Brand Ranch Media Marketing & Advertising Agency News

Marketing Trends in 2021

It’s December 2020 – finally! We are less than a month away before we wave goodbye to this rollercoaster year. While we “deck the halls” and “keep our spirits bright,” we eagerly await 2021 and hope for somewhat of a return to normalcy in the new year. Digital Marketing Agencies, as a whole, actually fared well in the uncertain economy. The Facebook Ad Boycott in June had little effect on Facebook’s bottom line. Overall spending on search advertising didn’t take the hit that was forecasted as retailers turned to more online marketing strategies to make up for lost in-store revenue. Looking through our shades at the hopefully brighter future ahead, we have identified some marketing trends in 2021 that brands and advertisers can expect as we transition into a new calendar year.

No more 3^rd party cookie targeting.

Utilizing 3^rd party advertising cookies to track user behavior on websites throughout the internet is a practice this is slowly being burned to a crisp and tossed down the disposal. Search engines and device makers have already eliminated or banned 3^rd party cookie tracking or have plans to do so in 2021. Brands that are not properly prepared for this will have a gap in their digital ad audience targeting. It will be important to start implementing data collection tools and methods in order to serve ads to the most engaged users who are likely to convert into a sale.

Google Analytics has a new face.

The future of analytics is now and in the form of Google Analytics 4. GA4 utilizes an event-based tracking method that features AI learning designed to help advertisers make smarter marketing decisions based on specific actions users take when visiting a website. Though not quite 100% fully developed, it’s best to set up and configure a GA4 analytics property along with the global site tag property and configure custom conversion tracking. As 2021 rolls along, we can expect to see more features added to GA4 to make it the analytics powerhouse that it’s promised to become.

Companies will continue to improve their customer’s digital buying experience.

As shoppers were locked out of retail stores in 2020, brands shifted their dollars and strategies towards improving the customer’s online buying experience much sooner than previously forecasted. Improvements to the mobile buying experience were a large focus as well as virtual customer services. It is unknown how long it will take for retail shoppers to feel comfortable in a traditional shopping environment, however we could eventually learn that more and more shoppers actually prefer a digital shopping experience. Amazon is now where more that half of consumers begin their search for products surpassing search engines, retailer websites, and brand websites.

Search Ad spending will continue to increase.

Despite forecasters’ predictions for 2020 search ad spend, the reality is that rather than taking huge losses now and in the foreseeable future, search ad spend will be on par with the original 2021 predictions and actually surpass forecasted estimates in 2022 and beyond. This comes as large retail brands shifted their marketing efforts to enhanced digital strategies during the lockdown caused by the Coronavirus pandemic.

SEO will continue to stay relevant.

Google continues to make core adjustments to their search algorithm and announced in May that the next update was going to focus on page load speed and mobile-friendliness. SEOs will need to adapt to these new guidelines in order to maintain site rankings and competitiveness in the organic search environment. Google tools, such as Lighthouse and Page Speed Insights, will assist in identifying site speed issues. It will be up to the SEOs to make the proper site adjustments. Mobile web experience adjustments will also be worth the investment. Websites will refine their mobile versions to enhance user experience and more sites will invest in development of AMP encoded mobile site versions designed to load faster on mobile platforms. All of these proactive measures will positively contribute to site ranking.

Ad revenues will increase for streaming devices and apps.

As more households cancel their cable services and switch to one of the many streaming options, more ad dollars will be spent trying to target these customers. Devices such as Smart TVs and Chromecast show video advertisements on free streaming apps that provide viewers with television shows and movies. One YouTube ad option (managed through the Google Ads platform) is to target Smart TV screens as well as streaming apps downloaded to those devices. Expect this feature to continue to gain momentum as it provides advertisers a streamlined option to publish video ads without directly going through paid media reps.

Facebook Ads will be limited.

Starting in February of 2021, Facebook will start to limit the number of ads that a page can concurrently run. According to Facebook, “running too many ads at once can hurt performance.” SMBs (small and medium sized businesses) are not likely to see their ad account affected by the limitations, however larger businesses that utilize widespread regional advertising will find themselves having to identify and focus on the most successful types of ads for their business goals.

TikTok Advertising spend will increase.

