YouTube Custom Intent Benefits Direct Response Advertisers

Google recently announced enhancements to improve direct-response advertising performance on YouTube by bringing search intent to video.

These enhancements include an extension of Custom Intent Audiences to YouTube and TrueView for Action ads.

Custom Intent Audiences:

Ad targeting on YouTube using data from signed-in Google users has been available since January 2017. The impending extension of custom intent audiences to YouTube means advertisers can reach people on YouTube who have recently searched certain keywords on Google.com.

Here’s how it works: After setting up a video campaign in AdWords and adding keywords related to the products or services that prospects most likely search for, advertisers can reach people with ads as they watch videos on YouTube, and targeting is simply based on the user performing certain searches on google.com.

TrueView for Action Ads for Direct Response:

TrueView for Action Ads work best with custom intent audiences to meet direct response objectives. Advertisers can customize a call to action that will appear to the custom intent audience viewing their videos ads on YouTube.

According to Nicky Rettke, group product manager for YouTube ads, mobile ads will appear below the video and persist even after the video ad ends or is skipped while the host video plays. And, on desktop, an accompanying ad displays alongside the video player at the top of the recommendations column on the right.

Just like all other TrueView ads, TrueView for Action Ads can be skipped after five seconds.

Several of our clients rely heavily on direct response, and we are actively advertising on YouTube for them using Keyword, Interest, Topic, and Retargeting to reach potential leads. We also recently added “Similar To” audiences to attract more qualified prospects. Our results have been decent, but we have not seen the lead generation we want.

We are excited about the enhancements to YouTube targeting through both the extension of Custom Intent Audiences and TrueView for Action ads. These enhancements will give us added confidence that we are reaching our most qualified prospects on YouTube while eliminating waste and hopefully increasing our lead count.

To learn more about YouTube marketing services or how to incorporate social media into your business contact us at The frank Agency.

LinkedIn Launches Video Ads

We’ve all been waiting and they’re finally here; video ads on LinkedIn. The social media platform has finally joined the video craze by offering video advertisements for sponsored content. Businesses also have the option to add video to their company pages. LinkedIn believes this addition will generate 5x more conversation for companies as opposed to other content types.

Sponsored video content ads are those that can be posted and placed in the news feed as standalone posts. The videos continually showcase a call to action button that will capture leads for the business throughout video playtime. This sponsored content can be targeted by a variety of demographics and the overall ad performance can be measured through several different insights, like: who is watching, who is engaging and who is converting.

Along with performance statistics, an option for businesses to view a breakdown of leads, people who sign-up, website visits, etc. will be available as generated by these sponsored advertisements.

LinkedIn will be slowly making videos for sponsored content and company pages available to all businesses throughout the next several weeks, so keep a lookout!

To learn more about new social media updates or how to incorporate social media into your business contact us at The frank Agency.

Facebook Data Protection Blunder

If you’ve turned on the news lately chances are you have probably seen that Facebook is making headlines. Facebook and user data protection has been a hot topic of conversation lately as it pertains to the 2016 presidential election. Don’t worry we won’t be diving into views on politics. However, we will be reviewing what Facebook is doing to protect user data.

Facebook has made it very clear that their plan is to focus on how apps get and use Facebook data. They are looking to set a higher standard for how developers build on Facebook, what people should expect from them and from Facebook. Facebook has also confirmed that all customer information is used in an anonymous and privacy safe way to reach audiences. Basically, they make the data unreadable so no one, including Facebook, can recognize it or see anyone’s individual information. Once data is used to match audiences it’s promptly deleted to protect the privacy of the data uploaded as well as the people who use Facebook.

What does this mean for marketers who primarily look to generate leads, since this information does contain private information? Well, you will continue to be able to access lead information since those users have opted into providing that. Facebook will continue to not have access to that lead data.

Facebook has released the following statement as it relates to the recent data concerns:

“We condemn the actions of Aleksandr Kogan, Cambridge Analytica and its parent company, Strategic Communication Laboratories (SCL), and Christopher Wylie. What happened with Cambridge Analytica was a breach of the trust people place in Facebook to protect their data when they share it. We need to fix that. As Mark Zuckerberg explained in his post, we are announcing some important changes to take action on potential past abuse and to help prevent future abuse of our platform.

In 2007, we launched the Facebook Platform with the vision that more apps should be social. With this in mind, we allowed people to log into apps and share who their friends were and some information about them. Over the years, we’ve introduced more guardrails, so that the level of information obtained by Kogan’sapp is no longer possible. Even before learning about Kogan’s activities, we made updated our platform three years ago to limit the data people can share about their friends with developers. In addition, in 2014, we began reviewing apps that request certain data before they could launch, and introducing more granular controls for people to decide what information to share with apps.

