Today in Digital Marketing - When CPG DTC Ad CPCs Kill ROAS

Starting point is 00:00:00 It's Thursday, November 9th. Today, new lead-gen ads coming to Meta's platform, new ways to get control freak anxiety on YouTube's platform, and the B2B campaign that only hurts because it's true. I'm Todd Maffin. That's ahead today in Digital Marketing. Today's episode is sponsored by Check Essentials, the top self-serve marketing security platform Thank you. and blocks fake and fraudulent users in real time using thousands of cybersecurity tests on every user. Malicious bots, competitors, and spam, Check blocks them all, ensuring that every

Starting point is 00:00:53 cent you spend reaches valid users who can convert and provide you with pure, clean data to rely on for your decision-making. Join over 15,000 companies that secure their ads and websites with Check. For today and digital marketing listeners, an exclusive 10% discount and a one month free trial is yours. Tap the link in the show notes or go to b.link slash go check. That's b.link slash G-O-C-H-E-Q. At some point in the career of every social media content manager, you end up trying to micromanage the way your channels look. You use Instagram grid tools to make sure your profile looks just right. You re-upload your old TikTok videos so the title captions all look the same.

Starting point is 00:01:40 And on YouTube, you group your brand's videos into a meticulously curated set of playlists presented to the viewer in a very specific order. Well, fellow social media content manager, get ready to give up some of that control 11 days from now. That's when YouTube will introduce a For You section to channels that will tailor the video list to individuals. This will be a personalized mix of content based on viewers' watch histories. It will only show videos from that channel, though. This is, of course, and I don't have to tell you this, all because of TikTok's insanely popular discovery feed,

Starting point is 00:02:19 also called For You. But worry not, Micromanager will be giving you controls over this. You can disable it entirely if you want. You'll also be able to specify the types of content displayed, such as shorts, live streams, or full videos, and whether to show all content or just recent uploads. Well, that didn't take long. Just days after saying WhatsApp would be a new priority in its ads offering, MarketingDive.com reports today that Meta will be adding a new lead objective to Facebook and Instagram ads where the click destination is a WhatsApp chat.

Starting point is 00:03:00 This is something that's been available on Messenger and Instagram Direct for some time. They're also testing full campaign automation for lead gen campaigns as part of their Advantage Plus suite of AI-backed products. And they'll soon let you offer coupons in click-to-message ads on Instagram Direct. On the integration side, they've brought on HubSpot as a CRM partner. I'll be honest, I kind of thought HubSpot was already in there, but whatever. And improved the workflow integration with middleware provider Zapier. Customers drawn to Amazon's Fire TVs for their affordability are in for a change as Amazon plans to introduce more prominent ads on these devices. The company this week announcing that new ad types will be sold on Fire TVs,

Starting point is 00:03:50 reaching an average of 155 million unique viewers monthly. Some of these ads will be tied to Alexa's generative AI, displaying relevant ads when users search for content using voice commands. Amazon is introducing contextual sponsored tiles. They use machine learning to present ads related to the content genre or search terms used by viewers. And users will encounter persistent banner ads on their home screens. Reports say these placements take up significant screen space and cannot be avoided even by those using ad-free subscription services. This strategy mirrors Google TV's earlier decision to open its ad space to various advertisers.

Starting point is 00:04:33 Despite the potential for user pushback, Amazon believes these ads will be among the first things users see when they turn on their Fire TVs, ensuring that brand messages reach viewers. One of the fun things in watching some of these Google versus the world court cases pour out is we get to see some of the company's secrets and half-baked plans. One of those was revealed in court filings this week that Google toyed with the idea of creating an ad-free version of their search results page. To get the ad-free version, of course, users would pay a monthly subscription fee. The service, aimed at users wary of data mining, would not track search queries or collect user data. This plan, of course, never came to fruition. The revelation came from an email

Starting point is 00:05:25 discussion among Google's top brass, including the then head of search Ben Gomes and the public liaison for search Danny Sullivan. This is, of course, the direction Meta went, offering an ad-free subscription plan, though that was done mostly against its will, to appease European regulators. And that will bring us to the lightning round. Recent code discoveries hint that users in the European Union might soon be getting access to threads. The meta-owned Twitter challenger has stayed out of the region while it figures out how to operate within that more regulated region.

Starting point is 00:06:01 TikTok has partnered with Rockerbox to give Rockerbox clients more insights into TikTok's role in the customer purchasing journey. Rockerbox offers visibility into both click and view data. Snapchat's key engineering and monetization vice president is departing in a few weeks. It is one of a number of high-level departures and changes at the company. And the popular podcast Conan O'Brien Needs a Friend is celebrating its five-year anniversary by putting out an episode where the co-hosts talk about the show,

Starting point is 00:06:29 reminisce about past guests, and so on. That episode you will not find in your podcast app. It is only available on vinyl and it has already sold out. Links to the full details of these lightning round stories and all the stories we covered today

Starting point is 00:06:44 are in our free newsletter, which you can sign up to by going to todayindigital.com slash newsletter or tapping the link in the show notes. 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. And finally, LinkedIn is

Starting point is 00:07:20 launching a new ad campaign this week aimed at demystifying the complexities of B2B marketing. The campaign is called No One Knows What You Do. And here is one of those ads. My daughter says she works in B2B where she sells SEO and MRM to CPGs. I don't know how this happened. She was speaking in complete sentences before she was two. And now she just mumbles all these alphabets. When I call her, she says she can't speak

Starting point is 00:07:46 because she needs to check the CTR on an ESM, ASAP. I blame myself. Should have been around more. Parents don't get B2B. LinkedIn does. And helping marketers reach over 70 million decision makers makes LinkedIn the place to be, to be. That was not sponsored, by the way.

Starting point is 00:08:03 They didn't pay for it. I just thought it was funny. There's also one where someone's mom, an elderly mom, is trying to explain that their child sells clouds for a living. And you can imagine where that goes. We are doing a full agency staff retreat tomorrow, so no episode tomorrow.

Starting point is 00:08:33 And Monday is a stat holiday in Canada, but we will not leave you hanging. I'll be speaking with the co-author of a marketing science paper on what happens if you have, imagine, a thousand positive reviews on your product. Every single review you get on your product is five star and you get one negative review. What is the impact on sales from that one review? The answer on Monday. Don't forget about our email newsletter. It's free. It comes out every day. It contains everything you hear in the podcast and much more.

Starting point is 00:09:08 Videos, charts, illustrations, links to the stories we cover. You can sign up by tapping the link in the show notes or going to todayindigital.com slash newsletter. And that will do it for the week. Today in Digital Marketing is produced by EngageQ Digital on the traditional territories of the Sunimic First Nation on Vancouver Island. Our production coordinator is Sarah Guild. Our theme is by Mark Blevis. Music licensing by Source Audio. ad coordination by Red Circle. I'm Todd Maffin. Thanks for

Starting point is 00:09:51 listening. Again, no episode tomorrow, special episode Monday, and we'll be back to the regular ones on Tuesday. It's just a lie. I could go on living, living another thousand lives. I don't want to give up. I still love you when we talk. I did something stupid bad enough to make you walk.

Today in Digital Marketing - When CPG DTC Ad CPCs Kill ROAS

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