Glossy’s Post

Display ads aren’t going anywhere anytime soon. There’s probably one to the right of this page — but did you notice it? This year, marketers and CMOs continue to tap into the $225 billion online advertising business to serve targeted content and ad campaigns that are relevant, engaging and, above all, valuable to audiences. And ad spend on digital banners for mobile and desktop is projected to grow 9.4% and 3.8%, respectively, this year, according to Statista. In Digiday’s first-quarter 2024 survey, a larger percentage of respondents (75%) said that they currently use display ads compared with those who said they used display ads at the same time last year (61% of respondents) — an increase of 14 percentage points. Display ads are a trusted media channel among most marketers due to their accessibility and proven outcomes. “Display, to me, is still the easiest channel to buy,” said Laura Knebusch, svp of CPG marketing and consumer experience at household products manufacturer Georgia-Pacific LLC. “I would say it delivers an effective and efficient outcome for us.” #displayads Story by Dania Gutierrez-Flores

Digital ads meet direct mail—and the lines are blurring. Tom Fleming from Adstra Digital breaks down how digital media's evolution is reshaping the ad industry, merging online tactics with the tangible impact of direct mail. Gone are the days when digital and traditional marketing operated in silos. In a world where consumer attention is fragmented, combining the precision of digital targeting with the physical presence of mail creates a powerful, multi-sensory engagement strategy. I couldn't agree more. Integrating digital insights to inform direct mail campaigns? That's not just smart. It's necessary. Why? Because in our fast-paced, digital-first world, the novelty of receiving something tangible in the mail stands out. It cuts through the noise. And when direct mail is driven by digital data, it's not just a shot in the dark. It's targeted, personal, and, above all, effective. Let's rethink our approach to blending digital precision with the undeniable impact of direct mail. The future of advertising isn't digital or traditional. It's both. Read more about how these worlds are merging and why it matters: [https://lnkd.in/eF99xkDD) Embrace the blend. It's the new frontier in advertising. Check this out: https://lnkd.in/epsJYyGH

Level up your Amazon advertising game with new-to-brand metrics. Every Amazon seller strives hard to drive sales & establish a brand presence among the pool of active shoppers. While chasing sales & ACOS, a crucial metric often gets overlooked: New-to-brand NTB metric allows you to measure the effectiveness of your campaigns in attracting first-time buyers.  NTB customers are the ones who haven’t bought from your brand in the past year. A low New-to-Brand (NTB) rate, below 10% for instance, suggests an opportunity to expand your reach and attract fresh customers. This indicates your current advertising efforts might be primarily focused on converting existing customers. NTB deserves more attention in your Amazon ads strategy. Here’s why? 1. New customer acquisition Indicator - It reveals your ad efficiency in reaching & converting new customers. 2. New product offerings - NTB helps you to identify products driving fresh customers for the brand. It helps in building products driving future growth. 3. Campaign Optimization - Identifying the keywords & the campaigns driving NTB sales enables you to optimize the campaigns with laser-sharp targeting. It empowers you to attract the right audience with the right product. 4. Building a sustainable future - While short-term metrics like ACOS matter, it is equally important to focus on building your brand & attracting new customers consistently. Let’s unlock the power of NTB data. Here’s how? 1. Driving premium products - Identify the keywords driving the NTB sales of premium products. Invest in separate campaigns for these keywords & maximize profitability from your high-value offerings. 2. Product category insights - Identify the product/s diving maximum NTB sales. These products or categories can fuel your future growth. It can also help in discovering new product categories to focus on 3. Outsmart the competition - Analyze the NTB performance of your competitor targeting campaigns. Identify the strategies most effective in attracting customers from your competitor’s audience & double down on those tactics.  Balancing short-term & long-term growth: While you focus on short-term metrics like ACOS & ROAS, it is equally important to prioritize long-term metrics like NTB.  It will ensure the influx of new customers driving sustainable future growth.

