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The HubSpot Blog’s 2022 Content & Media Planning Report [Data]



The HubSpot Blog’s 2022 Content & Media Planning Report [Data]

Benjamin Franklin once said “Failing to plan is planning to fail,” and when it comes to content and media strategy, truer words have never been spoken.

Until 2020, that is.

In the last two years, 99% of content planners, strategists, or marketers who pivoted their strategy did so in 2021.

Unsurprisingly, the #1 reason they gave for this was the global pandemic.

why did media and content planners change their plans

To make matters more complicated, 39% of those who pivoted in 2021 changed their content plan a whopping three times throughout the year.

how many times did planners pivot

Despite all that turbulence, 62% of media planners say their content performed better than their goals in 2021. And, if anything, 2020 and 2021 taught marketing teams how important content planning and re-planning is.

To get a sense of how marketers planned or pivoted their way through such an unpredictable year and how they will approach media planning in 2022, we surveyed 600+ media planners to gather data on their goals, strategies, the tools they use, and how they met the unique challenges of 2021.

Curious about some strategies and insights specifically? Click below to jump to the section you’d like to read first.

The Top Goals of Marketing Media and Content Planners

As you can see below, engaging and growing new audiences, maximizing the ROI of their content, and understanding which channels or platforms their audience spends the most time on are top priorities for media planners and content marketers in 2022.

1649772605 668 The HubSpot Blogs 2022 Content Media Planning Report Data

But which strategies are most effective to achieve these goals?

Media and Content Planning Strategies

The Most Effective Media Planning Strategies

The top strategies media planners and content marketers charged with planning use are conducting market research to understand their target demographic and find the most effective channels to reach them, leveraging media planning templates, and running content audits.

Unsurprisingly, these tactics line up fairly well with the top goals, which include growing audiences with content and targeting the right marketing channels.

top media planning strategies

Media planners also rated setting a clearly defined budget (57%), analyzing the results of your content strategy (57%), clearly defining goals/KPIs (55%), and using a calendar to schedule content (48%) as the most effective media planning strategies they use.

To accomplish most of these, marketers can leverage media planning templates, a strategy I’ll talk about in more detail later.

Ultimately, all of the above strategies are highly effective and will see significantly increased use and investment in 2022. As you move forward in planning, you’ll want to consider a mix of them rather than just running with one or two tactics.

Next, let’s dive a litter deeper into each major planning strategy and opportunity.

Market and Demographic Research

Market research is leveraged by 43% of media planners and will grow significantly in 2022, with 45% planning to leverage it for the first time.

  • 64% of media planners who use it say it is the most effective media planning strategy they leverage.
  • 16% of all media planners will invest more in this than any other strategy in 2022.
  • 70% of media planners who do channel research say it is the most effective media planning strategy they leverage (the highest of any strategy.)
  • 22% of all media planners will invest more in it than any other strategy in 2022.

While technically the second-most-effective strategy, I decided to bring this one up first because understanding the demographics of your target audience isn’t just critical for proper media planning, but essential for any marketing strategy to succeed.

You can examine a wide range of data including age, location, education, and income to start building buyer personas, which are fictional representations of your ideal customers that you can cater your content towards. And here’s the best part – you likely already have most of this data available to you for free.

Of course, you could also conduct market research studies of your own, or go through an outside agency for a more holistic view of your industry.

But in terms of media planning, I’d argue that knowing which channels your audience is spending their time on is just as important as knowing who your audience is.

Channel and Platform Research

Learning about your audience doesn’t just stop at personas or demographics.

In 2021, 43% of media planners conducted market research to find the most effective channels for reaching their targets. This percentage will grow significantly in 2022, with 53% planning to leverage it for the first time.

The data above isn’t too shocking. Before you know how much of your budget to invest in each area of your media mix, you’ll want to get an idea of which channels your target audience spends their time on.

You can also benefit from using your own data by looking at which channels are most effective at helping you meet your specific goals. But, you should also leverage outside research as it can provide crucial demographic data on the specific channels you use.

For example, in our 2022 Social Media Report and survey, we found that younger audiences like Millennials and Gen Z prefer shorter video content that is funny, trendy, and reflects a brand’s values – on platforms like TikTok and Instagram.

Meanwhile, Baby Boomers prefer interactive/educational content such as interviews/podcasts/expert discussions, and live videos, with Facebook being their platform of choice.

These facts will help you plan out your media mix by giving you insight on critical questions, such as whether your demographic is embracing social shopping tools on platforms like Instagram or other platforms.

Once the research is complete, media planners are using templates to help allocate and organize their media mix with maximum efficiency.

