Display
Lindsay Tarnowski
The Case for Responsive Display Ads

As marketers, we like to think we know what’s best for our clients and the campaigns we set up for them (job security, right?), but sometimes, leaning on the algorithm is the best road to take.

The Case for Responsive Display Ads

All You Need to know About Google Merchant Center Next

We don’t know about you, but with all the “updates” and new rollouts Google has been doing this year, it has been hard to keep tabs on everything. You may or may not have heard about the rollout of Google Merchant Center (GMC) Next, but according to Google all classic accounts will be migrated in September. Worried there are steps for you to take? Well there’s no need, outlined below are all the “need to know” details about GMC Next! 

What is Google Merchant Center Next:

A simplified platform for clients to manage their products on Google, making it easier to troubleshoot and fix product data errors and streamline the setup process. No action is needed from the client side to set up the account, Google will automatically migrate classic accounts over, including the account setup (eg: shipping, taxes, and rules). Revel recommends auditing the setup post-account migration to ensure all settings are accurate, we know Google isn’t perfect. 

Using Google Merchant Center Next:

To better familiarize yourself with the new platform, Revel recommends switching back and forth between the classic account view and the Next platform to understand what has changed and where things have moved. To return to the classic GMC click the help question mark in the top right and at the very bottom of the drop-down screen you’ll see “Use Classic Merchant Center”. 


A change we’ll have to get better acquainted with and lovingly say goodbye to from the old view, is active vs disapproved products in the feed. You will no longer have the nice, quick visual of green approved products or be able to quickly see when there are red disapproved products, bummer we know! You now have to pay extra attention to the Overview page or go to the Products section on the left side navigation and select “Needs attention” to know what products are disapproved or getting limited visibility. 


Old view:



New view:

Curious to know where to find the actual product feed? Google moved this section to the top right of the page. Click on the gear icon (Settings & tools) and select Data Sources

 

The Analytics section has remained the same but is still a very resourceful tool to understand how products are performing over time, what products are popular, competitor insights, pricing comparison and more. 

What’s New in Google Merchant Center Next:

Product Studio

AI-powered, the new Product Studio will allow clients to improve product images by removing or adding backgrounds and color, create lifestyle scenes and more. This feature is only available for US, UK, CA, AU, IN and JP markets, currently. 


Automatically find products

Google will crawl your website and automatically add products from a client’s online store to the Merchant Center. We do not recommend opting into this setting because Google can pull in products purposefully excluded from the feed, for example.

GMC Next is here to stay, understanding the changes in platform, how to navigate around and the new tools available is imperative to stay relevant as a brand in the Shopping landscape. If you have any questions about the new interface please reach out to Revel, we are always happy to help!

Photo: © Nikada from Getty Images Signature

The Future of Marketing: How Influencer and Affiliate Marketing Trends Will Evolve

The world of marketing is changing fast, and influencer and affiliate marketing are leading the charge. These strategies have been game-changers for brands, helping them connect with their audiences, build trust, and boost sales. But guess what? The best is yet to come! As new trends, tech, and consumer habits shake things up, influencer and affiliate marketing are set to get even more exciting.

In this blog, we're diving into how these marketing powerhouses are evolving. We'll chat about everything from the rising demand for authenticity and transparency to the growing popularity of micro and nano influencers. Plus, we'll look at how e-commerce and shoppable content are becoming more intertwined with these strategies. On the affiliate side, we'll explore cool new developments like advanced tracking and the buzzworthy card-linked offers. Get ready to stay ahead of the curve in this ever-changing marketing landscape!

The Evolving Landscape of Influencer Marketing

1. Greater Emphasis on Authenticity and Transparency

With influencer marketing becoming commonplace over the past few years, there has been a greater emphasis on authenticity and transparency amongst influencers. According to Nielsen, 92% of consumers say they trust recommendations from individuals (even if they don’t know them) over brands.

Today’s audiences are quick to sniff out when products are being pushed their way, so it’s vital that brands collaborate with influencers who genuinely believe in their products and create compelling, engaging content. We recommend brands vet influencers based on their past posts and engagement to ensure they align with the brand and your desired audience. High follower counts don’t necessarily equate to a stronger ROI for your brand, and oftentimes, smaller influencers with more engaged followings can deliver more authentic, captivating content.

Transparency has also grown increasingly important in influencer marketing. Influencers must adhere to FTC guidelines regarding disclosing material connections between themselves and brands, and not doing so can damage a brand’s reputation. Also, in order for audiences to trust an influencer and purchase based on their recommendation, influencers should be disclosing their paid promotions by utilizing in-platform disclosure features.

2. Rise of Micro and Nano Influencers

For a long time, most brands assumed that the bigger the influencer, the more impactful it would be to partner with them. However, increasingly, micro influencers (those with 10,000 to 100,000 followers) and nano-influencers (those with 1,000 - 10,000 followers have become the most trusted amongst audiences. This is because these influencers are everyday people who have built their followings based on their passions and interests, rather than because they are celebrities or high-profile people. 