ACoS, or Advertising Cost of Sales, is a key metric for those running advertising campaigns. It represents the ratio of advertising spend to attributed sales and is calculated as (Ad Spend / Ad Sales) x 100. A high ACoS indicates that a large percentage of your sales revenue is being spent on advertising. If your ACoS is high but you're still generating sales, here are some steps you can take to optimize your advertising campaigns: 1. Analyze Keywords: Review the performance of the keywords you are targeting. Identify which keywords are driving high ACoS and assess whether they are relevant to your product. If certain keywords are not performing well, consider adjusting your bidding strategy or excluding those keywords from your campaign. 3. Adjust Bids: Modify your bid strategy based on the performance of your keywords. If a particular keyword is driving sales with a high ACoS, consider lowering the bid to reduce costs. Conversely, if a keyword is performing well, you may choose to increase the bid to capture more impressions. 4. Negative Keywords: Identify and add negative keywords to your campaign. Negative keywords help prevent your ads from being displayed for irrelevant searches, which can improve the overall efficiency of your campaigns. 5. Refine Targeting: If you are using product targeting or category targeting, review your selections. Ensure that your ads are being shown to the right audience. Adjust your targeting options to reach customers who are more likely to convert at a lower ACoS. 7. Landing Page Optimization: Ensure that the landing pages for your ads are optimized for conversions. A well-designed and user-friendly landing page can improve the likelihood of a sale and contribute to a lower ACoS. 8. Budget Allocation: Review your daily or campaign budgets. If you have campaigns that are consistently delivering a high ACoS, consider reallocating budget to more successful campaigns or adjusting daily limits. 9. Regular Monitoring and Adjustments: Advertising platforms and customer behaviors change over time. Regularly monitor your campaigns, analyze performance data, and make adjustments as needed to adapt to market dynamics. By carefully analyzing your advertising data and making strategic adjustments, you can work towards improving your ACoS while maintaining or increasing sales. Experimentation and continuous optimization are key to achieving a balance between advertising spend and sales performance.

𝐒𝐮𝐩𝐞𝐫𝐜𝐡𝐚𝐫𝐠𝐞 𝐘𝐨𝐮𝐫 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐀𝐝𝐬 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐭𝐡𝐞 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐏𝐢𝐱𝐞𝐥 The Facebook Pixel is not just another piece of code to add to your website; it's a powerful tool that can supercharge your advertising efforts and maximize your ROI. 𝐇𝐞𝐫𝐞'𝐬 𝐰𝐡𝐲 𝐢𝐭'𝐬 𝐬𝐨 𝐜𝐫𝐮𝐜𝐢𝐚𝐥: 1️⃣ 𝗔𝗱𝘃𝗮𝗻𝗰𝗲𝗱 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴: The Facebook Pixel allows you to track the actions users take on your website after clicking on your ad. From page views to purchases, it provides valuable insights into user behavior, helping you understand what works and what doesn't. 2️⃣ 𝗣𝗿𝗲𝗰𝗶𝘀𝗲 𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: With the data collected by the Pixel, you can create highly targeted audiences for your ads. Whether you want to retarget users who abandoned their carts or reach people who have similar interests to your existing customers, the Pixel makes it possible. 3️⃣ 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲𝗱 𝗔𝗱 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: By analyzing the performance of your ads in real-time, the Pixel enables you to make data-driven decisions to optimize your campaigns. You can identify which ads are driving conversions and allocate your budget more effectively to achieve your advertising goals. 4️⃣ 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Personalization is key to engaging your audience and driving conversions. The Pixel allows you to deliver personalized ads based on user's interactions with your website, creating a more relevant and compelling experience for them. 𝐒𝐨, 𝐰𝐡𝐚𝐭 𝐚𝐫𝐞 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐬𝐮𝐠𝐠𝐞𝐬𝐭𝐢𝐨𝐧𝐬 𝐟𝐨𝐫 𝐜𝐥𝐢𝐞𝐧𝐭𝐬 𝐥𝐨𝐨𝐤𝐢𝐧𝐠 𝐭𝐨 𝐦𝐚𝐱𝐢𝐦𝐢𝐳𝐞 𝐭𝐡𝐞𝐢𝐫 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐀𝐝𝐬 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞? 1️⃣ 𝗜𝗻𝘀𝘁𝗮𝗹𝗹 𝘁𝗵𝗲 𝗣𝗶𝘅𝗲𝗹: If you haven't already done so, install the Facebook Pixel on your website to start collecting valuable data right away. 2️⃣ 𝗦𝗲𝘁 𝗨𝗽 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴:  Define the actions you want users to take on your website, such as making a purchase or signing up for a newsletter, and set up conversion tracking with the Pixel to measure these actions accurately. 3️⃣ 𝗧𝗲𝘀𝘁 𝗮𝗻𝗱 𝗜𝘁𝗲𝗿𝗮𝘁𝗲:  Don't be afraid to experiment with different ad creatives, audiences, and placements. Use the insights provided by the Pixel to continuously test and iterate your campaigns for optimal results. 4️⃣ 𝗦𝘁𝗮𝘆 𝗨𝗽𝗱𝗮𝘁𝗲𝗱: Facebook regularly updates its advertising features and tools, including the Pixel. Stay informed about these updates and leverage new functionalities to stay ahead of the competition. In conclusion, the Facebook Pixel is not just a tool; it's a game-changer for optimizing your Facebook Ads and maximizing your advertising ROI. #FacebookAds #DigitalMarketing #MarketingTips #FacebookPixel #ROI Feel free to reach out if you have any questions or need assistance in harnessing the full potential of the Facebook Pixel! 𝐋𝐞𝐭'𝐬 𝐦𝐚𝐤𝐞 𝐚 𝐜𝐚𝐥𝐥 𝐭𝐨 𝐝𝐢𝐬𝐜𝐮𝐬𝐬 𝐲𝐨𝐮𝐫 𝐠𝐨𝐚𝐥: https://lnkd.in/g3q-6cY2

