1628725184 Emirates Airlines Comercial

Emirates Airlines hits with commercial on top of the world: video

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Many netizens wondered if it was real or was it a montage, that’s how the company responded.

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This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.


At the top of the largest building in the world, the Burj Khalifa , the impressive Emirates Airlines commercial was filmed, casting doubt on the veracity of its content.

At 828 meters , the luxury airline filmed a commercial conceptualized and directed by the company, with the help of Prime Productions AMG, based in Dubai.

The 30-second video was produced after the UAE was removed from the red list and moved to the amber list in the UK, Daily Pakistan reports, while it went viral.

At the beginning of the clip, a woman is seen wearing the Emirates uniform holding several signs that she passes little by little to finish giving a message: “Moving the United Arab Emirates to the Amber list of the United Kingdom has made us feel at the top of the world. Fly Emirates. Fly better ” . At the end, the camera zooms out and takes a shot of the spectacular view of Dubai.

And despite what many may think, this one did not use any kind of green screen or special effects, but was the result of rigorous planning, training, testing and safety protocols. As the same company showed with another video about the process to achieve such a feat.

How was the Emirates Airlines commercial made?

One of the most recurring doubts is whether the woman in the frame was a real member of the Emirates crew. The company explained that it did cast the employees and although there were some willing and capable candidates, it ended up hiring a professional skydiving structure, Nicole Smith-Ludvik, just to ensure safety. According to Sam Chui , the area where the protagonist stood had a circumference of 1.2 meters.

The same medium explains that the filming began at dawn to capture the light of the golden hour. As for the team, which included the main star, it began its ascent before dawn. It took them an hour and 15 minutes to climb from the 160th floor of the Burj Khalifa . It was easy? For nothing, the whole team had to climb several levels and climb stairs inside a tube to reach the top. The filming lasted approximately 5 hours.

Nicole wore a safety harness under her Emirates uniform, which was attached to a custom platform and was attached directly to the pinnacle. For the shots, a single drone was used to film the entire sequence.

“We are always looking to defy the norm and push the limits at Emirates. We do it every day through our innovative services, our best product and of course, through our advertising. The calm and confident cabin crew seen in the advertisement is an embodiment of our front-line team, serving travelers and ensuring their safety. We are proud to be among the privileged few who have been allowed to film atop the Burj Khalifa and even more proud to be able to showcase our beautiful city, Dubai, ”said Sir Tim Clark , President of Emirates Airline.

In truth, there have been few who have stepped to the top, on the short list are Tom Cruise and the crown prince of Dubai, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.

Nicole Smith-Ludvik, is an adventurous woman, parachutist, traveler, hiker and yoga instructor. She shared the clip on Instagram and said. “This is, without a doubt, one of the most amazing and exciting stunts I have ever done. A big thank you to Emirates Airlines for their creative marketing idea! It was a pleasure to be part of the team ”.

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Meet the Agency Disrupting Advertising By Creating Influencers

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9 min read

Opinions expressed by Entrepreneur contributors are their own.


When @justaconstructionguy took off on Instagram, the account really took off. The story goes that a teenage girl (@barbzlovescarbs on Twitter) posted a screenshot of her dad’s new Instagram account in April of 2019, claiming he became an “influencer” to prove to her he could do it. He went from 75 followers to more than 400,000 in five days because the story behind it was fun to tell. The Instagram account was also clever.

Then the investigative hacks of the internet got hold of it and claimed it was a fake influencer set up by a coffee company and its agency. The whole thing was rigged. Followers of the account had been duped.

It turns out they hadn’t.

Omar, the real construction guy featured in the account, which satirically poked fun at influencer culture with “sponsored” content from a coffee company? He’s still the star of the account, which continues to crank out engaging content and sits just north of 415,000 followers. Omar expanded to TikTok last year. He’s got 220,000-plus followers there. 

He is still a real construction guy. 

Cuvee Coffee supported the launch of the project but fell off after a while. Omar and the agency that built the account with Cuvee are following through on the idea that a construction guy who digs coffee can be an influencer. 

1623258362 Bandolier Team

From left to right: Daniel Stone, Louis Montemayor and George Ellis of Bandolier Media.

Image credit: Bandolier Media

The agency was Bandolier Media. The Austin, Texas-based firm is made up of exactly four full-time people. It has won back-to-back regional recognition in AdAge’s Small Agency of the Year awards. And it might just be the most disruptive ad agency in America. 

Related: The Answer to Influencer Marketing’s Biggest Question Lies in Understanding Channels of Influence

Social nedia is the media

You don’t win recognition as an advertising agency from AdAge without some substance to your work. The application for the publication’s Small Agency of the Year Award alone features layers of questions about clients, creative approach, growth and revenue. Bandolier has chops. But they aren’t traditional advertising-agency chops.

“We never intended on starting an agency,” owner Daniel Stone says. “We just wanted to create cool stuff.”