Media Planning Templates

Media planning templates are leveraged by 40% of media planners and 46% of them say it is the most effective strategy they use to reach their business goals.

The use of media planning templates will see significant growth in 2022 as 39% plan to leverage them for the first time and 11% of all media planners will invest more in templates than any other strategy.

There are a wide variety of media planning templates to choose from, all designed with a different purpose, but ultimately they exist to help you track, plan, organize, distribute, and analyze all your media content.

which media planning templates are commonly use

The most popular templates are social media strategy templates that help you align your media content with your audience and analytics and reporting templates for Excel, PowerPoint, and Google Drive that make the processes of pulling, organizing, and sharing data simple.

Luckily, HubSpot has both of those templates available for you to download right now, with a handful of others that may also come in handy.

Once their media plans are fully organized and executed, marketers are leveraging content audits to analyze their performance and inform their future content plans.

Content Audits

Running content audits to inform media planning strategy is used by 37% of media planners and is the third-most-effective tactic for media planners to reach their business goals.

  • A whopping 81% of media planners who run audits say they have been effective for reaching their business goals and 67% say the results of their content audits have had a moderate to significant impact on their media planning strategy.
  • The use of content audits will grow significantly in 2022 as 37% plan to leverage them for the first time and 15% of all media planners will invest more in content audits than any other strategy.

So what are the goals of a content audit?

By analyzing the performance of the content you create, you get insights on what exceeded expectations, what falls flat, and why

content audit goals

Identifying content gaps is the #1 objective of content audits, but that doesn’t mean it has to be hard. Here’s a guide on how to run a simple content audit specifically to find and fill those content gaps.

Identifying issues with your website and improving the user experience is another highly effective strategy for driving traffic to your web content, improving SERP ranking, and increasing engagement. In our survey of 400 web traffic analysts, we found that web analysts who reported an effective website strategy in 2021 were 25% more likely to optimize their website for loading speed.

If you’re still not convinced to audit your content, we also asked media planners about the biggest benefits they’ve seen from auditing. Here’s a graph with the results:

content audit benefits

How often should you run a content audit?

Most media planners who run content audits do so on a monthly or quarterly basis. If you’re ready to start auditing your content, you can either create your own template or use this one from HubSpot.

Not only did we craft it ourselves, but 46% of media planners who use templates for content audits use it, making it the most popular third-party template. Our data also shows that 86% of those who use HubSpot’s template say content audits have been effective for reaching their overall business goals, so you should give it a shot.

Which Channels Marketers Use in Their Media Mix

The top channels media planners leverage are paid and organic social media content, email marketing, and organic search.

top channels in media mixes

As this data is directly in line with our previous marketing research, here are a few quick bullets on each:

  • Email marketing is the most leveraged media channel used by 1 in 2 media planners and will continue to grow this year with 22% planning to leverage it for the first time. Email marketing has the 3rd highest ROI of any channel.
  • Paid social media content is used by 47% of media planners and has the highest ROI and highest engagement of any channel. Channel usage will grow significantly in 2022 as 14% of all media planners plan to invest more in it than any other channel and 25% plan on leveraging it for the first time this year.
  • Organic social media content is used by 43% of media planners and will continue to grow this year with 22% planning to leverage it for the first time and 9% planning to invest more in it than any other channel in 2022. Organic social has the 2nd highest ROI and 2nd highest engagement levels of any channel.
  • Organic search is leveraged by 36% of media planners and 45% of them say it has the highest ROI of any channel they use. It will grow in 2022 with 23% of media planners planning to leverage organic search for the first time.
  • 84% of media planners leverage a mix of organic and paid media.

But, what’s the ideal media mix look like? Check out this helpful guide with even more data

The Benefits and Challenges of Media Planning

The Benefits of Content and Media Planning

Media planning can help you organize, plan, and analyze your content, but what are the biggest benefits marketers get from having a dedicated content plan? Here’s a breakdown of our survey results:

1649772606 553 The HubSpot Blogs 2022 Content Media Planning Report Data

One interesting theme to note above is that the top three benefits relate to understanding channels, where your audience is, or where and how to target them. From what we’ve seen over the past decade, the secret to effective, ROI-generating marketing or content is understanding and knowing where to meet your targets.

So, while the idea of media planning might seem daunting in times when plans constantly change – it’s still incredibly valuable, worth your time, and is likely to return on its investment.

Ultimately, the work you do as a media or content planner will teach you how and when to create new content, when to pivot, or how to effectively change course in times where competitors are struggling to understand changing consumer thoughts and behaviors.

