Holiday Creatives: The Naughty and Nice List

Holiday Creatives: The Naughty and Nice List

The holidays may look a little different this year, so all the more reason to ensure your creative assets are top-performing. Digital advertisers: want to get on the nice list? See ya, bag of coal (or worse, sinking engagement)! Bidtellect’s [b]+studio shares best practices to make your holiday creatives shine.

 

Headlines | The first (and best) way to catch a shopper’s eye.


Naughty:

  • Two-word headlines are so 2019. Phrases like “Holiday. Reimagined” or “The Best Running Shoes” don’t draw attention and earn trust. Remember, the headline of your Native creative should appear to look like an article.
  • Forgetting to Title Case Your Headlines


Nice:

  • Use Compelling and Educational headlines like “What Every Girl Wants in Her Closet”.
  • Ask Questions “Did Someone Say ‘Epic 1-Day Holiday Sale?’”
  • Offer to educate or solve problems “How to Create the Most Wonderful Holiday Tablescapes”.
  • Listicles are still the way to go “3 Classic Casual Outfits, Fit for Everyone”.
  • Sense of urgency – especially with sales “Don’t Miss Pier 1’s One Big Sale & Clearance” or “Spoiler Alert: Your New Favorite Shoe is Here!” or “An Event So Extraordinary, It Only Happens Twice a Year.”
  • Content/Thought Leadership: offer tips for the best gifts or creative ideas. “The Ultimate Gift Guide for Everyone on Your Nice List” or “How to Wear Adidas Like Your Favorite Celebs”
  • Witty puns with a holiday twist: “Deck the Halls with Boughs of Happy” or “Take a Step in a New Direction this Holiday SZN!”

 

Description | The copy under the headline – it gives a little extra information about what your product or content offers!


Naughty:

  • A description that’s shorter than the headline. Tsk tsk.
  • Content that doesn’t match what is provided on the landing page


Nice:

  • Make sure your call-to-action in the description matches your KPI. “Beat the heat and save on A/Cs and dehumidifiers from Walmart. Pick from portable air conditioners, window air conditioners, and more! Shop now.” or “These boots are made for anything. The Killington offers constant support with dynamic flex in every step. Get yours, shop now.”
  • Include a promotional code that is 20% off or higher. Now more than ever, consumers need discounts. “Soft, flawless skin is truly the best gift. Today only, get 30% off your purchase, plus, get free gifts with purchase. Use code: TAKE30”
  • Offer to solve problems. Remember, most social gatherings will happen virtually – think how your product will benefit the next Zoom or Facetime call. “Need example”

 

Images |  Your first and best visual cue – don’t slack here!


Naughty:

  • Text on images. Just don’t!
  • Cluttered images with no focal point
  • Dark images that don’t pop
  • Depressing imagery that makes the reader look away (hello remember it’s the holidays)


Nice:

  • Use people or animals (they are more relatable!). Think: lifestyle, authentic, and in the holiday spirit. Tug on those heart strings with images that show emotion.
  • Children, pets, food and people in images perform best
  • Add some spice with animation or a cinemagraph

 

Video | Work in video content!


Naughty:

  • Super long videos (yawn)
  • Videos that require sound to get the message across. Not everyone has can hear or have headphones in.


Nice:

  • Short and sweet with a clear message – conveyed with or without sound.
  • Pro Tip: Add subtitles.
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One Sheet: Unfriending Facebook? Social Media and Native Ads

One Sheet: Unfriending Facebook? Social Media and Native Ads

Advertisers are feeling disillusioned with social media platforms. More than 750 advertisers have boycotted Facebook asking for better policing of hateful content. Concerns about the safety of user-generated social feeds, including privacy leeks and the spread of polarizing misinformation and harmful content, have been brewing for years.

Social media promises contextually-relevant native ads that match their environment. But can native ads outside the walled gardens deliver? With the right safety measures, optimization capabilities, and scale – yes. And better. According to eMarketer, Native advertising outside social networks and programmatic native advertising are the fastest-growing categories of native.

Download our one sheet for latest trust metrics in social media and how to reach more consumers across the open web in premium native environments with the ability to avoid undesirable content. 

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Landing Page Best Practices to Incorporate Now

Landing Page Best Practices to Incorporate Now

Now, more than ever, it’s important to have informative, engaging content. Here are 8 landing page best practices to incorporate now.

Your Landing Page Matters 

We’ve all been there: clicked an ad because we were genuinely interested in the content it led to, only to find we didn’t get the information we were looking for or the page was too difficult to navigate on our mobile device. Sound familiar? 

