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Google’s Head of Technology Platforms On How First-Party Data & AI Will Transform The Ad Industry — For The Better

Advertising
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Google's Head of Technology Platforms On How First-Party Data & AI Will Transform The Ad Industry — For The Better Welcome to HubSpot's Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.   Earlier this month, Google Chrome took another step in its plans to phase-out third-party cookies. And yet HubSpot Blog Research reports that 83% of marketers are still leveraging third-party cookies in some capacity. I get it – it takes time to shift both mindset and strategies. And change can be scary. But when I spoke with Steve Yap, Google's Head of Google Marketing Platform - Americas, he expressed his enthusiasm and excitement for the future of advertising. “We're at this inflection point, and we are working across the industry to rebuild advertising as we know it,” Yap says. “We will redefine it, and we'll do so with a consumer-centered, privacy-forward viewpoint and perspective — and that's pretty motivating.” Here, I spoke with Yap to explore what the current data privacy landscape looks like, how marketers can build consumer trust with first-party data, and the role of AI in a cookie-free world. Let's dive in. A Consumer-Focused Marketing Strategy Needs Privacy at the Forefront Privacy has become a top concern for most consumers. Not only are 81% of consumers worried about how companies use their personal data, but 72% say they're more likely to buy from companies they trust with...

The 18 Most Creative Ad Campaigns in History

Advertising, behavioral targeting
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The 18 Most Creative Ad Campaigns in History I've always been a little leery of proclaiming anything "the best." I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them. So it was a little difficult for me to come up with just one "best" advertisement of all time—which is why there are 18 in this post instead. But why are these some of the best ads of all time? Because of the impact they had on brand growth and because they hit on some universal truth that makes them memorable years after they first began. In fact, some of us might not have even been alive when these campaigns first aired. But to know what makes an advertisement great, you must first understand what an advertisement is. Advertisements Types of Advertisements Advertising Campaign The Best Advertising Campaigns of All Time (And What Made Them Successful) Nike: Just Do It. Coke: Share a Coke Absolut Vodka: The Absolut Bottle Anheuser-Busch: Whassup (1999) Miller Lite: Great Taste, Less Filling (1974) Always: #LikeaGirl (2015) Volkswagen: Think Small (1960) Google: Year in Search (2017) Dos Equis: The Most Interesting Man in the World (2006) California Milk Processor Board: Got Milk? (1993) Metro Trains: Dumb Ways to Die (2012) Apple: Get a Mac (2006) Clairol: Does She or Doesn't She? (1957) De Beers: A Diamond is Forever (1999) Old Spice: The Man Your Man Could Smell Like...

How to Prevent Click Fraud

Advertising
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How to Prevent Click Fraud When it comes to business, the old adage "You’ve got to spend money to make money," couldn’t be more true. Aside from the financial outlay to develop your product and manufacture it, and all the overhead that comes with owning a business, you are responsible for marketing your product so the public knows that your product exists. You’ve set aside some marketing dollars to spread awareness and attract people to your brand and your website. You’ve looked into a variety of advertising options, and determined that pay-per-click (PPC) advertising is a sound way to spend your marketing budget. After all, you only pay when users click on your ad, so you only pay to advertise to people who are at least mildly interested in what you offer. PPC advertising can provide a healthy return on investment – unless you become the victim of click fraud. By understanding what click fraud is, and being aware of the tools that are available to protect yourself and your investment, PPC can be an excellent choice to market your business. What is click fraud? Click fraud happens when a person or a bot clicks on an ad, button, or hyperlink to trick the platform into thinking there is more interaction than there actually is. With PPC advertising, click fraud can happen for one of two reasons: The website owner who is hosting the ad will click...

Quora Ads: Are They Right For Your Business?

