Today in Digital Marketing - Facebook's New Brand Safety Controls: Too Little, Too Late?

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. Today, will Facebook's tiny new labels boost your holiday sales? at zensurance.com. Be protected. Be Zen. video, and we want to promote your marketing tool for free. It's Thursday, November 18th, 2021. Happy World Philosophy Day. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in Digital Marketing, episode 507. Today's episode brought to you by CMOX. See if you have what it takes to be a high-paid, in-demand, fractional chief marketing officer. Go to becomecmo.com. Meta today announced a range of new brand safety options are being tested by Facebook for Go to becomecmo.com. Quoting the announcement, testing with advertisers, we found that advertisers that excluded the news and politics categories were able to avoid news and political adjacency 94% of the time. Those that excluded the tragedy

Starting point is 00:01:53 and conflict categories were able to avoid tragedy and conflict adjacency 99% of the time. And those that excluded the debated social issues categories were able to avoid debated social issues adjacency 95% of the time. We expect to kick off in 2022 and will provide updates along the way starting in Q1. Unquote. A new feature in Facebook ads could help advertisers increase sales. The new feature is called Callouts and it highlights certain things in your ads to people

Starting point is 00:02:25 viewing them, like free shipping. The callouts will only appear on the Facebook news feed and only on mobile devices. These are similar to what Google calls extensions. Facebook is giving you three little labels to choose from. Free shipping, you can also choose a shipping time frame. Payment options, so you can showcase how customers can pay securely, and return policy, where you can inform shoppers about your policies, i.e. that your business offers free returns, if it does. Callouts are currently only available in conversions campaigns. You'll be able to find the feature above your call to action button in the ad setup screen, and they are expected to roll out in the next week or so.

Starting point is 00:03:10 As you may know, we've been teasing something big coming December 1st. We are still on track for that and look forward to sharing it with you. It is part of a bigger plan for us to be of more service to you. And in that respect, today, I am happy to announce part of that plan, the showcase. If you run or market a tool, app, site, or service that digital marketers use, we will showcase it for you for free. You or someone from your company will jump on a Zoom with me. You'll share your screen, walk me through how your thingy works, what it does for marketers, how much it costs, and we will share it with our audience at no cost to you. Don't worry, podcast listeners. These won't start showing up in your podcast feed. They will be on our YouTube channel,

Starting point is 00:03:46 and we'll have links to it in our Slack community, Discord, the premium newsletter, and so on. We will mention it on the podcast when a new one is up, of course. So what tools qualify? I mean, really anything that helps digital marketers in their day-to-day working lives. SEO ranking trackers, first-party data solutions, ad management apps, ad platforms even. So,

Starting point is 00:04:06 you know, if like, I don't know, Snapchat wants to come and show off their ad manager or something. Again, it is free to participate. We will not be accepting everyone. So I'll give you the URL to apply in a second. This is something we plan to charge money for in the new year, but for now, you can showcase your service for free. The only thing we ask is that you create some kind of special offer or discount for our listeners, if that's possible. If you're interested in learning more and maybe applying, here is the URL todayindigital.com slash showcase or tap the link at the top of the episode notes. I had a chance to kick the tires of Spotify's new-ish self-service ad platform today. Here are my thoughts. So it is what you expect it to be.

Starting point is 00:05:00 It is a scaled down version of the three main tiers that everyone has right now or is transitioning to. Campaign, ad set, and ad. The news release said the minimums were $500 per campaign, but I was able to actually put $250 in, so your mileage may vary. You can also only put one country in for each ad set, which is weird. So I guess you'll be duplicating if you want to be targeting a bunch of different countries. Interestingly, you can advertise to ages as young as 13. For now now anyway.

Starting point is 00:05:28 As for targeting, you get some general interests like business, lifestyle, fashion, but there's also the ability to target people based on the genre of the music they're currently listening to. So if you want to reach people interested in hip-hop or chill jazz or something. I went interests, I picked the business topic. We're going to run an ad, a test ad campaign basically for this podcast. And yes, that is as detailed as it gets. Business. It's not even like business marketing. So we picked the business topic in the US, ages 25 to 64. For my 250 bucks, it estimated that I would get 9,200 unique people reached and a very low frequency of 1 to 1.2. In case you're curious, the default frequency cap is five impressions per day and 50 per month.

Starting point is 00:06:08 Something very odd, though. You can imagine there's going to be a lot of podcasters using this to reach new audiences, right? So you'd think the click destination could be your show in Spotify. After all, it is Spotify's platform. But no, all you can do is send them to a URL. So now I have two ads. I've got one that's going to the website of this podcast, todayindigital.com, and the other going to the URL of the show on Spotify's website.

Starting point is 00:06:36 And I have no idea if that'll work properly in mobile apps and so on, but I guess we will find out together. One nice touch, in addition to reach and frequency estimates, it also showed me estimated CPMs, which were $27 in my case, which, I don't know, not bad, I guess, given the time of year we're in. They also said it would take up to two days to get my ad reviewed, but they did it in about two to three hours. I will run the campaign and let you know how it goes. Do you have business insurance?