Media Planning Challenges

For all its benefits, media planning also comes with some challenges. Here are the biggest challenges marketers face with media planning:

the biggest challenges of media planningDetermining the most effective media mix is an incredibly important aspect of media planning, but also the one media planners struggle with the most. Check out this article for tips on optimizing your media mix.

Aside from finding the most effective media mix, a limited budget is the second biggest challenge media planners face, so let’s take a look at some data on content marketing budgets.

Budgeting Your Content Marketing Efforts

How Much of Your Budget Should Go to Content Marketing?

Chances are you already have a budget dedicated to content marketing, but if you don’t, it may be a good idea to join the 94% of media planners who do.

The real question is how much of your total marketing budget should go to content marketing, so here’s a look at our results:

how much do marketers budget on content strategyHalf of brands spend under 50% of their marketing budget on content, with 72% of media planners saying the primary brand they work with spends between 20%-60% of their total marketing budget on content marketing.

Where Marketers Invest Their Content Marketing Budget

So, how much is that content budget we just discussed above? Here’s a look at how much marketing departments delegate to content. 

quarterly content marketing udget

  • 1 in 4 brands have a quarterly content marketing budget under $40K
  • 38% of brands have a quarterly content marketing budget between $40K-$100K, while 35% have a budget over $100K.

With your budget in mind, let’s take a look at how often you should be creating a media plan and how far in advance to start laying the groundwork for your content strategy.

Timing Your Media Plan

How Often Should You Create A Media Plan?

Nearly half of media planners create a media plan for their primary brand once per quarter:

when do marketers plan content and media chart

Whichever cadence works best for you, you’ll also need to start your planning process ahead of time. Let’s find out how far in advance marketers are creating their media plans.

How Far in Advance Should You Start Formulating Your Media Plan?

According to our survey, 41% of media planners will change their media mix in 2022, but how far ahead will they start planning?

how far ahead do content strategists plan

Over 80% of media planners formulate their strategies less than 4 months ahead of time.

Another crucial piece of formulating your media plan will be the tools you use, so let’s look at which tools marketers find the most effective.

Content Planning & Marketing Tools

The top two tools media planners use are HubSpot Marketing Hub (38%) and HubSpot Media Planning Templates (34%).

Here’s a chart showing the biggest benefits of leveraging media planning tools:

top media marketing tools

Another tool leveraged by 78% of media planners is automation, here’s what content strategists and media planners use it for:

content automation use cases chart

Pivoting Your Content Plan

Pivoting can be intimidating due to the uncertainty of abruptly switching up your content plan, so here’s a high-level look at our survey data on the topic. You can also find a deeper dive into our data and tips in this post.

Is Pivoting Your Content Plan Effective?

Whether you had every marketing campaign for 2020 and 2021 fully planned out or were just winging it, the pandemic forced us to toss whatever plans we had out the window and adapt in real-time.

As we mentioned above, most marketers who pivoted their content plan in 2021 did so because of the COVID-19 pandemic. 

The good news? A whopping 74% of media planners say their most recent pivot was effective for reaching their overall goals and 78% of media planners say their content plan changed a moderate to significant amount the last time they pivoted.

When do brands pivot a content plan?

Here’s how media planners knew it was time to pivot. Spoiler! It’s not always due to global events. 

Of the media planners who have ever pivoted, over two-thirds did so to try a new social media platform, and 77% pivoted to try a new feature.

reasons its time to pivot a content plan chart

Which platforms or features have media or content planners pivoted to?

Facebook and Instagram Shopping platforms; YouTube Shorts; and live chat rooms like Instagram Live Spaces, Clubhouse, and Twitter Spaces have been receiving high interest from strategists lately. 

1649772606 392 The HubSpot Blogs 2022 Content Media Planning Report Data

What’s more, our survey discovered that:

  • Marketers who say their last pivot was effective are 10% more likely to have pivoted to use Twitter Spaces.
  • Marketers who say their last pivot was effective are 10% more likely to have pivoted to use Facebook Live Shopping.
  • Marketers who say their last pivot was effective are 8% more likely to have pivoted to use YouTube Shorts.
  • Marketers who say their last pivot was ineffective are 9% more likely to have pivoted to use Spotify Green Room and 8% more likely to have pivoted to use Spoon.

What should be your first steps to pivoting a content plan?

Switching up your content plan can feel like going into uncharted territory. To help you, here’s how the media and content planners we surveyed take on the challenge. 

steps media planners take when pivoting a content plan

I found that marketers who talk to sales and customer service teams to better understand their customers and their pain points have more effective pivots than those who don’t. They’re 16% more likely to say pivoting was effective.

Also, those who adjust their media mix to reflect changing consumer habits have more effective pivots. They’re 9% more likely to say pivoting was effective.