The newest social media platform has taken the US by storm after already leading Asian countries such as China and India in total downloads and daily users. TikTok has not only attracted the younger generation – it has become popular with those between the ages of 30-50 which opens opportunities for more advertisers to join in on the craze and reach consumers through another medium. TikTok should be included in any brand’s marketing plan in 2021.

Podcasts and Music Streaming Ad revenue will increase.

More people are working from home and companies are offering this option as part of an employment perk. As more people ditch their long commutes to work, they are turning away from traditional radio broadcasts and switching to Podcast programming and streamed music apps. There is a big market for advertising on these platforms as most users opt for free streaming versions that are ad supported.

As a full-service marketing agency, Brand Ranch Media develops and manages diverse marketing strategies that can propel your business into solid year-over-year revenue growth. Our experienced marketing experts bring diverse skillsets and understand all components of successful marketing campaigns. There is always time to adjust your marketing goals and that’s where we come in! Call us at 713-309-6380 or contact us to discuss!

Efficient Media Buying in Houston, Texas

Your business has a goal for 2021… You know who your target audience is… now you just have to figure out how to reach and influence them to drive results for your business – all while staying within budget (sometimes that’s the hard part)! Perhaps you should consider reaching out to an experienced Media Buyer in the Houston market – Brand Ranch Media!

If you want to get serious about advertising and find an efficient way to manage your ads in Houston, using an experienced media buyer is a must. A successful media buy is a great way to reach large audiences across an entire market to increase brand awareness.

Depending on who your target audience is, or what your target audience is doing with their time throughout the day, you may be considering dozens of different media outlets to reach and influence them. When you compare one media to another… it isn’t always apples to apples. Of course, you want to get the most out of your marketing investment – and branding and attribution are sometimes hard to tie back to a source directly and prove return on investment (ROI).

A comprehensive media buy should take into consideration the following:

Target Demographic – Including age, gender, qualitative, quantitative, and in-market segmentation characteristics
Media Ratings – Broadcast media buys should be based on the most recent 3-month average of data (also referred to as a “3 book average”) from Nielsen Ratings to show the most recent station performance and how your target demographic (i.e. Persons 18+, Women 25-54, etc.) performs on the particular media outlet. Ratings are measured by RTG (i.e. AQH in radio). It is important to factor in ratings boosts associated with holidays, sports, and political seasons.
Cost – The preferred means of measuring cost effectiveness of media campaigns and to gauge the market demand of each station is to do a cost analysis. In broadcast media the god standard is a Cost-Per-Point (CPP) Analysis. CPP Analysis measures how much it costs to buy 1 rating point (which is a measure of audience size, based on Nielsen Ranking). Since there are many stations competing for the same demographic (for example, there are several Adult Contemporary, Country, Talk, and R&B/ Hip-Hop formats available in a given market), CPP Analysis can help you choose the appropriate station mix to reach the most people with the highest frequency. In the digital media world, the performance measurement standards are dependent upon individual goals and can include: CPM (cost-per-thousand), CPA (cost-per-conversion), CPC (cost-per-click), CPV (cost-per-view), and the list goes on.

Have you confirmed you’re looking at the most accurate media info or books across all media? It’s easy to forget that reported measurements and ratings may be outdated. If you are looking at ratings and audiences from last fall, they may not be the same as what you should expect this coming summer. Audience demographics may shift with time. That could mean that you aren’t reaching as much of your target audience as you thought you were, or that your attempt to reach consumers it isn’t as efficient as you thought it was within that specific network. Additionally, your attempt to reach those same consumers across multiple media may not achieve the desired effect… and your media choices may not be working together to build your brand or share your story efficiently across multiple channels.

With so many different metrics involved, media buying has evolved into its own niche in the industry over the years, and it has helped countless Houston businesses improve the way they advertise products and services.

Hiring a devoted media buyer in Houston could certainly help you achieve your marketing goals within your budget, but hiring an inside employee as your Houston media buyer may not work for your business pocketbook. Trying to develop a media buyer within the complex Houston market place may have an expensive learning curve as well. So where do you start? The easy answer is… call BRAND RANCH MEDIA for your media buying in Houston and the surrounding markets!

Let us take the doubt and insecurity out of your media planning and buying process. We know the industry and the Houston market, and use our inside knowledge and constantly updated data to make informed decisions on our client’s behalf. As Houston media buyers, our clients always reach the target audience they are looking for at the most cost-effective rate to help them achieve their goals. You don’t have to feel anxious about keeping payroll down or waste time pondering if your media buy could have been done more efficiently as your team develops. Partnering with Brand Ranch Media gets you instant access to top-notch Houston media buyers.

