How do you get a 756-percent return on ad spend? Our new case study about the work we performed for Snapfish will show you. We worked with Snapfish to create ads geared toward mobile over a one-year period. Goals included increasing:
Awareness and downloads of the Snapfish app.
Purchases via the app.
The campaign reaped major results, such as a 343 increase in revenue from mobile app installs and a 756-percent return on ad spend. Our case study provides even more details.
Mobile Ads Are on the Rise
This work is significant because mobile ads are on the rise. According to a recent Forrester report, between 2017 and 2022 mobile will drive 86 percent of growth in U.S. digital ad spending. In other words, mobile is really drawing the lion’s share of all online advertising.
Mobile Is Its Own Beast
But because of the way people engage with mobile ads, you need to understand how to do mobile right. As Mobile Marketing Association (MMA) research points out, the human brain takes less than half a second to connect with a mobile ad on an emotional level. In MMA’s Cognition Neuroscience Research project, approximately 900 individuals participated in a study in which eye-tracking and EEG monitoring were used to measure what consumers saw—and how they reacted. It took 400 milliseconds on average for consumers to see and react either positively or negatively to 67 percent of the mobile ads they saw. That’s a much faster response than that to ads shown on a desktop.
Mobile ads need to be designed in a format that captures the attention of consumers within 400 milliseconds! It’s imperative for marketers to understand the impact of mobile ads in the first second. We know how to do it right, as our new case study shows. Contact us.
In September, Google will sunset one of the oldest Google Ad metrics, average position. Average position has traditionally helped businesses understand how high their ads rank above organic results in search engine results pages (SERPs). Google is replacing average position with four metrics designed to give advertisers a better sense of how their ads are ranking. Let’s unpack this news and its meaning.
What is average position?
As the name implies, average position provides an average for how high your ads appear above organic results in SERPs. Of course, an average rank of Number One is great. But an average is not terribly precise. Even if you enjoy a strong average, your ads still might experience wide variances.
What are the new metrics?
Come September, Google will replace average position with these metrics introduced in November 2018:
Absolute top impression rate: the percent of your ad impressions that are shown as the very first ad above the organic search results. This rate is calculated by taking all your Number One impressions divided by the total number of impressions.
Top impression rate: the percent of your ad impressions that are shown anywhere above the organic search results. This rate is calculated by dividing the total number of top impressions (above the organic search results) by the total number of impressions.
Absolute top impression share: the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
Top impression share: the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
Think of absolute top impression share and top impression share as a measure of your opportunities to have ads appear either at the top or anywhere above the organic search results. By contrast, absolute top impression rate and top impression rate provide actual results.
Why the change?
The new metric comes down to precision. Google wants advertisers focus on:
How often their ads appear above organic results on the first page.
Of course, having four metrics to worry about makes life more complicated.
Do all these metrics matter?
We believe that the most important metrics are top impression rate to measure actual results – and top impression share to measure potential opportunities. Focusing on absolute top impression rate and absolute top impression share can become costly.
Top impression rate will give you a better idea of how often your ad is appearing above organic search results. Sure, absolute top impression rate will give you a sense of how often you rank Number One – but how many businesses can afford to keep bidding for a Number One ranking? If you are managing a budget, it’s just not realistic to gun for the best possible absolute top impression rate. Top impression rate should suffice.
What exactly is a favorable top impression rate?
You want your ads to appear among Top Four positions in SERPs. But it’s going to take some time and experimentation for you as an advertiser to figure out your ideal top impression rate.
What should advertisers do next?
This is a period of experimenting and learning before Google transitions everyone over to the new metrics. So, start using them and learning, availing yourself to Google’s blog content along the way. Two things you should do now:
Identify what a top impression rate is for you. To get started, look at historical data. Then test different ad campaigns. This process will require you to examine results and positions and monitor them over time. Also, outcomes for every advertiser will be different. Retail businesses will be different from media/entertainment, education, healthcare, and so on.
Monitor your costs per click (CPCs) closely. As your top impression share rate improves, your CPCs are going to increase.
Of course, True Interactive is here to help. We’ve been managing all aspects of performance marketing for years. Contact us for more insight. We know how to deliver results.
The resurgence of the Momo Challenge on YouTube – a viral hoax that reportedly encourages self-harm – caused YouTube to demonetize all videos about Momo.
Events of recent days are not the first time YouTube has found itself in the news over the posting of inappropriate content. Two years ago, I blogged about how YouTube’s lax reviewing standards and an easy monetization process resulted in mainstream ads appearing alongside disgusting content such as videos created by extremist groups. Although YouTube has vowed repeatedly to devote more resources to policing its content, obviously the platform is not completely safe.
Of all the firestorms engulfing social media platforms lately, I can’t think of anything that approaches a level of severity than the exploitation of children. But can YouTube stamp out the problem through the measures it has announced?