Advertising
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Quora Ads: Are They Right For Your Business? When you think of online advertising, what’s the first thing that pops into your mind? Google? Facebook? YouTube? If you limit yourself to those digital media giants, you could be missing out on a more targeted market that is reaching 300 million users every month. What Is Quora? And Who Uses It? Quora is a social question-and-answer website, founded in 2009. Over the years, Quora has earned a reputation for crowd-sourcing the best responses to questions based on a Q&A engine of curious and highly engaged users. In June 2017, Quora launched its advertising services, and businesses are seeing significant ROI from advertising on Quora. Why? Quora users are 20% more likely to have authorized a business purchase. They’re 65% more likely to report a college degree. They’re also 37% more likely to be a manager. And they’re 54% more likely to report an annual household income of more than $100K. Even more interesting? 63% of Quora users conduct research before major online purchases. In the United States, Quora users are highly educated and primarily live in West and East Coast metropolitan areas.* With demographics like that, Quora Ads might be the perfect way to connect with your target market. Let’s dig deeper into why Quora makes sense for advertising, explore what advertising options are available, and delve into best practices for running ads on Quora. Quora Ads When you’re ready to launch your first Quora Ad campaign, you’ll be pleasantly...

How to Prepare an Advertising Plan [Free Template]

Advertising, behavioral targeting
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How to Prepare an Advertising Plan Turning an idea for an advertising campaign into reality isn’t exactly simple, but it always begins with creating a concrete and detailed advertising plan. Your plan will help you present a clear path for return on investment (ROI), get buy-in from leadership, and share your proposal with relevant stakeholders.  Follow Along With HubSpot's Free Ad Plan Template   In this post, we’ll explain what an advertising plan is and highlight the major sections you should include in your advertising plan so you can guarantee your next campaign is a success.  Advertising Plan Template Pro Tip: HubSpot created the following advertising plan template for you to download so you can organize your advertising campaign — it's broken down into relevant sections and can be shared with your stakeholders when it’s completed. In it you'll find: Advertising campaign outline,  Advertising campaign timeline, and  Advertising budget template. Download this Advertising Planning Kit Now let's dive into how you can prep your ad plan.  How to Prepare an Advertising Plan Before you jump into your tactical advertising ideas, the first step in the process is to provide those reading your ad plan with a high-level overview of your initiative. 1. Provide an overview of your advertising plan. Specify the following elements so anyone reading your plan will have a basic understanding of what your campaign is and what you're trying to accomplish: Campaign Name: Make the campaign...

The Ultimate Guide to Advertising in 2022

Advertising, behavioral targeting
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The Ultimate Guide to Advertising in 2022 When you hear the word advertising, what comes to mind? Do you think of banner ads on your favorite website? Those hilarious Super Bowl commercials? The billboards along the highway or posters in the subway stations? While most of us have a pretty good idea of what advertising looks like, we often struggle to nail down exactly what it means — and how to do it well. From the printing press to pop-up ads, advertising has certainly changed with the times. Despite this, though, the need for advertising hasn’t changed, and neither have the techniques and best practices that make for quality advertising. That’s what we’ll cover in this guide. Advertising is one of the oldest types of marketing and aims to influence the actions of its audience to buy, sell, or do something else. Good advertising is designed to be extremely influential, memorable, and, at times, risqué. But, how does advertising work? How does advertising work? Advertising has a simple principle — get people interested in a product being sold. After arousing interest, the goal is to persuade people to purchase the product, even if they hadn’t previously thought about buying it. Ads work by using psychology to influence the way people think and feel about a product or service. Depending on the goals of your ad campaign, advertising can go to work for your company in a variety of ways: To raise awareness of your brand...

Rich Media Ads: 6 Steps to Create Them + Brand Examples

Advertising
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Rich Media Ads: 6 Steps to Create Them + Brand Examples Recently, I was scrolling online and I came across an ad for Narcos. While I can easily ignore most banner ads online, this one stood out. It included interesting videos and animation. This was a prime example of rich media ads. A rich media ad is an excellent, modern ad format for marketers to consider. In fact, one 2018 study found that rich media ads outperform standard banner ads by 267%. With statistics like that, it's time to consider incorporating these ads into your paid media strategy. Below, let's discuss what rich media ads are and how they're different from other ad formats. Then, we'll review how to create one for your company and look at some examples to inspire your own ad campaigns. Rich media ads usually take much more time, effort, and capital to create. Why? Well, a static ad typically includes only three elements: An image, a CTA, copy. Rich media ads, on the other hand, can incorporate various multimedia elements and allow users to interact in multiple ways. So, why do brands use rich media ads? Well, rich media ads are engaging and dynamic in a way that other ad types aren't. They usually lead to more interaction, increased conversions, and a higher clickthrough rate. Since many people have banner blindness like me, creating an ad that your audience wants to interact with isn't easy. Rich media ads are a great way to create...

