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Facebook advertisers will not be able to set budgets at ad-set level starting in September

Facebook announced on Wednesday that, starting in September, new and existing campaigns will be migrated to a campaign budget allocation system that optimizes the distribution of campaign budgets across an advertiser’s ad sets. This means Facebook advertisers will no longer be able to define budgets at the ad-set level.Why you should careFacebook advertisers are currently able to set budgets by ad set within a campaign, but, starting in September, when ad campaigns migrate to the new campaign budget optimization system, advertisers will only be able to set budgets on a campaign level.The goal is to give Facebook advertisers better results at a lower cost by distributing a campaign budget based on the best performing ads, but the move takes a certain amount of control away from advertisers.“You’ll have the ability to set one central campaign budget to optimize across ad sets, and we’ll automatically and continuously distribute the budget in real-time to your top performing ad sets,” wr…

Digital agencies are hiring, focusing on retention in 2019

Competition for talent closely followed client in-housing as a top challenge facing digital agencies, Marketing Land’s Digital Agency Survey 2019 of agency professionals found. Forty-five percent of respondents cited competition for talent as a key issue for their businesses.Many agencies say they are meeting hiring challenges head-on and are focused on growing and retaining staff in nearly all areas. Some have implemented deliberate strategies to make sure they hire the right people.Digital agencies are hiring for a wide variety of rolesAgencies say they are looking to fill roles that require technical expertise and experience, and expect to grow their teams across a wide range of roles in 2019. A majority (72 percent) of those surveyed by Marketing Land said that data science and analytics will be the most needed technical skill set in the next two years. Conversion rate optimization (58.3 percent) and technical SEO (51.6 percent) came in second and third.“Positions we hired for inc…

Google: Still ‘early days’ for performance advertising on YouTube

YouTube continues to be a huge focus for Google as part of its advertising business. on its fourth quarter earnings call Monday, company executives said YouTube is a key driver of revenue growth (behind mobile search). In 2018, the company turned greater attention to building out offerings for performance advertisers with the introduction of TrueView for Action ads.Google CEO Sundar Pichai said performance advertising offerings on YouTube are still nascent. He and parent-company Alphabet CFO Ruth Porat said advertisers should expect growth in this area. Pichai also discussed the impact he believes YouTube TV will have on the company’s advertising business.Why you should carePorat said brand advertising remains the largest part of YouTube’s business, but called attention to the growth of the performance ad format TrueView for Action and app promotion formats.Pichai told an analyst during the earnings call it is still “early days of making sure YouTube is a better platform for direct re…

7 social media monitoring tools to check out in 2019

The beginning of a new year is as good a reason as any other to try something new: a different lifestyle, a new hobby, a brand new marketing strategy.And, of course, a new tool, since it’s both exciting and rewarding to discover awesome software that helps you deal with work and, sometimes, with life as well.This is a list of social media monitoring/listening tools you should check out next year.Some of them have existed for a while, some are new and fresh on the market.But all of them are worth trying out and using in your marketing tool set (if social monitoring is in your marketing strategy at all, as it should be). So let’s start:Which social media monitoring tools should you check out this year?1. AwarioAwario collects mentions of your keywords from a large range of sources (that keeps getting larger).It monitors all major social media platforms, Reddit and other forums, news sites and blogs, and the Web.It works in real-time: whenever your keyword is mentioned, it will immediate…

YouTube lets some advertisers buy masthead ads on CPM basis

YouTube is testing a new way for advertisers to purchase masthead ads. The company on Tuesday said it is experimenting with allowing advertisers to purchase the ads displayed at the top of its home feed through a cost-per-thousand (CPM) buying model, versus the standard cost-per-day by country purchasing terms.Why you should careYouTube masthead ads run at the top of is home feed on both desktop and mobile, so the high-impact placement is obviously coveted real estate for marketers. In addition to getting the flexibility of a CPM model, advertisers will be able to customize the audiences, and ad placements will remain as a “reserved buy” through a Google ads rep. YouTube says the ads come with impression guarantees across campaign flights that can run for a single day up to seven days.TurboTax VP of Marketing Cathleen Ryan said YouTube’s masthead ads were a key component of the brands’ Super Bowl strategy this year.“The Masthead is a great way to introduce the new way of doing taxes w…