Meanwhile, as my colleague Kurt Anagnostopoulos noted in a blog post, social media is a messy place for brands to live. No matter what steps YouTube takes, the site will never be free of inappropriate content. I suspect most businesses will tolerate occasional flare-ups so long as they are dealt with swiftly. It’s the pattern of abusive content that causes businesses to pull their ads. For YouTube, gaining and keeping trust will come down to how well the platform stops the flare-ups before a pattern emerges.
Super Bowl LIII achieved its lowest ratings since 2008. The game attracted 98.2 million viewers, down from 103 million viewers in 2018 and 111 million in 2017. And the NFL cannot blame a decline in general viewership from the regular season: ratings were up for the 2018-19 NFL season overall. On a positive note, digital viewership of the Super Bowl increased to a record of 2.6 million.
So what happened? Analysts blamed the appearance of two teams that failed to stir strong interest and a defensive struggle that bored viewers (the game was tied 3-3 going into the fourth quarter).
The decline in ratings has caused some to wonder whether it’s worth it for advertisers to spend $5 million on a 30-second Super Bowl ad. Well, I think that’s the wrong question. The real question is how can businesses maximize the lifespan of a Super Bowl ad beyond the big game itself?
If you’ve followed the Super Bowl year after year, you’re probably aware that businesses preview their Super Bowl ads by dropping teaser videos online weeks before the game, thus creating buzz, just like movie trailers do before a movie release. For example, in January Pringles distributed three teaser videos extolling the virtues of stacking different Pringles flavors while watching TV. These videos were accompanied by a PR blitz that resulted in coverage in publications such as Adweek.
And then after the game, companies enjoy a lift from the post-game analysis of Super Bowl ads. Even ads that get panned by critics create attention for their brands. It’s not like viewers are going to read a post-game ad critique in Advertising Age and boycott a 30-seond spot because it got panned. The criticism might pique their interest. Beyond the post-game analysis come opportunities for brands to distribute ads across multiple venues and optimize them for search. And Burger King is using already its socials to maintain public interest in its well-received spot featuring Andy Warhol eating a Whopper.
In a blog post I published February 1, I share how advertisers use digital media to extend the life of Super Bowl spots after the big game. I discuss the importance of brands exercising creative parity, or ensuring consistent messaging across digital and offline channels. As noted above, viewership of the Super Bowl online increased. Does your digital content match what people see on linear TV? Check out my post for more insight. And contact True Interactive to ensure that your digital ads maximize their value.
For the past few years, I’ve discussed on this blog how Super Bowl advertising demonstrates the power of digital video to complement traditional TV advertising. I’ve asserted that you can obtain as much reach on video as you can through a standard TV ad – or, in some cases, smaller but more targeted reach. Now comes a sensible consideration: what you should do after you launch an ad. This post focuses on the importance of creative parity, or ensuring that your creative is consistent across all your touch points.
Remember This Ad?
What happens after you buy video or TV media is just as important as buying that space itself, sometimes more important. Advertisers capitalizing on a huge event – whether becoming a Super Bowl advertiser or Olympics partner, to cite another example — need to support their sponsorship with TV ads, video ads, display/remarketing banners, emails, social media pushes, and paid search support (to name a few). Take Super Bowl LIII for example: we know that a number of big-name brands will all have commercials airing when the Los Angeles Rams and New England Patriots square off. After Sunday night what will they do? You can’t just fork over the $5 million (or more) for a single 30-second TV spot and call it a day. Instead, you must continue supporting your product. Doritos did a great job of this after the 2018 Super Bowl. You may remember it:
Morgan Freeman and Peter Dinklage rapping with an ice and fire theme (also a nice allusion to a certain TV show that Dinklage stars in) caught everyone’s attention and was one of the highlights of last year. That wasn’t the end of this spot. During the weeks after it initially aired, this spot was broken out into two distinct ads, one for Doritos and second for Mountain Dew (both companies are owned by PepsiCo), and both continued to run. You could find it during the middle of a Simpsons episode, during an NBA game, and on YouTube (and the YouTube Network) as 15-second in-stream ads or six-second bumper ads. Pepsi dished out the additional marketing dollars to continue the support of both products.
The Importance of Creative Parity
Of course, advertisers have plenty of tools at their disposal besides video — everything from straight display banner support to remarketing banners, from email to social media posts (organic and paid) and all the way down to branded paid search. You can push any and all those tactics after running an ad like Doritos and Mountain Dew did. Just make sure you practice creative parity, or consistent messaging and creative look/feel across all your advertising assets. Creative parity is harder to achieve as a brand distributes creative assets online and offline. But it’s essential to embrace creative parity or else all the hard work you put into a Super Bowl ad offline will be wasted when your audience sees a confusing and completely different message in the content you share on your website or social media.