Lou Montemayor was the original co-owner and other half of Stone’s “we.” The pair worked for the same publishing company from 2010-’13. Stone noticed Montemayor’s talent for coming up with interesting ideas to execute via social media as he pitched concepts to the company’s leadership. They didn’t quite get it. 

But Stone did. He snuck Montemayor’s idea binder away from the company, knowing one day they would have a chance to put some of the ideas into practice. A few years later, they collaborated on a silly song called “Beer Pong Anthem” with musician Thom Shepherd. Stone reached out to people hosting beer pong tournaments around the country and asked them to play it at the events, then post it on their social media pages.

Meanwhile, Montemayor created social media content to support the song’s momentum on Twitter, Instagram and a Facebook page. “I knew right then and there that brands would be interested in having someone set this up and do this kind of thing for them,” Stone said.

And that’s where the disruption began. The pair left their jobs in 2015 and bootstrapped Bandolier Media. Which is to say the two of them started pitching social media ideas to clients. 

Not too far into their journey, Stone’s penchant for dad jokes helped launch Classic Dad, a satire-filled blog and novelty T-shirt shop. One concept, dad as the “lawn whisperer,” evolved into an original video series presented by Scott’s Lawn Care. It’s now in its fifth season.

Then there’s Duck Tape Man, whose borderline orgasmic reaction to the sound of duct tape peeling off the roll is hilarious enough to make people hit “Share” on a commercial. 

“The main reason we think social-first is that our work relies on making a connection with the audience,” says George Ellis, who joined Bandolier as a co-owner and creative director in 2018. “While you can certainly do that with a TV commercial or other more traditional methods, it’s more critical in social, because people will respond and engage.”

There are lots of social media agencies out there, but not many advertising agencies that lead with social-media thinking. That’s what sets Bandolier apart. It creates interesting content on social-media channels that drives engagement and awareness around the brands they work with. The creative is strong enough that people want to talk about it and share it. 

“That’s what we want,” Ellis explains. “The last thing we want for a client is to put out a piece of work that pretends to have all the answers or serves as a one-way communication. We want our brands to engage with people and spark conversations. That way, we all learn something or can take the dialogue in a different direction we never would’ve planned had we just created a traditional product spot or post about product benefits.” 

A lean, mean, content machine

Bandolier was originally two guys having fun creating content. In many ways, it still is. Ellis came to the firm after stints at larger agencies like Leo Burnett and Razorfish. A fourth employee, Kelsey Hickok, manages creative content across the client portfolio.

“I should be delegating and bringing on more people,” Stone admitts. “But we had to get lean with Covid and do everything. I cleaned the office, but was happy to do it. That’s part of being a business owner.”

Bandolier uses four to five sub-contractors and sources freelancers when the need arises. The actors in most of the videos? “Most of them are my neighbors,” Stone laughs. 

“We’re really happy and we’re happy with each other, working together,” he adds. “We like to work, because we like the work.”

Stone and Montemayor laugh that everything about starting the business was just fun. From ordering checks and business cards to renting an office. In fact, their enthusiasm was so infectious, when they visited Nada Moo! Ice Cream’s facility looking for office space, CEO Daniel Nicholson hired them to do his company’s social media.

And while success continues to come, Stone cautions he’s not on easy street. “I still drive a crappy 2014 Subaru,” he shares. “It’s still a grind. But I feel happy and proud of the work.”

Unlike most advertising agencies, Bandolier’s growth has been focused on what they’re good at, not just taking every project that comes along. “We’re pretty good with RFPs and explaining to the client, ‘Look, we’re probably the worst person to hire for that,’” Stone explains. “’But we like what you’re doing and we have a great vision. Can we share with you the vision we have for this project?’”

Montemayor explained sticking to what they know and who they are may make them seem a little out of place, but that’s a welcome disruption in the agency world. “With our early clients, we were dealing with the owner, going out, having a beer and talking about what kind of crazy thing we were going to come up with,” he says. “Fast forward three years, four years and we’re there meeting with Shell Oil corporate — big, high executive people — and we’re the same. We’re not going to try to fit the part. We’re just going to be ourselves. That’s worked really well for us. People find it refreshing.”

Related: F*** You Pay Me Founder Lindsey Lee Knows People Are Tired of ‘Accepting Less Than You’re Worth’

A unique spin on influence

The case study with @justaconstructionguy is a rather serendipitous example of the refreshing approach Bandolier brings to the table. Stone and Montemayor concepted the idea with Cuvee Coffee owner Mike McKim, who was delighted workers from local construction sites were coming in for coffee on their lunch breaks. The juxtaposition of grizzled, blue-collar guys enjoying craft, but not pretentious, coffee struck a chord. 

“Why not also juxtapose what it meant to be an influencer?” Montemayor said. 

While Omar (yes, that’s his real name) did have the conversation with his daughter, bragging he was now an influencer, Bandolier morphed the conversation into the now famous Tweet in a moment of genius.

