Amazon will survive the HQ2 fiasco. Its bigger problem is winning over reluctant advertisers

Amazon | February 22, 2019

What a week it's been for Amazon. The company accustomed to being slobbered over by local municipalities got a cold welcome when it tried to expand to New York City, and ended up pulling out. It was another sign that the public's goodwill toward big tech is fading.

Spotlight

The star of today’s digital marketing arena is pay per click advertising. When someone wants to advertise on the internet, they run straight to Google, Bing, or another ad center to buy PPC ads. Depending on your specific conversion rate and click/call costs, you may find that your calls cost less per conversion than clicks. With a cost of $1 per click, and a conversion rate of 2%, you're paying $50 per conversion. With a cost of $10 per call, and a conversion rate of 40%, you're paying $25 per conversion.

Spotlight

The star of today’s digital marketing arena is pay per click advertising. When someone wants to advertise on the internet, they run straight to Google, Bing, or another ad center to buy PPC ads. Depending on your specific conversion rate and click/call costs, you may find that your calls cost less per conversion than clicks. With a cost of $1 per click, and a conversion rate of 2%, you're paying $50 per conversion. With a cost of $10 per call, and a conversion rate of 40%, you're paying $25 per conversion.

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Facebook to Remove Its Restrictions on Ads Which Include More than 20% Text in the Main Image

Facebook | September 24, 2020

The long-standing rule had been shifted to less stringent over the years, with this week marking their complete abandonment of the 20% text rule. Media buyers in Facebook’s platform began to notice recently a big change: their images were no longer being disapproved for a lot of text. When the Change Was Noticed. It’s been confirmed via a few sources the long-standing rule for Facebook Ad images being no more than 20% text has been sunset. Buyers started receiving direct communication from Facebook this week regarding this change: Prior to this communication, media buyers were noticing the text overlay tool page was redirecting: At that time, no Facebook documentation had been updated, but this appears to have been updated in the past few days. While it still gives tips on reducing text proportions in ad images, it now stops short of saying to keep it at 20%. Instead it now cautions the 20% metric as a best practice.

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Blockchain in Digital Marketing: More Customer Confidence – and Innovative Advertising Methods

T-Systems International | April 20, 2021

Concerns around online activities, such as cybersecurity, data privacy, and transparency, are affecting digital marketing. Blockchain technology will help in the stabilization of customer trust in the digital world. It will increase the credibility of online ads, brand honesty, cross-promotion with influencers, and reward customers for data sharing. Due to the monopoly or duopoly, platform companies such as Facebook pose threats to multiple industry leaders in digital marketing. Furthermore, data scandals fueled skepticism in the digital advertising industry. Both users and advertisers believe that control over their data is slipping away from them. Blockchain technology allows marketing organizations to work more autonomously in the advertisement industry while also increasing the credibility of their product and corporate communications. How? The blockchain's key feature is that it maintains data on decentralized servers in several locations rather than in a single centralized repository. These distributed data records (blocks) are inextricably linked together to form a chain. Every computer (peer) in the network receives the same unalterable data copy. This has the advantage of no longer requiring all market players to trust a single repository – and therefore no central point of attack for cybercriminals or vulnerability to technical malfunctions. The concept is similar to an online document held in a decentralized location that can be modified continuously through several computers. This lays the groundwork for more transparent, secure, and reliable solutions in digital marketing. Brand and product transparency Any marketing agenda mainly focuses on sustainability. Many businesses claim to be sustainable. But how are they going to prove it? Blockchain technologies can enhance brand integrity within the supply chain management process, for example, by ensuring that products have been packaged or shipped sustainably – 2 important conditions when the products are organic. As a result, an Industrial Control System (ICS, for example, T-Systems) writes all data into a blockchain that is synchronized for all players, including the manufacturer, delivery agent, and retailer. This procedure allows customers to obtain facts about the sources of their products as well as monitoring information. In reality, the cloud2cloud combination of the Cloud of Things (T-Systems) and the SCP (SAP Cloud Platform) utilizes Internet of Things (IoT), blockchain, and machine learning to monitor the supply chain of the apples used in a smoothie (use case of T-Systems, pdf). Consumers can trace the direction and origin of organic apples using IoT data, supply data, and origin data – and do a fact check on the brand's value proposition. This enables businesses to sell their products as sustainable with much greater credibility. Blockchain is on the rise For the time being, high prices, the failure of real-time apps to attain commercial viability, and a lack of sector-wide initiatives are preventing widespread adoption. While some potential blockchain applications are still unclear, it is beginning to transform the digital world. In the digital advertising ecosystem, blockchain can increase transparency, confidence, and productivity. It will soon become a force in digital marketing rivalry that marketers cannot continue to neglect. T-Systems has already pioneered individual solutions to help companies get started with blockchain. Several pilot projects have already been initiated, and sector-wide experience sharing will be a critical next step. Marketing organizations who wish to stay competitive can into the processes that blockchain can simplify or even monetize.

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Amazon DSP Program PPC Advertising Campaign Business Agency Clear Ads Shares Insights About Amazon Reviews

Amazon | November 08, 2021

Amazon DSP Program PPC Advertising Campaign Business Agency Clear Ads Shares Insights About Amazon Reviews Clear Ads states, "There is one vital aspect driving Amazon success that many sellers overlook, and that's building – and maintaining – a strong review profile." Reviews are one of the most important factors that influence the decision stage during the consumer purchasing journey. The company points to a statistic by the US software company Power Reviews that estimates an increase from zero reviews to one review can boost the likelihood of conversion by as much as 65%. Reviews also prove to be just as vital to the seller. "Customer reviews are a massively valuable form of feedback, enabling retailers to conduct in-depth sentiment analysis and adapt their approach as needed to engage customers," says the Amazon PPC agency. An increase in retailers shifting to online operations is creating an incredibly competitive marketplace where reviews can instantly be the major differentiator between products with similar features, functionality and price points. Following an investigation launched by the Financial Times into suspicious activity regarding enabling or facilitating fake reviews, Amazon now takes a very strict approach to product reviews. However, Clear Ads outlines some of the most effective ways to build a strong product review profile on Amazon that are easy to implement: Generate reviews organically. Ask for reviews. Cross-sell. Offer an incentive. Select products for the early reviewer program. Enroll in Amazon vine. And when it comes to handling any poor reviews that may come in, Clear Ads suggests, "Embrace them. Poor reviews are an opportunity to learn. They're also an opportunity to demonstrate your commitment to providing great buying experiences for your customers." About Clear Ads Clear Ads is a paid advertising agency focusing on Amazon and Google for small and medium-sized enterprises around the world.

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