TikTok is preparing to enter the search ads market, competing with Google and Microsoft to expand its offerings and capitalize on its growing user base. With robust features such as its Keyword Insights tool, TikTok's platform offers compelling audience targeting options, making it an effective way to reach younger, more
engaged audiences.
TikTok's Search Ads: Because Who Needs Google When You Can Have Endless Dance Challenges TikTok, the popular short-form video app, is reportedly preparing to enter the search ads market, putting it in direct competition with Google and Microsoft. This move is part of TikTok's ongoing efforts to expand its offerings and capitalize on its rapidly growing user base, which is largely comprised of Gen Z and millennial users. While Google has long dominated the
search ads market, TikTok's unique audience targeting options and robust features could make it an appealing alternative for advertisers looking to reach younger, more engaged audiences. TikTok's search ads platform will allow businesses to bid on specific keywords and phrases related to their products or services, just like they would on Google. During the beta test rollout last year,
testers confirmed that when search ads were enabled, advertisers could gather the search terms responsible for conversions and leverage those high click-through rate search terms as headlines for their best-performing TikTok videos, resulting in additional benefits. For consumers, TikTok's entry into the search ads market could mean more relevant and targeted ads. If advertisers are able to
more effectively target their ads to specific audiences, consumers may be more likely to engage with those ads and find products and services that are relevant to their interests. However, TikTok's foray into the search ads market is not without risks. Google has a massive head start in this market, and TikTok will need to offer compelling features and competitive pricing in order to attract
advertisers away from Google's platform. Additionally, TikTok will need to ensure that its search ads platform is user-friendly and does not detract from the user experience on the app. Despite these challenges, TikTok's entry into the search ads market represents a new opportunity to reach younger, more engaged audiences. By offering a new advertising platform with robust audience targeting
options and unique features, TikTok may be able to provide advertisers with a more effective way to reach these valuable demographics. TikTok's Keyword Insights tool is an example of the unique features that may make its search ads platform more appealing to advertisers. This tool helps advertisers discover the top keywords that resonate with their audience and industry, allowing them to
incorporate those keywords into their ad copy and increase their chances of success. The tool provides a listing of the most commonly used terms in TikTok ads, and advertisers can see how often those words have been used, what the click-through rate of the respective ads has been (on average), and more. By tapping on the 'Details' element at the right of each example, advertisers can gain
even more insight into how each term has been used in each ad, including whether it's more commonly used as text or voiceover in clips. Advertisers can also view examples of the specific videos that include those terms, providing full context into how other brands have seen success with their copy. This is a good way to learn more about what's working and what's not in the app and hook into
key trends as they arise. The tool also allows users to filter the listings by the last 7, 30, or 120 days, providing a good base for research and helping to optimize TikTok outreach approaches. Of course, effective TikTok ads still require standout visuals and an organic approach that aligns with the presentation style of the app. But in combination with its recently added Top Products data
and its other listings of Top Ads and ad creative in its Creative Center tools, there are now multiple ways for advertisers to glean more insight into effective TikTok ad approaches, for free, within the platform. TikTok's entry into the search ads market represents a significant opportunity for advertisers looking to reach younger, more engaged audiences. TikTok's unique audience targeting
options and robust features may make it an appealing alternative to Google's platform, but TikTok will need to offer compelling features and competitive pricing in order to attract advertisers |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
WWE has reportedly discussed legalizing sports betting on scripted wrestling matches with state regulators, proposing a plan in which wrestlers would not be told who will win until a few hours before the event. The company is targeting Michigan, Colorado, and Indiana for legalization and working with accounting
firm EY to develop methods to seal planned results. WWE could cite legal betting markets for the Academy Awards and Emmys as precedent for their proposal. The company is also fielding bids from potential buyers, with Vince McMahon seeking $9 billion for the wrestling media empire. Silicon Valley Bank (SVB) has informed at least four clients that
wire transfers could be delayed, and its support phone lines were recently inaccessible. Some clients also reported issues with logging in to the company's website to access account information and make transfers. The bank's customer support agents have reportedly informed clients that the systems are down, wires are backed up, and there is no way to wire money over the phone. Some clients have successfully sent wires throughout the afternoon, while others are reportedly facing delays.