According to Forrester Research, 81% of respondents find industry-specific content valuable, and 49% of technology buying decision makers rely on content developed by industry analysts/experts to make buying decisions. (But that could apply to any industry vertical.)

So how do you know if your landing page is a true MVP? According to Forbes, the 6 characteristics of great content are: it provides value, engages, boosts clout, demonstrates passion, and strengthens relationships.  

Here are a 8 practical tips and best practices to make your landing page fresh, engaging, and up-to-par:

1. Your Landing Page Should Be Aligned With Your Goal 

 

Oftentimes, we are asked to write ad content for landing pages to drive conversations – whether it be a download or a sign up. When we look at the landing page, the desired action is buried somewhere. Make sure your landing page delivers what the ad promised.

2. KISS: Keep it Simple, Silly!

 

Like my Geometry teacher used to say – keep it simple, and don’t overcomplicate it. Keep your forms simple. Keep your writing simple (don’t overcomplicate it). Write like a human, not a robot. Keep the layout simple: strong headlines, compelling sub headline that supports your products benefits, use large pictures of people actually using your product (and caption it), and break up copy into sections. 

3. Leverage Case Studies, Social Proof, and Testimonials

 

Testimonials and successful case studies are powerful tools for building trust and credibility as well as increasing website conversions. 92% of customers read online reviews before buying (Big Commerce). 72% of consumers say positive testimonials and reviews increase their trust in a business (Big Commerce).

4. Make Sure Your Landing Page is Mobile Friendly 

Make sure your site is optimized for mobile devices on the tech side in addition to cutting unnecessary filler text that would make scrolling tedious.  81% of mobile researchers are driven by the speed and convenience of the site, and 73% of mobile searches trigger additional action or conversion according to Adobe, yet only 50% of landing pages are optimized for mobile devices. (Truelist) Be better than that.

5. Make Sure Your CTA Works

Test, test, and test again to make sure your desired CTA works on all devices. Add a nice “thank you page” to show your appreciation to the consumer.

6. Make Sure Your Landing Page is GDPR and CCPA Compliant

‘Nuff said.

7. Make Sure Your Landing Pages are SEO Compliant

This includes: a Unique URL, a relevant Title, a Header Tag, a Meta Description (which is what Google populates under your search result), titling your images and image files, and backlinking. This Wordstream article gives a great breakdown. 

8. Don’t Limit Your Landing Page

More landing pages means more conversions. According to Hubspot, companies with 10 to 15 landing pages increase leads by 55%. Companies with 40 or more landing pages get 12X more leads than those with five or less. And long form landing pages can generate up to 220% more leads according to Marketing Experiments.

Follow these landing page best practices and you’ll see engagement soar in no time!

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Why Interns?

Why Interns?

Does your company sponsor internships?  If so, why? And if yours doesn’t, why not? Here’s everything you should keep in mind during the process for mutual success.

Internships are NOT about getting coffee and donuts, running errands or busy work.  The National Association of Colleges and Employers provides these guidelines for internships.  Most soon-to-be college graduates want to participate in internships to provide “real-world” experience for their resumes, hoping that it will help them get their first job after graduation.  Many companies offer internships hoping to scout prospective talent before it reaches the job pool. Some companies even develop academic/professional partnerships with colleges and universities to ensure they get to “pick from the tree, not from the barrel.”

But if scouting potential talent is the only reason your company offers internships, then you’re missing out on the many benefits internships offer to your current employees.  And if your company doesn’t offer internships, here are some reasons why you should consider offering them.

If you’ve read even a few management articles or books, you’ll know that the number one biggest cost for most employers is employee turnover.  When an employee leaves, experience, time, morale and ultimately lots of money to recruit and train their replacement leave with them. And even if you provide a great salary and benefits, your best people will eventually leave if they don’t have opportunities to grow professionally.  And internships can provide some of those additional opportunities.

Hiring an intern follows all of the same steps as hiring for any full-time or part-time positions.  So instead of doing those steps yourself, assign them to your team to gain leadership experiences.

There needs to be a description of the internship that includes the time frame, what skills are needed, what skills are nice to have, how to apply, and a blurb to upsell your company.  Plus, you need to post the internship, usually through a university’s career development department. Most universities have internship and job posting platforms, like Handshake, but some introductory emails, follow-up phone calls and even an on-site visit will build a better relationship with your partner schools.

