Blog

Speak to WHY for Google AI

Google BERT Algorithm

AI has undeniably changed how brands understand their customers and interact with them.  Today's AI understands consumer motivations more deeply than what is typed into a search box.  Gone are the days when all you had to do was embrace the established definitions of search intent.  Now to compete successfully in the Paid Search channel you must embrace the role of AI, customize your ad copy to specific customer motivations, and do it at scale.  

Read More

How RSAs Killed the ETA Star

blogbanner_etadeprecation_052522

The deprecation of ETAs are a continuation of a Google strategy to automate the paid search customer journey using NLP and Machine Learning technology.  As innovations in AI advance, search engines are leveraging these technologies to enhance user experience by understanding the relationships between words in user queries and advertiser content in order to generate the best possible customer journey for every query.

Read More

Zombie Keywords 101

blog_zombiekw_042022

Zombie keywords are enabled keywords that are not receiving traffic. Isolating these keywords into new ad groups and getting them paired with the right ads can bring them to life, creating opportunities for growth and increased market share.  By bringing zombie keywords back to life, you can unearth value that has been lying dormant and is only waiting to be realized. How many of your zero impression keywords are zombies? Find out how you can reanimate zombie keywords to create new pathways that help you add revenue to your paid search account.

Read More

New data challenges marketers’ assumptions about their followers' personality traits

MotiveMetrics

We recently conducted a survey of more than 125 marketers (31 percent CMOs), asking how they would characterize the personality of their company’s Twitter following. The findings demonstrate that most marketers are not able to accurately identify the key personality traits that trigger purchase decisions. While more than half (62 percent) of respondents indicated their following was susceptible to discount offers, MotiveMetrics data shows that only 12 percent respond to discount offers. In fact, 79 percent of the followers were coupon-averse meaning at best they aren’t swayed by a coupon and at worst are turned off by products that are marketed with a coupon.

Read More

Motivation Analysis: The Key to Making Splash Pages that Convert

motivationanalysis-1The brain can process an image in 13 milliseconds—a rate of about 75 frames per second. This means from the moment the user hits your page they are forming impressions about your brand, products or service offerings. Today, most blog posts will offer a few universal strategies for creating splash pages that convert; feature real people, use benefit statements, write pithy headlines, keep important elements above the fold.

Read More

Why Scarcity Marketing Doesn’t Work for Every Brand

scarcitymarketing_blogimg

Psychology provides marketers with a tremendous amount of research and knowledge about effectively engaging customers. In fact, a lot of commonly used marketing techniques are deeply rooted in psychological functions (e.g. social proof, scarcity, anchor pricing etc.) In order to use these techniques most effectively, it’s critical to understand the psychological differences between target audiences. Psychological traits, enduring patterns of behavior, provide the context needed to understand how techniques like scarcity marketing would impact engagement for a particular audience.

Read More

Why Personal Values are the Key to a Great Marketing Campaign

valuesIn 1997, Steve Jobs explained one of the most important principles of marketing in six words: “To me marketing is about Values.” He goes on to describe how some of the most iconic and successful brands resonate with customer’s personal values. This is a principle worth expanding upon.

We all live by a set of values that are important (or unimportant) to us. Some people value having fun and seeking adventure (Hedonism). Some value having influence and control over subordinates (Power). Still, others value helping people and making the world a better place (Benevolence). Values are beliefs and goals that transcend specific situations to motivate behavior. Understanding what consumers value is important because, much like personality traits and other individual differences, values have demonstrated powerful predictive ability in a number of customer experience and marketing operations. Values have also been shown to predict a variety of specific purchasing behaviors from choosing a new pair of sunglasses to purchasing environmentally friendly or organic products.

Read More

Why marketers advertise to consumers who can’t afford their product

jaguarsuperbowl

Advertising dollars are spent to reach potential consumers and inform them about a product, and perhaps the single largest American venue to do this is the Super Bowl. Companies that buy ad time during the Super Bowl have the potential to extend the reach of their ad if it makes a splash and gets talked about in the follow-up news cycle, so it’s no wonder so many companies are willing to pay top dollar for Super Bowl ads. However, it would seem this money would only be well spent if the Super Bowl audience included a large proportion of potential consumers for a given product; otherwise, how would such a massive expense pay off?

Read More