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What the Big Tech Layoffs Mean for SMBs & PPC: 8 Key Takeaways

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What the Big Tech Layoffs Mean for SMBs & PPC: 8 Key Takeaways

Unless you live under a rock (I can say that because I’ve been known to camp out under a pebble or two), there’s no doubt that you’ve been hearing about one thing in the news lately:

Big Tech layoffs.

Microsoft, Google, Amazon.

It even has its own hashtag #layoffs2023.

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Mass layoffs of any kind are unsettling no matter how applicable they are to you, but as a small business owner or marketer, you may have some concerns. Yes, this is “Big” Tech, but does this or will this have any implications for small businesses? Many of these companies are also ad platforms, so will this have any impact on PPC?

I’ve taken a dive into the story from this angle to provide you with some key takeaways. Read on to learn:

  • What’s happening in Big Tech?
  • Why are all these layoffs happening?
  • What does it mean for online advertising and small businesses?

What’s happening in Big Tech?

In January of 2023 we saw more layoffs in the Big Tech sector than in any month since the pandemic. To put things in perspective, there were 159,684 tech job cuts in 2022, but in January of 2023 alone, we saw 68,502. That’s more than 43% of what we saw in all of last year.

big tech layoffs 2022 vs 2023

Companies that have conducted mass layoffs in January and recent months include Google, Microsoft, Informatica Salesforce, Amazon, SAP, IBM, Spotify, Wayfair, Coinbase, and Vox Media.

As mentioned earlier, mass layoffs innately are concerning, but the reason why this situation is of particular interest is that not only is it unexpected, but it’s also being called one of the worst contractions in the industry’s history.

And it’s also a little peculiar when you look at it in relation to the labor market. As The Atlantic writer Derek Thompson points out:

  • During the 2010s, the labor market was weak but the tech sector was growing.
  • During the pandemic, the economy had a “flash freeze depression” while tech took off.
  • Today, the labor market is strong but tech is “bleeding.”

So what’s going on here?

Why are all these layoffs happening?

There are multiple factors at play, which Derek’s article does a great job covering. Here’s the rundown:

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The expected tech “acceleration” from the pandemic turned out to really just be a “bubble.”

Tech companies, consumers, and investors alike all subscribed to the notion that the surge in remote work, ecommerce, and other online platforms during the pandemic put us on the fast track to the 2030s. But this has not been the case. We never made it there; we’re still just on our way and we’re settling back into the same speed of travel as in 2019. As a result, all of that expansion and investing now is in excess. Hence the contraction.

Inflation caused an advertising slump

Keep in mind that many of these tech companies—Google, Meta, Amazon, etc.— are also advertising platforms. And with inflation reaching its highest levels in 40 years in 2022, many businesses pulled back on advertising as this is often one of the first areas to see cuts during a shaky economy—not to mention the fact that advertising costs increased along with everything else.

1675370926 604 What the Big Tech Layoffs Mean for SMBs PPC

Companies are preparing and adjusting

For some companies, the layoffs are happening also as a proactive measure. While inflation appears to be on the mend (it has dropped from 9% to 6.5%), economists, and therefore businesses and consumers are still wary of a recession. If these companies want to maintain profitability and to send the right message to shareholders, they need to prepare for businesses and consumers to continue cutting back on spend even in the new year—which means cutting back on spending themselves.

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Of course there are spinoff theories and schools of thought, but these are the core reasons you’ll find woven throughout any coverage on the matter.

What does it mean for small businesses and PPC?

Alright, so now that you have a grasp on what’s happening and why, let’s talk about what this means for small businesses and PPC according to news articles, last week’s PPC chat discussion, and the very PPC experts who contribute to our blog! Here are some key takeaways that feel particularly pertinent:

1. Big tech is not at risk

“Revenue decline” doesn’t necessarily mean that any of these businesses are failing or on their way out. Remember, these aren’t just businesses, they are behemoths. And as Tech Reporter Bobby Allyn’s NPR article cited earlier states, while these changes are historic, they’re still small on a percentage basis.

These companies are still massively wealthy and Big Tech has been on a strong growth trajectory for the past ten years. Microsoft alone made $198 billion in revenue in 2022.

microsoft annual revenue

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These measures aren’t a sign that they’re on the brink of disappearance, but rather course correction in accordance with the post-pandemic story as it unfolds, to get back on that growth trajectory.

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2. This is only temporary; digital advertising will still grow

Given the above, it’s not surprising that many PPCers feel this is only temporary and aren’t concerned about there being a further economic downturn or ripple effect on small businesses or advertising in general.

Take digital marketing strategist, author, and speaker Anders Hjorth’s Tweet in #PPCChat, for example:

We also asked Brett McHale, founder of Empiric Marketing, LLC and regular WordStream contributor for his take on the matter and he shared the same sentiment:

“We have seen economic downturns and mass layoff lead to eventual booms/bubbles—what comes to mind is the 2008 economic crisis that eventually gave way to the tech boom of the 2010s. I’m not necessarily saying that is what is going to happen now, just that these economic situations tend to have a cyclical nature to them.”

It’s worth noting also that no one expressed concerns about any one platform in particular other than Twitter, for obvious reasons.

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3. It could open up new opportunities

Another perspective that many PPC influencers and practitioners share is that with so many talented people out of work and with time on their hands, there is potential for new opportunities or movements to happen. Paid search manager Sarah Steman Tweeted in #PPCChat:

Mark Irvine, Director of Paid Media at Search Lab Digital and regular WordStream contributor (and former Streamer!), shared this viewpoint:

“The biggest piece to think of is that there are tens of thousands of people with top-quality talent reentering the industry who have years of experience working with large numbers of clients and varied budgets. They’re also well-versed in their former company’s tools and features and have unique insight into the industry from their past roles that many of us don’t have exposure to.”

4. We may see more small consultancies open up

Brett also sees new opportunities arising, more small consultancies in particular:

“I can see many talented professionals in the space making the transition from big brands to independent contract work. Taking on a W2 employee is a massive risk for a company whereas a 1099 employee is a much lower risk, both financially and legally. Talented folks who have lost their jobs might source their talent to multiple companies to create several sources of income for themselves and handle their own health benefits under their own LLCs. “

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Navah Hopkins, Brand Evangelist at Optmyzr, regular WordStream contributor (and also former Streamer!) Navah Hopkins expressed the same:

“On a personal note, I often questioned whether I made a mistake not going for one of the big brands. When the layoffs happened, it cemented for me and many other digital marketers like me that we can thrive without “big brand safety.” I’m excited to see the rise of consultants and taking lessons learned to verticals that didn’t have access to the amazing talent now on the market.”

