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How the Creator Economy Is Changing Marketing

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How the Creator Economy Is Changing Marketing

In the modern online world, everyone with an internet connection can be a creator. With so many social platforms, forums, and online hubs, (as well as millions of websites where creators can promote themselves, their business, products, or simply their work), it should come as no surprise that the creator economy is booming all over the world.

But what does this mean for businesses and is there an opportunity here for business leaders to leverage the creator economy to achieve their marketing, sales, and branding goals? The answer is a resounding yes. However, it can often be difficult to identify the strategies and tactics you should employ to make the most of the creator economy for your business.

So, today we are taking a look at the best practices you can start using right now to make the creator economy work for you and help you take your brand forward in 2023 and the years to come.

Identifying the Ideal Creators in Your Space

There’s a whole world of new, experienced, and veteran content creators out there, as well as those who are entering the playing field every minute. Without a doubt, there are many creators in many different online spaces that you can reach out to or people you can influence to start creating content about your brand, products, or services.

But where do you begin and how do you make sure that the people you engage or the influencers you start working with are the right fit for your brand’s identity, values, and vision? First things first, you need to research your audience and potential creators thoroughly.

Researching your audience is essential for all marketing activities and when you’re working with programmatic advertising companies to automate various advertising activities, but it’s also important when you’re engaging content creators for word-of-mouth campaigns, shout-outs, and more. With that in mind, you should make sure to:

  • Identify your target audience and build detailed avatars
  • Identify the platforms they use
  • Identify the top influencers in that space
  • Continue researching micro-influencers and creators
  • Compare their personal brands with your own brand
  • Ensure brand compatibility along with values, drivers, and messaging

Building More Authentic Partnerships

Nowadays, everyone can be an influencer, and while that opens many new opportunities for businesses and individuals, it also comes with certain challenges and potential drawbacks. Namely, with so many influencers and content creators out there, it can be difficult to build a lasting relationship with your audience and inspire them to stick around for the long haul.

New and equally entertaining content creators are popping up at every corner, and people are discovering fresh, exciting content every day. This is why it’s important that the people you work with not only have a loyal following but that they’re staying on top of the latest social media trends in their field in order to keep their audience engaged.

In order to build more authentic, long-lasting partnerships with your content creators, you also need to ensure the perfect brand fit. This is how their audience will become your brand’s audience and eventually your loyal customers because after all, if the creator shares your brand’s values and key traits, then everything they put out will be more honest and authentic – and people will respect them for it.

Types of Content for Your Creators

In digital marketing, there are many types of content that businesses can use to spark engagement and stay relevant in the fast-paced online world. While content marketing is often associated with written content only, the reality is that written content is just one piece of the content puzzle.

In fact, the more you diversify your content, the better you’ll be at engaging audiences across digital platforms. For example, a blogger influencer can create an informative article on their website promoting your brand, but that won’t do you much good for your social media video strategy for those platforms that are strictly visual in nature. That’s why content diversification is important so that you can cover all the platforms and their preferred content types.

When choosing your creators, you should be mindful of the platforms they use and the types of content they create. Make sure to diversify between:

  • Reel creators
  • Visual artists for unique imagery and infographics
  • Podcast creators
  • Bloggers
  • Vloggers

Leveraging Employees as Creators

While other businesses are competing with who can partner up with the most external influencers, you might want to look internally for your creator superstars. Not many businesses think to leverage their employees for content creation, and when they do, they often do it in such a way that it makes it seem forced rather than organic.

If you’re going to tap into the potential of your employee collective, you can’t demand that they create content, you need to inspire and incentivize it. This comes from:

  • Being an excellent employer and having an engaging employer brand
  • Acknowledging and appreciating your employees
  • Having a positive workplace culture
  • Investing in employee advancement and training
  • Providing excellent working conditions and perks

When you have this basis, you can confidently ask your employees to share and create content to promote your business. They write engaging posts talking about your brand or a specific solution and complement them with various visuals from Depositphotos.com and similar royalty-free repositories where they can find fresh visuals for every new post. 

Combining visuals with written content will be the best way to create engaging posts for their social media pages, but also for forums and online groups, and professional platforms like Glassdoor and LinkedIn.

Utilizing Social Media for Brand Reach and Sales

The majority of content creators can be found on social media networks, and more importantly, social media is where the majority of your audience will spend their time online. While online forums, groups, and even blogging sites should be a part of your strategy, social media content creation should be your primary concern if you want to increase sales and brand reach.

When creating social media content, you can also download the content to be used for other marketing purposes and channels, as well. For example, if your employees are creating reels, they can then download Instagram reels with audio to repurpose parts of the content (audio or video only, or both) for other platforms, the company’s content page, or even your landing pages.