As Houston Media Buyers we use our buying power, solid negotiating skills, and established connections across broadcast TV, radio, cable, OTT, billboards, print, and all types of traditional media to negotiate the best value for our clients. We also consider your marketing goals and balance traditional media with top-performing digital marketing capabilities. Considering buying strategies like PPC or CPM for digital success can’t be overstated. Search ads and display ads often have some of the best ROIs to achieve specific client goals when they are planned, bought, and executed efficiently. As Houston media buyers, we can help you plan out the appropriate budget break down per media channel and develop a media mix to interact with your audience that gets you the best cost per point or impression to ensure your success. Our goal is to provide honest recommendations to maximize the overall effectiveness of all of your campaigns.

Some media have invitationals or upfront windows where high-value clients can book or reserve their time or space before the general public. It’s often possible to look at media needs for the year and come up with a negotiated rate for the combined media buy at a huge savings when compared to buying media one quarter or season at a time.

We know sometimes a “gut feel on a good deal” is enough to sway someone to dodge the pressure and stress of shopping, negotiation, and re-crunching the numbers… Don’t allow inefficiency in your media buying process to compromise your results in the competitive Houston market. If you are trying to ensure your marketing efforts tie together all aspects of your campaign… and you need the benefits of strong negotiations… our media strategy and savings will drive performance… all while giving you back time in your day. It’s time to let the Houston media buyers at Brand Ranch Media get you the efficient, goal-oriented media buy your company needs to grow and succeed. Call us at 713 309 6380 and let’s discuss how we can help get the most results from your marketing budget.

Google Analytics 4: The Future of Analytics Is Changing

In mid-October, Google announced the release of Google Analytics 4 (GA4), a massive update to it’s Analytics software that helps businesses make data-driven marketing decisions based on user interactions and performance goals tracked on their websites and apps. Analytics (as it’s known) collects valuable consumer data such as behaviors, page visits, demographics, web traffic origins, and more by not only integrating with websites, but also through integration with Google marketing platforms such as Google Ads and YouTube as well as just about every other 3^rd party marketing software and tools widely used by advertisers. Since its release, GA4 has created quite the buzz in the digital advertising industry as marketers learn the differences in functionality, evaluate how the changes will affect future data analysis, and work to integrate GA4 with their websites as well as other digital marketing platforms. Today, we will share some of the insights gained through our personal experience with GA4 since its recent release.

Analytics and Session-based Tracking

Google has always strived to provide the best website analytics that help improve marketing decisions in order to get better ROI. The older version of Analytics is designed around Session-based tracking while GA4 is designed for Event-based tracking. In the original version, data analysts we re able to see user behavior based on a session. A session is a set amount of time that a user has interacting with a website. We can understand user behaviors such as page views, average session times, and pages per visits, just to name a few. Events such as various actions users take while visiting a website can be tracked but previously had to be custom coded in order to appear in Analytics. Goals can also be created to help track valuable user behavior such as submitting a contact form or making a phone call directly from the website using the click-to-call functionality.

GA4 and Event-based Tracking

GA4 uses Event-based tracking, essentially automating the process for tracking important, value-based actions users take on websites. GA4 will also be able to provide fast information on common questions marketers may want to know the answer to such as, “How many phone calls were there in March?” or “What product resulted in the most revenue in June?”. Event-based analytics is also going to be important moving forward as web browsers have removed or plan to remove cookie-based targeting. Event-based targeting will allow marketers to create custom lists based on user profiles and actions in order to use to target audiences that look like past website visitors or retarget past website visitors in their digital marketing efforts. This audience targeting can be segmented by users who took certain actions (events) while on the website and enable digital marketers to target customers who, for example, purchased a specific product. While the older Analytics software could accomplish the same targeting, it was done so through cookie tracking methods. GA4 seems to be the solution as cookie-based targeting becomes obsolete .