Micro and nano influencers are appealing to brands to work with because they typically don’t require massive budgets and are often able to reach a more niche, target audience. These influencers have demonstrated authenticity with their followers, and therefore their followers are more likely to trust their recommendations and engage with their content. 

As influencer marketing continues to grow as a percentage of brands’ marketing budgets, micro and nano-influencers are charging more for their services (advertisers have seen 10-20% fee jumps YoY, according to Digiday). This growth in costs is due to a variety of factors: the maturing of influencer marketing as an industry, increased pay and deal transparency, and the evolution of influencer partnerships beyond social media to include event appearances, content usage rights, etc. Given rising costs, brands are expanding their strategies to include launching brand ambassador programs, negotiating pricing via long-term contracts, and enhanced gifting programs in exchange for content.

3. E-commerce Integration and Shoppable Content

Influencer marketing and e-commerce go together perfectly. Shoppable content, like interactive product tags and in-post purchase links, transforms your content from passive to active, allowing customers to click and buy without ever leaving the page. A prime example of this is Amazon’s “Amazon Live” feature where influencers and brand ambassadors host live streams to showcase products and interact with viewers in real-time. Some streams offer a peek behind the curtain at product development or share stories about the creation process, adding an authentic touch and fostering a deeper connection between the brand and its audience. By harnessing the genuine appeal of influencers and the sophisticated features of social platforms, brands can boost sales, increase engagement, and forge lasting relationships with consumers.

4. Growth of B2B Influencers 

Although most people think of influencer marketing in the context of B2C brands, B2B influencer marketing is one of the biggest opportunities in B2B marketing strategies today. The global B2B eCommerce market is worth 5x that of the B2C market, so there exists huge opportunities for companies to work with industry leaders, decision makers, and professionals to boost their brand awareness and sales. 

Research by TopRank Marketing found that 88% of B2B marketers saw an increase in brand reputation and 72% saw an uptick in brand awareness through authentic influencer collaborations. Similar to B2C influencer marketing, it’s vital that companies partner with influencers with similar target audiences to their own and who align with their brand messaging. 

The Future of Affiliate Marketing

1. Enhanced Tracking and Attribution

Affiliate tracking captures essential data for marketers implementing affiliate programs - including clicks, traffic, and conversions. It’s important for affiliate marketers to utilize tracking and attribution tools to monitor and analyze the performance of their campaigns. Tracking methods include cookie tracking, such as first-party and third-party cookies (though the latter are being phased out due to privacy concerns), pixel tracking, API tracking, and Server-To-Server Tracking, which is also called “cookieless tracking.” 

As regulations evolve and browsers move away from cookie-based tracking, it is important that marketers stay up to date on compliance trends and ensure their affiliate platform provides enhanced alternative tracking solutions. In addition, cross-device tracking has grown increasingly important to follow the customer journey between mobile and desktop. 

Overall, we recommend brands choose an affiliate platform that suits their tracking needs and has modern tracking capabilities evolving with the current compliance landscape. 

2. Increased Focus on Quality Content and Value

With the rapid rise of social commerce in recent years, it's more crucial than ever for brands to collaborate with affiliates who consistently deliver high-quality content. If the content is dull or uninspired, brands will struggle to forge meaningful connections with their target audience. Encouraging affiliates to consistently create top-tier content can yield significant returns for brands.

Collaborating with affiliates, influencers, or ambassadors who can create high-quality content is one of the most effective ways for a brand to build and maintain audience engagement and trust. It's essential for brands to offer content that not only addresses their audience's needs but also deeply resonates with them. By delivering quality content, brands lay the foundation for a strong relationship with their audience, where trust plays a vital role.

3. Card-linked offers

Breaking away from traditional business models and shaking up the affiliate scene are now card-linked offers (CLOs). These can significantly enhance a brand’s program by expanding the publisher landscape beyond the usual focus on coupon, deals, loyalty, and content publishers. This approach not only benefits consumers but also drives sales and strengthens brand loyalty. Retailers can use this channel to offer enticing rewards, such as cashback offers, encouraging shoppers to choose their brand over competitors. The seamless integration into the customer’s purchasing process enhances convenience, deepening the relationship between the customer and the brand.

Navigating the Future

Looking ahead, influencer and affiliate marketing will keep leading the innovation charge. They’ve already revolutionized how brands connect with consumers, and their impact is set to grow even more. With a rising emphasis on authenticity, the spotlight on micro and nano influencers, and cool advancements in e-commerce and tracking, there’s a world of opportunities for brands. Embracing these trends and fine-tuning your strategies will supercharge engagement and fuel lasting growth in the ever-evolving digital scene.


