Thursday Thoughts On Advertising 19

Digital Advertising

#ThursdayThoughtsEvery 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: CPG Giants Facebook Tactics, Instagram Stories Changing Creative, Why You Need Voice Search, How To Build A Great Brand and Google’s Exact Match Changes.Bob McKay
President + FounderFrom Awareness To Conversion See the article here

Facebook is making many upgrades to their ad platform which favors DR performance. CPG brands, who just 7 months ago used FB for brand awareness, have pivoted on strategy to conversion related activationAlex Andrews
Director of Social AdvertisingRediscover The Importance Of Creative See the article here

Interesting perspective on how Instagram Stories placements are making digital advertisers rediscover the importance of creative.

Due to the unique creative size, format, and user expectations for Instagram Stories, it’s impossible to take a “one size fits all” approach as an advertiser.  This is likely a reason we have seen such high visibility yet low conversion rates from these placements thus far; it’s a good placement, but the ads themselves just aren’t optimized for them yet.Eric Ortiz 
Director of Sales + AcquisitionDon’t Fall Behind The 8 Ball see the article here.

Search strategy is soon to change. How do you verbally search? it’s probably not the way you search with keywords. If brands don’t start to think and ACT ON THIS, they are behind the 8 ball.Christian Bayne
Director of Content Strategy + Market ResearchAlign What You Think, Do & Say see the article here.

Content must go future than what you write, it must align with the core values of your business. As simple as it sounds if you do not have the right culture and people involved in your day-to-day operations this can create a massive issue. There’s no need to jump into a conversation that doesn’t align with your business just because it’s a hott topic!Matthew Giardino
Sr. Platform ManagerChanges To Your Bidding Tactics See the article here.

There have been recent changes to Exact Match keyword targeting that may have you considering how you are structuring your ad groups and the ads you place within those ad groups. Google is moving away from true exact match keywords and allowing for closely related search queries to trigger advertisers’ ads. Why does this matter? It’s important to realize that with this change, it may end up affecting the quality score of your ads. Although this update allows you to capture more closely related searches, I’d suggest experimenting with phrase match keywords to maintain quality score for your campaigns.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). See our previous post here.