Today in Digital Marketing - 150: How to Stop CBO Ad Sets (Without Stopping CBO Ad Sets)

Episode Date: May 12, 2020

Today in Digital Marketing is produced by engageQ digital. Can we help you with YOUR brand’s digital marketing and social media? engageQ.com Today’s episode is sponsored by Ladder.sport Help Spread the Word! • Review this podcast at ratethispodcast.com/today • Click bit.ly/tweet-tidm to preview a tweet you can publish Advertising: Reach ~1,000 Digital Marketers • Classifieds ($20) — engageQ.com/classifieds • Mid-Rolls — engageQ.com/podcastads TOD’S SOCIAL MEDIA: • Tod’s web site: TodMaffin.com • Tod’s agency: engageQ.com • LinkedIn: linkedin.com/in/todmaffin • Twitter: twitter.com/todmaffin • Instagram: instagram.com/todmaffin • Facebook: facebook.com/tmaffin • TikTok: tiktok.com/@todmaffin • Mixer: mixer.com/HappyRadioGuy • Xbox Gamertag: Radio#9573 SOURCES: https://www.marketingprofs.com/charts/2020/42890/eight-common-campaign-management-mistakes-agencies-make https://wersm.com/you-can-now-add-polls-to-your-linkedin-posts/ https://www.fooddive.com/news/why-pepsico-launched-2-new-direct-to-consumer-sites/577676/ https://www.seroundtable.com/google-temporarily-closed-29438.html https://grow.google/intl/ALL_au/ https://twitter.com/Pamela_Lund/status/1260256544341413893 https://about.instagram.com/blog/announcements/continuing-our-work-to-fight-online-bullying https://www.businessinsider.com/facebook-rolling-out-new-targeting-options-for-premium-video-2020-5 https://theofficeslack.com/ --- Send in a voice message: https://anchor.fm/todayindigital/messageOur Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

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the biggest mistake agency marketers say they have made with client accounts, a couple of nice additions to Instagram's engagement tool set, and why you should always, always double check to make sure you are not live on your brand's social media account. Today is Tuesday, May the 12th. Happy International Nurses Day. I'm Todd Maffin. Here's what you missed today in digital marketing,

brought to you by Ladder. Here's something you'll find in the, well, I wish they would have made that more clear two months ago file. Many businesses that had to close for a bit because of the pandemic did what Google recommended they do, mark themselves as temporarily closed on Google. That way, when people are searching for them,

that little temporarily closed label shows up. But these days, temporarily closed often means something different than it did pre-pandemic. Often now it means our office might be closed or our storefront might be closed, but we're still doing business. But that is not how it will appear on Google, because when you mark a business as temporarily closed in Google My Business, Google actually removes the buttons on your listing that go to your website

or that call your business, which may not be what you expected nor want. So if you marked your business temporarily closed, you may want to do a quick Google search from an incognito window to make sure you're happy with how you are being presented. Facebook says it will be adding new regional targeting options to its Facebook Reserve video ad product, settling what Business Insider calls, quote, a long-standing demand from TV advertisers. Quoting from them, Facebook Reserve is the service for guaranteed video ad placements within Facebook Watch,

the social giant's section for higher quality original and publisher content, and the new options will initially be available to a select group of advertisers before a broader rollout ahead of the 2021 upfronts. The expanded targeting options will include Facebook's native targeting capabilities, such as interest segments and custom audiences, along with Nielsen's designated market areas. If you're listening and thinking to yourself, you know, I just don't spend a lot of time in Facebook Watch, you're not alone.

Quoting again, as of April, U.S. consumers spent an average of just 26 minutes per month with video content spread across Watch, news feed, and pages. For context, U.S. consumers will spend an average of 229 minutes per day with TV in 2020, according to eMarketer's estimates updated in April. Some other quick Facebook marketing news while we're here. They are rolling out a new redesigned brand safety controls interface. This is where the status of your brand on Facebook lives. When it gets to you, you will find it in Business Manager. And they have launched delivery reports that let us advertisers see impressions from publisher and content perspectives.