Rival banks, including JPMorgan, have attempted to convince some SVB customers to move their funds. Microsoft's search engine Bing has reached 100 million active users for the first time, boosted by a million new Bing preview users, just a month after launching its AI-powered search engine. Meanwhile, Spotify has reached the milestone
of half a billion listeners, and introduced new promotional tools for artists and podcasters, including the ability to track and RSVP to events, send promotional merch and unique offers to listeners via email. The growth of Bing and Spotify demonstrates the growing interest in AI-powered search engines and the popularity of podcasts and music streaming services. Marketing trends evolve constantly, and it's important for marketers to keep up with the changes. In an effort to prevent brands from holding onto outdated marketing strategies, Ross Simonds has outlined a few trends that marketers need to let go of in 2023. First, pop-up ads are intrusive, aggressive, and can negatively impact a website's rankings. Second, posting irrelevant content frequently can lead to customer disengagement and lower rankings. Third, marketers
need to focus on social engagement rather than spamming content. Fourth, businesses should not solely rely on Google for SEO work. Finally, focusing on followers as a vanity metric can be detrimental to the brand. Instead, marketers should focus on key metrics such as click-through rates, responses, bounce rates, and conversion rates. By embracing these changes, brands can build a more profitable marketing strategy. Amazon India has promoted Anirban Roy, the former Head of Marketing for Amazon Devices, to the new role of India Performance Marketing Director. Roy joined Amazon in 2016 and has over 16 years of industry experience, having previously worked for Pepsico, ITC, and Infosys. He started his career as a software engineer at Infosys. In his new role, Roy will be responsible for driving Amazon's
performance marketing efforts in India. Creatip, an independent digital marketing agency representing Korea and Japan, has won the B2B marketing award in the Korea/Japan region, making it the only agency to receive the award in 2023. The agency has been recognized for its excellence in marketing performance and has won several awards,
including the silver award in the independent marketing agency category in 2022 and the bronze award in the social media and B2C marketing categories in 2021. This recognition has helped Creatip win the Agency of the Year award for three consecutive years in the Korea/Japan region. The CEO of Creatip, Daniel Kong, expressed his delight at winning the award and vowed to continue delivering the best possible results through creative performance marketing for clients targeting the Korea and Japan
market. Marketers are scrambling to enhance their first-party data strategies as the deprecation of third-party cookies looms. However, effectively managing the collection, organisation, and activation of first-party data is a complicated task. The following four tips can help marketers get started: (1) Begin with broad identification
of three to five key audiences before narrowing the focus; (2) create a central location to house all first-party data to gain a single view of the customer; (3) prioritise high-quality data sources such as loyalty programs, transaction data, and website and app behaviours to replace the loss of third-party cookies; (4) update your tech stack, including data collection tools, loyalty program tech stack, and marketing automation tools to better activate first-party data. Additionally, comply with
privacy regulations such as the General Data Protection Regulation in the EU and the California Consumer Privacy Act. d measurement has become more challenging due to signal loss, but Chief Data Officer at Digitas North America, Jen Faraci, has said there was never perfect measurement. External factors that marketers couldn't control
for have always existed, from word of mouth to human error. Therefore, Faraci advises marketers to have a multimethodology approach to measurement instead of being a religious devotee to one technique, as it provides a mechanism for validating what you see and helps explain away any noise that may have entered the model. |
You're looking for an edge in your online marketing.
Interest: ADOTAT.com is the answer. Our library of resources has been compiled by some
of the world's top internet marketing experts, and it's constantly updated with new information, case studies, and strategies.
We want to help you succeed online - that's why we offer this information for free. It's our way of giving back to the community and helping people achieve their business goals.
Sign up now and gain access to our entire library of resources!
Want to advertise? Contact pesach@lattin.us |
|
|
Snapchat is introducing a chatbot named “My AI” that will be powered by
OpenAI’s latest version of ChatGPT. The goal is to make the bot available to all of Snapchat’s 750 million monthly users, but initially, it will only be available to paying Snapchat Plus subscribers. Snap CEO Evan Spiegel believes that AI chatbots will become a part of everyday life for more people, and the messaging service is well-positioned to offer this feature. READ MORE NOW
LISA CHAIKIN AND AWIN: EXPERIMENTING WITH SUCCESS IN AFFILIATE MARKETING
Affiliate marketing has become a vital marketing tool for brands across various industries. Lisa Chaikin, the Group Marketing Director at Awin, a leading affiliate marketing platform, shares her insights on the benefits and importance of affiliate marketing channels. Awin has been a mainstay in the affiliate marketing industry since 2000 and has grown from 88 employees in the UK to over 1,400 worldwide. READ MORE NOW!
FTC CHARGES COMPANY FOR REVIEW HIJACKING ON
AMAZON Online shopping has become a common practice in recent years, and it has become increasingly important for customers to rely on product reviews to make informed decisions. As a result, online marketplaces like Amazon have created features that allow customers to rate and review products. However, it has become a growing concern that some companies are manipulating these features to deceive
customers. For the first time, the Federal Trade Commission (FTC) has filed charges against a company for “review hijacking.” READ MORE
WHAT IS THE FUTURE OF IN-GAME ADVERTISING?
Intrinsic in-game
advertising and measurement may be the future of marketing and advertising. Cary Tilds, Chief Strategy and Operations Officer at Frameplay, believes that the power of immersive and interactive content will drive significant engagement for all brands, big and small. This concept applies not only to gaming and the Metaverse, but to all content and media channels. READ MORE NOW
YES, BLACK INFLUENCERS ARE TREATED DIFFERENTLY AND PAID LESS. Black influencers are treated differently, paid less, and seen as less serious than their white counterparts. This is a problem that has persisted in the influencer marketing industry, even with the increased focus on diversity, equity, and inclusion (DE&I) in marketing. Black influencers face significant challenges, such as pay inequity and a lack of brand partnerships, that make it difficult for them to succeed in the industry. READ MORE |
|