The possibilities are numerous, and you need to optimize the content you and your creators are posting for every specific platform. 

Keep in mind that while TikTok strictly thrives on short video content that’s dynamic and fast-paced, Instagram is also good for reels that are very educational and have a slightly slower pace. On LinkedIn, on the other hand, you and your creators have a chance to create long-form educational content and bring a lot of value to your audience. 

With all of that in mind, always remember to optimize the content for the unique preferences of every social platform.

Taking Action and Landing on Your Website

Most of the effort you put into your content and your creators will be to incentivize potential customers to head over to your website and buy something with a unique code, or to take advantage of a limited-time offer. In fact, the possibilities here are endless, as you can also inspire them to come over and participate in a quiz, download some free materials, or grab a personalized bundle offer on signup.

What all of these incentives have in common is that they are located on your landing pages, meaning the pages people land on after following a link your influencers published or clicking on a CTA in their posts or video description. Needless to say, this can be a powerful way to promote a product launch as well.

Your landing page strategies need to include everything from testimonials and product tours, to social proof and special incentives in order to generate the desired results. They also need to complement the content created by your influencers in order to ensure messaging continuity from social media over to your landing page.

Once you have optimized your landing pages, then all the content that your creators publish will have a much higher chance of generating tangible results. 

Over to You

The creator economy is booming around the world and now’s the time for business leaders to take action and implement the best practices that will help them leverage these creators to boost their marketing, sales, and branding across the board. With these tips and tactics in mind, go ahead and include the creator economy into your 2023 strategy, and invest in this lucrative opportunity to take your business forward in the competitive online world.




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Facebook vs TikTok Ads: Key Differences & How to Use Them Together

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Facebook vs TikTok Ads: Key Differences & How to Use Them Together

Facebook and TikTok are two juggernauts in the world of social media marketing.

These platforms are hugely popular with advfertisers around the globe, and that’s not surprising. Both attract colossal audiences, both offer data-driven targeting options, and both are packed with powerful marketing tools.

However, if you’re thinking about including Facebook and TikTok in your paid social plans, then you need to understand the key differences between these platforms and how to effectively use both networks together.

In that’s exactly what we’re going to cover in this post! Let’s start with a little introduction to each platform.

Table of contents

What are Facebook ads?

Let’s start with a little Facebook advertising 101. Facebook ads are image-based ads with captions that are delivered across the Facebook network.

They can be served in various placements, including Facebook Stories, Facebook Messenger, the Facebook home feed, and more. They’re also available in a wide range of different formats, and these formats are often designed to achieve specific campaign objectives.

facebook ad examples - grin

For example, while Single Image and Video ads can be great for top-funnel activity, Collection and Advantage+ ads are built to generate clicks and conversions.

One of the biggest strengths of the Facebook advertising platform is its targeting capabilities. Facebook harvests a huge amount of data from its users, which allows advertisers to leverage advanced targeting tactics that can deliver exceptional results.

You can also easily extend Facebook ad campaigns onto the Instagram platform, which is great for securing incremental reach and targeting new audiences.

instagram ads costs: instagram ad examples

More Instagram ad examples here.

What are TikTok ads?

Now time for some TikTok advertising 101. Like Facebook ads, TikTok ads are also available in a range of different formats.

However, while Facebook ads can appear in several different positions throughout the app (e.g., Reels, Stories, Messenger) the majority of TikTok ads are served in and around the main feed.

Standard TikTok video ads (i.e. In-Feed ads, Top View ads, etc.) are capable of generating huge audience reach and sky-high levels of engagement, which is why they’re popular with both smaller businesses and established corporations (more on why you should advertise on TikTok here).

For brands looking to make a statement on TikTok, formats like Branded Effects and Branded Hashtag Challenges can also be incredibly impactful.

These ads are designed to drive mass user engagement and incremental reach, and many brands have achieved viral fame by utilizing these creative formats.

There’s no doubt TikTok ads can be highly effective for digital advertisers, particularly if you’re able to tap into popular trends (like Stitching) and create content that resonates with your target audience.

tiktok ad example

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Facebook ads vs TikTok ads: Head to Head

It’s time for a good old-fashioned social media showdown. We’ve done a comparison on TikTok ads vs Instagram Reels ads, now it’s time to compare Facebook and TikTok in a few key marketing areas and see how these paid social powerhouses stack up against one another.

Costs

To kick things off, let’s examine the average costs associated with TikTok ads:

  • TikTok average CPM (cost per mille): $10.00
  • TikTok average CPC (cost per click): $1.00

For comparison, below are the average costs of Facebook ads:

  • Facebook average CPM: $7.00
  • Facebook CPC (Cost Per Click) – $1.00

Both platforms are evenly matched when it comes to their average CPC, but Facebook is significantly cheaper than TikTok in terms of CPM. As a result, Facebook takes the victory in this category, enabling brands to achieve more cost-efficient reach.