To get a more detailed step-by-step guide on how to pivot, check out this post.

How often should you pivot your content plan?

While, most brands that pivoted did so at least three times in 2021, this doesn’t necessarily mean you have to make big changes once a quarter.

However, it’s smart to have flexible aspects of your planning that can change if external factors, like world events, arise.

And, if and when the unprecedented does happen, you’ll want to take a stp back and ask yourself what adjustment or strategy is right for your brand. 

Although consumers care about responsive content, they also care about ethical marketing and social responsibility of the brands they follow. Because of this, they’ll be quick to spot (and call out) inauthentic and opportunistic behavior, which could damage a company’s image.

And while we’re on the topic of avoiding mistakes, I also asked media planners about the biggest mistakes they’ve made when changing their content plan. Let’s take a look at where they’ve gone wrong.

Mistakes to Avoid When Pivoting Your Content Plan

Pivoting your content plan is effective, but also has its pitfalls. These are the top mistakes media planners have made when switching things up:

media planning mistakes

As you can see above, changing your content strategy drastically to cater to just one segment of your audience isn’t recommended.

And to reiterate the advice of Karla Hesterberg, the Sr. Manager of Content Growth Strategy at HubSpot, “Remember that content strategy is always a long game —your short-term strategy can’t compromise your ability to solve for the ongoing, long-term needs of your content property.”

Speaking of long-term goals, switching up your media plan on the go could wind up being expensive. Here’s how much of their budget media planners are spending when they pivot.

Key Takeaways for Content & Media Strategists

Content and media planning can get complex and complicated in today’s world where everything – including your target buyer – is constantly changing.

Ultimately, strong preparation will help you be ready to create and optimize your content strategy to cater to your evolving target audience.

Although we went over a handful of different strategies and data points above, here are three key themes that you can take away from this post.

  • Understanding your audience is vital: As a marketer, creator, and media planner, you need to know your audience to know what they’ll respond to, what will motivate them to engage with you, and where they’ll go to consume content. You’ll also have to know where your audience spends the most time. With this knowledge, you’ll be able to create campaigns that meet them where they are and nurture them into buying your product.
  • Plan to re-plan: The world is always changing. An effective media planner creates a plan, but also prepares for things to change and identifies ways they can optimize, shift, or pivot it when something unexpected happens.
  • Always be auditing: One strategy won’t work forever, in any field of marketing. So, it’s important to continue to track and audit your efforts. That way if something stops working or needs to be fixed, you can optimize it or shift away from it promptly without losing time or money.

Want to see even more data on this topic? Check out the free, downloadable resource below which highlights the bulk of the data from our survey all in one place. 

content planning in 2022

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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10 Advanced Tips for Crafting Engaging Social Content Strategies



10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.

So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.

The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.

And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.

To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.

1. Conduct A/B Testing

A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.

Experiment with different content formats, headlines, captions, and visuals to see which format performs better.

You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.

Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.

2. Personalize your content

Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.

Craft tailored messages for each segment and find social media content ideas for that target audience.

And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.

Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.

3. Embrace User-Generated Content (UGC)

User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.

Encourage users to share their experiences and stories about your brand.

Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.

Then, create a dedicated UGC marketing campaign.

Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.

4. Incorporate influencer collaboration

Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.

Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.

Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.

If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.

For context, look at the stats below:

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Example: Partner with a fitness influencer to promote your health supplements through workout videos.

5. Use interactive elements

To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.

Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.

Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.

6. Leverage user reviews and testimonials

Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.

Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.

Example: Feature video social proof of a satisfied customer explaining how your software improved their business.

7. Create long-form content

While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.

It’s great, especially if your business receives great engagement on X (formerly Twitter).

“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.

“This is roughly on par with all newspaper articles views on Earth,” he continued.

1701077165 831 10 Advanced Tips for Crafting Engaging Social Content Strategies

Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.

Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.

Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.

8. Collaborate with other brands

Collaborate with complementary brands or businesses for promotional content.

As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.

Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.

Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.

9. Emphasize customer service

Social channels aren’t just a source for publishing content but also for providing excellent customer service.

Marketers these days actively invest in building social media communities to better connect and interact with potential customers.

Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.

This level of engagement can build customer loyalty and community building.

Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.

10. Monitor trends and stay updated

Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.

Experiment with new features or types of content introduced by social media channels.

Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.

Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.

Example: If video content is becoming popular on social platforms, create your social media content strategy around it.

You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.

This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.

Final Words

And there you have it — ten advanced tips to level up your social media marketing strategy.

Test the waters with new features on social channels and plan your content marketing strategy accordingly.

With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.

Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!

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