5. Agencies and large resellers have the most to gain

Another outcome we may see, Mark pointed out, is an influx of new talent to agencies and resellers.  Here’s what he had to say:

“Agencies and large resellers likely have the most to gain from this shuffle. Compared to small businesses, they’re in the best position to attract this new talent that has experience working across a large portfolio of clients. Additionally, Google’s most recent announcement is that of reembracing its partners, specifically resellers to enable more advertisers to grow on their platforms.”

google's turn to resellers

Resellers mentioned in the article include Accenture, Interactive, Incubeta, Jellyfish, and Media.Monks.

6. Advertisers need to be on guard

One potential concern that many PPCers agreed on was that with revenue in greater focus, ad platforms may start pushing features and upsells more so than genuinely helping advertisers succeed. This wouldn’t be a novel concept by any means (Google Ads automation anyone?), but it will be important to be extra vigilant, especially if you’re a beginner advertiser.

PPC influencer Robert Brady expresses this concern in his Tweet:

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He also followed that up with:

And I feel like reps will be even more insistent on pushing features that help the platform and not advertisers. @robert_brady

Mark shared the same viewpoint:

“I’m going to be increasingly skeptical of new products released over the next ~120 days. Layoff rounds right before an earnings call is not coincidental. Product announcements aren’t coincidental either. There’s still lots of great teams at these companies that are making great things, but following a round of layoffs, a product manager isn’t going to boldly recommend that they push back their new anticipated tool for another quarter or two because it’s not ready. Implicit or not, many teams will feel the pressure to produce “quickly now” rather than “correctly later.” I would be extra skeptical of anything announced or anticipated before big days for their investors in April or July. Looking at you, GA4.”

7. Be prepared for outages and/or gaps in support

Another concern is that we could see a degradation in customer support or more outages. In fact, Google Ads was out for three hours on January 23.

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Many agree that support is already lacking so this could be a pain point. Navah notes that these brands will be under higher scrutiny:

“The brands doing the letting go will be under more scrutiny than ever before. I suspect true return on investment with any of these platforms (Google, Microsoft, Amazon), as well as less patience for substandard service will be the main themes of higher churn for their customers. Many of us noted that it was odd Google Ads went down hours after the layoffs, and instances like these might become more common, and the industry will have less patience for it.”

8. Moderation and policy enforcement could suffer as well

Mark comments on this final concern (as if ad disapprovals weren’t already a pain point):

Unfortunately, I agree that traditional “cost centers” like customer support are going to be pulled from first. Particularly given the recent successes in AI like ChatGPT, it’s increasingly tempting to push AI in these areas.

However, I’m also worried that there’s temptation to pull away from areas like moderation or policy enforcement. Google has increasingly automated its policy enforcement over the past few years, to poorer results, and I imagine this will continue.

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Twitter sets a dangerous precedent in eliminating its moderation teams and I think that lowered bar makes for poor incentives for other tech giants to dedicate resources to important non-revenue generating teams.”

headlines about twitter eliminating moderator staff

While I hope that companies continue to reinvest in their values, even things ensuring advertisers only pay for quality traffic and filter out invalid traffic are troubling. When no one is watching, are these tech companies going to improve or maintain their standards, or are they going to be tempted to water down that wine and charge advertisers for more traffic to influence their bottom line?”

So what’s the verdict?

If you haven’t been quite sure about how what’s going on with all of these Big Tech layoffs, my hope is that this article has demystified some of that for you. And as far as how you should be feeling, I’d say that a little concern is good, but panic? Not necessary. The experts and veterans in the industry aren’t taking any drastic measures. The idea is, as Ashton Clarke Tweeted to “help clients keep a level head and maintain stability.”

So long as you stay on top of the storyline, keep an eye on your metrics, and make PPC decisions based on data, not automated recommendations, your account and performance will stay in good shape!



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17 Content Distribution Strategies to Try in 2024

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17 Content Distribution Strategies to Try in 2024

Creating content is great, but it’s only the first step in your marketing strategy. When you write articles, put together reports, or record videos, you need to make sure you promote them effectively, too. That means testing out new content distribution strategies whenever you can.

Today, we’re sharing 17 content distribution strategies you can try and test this year. But first, let’s go over what counts as content promotion.

What is content distribution?

Content distribution, or content promotion, is the process of distributing your blogs, articles, infographics, webinars, and more to reach a wider audience than its initial publication.

Here’s a strategy we used as an example. We published a blog post covering the biggest content marketing trends in 2024. The blog is the initial marketing channel for this piece of content, and this initial audience includes website visitors and blog readers. It’s also optimized for on-page SEO, which encourages ranking on organic search. That’s another channel. Posting about the blog on LinkedIn is another channel. That’s coordinated sharing of a single piece of content across multiple channels. That’s content promotion.

Content promotion - WordStream LinkedIn post

By sharing or even repurposing your content in multiple ways throughout your marketing strategy, you can increase its visibility and reach among your target audience. This has benefits beyond a single piece of content, including increased brand awareness, a stronger competitive edge, and even more conversion opportunities.

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If you’re investing the time, effort, and (often) budget to create high-quality content, you want to make it as beneficial to your business as possible.

📣Free guide >>> 25 Ways to Increase Traffic to Your Website (Fast!)

17 content distribution strategies to start testing now

Here are 17 content promotion strategies that will help you distribute your content, reach a wider audience, and build your brand. Whether you’re working to put a content promotion plan together or already have a solid strategy, take a look and see what you can test out this year.

1. Repurpose in another format

Content repurposing is the first strategy we’re sharing because it’s the most fundamental and presents the most opportunity. If you have a blog post, turn it into a video for YouTube. If you have a longer video, splice that up into shorter, bite-size clips for social content. If you have a data-packed report, pick out the most compelling headlines to make shareable graphics.

Content promotion - screenshot of a drop shipping video.Content promotion - screenshot of a drop shipping video.

Shopify has two versions of this content: a YouTube video and a blog post that explains drop-shipping.

Creating content takes a lot of time—ideating, researching, developing, editing, finalizing, and launching. That’s why content promotion across as many channels as possible is so important. The best way to create even more possibilities for promoting and sharing your content is by repurposing and repackaging it in another medium.