The growth opportunity DTC brands shouldn’t neglect

Act one of the direct-to-consumer revolution upended traditional marketing and distribution models as we knew them, and now all eyes are on the next phase of growth for these DTC darlings. Initial signs indicate that these challenger brands will be seeking new growth outside of the digital playgrounds on which they grew up (i.e., Google and Facebook).As Terry Kawaja pointed out at LUMA’s annual Digital Marketing Summit, DTC brands have reached an inflection point that requires them to make a substantial shift to maintain growth. Likely pivots will include expansion into out-of-home advertising, physical retail and — most notably — television. In other words, these traditional brand disruptors are about to start looking a lot more like traditional brands.Now that the low-hanging fruit at the bottom of the funnel is becoming harder to come by, DTC brands have been quick to shift focus to offline channels that are harder to measure. But what about the remainder of the open (and naturally…

Women love mobile games and brand advertisers should play along

Here’s a fact that might surprise you – women love mobile games. A 2017 Google Play and NewZoo survey [pdf] reported that 65 percent of U.S. women, ages 10 to 65, play at least one mobile game regularly. In fact, 49 percent of all U.S. gamers are women.We know that rewarded video ads have outstanding engagement rates across all genders, including an average CTR that’s 3.4x higher than other mobile video advertising. These ad units offer the user some kind of value in exchange for watching the video, such as access to the next level in the game. Moreover, the users must initiate the rewarded video, so they’re actively saying, “show me this ad.” For these reasons, rewarded video is a popular format among mobile app developers looking to drive user installs and engagement. It can work for brand advertisers just as well, as the fashion house Karl Lagerfeld discovered when it decided to advertise in the mobile app game, Kim Kardashian: Hollywood, and enjoyed a 3x uptick in site visitors.Wh…

Brand equity: Does your email build it up or tear it down?

In my work with marketers, I emphasize strategy over tactics in managing email programs. It’s important to understand the “why” before the “how.”The “how” question is easy. It’s the tactical aspect of your program. Everybody knows how to pull lists, create segments, put an email together and push the big red “send” button.“Why” is the bigger, tougher question. Strategy is your “why.” Why are we sending this email? Why does it matter, and what do we want from it?Strategy is the top layer in your digital campaign’s construction. Tactics are the bottom layer. Between strategy and tactics is another layer you probably don’t think about enough – your brand equity.Getting a handle on brand equityYou might think it’s an amorphous concept, hard to put your finger on. Not at all. It’s a concrete thought that you must keep in mind whenever you work on brand communications.Brand equity is what your audiences think of your brand – your customers and prospects plus people who encounter your brand …

How to keep PPC accounts healthy when using automation

Machine learning, artificial intelligence, Moore’s Law and ongoing automation by the big search engines are accelerating the evolution of PPC. So much so, the role of the PPC pro has to evolve just as rapidly.Optmyzr co-founder Fred Vallaeys recently encapsulated the new roles humans will play in an AI world to help PPC pros ride the wave of innovation to become PPC rockstars (as opposed to being PPC roadkill).In that blog post, Fred likens the role of the PPC pro to being an airplane pilot — the crucial professional who spends a lot of his or her time monitoring vital data and events to ensure things go according to plan. That pilot is in charge of a fast, complicated, and potentially dangerous machine and has to act decisively if trouble starts brewing.PPC pros today are much like that pilot, responsible for another type of fast and complicated system: machine learning-driven PPC. To do that job well the PPC pro requires three critical systems: Reports, Alerts, and Audits. Let’s loo…

Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV

Ad tech provider Taptica announced Monday that it will scoop up cross-channel solutions provider RhythmOne for $176 million, rounding out its programmatic offerings for video advertisers.Building on its purchase of Tremor Video DSP in August 2017, and RhythmOne’s own acquisition of video and CTV inventory provider YuMe in early 2018, Taptica’s expanded offering should provide advertisers with a more transparent buying experience.Tremor CEO Ofer Druker will serve as CEO of the entire group and said the unified firm would be, “a robust and powerful video company that will be able to offer a variety of advanced capabilities to our clients.” Druker added that RhythmOne will also contribute its media exchange capabilities through its Private Marketplace (PMP).Why you should careU.S. advertisers spent nearly $48 billion on programmatic advertising in 2018, according to eMarketer. But despite its incredible growth, some marketers remain concerned about brand safety,malicious activity, poor q…