However, this does come with a caveat.

It’s worth remembering that your campaign costs will be influenced by many factors, including your industry, target audience, ad formats, and bidding strategy. The above figures can be used as a helpful guide, but they’re certainly not written in stone.

facebook ads average cost per click

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Demographics

Now let’s break down the demographic profiles of the Facebook and TikTok audiences.

TikTok is known for its insane popularity among younger generations, and the data certainly backs this up. A whopping 41.7% of TikTok users fall into the 18-24 bracket – 31% are aged 25-34, while just 24.1% are aged over 35.

tiktok user distribution worldwide

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Facebook, on the other hand, attracts a broader mix of age groups. Just 22.6% of the Facebook audience falls under the 18-24 umbrella, while 31% of the user base is aged 25-34, making this the largest segment on the platform.

Older generations are also better represented on Facebook, with 41% of users over the age of 35 compared to just 24.1% on TikTok.

facebook user distribution worldwide

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So, what does this mean for marketers?

Well, if you’re interested in targeting Gen Z and younger millennial shoppers, TikTok is the place to be. The platform is massively influential among younger audiences, with data suggesting that 40% of Gen Z prefer using TikTok for searches rather than Google.

For brands less focused on younger generations, Facebook offers a more balanced user base, as well as a significantly higher reach. Facebook boasts around 2.96bn monthly active users, compared to TikTok’s 1.2bn monthly users.

Targeting

Audience targeting is fairly standardized across TikTok and Facebook, with both platforms offering basic options such as:

  • Demographic targeting
  • Interest targeting
  • Behavior targeting
  • Device targeting

privacy-first facebook ad targeting guide

 

Advertisers can also build pixel data-fuelled Custom Audiences on both TikTok and Facebook, as well as generate Lookalikes based on these segments.

However, the main difference here is that Facebook has been collecting and harnessing audience data for significantly longer than TikTok.

Facebook first introduced its ad platform way back in 2007, while TikTok ads only launched in 2020. That’s a sizable head start for Facebook, meaning the platform has access to a lot more user data and audience insights that can be used to improve campaign performance.

Although TikTok and Facebook offer near-identical targeting options, Facebook has the edge because it’s sitting on a goldmine of historical data.

Formats

TikTok and Facebook both offer a range of versatile ad formats, so let’s compare their offerings head-to-head.

Facebook allows advertisers to utilize the following ad formats:

  • Image ads
  • Video ads
  • Carousel ads
  • In-Stream Video ads
  • Stories ads
  • Collection ads
  • Messenger ads

facebook messenger ad example A Facebook Messenger ad example. (Image source)

Below are the ad formats available on TikTok:

  • In-Feed ads
  • Top View ads
  • Brand Takeover ads
  • Branded Hashtag ads
  • Branded Effects ads
  • Collection ads

tik tok ad examples

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Once again, this category is remarkably close between the two platforms. Both Facebook and TikTok offer ad formats that can be used to achieve specific objectives. For example, In-Feed video ads to build brand awareness, or Collection ads to drive conversions.

The key difference here is that Facebook ads can be served in multiple environments across the app, while the TikTok platform design is more streamlined.

For example, Messenger and Stories ads appear in completely separate sections of the Facebook site, while TikTok ads are delivered in (or around) the home feed.

If you’re keen to test out a broad range of versatile ad formats, Facebook is a great option. However, if you want to maximize visibility, the simpler layout of TikTok may be more appealing.

Analytics

The ability to monitor, analyze, and optimize your paid social ad performance is crucial for success.

So which of these networks is best suited for campaign measurement?

The truth is that Facebook and TikTok are both well-equipped in the analytics department.

As marketing platforms, both Facebook and TikTok are designed to help advertisers achieve optimal results through accurate and accessible analytics. Each platform offers a built-in analytics dashboard (i.e. the Facebook Ads Manager och TikTok Ads Manager) that enables brands to monitor performance, create custom reports, and track conversions.

Beyond basic analytics, Facebook and TikTok also offer additional measurement options, such as Brand Lift studies and the ability to implement a tracking pixel on your website.

brand lift study in facebook ads

How Facebook ads brand lift studies work. (Image source)

You’ll never struggle to track and analyze your ad performance on either of these platforms, so this category is a clear draw.

How to use Facebook & TikTok ads together

TikTok and Facebook ads together are effective and profitable for businesses old and new, big and small.

Both platforms have their own unique strengths and marketing opportunities, which begs the question: How can you leverage both partners to accelerate your returns?

Let’s explore how you can combine Facebook and TikTok ads to drive optimum performance.