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This extends both the reach and the life of your content. By turning blogs into videos or long-form videos into short clips, you can distribute across different channels and reach new audiences. When you repackage, it takes less time than creating pieces from scratch, but you’re also creating fresh content, which keeps yours new for longer.

This, of course, has its limits. You don’t want to seem like you’re repeating yourself constantly to your community. And it’s not always feasible or effective to repurpose a blog into a video or a guide into podcast episodes. That’s what the rest of the strategies here are for.

2. Brand all of your visuals

If you ensure that all of the visuals in your whitepapers, articles, or blog posts are branded, you can share those graphics elsewhere. You can share these as eye-catching posts on social media to increase brand awareness, use these elements in other pieces to create internal links, and even optimize your image SEO for organic reach with the graphics alone.

Take this example from Semrush. It’s a simple but effective graphic of the elements of a content marketing strategy with the brand’s logo in the corner. It’s also the first result in an image search for content marketing strategy.

Content promotion - Google image search showing branded visuals.Content promotion - Google image search showing branded visuals.

This is something you bake into your content creation process. Like the Semrush example above, it doesn’t have to be extensive. Make sure graphics feature your brand colors. Include your logo at the bottom of any charts or tables. Take the time to optimize for SEO, which leads to our next strategy.

3. Optimize content for SEO

Organic search is an opportunity for content promotion. If you’re writing a blog post, publishing a report, or even releasing a video series, getting your content on the SERP offers you the chance to reach a wider audience through another channel.

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Take advantage of this by improving your SEO strategy this year. Whether it’s spending more time considering long-tail keywords during your ideation phase or focusing on improving your local SEO site-wide, it’s an opportunity to get your content out there.

4. Include links in relevant blogs or guides

Internal linking is important for your SEO, but it’s also a chance to promote your content to interested readers who already trust your brand.

Content promotion - Description on Etsy.Content promotion - Description on Etsy.

This Etsy blog post about using the color black as a wedding theme links to a blog on trending wedding colors. Relevant research for event planning.

But in-context linking is only one way to help promote content with internal links. You can link to high-value content from your company’s educational materials, add call-outs to your blogs, or add clickable links to your whitepapers. To learn more about getting creative, check out this guide to internal linking. (See what we did there?)

🛑 Not getting enough traffic from search engines? Download this free guide and get on the first page of Google.

5. Post on social platforms

Promoting your content on social media is important. Even if you don’t have a large following, posting can broaden your reach and grow your audience. This could be as simple as writing a quick intro and including a link to your post on X (formerly Twitter) or Threads if you’re on there. You can also use major takeaways to record a quick video for Instagram or create a slideshow with major takeaways on LinkedIn.

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Content promotion - social media post promoting content.Content promotion - social media post promoting content.

Example of a LinkedIn slideshow.

The most important thing is to start sharing and pay attention to the responses. Figure out what works for your brand, your audience, and your typical content production.

6. Plug content on a podcast

Podcasts are excellent places for sharing recommendations and plugging content naturally. You’re not dropping a link (except in the show notes), but you can reference thought leadership, share data and findings, or use a case study as an example. The spoken medium feels more authentic, and if your content comes up naturally on your brand’s own podcast or during a guest appearance, that’s another great way to promote it.

You can run podcast ads if you’re not running a podcast or looking to take on guest spots. These still offer the same benefits. In fact, in a study by Acast, 72% of podcast listeners reported that they visit an advertiser’s website after hearing a brand’s spot, and 62% of listeners reported making a purchase after hearing a podcast ad.

7. Syndicate your blogs

Some publications syndicate content, meaning they republish blog posts or articles as excerpts or in their entirety. How this works will depend on the publication. Some will automatically republish all of your content, while others ask you to submit it for syndication.

Content promotion - syndicated blog post.Content promotion - syndicated blog post.

For example, this article in Fast Company includes a “republished with permission” note.

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Here’s how to find sites that might syndicate your content: In a search engine, enter “republished with permission,” plus a keyword related to your brand or content. The results are sites that likely syndicate content in your area of expertise.

8. Share with your email mailing list

Your subscribers have already indicated an interest in your brand and offering. Send them your content, too. This could be a regular newsletter to share links to new releases if you have a full and varied content calendar or a one-off email if your content creation is slow and steady.

Email is an effective content promotion method. According to the Content Marketing Institute, 69% of B2B marketers distribute content through their own newsletters and 67% share content in other emails.

Content promotion - bar graph showing sources of traffic.Content promotion - bar graph showing sources of traffic.

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👋 Use these email marketing templates to write better emails faster.

9. Pitch your content to related newsletters

You should definitely send emails to your own audience, but that’s not the only way to get your content into newsletters. There are many regular newsletters that aggregate industry content or share a variety of links with their audience. Pitch your best content—think high-value articles penned by an industry leader or an annual report with compelling data—to include here.

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10. Share on forums

Forums like Quora and Reddit are potential channels for your content distribution, too. If you have a free course or helpful guide, you can share that. Look for people asking questions about your topic, then answer with a helpful explanation and the link.

Content promotion - screenshot of an online forum.Content promotion - screenshot of an online forum.

A link to a tool that seems helpful, not purely self-promo.

Keep in mind that no one wants to be spammed. Make sure you’re sharing relevant content and doing so selectively.

11. Partner with influencers

If you have the budget to promote your content, try working with influencers in your industry to get your content in front of more people. Here’s a great example. In the video below, marketing influencer Laurie Wang breaks down the fundamentals of digital marketing. She also shares templates from HubSpot, which is the sponsor of the video.

Content promotion - screenshot of a youtube video.Content promotion - screenshot of a youtube video.

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It’s also worth noting that this influencer has 15,000 subscribers on YouTube. That’s closer to a micro-influencer, which can be more affordable.

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12. Promote with banners, pop-ups, or sidebar CTAs

Your content promotion doesn’t always need to be focused on reaching a new audience. It can also be a push to engage people who are already visiting your site further, whether they’re warm leads checking out cornerstone content one more time or new contacts who landed on your top-of-funnel blog post for the first time.

In those cases, you can promote your content to your website visitors through pop-ups, banners, and sidebar calls to action. The key is to promote high-value, relevant content in a compelling but non-intrusive way. Take a look at the example banner below from audiobook platform Libro.fm.

