When Your Ads Are a Whole Mood

[00:00:00] It is Wednesday, September 11th.

[00:00:04] Today, Happy Words Higher Clicks, How Your Copywriting's Emotion Matters

[00:00:09] Ads are coming to AI but why are marketers so hesitant?

[00:00:13] Pinterest really wants you to pay more attention to it

[00:00:16] And lawyers are first up on Google's new hit list

[00:00:20] I'm Tod Maffin, that's ahead today in Digital Marketing

[00:00:26] Could vibes be the secret to more clicks?

[00:00:29] Advertisers spent about $110 billion in the US on paid search ads last year

[00:00:35] But many are still unsure why some ads get clicks while others don't

[00:00:40] Traditional strategies tend to focus on using deal-related

[00:00:43] Or brand-specific keywords to boost relevance

[00:00:46] But are they missing something?

[00:00:48] Well, the new study in the Journal of Marketing is found that positive emotions affect the words used in search queries

[00:00:55] And can boost clicks on paid search ads

[00:00:58] Research is found that when consumers feel good

[00:01:01] They tend to use more emotionally charged keywords in their queries

[00:01:06] This intern increases the likelihood of clicking on paid search ads

[00:01:11] Quoting from the study authors, quote,

[00:01:13] We find that experiencing positive emotion at the outset of an online product search

[00:01:18] Primes emotionally congruent thoughts

[00:01:21] This priming makes consumers more likely to use positive emotion keywords

[00:01:26] Like a happy book

[00:01:29] Then neutral keywords like a paperback book

[00:01:32] To describe the product they're searching for

[00:01:35] Thereafter, appalling countering sponsored content like paid search ads and search results

[00:01:39] Consumers are unlikely to use their lay beliefs about advertisers

[00:01:44] Altaria motives to manipulate them

[00:01:47] As a result, consumers are more likely to click on paid search ads

[00:01:52] If they used a positive emotion keyword

[00:01:55] Rather than a neutral keyword in their query, unquote

[00:02:00] The study's researcher suggests that using these keywords could also reduce costs per click

[00:02:05] As bid prices for these types of keywords are low

[00:02:08] Yet consumer ad clicks in response to these keywords are higher

[00:02:12] Focus on targeting these keywords during high emotion periods

[00:02:16] Like weekends and holidays

[00:02:18] When consumers are more likely to use positive keywords

[00:02:21] And hedonic products like clothing, entertainment and dining

[00:02:26] Are more likely to benefit from positive emotion keyword strategies

[00:02:30] We have a link to the full study in today's email newsletter

[00:02:34] Which you can sign up to for free by tapping the link at the top of the show notes

[00:02:37] Or going to today indigitil.com slash newsletter

[00:02:44] Earlier this week we reported on Google's announcement that they are sunsetting the enhanced CPC bid strategy

[00:02:51] Starting next month, you will not be able to select enhanced CPC anymore

[00:02:56] When creating or editing a campaign and by March all existing campaigns using EECPC

[00:03:03] Will automatically be moved to manual CPC bidding

[00:03:07] Here to tell us more about this change and what it means for you and your campaigns is our Google ads correspondent

[00:03:13] Jill Saskin Gales Jill spent six years at Google today

[00:03:17] She runs the inside Google ads training program for practitioners and is host of the inside Google ads podcast

[00:03:23] Jill before we get started on the change, what is enhanced CPC bidding

[00:03:28] Enhanced CPC is a bid strategy that's kind of like your Goldilocks solution between manual bidding and automated bidding

[00:03:35] So you won't control over your campaigns, but then you also want some of Google's magical AI to help you

[00:03:41] Enhanced CPC was your solution and so practically what it does is use set your bids for your keywords or audiences or ad groups

[00:03:48] Just like you would with manual bidding

[00:03:50] So say for the keyword marketing podcast you set a two dollar bid that means you're willing to bid up to two dollars to advertise when someone searches for that keyword

[00:03:59] But with enhanced CPC turned on what that means is you give Google permission to bid up a little bit if they think that users very likely to convert

[00:04:07] And then to bid down a little bit if they think that users not likely to convert

[00:04:12] So just bring in a bit of conversion data to adjust your bids and at the end of the day, although it gives Google permission to bid higher than your max CPC