1. Gather & implement insights across platforms

If you want to grow your business in today’s environment, a cross-channel advertising strategy is a must. This means running ads on different channels like search and social, as well as on different platforms within these channels, like on TikTok and Facebook within social.

Running ad campaigns across multiple social media platforms enables you to collect more insights and apply more learnings. Be sure to frequently analyze your campaign reports on both TikTok and Facebook to identify these valuable cross-platform opportunities.

For instance, there may be a high-performing Facebook audience segment that you can replicate on TikTok or an effective creative asset that you can repurpose across platforms.

2. Strengthen your brand identity

I emphasized the importance of solidifying your brand identity in my Facebook trends post and this applies across platforms as well.

To do so, maintain a clear tone of voice across these platforms, use the same branding elements (colors, fonts, imagery, vibes), and regularly interact with your audience on both networks. Consistency is a great way to build trust among consumers, so use both Facebook and TikTok as a launchpad for your brand.

brand consistency across social ads

3. Expand your campaign reach

This may sound obvious, but make sure that you’re using Facebook and TikTok to effectively increase your overall reach and frequency.

Both of these networks give you access to unique audiences and specific demographics, so take full advantage of this. Experiment with different target audiences to discover new prospects, and make sure that both platforms have sufficient budget for scaling up (how to scale your Facebook ads here).

Maximize your Facebook & TikTok ad returns

TikTok and Facebook can both deliver outstanding results when used individually, but when these social media giants are combined, the sky’s the limit.

By capitalizing on the strengths of each platform and following some of these best practices, you can transform your paid social marketing into a well-oiled, conversion-driving machine.

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Account-Level Negative Keywords Now Available in Google Ads: What You Need to Know

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Account-Level Negative Keywords Now Available in Google Ads: What You Need to Know

While we’re all striving for different business and marketing goals with our PPC campaigns, we do all have one thing in common: to get the highest return on our investment. And there are a number of ways to facilitate that—one of which is through negative keywords.

And just recently, Google announced that account-level negative keywords are now available globally.

 

So what are they, what’s changing, and what does it mean? Read on to find out!

Quick refresher: What are negative keywords?

The PPC community includes advertisers of all levels, so before we dive into the announcement, let’s do a quick refresher on negative keywords. We do have a definitive guide to negative keywords which you are welcome to delve into, but we’ll cover the basics here:

When you create a Google Ads search campaign, you have to tell Google which keywords you are targeting/bidding on. These represent the queries that users type into the search bar that you want your ads to appear for. So if I’m selling box springs, I might target the keyword box spring and my ad might appear for queries like affordable box spring eller box spring twin.

Conversely, negative keywords are the terms that you don’t want your ads to appear for. So if I only sell box springs, I might set mattresses as a negative keyword; or if the campaign is only for twin box springs, I’d want to add king box spring, queen box spring, etc. as negatives.

negative keyword match types in google ads

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Negative keywords are important as they help your ads to appear only for the most relevant searches, which improves click-through rate and conversion rate and saves you from wasted spend.

What are account-level negative keywords?

You’ve always been able to create negative keyword lists for each of your campaigns. In account structure terms, this is called the “campaign level” and now, you can also set them at the account level. This means that if you have one term you want to set as a negative for all of your campaigns, instead of adding it to each individual negative keyword list in each campaign, you can just add it once at the account level and it will be applied across all campaigns.

What campaign types does it apply to?

When you set an account-level negative keyword, it will apply to all eligible search and shopping campaign types, which includes Search, Performance Max, Shopping, Smart Shopping, Smart, and Local campaigns (get a refresher on all Google Ads campaign types here).

In fact, negative keywords for Performance Max campaigns are account-level only, as noted by Jon Kagan in a recent #PPCChat:

Robert Brady responded saying this seems to encourage a second Google Ads account for PMax:

Julie Bacchini brought up the same idea in a separate thread, calling it “laughable” and ineffective.

A1.1:

I am not currently running any PMax campaigns in Google Ads, but their whole “we have solved brand terms” solution – letting you add account level brand negatives is laughable.

It neither addresses the issue advertisers have nor solves it.https://twitter.com/hashtag/PPCChat?src=hash&ref_src=twsrc%5Etfw”>#PPCChat

— Julie F Bacchini (@NeptuneMoon) https://twitter.com/NeptuneMoon/status/1620470621380526080?ref_src=twsrc%5Etfw”>January 31, 2023

 

How to add account-level negative keywords

To add account level negative keywords in Google Ads, go to Account Settings > Negative keywords. Click the plus button and enter them in.

account settings - account level negative keywords in google ads

For more help with managing your keyword lists in Google Ads, here are some additional resources:



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Vad de stora tekniska uppsägningarna betyder för små och medelstora företag och PPC: 8 viktiga 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.

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:

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.

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.

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.

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.

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. “

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:

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.

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.

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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