Starting at the Top of the Funnel
The discussion of creative parity begins at the top of the sales funnel. In the example of the Super Bowl, the top of the funnel consists of the Super Bowl TV commercial. If we look at the next step down that funnel, we get to YouTube and video placement. It’s here that we want to continue the concept of parity by cutting our TV commercial into 30-second, 15-second, and six-second videos — and create additional demand via targeting (see my 2017 post about video ad targeting, reporting, and monetization). This approach keeps a product top of mind.
However, it’s here where we can start to tweak our messaging ever so slightly. We may cut the initial commercial to include a high-level deal or promotion that occurs, for example “Free Shipping on Orders $40+.” Now you may want to complement video with display banners. Similar to YouTube, we cast a wide net and try to reach a large audience, but, at the same time, still try to narrow it down from the whole of the internet to, say, 18-34-year-olds interested in food and dining or grocery stores. Again, we use our TV commercial as the basis for our display banners so that our imagery is in parity with our top-down strategy. But we might start to add a little more generic promotion or offer, like the Fridays banner from Reddit below:
Fridays calls out a generic 2/2/2 offer for $20 and includes different variations of food and drink so that it appeals to all users.
The next big step in the top-down funnel is retargeting. Retargeting is where we begin to see direct sales, leads, phone calls, and overall conversions happen. Cookies and data have gotten a bad rap recently, from myself included. The criticism is justifiable in several cases, but from an advertiser’s top-down perspective retargeting is a fantastic tool. If we follow our line of thought on parity, we can target those users who have watched the different cuts of our TV commercial and serve them specific banners.
In our case, we want to create a banner based on the TV commercial but begin to layer specific promotions within the banner itself. If we hit a user who has watched a video and a specific brand page on an advertiser’s site or a specific product page on an advertiser’s site, we are able to start layering in specific offers and promos based on those brands/products. Put another way, we need to start dragging those users who have watched our video ads or have visited our site from display banners further down the funnel. In our branding support (video and display) we haven’t really touched on promos or offers but rather attention to the brand — so once we get to our retargeting banners, we can begin to add any promo to our TV commercial-based banner. No matter what promo is used, however, we need to always keep in mind creative parity. Our banners need to match the style, direction, and language of the creative assets that came before it (video and display). But at the at the same time, we may tweak the content slightly to entice users to convert.
Many of these same tactics can be repurposed to social support. Whether it is Facebook, Instagram, Snapchat, or Twitter, these same concepts can and should be applied. The only difference is that you may place your single image banner, video creative, or carousel banner in messenger, stories, news feed, or right hand rail. The social strategy should be looked at in a similar way as display. The importance of parity remains paramount.
After video, display, and social, we begin to get to the bottom of the funnel. It’s here where promotions and call-to-actions really begin to be applied. In some cases the banners themselves disappear, as in branded paid search, but we are able to use similar language mixed in with specific promos based on the search term a user enters. Search A may not necessarily serve the same promo as Search B, but that’s the beauty of paid search. It’s also here that email can be used effectively. Every advertiser has an email list, but how they are broken out may be different (users who haven’t bought in three+ years, users who buy weekly, users who buy product X, etc.). We can take advantage of how an advertisers email list is broken out and target users with specific emails applying creative parity from the TV commercial. Jumping back to our Doritos/Mountain Dew commercial:
Our email should include Peter Dinklage and Morgan Freeman.
Our language should make sure to reference fire and ice so that the motif continues.
But instead of being a generic message we can start to include specific promos for email list A and another offer or promo for email list B.
Parity is the state or condition of being equal. It’s an important part of advertising that isn’t practiced as well as it should. Why? Because the ability to collect and analyze data quickly often compels businesses to change creative on the fly. If an ad creative isn’t working, it can be changed quickly. Those changes can achieve temporary results but hurt creative parity in the long run, leading to your brand becoming disconnected throughout the customer journey.
Look at the Big Picture
I typically end these blog posts with a quote from some bigwig businessperson. But this time, I’m taking a line from an intellectual (specifically an astrophysicist and cosmologist). Martin Rees said, “Most practising scientists focus on ‘bite-sized’ problems that are timely and tractable. The occupational risk is then to lose sight of the big picture.” Sometimes, marketers need to stop and look at the big picture to see if it matches.
In recent weeks, I have been blogging about tools such as showcase shopping ads that help advertisers succeed on Google. I would be remiss if I did not also touch upon a fundamental approach to ensuring your inventory is visible in your ads that appear on Google: product feed optimization.
What is Google product feed optimization?
Google product feed optimization refers to the steps that businesses take within the Google feed to ensure their advertisements work most effectively with Google’s algorithm. The more optimized your product content is, the more likely that your products are going to show up in paid search results when people look for products to buy.