Updating to GA4

Now that you (hopefully) understand a little more about GA4, you might consider implementing it with your website. Though GA4 has been officially released, the data it currently provides is not something you would want to ditch the old version of Analytics for and go all-in on GA4. New functionality and statistical data will continue to be added to GA4 over time and implementing it, as well as keeping the original version of Analytics, is suggested in order to allow GA4 to optimize its AI learning capabilities over time. (Did we mention that GA4 uses AI machine learning to help you make better marketing decisions?) Implementation of GA4 has also been a process that Google has automated to make the transition easier for Analytics users. There are a few easy settings to configure, a few button clicks, and then GA4 will start populating data from the original Analytics property as well as guide you through setting up some events that are customized for your website and marketing platforms such as Google Ads.

As for the future of Analytics, it seems as though the future is now and now is the time to get acquainted with GA4. At Brand Ranch Media, we utilize the most cutting-edge marketing and analytics technologies to provide our clients with successful and profitable traditional and digital marketing campaigns. Give us a call at 713-309-6380 or send us a message to discuss how we can help you create a marketing plan optimized for results based on data-driven decision-making.

FREE ADVERTISING!? Are You Utilizing Co-Op Advertising to Its Full Potential?

FREE ADVERTISING Are You Utilizing Co-Op Advertising to Its Full Potential

Most of us have heard the saying “Nothing in this world is ever free.” While Co-Op Advertising is certainly not entirely “Free”, it is a very beneficial program for many businesses across industries! So, what is co-op advertising, which industries use it, what are the benefits of co-op advertising programs and what things should you know?

What is Co-Op Advertising?

Co-Op Advertising (or Cooperative Advertising) is an advertising partnership, as the name implies, between two (or more) companies that are involved in the chain between manufacturing, distribution, and retail. Co-Op Advertising is a way to share ad costs between involved parties and can be beneficial when seeking to improve the sales of a specific product. Many times, a business will partner with the manufacturer (or distributor) to run ads for a specific brand they wish to increase sales revenue on. The manufacturer or distributor will then pay for part, or in some cases all, of the advertising that includes their product or brand. Most Co-Op Advertising Programs have very specific brand guidelines and rules for each type of media outlet. Co-Op Advertising Programs often include an array of choices for media ranging from traditional broadcast to digital marketing efforts and everything in between.

Which Industries Use it?

There are many industries that have and utilize Co-Op Advertising Programs. Basically, if there is a national brand that sells products via retailers to consumers, you can bet they likely have an established Co-Op Advertising Program. Common examples of industry specific co-op advertising include Automotive (car dealerships), Powersports (ATVs, UTVs. Etc.), Lawn and Garden (lawn equipment, power tools, etc.), Farm and Ranch (tractor dealers, etc.), Marine (boats, watersports, etc.), Sporting Goods, HVAC Equipment (Trane, American Standard, Lennox, RUUD, Mitsubishi, etc.), Furniture, Mattresses, Electronics, and the list goes on.

What are the Benefits of Co-Op Advertising Programs?

The main benefit of Co-Op Advertising is the ability to offset your marketing costs. With a Co-Op Advertising agreement, businesses can advertise more and spend less money out of pocket because the advertising costs are either shared or covered in full by the manufacturer or distributor. This practice can increase ROI (Return on Investment) in a big way for many businesses.

In addition to the cost savings, many Co-Op Advertising Programs have marketing assets that are already created, can be used, and tweaked to meet your campaign goals and needs. This can save both time and money with production costs for advertising assets and creative, making these resources an efficient way to create co-op ads.

Co-Op Advertising campaigns often result in reinforcement of a strong brand yet creates a custom, localized feel for business retailers. Manufacturers are able to increase brand awareness and local businesses are able to advertise their products and services while marketing their own brand, resulting in a win-win situation.

What Should You Know About Co-Op Advertising?

First, you should do the research to determine if you may have Co-Op funds available to your business through a Co-Op Advertising Program. Once you determine the funds available, it is time to create a game plan for the best utilization of the Co-Op Advertising funds. You will want to work with an experienced media partner that can guide you on the best usage of your Co-Op Advertising dollars and incorporate it into your overall media plan. Strategy is very important. You will want to maximize your ad spend, be able to negotiate the best media rates, properly plan your campaign flight depending on your business and industry trends, and then plan an effective campaign with proper messaging and branding to compliment your existing campaigns.