[00:04:21] Enhanced CPC to keep your average CPC auto around your max CPC

[00:04:26] So for example, if you previously had set a two dollar bid limit Google could potentially bid two dollars and 50 cents

[00:04:33] Or another it might not bid it all or only bid 50 cents with the end of the day your average CPC would still be about two dollars

[00:04:41] Gotcha, and how is this different than target CPA or target row ass which are also Google bid strategies that sound a little similar sort of

[00:04:49] Definitely similar so target CPA and target row ass are two smart bidding strategies and so smart bidding means using AI but also means Google is taking into account a whole bunch of different signals at auction time

[00:05:03] So with the manual bids strategy you set the maximum amount you're going to pay for click and that's that

[00:05:09] But with smart bidding, you don't set a bid at all. Instead, you just tell Google your goal like my target CPA I'm looking to get from this campaign is forty dollars

[00:05:18] Or my target row ass and we'll can to get from this campaign is three hundred twenty five percent and then Google gets to choose your bids for each and every single auction with the goal to eventually get you that result

[00:05:30] And so that's how you can end up sometimes paying twenty dollars for a click or even a hundred dollars for a click sometimes the smart bidding can seem really stupid

[00:05:37] But with enough data and time these things learn and it's focused on driving a result rather than driving a specific cost per click

[00:05:46] Okay, so back to a hand CPC which there's some setting why why are they getting rid of it now?

[00:05:54] And hence CPCs day came long ago. I mean, and hence CPC was the first kind of automated bringing automation in that we ever saw it predates all the smart bidding we have now

[00:06:04] So back when we all manually bid all the time and hence CPC was as revolutionary thing to bring some conversion data and automation into your bidding

[00:06:13] Now the Google in my opinion rightfully pushes smart bidding so hard and that means maximize conversions target CPA maximize conversion value or target row as those are the four smart bidding strategies

[00:06:26] There's not really a need for this in between solution anymore is you're going to manually bid or you're going to smart bid. So this was baby AI

[00:06:33] Baby AI exactly and now AI has gotten its wings and learned to fly and doesn't need those training wheels anymore. Gotcha, and if advertisers are using enhanced CPC right now in their campaigns perhaps this is one of those set it

[00:06:47] For added campaigns that they set up two years ago and just apply to daily budget to it and they're getting good results how do those people prepare for this change

[00:06:54] If you're using ECPC and it's working well for you, I'd recommend that you test target CPA or target row as and the reason I'd recommend one of those bits strategies is if it's working well for you that means you're currently hitting your CPA target or you're currently hitting your row as target.

[00:07:11] I would not recommend that you move to a maximize strategy like maximize conversions or maximize conversion value because those work really differently. Those tell Google here's my budget

[00:07:22] Spend it to get me results whereas when he used target CPA or target row as you think here's the efficiency I'm looking for only spend my money if you can get me that efficiency and so it's much more similar to how something like ECPC would have worked

[00:07:38] So you can use an experiment to divide your traffic and see how one of these bid strategies works better. You can just go ahead and make the change right away or you can wait until you know March 2025 like most of us and then have a little freak out and then decide which bid strategy you want to use next and of course if you do want to manual bid. At least for now going backwards to purely manual bidding is still an option.

[00:08:01] Which is what will happen as you as you mentioned in March of 2025 of next year exactly if you do nothing then your campaigns that use and hence CPC will just become manually bidding campaigns that no longer take conversion data into account.

[00:08:15] All right, Jill thank you. Thanks, Todd.

[00:08:17] Jill's asking gales is our Google ads correspondent. She's here every second Wednesday. You can learn more about her Google ads training program at our affiliate link at today in digital dot com slash GA.

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[00:09:26] Don't just do influence or marketing do it right with popular pay is a dobe's generative AI video content has entered the chat.

[00:09:36] The tech giant today announcing its new firefly video model with tools including text to video and a new feature that can produce video clips from your brands stock photos.

[00:09:48] A dobe's text to video feature lets users create video clips from written descriptions and adjust the results using various camera controls to simulate different camera angles motions and shooting distances.

[00:10:02] The model also includes an image to video feature that can turn specific reference images into video clips.

[00:10:07] A dobe suggests this could be useful for creating b-roll footage or addressing gaps in production timelines.

[00:10:12] The firefly video model is designed to be commercially safe and will be available in beta later this year.