Content promotion - lead gen report.Content promotion - lead gen report.

The black-and-white images with the bright background are eye-catching without being overwhelming. Very clickable.

💡 Calls to action are the most important copy on the page. Get this free guide filled with compelling CTA phrases you can swipe today.

13. Credit and tag your sources

If your content contains references to other people’s work, try tagging them in your social posts, especially on LinkedIn or Instagram. Mention found a compelling correlation between tags and engagement for Instagram posts.

Content promotion -bar graph showing number of tags and traffic.Content promotion -bar graph showing number of tags and traffic.

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More engagement will help more social media users find your content. If you quote an expert in your industry or use photographs from someone with a social following, try tagging them.

14. Encourage your employees

Another channel you can tap to promote your content is your employees. Some companies have formal employee advocacy programs, which incentivize sharing content and more online. But even if you don’t have a formal program yet, you can still encourage your team members to post your high-value content.

In its report on employee advocacy programs, Hinge Marketing found that the biggest benefits of these programs include increased visibility and increased inbound traffic.

Content promotion - bar graph showing benefits from employee advocacy.Content promotion - bar graph showing benefits from employee advocacy.

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The key is to make it easy for employees to share content. So post graphics and messaging in your shared channels, send out emails with links to new content when it’s available, and let people know it’s a good thing to post.

15. Let your community know

If your brand runs a community, make sure you’re sharing your content there. Community-led marketing takes a lot of investment to get started and maintain, but once you’ve established a group, it’s incredibly effective. These members are engaged with your brand and with each other. If it’s a community listserv, send a quick email. If it’s a Slack or Discord group, set up a channel for distributing new content.

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Pro tip: If you have a community, this is also a great place to get ideas for content. Check out which threads stay active and which questions keep coming up time and again.

16. Write a guest blog post

Writing a guest post can be a good way to distribute your content—as long as you’re approaching it the right way. This works best if you have a big, in-depth piece of content, like a benchmark report or survey. You can focus on one finding to create an original guest post for the publication’s audience, which will hopefully be new to you. And you’ll be able to include any branded graphics there, too.

It’s worth noting that, in the Content Marketing Institute’s annual survey, only half of B2B marketers reported using guest posts as a distribution strategy this year.

Content promotion - B2B content distribution methods on a bar graph.Content promotion - B2B content distribution methods on a bar graph.

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This is only a slight decrease from last year, and it could be because guest posts work to promote specific kinds of content—original reports or data. If you have those, identify some target publications and give it a try.

17. Run paid ads

Most of the content promotion strategies we’ve talked about here are organic. But if you do have the budget to promote your content, run ads this year.

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Here’s a LinkedIn ad that I saw at the top of my feed while I was working on this post.

Content promotion - ad distributing content.Content promotion - ad distributing content.

Braze is a customer engagement platform that offers email marketing, in-app messaging, and more. Marketers are the target customers, so LinkedIn is a great platform, and this is a compelling piece of content.

Figure out where the best place to reach your target audience would be, like LinkedIn, Instagram, YouTube, or maybe TikTok.

Try these content distribution strategies

We covered a lot of methods for getting your blogs, reports, graphics, and more out there, so let’s recap.

Here are 17 worthwhile content distribution and promotion strategies:

  1. Repurpose in another format
  2. Brand all of your visuals
  3. Optimize content for SEO
  4. Include links in relevant blog posts
  5. Post on social platforms
  6. Plug content on a podcast
  7. Syndicate your blogs
  8. Share with your email mailing list
  9. Pitch to related newsletters
  10. Share on forums
  11. Partner with influencers
  12. Promote with banners, pop-ups, or sidebar CTAs
  13. Credit any influences—and make sure to tag them
  14. Encourage your employees
  15. Let your community know
  16. Write a guest blog post
  17. Run paid ads

If you’re creating great content for your brand, then it’s worth spending a little more time promoting it to as many people as possible. So this year, try some of these promotion strategies to get more eyes on your content and grow your business with more customers.

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31 Best Giveaway Ideas (+Tips to Make Them Successful)

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31 Best Giveaway Ideas (+Tips to Make Them Successful)

Here’s a hill I’m dying on: giveaways are one of the most versatile and efficient marketing strategies available. They work on any channel, are easily scalable to your budget, and create their own buzz (we all love free stuff!).

But the best part is they are endlessly variable—there are infinite giveaway ideas.

I want you to get a feel for what a good giveaway can do for your business and find a few versions to try. So I’ve listed over 30 ideas, a handful of examples, and some things you can do to make sure your giveaway delivers what you need it to.

Table of contents

Why should you run giveaways?

Giveaways produce results across your entire sales funnel, from early awareness to customer evangelism. Here are some of the most popular ways I’ve seen giveaways used in marketing:

  • Boost brand awareness: When people don’t know or trust your brand yet, a giveaway will help you break the ice.
  • Support a product launch: Giveaways capture attention fast, which is exactly what you need for a new product.
  • Introduce a new location: A little free gift will build rapport quickly with new neighbors.
  • Grow your social media and email following: It’s crazy how well tag-a-friend giveaways multiply social networks.
  • Clear out seasonal merch: Turn a sunk cost into a wildly effective marketing strategy.
  • Capture UGC: Make sharing user-generated content a sweepstakes entry, and watch the awesome customer images pour in.
  • Get customer referrals: Incentivize customers to become your best salespeople.
  • Recover abandoned cart sales: Put all those “almost-won” sales over the finish line with free shipping or by throwing in a gift card or trial size.

🛑 Free guide >>> 25 Ways to Increase Traffic to Your Website (FAST!)

How do you make a successful giveaway?

The type and scope of giveaway you manage depends on what you have available, who you’re trying to reach, and what you hope to get out of it. Follow these steps so your giveaway makes a huge splash.

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Set a goal

The goal of your giveaway is the first piece of the puzzle. Everything else snaps in around it.

Say you want to blow up your Instagram follower count. The platform, set of rules, and promotional plan supporting your giveaway should all align to make that happen.

Choose the prize

This is trickier than some people realize. Ideally, you want a prize aligned with your brand and right-sized for your goals.

A brand-aligned giveaway helps you focus on attracting ideal potential customers. If you sell baby monitors, giving away running shoes will attract lots of people who don’t need your products.

Giveaway ideas - giveaway on YouTube

Choose a gift that matches the size and goal of your giveaway.

