Stripes Agency 11/20/2020

The 2,000-year-old Marketing Hack

Facebook is improving its Rights Manager to help content creators make more moolah. Instagram is rolling out a new search method and letting users opt out of personalized ad targeting. Finally, YouTube is introducing Audio Ads. 

Facebook Wants to Help You Maximize Revenue
This week Facebook added another way for content creators to claim monetization rights on reposted content. Creators can now set up rules that detect duplicated content across Facebook and Instagram to claim ad revenue. Read more.

You Can Now Opt Out of Personalized Ads on Instagram
Instagram users now can choose if they want to be targeted with more personalized ads or not. Third-party data informs a lot of Instagram’s targeting, but in case that’s too creepy for users, the platform is now letting users choose for themselves.  Read more.

YouTube Introduces Audio Ads
A lot of YouTube users jam out to music or listen to podcasts without ever looking at their screens. So YouTube is rolling out audio ads designed to help marketers reach users who do more listening than watching. While YouTube is still in the early stage of testing, they say they’ve already seen some significant lift. Read more.

Instagram Search Update #NoHashtagsNeeded
Instagram is upgrading its users’ ability to search within its platform. Previously, you could only search using hashtags, but now you’ll be able to search using keywords. It’s still unclear, though, how Instagram decides which posts are relevant to your search. Read more.

💡 Media Insight
Keep Your Match Types Straight. (Good Luck!)

If you’re not in the weeds of paid search you might not be familiar with Google’s four keyword match types: broad match, modified broad match, phrase match, and exact match. 

Google has made changes to keyword variance and that means we should also start to rethink how match types work. 

It can get really confusing, but the guys over at the Paid Search Podcast broke it down nicely in this episode. They challenged paid search marketers to rethink what they’d learned about match types and start to look at the possibility that:

A 4-word pure broad match keyword can function as phrase match
A 1-word exact match keyword can function as pure broad match
A 4-word modified broad match keyword can function as exact match

🤯🤯🤯… right?

Sure, it seems unnecessarily complicated. But if you understand how keyword match types function, you can take advantage of their nuances. 

Here’s what we suggest: 

DO 

Implement a 3- to 4-word pure broad match keyword and give your account some adventure while maintaining a level of control. (And, of course, be a hawk on your search terms while you run this.)

DON’T 

Use 1-word exact match keywords, because even though it’s an exact match, inevitably you’ll drive traffic that more closely resembles the traffic quality of a pure broad match. 

For instance, if you have an account with a really high CPA, throw a pure broad match 3- to 4-word keyword into your account and see where it takes you. We tried it recently for a client and saw CPAs 50% lower than what we’d been averaging. How’s that for 🤯?

🎨 Creative Insight
Go ahead… persuade me.

We’ve talked about direct response being in an advertising category all its own. But how do you get someone to directly respond to your message? Just ask Aristotle. 

Like we learned in junior high, the Aristotelian Model of Persuasion tells us to use logos (logic), ethos (believability), and pathos (emotions) to build an effective argument. 

So any time you want to persuade your target audience to give up their email address, subscribe, make a purchase, give a donation—literally take any action whatsoever—you have to ask yourself these questions before you hit “Publish”:

Is my argument logical?
Is it believable?
Does it move people emotionally?

The third point is most important because any decision to respond, no matter how small, is an act of the head informed by the heart. After all, we feel before we think. Even if it’s just by a fraction of a second.

So what’s the bottom line? Don’t forget the Aristotelian Model of Persuasion to power up your marketing—keeping in mind that it doesn’t matter how smart you sound or how factual your message is. If it doesn’t move the heart, it won’t move the needle.

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