Guess, Test, Assess, Progress


Here’s our latest roundup of digital marketing tips.

Advertising: Google rolls out ads to Google Home, then promptly removes them

Google Home users got their morning weather and daily brief with an unprompted, extra chipper message about the release of Disney’s latest movie, “Beauty and the Beast.” Users were none too happy about receiving a reminder that sounded more like a paid ad.

Client takeaway: Google was swift to call the unsolicited message an experiment with “timely content” instead of an ad, though left the door open for future experimentation.

Suggested implementation: Advertising will come to Google Home. Watch this space for future opportunities. But also learn from Google’s mistake. Ads should provide value and be pertinent to those who will find them useful.

SEM: Google AdWords upsets advertisers by expanding meaning of close variants

Google’s having a rough week. This time, advertisers are upset about recent updates to AdWords that tell exact match keywords to be … uh, somewhat exact, which basically means SEM work put in is somewhat for not.

Client takeaway: Google said “early tests show advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates.” Function words (prepositions, conjunctions, articles) will no longer affect queries, and word order will be ignored.

Suggested implementation: Continue your SEM strategies as planned, but less scrutiny is needed for appealing to exact match, meaning a shorter list of keywords.

Social media marketing: How to use Facebook Messenger Day for marketing

Facebook Messenger Day mimics Instagram Stories and Snapchat, allowing users to upload picture updates of their day in Messenger. The service isn’t currently available for business pages, but learning how to use it will prepare you for when ads ultimately come.

Client takeaway: Businesses, public figures, and contractors with an individual profile can benefit by posting brand awareness updates with a personal touch.

Suggested implementation: Instagram Stories added business ads, so Facebook will likely do the same. Learn how to use the service and be ready when it launches. Or if you’re still using an individual page, start now with live events, news, updates, and brand awareness.

Strategy: The importance of A/B testing

Social media, search, and ad updates are relentless. Performing A/B testing on content marketing variables ensures that you’re keeping up with the changing digital landscape. Refine copy, designs, posting times, and audience targeting with tips from our content strategist, Elizabeth Harney.

Client takeaway: A/B testing is comparing how two versions of a single piece of content perform.

Suggested implementation: Remember the scientific method for testing hypotheses from high school? Use our five-step variation of it to optimize your content.

Technology: Apple’s next big thing is augmented reality

Unnamed Apple insiders say Tim Cook’s next move is AR, so he’s circling the wagon with some of the biggest names in the industry. Word is new iPhone AR features and connected tech like eyewear (Google Glass who?) could be coming soon.

Client takeaway: The global market for AR products will surge 80 percent to $165 billion by 2024. Apple has recently acquired several firms with knowledge of AR and 3-D gaming. While AR glasses aren’t coming soon, AR features could come sooner to the iPhone.

Suggested implementation: Your mobile-first strategy should include watching for new mobile tech like AR. See this on the horizon? Just keep those gears turning on the topic.

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One Comment

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