Today in Digital Marketing - 113: THIS IS A TITLE FOR A PODCAST EPISODE (💰sponsored)

Starting point is 00:00:00 Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today,

Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. It is Tuesday, March the 10th, 2020. Be protected. Be Zen. Which costs more, Twitter ads or Instagram ads? H1 tags are a thing of the past, and Google ads adds some nice tools. Here's what you missed today in digital marketing. Now this is an ad campaign. The restaurant chain Wingstop is paying fans of theirs $10 to wear their branded sweatshirt and post themselves wearing it on Instagram with the hashtag, this is an ad for Wingstop.

Starting point is 00:01:08 Funny side note here, the budget line item for this is coming out of what used to be their outdoor billboard budget, so it's actually still on topic if you think about it. These are billboards in a way. Here's how it works. Yesterday, people could visit a special website to enter a draw for one of these sweatshirts, and they ran out within hours. Once they get their clothing, they are expected to post a photo of themselves wearing the sweatshirt, tag Wingstop, and use that hashtag. And Wingstop will send them $10 via Venmo. Even better, if it's clear that the person has put some effort into the photo and it is especially creative, the brand has tickets to special events to give out. And maybe you're thinking, nice idea, but doesn't this technically violate the American trade regulators rules on disclosure?

Starting point is 00:01:56 That influencers are supposed to make it very clear that they're being paid? Well, they have that covered too, because these sweatshirts themselves have giant text that reads, this is an ad for Wingstop. The text actually takes up most of the sweatshirt. You really can't miss it. This isn't Wingstop's first kick at the virality can. On Valentine's Day two years ago, they set up a special toll-free line where people could call customer service reps and get advice on how to improve their romance. And in 2017, they accidentally started a rap battle on Twitter with competing chain Wendy's. The result? 9 million impressions, 72,000 retweets.

Starting point is 00:02:41 If you've been listening to this podcast for a while, you'll know that Facebook, for some reason, has blocked my podcast brand page from running ads because they thought that I violated policy multiple times. I didn't, of course. I appealed it, of course. They still denied it, of course. So I went over to LinkedIn. My cost per click there was more than $20 per click. So I ended that campaign after five clicks. I've often thought about Twitter ads. Every so often, we run them for specific campaigns with clients, but in the past the rates have been much more expensive than Facebook. That said, I haven't really tested them in about a year, so are they still more expensive than Facebook or Instagram? The folks at Agorapulse's social media lab have tested it in one of their fantastic semi-scientific studies. Here's what they did. They ran two ads for their service, 600 bucks on Twitter and about 520 bucks on Instagram. They ran both campaigns only to Australia, Canada, the US, and the UK. On Facebook, their targeting was things like Sprout Social,

Starting point is 00:03:36 Buffer, Mari Smith, and so on. Twitter doesn't have that kind of granular targeting, so they focused on the hashtags Instagram Marketing, Social Media Marketing, and Social Media Examiner, in addition to people who followed their Agora Pulse account and had recently engaged with their tweets. And the results? Instagram's cost per click, $1.33. Twitter's, $1.20. Also, Twitter had more impressions and more clicks. Now, granted, they had a slightly larger budget on the Twitter ad set by about 15%, but they ended up with 33% more clicks. Put another way, their study found that Twitter ads had about a 10% lower cost per click than Instagram ads. But, as with everything in our digital marketing world, it's never that simple.

Starting point is 00:04:23 Quoting their blog post, Yes, Twitter ads cost less than Instagram ads, but that doesn't mean they're always better. Due to much better targeting options on Instagram, our ad was possibly seen by higher qualified users on Instagram. When comparing ad costs, some default to CBC, others default to CPM. CPM allows you to see how popular your ad was to those users on each platform. A higher CPM can actually be a good thing. This could mean the ad was more appealing, consuming your ad budget faster. For this experiment, Twitter had a CPM of $6.50,

Starting point is 00:05:03 while Instagram's CPM was just over $19. There is a link to their full blog post in this episode's description, if you'd like to check that out. Take any basic SEO course, even the free ones. Hell, even the shitty free ones that are only there to sell some guy's course. Excuse me, uh, exclusive mastermind training program. They all say the same thing. Headers, like H1 tags, are really

Starting point is 00:05:26 important because Google looks for them and ranks the keywords in those tags really highly. But do they? Do they really? Apparently, not as much as they used to. Quoting a piece in Search Engine Journal today, there used to be a time in SEO where things like using a B tag versus a strong tag actually mattered. The same was true for H tags. There may have been a time where having multiple H1 tags was a bad thing that confused search engines, but that time has passed. Search engines are now smart enough to realize what are headings or titles, even if we don't explicitly

Starting point is 00:06:07 tell them. We don't need to specifically have an H1 tag or only one H1 tag to help SEO, unquote. The piece even linked to a video that Google search executive John Mueller did six months ago, essentially saying the same thing. This does not mean you should go and strip the H tags out of your pages. They're still important for things like accessibility, and they are still a signal for Google, just not as big one as they used to be. Google Ads has added another new feature. Boy, they're just pumping these out these days. Until now, portfolio strategies have been available for target CPA, target ROAS, maximize clicks, and target impression share. Well now, maximize conversions and maximize conversion value are both available to use with portfolios. Also, you can pair these new portfolios with shared budgets to get more conversion or conversion value. For campaigns that share a budget and use maximize clicks, maximize conversions, or maximize conversion value,

Starting point is 00:07:11 Google recommends that you include them in the same portfolio. And finally, some issues on Hootsuite's platform this morning, specifically with their Facebook timeline and My Posts streams. Apparently some users can't scroll down to load older content. At the time of this recording, they are aware of it and they're working on it. Woke up this morning, went right to my Xbox and that farm together game. I spent about 45 minutes harvesting, watering, planting and feeding my animals. Look, I am actually a recovering alcoholic with about seven years sober. At some point, I am going to have to tell my sponsor about my behavior

Starting point is 00:07:51 with this damn game. If you too get value from this daily digital marketing news show, please rate and review this podcast. You'll find a link in this episode's description that makes that a simple one click. Follow me on social. Links to my channels are in this episode's description. I'm Todd Maffin. See you tomorrow.

Today in Digital Marketing - 113: THIS IS A TITLE FOR A PODCAST EPISODE (💰sponsored)

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