Likewise, a huge prize for a simple entry method (like tagging a friend on Instagram) is going to bog you down with so many entrants outside of your core audience. Pick a prize just large enough to make it worth the effort to get it.

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Pick your platform

Here, I’m talking about in-person, social media, email marketing, etc. Where can you find the people you want to reach? Which option makes it easy to achieve your specific goal?

If you’re drumming up brand awareness for a new dentist’s office, handing out travel toothcare kits at a health fair is perfect. However, an email campaign would be better if you’re looking for new patient referrals.

Schedule appropriately

Timing matters a lot in giveaways for several reasons. Seasons, competition levels, and your own internal needs all factor in.

For example, a brand awareness giveaway that would triple your TikTok follower count in June might get drowned out by holiday marketers in December.

Create the rules

There are two questions to answer here:

  1. What do people have to do to get the giveaway?
  2. What laws and platform rules do you need to follow?

To set the rules of entry, match the ask’s difficulty to the prize’s value. The better the prize, the more you can ask. It’s fair to ask someone to buy one shirt to get another similar shirt for free. Or to register their email address for a chance to win a weekend trip. But if your giveaway is an inexpensive branded pen, you won’t get many people registering (those are great handouts at conferences, though).

Giveaway ideas - Giveaway on Instagram showing the rules.Giveaway ideas - Giveaway on Instagram showing the rules.

Make sure you’ve listed all giveaway rules clearly.

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Laws and platform rules can vary. Instagram has its own rules, for example. In general, you want to clearly and fairly describe the prize, give a minimum age to participate, list the rules, and give the odds of winning if it pertains to your type of giveaway.

Hype it up

Before and during the big day(s), use social media posts and popups on your website to get more attention. Email your subscribers and offer your loyalty members early or extra entries. Look for influencers or related businesses to partner with. If it’s a really big deal, consider spending on paid search ads or boosted social media posts.

Follow up

After your giveaway is over, there’s plenty of attention and excitement to be had. Announce the winner (if it was a contest) and tag them in the social media posts so their network can see them. Let people who didn’t participate or win know what they missed, and tell them to stay tuned for future events.

You could end up gathering more email addresses with the promise of a future giveaway than the original giveaway itself.

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Best giveaway ideas for businesses

These are your tried-and-true giveaway ideas that have proven to generate buzz, leads, and sales.

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1. Sweepstakes

You’re probably pretty familiar with this one. You give up your email address or some other information, and you’re entered to win a prize. Unlike a gift-with-purchase, your free gift isn’t guaranteed, which adds a little anticipation to the game.

Sweepstakes are useful for all types of brand awareness and lead-generation campaigns. They’re less often used to generate direct sales since requiring a purchase to enter can be legally tricky.

2. Customer loyalty giveaway

Customer retention is a critical business growth strategy. This giveaway aims to keep your best customers happy and returning for a long time.

Giveaway ideas -Under Armor giveaway.Giveaway ideas -Under Armor giveaway.

Use exclusive giveaways for your loyalty members to keep them active longer.

The actual giveaway can take on many forms. The important part is to talk up the exclusivity of it. Only your best customers get the gift, discount, or entry to win. That’ll help cement the feeling of community, which strengthens brand loyalty.

3. Holiday-themed giveaway

Holiday-themed giveaways come in many variations. Black Friday doorbuster deals are a very popular one, but you can get pretty creative. For example, you could offer a self-care giveaway for singles as part of your Valentine’s Day marketing.

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4. The year’s supply giveaway

There’s some psychology behind our desire for abundance, even for everyday products. Think of having a pantry full of mac and cheese or all the laundry detergent you could use for a year. It’s more exciting than it should be.

That’s the motivation behind giving a year’s supply of a product. The bonus is that you can make this highly relevant to what you sell, attracting future customers.

5. BOGO

Buy one, get one free deals are among the most popular giveaways for both the giver and the receiver.

Giveaway ideas - Cosmetics BOGO giveaway.Giveaway ideas - Cosmetics BOGO giveaway.

Use BOGO deals for a big boost in sales and awareness.

Your customers get double the product for the same price, and you make a sale every time someone takes advantage of your offer.

Giveaways like this can also be great loss-leaders—products that don’t generate much profit on their own but drive lots of new customers to your store to buy additional items.

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6. Free upgrade

This is a nice option if your product or service has pricing tiers and you want to attract more customers to the higher tier.

Say you sell software with entry, pro, and executive plan options. Run a promo where anyone who buys the entry plan gets the pro version for the first month. Some of those users will get hooked on the expanded capability and upgrade at the end of the giveaway period.

You can use this for physical products, too. Offer the premium product at the standard price for a limited time. Then gather as many reviews of the higher-end version and use that social proof to sell it after the promo is over.

7. Free product with purchase

I love these types of giveaways, especially for two specific purposes:

  • You have seasonal or excessive stock you need to turn
  • You’re introducing a new product

Make the free product as relevant to the purchased one as possible. Socks with a pair of shoes is a perfect example. You could also throw in something that often causes friction when forgotten, like batteries with a battery-powered toy.

8. Product bundle giveaway

Grow your add-on sales by bundling several complementary products and running a sales promotion giveaway to demonstrate how they all work together.

Giveaway ideas - Bundle giveaway on Instagram.Giveaway ideas - Bundle giveaway on Instagram.

Bundling products for a giveaway is a great way to promote complimentary products.

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9. Surprise discount or coupon code

Here’s the gist. A customer opens a promotional email with their secret code. They click through to a sales page and enter it to learn they’ve been given a 20% discount. That little bit of intrigue and anticipation makes a much bigger impression than simply getting 20%.

This giveaway works best when you can give away something valuable—you might disappoint people if they go through the motions for 5% off.

10. Branded swag giveaway

This is a standard and useful tactic for in-person events. Hand out pens, t-shirts, ball caps, or fidget spinners (remember those?) to get people to your booth or table.

A slight modification here is to buy fewer, more expensive items and only give them away to people who talk with your team. That shifts the focus from brand awareness to a lead generation campaign.

11. Refer-a-friend giveaway

There is no better salesperson for your business than happy customers. Use a little gift to give your customer referral program a big shot in the arm.

Giveaway ideas - Customer referral giveaway post.Giveaway ideas - Customer referral giveaway post.

Use giveaways to get more customer referrals.