Photo: © warrengoldswain from Getty Images

Segmenting for High-Value Customers in Klaviyo to Level Up Your Email Program

Segmenting your customer base effectively is key to optimizing any email marketing program. By identifying and targeting high-value customers through strategic segmentation, you can elevate your email program to new heights. Utilizing measurable KPIs, Klaviyo – one of Revel’s email partners – empowers marketers to pinpoint those customers who contribute most to your business's success. This approach not only enhances personalization but also boosts engagement. In this blog post, we’ll discuss four ways to target your most valuable customers, how to set up the segment in Klaviyo, and what content might resonate best with these audiences. 


High AOV 

Customers with high AOV (average order value) are valuable buyers. To target these users, first calculate your average AOV using an analytics tool or shopping data. Then, to create a segment of these customers, option 1 is to use the Klaviyo predictive analytic for Average Order Value, as shown below. 


Another option is to use your integrated e-Commerce tool data (in the below example, Shopify) to set an AOV and then create a segment of users that surpassed that in the last X amount of days to then remarket them. 


High LTV (Big Spenders) 

High Lifetime Value (LTV) customers are where you can build off of customers you already know are loyal and known to spend a lot. First, determine what your average LTV is for your current customer base. You can then set up a segment like the below using e-Commerce revenue data to find customers who exceed your average customer LTV. 

Repeat Purchasers 

Encourage further engagement from customers who have recently purchased multiple times by targeting users who have placed an order over the average amount of times within recent history. See below using the Shopify ‘Placed Order’ action to create this segment. 


Low-Value Exclusions 

Exclude low-value customers from your campaign segmentation to drive higher engagement in your campaigns and zero in on your most valuable audiences. Create a segment like the below to focus in on your most engaged audiences. 


Uses 

Use any of these segments to: 

  • Send new product releases

  • Reward them with early access or exclusive discounts

  • Message higher price point product lines

  • Encourage loyalty


You can also leverage these segments in paid media (like Meta or Google) to focus your targeting on high-value customers, or use to build lookalikes off of, if large enough. Learn more about creating a Klaviyo-connected audience in Meta and Google in the Klaviyo help center, or reach out to your Revel team to create a tailored strategy for your brand! 

Photo: © marchmeena29 from Getty Images

Revel's Guide to the 2024 Holiday Season

Revel's Guide to the 2024 Holiday Season

Welcome to this year’s edition of our Holiday deck! This is an annual tradition that has become a rhythm that summer is at its end and we’re moving into fall and the ever-busy Q4 season! We endeavor to gather the best of what to expect for the upcoming Q4 shopping season, some predictions, some hard facts, in bite-sized shares so it’s easy to digest - like your favorite holiday cookie.

The Ultimate Guide to Paid Ad Specs: Paid Search, Display, DemandGen, Paid Social, & Affiliate

In today's digital world, using ads effectively across various platforms is essential for boosting engagement and driving conversions. As online competition intensifies, leveraging a mix of paid search, display, social media, and affiliate marketing can help you reach your target audience and achieve your marketing goals.

This guide (updated as of August 2024) covers everything from image extensions, Performance Max, Responsive Display, uploaded banners, DemandGen, and YouTube on Google Ads to Meta platforms (Instagram and Facebook), TikTok, Pinterest, LinkedIn, Reddit, Snapchat, and affiliate marketing. Keep this index handy for quick reference and take your campaigns to the next level.

PAID SEARCH

Image Extension Ad Specs

Google Ads image extensions enhance your ads by allowing you to include visual elements, such as photos and graphics, alongside your text ads. These extensions capture attention, improve ad relevance, and can boost click-through rates by providing a more engaging experience for potential customers.

Performance Max Ad Specs

Performance Max ads from Google Ads are designed to drive conversions across various Google platforms. They use multiple asset types like images, videos, and logos to maximize reach and performance.

 

DISPLAY

Responsive Display Ad Specs

Responsive display ads utilize various assets, which are individual components of an ad like headlines, descriptions, images, or logos. To create these ads, you'll need to provide these assets: headlines, descriptions, images, and logos. Google’s machine learning algorithms then combine these assets in countless ways across the Google Display Network, optimizing them in real-time for the best performance.

Uploaded Banner Ad Specs

Display ads using uploaded banners effectively capture attention across the Google Display Network's extensive reach of 2 million websites and apps. Google Ads offers multiple options for creating responsive display ads and custom uploaded display ads, making it easy to engage your audience.

YouTube

YouTube ads focus on engaging viewers with video content that fits within the platform’s diverse ad formats. The goal is to create compelling content that drives brand awareness, consideration, or action based on your campaign objectives.

 

DEMAND GEN

Demand Gen campaigns enable you to connect with up to 2.9 billion users across multiple platforms. Your ads can appear on YouTube, including the YouTube feed, In-Stream ads, and Shorts, as well as in the social promotions tabs of Gmail and within the Discover app. Leveraging Google AI, Demand Gen campaigns optimize your reach and engagement.