But we know we need to do more, and we are making further changes to our product, policies, and processes. We’re going to set a higher standard for how developers build on Facebook, and what people should expect from them and, most importantly, from us. We will:

  1. Review our platform. We will investigate all app that had access to large amounts of information before we changed our platform in 2014 to reduce data access, and we will conduct a full audit of any app with suspicious activity. If we find developers that misused personally identifiable information, we will ban them from our platform.
  2. Tell people about data misuse. We will tell people affected by apps that have misused their data. This includes building a way for people to know if their data might have been accessed by Kogan’s app “thisisyourdigitallife.” Moving forward, if we remove an app for misusing data, we will tell everyone who used it.
  3. Turn off access for unused apps. If someone hasn’t used an app within the last three months, we will turn off the app’s access to their information.
  4. Restrict Facebook Login data. We are changing Login, so that in the next version, we will reduce the data that an app can request without going through login review to include only name, profile photo, and email address. Requesting any other data will require our approval.
  5. Encourage people to manage the apps they use. We already show people what apps their accounts are connected to, and what data they’ve permitted those apps to use. Going forward, we’re going to encourage people to check their settings and work to make these choices more prominent and easier to manage.
  6. Reward people who find vulnerabilities. We will expand Facebook’s bug bounty program so that people can also report to us if they find misuses of data by app developers.

There’s more work to do, and we’ll be sharing details in the coming weeks about additional steps we’re taking to put people more in control of their data. Some of these updates were already in the works, and some are related to new data protection laws coming into effect in the EU. This week’s events have accelerated our efforts.”

To learn more about new social media updates or how to incorporate social media into your business contact us at The frank Agency.

What are Micro-Interactions and Why They are Important in Web Design

Microinteractions are an important concept in web design used to measure and evaluate the smallest level of interaction between the user and the product. More specifically, the term “microinteraction” describes a single moment or interaction in a single use-case or task that a person encounters when using a product. A web designer is primarily concerned with implementing a strong user experience for a wide-range of different possible interactions of an open-ended nature. For example, a web designer strives to build a site navigation design that is easy to use, aesthetically appealing and directs visitors to all the essential content hubs. Microinteractions help web designers interpret and build around tangible common website use.

1) Microinteractions Reflect User Experience and Engagement

Web designers define microinteractions by looking at cues, routines, and rewards in a loop to examine how an individual performs a task with a product1. You can break down a “login microinteraction” using this system: a user sees a login screen (cue), enters their credentials (routine), and gets logged-in to the service (reward). Web designers can analyze the login process to see if it offers an engaging, positive user experience2. The microinteraction helps designers establish:

  1. if the process makes sense
  2. if the user can easily follow the process
  3. if the user is engaged in the process
  4. if the process could be done in an easier way

Web designers can use this information to make changes to the platform to improve the overall experience.

2) Web Design Testing

Microinteractions are also important in the Quality Assurance process for web design. Unfortunately for a web designer, they are a poor representation of the product user experience because they are so familiar with the design. So microinteractions come in when developing a set of criteria the Quality Assurance team will examine when testing a new design. Essentially, the microtransactions are a list of tasks like “search for articles about pizza,” “log in to the platform,” and “open the main news story.” Developers use feedback to make adjustments.

3) Debugging and Error Checking:

Microinteractions also play an important role in many debugging, error checking, and performance testing applications. Microinteractions are important when programming automated tests for a website that track performance. They also play an important role in the debugging process because they help the team break down the user experience into actions that are both based on real-world use and can pin-point programming errors.

Need assistance creating a stellar website user experience? Contact The frank Agency, Kansas City’s premier advertising agency.

Cited Sources:

  1. https://uxplanet.org/best-practices-for-microinteractions-9456211aeed0
  2. https://uxplanet.org/micro-interaction-great-experience-for-user-engagement-b37446bf6306

Web Development Trend 2018: Static Site Generator

Static Site Generators provide an easy way for people looking to create a website to get one online without much of the content management system-based site complications. These site creation tools are a growing web development trend in 2018 because CMS-based sites are overkill for the needs of many website owners.

Static Site Generators

A static site generator is a service that creates web pages through a series of customizable templates and user data entry. Static sites generate pages when the owner makes changes to them and hosts the page as a pre-made set of HTML, CSS, and JavaScript files1. This contrasts CMS-based sites, which look for updates and build pages when a visitor accesses them. Static site generators essentially abandon updating websites through a back-end system and no longer requires server processing to generate pages. Instead, generators create and update pages through an editor and save the updated versions to the hosting platform. 

Why Static Site Generators are catching on

Static site generators are catching on because they offer a simple execution for sites that don’t take advantage of CMS capabilities. It’s common for businesses and individuals to create a website to have an online presence, but rarely make changes or updates to those sites. CMS-based sites are excellent for constantly updating websites that continue to implement new features; however, a site doesn’t benefit from the CMS if it’s not using those capabilities. CMS platforms offer powerful capabilities but do so by being far more complicated to use than static sites.

In terms of real-world benefits, static site generators can get better load times because the server doesn’t have to generate a page on request, it’s already done2. Generators also offer better site security because there’s no server code running behind the scenes for hackers to exploit1. Static sites are easier and often cheaper to host then CMS sites because static sites don’t require as complex of hosting capabilities1.

Static Site Generators and the Future of Website Development

Static site generators aren’t going to replace CMS sites, but small business and personal websites will likely transition to static sites. Static sites can’t replace a CMS for all websites, especially ones that require substantial user interaction including e-shops like Amazon.com 2. However, static site generators are positioned to create a web where CMS-based and static sites co-exist. 

Looking for a web development company that can assist in developing a static website? Contact The frank Agency today for unparalleled web design and development.

 

Cited Sources

  1.  FreeCodeCamp https://medium.freecodecamp.org/static-sites-are-back-24d01a01f11a
  2. DavidWalsh.name https://davidwalsh.name/introduction-static-site-generators