After that, applications and resumes need reviewing and communications need to be sent.  Our company’s hiring process involves an initial phone screening and candidates that make it past the phone screen are asked to an in-person interview, so conference rooms and meetings need to be scheduled.  Interview questions and any tests need to be developed, administered and scored. And all of this needs to be collected in an easily digestible fashion to decide to whom you will extend your offer (and one or two back-ups, in case your first choice declines the invitation).

Once a candidate accepts, all of the standard on-boarding, orientation and training activities need to happen exactly as you would on board a full-time new hire. 

All interns receive an overview of what we do as a Company, documentation on the many concepts and acronyms, and then specific orientation by team (Technology, Quality, Marketing, etc.).  There are specific goals for Communication Skills, such as the tools we use, what are formal vs. informal communication methods and when to use them based on understanding the audience to which the communication is directed.  There are Context Building exercises, to help learn the inter-team, intra-team and extra-team dynamics, including high-level business stakeholders. And finally the specifics of the work, which can take the form of over-the-shoulder observations, peer work or individual work.  A sampling of internal and external resources is provided and interns are encouraged to seek out additional resources and present them to the team.

Throughout the internship, regular one-on-one meetings review the internship goals and progress, as well as offer insights into interviewing for “real” jobs, understanding career trajectory, and evaluating potential employers and the benefits they offer.  At the end of the internship, candidates must give a presentation about their internship experience, including feedback on areas that they wished they had more experiences, areas that they felt needed less emphasis, and experiences they did not receive, but would have liked.

Internships provide many opportunities for your team to get out of their daily routine and perform leadership tasks for which they would not normally be responsible.  The experiences provided can help them grow professionally, and the more experienced they get, the more you can keep them growing, ideally, into the next leadership opportunity your company provides.  And, if the stars align, you may also find your next new hire.

Ask the Experts: 2020 Predictions for the Digital Advertising Industry

Ask the Experts: 2020 Predictions for the Digital Advertising Industry

2020 is around the corner and if 2019 is any indication of what’s to come…there’s going to be a lot more changes. We asked experts at Bidtellect their predictions for the new year and what emerged was that as privacy moves to the forefront of conversation, so, too, will shifts in quality, ad types, and creative. Read on.

What are your predictions for the industry in 2020?

1. Privacy will play a major role in 2020 strategy with CCPA going into effect along with existing GDPR.

“The issue that will have the biggest impact on all digital marketing efforts in 2020, but particularly digital advertising campaigns, is privacy.  Specifically, the use of and reliance on personal consumer information in advertising, and how the use of that information will be regulated, protected, and limited.  Marketers must factor this into all their digital advertising plans in 2020​”

– Lon Otremba, CEO

“Platforms that rely heavily on audience targeting for performance will see a decline in results as the market continues to put restrictions on user data. Brands will be forced to rethink strategies and test new ones to make up for it.”

– Terah Bocchi, VP of Sales

“My 2020 prediction for AdTech, “Power to the People”, consumers will have more control over what personal information should be private, what is shared, with whom and how it can be used.”

– Kyle Suhan, Sr. Frontend Deveoper

“In the changing digital advertising ecosystem, focused on privacy and deeper regulation, contextual advertising will capture a greater portion of ad spend gaining ground against other methods of audience targeting.”

– Mike Conway, Chief Technology Officer

2. With Facebook under greater scrutiny for false accounts and shady ad placement, it’s time to start thinking beyond social, while DSPs will move to the forefront thanks to greater scale and optimization capabilities.

“Non-social native spending will decline and content distributions DSPs will benefit from that revenue!”

– Lisa Friedman, Director of Sales – East

“2020 – year of SPO. Clients will look to get a better understanding of DSPs supply paths to ensure they are not paying any unneeded tech tax.”

– Mike Feeley, VP Supply Partnerships

3. Ad types will continue to advance and evolve, from format to design.

“Each year, we see emerging trends with design. 2020 will be no exception to really explore surrealism and vivid, almost futuristic colors. Surrealism will be especially effective for retail clients to really showcase their products in a majestic way. The term “Zero Gravity” has been tossed around – images, text and copy will float on your page. We’ll begin to see a layered mix of portrait photography and bold digital design with simple minimalist shapes. [b]+studio is excited about these new trends and will begin testing out new imagery with a mixed use for our clients in 2020.”

– Missy Steiner, VP of Marketing

“I believe with consumers gaining more access to 5G, video ads will become more common and dynamic on mobile sites.”

– Tim Chidsey, Quality Engineer

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