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You’re asking people to discuss your business with their friends, and the leads you get will be very high-value, so make sure the gift is a good one.

12. Influencer giveaway

If you don’t already have a big audience, partner with an influencer to get more eyes on your giveaways.

Pick an influencer with a smaller, niche, engaged audience. So find a holistic health professional with a few thousand dedicated followers over Selina Gomez for your essential oils giveaway. That’ll deliver higher quality traffic which leads to more future sales.

13. Buy a gift, get a gift

This is such a great variation of the holiday giveaway or buy one, get one promo. When someone orders a present, give them something for themselves.

Gift cards work well here, so the buyer can choose what they want. But you can also create a cool version where both people get the same gift, especially if your product is great for friends—like bracelets.

14. Appreciation giveaway

Use this type of giveaway for milestones like business anniversaries or getting your first 100K followers on TikTok.

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You can make this about the individual, too. For example, you could send an extra gift or discount to people one year after their first purchase.

15. Reengagement giveaway

Now, for those customers or prospects who haven’t made a purchase or opened an email in a while, a re-engagement giveaway is just the trick.

Start by segmenting your email list to pull out subscribers who haven’t done what you want them to do (click a link or re-order a product) for a set period. Send them an email with a concise, compelling subject line announcing the giveaway.

If reordering is the goal, an extra discount or BOGO offer is a good giveaway to use here.

Giveaway ideas for small businesses

Every penny counts for small and growing businesses. These giveaway ideas don’t require a lot of money or time to manage but can still net a really nice return.

16. Co-sponsored giveaway

Co-sponsored giveaways are events managed and promoted by two or more businesses. I purposely put them at the top of this list because they’re such a smart way to share the load of running a giveaway while multiplying its effect.

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Giveaway ideas - Cosponsored giveaway post on Instagram. Giveaway ideas - Cosponsored giveaway post on Instagram.

Giveaways work great as co-promotional events.

With multiple businesses involved, you’ll be able to afford a larger prize or gift. But even better, your brand will get exposure to the existing networks those other businesses have built.

Co-sponsored giveaways are a good social media marketing strategy, but they can also be effective in person or even via email.

17. Tag us in your post giveaways

This giveaway is a UGC-gathering powerhouse. Ask followers to tag you in their social media posts using either your handle or a branded hashtag in exchange for entry into a sweepstakes, then share the content on your account.

These events are easy to run. Just make sure you explicitly mention that tagging a post is consent for you to reshare the image. And don’t forget to highlight the winners so everyone knows the contest was legit and to get an extra splash of attention for your brand.

18. Tag-a-friend giveaways

If you scroll Instagram or TikTok for about five minutes, you’re almost guaranteed to stumble on one of these contests. That’s simply because they’re so good at exponentially growing your social network.

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Giveaway ideas - tag a friend giveaway on Instagram.Giveaway ideas - tag a friend giveaway on Instagram.

Use tag-a-friend giveaways to grow your social media following quickly.

Try to keep the instructions simple. If you ask someone to follow three accounts, like two different posts, and share the post to their network, they might keep scrolling (unless you’re offering a monster prize).

Combine this with a co-sponsored giveaway for an extra boost in online presence.

19. Giveaway for feedback

Online reviews do a lot of heavy lifting for your business. Buyers trust reviews, and Google uses them as a local search ranking factor so you show up in more searches.

You can use giveaways to get more reviews in a hurry. Just make giving a review a requirement for entering the giveaway.

Caution is warranted here. You don’t want to come off as buying reviews. And some platforms, like Yelp, don’t allow this tactic. Plus, you need to start with an excellent product and service, or you’ll just get more bad reviews.

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20. Free information giveaway

This one is nice for small businesses because it leverages your valuable expertise instead of a costly product.

To launch this type of giveaway, create an ebook, template, or some other form of content that your target audience would love to have. For example, if you’re a chiropractor, you could create a PDF showing 10 daily habits for a healthy back. Then use a popup, or lead magnat, which asks visitors to enter their email address in exchange for the guide.

Not sure what to create? List out the five questions your customers most frequently ask and start there.

21. Free trial

An old sales trick says that if you can put a product in a prospect’s hands, your chance of making the sale will increase dramatically.

A free trial giveaway does just that. Let people who register on your website try your product without cost. They’ll gladly pay to keep using it when they fall in love.

You’ll see this strategy used for software sales a lot. But you can also send a sample size of a consumable product. Make it a gift with the purchase of another popular item to get it in more hands.

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22. Free quote

This might be the most underrated giveaway on the list. Especially if your competitors regularly charge to price out a job.

Giveaway ideas - free quote promotion on Instagram.Giveaway ideas - free quote promotion on Instagram.

Don’t sleep on the value of a free quote.

Besides attracting new potential customers, you’ll also create a cost barrier that makes it more likely people choose to work for you. Once they have your quote, they’ll be less likely to pay another business for theirs.

Cool giveaway ideas

Here are several fun giveaway ideas your customers and followers will love (and you’ll love to run).

23. Quiz/trivia

Ask your customers to answer a question about your business or industry. Tie it to your unique selling proposition so as people search for the answer, they learn what makes you different.

Here’s an example. Say your long history and wide range of services set you apart. Ask people to reply to a Facebook post with the year your company was founded and the number of services you offer. Then, pick one winner out of the replies and give them a nice giveaway.

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24. Choose your own gift

I used to love it when my mom handed me a little cash and told me to pick out one toy I could take home. I had a blast prowling the isles for my special treat.

Give your audience that same thrill by letting them pick their prize from a list of options.

Giveaway ideas - Choose your own give giveaway on Instagram.Giveaway ideas - Choose your own give giveaway on Instagram.

Let customers pick their prize for an extra exciting giveaway.

Ideally, the prize list will be a curated selection of things you sell. But it could also be from a list of your favorite seasonal products or any other themed group of items.

25. Scavenger hunt

This one is a lot of fun. Create a list of little details from your website pages (or on multiple pages if it’s a co-sponsored event). People who register get questions to answer, each requiring them to visit different pages. Then pick a winner from all of the completed entries.

These are best done over a short time period to limit answer sharing. So, make sure to create a lot of hype before the event so you have as many people playing as possible.

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26. Photo or video contest

Here’s a twist on a UGC giveaway. Instead of simply collecting tagged images, offer a prize for the best one(s)!