 

PAID SOCIAL

Meta (Instagram & Facebook) Ad Specs

Meta ads for Instagram and Facebook aim to increase visibility and interaction through a variety of formats. Whether using images, videos, carousels, or collections, these ads are optimized to engage users in their social feeds.

TikTok Ad Specs

TikTok ads are designed to blend seamlessly with user-generated content while capturing attention with short, dynamic videos or images. These ads leverage TikTok’s creative tools to engage a younger, trend-savvy audience.

Pinterest Ad Specs

Pinterest ads are crafted to inspire users with high-quality visuals and ideas. These ads utilize vertical images and videos to fit the platform's visual discovery environment, aiming to drive interest and clicks.

LinkedIn Ad Specs

LinkedIn is a professional network ideal for B2B advertising, targeting professionals based on job title, industry, and skills. It's hosted on its website and mobile app, making it a prime platform for career-oriented ads and industry-specific promotions.

Reddit Ad Specs

Reddit offers unique advertising opportunities through targeted ads in user-created forums (subreddits) that align with specific interests and communities. Reddit allows advertisers to reach niche audiences with relevant content.

Snapchat Ad Specs

Snapchat provides engaging ad formats like stories and filters, targeting a younger audience with interactive, visually appealing content. It’s a go-to platform for dynamic, short-lived advertising campaigns.

 

AFFILIATE

Affiliate Ad Specs

Affiliate ads are used by partners to promote your brand through high-quality images and clear CTAs. These ads are optimized to drive traffic and conversions from affiliate networks by providing engaging and actionable content.

 

CONCLUSION

Remember to bookmark this guide for easy reference as you navigate new campaigns across various platforms. With the right tools and a keen eye for detail, you can elevate your marketing efforts with precision and creativity. Stay ahead of the curve and make the most of your assets across Image Extensions, Performance Max, Responsive Display, Uploaded Banners, DemandGen, YouTube, Meta, TikTok, Pinterest, LinkedIn, Reddit, Snapchat, and Affiliate marketing.

If you have questions or need guidance on optimizing your ad strategies, don’t hesitate to reach out to your Revel team. We're here to support you every step of the way, whether you need expert advice, creative inspiration, or a second opinion. Let us help you achieve your marketing goals with confidence.


SOURCES

Photo: © Iuliia Pilipeichenko from Getty Images

For the 2nd Time, Revel Interactive Makes the Inc. 5000, at No. 4,706 in 2024, With Three-Year Revenue Growth of 84%

NEW YORK, August 13, 2024 – Inc. revealed today that Revel Interactive ranks on the 2024 Inc. 5000, its annual list of the fastest-growing private companies in America. The prestigious ranking provides a data-driven look at the most successful companies within the economy’s most dynamic segment—its independent, entrepreneurial businesses. Microsoft, Meta, Chobani, Under Armour, Timberland, Oracle, Patagonia, and many other household-name brands gained their first national exposure as honorees on the Inc. 5000.

 

“It was always a goal of mine to be on the Inc. 5000 list, and to be on it twice now is an honor to be among such great companies through the years. This is a great addition to our other Inc. win on the Best Places to Work list this year, so we are thrilled.” said CEO Kayla Faires.

 

The Inc. 5000 class of 2024 represents companies that have driven rapid revenue growth while navigating inflationary pressure, the rising costs of capital, and seemingly intractable hiring challenges. Among this year’s top 500 companies, the average median three-year revenue growth rate is 1,637 percent. In all, this year’s Inc. 5000 companies have added 874,458 jobs to the economy over the past three years.

 

For complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, location, and other criteria, go to www.inc.com/inc5000. All 5000 companies are featured on Inc.com starting Tuesday, August 13, and the top 500 appear in the new issue of Inc. magazine, available on newsstands beginning Tuesday, August 20.

 

“One of the greatest joys of my job is going through the Inc. 5000 list,” says Mike Hofman, who recently joined Inc. as editor-in-chief. “To see all of the intriguing and surprising ways that companies are transforming sectors, from health care and AI to apparel and pet food, is fascinating for me as a journalist and storyteller. Congratulations to this year’s honorees, as well, for growing their businesses fast despite the economic disruption we all faced over the past three years, from supply chain woes to inflation to changes in the workforce.”

 

 

Revel Interactive is a full-service, performance-focused digital marketing agency in our 13th year of business. Revel builds custom holistic digital marketing programs that drive results. Contact us to learn more!  https://www.revelinteractive.com/contact

 

More about Inc. and the Inc. 5000

 

Methodology

Companies on the 2024 Inc. 5000 are ranked according to percentage revenue growth from 2020 to 2023. To qualify, companies must have been founded and generating revenue by March 31, 2020. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2023. (Since then, some on the list may have gone public or been acquired.) The minimum revenue required for 2020 is $100,000; the minimum for 2023 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Growth rates used to determine company rankings were calculated to four decimal places.

 

About Inc.