Secondly, before planning your campaign it is important to be aware of the specific guidelines that are in place for your Co-Op Advertising Program. Most programs have standards for branding that you will have to follow. Additionally, there are often detailed rules for each media outlet (television or cinema, radio, print, Over-The-Top Television/OTT, billboards, websites and landing pages, uniforms and apparel, social media, email marketing, online banner ads, digital video/pre-roll, search engine marketing, etc.). Once you are aware of the rules, you can work on the creative. Most Co-Op Advertising Programs require submission of all creative for pre-approval prior to running your ads.

At the end of the day, you will want to work with a trusted partner who knows your business, your brand, and can maximize your Co-Op Advertising Program benefits to ensure your success.

As a leading marketing and advertising agency, Brand Ranch Media has many years of experience running Co-Op Advertising Campaigns across industries. We know how to maximize your marketing dollars by utilizing Co-Op Advertising to its fullest potential to meet your goals and increase return on investment. If you are looking for assistance with how to best utilize your Co-Op Advertising Program, give us a call at 713-309-6380 or contact us and we can gladly assist you!

“Do You Even TikTok, Bro?”

If you haven’t seen TV ads for it, you might have heard about it in the news as either the fastest growing social media platform in the world or as a target for President Trump, saying that the Chinese-owned app was a potential security risk. Either way, TikTok’s exponential growth rate in the US alone creates a fascinating case study for advertisers who are looking to expand their brand’s reach as we all inch closer to the “oh, we cannot wait for it to be 2021” new year.

“Bro, what is TikTok?”

TikTok is a social media platform and mobile app where users basically share videos. Users can choose from all sorts of song clips or sound bites to use as soundtracks or effects for the videos they create. If this sounds childish, you might be right considering that about 33% of all US TikTok users are between the ages of 10 and 19. However, that leaves another 66% of the US TikTok users to be distributed amongst the age groups of 20 to over age 55 with 30% of those age 30-50. According to global data provided by TikTok, there were over 100 million monthly active users in the US with 50 million of those using the platform every day.

“What Should You Do About it, Bro?”

If you’re an advertiser, you may want to consider TikTok as a legitimate advertising platform to reach specific targeted audiences. When targeting the teenage demographic, brands such as apparel, gaming, entertainment, and food and beverage industries (aside from alcohol) could benefit greatly with focused ads on TikTok. The adult market is also a targeted demographic that advertisers should consider now as well as in the future. Pre-COVID pandemic demographic statistics show that of all adult users of TikTok in the US, 66% were between the ages of 18 and 34. In addition, 40% of all adult users had a household income of over $100,000 per year. Industries such as travel, automotive, electronics, apparel, mobile carrier services, internet and television providers, streaming services, and more could benefit from a marketing plan that includes TikTok. Of course, music is also a huge part of TikTok’s platform. Promotion of musical artists, album and single releases, upcoming tours, concerts, and festivals would be ideal for targeting the average TikTok user.

“Wrap it up, Bro!”

TikTok’s future in the US is still a bit uncertain. There have been discussions and legal battles to block the Trump Administration’s proposed ban of the app which claims that the data of all US users will be available and utilized by China to the detriment of the United States. It should be noted that popular apps and websites blocked by the Chinese government include Google, Facebook, Twitter, YouTube, and Instagram, just to name a few. US-based companies have been in discussions to purchase all or a large portion of TikTok’s US operations. More will be revealed in the coming months regarding the fate of TikTok in the US. While it might not be the best time for advertisers to go “all in” on the platform, it is definitely worth some serious consideration.

We love helping brands identify new avenues to promote their business. Feel free to call us at 713-309-6380 or contact us to start the process!

Apple to Block User Tracking for Free Online Apps

In our last article we discussed how the elimination of 3rd party cookies will affect digital marketing strategies. Internet browsers Safari and Firefox have already eliminated 3^rd party cookie tracking. Google’s Chrome browser will block 3^rd party cookies by 2022. With all of these browsers eliminating 3^rd party cookies, tracking customer behavior for digital advertising purposes will become a thing of the past and advertisers will have to adapt to new targeting methods, perhaps even creating breakthrough techniques.

The next major change to better protect user privacy regarding ad targeting was supposed to come to Apple devices, including the iPhone, iPad, and Apple TV. Announced in June, Apple stated that privacy is a “fundamental human right” and the release of iOS 14, the newest software upgrade, would require apps to ask user permission before they can collect and share data, often used for advertising purposes. This would most likely have a larger effect on apps that are within an overall “audience network” versus apps, such as Facebook, which have the ability to utilize their own targeting within their specific apps. Facebook and Google’s audience networks include app partners (other apps where ads are shown that can collect revenue by providing ad space for Facebook and Google ads).