6 Types of Advertising Brands Are Investing In This Year

Advertising
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6 Types of Advertising Brands Are Investing In This Year And just like that, another year is (almost) in the books. As marketers begin to map out their 2022 marketing plans, it's the perfect time to dust off the crystal ball and predict what will shape the industry over the coming year. There's certainly a lot to consider — the continuing impact of the global pandemic, the massive shift to digital advertising, and the rise of platforms like TikTok — to name a few. Simply put, what worked for your marketing strategy in the past might not fly in 2022. Ready to explore the future of marketing? Let's look at all different types of advertising, and the 6 types brands are investing in this year. 1. Video Advertising As marketers look for innovative ways to engage audiences, video has become an integral part of the conversation. Video advertising uses videos to promote products and services, educate or entertain consumers, and reach new audiences in an engaging way. But let's be honest — video isn't a new, "up-and-coming" strategy. It's here, and its impact is already undeniable. And with the popularity of video-related platforms like YouTube and TikTok, it remains a top priority for marketers. 2. Social Media Advertising It's hard to imagine any company successfully marketing its offerings today without a social media account. With over 4 billion people on social media, it's easy to see why companies gravitate to this medium. Social media advertising serves paid ads...

How Advertisers are Navigating iOS 14’s Mobile Tracking Changes

Advertising
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How Advertisers are Navigating iOS 14's Mobile Tracking Changes It's been several months since Apple's iOS 14 update went into effect and the dust has begun to settle. One of the main questions has been, "How are advertisers handling the mobile tracking changes?" Earlier this year, we talked about how this change could impact advertisers, but now, we want to follow up. Have any new strategies evolved? What have advertisers been doing to reach their target audiences? In this post, we'll discuss how advertisers have navigated the iOS 14 mobile tracking changes and give you a few tips on how to have continued success with social media and online advertising. Wait, what happened with the iOS 14 update? To summarize, at the beginning of 2021 Apple released a new update that would impact the way that advertisers reach their audience. With the iOS 14 update users needed to opt-in, or give permission, to an app to track their activity outside of the platform. So, why were advertisers and marketers concerned? Well, a lot of ad campaigns target audiences based on their behavior online. If an app can't track that information, ads will become less personalized, and in turn, could be less effective. The concern for marketers was that they wouldn't be able to deliver their ads to people based on certain activities, like if they'd visited their website, for example. This meant that ads would likely have smaller audience sizes and less accurate reporting. Additionally, with this update...

What Are Responsive Search Ads and Why Should You Use Them?

Advertising
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What Are Responsive Search Ads and Why Should You Use Them? As a marketer, we've been talking about personalization and responsive advertising for some time now. And that trend isn't going away. In 2019, 72% of display ads were responsive (more than double what they found just two years previous). Additionally, the ways people search are changing. Google found that 15% of search queries every day are new searches they've never seen before. That's why starting June 30, 2022, responsive search ads will be the only search ad type that can be created or edited in Google standard search campaigns. The goal is that this change will help simplify the way you create search ads and make it easier to drive performance. To prepare for this upcoming change, let's discuss what responsive search ads are and the best practices for creating them. The goal is to show a different combination of titles and descriptions for different users depending on their unique queries and search history. Google will alternate between the titles and descriptions, showing 32,760 different versions of the ad. Then, the search engine will find the most effective title and description combination and use it the most often. Responsive search ads are a simple and strategic way to create an effective PPC marketing strategy. You can boost your engagement and reach more potential customers with the most effective version of your ad.   Responsive Search Ads vs. Dynamic Search Ads...