Marketing Pilgrim's "Display Advertising" Channel

Marketing Pilgrim's Display Advertising Channel is sponsored by AdClarity. AdClarity helps online media buyers and planners uncover their competitors’ media plans, campaigns, creatives, best performing publishers, mediators and traffic sources.

New Facebook Audience Insights gives you a look into the lives of your customers

facebook audience insights“Know thy enemy and know yourself; in a hundred battles, you will never be defeated.”

I’m sure Sun Tzu didn’t have social media marketing in mind when he said that but it sure is true . . . well, it’s true if you substitute the word “customer” for enemy.

Do you know your customer as well as you know yourself? Facebook has a new tool that can help you if you don’t and might surprise you if you think you do.

The new Audience Insights tool will show you what your target customer loves to do, watch, buy and how they spend their free time. It’s an intriguing look at not only your customer pool but how that pool stacks up against Facebook users as a whole.

Search still driving ecommerce, social and affiliate on the decline

Maybe it’s my naturally pessimistic state of mind, but when I see a comparison report, I’m more interested in what stopped working than what’s still working.

A good example is this chart from the Q1 2014 US ecommerce report from The Custora Pulse.

Cutora Pulse April 2014

Comparing 2013 to 2014, we see that search marketing is still going strong. Organic and paid combined are responsible for 44% of ecommerce orders. It worked last year and it still works today. Google is responsible for almost three-quarters of that traffic which is both good news and bad news. On the good side, you know where to go if you want results. On the downside, there’s only one place to go if you want results and that’s scary.

Facebook ads, off Facebook: The mobile ad network is here

“This is really the first time we’re going to help you monetize on mobile,” says Zuckerberg and it’s big news.

Facebook is now officially in the mobile ad network biz. They call it Facebook’s Audience Network and it’s all about putting third party ads on mobile apps.

Facebook Audience Network

The Audience Network uses the same targeting as regular Facebook ads. Actually, it uses the same everything as regular Facebook ads, all you have to do to include the new mobile option is check another box.  You can create a banner ad, an interstitial, even a native ad if you want to blend in with the scenery.

Rather watch than read? Here’s a nifty video that shows you how it works:

Twitter breaks the character limit with promoted Website Cards

Twitter is rolling out a new ad unit that will allow you to pack more information into a small space. It’s called a Website Card and it looks. . . okay, you know what I’m going to say here. . . it looks like a Facebook post.

website-card-screenshots

Instead of just showing a link to your website post like a traditional Tweet, Website Cards show an “engaging photo” and additional information about your site.

The announcement post says you can use a Website Card to drive traffic to any page on your website – a blog post, a product page,  a special sale page. . . nice. Twitter says that in tests they saw higher engagement and lower CPC. Makes sense. Anytime you give a person a large preview they’re more likely to click. It’s why photos and videos do better than straight text, especially on a highly skimable newsfeed.

Google livestreams launch of the ‘shiny appy AdWords’ upgrade

Adwords livestreamThis morning, Google execs stood up in front of 170 search market experts to unveil the all new, sleek, shiny, fully-connected, app-driven Adwords program.

Jerry Dischler, Vice President of Product Management, AdWords says this is an exciting time to be a marketer because there are so many ways to reach the consumer – Google Search, Google Maps, YouTube, mobile, messaging, in-app, over-app, underdog and around the corner. More options doesn’t mean easier and it doesn’t automatically mean more effective. For that, you have to, as Dischler says, “turn signals into stories” and AdWords has some new tools to help you do that.

The new AdWords features fall under three categories; innovative ad formats, insightful reporting and intelligent tools.

Google opens +Post ads to all (ish) including new Hangout ad option

Modern online marketing is all about blending in so you can stand out. They may sound like mutually exclusive terms but oddly, they’re not.

Google demonstrates this point nicely with their recently released +Post Ads. These adds look like the normal, social media update we’re using to seeing across sites such as Google+ and Facebook.

Google Plus Post Ad

The fact that the highlighted box is showing up on a non-social media site makes it noticeable in a good way. It’s non-threatening because we recognize it as a friendly form of conversation. The icons in the upper right clearly state that it’s an ad, but it doesn’t feel like one. So we click and it get even less “ad” like.

Facebook update makes sidebar ads look more ‘native’

Yesterday, Twitter announced a change that will make their profile pages look more like Facebook. Today, Facebook comes right back with a design change of their own that has been a long time coming. No, they’re not going to start showing all your Page posts to your followers – wouldn’t that be nice? They are going to update that outdated sidebar with ads that mimic the look of a Facebook post.

Way to go native-ish, Facebook.

Facebook updated ads

The new ad will be the same size and proportion as a desktop newsfeed ad. If you’re running both types of ads, that means you can use the same creative and that means you save time.

But the ease of use isn’t going to help most marketers. What is going to help marketers is the bold statement these new ad formats make.