To better illustrate, analyst Michael Pachter describes:

“…investors clearly think that the competing ad networks run by the likes of Snap and Twitter are going to be put at a disadvantage while titans like Google and Facebook charge ahead.

Currently, if an iPhone user looks at an item on the Amazon app, then looks it up on the Best Buy app, advertisers know that someone is shopping around. So they could deliver a promotion to that user, Pachter said. Once iOS 14 is released, that won’t be possible unless users opt in.”

Because Facebook has its own network of systems, they will not likely be affected by the Apple update.

Apple announced a delay in the release of the anti-tracking update in iOS 14, instead saying that portion of the update will be released in early 2021. Though, this is not a sign that Apple is having second thoughts about anti-tracking, it will give Facebook and other app advertisers more time to evaluate and determine their next steps to work around this update. One recommendation from Facebook is for app advertisers to create a separate ad account devoted to iOS users. From a general business standpoint, we can probably expect that ads will be limited on audience networks and therefore will heavily rely on the direct networks of Facebook and Google. Advertisers also might want to set up different campaigns that target specific devices moving forward.

iOS 14 was released today (September 16, 2020) without the privacy update. Since there is still some time before this portion of the update is released, everyone is just going to have to find a way to adapt.

If you have a concern about the future of your digital marketing efforts, especially as it pertains to upcoming system and policy changes, our marketing experts and Brand Ranch Media want to speak with you! Our phones are open to your calls at 713-309-6380 or go ahead and reach out through our online contact form.

How Will 3rd Party Cookie Elimination Affect Your Digital Marketing Strategy

Cookies follow us throughout our time spent on the internet. They track every movement, every behavior, and it’s just plain scary sometimes. Have you ever been online looking at a t-shirt to buy and then navigated to another website only to find an ad for that same shirt? That’s the work of a 3^rd party cookie.

By definition, a 3^rd party cookie is a piece of code embedded into a users’ web browser that tracks their every move online. It tracks what is viewed, what is placed in shopping carts, purchases, and even non-purchases. However, 3^rd party cookies don’t just track behaviors on one website, but rather they track behavior throughout the entire users’ internet experience.

Since 2014, Safari has restricted 3^rd party cookies as well as Firefox following in 2019. These two web browsers combine for about 40% of all internet traffic in the US! Safari also accounts for over half of mobile internet traffic. This consists of millions of internet users that advertisers are not able to collect behavior data on, an advantage digital marketers have over traditional advertising methods such as television and radio. In an effort to further protect user privacy, Google announced that it will begin to phase out 3^rd party cookies on their Chrome browser with a target completion date sometime in 2022.

So, what does this mean for the future of digital marketing?

The ability to adapt to new targeting methods will be the key to future success in the digital marketing realm. If you work in the digital industry, then chances are that you are already familiar with adapting to changes in the marketing landscape. It seems as though advertising policies change daily and keeping track of all the changes can be a daunting thought considering there are so many different digital platforms to manage.

Moving forward, the data someone is able to collect first-hand (through 1^st party cookies) is likely to increasingly become more vital than it already is. One method of 1^st party cookie data collection is actually a Google product: Analytics. There are all sorts of user datapoints that you can collect to see how they interact with your website. This data can be combined in Analytics to create custom marketing lists that can be linked to and used by Google Ads to reach a specific audience. Since this data is collected directly from your website and not based off of user behavior across the internet, it is NOT considered 3^rd party.

Another example of 1^st party data collection is gathering customer data through newsletter sign ups, email lists, and past customer data. Not only is this beneficial for email marketing campaigns, but the data can also be used to create “lookalike” audiences which will target users based on the overall general profile similar to the demographics of the people included in the list. Instead of targeting people based on their personal internet history (3^rd party cookies) you can target them based on whether or not they “look like” your current customer profile.

Social media platforms, such as Facebook, have revolutionized user data and how it can be used to target a specific audience. Millions of users freely provided their personal information, interests, and habits directly to Facebook which then can provide advertisers with enhanced targeting methods that they can use freely as long as the user is logged into Facebook. Google has similar targeting methods, but the user needs to be logged into their Google account in order for it to be fully effective and not everyone that uses the internet is logged into a Google account.

