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Quora’s Lead Gen Ads Beta: Ready For Round Two

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As advertisers, we are usually drawn to new ad platforms and betas, first and foremost, for the cost savings. Entering a newer platform, like Quora, is generally cheaper than a mature platform, like Google. However, in our latest beta test with Quora, we found that there’s another MAJOR reason to test younger ad platforms and betas within those platforms: The personalized attention. 

Why are betas difficult?

You might be wondering why advertisers would want personalized attention when launching a beta test in an ad platform and on top of that, why we would value that as high as generating a low cost/lead. Let me paint a picture of what it’s like to NOT have personalized attention when launching a beta.

Here’s the headline for why betas are hard: Uncertainty is high. Best practices are nowhere to be found. Even a good first test may not be enough to convince stakeholders that there should be future tests.

Imagine you test a new campaign type that’s currently in beta. Your platform reps give you access to the campaign type and that’s it. Maybe there’s a support page on their site somewhere with some basic setup details, but since it’s a beta, there’s very little documentation. You set up the campaign to the best of your knowledge and then you launch. The first few days of the campaign, you’ve spent $50/day and generated ZERO leads. This worries you, naturally, but you know that 1. The campaign might be “learning” on the back-end and 2. Your data (ZERO leads) isn’t statistically significant yet. Any experienced, logical performance marketer would tell you not to change the campaign settings, bids, creative, etc. because your results are not yet statistically sound. In other words, you haven’t run the campaign long enough to know, FOR SURE, that it’s OFFICIALLY not working.

So you wait it out. By the time you’ve hit statistical significance, your campaign has spent $500. Maybe even $1,000 or $5,000, depending on the beta, campaign goals, cost/click, etc. At this point, you’ve generated a few leads, but the cost/lead is still 100% higher than your average paid social campaign. Sure, you learned something from this test, because you can always learn from failed tests. Failing is actually fundamental for growth, so that part isn’t too frustrating.

The frustrating part of this whole situation is that you can’t help but wonder if there were some simple best practices you could have implemented from the start to get good enough results to then get the go-ahead from your boss/team to keep testing.

Were there settings you should have used? More niche targeting you could have implemented? Because you were flying blind during the campaign setup phase, you’re never going to be 100% confident that the results are truly indicative of the beta’s potential. I think it’s rare for a new campaign type or ad platform to hit our goals the first time around, but if you miss your goal by a longshot, it’s now going to be even harder to convince your team that this new beta or new platform is worth continuing to test.

Because what’s usually happening with any team that’s testing a beta ad or new ad platform is that stakeholders are looking at it as a one-time test. It either works or it doesn’t. Whether that’s the best way to view it or not (I believe it’s NOT, but that’s a whole separate topic), that tends to be the trend that I see across companies, especially those with smaller budgets.

Testing Quora Lead Gen Ads

Enter 1:1 attention from an ad platform team.

This is what we got from the Quora team, every step of the way when we tested Quora’s new lead gen ads. Here’s the process we went through:

  1. We were offered access to the beta. This is one of the perks of working with agencies. We have more connections, as an agency, to platforms reps. (Shoutout to JD Prater)
  2. The Quora team initiated a meeting where they asked us a number of questions about our goals for the lead gen campaign.
  3. Following the meeting, our team set up the lead gen ad campaign, based on the details discussed in the group meeting.
  4. Quora’s team asked us to let them know when the campaign was drafted so they could review it for potential optimizations, prior to launch. Note: in my past experience as an account manager, I’ve had to be the one reaching out to reps, prior to launching a beta, to see if they have any pointers. The proactivity from the Quora team in this phase was unlike any other beta experience I’ve had.

Pre-launch Feedback

The Quora team reviewed our lead gen ad campaign the same day that we sent them a notification to let them know it was drafted.

Here’s what the ads looked like before we made updates:

Here are the initial points of feedback (I’ve left out 1 note on audience targeting because it won’t make sense without the full context of the campaign) :

  • Headline sentence – I recommend considering asking questions on Quora as the data shows they perform better than statements. Maybe flip the question in your description with your current headline, “Is your 2020 digital advertising strategy ready?” Try making the question intriguing and qualifying to pull in the right audience. You can also see Hanapin Marketing 3x in the top left so this will help break that up and give you some text characters back. 
  • The logo is too small – I recommend updating the company logo by eliminating the text and just zooming in on the image.
  • Confirmation headline on the lead form – Consider setting expectations here that people can view the report (the ads were for Hanapin’s 2019-2020 State of PPC report) now and they’ll get an email from you later. Something like, “View the report now and look for it in your inbox soon.”