Optimizing your feed can make your ads more visible. If you make your product feed accurate, your ads will be more aligned with how people search.
What’s the best way to optimize your products?
What’s really crucial is providing Google accurate metadata such as the title of your product, price, and color. It’s crucial to get the details right, down to size and color of clothing if you sell it. You cannot have duplicate keywords in the titles of your products, either. Avoid lengthy titles; otherwise, the customer may not see the actual product name. In addition, choose your keywords to position them to the front of the title. These are just some examples of minding your metadata.
Make sure you sync your product information with any paid search campaigns you are running. If you are running a 70-percent off holiday cards paid search campaign, make sure that message is consistent with what appears in your data feed.
Be complete. If you share different sizes of winter coats, make that data available. Better yet, list each as a separate product.
How do advertisers make sure Google has the right content to optimize?
A feed company or an agency (such as True Interactive) can put the data together for you. You supply raw data such as product description, product ID, links to relevant images, pricing. and landing page. Your feed company or agency partner then works with Google to ensure your product inventory appears where it should in your paid ads.
Should everyone be optimizing their product feed?
If you are advertising a physical product online, yes, you should absolutely optimize your product feed, whether you are a business-to-business or business-to-consumer brand.
Unfortunately, many brand mangers find the process of optimizing their feed to be tedious and unworthy of attention. But don’t make that mistake. If you don’t optimize your product feed, your advertising spend will be wasted because your competitors’ products will rank higher than yours (so long as they optimize their product feeds). And your customers won’t know about your products. So make sure you mind your product feeds. If you need help, contact True Interactive. We have deep experience with digital advertising including optimizing product feeds.
Google has been beefing up its showcase shopping ads product to help retailers spice up their holiday advertisements. Showcase shopping ads make it possible for businesses to group together related products to merchandise them more effectively. The format is tailored for mobile viewing. Recently Google added new features such as video to make these ads more powerful. At True Interactive, we’ve been applying showcase shopping ads with favorable results. One of our clients running showcase shopping ads has seen an 80-percent higher click-through rate over standard shopping ads. This blog post explains showcase shopping ads based on questions we’ve received.
What exactly are showcase shopping ads?
Showcase shopping ads appear as a collection of shoppable images displaying different products offered by an advertiser. The ads are built to capitalize on broad keyword searches such as “winter sweaters.” The showcase shopping ads work this way:
Someone making a non-brand search for, say, winter sweaters will see in their search results display ads from different retailers with winter sweaters and promotional ad copy.
When the shopper clicks on the ad, they are taken to a landing page with a merchant’s line of winter sweaters. The shopping ad display, or showcase, resembles a brand page to the user, consisting of products the advertiser wants the user to see.
A shopper may click on an inventory and complete a purchase.
A business can create multiple showcase shopping ads. The header image can be different based on what is uploaded into each showcase shopping ad. In the above example of winter sweaters, a retailer could run a header image that focuses on sweaters but have another header image that focuses on outerwear for a “winter coat” search. The Google algorithm chooses which products appear based on variables such as the product titles, description, and type.
Who is this a good fit for?
It is highly recommended that you have at least 1,000 products in your inventory. There is no minimum budget. The format is effective for anyone who wants to get their products in front of a large audience because it’s based on broad keywords. It’s not for people competing for specific keywords. For bigger advertisers, showcase shopping ads are a good way to display multiple products for broad keywords. You can create an engaging photo and additional messaging that smaller businesses may not be able to afford.
Why is Google beefing up showcase ads?
The main reason Google is pushing showcase ads is that they are optimized for mobile. Salesforce recently predicted that mobile devices would dominate both traffic and orders for the entire 2018 holiday shopping season (68 percent of traffic and 46 percent of orders). On Black Friday alone, retailers saw $2.1 billion in sales from smartphones, accounting for 33.5 percent of Black Friday sales. The rise of mobile reflects broader shopping trends, and Google wants to capture a share of ad revenue associated with mobile shopping by offering a shoppable ad format.
What is the pay model?
The pay format is cost per engagement, not cost per click. The user has to be on the ad for 10 seconds or more, at which time the advertiser is charged. This approach can be a drawback. A click is a specific action. But having a page open for 10 seconds is a passive way to measure user intent. A person may not be really engaged with a product while a screen is open.
Any tips for getting the most out of Google showcase shopping ads?
Yes. Advertisers need to do two things:
Ensure all your products are grouped together in an easily findable way.
Have your products accurately labeled in each ad group.
Bottom line: Google showcase shopping ads give multiple advertisers a way to showcase multiple products for generic keywords that can otherwise be very expensive. If you compete for generic keywords in a mobile centric world – and who isn’t? – then you should consider Google showcase shopping ads. If you need help getting started or if you are running Google showcase shopping ads and want to take your game to the next level, contact True Interactive. We’re here to help.