Navigating options for your social ad spend can be challenging.
We often receive this question from our clients, particularly as everyone is locking down their 2018 budgets: How much should we budget for social media advertising?
The short answer is that there is no short answer. A simple Google search for “how much should I spend on social media advertising” will provide results that range from industry averages to advertising as a percentage of your overall social media marketing budget. The problem with those figures and averages is that they don’t consider your business’ unique needs and/or budget at this moment (or for the first quarter or first half of 2018).
Here are some questions to consider as you think about social media advertising and your 2018 marketing budget: Read more after the jump…
It’s that time of year again: That time when nonprofits start to think about capitalizing on the charitable mood that tends to spike around the holiday season.
But here’s the problem: Just about every nonprofit across the country is having this same inclination. Take Colorado, for instance: We have Colorado Gives Day every year in early December, which is a 24-hour period in which Coloradans are encouraged to give to their favorite registered nonprofit. The nonprofits who raise the most then receive an extra funding boost from an incentive fund created for that day.
But with all that competition, there’s plenty of noise, especially in the digital space. So how do you help your campaign stand out?
That’s a question many clients have posed to us — so much so that we’ve developed a bit of a playbook; one that has shown to be particularly helpful for smaller nonprofits looking to fully dive in to the holiday giving season for the first time. Read more after the jump…
Facebook is attempting to keep more users on its platform by introducing a slew of new features that mirror its competitors. This week, Facebook revealed that Stories will soon be open to business page accounts that might actually make use of the feature. Additionally, Facebook is testing a résumé feature that puts it in competition with LinkedIn, and it implemented screen-sharing in Facebook Live, which eliminates the need for third-party software. Facebook knows that to stay alive, it has to keep changing.
I logged in to our Google AdWords account one day to find that my keywords were no longer where I expected them to be. Apparently, some of our pay-per-click (PPC) ad accounts had magically been migrated over to the shiny new AdWords interface that has been rolling out over this past year. Frustrated, I found myself looking for the hidden exit door that would transport me back to the safety and comfort of the old, familiar interface with which I’d become intimately acquainted over the years.
I actually had to pause for a moment and talk myself down. Is change really so bad? Might I (gasp!) actually like the new platform? Find value in its new functionality? Experience improved efficiency? Learn something new? Or maybe even remind myself of the value in adapting to change in life in general?
This new look and feel is taking some getting used to. And I admit that there have been a handful of times when I have jumped back over to the old interface to check off a quick hit on my list of to-dos in the name of efficiency or to complete a task not yet available in the new interface. But by and large, despite the ability to revert back, I’m trying hard to push through the uncomfortableness that comes with change and just roll with it, recognizing that change can very well be a good thing.
So, if you’re feeling a bit curious about what’s on the other side, don’t be afraid to click that little “Try the New AdWords” button at the bottom of your screen. You might just find that you like it (and you can still find your way back if you don’t – at least for now).
Both Snapchat and Pinterest announced new “lenses” in the past week, aimed at improving user experience and engagement. First reactions – both concepts are very impressive. We also highlight the flip side of the coin with brands – how much is too much with creative campaigns, to the point that it turns off audiences? To be sure, we’re walking a fine line in marketing and communications.
Wall Street Journal: The Danger of Assertive Advertising A new study tells us that consumers are turned off when being told what to do. In fact, one aspect of the study resulted in consumers spending only half as much as a result of more assertive ads. Much like our audience-first approach at CenterTable, it’s a case in point that knowing your audience (how they behave, what they expect and what they want) is always the first strategic step in any marketing communications campaign. Read more after the jump…
Ready or not, the time to convert to Expanded Text Ads (ETA) in Google pay-per-click (PPC) advertising is here.
Earlier this year, Google introduced ETAs, which provide more space for ad text over the standard text ads we’re used to, and they are better optimized for the mobile experience.
ETAs have been available to most advertisers for a few months now and many have already started to make the switch and see positive results. If you haven’t already tackled this project, don’t panic (yet!). Google will continue to support and run your existing ads until January 31, 2017. However, after that you will no longer be able to edit those existing standard text ads or create new ones – you will have to make the switch and create new expanded text ads moving forward. Read more after the jump…
Having survived the first few months in my new role as a mother of two, I now find myself back in my old role as digital marketer and reflecting on my short time away…
It was 3am. The familiar sounds of a newborn cry had come again all too soon for my sleep-deprived state of mind. I stumbled down the hall in my bare feet and frumpy ol’ bathrobe grumbling to myself about how many more hours of sleep I could hope to get before the sun came up.
As soon as I caught the scent of that sweet baby girl, all was forgiven. With the lights out, we settled into the rocking chair for the third middle-of-the-night feeding that night. As she drifted off into her milk-drunk sleepy state of happiness, I aimlessly scrolled Facebook on my phone.
I recently caught a segment on CBS Sunday Morning about a Spanish language TV show called “Sábado Gigante,” a three-hour program that airs every Saturday night and is viewed by millions of people in the U.S. and in 40 countries around the world. The interview included Don Francisco, the gregarious host who has missed just one week in the 53 years since the show began. Amid declining viewership over the past few years, particularly among younger viewers, the show is ending its historic run.
That’s just one example of how TV viewing habits have changed dramatically over the past decade, particularly among the Gen X and Y viewers. Many in these age groups are forgoing cable TV in favor of the massive on-demand content of Hulu, Netflix and Amazon Instant Video. According to a Retrevo “Pulse Report,” 23 percent of people under 25 watch most of their television content online compared with just 8 percent of people over 25.