Category Archives: Advertising

Apple’s Winning Twitter Strategy

During this month’s Apple Event, when Apple announced new product releases for the world to drool over, Twitter felt more like a farmers market than a social media platform. As a Project Fi advocate, images of a sleek phone with a technicolor screen didn’t do much for me. What did catch my attention was Apple’s use of Twitter advertising strategies to promote and ultimately own their #AppleEvent.

Apple’s Paid Media Wins   

The most impressive aspect of their recent media push was their paid strategy. Instead of buying placements across multiple platforms, they picked one digital platform that’s highly relevant to tech lovin’ early adopters and focused their paid social efforts there. According to Digiday, they purchased a promoted trend, “like a reminder” custom placement and promoted tweets. This single platform focus demonstrates confidence in both their audience and the platform, which is prime advertising real estate for events, trends and conversations.

They also took time to create promoted tweets in 12 different languages, like the example below. This further indicates that they know their target audiences and want to connect with them through a relatable experience.

Apple’s Owned Media Misses  

In my opinion, a big missed opportunity for Apple was its continued organic silence on Twitter. They have never tweeted and an #AppleEvent didn’t change that organic strategy. Over the years, organic social media content has seen a decline in reach, causing a decrease in engagements. Typically when we run digital advertising campaigns, we see an increase in profile traffic and engagement, indicating that the most engaged members of the audience want a place where they can engage with a brand immediately after seeing an ad. By not tweeting organically, Apple missed out on organic reach and engaging with superfan conversations.

Apple’s Earned Media Love

Last week’s paid strategies directly impacted their earned media love. Promoting a trend was a brilliant idea, which gave #AppleEvent extra exposure and probably greatly impacted usage and engagement, like this user’s tweet:

What did you think of Apple’s Twitter takeover last week? Did it inspire you to join the conversation, or better yet, pre-order an iPhone XS? Let me know in the comments below!

Olivia Ward is a Director of Digital Strategy at CenterTable, where she creates digital marketing strategies that make client dreams come true. She has more than 10 years of experience helping brands find and target their audience IRL and digitally.

How To Implement Google’s Responsive Search Ads

Having a hard time deciding what to put into those three Headline fields in the recently updated Expanded Text Ads in Google? Tired of running manual A/B tests on your ad copy? Responsive Search Ads (RSAs) may be the solution you’ve been searching for.

How Responsive Search Ads Work

RSAs are dynamic search ads that adapt to a user’s query through machine learning. Advertisers can enter up to 15 headlines and three descriptions and Google will test out various combinations, learning which perform best over time. Read more after the jump…

Google Expands its Expanded Text Ads … AGAIN!

Sheesh! I take one little vacation and come back to a brand new set of rules for ad copy character limits in Google. These changes to Expanded Text Ads were announced in relation to responsive search ads earlier this month, but they just rolled out this past week – of course while I was floating on a tube in the middle of the Lake of the Ozarks.

The Skinny on the Expanded Expanded Text Ads

Remember back in 2016 when Google went from standard text ads to expanded text ads, adding a second headline, combining two descriptions into one longer description, and adding two URL paths instead of a display URL? Well, they’ve gone and done it again. Read more after the jump…

Lessons Learned While Implementing Google Ad Grants Policy Updates

Earlier this year we outlined a collection of changes to the Google Ad Grants policy affecting more than 35,000 nonprofit organizations – and promptly set out to review all of our nonprofit client accounts for compliance.

What we found were varying degrees of action required within each of our managed nonprofit Ad Grants accounts. Here are a few lessons learned and insights (and maybe a gripe or two) we picked up along the way. Read more after the jump…

Is Traditional Advertising Dead? Not if you ask Shaq

Shaquille O’Neal in a Ring advertisementWhile traditional advertising is on the decline, now being taken over by targeted digital ads and YouTube stars, it’s certainly not dead. Just ask Shaq.

In the world of public relations, one of the primary communication vehicles to reach target audiences five to 10 years ago, the mass media, has shrunk dramatically. It’s no secret that prominent newspapers and magazines have shuttered, and those that are still publishing are a fraction of the size they used to be. News departments at TV and radio stations have downsized dramatically as well. Certainly, the decline in advertising sales, particularly classified ads for newspapers, have had a dramatic impact on the media. What’s more, how people consume news, watch or listen to music and entertainment, has also shifted. Consider a Pew Research study that showed six in 10 young adults are turning to online streaming, like Netflix and HBO go, to watch TV. What this means is that all of us are seeing advertising in a much different way than a decade ago.

That said, I was intrigued by a recent Real Sports segment that featured Shaquille O’Neal and the fortune he’s made in the nearly decade since he’s retired from the NBA as an ad pitchman.

Read more after the jump…

Google Ad Grants Changes in 2018: What Nonprofits Need to Know Now

Early this month Google is rolling out some pretty drastic changes to the Google Ad Grants program, which provides up to $10,000 per month in free ad spend on the Google search network to 501c3 nonprofit organizations.

It’s clear by the nature of these changes that Google is making a major push for quality. According to Google, these policy changes are intended to “raise standards of quality for our free advertising grants” program which currently serves more than 35,000 nonprofit organizations.

Here are the major account management changes nonprofits need to know about – and act on – now:

Increased Click-Through Rate Requirements

Read more after the jump…

A Case for Animation & Motion Graphics

A Case for Animation & Motion Graphics | CenterTable Digital AgencyAnimation and motion graphics provide an alternative method of storytelling that lights and cameras might not always be able to. Whether it’s quantitative data and graphs or bouncy shapes and vectors, animation offers limitless creativity to implement and communicate visual ideas. There are several key benefits to implementing motion graphics into your video marketing strategy.
Read more after the jump…

5 Videos You Might Have Missed This Year

Regardless of which side of the aisle you sat on, 2017 was pretty incredible. This year found itself embroiled in some of the most polarizing cultural, political and technological developments the world has ever seen. In a society increasingly connected in a web of social media outlets and platforms, we were collective witnesses to moments that defined humanity, and moments that divided it. Ad agencies, news outlets and production companies naturally responded to the ebb and flow of the cultural mainstream and its socio-political undercurrents by producing increasingly relevant, provocative and entertaining content.

As director of media production at CenterTable, I am always on the lookout for the latest and greatest in media and advertising. This year I compiled a list of 5 social videos produced in 2017 that stood out to me in technical prowess, innovation and boldness. This list includes everything from social media ads to TV commercials. Let’s dive right in (in no particular order).

Read more after the jump…

Reddit is becoming an intriguing outlet for advertisers

Advertising on Reddit has been available for quite a while but horror stories from brands that tried to engage on the platform with out taking into account it’s unique structure andcommunities have served as warnings to marketers that weren’t building campaigns that “fit” with users of the platform.

The platform has over 330 million people engaging on the site each month and has become big enough that it can no longer be ignored. In the past few months, Reddit has made a number of changes that make it a viable digital advertising option. More so then nearly any other digital option out there, a Reddit campaign has to be built to be something that Redditors will embrace.

Read more after the jump…