Here are the ads after we implemented the feedback

We made the changes and launched the beta campaign.

Quora Lead Gen Ads: Campaign Setup Friction

On top of providing great feedback throughout the entire test, the Quora team proved to be quite nimble too. Of the three main areas where we felt that there was friction in the campaign setup process, they were already working on resolving one area. They were clearly getting similar feedback from other advertisers and making the product updates as soon as possible. Here are the points of friction we ran into:

  • Not being able to edit the ads or forms – their team was working on this
  • Ads not being approved due to capitalization. Example: Wouldn’t let us capitalize state in “State of PPC report”
  • Not being able to exclude more than one audience. Given the opportunity, we would have excluded an uploaded list and a remarketing audience.

Outside of those few items the overall technical experience was great. We found it to be easy and intuitive!

Why More Advertisers Are Testing Quora Ads

My team will continue to test Quora Ads, and especially the betas, because:

  • Their team gave lots of helpful feedback along the way, helping our team to trust the results and see the potential.
  • Their team was quick to listen and quick to implement improvements.

We aren’t the only advertisers planning to budget more for Quora, either.

According to Hanapin’s 2019 State of Paid Social, “the number of marketers investing in Quora has grown nearly 4x since last year. The platform has rolled out 5 betas just in the last 8 months (from when State of Paid Social was published in June) and shows no sign of slowing down.”

So if you’ve been waiting to jump into Quora Ads, you really need to stop stalling. Your competitors are starting to test Quora Ads and their team makes it easy to get started. But that’s just my two cents! If you want to procrastinate a bit longer, it will be less competitive for our team and I’m good with that.

Quora’s Lead Gen ads are currently in a closed beta but you can request access by completing this form.

PPChero.com

MARKETING

How to Cure “Lonely Marketer Syndrome”

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How to Cure "Lonely Marketer Syndrome"

If you feel lonely as a digital marketer, you are not alone.

According to an ongoing survey conducted by CareerExplorer, marketing managers rate their career happiness at 3.1 out of 5 stars, which puts them at the bottom 40% of careers.

Why would a job that involves the most entertaining and fun aspects of business, that being growth, change, and interaction between business and customer, lead to such an unsatisfactory rating?

Further, how could a job that is perfectly suited for remote working still rate so low?

Why Marketers Are Unhappy

There are lots of reasons why someone could be unhappy with their job, but for now, let’s focus on the five core factors that generated a 3.1 star rating for marketing management. We’ll expand it a bit to accommodate soloprenuers/consultants and marketing agency owners as well:

  • Compensation & Revenue
  • Meaningfulness
  • Personality Fit
  • Work Environment
  • Skill Utilization

Marketing Compensation & Revenue

Marketing Managers aren’t happy with their salary, even though they rate very high according to CareerExplorer’s survey. With an average of $135,000, marketing managers are the highest among similar careers like management consultants, investment fund managers, online merchants, operation managers, advertising managers, human resource managers, and project managers.

On the marketing business side, marketing agency revenue has continued to increase as well. According to Statista, digital advertising agency revenue grew from $5.69 billion in 2012 to $30.6 billion in 2022, an increase of 437% over 20 years (22% average annual increase).

Even so, they’re not happy!

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Meaningfulness

Do marketing managers find their work meaningful? Most of them don’t according to the survey. They ranked meaningfulness at 2.7 out of 5 stars.

Personality Fit

How about the personality fit of people who are marketing managers? According to the survey, marketing managers rank fit as 3.8 out of 5 stars. Not bad considering! Still not great.

Work Environment

What about the work environment of marketing managers? That’s not bad as well, with a rating of 3.5 out of 5 stars. Even so, it could be better.

Skill Utilization

Finally, let’s talk about skill utilization. Do marketing managers feel that they’re using their skills to an adequate degree? They have skill utilization a 3.5 out of 5 stars. Again, not bad but not great either.

Overall, marketing professionals are missing on a lot of the key factors that lead to job and life satisfaction. Could there be a root cause for the disconnection?

