Today in Digital Marketing - Using Dynamic Content Ads? You'd Better Sit Down For This.

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. It is Monday, December 9th, 2019. Be protected. Be Zen. Canva gets ready to launch a video product. TikTok releases its top videos for 2019. And cowboys and skeletons got robbed. And how much do you have to spend to get good results on Facebook's dynamic creative ads? You are not going to like the answer. Here's what you missed today in Digital Marketing. Facebook has finally added one of the most requested ad platform features,

Starting point is 00:01:07 cross-account reporting. Until now, each separate ad account has been siloed from the others, meaning the only real way to do any measurement cross-platform was either manually or using a third-party tool and then relying on Facebook's reporting APIs, which, while pretty detailed, don't exactly have the fastest data refresh time in the world. So now you can see metrics like reach, impressions, and conversions across multiple ad accounts. Also, and this is a big deal, this tool, which Facebook still insists on calling a surface for some reason,

Starting point is 00:01:39 it will show you deduplicated reach. Why is that important? Imagine you have two ad accounts for two different brands. You could just add up the reach on each one, but that number will include people who saw ads from both your brands. In other words, both ad accounts. So previously, your own manual cross-channel analysis would show that person as two people. That's what deduplication does. Facebook will report accurate reach numbers when ad accounts are combined.

Starting point is 00:02:08 They're also adding a new custom metric building feature on this surface where you can add your own metrics and save them. Reports trickling out of Facebook are giving us marketers a better sense of why they are taking like counts out of Instagram. CNBC reports that Facebook believes They spoke with three former employees who leaked this. Quoting CNBC, increase the number of posts people make to the service by making them feel less self-conscious when their posts don't get much engagement.

Starting point is 00:02:48 More posts means users spend more time on Instagram and therefore grows the company's ability to show more ads. Canva, that graphics design tool, is launching Canva Video next year. Reports say it's going to look and operate very similar to the platform's existing image editing system. No word if it's going to be extra pricing or if that's just going to be bundled into their service. Honestly, I've never really been impressed with Canva. Even after they launched their pro tier at 13 bucks a month,

Starting point is 00:03:17 which I really felt they pitched at multi-brand organizations and agencies, that tier had horrible support for multiple brands or clients. Yes, they had a brand kit, which standardized fonts and colors, but it only had one slot for that, making the whole multiple brand thing kind of, I don't know, not really supported. They did launch an enterprise tier earlier this year. It's 150 bucks a month US for the first five users, and then 30 bucks a month for each additional user. And that tier does have multiple brand kits. At my agency, we actually use Stencil, which you will find at GetStencil.com. Certainly not as polished as Canva, but we got a lifetime deal on it a couple of years ago. So we pay exactly zero dollars a month now for it.

Starting point is 00:04:02 TikTok has released its top 10 lists for 2019. The top viral post on the app this year was some people exploding elephant toothpaste. This is a real one. Here we go. In 3, 2, 1, dump! Elephant toothpaste! If you haven't seen this, it's not actually toothpaste. It has nothing to do with elephants. It's a chemical reaction of two liquids that makes this kind of big puffy foam

Starting point is 00:04:26 that you, you know, shriek and holler and run away from and giggle. It's sort of like the vinegar and baking soda thing that you did in high school science class, but bigger and less messy. Anyway, I'm personally disappointed that my favorite TikTok dance did not make it to the number one list of dances. This next part's my favorite part of this time of shot. Gonna do the two-step. The Get Up really is the best dance on the platform,

Starting point is 00:04:51 but it came in second place. And what I would have given second place? Scary Spooky Skeleton. Spooky spooky skeleton, and shivers down your spine. According to TikTok, that dance came in fifth place. Robbed, I tell you. Also notable, the number one so-called breakout creator was Zach King.

Starting point is 00:05:12 You might know him from Vine, where he did some really creative videos with special effects. Looks like he's successfully transitioned to TikTok. This guy got a ton of brand sponsorships when he was on Vine. You can find a link to the full list in this episode's description. Some great intelligence from Facebook ads buyer David Herman. Today on Twitter, he reported, quote, dynamic creative testing on Facebook seems to perform best when your ad budgets per day are over $1,000. Under this, it seems to take forever to learn,

Starting point is 00:05:50 thus losing money in the short term. I have a dynamic creative campaign running on $10,800 a day, and it is over a two times return. All right, lightning round. Hootsuite has fixed an issue where some users were seeing delays when scheduling messages for Instagram. Snapchat has added something they call Snapchat Cameo, but it's basically just a ripoff of JibJab. Word on the street is that Reddit is planning to open an office in London in the next six or seven months.

Starting point is 00:06:20 The VR painting app Medium has been bought by Adobe. So, Medium users, enjoy that $100 a month Adobe licensing fee for the rest of your life. Nike is bailing out on Amazon and removing the pilot program it had there selling shoes and apparel. And there is a great podcast up at Social Media Examiner that covers what marketers need to know about the California Consumer Privacy Act. This does not just affect those the California Consumer Privacy Act. This does not just affect those in California, by the way. And finally, as you may know, over the last week, I have been documenting the process of getting our very first ad on this very podcast.

Starting point is 00:07:00 I'm using a platform called Podcorn, kind of taking you along for the ride. Last week, we got matched with a tool for digital marketers called ShareKit.io. It basically lets you control the link preview of links that you share on social media, even if that platform doesn't let you change that metadata. Anyway, I wrote the script on Friday, and the client actually loved the script and didn't have any changes. And so today's task, trying to find just the right background music for the ad. I always think it's really important to have something there that separates editorial from advertising. I've got a couple of stock music libraries that I can pull from. That's actually where the first couple of months of this podcast theme came from, one of those libraries, since October or so, though I've been using a theme and bumpers that I commissioned from a real musician. Anyway, tomorrow is the big day, folks.

Starting point is 00:07:43 The ad for ShareKit.io will be running. And then I will keep following the journey along through to the client's response and when and how we get paid. Turns out there is life after Overwatch. I downloaded Stardew Valley on a whim over the weekend and barely came up for air. On the bright side, my blueberries are doing very well. Thank you very much. If you value a fast-paced daily digital marketing news show, please take a moment to rate

Starting point is 00:08:12 and review this podcast wherever you listen to it. It really does help. And if your brand could use some help with your social media content or engagement or digital marketing, check out our agency at engageq.com. And follow me on social. All links to my channel and our agency

Starting point is 00:08:28 are in this episode's description. I'm Todd Maffin. See you tomorrow.

Today in Digital Marketing - Using Dynamic Content Ads? You'd Better Sit Down For This.

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