Rabbbits Weeekly 02.15.22
Or, the one in which we price compare and prep for 2022
This week: it’s expensive to advertise during that big television event that happened over the weekend, big platforms share their 2022 plans, it’s time to get physical, ad inspiration, and a look at the “micro-yes”. Plus, quick hits about Apple, Yelp, FLoC Topics, and robots. Finally, do you retain like Facebook?
Superb Owls are Expensive
30 seconds of air time during The Big Game™ would have cost you $6.5 million on Sunday. Worth it? Here’s what else you could have bought with that money (strictly digital advertising items):
650 million impressions on Zuck’s Rolodex of the World
843 million impressions or 30 days of branded hashtag challenges on The Trend Machine (TikTok)
915k clicks on Instacart (a.k.a. where Facebook execs go to quit)
4.2 million clicks on the OG: Google Search Ads
1.7 million clicks on Amazon ads (or, things that actually drive $$$)
2022 Will be the Year of…
Or: everything is TikTok.
YouTube’s focus for 2022: shorts, live video, shopping (aka everyone’s focus for 2022) (oh yeah, and gaming)
Meta had an internal meeting (that got leaked) all about their fear of TikTok. Their path forward? Bet it all on short, vertical video. Get your Reels on.
Speaking of video…
The future is Performance Max: upload your own videos or The Goog Machine will create them for you (a. How is this surprising? b. They make it very obvious they want video and, honestly, I thought it was a requirement to even launch the ad. In digital, if something gets its own section in a non-dropdown part of the editor, it’s probably important.)
Analog is the New Digital
I’m still sorting out which Kantar report this came from (expect a deeper dive in the next week or two if it warrants one), but here are some high-level takeaways via the Today in Digital Marketing podcast:
What digital placements will see spend growth? Online video, influencer videos, social media stories
Let’s get physical! Print ads are still among the top 10 touchpoints globally. Word of Mouth, recs from family & friends (#2), and personal experiences (#3) are still month the top.
Build that brand: YouTube, Point of Sale, Facebook, and cinema ads are the most cost effective brand building media globally
Conversion Rate Corner
In sales, there is a technique called the “micro-yes”. Basically, you ask someone a whole bunch of questions that are easy to answer “yes” to in order to prime them to say “yes” to the big ask (the sales pitch). This Twitter thread highlights how the micro-yes was used to boost an email pop-up conversion rate. Don’t have time to read it? That’s why I’m here!
The ad-to-site flow is a series of micro-yeses: stop scrolling > read the content > click > view the content in email / on landing page > view a product > enter your email on a popup > does the product make sense for you? > is the price ok? > does it ship fast enough? > fill in information > enter your credit card > click purchase
Embracing the micro-yes, by requiring a click that answers a yes / no question before being shown the email entry field, boosted conversion rate from 3.3% to 9.1%. That’s a 176% increase!
To recap:
Make it your goal across your website to make micro-yeses easy
By lining up micro yeses you make the “ultimate ask” (aka the sale) an easier yes
Implement this on your popup with simple yes/no buttons
Watch your conversion rate shoot up
Quick Hits
When not alienating developers, Apple is now taking on Stripe by allowing people to accept payments via their phone (like Android has done for a while now).
There are increasing signs of a future release from Apple called realityOS. Which either means the groundwork for their AR platform is laid or this is proof life actually is a simulation and the developer(s) got sloppy.
Yelp has a bunch of new features for ads, if that’s a place that seems like a fit for you. (I’m hesitant here because, in the past, friends have shared stories of the mafia-like way Yelp approaches getting new advertisers. Or treating those that stopped paying them. Shame if something were to happen to all these good reviews you have…)
Last weeek not satisfy your Post-Cookie-Ad-Targeting-Approach-Formerly-Known-as-FLoC itch? Dive in and get nerdy on it, the water’s fine.
Forget social commerce, the future of commerce is robots
Swipe Right-Click, Save
Need a little inspiration for your next round of ads? Wordstream has you covered for ad copy examples and advice. This SEO play is genius if you can find a way to make it work for you.
Final Jeopardy
Facebook’s dominance was characterized by a 50% DAU to MAU rate, or daily engagement rate. That’s customer retention for a social network. What’s yours?