There are likely other methods for digital ad targeting not yet invented. The digital advertising landscape is likely to continue to change and adapt just as the policies that govern them. If you think your advertising efforts could be better targeted, our experts and Brand Ranch Media want to speak with you! Please feel free to give us a call at 713-309-6380 or reach out through our online contact form.

Google vs. Bing for US Advertisers

If you’re like everyone else (well, actually 64% of the desktop computer users in the US) then you likely utilize Google as your main search engine, whether you know it or not. Google-powered searches have been indoctrinated into our society as the “best” and “most powerful” ways to find reliable information on the internet. However, with the rise of other search engine providers, Google has experienced some market competition that they, until recently, have not really had to compete with before.

The way we search has changed since the days of Alta Vista. When people want to look things up on the internet, the phrase that might pop into their mind is, “I’ll Google it!” With the expansion and growing popularity of voice search, browsing the internet (in the traditional sense) is almost a thing of the past. All you have to do now is ask your phone questions that start off with something like, “Hey Siri…!” The default search engine for the majority of mobile devices is powered by Google. You can, however, change this option in the device settings.

Worldwide, Google still owns the market share for search engines with over 91% of users utilizing it. However, in the US, Bing controls 36% of all desktop searches! Many internet users today also don’t just stick with one search engine. Of the 126 million people utilizing Bing, about half use only Bing while the other half uses both Bing and Google. This is some very important information for SMB (Small and Medium-sized Business) advertisers to consider when deciding how to reach the largest possible audience. If a small business shows up in ad results for both Google and Bing, it will a) achieve that greater audience reach and b) might seem more relevant to the consumer. If I personally see an ad for a local company across different platforms, I think to myself, “Wow, these guys are everywhere!”

Bing is a Microsoft product. Many large corporations and large office environments utilize Microsoft desktop computers for their workforce. In fact, 75% of business computers are a PC. As a security measure, IT departments typically do not allow their users to add or remove programs without official approval. Some even limit the types of website content their users access online. These office computers are typically powered by the Windows operating system that uses Bing as its default search engine. So, a small business could potentially reach more business professionals through advertising on Bing. Industries that tend to do well with Bing advertising include healthcare, general B2B, and finance.

What kind of ads perform better on Bing?

The demographic profile of the average Bing users also differs from that of Google and other search engines. Bing users tend to be a little older on average, at age 45. They are also more educated with half that have a college degree and almost 1 in 5 with an advanced degree. A third of Bing users have a higher household income of more than $100k – meaning more buying power than users of other search engines.

Finally, since there are fewer advertisers on Bing than Google (500,000 vs. tens of millions) the ad costs are much lower on Bing than Google. Bing ads also tend to have better click-through-rates and a lower cost to acquire a new customer. This is great news for small, local businesses who want to take advantage of Bing’s network in addition to Google Ads and Social Media advertising. A Bing Ads campaign is a great addition to your marketing strategy, and you won’t have to spend the same amount as you would for Google in order to achieve results.

We love working with our clients every day and it’s exciting to be part of their successes. If you would like to speak with one of our experienced marketing professionals about your business goals, give us a call at 713-309-6380 or shoot us a message via our contact form!

Sources: https://www.wordstream.com/blog/ws/2019/11/19/who-uses-bing-anyway

Facebook Shops: What it Means for Small Businesses

Small, family-owned businesses have been the lifeblood of the United States supplying goods to its citizens and visitors since the first colonial days. Larger department stores did not start to become popular until the mid-1800s and mega-stores like Wal-Mart came about in the mid Twentieth century. Many of the smaller mom and pop retailers were forced to close as they just could not compete with the lower prices and the variety of inventory that their newly opened counterparts offered. Technology has helped to somewhat level the retail playing field. Along with the invention of the internet, development of do-it-yourself websites has enabled smaller, budget conscious stores to create websites with eCommerce capabilities allowing customers to purchase products online.

What about shops or small farmers or artisans with no online presence? Many of the vendors at the Houston Rodeo, which was canceled due to the Coronavirus pandemic, depend on the rodeo venue to sell their goods and do not have websites that would help to offset any losses incurred due to the unexpected closure. Facebook to the rescue!