Inc. Business Media is the leading multimedia brand for entrepreneurs. Through its journalism, Inc. aims to inform, educate, and elevate the profile of our community: the risk-takers, the innovators, and the ultra-driven go-getters who are creating our future. Inc.’s award-winning work achieves a monthly brand footprint of more than 40 million across a variety of channels, including events, print, digital, video, podcasts, newsletters, and social media. Its proprietary Inc. 5000 list, produced every year since its launch as the Inc. 100 in 1982, analyzes company data to rank the fastest-growing privately held businesses in the United States. The recognition that comes with inclusion on this and other prestigious Inc. lists, such as Female Founders and Power Partners, gives the founders of top businesses the opportunity to engage with an exclusive community of their peers, and credibility that helps them drive sales and recruit talent. For more information, visit www.inc.com.

 

Beyond Views: Measuring Success in Today’s YouTube Ads Landscape

The YouTube landscape has never been more dynamic, with a surge in creators, content, and viewers. At Google Marketing Live, it was revealed that YouTube Shorts now sees a staggering 30 billion daily views. Meanwhile, YouTube's global advertising revenue reached $31.51 billion in 2023, marking an 8% increase from the previous year, according to Statista.

This explosive growth presents brands with unmatched opportunities. If you’re not leveraging YouTube, there's a good chance your competitors are. Even without dedicated YouTube campaigns, high-performing video content is essential for a strong Performance Max strategy. But how do you measure video success for your brand? It's crucial to analyze video performance using a combination of Google Ads data, search lift, and YouTube analytics.

Where Does Video Fit in Your Marketing Funnel?

Before measuring the success of your video marketing strategy, it's crucial to define your objectives. Are you using videos to boost brand awareness? Targeting the consideration stage to share your brand's story? Or aiming to convert customers?

Align your video goals with your marketing funnel. Consider whether your focus is on awareness, engagement, or conversion. Choose the right video tactic based on your objectives. The table below outlines different video types and their key goals within the marketing funnel.

Key Google Ads Metrics for Campaign Success

The Google Ads platform provides essential data on costs, views, and user actions after clicking on your ads. These metrics help identify audience trends and assess ad-level performance, aiding in campaign optimization. By analyzing key Google Ads metrics, you can determine the cost-effectiveness of reaching your target audience and their actions, especially in conversion campaigns.

Look at specific metrics such as Earned Views and Earned Subscribers to measure the impact of your video ads on your YouTube channel. While these may not be primary campaign objectives, they provide valuable insights into how your brand message resonates with your audience.

Understanding Search Lift

For campaigns focused on brand awareness and consideration, Google Ads video metrics alone do not provide a complete picture of marketing effectiveness. Here, Search Lift—both organic and brand campaign search lift—offers a more reliable measure of how well your ads are driving awareness and engagement.

Google recommends reaching at least 30% of your target audience for optimal search lift without compromising efficiency. If you’re not seeing desired results, review your platform data on audience size and reach to ensure you’re meeting this benchmark. Tools like Google Trends can also help visualize increases in search interest over time.

Leveraging YouTube Analytics

Use YouTube Analytics to track the performance of individual video assets and refine your creative strategy. The ads data view allows you to focus specifically on paid performance, providing insights such as audience retention and drop-off points. This data can guide you in adjusting your creative elements—like moving a key message earlier in the video, creating a more engaging hook, or incorporating branding sooner.

Recent updates, like the introduction of asset-level reporting for Performance Max campaigns, give advertisers even more granular data. Previously, performance ratings were limited to “Good,” “Best,” or “Low,” but now you can pinpoint which videos perform best and adjust your strategy accordingly.

Turn Analysis into Action

Armed with these measurement tools, you’re ready to make data-driven decisions to optimize your video campaigns. Incorporating video into your Google Ads strategy is essential, offering significant opportunities for brands of all sizes across every stage of the marketing funnel.

Photo: © juststock from Getty Images

Tapping Into the Power of Reddit: Your Next Advertising Playground

As a social platform, Reddit is seen as a more quirky niche platform where “researchers” go to talk about conspiracies related to celebrities, read threads on how to help their garden flourish, or read subreddits about things they want to purchase or other users' more detailed reviews on a specific product. These communities (called subreddits) can be anything from pop culture, the latest and greatest, sports news, lifehacks, and more. Also, another way Reddit is unique is that the users are anonymous. Think of it as a platform made up of like-minded people that can anonymously post their thoughts and feelings about related topics. 

History of Reddit Advertising

Reddit was founded in 2005 by two students from the University of Virginia, and the site was later acquired by Condé Nast Publications. The ability to advertise on the platform came shortly after the launch of subreddits in 2006. It later introduced two new advertising options: sponsored content and a self-serve ads platform. However, it didn’t invest more heavily in marketing capabilities until 2018, after its largest round of funding came. As of October 2023, Reddit is also stated to be the 18th most visited site in the world, with roughly 50% of its users living in the U.S. Even more recently, as of March this year (2024), Reddit went public and debuted on the stock market, only adding to its efforts to build out advertising capabilities and get more users on the platform. Also, it has taken efforts to be involved in AI advancements in relation to Google and OpenAI. 