By making it a contest, you’ll encourage people to send in their absolute best pics and videos. Plus, you’ll get a double dose of engagement when everyone checks back in to see who won.

27. Nominate a hero

People love to work with businesses that give back. This giveaway lets your audience spotlight their local heroes while you get to give back to people making a difference.

Giveaway ideas - Nominate a hero giveaway.Giveaway ideas - Nominate a hero giveaway.

The hero nomination giveaway requires more work, but it pays off in many ways.

To run a giveaway like this, ask your followers to nominate someone they believe is a true hero and explain why. Then pick one (or more) to receive the prize and promote the event. If possible, get a video of the hero accepting their prize. You could also create a landing page listing all the nominated heroes.

Unique giveaway ideas

One of the defining characteristics of a great giveaway is that it stands out against all the other messages and ads people are exposed to. These interesting and unique giveaway ideas grab attention, even in a crowded space.

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28. Gamified giveaway

A gamified giveaway adds gameplay elements to your offer. If you’ve ever spun a wheel to get a freebie or discount, you’ve seen a gamified giveaway.

Spinning the wheel is one of many ways to add engagement-boosting gameplay to your giveaways.

Giveaway ideas - Scratch to win giveaway from Microsoft.Giveaway ideas - Scratch to win giveaway from Microsoft.

Digital “scratch-off” tickets add a fun element to a standard sweepstakes giveaway.

Try creating digital scratch-off tickets that give customers points for making a purchase that they can spend on future products. Anything that ups the ante by asking people to play in order to win instead of simply getting a freebie is worth consideration.

29. Caption this photo

A photo caption giveaway is great for a quick engagement boost. Post a picture on your social media platform of choice and ask your followers to write a caption for it. You pick the most creative caption and send a prize to the winner.

The game is fun, so you can expect decent participation, even with minimal prizes. Just closely moderate the replies so you don’t accidentally post a caption that isn’t safe for work.

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30. Brand ambassadorship giveaway

Instead of just partnering with a brand ambassador, create a contest where people can win a chance to become one.

Giveaway ideas - rules for the BARK Ranger ambassador giveaway.Giveaway ideas - rules for the BARK Ranger ambassador giveaway.

Who wouldn’t want to be a B.A.R.K Ranger?

Make this as big or as small as you want. You can give away a little gift to everyone who completes a task to become an ambassador. Or sponsor a huge contest where the winner spends a year using what you sell and gets paid (in products or cash) to share their experience with the world.

31. Do a good deed giveaway

This is a play on the pay-it-forward theme. Ask your followers to do something kind for a stranger (or maybe volunteer for a non-profit), document what they’ve done, and submit it for a chance to win a gift for themselves. Double the impact by offering a second gift people can give to a loved one.

This type of giveaway drums up lots of good feelings while also doing something positive for the world.

The best giveaway idea is up to you

There is no one perfect giveaway idea. What works best will be the one that matches your brand, achieves your goals, and you actually enjoy running.

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Remember to be extremely clear on the rules and follow through on your promise. Missed expectations can turn a great giveaway into a public relations hassle.

Here’s a recap of the best giveaway ideas:

  1. Sweepstakes
  2. Customer loyalty giveaway
  3. Holiday-themed giveaway
  4. The year’s supply giveaway
  5. Buy one, get one free
  6. Free upgrade
  7. Free product with purchase
  8. Product bundle giveaway
  9. Surprise discount or coupon code
  10. Branded swag giveaway
  11. Refer-a-friend giveaway
  12. Influencer giveaway
  13. Buy a gift, get a gift
  14. Appreciation giveaway
  15. Reengagement giveaway
  16. Co-sponsored giveaway
  17. Tag us in your post
  18. Tag-a-friend
  19. Giveaway for feedback
  20. Free information giveaway
  21. Free trial
  22. Free quote
  23. Quiz/trivia
  24. Choose your own gift
  25. Scavenger hunt
  26. Photo or video contest
  27. Nominate a hero
  28. Gamified giveaway
  29. Caption this photo
  30. Brand ambassadorship giveaway
  31. Do a good dead giveaway



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Programmatic Advertising: What It Is & How It Works

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Programmatic Advertising: What It Is & How It Works

Did you know that programmatic advertising, a now-ubiquitous element in digital marketing, have their roots stretching back almost 30 years? From its humble beginnings, programmatic advertising has transformed into a cornerstone of modern digital marketing strategies.

This evolution mirrors the advancements in technology and the ever-changing digital landscape. Today, it represents not just a method for placing ads but a comprehensive approach that leverages data, technology, and analytics to optimize advertising efforts. In this journey from a simple banner to complex, AI-driven campaigns, programmatic advertising has redefined how marketers connect with their audiences.

In this article, we’ll delve into what programmatic advertising is, its benefits, and challenges of programmatic advertising, offering a blueprint for modern marketers to navigate this dynamic field.

Table of contents

What is programmatic advertising?

At its core, programmatic advertising automates the decision-making process of where and when to place ads, bypassing traditional, manual methods of purchasing advertising space.

Programmatic advertising represents a significant leap in the field of digital marketing, one that harnesses the power of automation, algorithms, and artificial intelligence (AI) to revolutionize ad buying and placement.

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How does programmatic advertising work?

This sophisticated approach utilizes AI and machine learning algorithms to analyze vast amounts of user data. By processing information like browsing behavior, demographic profiles, and even specific interactions with previous ads, programmatic systems can determine the most effective ad placements in real time.

This technology enables advertisers to target audiences more precisely and with greater relevance, enhancing the likelihood of ad engagement.

graphic that shows how programmatic advertising works

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The seamless integration of data analysis and automation in programmatic advertising provides a more efficient, targeted, and cost-effective approach compared to traditional advertising methods. It empowers marketers to reach their desired audience at the optimal time, with the right message, on the most suitable platform, maximizing the impact of their advertising campaigns.

Programmatic advertising channels

Programmatic platforms operate across various channels, including display, mobile, video, and social media, offering a versatile range of options for marketers. Key components in this ecosystem include Demand-Side Platforms (DSPs), which allow buyers to manage multiple ad exchange and data exchange accounts through a single interface, and Sell-Side Platforms (SSPs), which enable publishers to sell ad space to digital marketers.

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Programmatic advertising vs. digital advertising

What’s the difference between programmatic advertising and digital advertising? Digital advertising encompasses any type of advertising campaign you run online. Programmatic advertising is a type of digital advertising that allows you to simplify ad buying and placement to show ads to the right audience, in the right place, at the right time. 

