This week in digital marketing, Google provides three automated recommended practices, Twitter launches a new Search Subscribe tool, and a study finds that customized subject lines in email marketing are underutilized.
Google Ads Shares Three Automation Best Practices
Best Practice 1: Use a broad match keyword strategy.
Broad match keywords have historically resulted in wasted ad spend and unnecessary clicks for advertisers. There don't appear to be any new features or changes for the broad match. However, Google is striving to assist customers in better understanding why they should utilize them and which bid strategy will have the greatest impact on their account.
Best Practice 2: Using smart bidding strategies.
According to Google, advancements in automation and machine intelligence will make it easier to set up and manage ads. The tutorial goes into great detail on why broad keywords are best served by a sensible bidding structure. Veteran advertisers, on the other hand, know that making too many account changes at once, especially when transitioning to a hands-off automated approach, might hurt performance. In general, testing smart bidding tactics is a good idea, but be wary of spending, conversion adjustments, and general recommendations from your Google person on the subject.
Best Practice 3: Use responsive search ads.
Responsive search advertisements provide some automation, but only within your defined constraints. By designing various headlines and descriptions for your advertisements and allowing Google to present the most relevant combination to your audience, you keep control of your ads.
New Twitter ‘Search Subscribe’ Feature Coming Soon?
A bell icon appears next to the search field in the Twitter app when you make a search. The message "You're subscribed to receive push alerts for Tweets about [enter your search query here]" will appear when you tap that bell.
A number of notifications can be enabled or disabled on Twitter. Mentions, replies, retweets, new followers, direct messages, and more are all included. Search has never been one of these possibilities before.
If Search Subscribe operates in the same way as TweetDeck, it could be useful for keeping track of any keywords that you're interested in. However, it has the potential to become extremely noisy, so choose your search phrases carefully.
Email Marketing Benchmark Report Shows Personalized Subject Lines Under-Perform
Personalized subject lines have a lower open rate (18.79%) than generic subject lines (22.14%).
According to a survey by marketing automation firm GetResponse, email click through rates declined dramatically last year, with personalized content in the body of the email outperforming customized subject lines.
Email marketing's recipe is constantly evolving. Little things, as the poll demonstrates, can have a big effect. It could be that individualized topic lines have a creepy quality to them, or it could be something else entirely. However, if the analysis is true in concluding that personalized content in the body of the email performs well in terms of open rates, customized content in the pre-header must also work well.
What is Email Marketing and How are Platforms Helping Brands Succeed?
Email marketing continues to draw increasing investment despite its long history. According to Global Industry Analysts, global spending on email software will increase from $4.5 billion in 2020 to $14.9 billion in 2027.
Email's popularity continues to rise as a result of its consistent and outstanding outcomes. According to a Litmus survey of 2,000 email marketers conducted in 2020, every dollar spent on email marketing generates $36 in revenue.
Your company's ROI could be considerably higher depending on what industry you're in. Businesses in retail, e-commerce, and consumer products experience a return on investment of $42 for every $1 spent on email, while marketing, PR, and advertising firms see a return of $45 for every dollar spent.
Android may be Biggest Beneficiary of Apple’s Privacy Protections
According to a new report released today, Apple's app privacy policies have caused 59 percent of mobile advertisers to shift their ad spend to Google Play and other Android platforms. One result: For the first time in three years, Android received more marketing expenditures than iOS in the third quarter of 2021, a 10% increase over the previous quarter.
However, advertisers have found SKAN to be difficult to use. According to the report, only 32% of organizations have access to in-house data science personnel. 75%, on the other hand, have used marketing automation to acquire insight from huge, diverse information.
Apple's privacy changes resulted in a 39 percent revenue loss on average. 75 percent of advertisers who indicated their revenues were hurt said it put their business at risk.
Meta Rumored to Develop ‘Basic Ads’ in Response to Recent Privacy Changes
According to reports, Meta Platforms' Facebook is working on a Basic Ads solution. Advertisers who want to raise brand recognition should use Basic Ads.
Only the most basic analytics, such as engagement and video views, would be available and reported in a Basic Ads offering.
Previously, the Facebook ad platform was known for its large number of demographic and targeted audience possibilities. Recently, it appears that many marketers and businesses are abandoning the platform, citing a drop in performance. If Basic Ads can comply with GDPR requirements while still giving helpful targeting choices, they could be a decent alternative.
Samsung Expands Metaverse Presence with Discord
Samsung has opened a server on Discord, a digital gaming community. The server is a network of Discord users who may connect and talk about anything Samsung-related.
Samsung's excursion into the metaverse is far from its first. On the 3D virtual platform Decentraland, the electronics manufacturer created an experience dubbed 837X. On Roblox, they also debuted the Samsung Superstar Galaxy experience.
Discord communities' decentralized structure meshes with many of the marketing aspirations for web3 as the way of seamlessly engaging people in their digital lives. There are photographs of 3D virtual environments in the metaverse and web3, and there are those as well.
US Businesses’ CX Scores Down From Last Year’s All-Time High
The average score fell in ten industries while rising in three, nearly reversing the trend from 2021. Companies in the United States have turned their backs on their customers, resulting in a poor customer experience.
CX's ratings have dropped to pre-pandemic levels after reaching all-time highs last year. On a 100-point scale, the total CX Index score dropped from 72 in 2021 to 71.3 in 2022.
In the best-case situation, CX rose during a year when most consumers behaved similarly. People worked from home and ordered online last year. Businesses now want employees back in the office (where several studies suggest they are less productive), and people are behaving in a variety of ways.
LinkedIn Announces Business Manager
LinkedIn has launched a new feature called Business Manager. The new Business Manager is a consolidated platform meant to make managing personnel, ad accounts, and business pages easier for major firms and agencies.
By making their Campaign Manager and Pages choices easily accessible from a central area, Business Manager aims to make it easier for marketers to keep care of their accounts. What else does LinkedIn Business Manager have to offer?
How B2B Marketers can Leverage the Metaverse
What does this mean for B2B marketing as many big companies experiment with virtual shops, NFT drops, and other metaverse activations? The B2B playbook will incorporate certain variants of the same concepts. After all, B2B marketers have adapted a variety of consumer marketing platforms, including video and social media, as well as the use of B2B influencers.
The metaverse has the potential to disrupt established marketing channels, even if it is still in its early phases. Even if it's not on the same scale as e-uprooting commerce's of traditional retail, the lesson is that in order to stay competitive, consumer and B2B marketers should at least plant a flag in the metaverse.
Digital Revenues Skyrocket for B2B Businesses
In the last two years, revenue from digital channels has skyrocketed for B2B companies. According to Salesforce's State of Commerce report, these businesses now generate 40% of their income from digital channels, up from 28% two years ago. This is due to greater digital order growth, as B2B global same-site sales surged by 95 percent during that time.
B2B and B2C marketing, as well as customer behavior, have long been thought to be different entities. This is changing as a result of the transition online, which is being fueled by pandemic-related behavior shifts. Hopefully, B2B marketers will be able to learn from the mistakes made by B2C marketers and avoid reinventing the wheel.
Digital Marketing Snippets
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Summer and her team have years of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.