Why the Marketing Profession is Awesome

We now have some insights into why the marketing profession may not be ideal, now let’s examine why it’s a really, really good job for some people. Let’s use those same survey factors to discuss.

Marketing Compensation & Revenue

Marketers make GOOD money. The survey by CareerExplorer said $135,000 average, which sounded high to me, however, Salary.com confirmed the range with the median being $113,582. No matter how you look at it, that is a great paycheck.

Meaningfulness

This is an abstract measure, but I think marketers have a huge opportunity to find meaning in marketing. Your job directly impacts the success of businesses. Businesses provide goods and services for their customers, while also providing paychecks for 47.5% of the population of the USA. What’s more meaningful than helping 58.9 million people to get paychecks?

Personality Fit

The marketing profession is perfect for people who like networking, extroverts that like building relationships, number-heads who love analytics, creatives who like constantly creating new media, attention-seekers who love interacting with audiences, and business people who like money. If your personality fits into any of those groups, you can find a good fit with marketing.

Work Environment

Marketers to work pretty much anywhere, PLUS there are tons of networking groups, expos, masterminds, courses, and other events to attend all year long all over the planet. You can work from home, work at an office, travel to clients’ locations, or take your laptop to the beach. A marketer can create their own work environment if they want to!

Skill Utilization

Few professions utilize a more dynamic list of skills than marketing. From technical to analytical to creative to relational, marketing requires the utilization of vast, complex, and evolving skillsets. You will never get bored with a marketing career because you never know what you’re going to need to know next. Better yet, you have the opportunity to create entirely new skillsets that no one has even considered before!

Loneliness is Bad for Productivity

With all that said, why are marketers still unhappy? I believe that the majority of marketers are more socially-minded than your average person. They crave connection between people. That could be connection with other marketers, connection between companies and their customers, and connection between owners and marketing professionals.

Problem is that since marketers can work anywhere, they often default to working remotely. As of mid-2022, Linkedin reported that jobs offering “remote work” increased 457% year over year. Remote working for marketing roles working remotely increased 177% in just the first half of 2022.

What do you get when you have primarily “social” people working remotely? You get lonely, and loneliness hurts productivity, creativity, and health.

Research by Dr. Vivek Murthy showed that loneliness and depression cost employers $44 billion a year. A study of remote workers found that one in five said “loneliness” was their biggest struggle.

So, while marketers are generally well paid and provided with challenging work that engages their personalities, they are faced with loneliness which greatly impairs work satisfaction. How do we fix the issue?

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How to Fix Lonely Marketer Syndrome

The fix may seem obvious, but it is usually missed or approached too casually in most cases. Marketers need to become part of marketing communities. Not just any communities however, the ones that will truly impact their business and mindset will have the following characteristics:

#1: Formal Education Systems

Ideally, your community should have a proven set of frameworks that other marketers (preferably hundreds or even thousands) have used to succeed.

#2: In-Person & Online Events

Online events are great, but if there is no planned in-person event, you’re going to be missing an important part of connecting with others: seeing them “for real.” Your new community should have plans for in-person meeting opportunities, even if it’s just once a year.

#3: Broad & Narrow Specialty Groups

If you can find a network with a significant amount of people in your specific marketing niche, great! Just note that they should also be connected to broader topics so that you can learn more about interacting with entire marketing teams, not just people do the exact same work as you do.

#4: An Established History

Brand new groups are great, but there’s nothing worse than committing to a brand and having it disappear on you. Ideally, look for marketer communities that have been around for at least 5 years, but preferably longer.

#5: A Hierarchy for Ascension

The best communities provide opportunities for their members to grow and contribute, with the possibility of becoming a thought-leader, teacher, or contributor to the knowledge contained within an organization. Look for groups that have positions, awards, and prizes for top community members.

Where to Find the Right Marketer Community

Lucky for you, you’re already on the right website! DigitalMarketer has been growing their marketer community since 2008. With over 120,000 marketers completing courses, thousands of contributors, and over 1 million email subscribers, DigitalMarketer is the community of choice for marketers in over 60 different countries.

Whether you’re a beginner looking for your first certification with a Lab Membership, an agency owner looking to scale with our Certified Partner network, or a successful business owner looking to scale with the M3 Mastermind, DigitalMarketer is the place to be.

Beat Lonely Marketer Syndrome and join us today!


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