Pros and cons of programmatic advertising

Curious about the benefits (as well as potential pitfalls) of programmatic advertising?

Programmatic advertising benefits

The transition to programmatic advertising brings many benefits, significantly enhancing the efficiency and effectiveness of digital marketing campaigns.

Efficiency and time-saving

One of the most significant advantages of programmatic advertising is the automation of the ad buying process. Programmatic advertising eliminates the need for traditional, time-consuming negotiation and manual insertion orders. This automation streamlines the process, allowing marketers and advertisers to focus more on strategy and less on logistics.

Improved targeting and personalization

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Programmatic technology goes beyond basic demographics, enabling hyper-targeted advertising. By leveraging real-time data and sophisticated algorithms, it can personalize marketing messages to individual users based on their online behavior, interests, and past interactions. This level of personalization leads to more relevant ads, increasing the likelihood of user engagement and conversion.

Real-time data and analytics

The ability to access and analyze data in real-time is a game-changer. Advertisers can monitor campaign performance as it happens, allowing for immediate adjustments and optimization. This real-time feedback loop ensures that campaigns are constantly refined and improved, leading to better performance and a higher return on investment (ROI).

Cost-effectiveness

Programmatic advertising often proves to be more cost-effective than traditional methods. By targeting specific audiences and utilizing real-time bidding, advertisers can control costs and ensure that their budget is being spent efficiently, reducing wasted impressions and increasing overall campaign ROI.

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Scalability and flexibility

Programmatic platforms offer unparalleled scalability and flexibility, allowing marketers to adjust campaigns quickly based on performance data or shifting market trends. This adaptability is crucial in the fast-paced digital environment.

These benefits collectively make programmatic advertising a potent tool for modern marketers, enabling smarter, more effective campaigns that resonate with the intended audience.

Programmatic advertising cons

While programmatic advertising offers numerous benefits, it also presents certain challenges and considerations that marketers need to navigate carefully.

Ad fraud and privacy concerns

A significant challenge in the digital advertising space is the risk of ad fraud, where the authenticity of ad impressions, clicks, or conversions is questionable. Combating fraudulent activities requires constant vigilance and the use of sophisticated tools.

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Additionally, with increasing concerns about user privacy and data security, marketers must ensure compliance with regulations like GDPR and CCPA, balancing effective targeting with respect for user privacy.

Complexity of the programmatic ecosystem

The programmatic advertising ecosystem is complex, with multiple players including DSPs, SSPs, Ad Exchanges, and Data Management Platforms (DMPs). Navigating this complexity, understanding the roles of different entities, and integrating them effectively into a marketing strategy can be daunting, especially for beginners.

Choosing the right platforms and partners

The success of a programmatic campaign heavily depends on selecting the right technology platforms and partners. Marketers must choose platforms that offer transparency, robust targeting capabilities, and reliable analytics. Establishing partnerships with trustworthy and experienced vendors is crucial to ensure campaign success.

Quality of inventory and brand safety

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There is a risk of ads appearing alongside inappropriate or irrelevant content, which can harm brand reputation. Ensuring brand safety and securing high-quality ad inventory is essential for maintaining brand integrity.

Keeping up with rapid technological changes

The rapid pace of technological advancements in programmatic advertising demands continuous learning and adaptation. Marketers must stay abreast of new trends, technologies, and best practices to remain competitive.

Addressing these challenges requires a strategic approach, careful planning, and a commitment to continuous learning and adaptation in the ever-evolving digital advertising landscape.

How to get started with programmatic advertising

For those new to the world of programmatic advertising, understanding certain fundamental aspects is crucial for successful navigation and implementation. Here are five key things every beginner should know to get started with programmatic advertising.

Understand the ad ecosystem

It’s essential to grasp the roles of Demand-Side Platforms (DSPs), Sell-Side Platforms (SSPs), and Ad Exchanges. DSPs allow advertisers to buy ad impressions across a range of publisher sites, targeting specific user demographics. SSPs enable publishers to sell ad space to the highest bidder, while Ad Exchanges act as the digital marketplace where these transactions occur.

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buy side and sell side for programmatic advertisingbuy side and sell side for programmatic advertising

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Define your audience targeting

Targeting the right audience is vital for the success of your programmatic advertising campaign. This involves understanding user behavior, interests, and demographics to create more relevant and effective ad campaigns. Leveraging data effectively for audience segmentation is key to successful targeting.

Determine your budgeting and bidding strategies

Beginners need to understand how to allocate budgets and use bidding strategies effectively. Programmatic advertising typically uses a real-time bidding (RTB) process, where ad impressions are bought and sold on a per-impression basis in a real-time auction.

Choose the right creative and messaging

The content of the ads is just as important as where they are placed. Creating engaging and relevant ad creatives that resonate with the target audience is critical for campaign success.

📚 Free guide download >> The 36 Best Call to Action Phrases Ever (& Why They Work)

Measure and analyze campaign performance

Finally, measuring and analyzing the performance of campaigns is crucial. Understanding metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) helps in optimizing campaigns for better performance.

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Armed with these foundational insights, beginners can start navigating the programmatic advertising landscape more confidently and effectively.

The future of programmatic advertising

The future of programmatic advertising points towards further integration of artificial intelligence and machine learning, enhancing targeting precision and efficiency. The rise of voice search and IoT devices will expand programmatic’s reach, necessitating new strategies and formats.

Privacy and data security will increasingly shape practices, driven by evolving regulations and consumer awareness. We’ll also see a shift towards more transparent and ethical advertising ecosystems, with a focus on combating ad fraud.

The continuous advancement in technology promises even more personalized and immersive ad experiences, solidifying programmatic advertising’s role as a key player in the ever-evolving landscape of digital marketing.

Get started with programmatic advertising

Programmatic advertising offers automation, targeted personalization, real-time data analysis, cost-effectiveness, and flexibility, significantly enhancing campaign effectiveness. Despite challenges like ad fraud and privacy concerns, the benefits of programmatic advertising make it an invaluable tool for modern marketers.

Beginners in this field should focus on understanding the ad ecosystem, mastering audience targeting, budgeting and bidding strategies, crafting effective creatives, and analyzing campaign performance. Embracing programmatic advertising is essential for anyone looking to thrive in today’s dynamic digital marketing landscape.

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