People are braver than you think
— Prakash Dharmarajan, Director @ Ogilvy Chennai
Information is the oil of the 21st century, and analytics is the combustion engine.
— Peter Sondergaard, SVP, Gartner, BusinessWire.com | 17 October 2011
ROI = Return on Involvement
— Kevin Roberts, CEO of Saatchi & Saatchi @ MIDEM 2012
GOOGLE ADWORDS [on april fools]: Introducing Click-to-Teleport Ad Extensions
Exactly one year ago we rolled out Teleport Search in select markets, expanding the Google Search results beyond providing links and allowing users to travel through time and space. Today, we’re rolling out this functionality to AdWords and DoubleClick with a new ad extension: Click-To-Teleport (beta)*.
While features like call extensions and location extensions have aimed at solving the “online to store” marketing objective for multichannel advertisers, Click-to-Teleport shortens the offline conversion funnel by allowing a user to teleport directly to your business location by clicking on your search ad.
You’ll additionally be able to tailor Click-to-Teleport extensions to your business goals by choosing to either:
- Optimize for closest location: Least disorienting for visitors, and helps you maintain a local feeling.
- Optimize for conversions: Teleports visitors to locations where your customers are most likely to convert.
- Rotate evenly: Teleports visitor to a random business location and helpful for avoiding overcrowded business locations.
Please be aware that while Click-to-Teleport is in beta, there is no “teleport back home” option for users. You are responsible for providing return transportation or calling a taxi for any teleport customer. At this time, Click-to-Teleport extensions are available in all countries and languages on Earth but are not compatible with our recently launched planetary targeting options.
To learn more, visit the Click-to-Teleport site.
Posted by David Kaufman, Teleportation & Time Travel Marketing Manager
*IMPORTANT: Though we have worked out most of the kinks with Click-to-Teleport, the technology is still in beta. Google will not be held responsible for any teleporting related injuries, unexpected time travel or any other teleporting risks, such as those demonstrated in The Fly.
Facebook “offers” and “reach generators” for Small Business
Offers: The most important and widely available new advertising tool for small businesses is called Offers, which allows businesses, brands and other Page owners to share discounts and offers with their fans. Making an Offer is as easy a creating a Status Update. Once posted to your Timeline, fans can claim the offer and use it at your business’s brick-and-mortar location or other point of purchase. And best of all, it doesn’t cost anything to create, post or claim an Offer.
How is an Offer any different from a Status Update that promotes a discount? By design, Offers are ideally suited to be promoted as Sponsored Stories, which increases the number of Facebook users who see them. If you’re unfamiliar with Sponsored Stories, here’s the attraction: You pay Facebook to put the spotlight on Status Updates, Offers or other posts (i.e., stories) that are generated by you and appear within your Timeline. The “sponsored story” then appears in the News Feed of not only your fans but of their friends.
So in other words, by paying to sponsor the story, a person’s friends are more likely to see it and may similarly be interested in your special deal. Offers appear on both the desktop and mobile versions of Facebook’s News Feed and are being rolled out to Facebook Pages over the next few months.
Reach Generator: Facebook’s Reach Generator is a system that allows advertisers to pay a fixed fee to ensure that their content/ads will be seen by 75 percent of their fans. (Currently, the company estimates that a business’s branded page reaches just 16 percent of fans on average.) Instead of paying by the click like many who use Facebook’s self-serve advertising platform, Facebook hopes the fixed rate will appeal to advertisers. Though the system is targeted at deep-pocketed brands at present, it could offer a lower-cost option for smaller businesses in the weeks and months to come.
The bottom line on Facebook’s new ad programs is, if you’re creating ads and content that resonates with your fans, you’ll be able to leverage that material even more than before. Facebook requires several actions to occur before a paid advertisement shows up in the feed. Users must Like a page, or user’s friends must Like, Comment, Share, Check in or claim an Offer. Otherwise, you can still buy a display ad that appears on the right side of the page just like everybody else’s.
[Advertisements are a form of social communication that resonate the cultural values of a society]
— Durriya Khairullah (a bit academic, but clear and concise)