In late May of 2020, Facebook announced the launch of Facebook Shops which is a tool to help shoppers buy products online as well as provide sellers a way to sell their products. According to Facebook, the Shops feature makes it easy for all small (and not-so-small) merchandisers to sell products directly through their Facebook and Instagram accounts. For a small transaction fee, shoppers will be able to use electronic payment methods as well. Utilizing all the different messaging options that Facebook provides, shop owners will be able to chat directly with customers to help drive sales. For page owners that also have an eCommerce website, Facebook is working with eCommerce website platforms such as Shopify and WooCommerce that will integrate product catalogs with Facebook Shops so that you won’t have to enter products manually on Facebook or Instagram.

Facebook shops will be a great way for customers to find the types of shops that they may be interested in. Facebook will make shop suggestions to users who are likely to have an interest in shop merchandise based on the users’ profile. For example, if Jane Smith has an interest in boutique clothing, Facebook might show her recommendations for different boutiques that have a Facebook Shop. The shop owners will also be able to take advantage of Facebook Ads to better target their potential customers. Advertising on Facebook is a relatively inexpensive way to reach your target audience and is much cheaper than other digital platforms, radio, TV, Streaming providers, and print.

Facebook Shops should prove to be very beneficial for retailers with smaller budgets. For a more technically inclined shop owner, set up could take some time but there are articles online that describe the step-by-step process. If you have questions and need assistance setting up and managing your own Facebook Shop, our experts at Brand Ranch Media are here to help. Give us a call at 713-309-6380 or reach out to us via website contact form.

Facebook Boycott: What Does it Mean for Advertisers

Many people have already heard about the Facebook Boycott. In fact, the search term began to skyrocket according to Google Trends in late June. By early July, more than 750 companies and the advertising agencies they work with joined in with larger advertisers leading the way such as Coca-Cola, Hershey, Walgreens, Best Buy, Ford, and Adidas just to name a few. At one point, over 200 additional firms joined in the boycott in a 24-hour period. The boycott originated from a call out by advocacy group Stop Hate for Profit claiming that social media providers, specifically Facebook which made 98% of its 2019 revenue from ad sales, allows hate speech on their platforms from the accounts of politicians and high-profile influencers. We briefly touched on this subject in a previous article, Medical Advertising Series Part 2: Social Media, Censorship, Fact-Checkers, and Implications. What does this boycott mean for advertisers and the future of advertising?

More Marketing Dollars for Other Platforms

With billion-dollar implications on Facebook ad revenue, where else will advertisers place ads? Some might say that other digital marketing platforms might see an increase in revenue. Facebook made almost $70 billion in advertising revenue in 2019. The Google Ads platform made a whopping $134 billion! Google-owned YouTube brought in a mere $15 billion in ad revenue in 2019 and video advertising grows more popular every year as more users are turning to YouTube to view content. OTT (over-the-top) advertising, which delivers video ad content through streaming services like Hulu, Netflix, Roku and more, could also see an increase. In 2020, OTT revenue was predicted to increase by 31% to $5 billion and with the continued popularity of streaming services versus cable TV and satellite, there is definitely room for growth.

Spending on Infrastructure

It is possible that with these freed-up marketing dollars, large companies like Coca-Cola or Best Buy could use the money within their corporations. Allocating some of these extra funds to pay off corporate debts or improve infrastructure might be fiscally responsible however since these are publicly traded companies, they would need to have some serious internal discussions as to where and how to revise their budgets. In this case, advertising firms would need to try and salvage any decrease in ad spend and convince them to increase advertising on other platforms.

Maybe Nothing

Facebook has spent many resources and time trying to appease their advertisers since the boycott began. They have had a tough go it as advertisers seem to have demands that Facebook has not yet been willing to abide by. Since ad dollars are how Facebook makes its revenue, it is likely that they will be able to come to an agreement with all or some of the advertisers. Facebook does have one advantage in that they are expected to increase to 1.69 billion global users in 2020. And even though there are 6.9 billion Google searches every day, Google search advertising is much more expensive than Facebook ads. As advertisers pause their Facebook advertising during this boycott, they will evaluate the effect it has on their overall bottom line and perhaps decide to come to an agreement moving forward.

If you have any questions about any type of advertising, we are here to help! Please give us a call at 713-309-6380 or contact us online.

Sources:

https://www.nytimes.com/2020/06/29/business/dealbook/facebook-boycott-ads.html

https://www.washingtonpost.com/technology/2020/07/03/facebook-advertiser-boycott-hate/