It’s Giving Mix and MatchIf you’ve ever launched a display or video ad campaign with Google Ads, you’re familiar with the delicate dance and extreme agility it requires. There are keywords to research, copy to build, and graphics or video to develop (often for multiple formats and dimensions). It’s a lot of work just to get launched and then the real work begins: optimizing.
Enter Google’s latest product — the Ads Creative Studio — to give marketers some help. Moving from beta to primetime, the studio will give creatives a plethora of new ways to collaborate, but for teams that may not have had the bandwidth to optimize content in the past, the most useful feature seems to be building new ad content from existing assets.
Translation: You let Google know what videos and graphics you’d like to swap out and for whom and the optimizations will happen automatically. For example, say you have two videos, one that introduces your product and one that takes a close, technical look at a specific feature. You can tell Google to swap out, which video is shared based on whether or not a person has visited your site before. This would ensure only those familiar with your product would see the deeper dive. Automatic optimization in action.
The reality is, even with this new feature, Google Ads are still a big lift. But, for smaller companies where Google Ads might have previously felt out of reach, these new features might offer a little more convenience and make targeted ads a possibility.
TL;DR: Google’s Ads Creative Studio promises to make optimizing video and display ads easier than ever by automatically swapping out creative assets.
Marketing MeasuresYou can't open a social media app without scrolling past a few influencers. In fact, influencers are so commonplace and ingrained into our marketing strategies the Association of National Advertisers has released its Influencers Marketing Measurement Guidelines to better help businesses gain better insight and understanding of organic influencer marketing initiatives.
Whether you are already working with influencers to market your product or service or will start looking soon, you'll need a reliable way to measure your success. The ANA's guidelines provide clear definitions and explanations of measuring performance across most social platforms so you can run your next analytics report with more confidence.
From engagement to conversions, these new guidelines are a great starting point to understand your influencer analytics. Consider distributing them to all parties involved, from agency partners to your sales and analytics teams so you can feel confident you are all defining success in the same terms. TL;DR: Influencers are a commonly used tactic in social marketing, but measuring their success can be a challenge. A newly released guideline form the ANA could make tracking your ROI a little easier.
What Lit Us Up
If We Text You "📧 ➡️ 👀 🤗" It Means We're Glad You're Reading The SparkAfter the tumultuous past few years, we aren’t all that surprised to see the most popular emojis are loudly crying 😭 and crying while laughing 😂. (It’s a mood.) While those may not be the emojis that make it on to your business’ Twitter page, there is certainly a time and place for the icons in on corporate accounts. Mercedes Benz used it as an excuse to show off its sleek car design, a much-improved version of the red car emoji 🚗. Cisco, the software development company, used the unofficial holiday to engage with its followers, asking them to decipher which of their products were being depicted. And Hootsuite got in on the fun (and stirred up some trouble) by asking followers to describe their boss in three emojis.
Capitalizing on fun (and unofficial) holidays are a great way to engage with your audience in new ways. So set a reminder for July, 18th, 2023, and start lining up your emojis! Tell a Joke Day is coming up next month — do you have any under 280 characters?
TL;DR: Not every social post needs to be so serious. Simple things, like World Emoji Day, offer a unique and refreshing way to interact with your audience.
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