevant content which needs to be matched with their search terms. This fact is what’s driving my strategy as a platform manager, and I believe that you should as well.