Starting point is 00:07:10 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.

Starting point is 00:07:29 A helpful update from Twitter for you social media marketers. Twitter's launching a new tweet analytics display that will provide marketers with more specific insights into performance with engagement metrics included in the data so you can see how each tweet is doing. The update looks very similar to Instagram's post insights feature, which lets you view insights on your audience's engagement with specific posts. Similarly, tweet analytics will show insight on replies, retweets, and likes, as well as

Starting point is 00:07:58 more specific data about where tweet impressions come from and clicks on links. But here's the question. Will these tools be free or paid? Twitter hasn't said. But adding more advanced analytics would be a great monetization opportunity for the platform and, you know, honestly, probably still popular with us digital marketers.

Starting point is 00:08:21 Analytics-wise, Twitter still lags behind the other platforms. Hopefully the analytics updates coming in the coming months will provide you with more data to help improve your tweet strategy. Google has an early Christmas gift for advertisers and small and medium-sized brands. The company has announced four new features that will roll out to Google Ads Insights in beta over the next few weeks. The new features include demand forecasts, consumer interest insights, plus audience insights, and change history insights, auction insights, and so on. But here's more on the big two. First, demand forecasts. Previously, the insights page focused on historical performance, trends that explained why your ads performed the way they did.

Starting point is 00:09:06 Now, with this demand forecast thing, you'll be able to see more forward-looking trends. They'll be using machine learning matched with past seasonal search trends, and these forecasts are said to predict emerging search interest over the next six months. And, this is also a nice touch, insights will be personalized to your brand, meaning that you will see trends based on the categories where you advertise.

Starting point is 00:09:28 The second big one, consumer interest insights, also in beta, by the way, will aggregate the top performing search query themes that drive performance in your campaigns. You'll be able to see the number of people who searched for each theme, its growth, how it performed in your account. By themes, by the way, here, they mean keywords like affordable or floral. Anyway, very nice updates, and they will be rolling out in the coming weeks. Another early gift for social media marketers under the tree, TikTok has published a new holiday guide to help small businesses get started on the app. The 19-page guide covers the basics, including creating a business profile, as well as tips and insights to help small businesses get started on the app. The 19-page guide covers the basics, including creating a business profile, as well as tips and insights to help plan an effective video strategy.

Starting point is 00:10:10 Some tips that TikTok offered around shooting and choosing those clips. Quote, does your business have a brick and mortar? Take multiple clips around your space showing all the awesome details. Does your business carry a wide selection of items? Show the breadth of your offerings using multiple video clips? And is there a line of products you want to feature?

Starting point is 00:10:29 Take a few videos of yourself interacting with the product, wearing it, using it, packing it up, or unboxing it. The guide recommends how to successfully put a sequence together with timing and framing down to the second. And I have to say, it's actually quite helpful. It goes into when you should transition to a close-up and when to a wide angle, what those shots should ideally be. We have that chart in today's premium newsletter. Tap the link in the show notes to subscribe. The company outlines 20 video ideas for your business. The ideas include packaging orders, answering frequently asked questions, or showing off your storefront or website. And finally, they talk about how to find hashtags that are popular among various niches.

Starting point is 00:11:09 Now, except for that shot list thing, the step-by-step guide is pretty basic. It's really aimed at brands and small businesses that are just getting started with the app. But if that's you, it's still worth looking at. Now, the URL to this guide is ugly as sin. So we have made a short link for you. b.link slash TikTok help. Another quick plug for the showcase in case you are the marketer of any kind of digital marketing tool or something that helps folks like social media marketers, media buyers, those sorts of

Starting point is 00:11:41 people. If you have a tool or an app or a site or a service that helps those people, i.e. our listeners, we may be interested in doing a showcase video for you and with you. So the URL, again, is todayindigital.com slash showcase or tap the link in the episode notes. All right. Talk to you tomorrow. Attention agency owners and marketing consultants. The new iOS updates aren't the only thing changing in today's marketing landscape. The role of the marketer is getting disrupted by high quality talent across the globe, forcing your prices to decrease. If you've seen your marketing rates stagnate or decrease in the last two years, you need to do something new. Here's the truth. Thank you. Income increases with your impact. Hey, I'm Casey Stanton, and I train marketing consultants and agency owners to become fractional chief marketing officers so they can ascend to the top role in a company, find new work for their agencies, and push their clients to record revenue and growth. Our fractional CMOs are paid to do the fun stuff.

Starting point is 00:12:59 Marketing strategy. If you want a full pipeline of great prospects with a simple and clear way to sell and service them as a fractional chief marketing officer, go to becomecmo.com. If you have more than three years of marketing experience, see if you have what it takes to be a successful fractional CMO at becomecmo.com.

Today in Digital Marketing - Facebook's New Brand Safety Controls: Too Little, Too Late?

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