Digital advertising and traditional advertising are two primary approaches businesses use to promote products and services, each with distinct characteristics, benefits, and challenges. **Traditional Advertising** Traditional advertising encompasses various forms of offline media used to communicate marketing messages. These include television, radio, print (newspapers, magazines), outdoor (billboards, posters), and direct mail. The key attributes of traditional advertising are its broad reach and established trustworthiness. Television and radio ads can capture the attention of a large audience simultaneously, making them effective for brand awareness campaigns. Print ads in reputable newspapers and magazines often carry a sense of credibility and authority. Outdoor advertising can reach a vast number of people in high-traffic areas, reinforcing brand messages through repeated exposure. One significant advantage of traditional advertising is its ability to create a tangible and immersive experience. For instance, high-quality print ads in glossy magazines can evoke a sense of luxury and exclusivity. Furthermore, traditional advertising is generally less intrusive than digital ads, as consumers are accustomed to encountering them in their daily lives without much disruption. However, traditional advertising has its limitations. It often involves high costs, especially for television and radio spots during prime time or large-scale billboard campaigns. **Digital Advertising** Digital advertising leverages online platforms and technologies to deliver marketing messages. This includes social media ads, search engine marketing (SEM), display ads, email marketing, and influencer partnerships. Digital advertising's defining feature is its capacity for precise targeting and real-time analytics. Advertisers can reach specific audiences based on demographics, interests, behavior, and location, allowing for highly personalized marketing efforts. One of the main advantages of digital advertising is its cost-effectiveness. Platforms like Google Ads and Facebook Ads offer flexible budgeting options, enabling businesses of all sizes to run campaigns within their financial means. Digital ads can be monitored and adjusted in real-time, optimizing performance and return on investment (ROI). . Digital advertising also excels in data collection and analysis. Marketers can track various metrics such as click-through rates (CTR), conversion rates, and customer behavior patterns, providing valuable insights for refining strategies. The ability to conduct A/B testing allows advertisers to experiment with different ad formats and messages to determine the most effective approach. However, digital advertising is not without its challenges. The online environment is crowded, leading to ad fatigue among users who are bombarded with promotional content . #Digitaltransformation #Digitalmarketing #SEO #PPC

