Stripes Agency 02/05/2021

🍋 Easy peasy lemon squeezy!

Big Tech is facing regulation around the world, and it can be a lot to keep track of. Fortunately for us all, Digiday put together a cheat sheet — easy peasy! Meanwhile, Facebook has launched a new test for “topic exclusions” meant to give brands more control of where their ads are shown. And finally, Instagram builds out a Professional Dashboard to centralize data and resources for business accounts. 

Digiday’s Cheat Sheet to Anticipated Big Tech Regulations by State
Big Tech data regulation has become a global trend. From mandated revenue share in Australia and France to more local discussions state-side, governments are turning their attention toward moderating Big Tech’s power. It’s a lot to keep up with, but fortunately Digiday has our back. Want the gist? In the U.S., privacy bills are starting small, with individual states. Meanwhile, big tech companies “want a single [federal] law to comply with, rather than many [state laws] — especially if it’s weaker than what states have on the books. Read more.

Facebook Tests New Placement Exclusions
Facebook will be launching a test of a new placement narrowing feature called “topic exclusion.” The purpose of the topic exclusion feature is to further cater to an advertiser’s brand suitability preference, and the controls allow advertisers to select specific topics to avoid. Read more.  

NEW: Instagram’s Professional Dashboard
This week Instagram rolled out a new Professional Dashboard that pulls together performance data, monetization tools, and educational resources to live in the same space. Instagram will continue to build out the dashboard, which users with business accounts can now access on their profile in the Instagram app. Read more.

💡 Media Insight

Leverage Your Top Search Keywords to Inform Landing Page Messaging 

This week we bring you hard-won wisdom straight from the trenches. Consider it a case study of sorts: 

The Client 

We run paid search and social for an industry-specific SaaS company with a goal of driving qualified leads for product demos. The client’s product has several service offerings for various solutions relevant to different industry niches.

The Challenge

As their first exposure to paid search and social, our challenge was to hone in on the messaging for each niche. On paid search, we tested an array of keywords that spoke to different components. After running the campaigns and looking at the data, we noticed the best leads were coming from a similar search term. 

The Solution

We used that as an insight into our audience — how they think about their problem — and then designed a landing page to speak to address how the software solves the problem. We worked with the client to develop a new landing page focused solely on the top keyword and explaining the value of the software and how it would address the customer’s pain point. 

The Results

After implementing this landing page into our non-brand search campaign, we improved conversion rates by 38% and decreased CPAs by 28% month-over-month.

Damn. 

The Takeaway

🎨 Creative Insight

Rethink Creative Thinking

Have you noticed that your same-ole-same-ole creative brainstorms lose their potency over time? That’s because creativity, unlike other skills, doesn’t get better with repetition. It might be time to shake things up a bit.

With many of us still working remotely, getting in a room together with a whiteboard or stack of post-it notes for a brainstorming session isn’t possible. But even if it was, are whiteboards and walls of post-it notes always the way to go?

A recent study says no. In fact, it goes as far to say, “To get better at creativity, you need to do some creative thinking about creative thinking.”

It might be that your team needs to change the time of day you brainstorm. Everyone might need to change the room they’re in, or if weather permits, do that Zoom call outdoors. Heck, you might even ditch Zoom altogether and use Google Hangouts instead and have everyone pick their favorite (and better, tbh) background.

The key to getting out of a brainstorm rut is disruption. So however you have to disrupt the routine during your next brainstorming session, do it… and watch the best ideas flow. 

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