Today in Digital Marketing - AI Wrote This Title and It’s Terrible

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected, be Zen. It's Tuesday, October 15th. Today, AI wrote this episode's title and it's terrible. Also, Reddit upvotes keyword targeting, a new Google ads optimization targets gross profit, and the top Halloween trends are out for you to exploit. I'm Steph Gunn sitting in for Todd Maffin. That's ahead today in digital marketing. AI may be good at many things, but title writing, not so much. New research suggests you may want to reconsider turning to AI for your next product title, podcast title, or email marketing heading. The Australian Broadcasting Corporation recently ran an experiment using Microsoft's Copilot AI to create podcast titles, which can offer insights for

Starting point is 00:01:10 marketing beyond podcasting, especially for crafting product or blog post titles. The results? Copilot's attempts at generating titles and descriptions fell short, missing the mark on creativity, tone, and editorial judgment. While AI occasionally produced a usable title, the ABC said the results often felt generic, corny, or overly simplistic. Researchers described the suggestions as sappy and cringe, describing the process as prompt roulette. The prompt tried to coax various approaches from Copilot to provide creative inspiration for podcast producers.

Starting point is 00:01:44 However, most of the suggestions ended up being strikingly similar in wording, style, and format. A major frustration was AI's obsession with punctuation, particularly colons. Despite clear prompts to avoid them, they couldn't stop the number of suggested titles with colons in them. In the end, the researchers said the process was slower and less effective than if they had written the titles and descriptions themselves. Quoting the Australian Broadcast Corporation, The downside and somewhat encouraging learning from this experiment has been that AI doesn't seem to be better than humans at headline writing. While it occasionally comes up with a usable,

Starting point is 00:02:23 if uninspired headline, it's a long way from what we humans can come up with, end quote. Considering hopping on the influencer marketing bandwagon, you're not alone. A new report from Creator IQ has found that three out of four brands are increasing their creator marketing spend this year. After a dip in investments last year, companies are once again looking for creators to boost their promotions. The report notes that those investing $1 million or more annually are seeing the highest returns on investment through these partnerships. However, many brands still grapple with measurement challenges. When it comes to strategies,

Starting point is 00:03:04 sponsored content remains the most effective approach for brands. Instagram continues to dominate as the top platform for brands using influencers, followed by TikTok and YouTube. TikTok, however, has overtaken Instagram as the most frequently used platform by creators. The report also highlights the growing influence of generative AI in creative marketing, with nearly half of brands using AI to generate short-form content. Reddit has some updates to its keyword ad targeting options. The platform launched contextual keyword targeting last year, which lets advertisers display their ads based on the context of each conversation, not just the subreddit community. Now, Reddit is making keyword targeting available in more places.

Starting point is 00:03:53 The latest update includes multi-placement optimization, expanding keyword targeting to more ad placements, including feed ads and conversations. Reddit is also rolling out new dynamic audience expansion. This works in conjunction with keyword targeting to identify users that are likely to engage based on campaign specifics, including ad creative and user behavior. The platform is also adding keyword suggestions. Finally, Reddit has also revamped its campaign management interface. They say it will simplify the process for advertisers. TikTok is taking ad measurement a step further by tracking how clicks convert into foot traffic.

Starting point is 00:04:40 The platform this week announced a new partnership with location data company InMarket that measures the impact of ads on in-store visits. Here's how it works. InMarket's conversion tracking uses a range of touchpoints to assess in-store traffic. A store visit conversion is recorded when a consumer visits a physical store location after being exposed to a TikTok ad. This lets advertisers determine if their campaign leads to increased visits post-exposure by comparing the visitation rates of users exposed to the ad

Starting point is 00:05:11 with those of a similar control group. Essentially, it offers conversion lift reporting, but through more precise, third-party verified data. While TikTok ramps up ad measurement, Google is slowly rolling out a new campaign setting called gross profit optimization, which lets you optimize campaigns for actual profit instead of just revenue or return on ad spent. It calculates the profit by applying the margins you set up in the optimization goal to the value of each conversion. To set up gross profit optimization, you need to provide the following data to Google ads of each conversion. To set up gross profit optimization, you need to provide the following data to Google Ads. Cart data and cost of goods sold in your

Starting point is 00:05:50 product feed and set your optimization goal to profit target return on advertising spend. The update is currently available in a handful of Google Ads accounts for now. 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 at $19 per month at zensurance.com. Be protected. Be Zen. Need some inspo for your Halloween marketing campaign? Google recently launched the latest

Starting point is 00:06:33 version of its Fright Geist Halloween Search Trends mini-site, including everything from spooky makeup searches to food trends, Halloween decor, and even dog costumes. This year's lineup also includes the top costume trends based on US search activity. The top three costumes include, number one coming in at Shrunken Head Bob. The Beetlejuice Shrunken Head is the most searched Shrunken Head of all time. Number two comes in at Ray Gunn, the Australian Olympic breakdancer who didn't exactly bring home the gold. And finally, number three is Catnap, which I actually had to Google myself because I

Starting point is 00:07:10 had absolutely no idea who this character was. But it's a character from The Smiling Critters, which is a line of colorful plush animals that possess big mouths and very unsettling black eyes. So some big news for me, it's actually my three year anniversary of working as the associate producer for the podcast. You know, I did cheat a little bit because I've been on mat leave only for the past year. But you know, here's to three years of podcasting.

Starting point is 00:07:40 Well, more like two years and one year of getting bossed around by a tiny infant. Thanks for listening. I'm Stephh gunn todd is back tomorrow

Today in Digital Marketing - AI Wrote This Title and It’s Terrible

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