A small little addition to LinkedIn provides you B2B types with a new post type, the poll. You can now add polls to your LinkedIn posts and select who you want to poll. Just your connections, everyone in specific groups that you're in, or all of LinkedIn. LinkedIn explained that part, saying if you're in a group for marketers, you could ask about the group member's favorite tool for email marketing management. You'll also be able to see how many people responded, what the poll results were, of course, how much time is left before your poll closed. Seems to be fully rolled out now. I was able to create one. You get up to four options in the poll and can select between one of four

poll lengths from one day to two weeks. There is a new entrant in the e-commerce world out there. PepsiCo. Yeah, the snack and beverage giant now has a direct-to-consumer online store where people can order, you know, snacks and beverages. It's PantryShop.com. And I have to say, pretty cleverly organized. They've got themed bundles instead of individual products that you can buy. So these bundles are like Rise and Shine or Workout and Recovery or Family Favorites. And each bundle has got a couple of different box size options. can buy. So these bundles are like Rise and Shine or Workout and Recovery or Family Favorites. And each bundle has got a couple of different box size options. In the small box of Family Favorites,

for instance, you get two boxes of cereal, 18 granola bars, and 40 bags of white cheddar popcorn for 30 bucks US. Pretty clever idea to bundle things like that. Might be some inspiration for you if you sell lots of little small things. If that doesn't give you any product marketing ideas, PepsiCo has a second site, snacks.com. They just launched that as well, where you can make your own box and pick and choose what products to go into it, as long as it's at least 15 bucks worth. The question is, though, is this really an e-commerce play or a market research play? A senior executive at the company admits they are watching the sales of those themed bundles closely to see if there's enough demand to create product bundles at the retail level as well. Still ahead, agency marketers reveal the top three mistakes they have made with

client accounts. Instagram rolls out new comment moderation features and a clever way to pause Facebook ad sets without affecting your CBO. That's still ahead when Today in Digital Marketing continues. Look, let's be honest. My exercise routines are not great. Neither is my eating. Mostly, I've never really been sure what to pair exercise with. Bananas? A supplement? At least now, I've got some guidance. Ladder was founded by LeBron James and Arnold Schwarzenegger to change the way supplements are made. They worked with top scientists to create a line of clean performance products. And unlike other supplements, every batch is tested by a third party

to verify the highest standards for quality and safety. Ladder's goal is to help you unlock your best in any situation. Right now, that means access to special offers and expert advice from their community. So use code BETTEREVERYDAY for 30% off everything on their website at ladder.sport. That's BETTEREVERYDAY for 30% off at ladder dot sport. A new study published recently asked digital marketers at agencies what the most common mistakes they made while servicing client accounts were. And please skip ahead to the next story if you have a weak constitution. The number one mistake that agencies have made? Credit card failures. A third of people polled

this. So certainly embarrassing if your agency is the one paying directly for the ads and your credit card gets blocked or exceeds its limit or something. This is part of the reason why, at least here at our agency, we have our clients use their own credit cards for their ad campaigns. And it gets worse. Tied for a close second in this survey, either the agency forgot to turn the ad campaign off and it just kept on spending, or they offended target audiences with the creative. Also on the list, pushing clicks to links that are broken, incorrect targeting, and broken tracking. As for how to avoid these mistakes, the top two, according to the survey, were using marketing software and using AI to monitor for anomalies.

Let's take a closer look at this study, shall we? Who paid for and published this study? A company that sells marketing software that uses AI to monitor for anomalies. Remember, friends, check the source. Google has released a whole bunch of online courses. They are grouped into courses for local businesses, for teachers, job seekers and students, developers, and startup executives. Some of the courses now up include how to manage your business remotely in times of uncertainty and how to make an impact in your workplace. A lot of these, of course, talk about Google products. Google says it will also offer personalized assistance with a Google employee to those who attend.

The courses are free. Of course, all you need is a Google account. Link in this episode's notes. Some new engagement and moderation tools coming to the Instagram mobile app. Community managers will soon be able to delete comments in bulk. You tap checkboxes beside up to 25 comments at a time, then hit delete, and it will wipe them all. This is something that most third-party engagement tools have already been able to do, of course, but it's nice to see it's supported natively in the app. They'll also offer a way to block multiple accounts that post negative comments.