AS AN ADVERTISER, THERE ARE SEVERAL KEY THINGS YOU NEED TO KNOW TO EFFECTIVELY PROMOTE YOUR PRODUCTS OR SERVICES. HERE ARE SOME IMPORTANT ASPECTS TO CONSIDER: 1. Target Audience: Understand your target audience, their demographics, preferences, and behaviors. This knowledge helps you tailor your advertising messages to resonate with them effectively. 2. Advertising Platform: Identify the best advertising platforms to reach your target audience. These could include social media platforms, search engines, display networks, or other mediums. Each platform has unique features and targeting options, so choose one that aligns with your goals. 3. Advertising Goals: Define clear and measurable advertising goals. Whether it's driving brand awareness, generating leads, increasing sales, or promoting a specific campaign, setting clear objectives will guide your advertising strategy. 4. Budgeting: Determine how much you are willing to invest in advertising and allocate your budget wisely. Consider the cost per click (CPC), cost per impression (CPM), or other advertising metrics to ensure your budget aligns with your objectives. 5. Compelling Creatives: Create engaging and attention-grabbing advertisements. Develop compelling visuals, well-crafted copy, and strong calls-to-action to entice your target audience to take action. 6. Testing and Optimization: Continuously test and optimize your advertising campaigns. Monitor key metrics, such as click-through rates (CTR), conversion rates, and return on investment (ROI). Use A/B testing, gather data-driven insights, and make data-backed decisions to enhance your advertising performance. 7. Ad Policy Compliance: Familiarize yourself with the advertising policies and guidelines of the platforms you're using. Adhere to ethical standards, avoid deceptive practices, and ensure your ads comply with the rules and regulations set forth by the advertising platforms. 8. Tracking and Analytics: Implement tracking tools, such as Google Analytics, to monitor the performance of your advertisements. Analyze data regularly to gain insights into consumer behavior, identify opportunities for improvement, and optimize your campaigns accordingly. 9. Integration and Consistency: Ensure your advertising efforts align with your overall marketing strategy. Maintain a consistent brand identity across different advertising channels, ensuring your communications are integrated and reinforce your brand message. 10. Stay Updated: Stay informed about the latest advertising trends, technologies, and best practices. The advertising landscape is constantly evolving, so make it a priority to stay updated and adapt your strategies accordingly. By keeping these factors in mind, you can enhance your advertising effectiveness and maximize the impact of your campaigns. Aniebiet U. LinkedIn COACH-IT S Adverts

Is ‘attribution or it didn’t happen’ your marketing team’s mantra? Come to terms with the fact that you will not be able to measure ROI on every single dollar you spend on advertising.  There, I said it. Word of mouth won’t show up in attribution (unless you ask after a purchase where they learned about you, and directionally estimate the activity of non-respondents). Content from influencers won’t show up in attribution (unless you give them referral codes, and a customer actually clicks those links). Billboards won’t show up in attribution (unless you use convoluted, probabilistic modeling, linked to smartphone visitation patterns and mobile IDs, to estimate exposure). Television won’t show up in attribution (unless you can aggregate data providers from set top boxes and automatic content recognition technology and integrate with mobile app data providers to track the behavior of audiences exposed to an ad on your website). The list goes on and on… But do you know what does come through in attribution?  Branded paid search and retargeting, which have taken WAY too much budget for too long. The customer journey is actually pretty simple.  People are exposed to advertising.  They learn about your brand’s offering from said advertising.  And some will even become customers.  At their own speed and their own convenience. But most of the time, you won’t be able to attribute any of this to a single message or medium. And that is OK. Does this mean that advertising shouldn’t be held accountable?  Absolutely not.  But marketing needs to be judged by the whole, not the sum of its parts.  It is irresponsible for agencies to both tout an ‘omni-channel approach’, while reporting on last-click attribution.  And it is a waste of time and a LOT of resources to try to stitch together multi-touch attribution.  I’m not saying that MTA has never worked, but I have yet to see it for any brands without a $100MM budget. But marketers that have access to the raw sales numbers, by SKU, by location, by distribution channel? That also have access to the buying platforms, that can take that knowledge and adjust advertising expenditure accordingly?  Now we are cooking with gas. Yes, there is often a lag in sales data, which takes away the ‘real-time’ nature of digital marketing that we have all become accustomed to.  And conversion data is the lifeblood of the algorithm, and can still help make some optimizations. But don’t fall prey to the attribution gambit.  Especially once cookies are a thing of the past (and they already are for 50+% of online activity), attribution is borderline useless. 