Demographic Diversity on Reddit

Reddit at its core is a place for users to connect with each other in a way unlike any other social platform. For starters, users are anonymous, which helps allow for un-filtered commentary between posts in order to continue the conversation. A key feature is that users can upvote or downvote users posts, ensuring the most popular content is shown first. So the way Redditor’s interact and behave on the platform is very different from the likes of more user-generated visual content focused like Instagram or TikTok. Reddit also has a demographic more evenly split between male and females (50% each) and 41% of U.S. users aged 18 and above belong to the 18 to 34 demographic and 64% having a household annual income exceeding $75,000 according to comScore. Also, Redditors are less likely to be on any other social platforms. Redditors are also early adopters and are known for being at the forefront of internet culture and are researchers that go to the platform to gauge public opinion, gather insights, and understand consumer preferences.

Reddit’s Path to Purchase is also unique. Unlike other social platforms, consideration plays a larger role for Reddit. This is because again, Redditor’s are researchers, so they have spent more time looking into and comparing various brands or products before making a final purchase. However, they tend to make these decisions 9x faster and spend +15% more (based on having a deeper knowledge of what they are buying). 

Targeted Advertising Made Simple on Reddit

The ad model on Reddit is different to those of its competitors. It relies on contextual and interest-based signals that come from the users within each subreddit. Unlike other platforms, you can reach people based on what they are interested in, passionate about, and what they are most engaged in, not just demographics. What is most unique would be the ability to reach people specific to what communities they are in. And then like other platforms, there is location, interest, and retargeting capabilities. 

Crafting Your Reddit Advertising Strategy: Ad Formats to Try

As stated previously, Reddit has only in more recent years invested in its advertising offering. Only 4 years ago was the option to retarget users through pixels added, and a conversion measurement as well as promoting its Ask Me Anything (AMA) format. A year later the carousel ad format, bid recommendation, and conversation placement became available. 2022 brought the introduction of its conversion API, brand lift, video spotlight, and mobile app install ad format. Now, there are more options including lead generation objectives, shopping ad formats, revamping free form ad formats. They also offer a variety of HIgh Impact Offerings which package different ad formats and placements in one with their high-impact offerings - on a home page if you will, however these all require speaking with a sales rep. But don’t let that deter you from exploring the many different options there are on Reddit at this point in time. 

Advertising on Reddit can be highly effective due to its engaged user base, targeted ad capabilities, and cost-effective pricing. By leveraging the unique features of Reddit, brands can reach specific audiences, build trust, and drive meaningful engagement. If done thoughtfully and with respect for the platform's culture, Reddit advertising can yield substantial benefits and a high return on investment. Something to consider as part of your marketing mix.

Photo: © Brett Jordan

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Gemini AI & Google Ads: What Imagen 2 Means For 2024 And Beyond

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Gemini AI & Google Ads: What Imagen 2 Means For 2024 And Beyond

As AI advances exponentially, expect to see drastic changes in Google’s generative AI models in the coming years. Google’s recent integration of Gemini Imagen 2 into Google Ads emphasizes the importance of leveraging generative AI capabilities, expanding image display options and embracing generated content. 

Leveraging Meta's Advantage Plus Campaign For New Customer Acquisition

New customer acquisition and increasing brand awareness is key to expanding your customer base. Meta Advantage Plus campaigns can be a great resource to achieving this goal. Meta recently updated the targeting and reporting features within the Advantage Plus campaign type that can be used as a helpful tool in both reaching new customers, and understanding how these customers are responding to your ads. Here are three ways this campaign type can help with your new customer acquisition goals:

Targeting:

Advantage Plus allows you to target new customers, existing customers, and engaged customer lists. Engaged customers is a newly added custom audience defined as “people who are aware of your business or interacted with your products or services, but have not made a purchase.” (Social Media Today). While you have the option to target all three as one, all-encompassing campaign, you also  have the option to only target new and engaged customers, and exclude the existing customer list to focus specifically on new customer acquisition. 

Reporting:

The Advantage Plus campaign type allows you to break down your reporting by audience list, and measure which sales are coming from new, existing, and engaged customers. Gaining insights into how each list is interacting with your ads, allows you to tailor your messaging and assets to meet people where they are in the sales funnel.

Messaging & Creative:

Tailoring your messaging and creative to serve relevant ads to these specific audiences is crucial for optimal performance. In a new customer acquisition effort, speaking to what sets your brand apart from competitors, and why your customers believe in your brand and product can help establish trust. Updating your assets and messaging as users become engaged, and eventually existing customers will help maintain relevancy and move users down the sales funnel.

According to Meta, Advantage Plus campaigns drive a +17% improvement in cost per acquisition on average, and a +32% increase in return on ad spend (Social Media Today). If new customer acquisition is a goal for your business, consider adding an Advantage Plus campaign to your paid social strategy. 