Why subscription and consumption services need a different kind of marketing

The modern marketer’s job is not just about selling a product, like moving a new car off a dealer’s lot. Increasingly, it’s about selling a service, like leasing a car or getting customers to pay only for the hours of Zipcar time that they use.In fact, SAP Sales Cloud GM Giles House told me, even a car sale can have a continuing service, like the ability for a Tesla owner to remotely unlock more mileage range from the battery. House’s company’s platform provides subscription services to its clients.100 percent growth per year for five years. The first thing to realize is that recurring revenue sales are booming. Fifteen percent of online consumers have subscribed to a stream of products on a regular basis, per consulting firm McKinsey & Company.In fact, subscription sales to products — that is, not digital files — has grown by more than 100 percent every year since 2014. And, of course, virtually all software is available these days in the cloud, as a subscription.SAP’s House note…

Facebook introduces household income targeting based on U.S. ZIP code averages

Facebook has added a new layer of ad targeting with the introduction of household income by U.S. ZIP code. The feature will allow advertisers to target ads to U.S. Facebook users based on the average income levels in the ZIP code in which they say they reside.Why you should careThe new ad targeting feature will allow marketers to direct ads to people within specific income brackets and customize creative based upon the typical products or perceived needs of people in that income bracket. The feature does not identify specific income ranges, but instead lets advertisers choose income levels based on where the user’s household income falls percentage-wise, i.e. top 5 percent, top 10 percent, top 10 to 25 percent and top 25 to 50 percent.The new targeting feature was brought to Marketing Land’s attention via a Tweet by Facebook ad expert and president of AKvertise social media marketing agency, Akvile DeFazio.Facebook’s ad targeting interface notes that its income level data is based on…

Marketing Day: Dominant digital Super Bowl brands, What’s next for display?

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Conventional marketing wisdom is history
Feb 4, 2019 by Scott Brinker
When it comes to delivering exceptional experiences, maximizing ROI, and achieving company goals, conventional marketing wisdom is history. Success today depends on how you connect your strategy and organization to your marketing technology stack, all while checking assumptions, challenging organizational dogma, and letting go of outdated beliefs.Which Super Bowl advertisers won the digital game? Verizon, Bud Light, Pepsi
Feb 4, 2019 by Amy Gesenhues
A look at how the top Super Bowl brands performed across digital channels during the big game.Google Display ads have evolved: What’s next for display?
Feb 4, 2019 by Brad Bender
After 15 years of the classic image ad, here are three new ways to drive growth.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Market…

Conventional marketing wisdom is history

When it comes to delivering exceptional experiences, maximizing ROI, and achieving company goals, conventional marketing wisdom is history. Success today depends on how you connect your strategy and organization to your marketing technology stack, all while checking assumptions, challenging organizational dogma, and letting go of outdated beliefs.The MarTech® Conference was designed for marketing leaders like you. Join us April 3-5 in San Jose for a holistic program that blurs the boundaries between marketing, technology, and management and debunks the conventional wisdom that can hold you back…Conventional wisdom: The hardest part of software-powered marketing is implementation.MarTech’s take: Selecting the right technology and implementing it properly is essential, but just as important is ensuring you have the right team in place. You’ll learn from marketing pioneers who are reimagining their processes and upgrading their teams in sessions like…Year One: Building a Marketing Ops Te…

Which Super Bowl advertisers won the digital game? Verizon, Bud Light, Pepsi

The Patriots may have walked away with another Super Bowl win, but the for marketers, the real competition was focused on Super Bowl brand performance across the digital landscape. Based on the first set of data released by social media channels and analytics platforms, the biggest online buzz was generated by Verizon with its “The Team That Wouldn’t Be Here” spot, Bud Lights’ crossover ad with HBO, the NFL’s “The 100 Year Game” ad featuring 40 NFL MVPs and Pepsi’s Super Bowl spots with Cardi B, Lil Jon and Steve Carrell.Verizon won the video game. Verizon’s “The Team That Wouldn’t Be Here” ad topped both YouTube and iSpot.tv’s list of most popular Super Bowl ads. YouTube had Verizon at number one for the Super Bowl ad with the most game-day views.Runners up on YouTube included Amazon’s “Not Everything Makes the Cut” at number two, followed by Jeep’s “Big Game Blitz.”Overall, YouTube said viewership of Super Bowl ads was up 58 percent over last year, and up 78 percent on mobile. Even …