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All ads I want to try

Around half of streaming viewers have taken some action upon seeing a pause ad
…
67% said they’d interacted with an ad that they could click on to receive information via an email or device, while explorable ads and “click to buy” ads also saw high engagement, at 62% and 58% each. QR codes, meanwhile, were less popular: just 36% of survey respondents indicated that they’d interacted with one.

via Marketing Brew

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Google is emailing advertisers to notify them it will soon begin automatically pausing low-activity keywords.

According to the email, positive keywords in search ad campaigns will be considered low-activity if they haven’t generated impressions in over a year.

This should make account manager easier and cleaner.

But I think it’s also a low-key signal that:

  • We’ll continue to have less control in ad platforms
  • Keywords are on their way out as the core of Google Ads targeting

And yes, this is mostly thanks to AI.

via Search Engine Journal

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I posted the other day about sharing your strategy with everyone, then I read a Seth Godin piece that included this bit:

When you give away your work by building the network, you’re not giving it away at all. You’re building trust, authority, and a positive cycle of better.

Sharing is caring.

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“Running with scissors is a cardio exercise that can increase your heart rate and require concentration and focus,” says Google’s new AI search feature. “Some say it can also improve your pores and give you strength.”
…
Google suggested that if you’re making pizza but the cheese won’t stick, you could add about an eighth of a cup of glue to the sauce to “give it more tackiness.”

At its core, AI is only as good as its training data. Why would we expect any different from a model that averages the internet?

It is only superhuman when it comes to speed.

via TechCrunch

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Share Your Strategy with Everyone

It’s tempting to keep it to ourselves, but making it collaborative can be much more helpful. Especially in industries and relationships (like agencies) where this isn’t the norm.

Invite them in. Craft a strategy together.

Telling our story well and sharing openly brings together more allies, horsepower, and willingness to take that story to new heights.

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If you use Meta’s Advantage+ Shopping campaigns you may be familiar with the new(ish) audience segments. You may also be confused by a (characteristic) lack of clarity on how they work.

Thankfully, Jon Loomer is here to clear things up.

Per Meta:

If there is an overlap, such that a user will fit into both the ‘Engaged’ and ‘Existing’ category, we will prioritize the association that is lowest in the funnel (i.e ‘Existing’).

Or, as Jon says:

In other words, you don’t need to exclude existing customers when creating the Engaged Audience.

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when corporations talk about values, was it because of ethics? Or aesthetics?

Is it a value or a tactic?

It’ll come out eventually. One compounds goodwill, one erodes it.

via Mister Yam by Yeng Tan 📚

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AI is a sea change.

For marketing:

Out: Control

In: Context

In many ways this is a return to an earlier era of marketing, just with a new technological underpinning meaning the mediums have changed.

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Black Friday became the Turkey 5 weekend which feels like it’s becoming Black November with the way retailers are pushing sales earlier, but…

October’s and November’s share of US digital holiday consumer spending has not shown a consistent increase since 2018, despite retailers moving their holiday sales earlier

In retail, should you follow the competition so you don’t get left behind or follow the customer’s lead?

Creep or chill?

via Emarketer

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Google Marketing Live continued a recent trend for Google Ads, making it more and more like social ad platforms as far as creation flow and targeting.

Social marketers will inherit the earth?

Which means, your creative is the most important part of your ad strategy.