Photo: © Monster Ztudio

Blending AI with Human Creativity in Digital Marketing

Digital marketing has changed a lot over the years. With advancements in Artificial Intelligence (AI), marketers can do amazing things in a short amount of time. But human input is still essential even with all these new tools. In this blog post, we’ll explore how mixing AI tools and insights with human creativity ensures success in paid media campaigns.

Leveraging AI: The Power of Technology

AI is like a super-brain for digital marketing. It can look at vast amounts of data quickly. Imagine reading a thousand books to find out what people like to buy. That would take a while (and most likely be outdated information by the time one finished but I digress)! But AI can do it in minutes. Here’s how AI helps in digital marketing:

  • Data Analysis: AI can look at data and tell us what’s working and what’s not. This helps marketers make better decisions.

  • Efficiency: Because AI works so fast, it saves marketers a lot of time. They can spend this extra time being creative.

  • Ad Placements: AI can find the best places to put ads so the right people see them in optimized places.

  • Targeting Strategies: AI helps determine who will likely buy a product so ads can be shown to the right people.

  • Personalized Marketing: AI can create personalized ads that display people’s interests at the right time.

Staying Competitive and Innovative

Using AI in marketing helps companies stay ahead of the game. It keeps them competitive because they can quickly adapt to what people want. It also sparks innovation because marketers can try new things without spending too much time on the basics.

The Drawbacks: Why Humans Are Still Needed

Even though AI is extremely useful, it can’t do everything. Here are some reasons why human involvement is still necessary:

  • Lack of Context: AI might not know all the details about a product. For example, if an AI creates an ad for a moisturizer, it might miss the special ingredients that make the product unique. Sure, AI prompts can help get one closer to a better end-result but a heavy human hand is still essential. Pro Tip: asking AI to help set objectives will get you one step closer to an optimized response. 

  • Brand Nuances: Each brand has a unique voice and style. AI often does not understand these subtle differences. This is where human creativity shines. Be sure to do the pre-work of prompting audience personas, content pillars, as well as brand USPs.

  • Campaign Subtleties: Marketing campaigns often have subtle messages. AI might miss these, but humans can pick up on them and ensure the campaign’s success.

Real-Life Example: LATHER’s Moisturizer Ad

Let’s look at a real example that we whipped up to further our points in this post with Google’s Gemini AI tool. LATHER is a client of Revel’s and a skincare brand that uses natural ingredients. We asked Google’s AI to create an ad for their Sweet Almond Face Moisturizer against a scenic backdrop, keeping in mind their branding. The AI did poorly, missing the brand's essence and not highlighting the natural ingredients that make LATHER unique. This is where humans stepped in and adjusted the ad to reflect the brand’s true nature. Of course, being a great prompt creator is important with crafting desired outcomes from AI, but illustration below as an example without further prompts.

The Perfect Blend for Success: Leaning in to AI Capabilities

At Revel Interactive, we believe in using AI to improve our work. AI helps us analyze data, save time, and reach the right people. It keeps us competitive and innovative. But we also know that AI has its limits.

Recognizing AI’s Limits

We make sure that humans are always involved in the process. Human creativity ensures that our campaigns have the right touch. We look at the details, understand the brand, and connect with the audience on a deeper level.

The Way Forward in a Digital World

By blending AI with a human touch, we create long-term success for our clients. We embrace AI for what it does best but always keep an eye on the bigger picture. This balanced approach keeps us ahead of the curve and ensures that our marketing efforts are always top-notch.

Getting Started with AI in Marketing: Actionable Steps for Digital Marketers

  1.  Learn About AI Tools: Start by researching different AI tools available for marketers. Look for ones that fit your needs.

  2. Analyze Your Data: Use AI to look at your marketing data. Find out what’s working and what needs improvement.

  3. Save Time: Let AI handle repetitive tasks like data analysis and ad placements. Use the saved time to brainstorm creative ideas.

  4. Personalize Your Campaigns: Use AI to create personalized ads that speak directly to your audience.

  5. Monitor and Adjust: Always keep an eye on your AI-generated content. Make sure it aligns with your brand’s voice and message.

 Keeping the Human Touch

  1. Review AI Work: Always review the work done by AI. Ensure it captures your brand’s essence.

  2. Add Creativity: Use your creativity to add a unique touch to your campaigns. Remember, people connect with stories and emotions.

  3. Understand Your Audience: Get to know your audience on a personal level. Use this understanding to create more impactful campaigns.

  4. Stay Informed: Keep learning about new AI developments and how they can help your marketing efforts.

  5. Balance AI and Human Efforts: Find the right balance between AI efficiency and human creativity for the best results.

Final Thoughts

The world of digital marketing is constantly evolving. AI brings a lot of power and efficiency to the table. But it’s (for now) the human touch that ensures campaigns are brand-right, meaningful and engaging. By leveraging AI and adding human creativity, marketers can achieve great success. At Revel Interactive, we blend the best of both worlds to create lasting impact for our clients.