Whether you're optimizing for clicks, conversions, or ROI, these short-form terminologies are at the heart of every decision. Let's break down the essential terms that every marketer should know! These terminologies are not only used in performance marketing but they also used in general when you talk about a business no matter what type of business you are talking about, they are the core part of every business. Let get started! 🛑Cost & Pricing Models: These models define how advertisers are charged for their campaigns. They help control ad spend and allow for cost-effective targeting strategies. 📍CPC (Cost Per Click) – The money you pay When someone clicks on your ad. Common in search ads like Google Ads. 📍CPA (Cost Per Action) – The money You pay when a specific action (like a purchase or form submission) is completed. 📍CPM (Cost Per Thousand Impressions) – the money You pay per 1,000 times your ad is shown, whether people click or not. 📍CPV (Cost Per View) – You pay the amount when a video ad is viewed (or reaches a certain percentage of watch time). 📍CPL (Cost Per Lead) – the amount You pay when a lead is generated, such as a sign-up or registration. 📍PPC (Pay Per Click) – It's a general term for any advertising where you pay based on clicks. 🛑Performance Metrics: These metrics are key indicators of how well your ad campaign is performing, helping you gauge effectiveness and optimize as needed. 📍CTR (Click-Through Rate) – The percentage of users who clicked on your ad after seeing it. A higher CTR indicates strong relevance. 📍CR (Conversion Rate) – The percentage of users who take the desired action (like making a purchase) after clicking on your ad. 📍VTR (View-Through Rate) – The percentage of users who view your video ad to a certain point, often used in video ad campaigns. 📍CVR (Conversion Value Rate) – Focuses on the revenue generated per conversion. This is important in e-commerce where each sale may have a different value. 📍AOV (Average Order Value) – The average amount a customer spends per transaction. Higher AOV often correlates with more profitability. 🛑Financial Metrics: These metrics focus on the financial returns of a campaign, helping marketers evaluate profitability and campaign success. 📍ROAS (Return on Ad Spend) – Measures the revenue generated for every dollar spent on advertising. It helps evaluate the effectiveness of an ad spend. 📍ROI (Return on Investment) – A broader metric comparing the overall profit from a campaign to the total cost, including ad spend, production, and other expenses. 📍CAC (Customer Acquisition Cost) – The total cost of acquiring a new customer. Lower CAC means your marketing efforts are more cost-efficient. 📍LTV (Lifetime Value) – The total revenue a customer is expected to generate during their relationship with your brand. It helps in deciding how much you can spend to acquire that customer. . Follow for more✔️ #performance_marketing #digital_marketing #marketing_tips

To measure the success of your Amazon Sponsored Ad campaign, focus on the following key e-commerce marketing metrics: Detail Page Views: This metric shows how many people visited your product detail page after clicking on your ad. A high number of views suggests good ad visibility and interest in your product, while low views may indicate a need to improve ad targeting or bids. Conversion Rates: This is the percentage of page visitors who actually purchased the product. A higher conversion rate indicates effective targeting and product listing optimization, while a lower rate suggests issues with pricing, product relevance, or page content. Units Sold: This metric reflects the total number of units purchased through the ad campaign. A higher number of units sold directly correlates to the ad's success in driving sales volume. Total Orders: This counts how many individual orders were placed, which may include multiple units sold per order. It helps measure how many unique purchases your campaign is generating. Attributed Sales: These are sales generated as a direct result of your ad campaign. Tracking attributed sales helps you understand the financial impact of the campaign on your revenue. Advertising Cost of Sales (ACoS): ACoS measures the percentage of sales spent on advertising. It’s calculated by dividing ad spend by attributed sales. A lower ACoS means more efficient spending, while a higher ACoS may indicate that the ads are not performing optimally or that the cost per click is too high.