Also, they'll soon begin testing pinned comments, letting brand managers amplify positive comments or amplify whatever, I guess, and pin them to the top of the comment section. Very similar to how you can do this on YouTube. You should know that when they roll this out, they plan to notify people whose comments you have pinned and you'll be able to manage who can tag or mention your brand account. You'll be able to select everyone, only people your account follows or let nobody tag or mention you. E-commerce marketer Pamela Lund this morning tweeted out a tip that, honestly, I'm a little embarrassed I didn't think of. Facebook's ad platform has a setting called Campaign-Based

Optimization, or CBO. It means that you give it a single budget for the whole campaign, and Facebook will decide what ad sets get what portion of that budget based on performance. For a while, they said they were going to make CBO mandatory, but they've since backed off that. I'd say most people who buy Facebook ads, though, consider CBO to do a pretty good job all in all. Unless you go in and monkey with the campaign, specifically the ad sets. CBO likes things to stay the same, and many digital media buyers report that when you pause an ad set in a CBO campaign, bad things happen.

So, back to Pamela's tweet today. Quote, if you absolutely have to stop an ad set within a CBO for some reason, pause all the ads in the ad set, but leave the ad set active. Reducing the number of active ad sets in the CBO can screw up delivery, so this is the workaround, unquote. And this is actually a great idea. Rather than just stopping the ad set, all you do is you stop the ads in the ad set, which of course effectively stopped the ad set, but apparently doesn't send that, hey, they just monkeyed with the ad set signal to Facebook's CBO algorithm. Worth testing for sure. Okay, Hydra should be back on. Sorry to kick you all off.

You gotta feel a little sorry for Jack Dorsey today, the co-founder and CEO of Twitter. So yesterday we reviewed a bunch of the consumer work. Earlier today he was conducting an internal briefing for senior Twitter staffers. They use Twitter-owned Periscope for these briefings. And how, you asked, did I get access to it? Because instead of streaming to his small group of executives like he'd meant to, Jack accidentally went live to everyone. And we're just giving updates to the board. And the look in his eyes when he figured this out? Priceless.

I just realized this is live. Finally, I have joined a new Slack office group, Dunder Mifflin. Yes, the fictional paper company from the sitcom The Office. Some evil genius has programmed an entire day, the fictional paper company from the sitcom The Office. Some evil genius has programmed an entire day's worth of office chatter from the characters. Or maybe they're doing this live. I really have no idea. But honestly, you cannot tell the difference between this Slack group and your office Slack group, right down to the little indicators like Michael Scott is typing.

They have a bunch of channels, including accounting, conference room, sales, and pranks. In that latter channel, Jim is currently trying to convince the office that Dwight and Michael went into a CAT scan together. In accounting, they're debating whether you can expense a receipt from Hooters. And Michael spent $80 in a magic store to impress clients. Toby replies, I am not processing this. Honestly, it's hilarious. You can sign up for yourself at TheOfficeSlack.com. The second Xbox is going great.

Thanks for asking. Last night, my wife and I took on the Wendigo Cave. It was a breeze. It was like playing a tutorial level. If there are any Xboxers out there, my gamer tag is Radio9573. Also, I have 700 hours on Mercy, so if you need a pocket, fair warning, I'm in low gold on a good day. Special thanks to Ladder for sponsoring today's episode. You can learn more about them at ladder.sport.

I'll talk with you tomorrow. Thunder Mifflin, this is Pam. Pam, it's Michael. Help me. I need help right now. Michael, what's wrong? I'm hurt. I have hurt myself. Oh, my God. Okay, wait, wait, this is Pam. Pam, it's Michael. Help me. I need help right now. Michael, what's wrong? I'm hurt. I have hurt myself.

Oh, my God. Okay, wait, wait, wait, wait. This is not looking good, Pam. Michael, do you need me to call an ambulance? No, I want you to pick me up.