While we have to embrace AI, and have been leaning into automation for years now, also recognize its limits as it develops, and marry the human touch in digital marketing while things evolve. 

Photo: © Blue Planet Studio

Microsoft vs. Google Ads: Which Platform Is Right for Your Business?

Microsoft vs. Google Ads: Which Platform Is Right for Your Business?

When it comes to digital advertising, the two major players that come to mind are Microsoft Ads and Google Ads. Both platforms offer robust tools for businesses to reach their target audiences online, but deciding between them can be a daunting task. In this guide, we'll dive into the key differences between Microsoft Ads and Google Ads to help you determine which platform is better suited for your business goals.

The Guidelines of Advertising on Pinterest

When considering digital marketing, it's common to focus solely on leading platforms like Google and Meta. However, this approach limits your marketing strategy, instead - diversifying across various platforms significantly enhances the overall success of a program. Among these opportunities, Pinterest emerges as a powerhouse, boasting over 450 million monthly active users globally. The visually driven platform serves as a haven for inspiration and discovery, making it a prime space for businesses to showcase their products and services through advertising.

Understanding Pinterest Advertising

Pinterest, a visual social media platform, enables users to explore images and videos aligned with their interests, saving them onto digital bulletin boards by topic. Known as "pins," these saved images or videos often originate from blogs, while Pinterest ads typically direct users to e-commerce websites. Users can curate their boards or navigate to linked websites for further exploration. Additionally, users engage with each other's boards and pins, potentially following based on shared interests.

Particularly useful for businesses in sectors like fashion, home decor, food, and crafts, Pinterest's focus on visual content facilitates the showcasing of products and ideas in an inspiring manner. Through strategies such as pin optimization, board curation, and leveraging Pinterest's tools, businesses can effectively engage with its vast and committed user base. Many users utilize the platform for product discovery and purchases. Ultimately, Pinterest marketing presents brands with a distinctive opportunity to cultivate awareness, drive conversions, and nurture enduring relationships with their target audience.

The Dos:

  1. Focus on High-Quality Visuals: Pinterest is a visual-centric platform, so invest in eye-catching images and graphics that resonate with your target audience. High-resolution, vertically oriented pins tend to perform best, capturing users' attention as they scroll through their feeds.

  2. Optimize Pin Descriptions and Keywords: Craft compelling pin descriptions that not only describe your product but also incorporate relevant keywords and hashtags. This helps improve the discoverability of your pins and ensures they reach users actively searching for similar content.

  3. Utilize Rich Pins: Take advantage of Pinterest's Rich Pins feature to provide additional context and information about your products, such as pricing, availability, and direct links to your website. Rich Pins enhance the user experience and streamline the path to purchase.

  4. Leverage Pinterest Analytics: Regularly monitor Pinterest Analytics to gain insights into the performance of your pins and campaigns. Analyze metrics such as impressions, clicks, and saves to refine your advertising strategy and optimize your content for better results.

  5. Embrace Seasonality: Align your advertising efforts with seasonal trends and holidays to capitalize on heightened consumer interest. Create themed boards and promotions that resonate with the current cultural moment, driving engagement and sales.

The Don'ts:

  1. Avoid Overly Promotional Content: Balancing promotional content with inspiring, value-driven pins is crucial. Overly salesy content risks alienating users, and diminishing brand credibility. Pinterest users value authenticity and creativity, so focus on providing value through inspiring content.

  2. Steer Clear of Low-Quality Images: Blurry, pixelated images can detract from the user experience and undermine the credibility of your brand. Invest the time and resources necessary to create visually appealing pins that leave a lasting impression on your audience.

  3. Mind Pinterest SEO: Neglecting Pinterest SEO can limit the discoverability of your pins and hinder your advertising efforts. Take the time to optimize your pins with relevant keywords, descriptions, and metadata to improve their visibility in search results.

  4. Refine Targeting Strategies: Precision targeting is key to reaching the right audience on Pinterest. Avoid casting too wide a net with your advertising campaigns and instead focus on targeting users who are likely to be interested in your products based on their interests, behaviors, and demographics.

  5. Don't Neglect Mobile Optimization: With the majority of Pinterest users accessing the platform via mobile devices, it's essential to ensure that your pins and landing pages are optimized for mobile viewing. A seamless mobile experience enhances user engagement and increases the likelihood of conversion.

Advertising on Pinterest offers businesses a unique opportunity to connect with consumers in a visually engaging and compelling way. By following these guidelines and best practices, marketers can maximize the impact of their advertising efforts on Pinterest, driving brand awareness, engagement, and ultimately, conversions. Remember, success on Pinterest lies in creating content that resonates with users and adds value to their Pinterest experience. Reach out to Revel if you are interested in learning more, and pin it to win it!

Photo: © Brett Jordan