[00:10:19] It will eventually be integrated into creative cloud experience cloud and Adobe express applications.

[00:10:25] The company also previewed the upcoming generative extend feature for premier pro which can extend the length of existing video footage similar to Photoshop's generative expand tool for image backgrounds.

[00:10:38] This feature is also expected to be released later this year.

[00:10:47] As Adobe makes way with generative AI and video content perplexity, a generative AI search engine plans to launch ads in Q4.

[00:10:55] But the market reports this week that advertisers might be hesitant to invest without proof that their ad dollars will stretch further than they do on Google.

[00:11:04] Zach Wolfowk, associate director of paid search at ad agency VML, points out that advertisers are wary of trying the new platform due to privacy concerns.

[00:11:14] Media buyers need assurance that perplexity can deliver relevant content accurately display ads and lead users to relevant landing pages.

[00:11:23] To win over advertisers, the search engine needs to prove its success with early adopters who do take a chance on the ad platform.

[00:11:30] It'll need to build trust and address brand safety concerns, including recent plagiarism allegations against it.

[00:11:37] It's successful. It could tap into the vast US search ad market forecasted to hit $125 billion this year with Google capturing about half that share.

[00:11:49] But as AI powered search engines evolve, Google is anticipated to adapt to maintain its lead.

[00:11:55] According to e-marketers forecast, Google's share of traditional search ad spend is expected to grow in the generative AI era.

[00:12:08] Pinterest is looking for a piece of your ad budget. The platform recently launched the next phase of its promotional campaign designed to boost awareness among potential ad partners.

[00:12:17] The campaign which was first launched in July aims to show how the platform benefits users by connecting them with a wide range of interests.

[00:12:25] In this new phase, the focus for marketers is on party planning, recipes and shopping discovery.

[00:12:33] This expanded pushes part of Pinterest's broader strategy to increase revenue particularly in Western markets.

[00:12:44] Google is now enforcing stricter verification checks for local service ads.

[00:12:49] Earlier this year, the tech giant introduced a new process for its local service ads program.

[00:12:54] Now Google has started the rollout first with law firm advertisers.

[00:12:59] Here is what the email Google sent out said quote,

[00:13:02] In order to keep your local services ads running the business owner or senior partner at your law firm or practice,

[00:13:08] we'll need to pass an identity check by November 15th.

[00:13:12] Additionally, any featured professionals will also need to pass an identity check by November 15th in order to keep appearing in your ads.

[00:13:23] On September 16th, the lawyers listed on your local services ads account will be sent emails from our partner evident to verify their identity.

[00:13:31] Once their identity is verified, local services ads will use that check to verify the name on the professional license in their profile.

[00:13:39] They will have 30 days from the start of the check to complete identity verification.

[00:13:49] And finally, Meta's digital ad supremacy persists, topping digital ad revenue growth in every quarter for the past year.

[00:13:57] E-market of reporting that in this year's second quarter, Meta outpaced Pinterest and snap for the fourth consecutive quarter according to the company's earning.

[00:14:06] Pinterest and Snap however have narrowed the gap so far this year.

[00:14:10] Despite rising ad loads, Meta's user base grew by 7% last quarter with add impressions and price per ad both jumping by 10%.

[00:14:22] E-marketer forecast a 15% rise in Meta's U.S. ad revenue for this year.

[00:14:27] That will get it to nearly 65 billion dollars.

[00:14:33] So the battle for sleep failed again last year.

[00:14:37] I was up from 2 in the morning for 6 in the morning.

[00:14:39] At least this time not completely awake, it's kind of like a tossing and turning very aggressively.

[00:14:46] Someone had mentioned that I should try and make these young and then Stefan I were talking and she's like, oh yeah, McVeasyam is that's the thing that actually works.

[00:14:53] So as soon as we put the show on the news, I put a bed.

[00:14:57] I went right to the drugstore and of course there's a million brand extensions that is like three or four different kinds of McNeasyam and it's McNeasyam blend with this and I really want to get me McNeasyam because you know, candy.

[00:15:10] But they're like a fifth of the dosage and five times the cost.

[00:15:15] So still trying to figure out the secret of sleep and yes, I put my phone away an hour before bed and do all the things.

[00:15:21] Better living through chemistry they said.

[00:15:25] I'm Todd Maffin, thanks for listening. See you tomorrow.