THE TSA WAY - AUDIENCE TARGETING - Our strategic vision - The Search Agency
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Subject: The TSA Newsle+er - January 2018
Date: Thursday, January 18, 2018 at 4:00:04 PM Pacific Standard Time
From: The Search Agency
To: Kareem Cervantes
JANUARY 2018
THE TSA WAY - AUDIENCE TARGETING
Our strategic vision.
Audience targeting using 1st - 3rd party data is the most powerful and precise way for brands to
meaningfully connect with new and existing customers. See how The Search Agency teams identify,
target, and engage core audience segments to foster brand growth within the socially dynamic digital
environment.
TSA THOUGHT LEADERSHIP Best ideas and practices in the world of digital marketing. Facebook Changes News Feed Algorithm Social media companies continually change algorithms to better serve both users and advertisers, but Facebook’s latest adjustment is turning heads. Facebook is changing the News Feed algorithm to favor posts from friends and family over businesses and publishers. This News Feed update aligns with Facebook’s goal to show highly relevant posts to engaged users with shared interests, prioritizing content that inspires conversation and interaction over passively consumed media. Organic posts that promote comments, reactions, and shares will benefit most from this new update. Brands that lack engagement on organic content could very likely see a decline in reach and other performance metrics. This update is scary for marketers and brands that heavily rely on an organic approach. Organic posts will still appear in the News Feed, but visibility might be limited if there isn’t a meaningful interaction between the post and user. This change will force brands to find new ways to engage organically while also promoting meaningful connections with their audience. For brands who lack this rich interaction, this update may require more spend on paid ads and boosted posts to reach users in the social space. Creating connected relationships with followers is now key to improving your organic social media strategy. Although this News Feed update affects organic posts, what impact will this have on paid ads? Facebook uses another method to determine the relevancy and value of a paid ad compared with organic posts. This update should have a limited impact on paid ads, only having a negative effect on ads that are boosted posts with low organic engagement. For tried and true social advertisements, we expect engagement and efficiency to be maintained, and perhaps, see an improvement due to reduced brand congestion in the user's News Feed. Advertisers should continue using the same methods and best practices to optimize their paid advertising campaigns. TSA NEWS What's new at The Search Agency?
TSA Joins the Think with Google Advisory Council The Search Agency has been asked to join the Think With Google Advisory Council! Think with Google is a resource hub for marketers where they will find data that Google is exploring and the trends they are tracking along with forward-looking perspectives and behind-the-scenes looks at digital campaigns—across industries, platforms, and audiences. As an adviser to the council, TSA will provide direct feedback on projects Google is working on and gain exclusive insights from the company in return. For more information on the Think With Google program, click here. TSA TUTORIAL Learn from the best in the game! Customer value. Understanding it, identifying it, and optimizing toward it will be the focal part of strategic conversations in 2018. Paid Search Associate Director Mila Lazarevic walks us through going beyond last click attribution to optimize for expected user value.
TSA PROFILE
Who's Who at The Search Agency?
PHILLIP JOE
Senior Director of CRO & Creative Services
Phillip Joe is the Senior Director overseeing Creative and CRO at The Search
Agency. He leads the agency's creative and conversion efforts for all of its
performance channels. He has been in digital advertising for about 12 years.
Q: You do a lot of work with display ads. What tools and practices seem to be trending the
most in your opinion?
A: Many people out there are incorporating video into their display ads and are leaning more
towards custom than automated. With more people wanting to go custom, ad-serving platforms are
offering self-serving creative suites which makes creating custom ads more accessible to users.
However, there are limitations on those suites with what can be done creatively and functionally.
Q: What makes a good display ad?
A: It is important to identify the type of consumer you want to target with your ads. Audience
targeting options, like geographic and behavioral targeting, allow you to target your display
campaign to the audience(s) you want to reach.
If you want your ads to draw the awareness or consideration of your prospects, it is necessary to
use a clean and visually interesting design. One way to bring your banner ads to life is by using an
image or graphic that represents your business value or customer benefits, as well as your product
or service name. This way your prospects will better understand if your product and service can
benefit them.
Q: How much time/effort/money should businesses be putting into Creative/CRO?
A: It depends on your marketing strategy and channel mix, but on average brands should think
about allocating between 10-15% of their budget on the creative or CRO. When it comes to video,
display and social, the creative assets are one of the largest components of campaign success.
Q: What is something unique about you most people would not know?
A: Well I make homemade soaps now. I like experimenting with different fragrances and essential
oils. It was something I use to do back in college and picked it back up a few months ago.
THE TSA BLOG
Tips and perspective from our very own crew.
Tips and perspective from our very own crew. An Introduction to Cryptocurrency About two years ago, one of my friends hailed his belief in Bitcoin and explained how he moved his entire life savings onto a hardware wallet and memorized his private alphanumeric key. He sounded like a character from a Neal Stephenson novel — gritty, daring... The post An Introduction to Cryptocurrency appeared first on The Search Agency. Read more Build Better Creative with These 9 Best Practices The scope and world of display advertising have evolved extensively, growing from simple static images to include video, rich media ads and much more. When developing creative, there are a few best practices that can be leveraged in order to improve user experience and maximize... The post Build Better Creative with These 9 Best Practices appeared first on The Search Agency. Read more Blockchain Tech for SEO: How the Technology Behind Bitcoin Will Change Search Unless you’ve been living under a rock for the past few years, you’ve probably at least heard of Bitcoin by now. Traditional investors and analysts have been predicting its downfall for years, repeatedly calling it a bubble and comparing it to the tulip mania of... The post Blockchain Tech for SEO: How the Technology Behind Bitcoin Will Change Search appeared first on The Search Agency. Read more WHAT WE'RE READING Articles and think pieces from our friends.
The Google Speed Update: Page speed will become a ranking factor in mobile search Starting in July 2018, Google will finally use mobile page speed as a ranking in their mobile search results. Read more These 100 Companies are Leading the Way in A. I. The A. I. revolution is coming - and one research firm has identified the most promising startups. Read more It’s Time for Creative to Retake Center Stage Has programmatic put great creative on the back burner? Read more Google Lens an Impressive Start for ‘Visual Search’ While it makes lots of mistakes, it also gets lots of things right. Read more
www.thesearchagency.com Share this email: Manage your preferences | Opt out using TrueRemove® Got this as a forward? Sign up to receive our future emails. View this email online. 801 N Brand Blvd #1020 Glendale, CA | 91203 US This email was sent to kareem.cervantes@thesearchagency.com. To continue receiving our emails, add us to your address book.
You can also read
