August’s Digital Marketing Updates
Big Headline: Google Makes 'Ads Creative Studio' Tool Available for All Businesses
Google has finally released a creative studio that enables advertisers to create multiple versions of a video or display ad. Here are some of the tool's capabilities:
Customize ads for different audiences.
Choose which element of the ad you want to swap. For example, you can offer a variety of text overlays and images.
The system will generate different variations based on the swappable content.
Audience's Perspective — Google has always taken the approach of using their algorithm to combine creative for you. It was a frustrating limitation that this upgrade will address.
Choose Metrics More Relevant to Your Content Marketing Goals
As brands and trends evolve, so should your content marketing goals. If your brand is fixated on impressions, clicks, or reach, it might be time to consider other types of metrics to meet new objectives.
For brand awareness, consider looking at demographics instead of reach.
For audience sentiment, comments should be a KPI.
For leads, focus on tracked website visitors instead of conversions.
Audience's Perspective — While we don’t agree with all of the specific recommendations in the articles, the overall approach is important. Stop looking at simple metrics and try to develop KPIs that closely align with your business.
Expect a Price Increase for Twitter Blue
You've been warned—new subscribers will be charged higher fees for Twitter Blue while existing subscribers will see a price increase starting in October. Here's what this could mean for you.
Monthly subscriptions will cost $4.99 instead of $2.99.
Tweet editing will likely be an unlocked feature for Twitter Blue subscribers.
If already subscribed, Twitter will notify you 30 days before your subscription price increases.
Audience's Perspective — Don’t know what Twitter Blue is? Click here. If you are a power user, it is a nice option. But surprise, surprise... like all subscription services, here comes steep price increases.