“We needed something to explain why the account was there,” Montemayor explained. The move was a stroke of genius because it created a reason for people to share the account, which led to its massive growth.

And in case you’re wondering, @justaconstructionguy’s Instagram account shows a 95% efficacy rate when run through influencer marketing platform Julius’s account health analysis. The followers and engagement is real.

Omar is real and all of the content is that which he has a say-so in, but Bandolier drives the ship, using him in the role of model and actor as much as supporting his own direction for the project. 

It turns out Bandolier is showing there are more ways to create influence than finding someone who already has it. You can manufacture not just influence, but influencers. The difference is approaching the influence channel as if it is a creative palette. 

“There’s nothing wrong with hiring an influencer. We do it all the time for our clients,” Ellis said. “But if you lock yourself into that thinking, then it’s basically shutting off a whole avenue of creativity. Sometimes to create something new on social, you have to actually start at the beginning: with a new personality or property.” 

 



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5 Ways Businesses Can Get Traffic and Generate Leads

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6 min read

Opinions expressed by Entrepreneur contributors are their own.


You can have all of the traffic in the world, but if you can’t convert that traffic into leads, you can’t build a funnel that will help you make sales. Without sales, you can’t have revenue. And without revenue, you can’t reinvest back into traffic and lead generation.

Before you try to generate leads, you need lead magnets. With something like an ebook or a free course, you have the ability to drive leads to your business. Once you have these lead magnets ready, you can use a variety of different traffic sources to bring attention to your lead magnets.

The following five sources of traffic are places where you can find people for your lead magnets. Some of these sources are free and some of them are paid, but I recommend that you get started with the free traffic sources and scale your way up to paid traffic sources.

1. Organic search traffic

Organic search traffic is the traffic that comes from search engines. You don’t need to pay for this traffic. Every search engine has paid listings on their search and free listings — if you make sure that your pages appear in the search results for specific keywords, then you will be able to tap into a lot of traffic and you won’t need to pay for it. 

The only problem with organic search traffic is that your landing pages will not get ranked easily in the search engines. Search engines prefer content-heavy pages and they do not rank landing pages well. 

You should drive the search traffic to blog pages and then use an online tool to convert visitors into leads. To get good search traffic into your blog pages, you need to have great content, backlinks and good on-page SEO.

Related: 7 Ways to Enhance Your Blog Posts for More Traffic

2. Paid search traffic

Another method to get traffic to your lead pages is from paid search listings. Paid search listings cost money, but if you know how to convert your leads into sales, then you can afford to pay for the clicks. You can configure your paid search ads on a tool like Google Ads, where you can set up paid search ads on Google’s search engine.  

Every search engine has a tool for advertising. Research different search engines that will help you search for products within a niche. You can advertise with those sources as well. The good thing about paid search traffic is that search engines will not hesitate to drive traffic to your lead pages. While it is difficult to rank your lead pages on organic search, there is absolutely no problem with paid search. 

The only disadvantage of a paid traffic source is that you have to pay for it. But if you can get a ROI from the traffic, you can scale it fast. It might take several weeks or months to start getting significant organic traffic to your website, whereas paid search ads can scale fast. You can go from 1,000 visitors a day to 10,000 visitors a day overnight. You just need to increase your ad budget.

Though search traffic is a good, high-quality source of traffic, there are two major drawbacks when it comes to search. The traffic can be costly if many advertisers are bidding for the same keywords, and your traffic is limited based on keyword search volume.

Related: 27 Ways to Increase Traffic to Your Website

3. Display ads

Display ads are text and banner ads that you see on other websites. Many of the display ads are controlled by the Google network itself, but they are not the only type of display ads.

If you are a publisher and want to run ads on your website, you can sign up for the Google AdSense program and run ads on your website. (I do not recommend this method of monetizing your traffic because the earnings per visitor will be quite low.) Though I do not recommend using display ads for monetizing your website traffic, it’s a good way to generate traffic as an advertiser. 

Benefits of display ads:

  • There’s an unlimited source of high traffic to tap into.
  • Display Ads are cheap.
  • You can run text-based display ads or image ads.
  • You can do retargeting with display ads.

Disadvantages of display ads:

  • The ads are shown to people who do not have the intent to buy.
  • CTR (click-through ratio) will be less
  • Conversions will be less
  • Sometimes, you might get invalid clicks to your ads and you will still get charged for it. These are bot clicks and not real human clicks.
  • Display ads are ignored by people and become less effective over time.

Now, let’s have a look at the different types of display ads.

Google display ads: Google display ads are an excellent source of traffic because they don’t just run image ads, but text ads as well. When you run search ads on Google, you can enable the display network along with it. Google will run a combination of search ads and display ads (called search ads with display select.) Based on the search queries, Google knows who is more likely to click on the display ads and shows the ads only to them. Such display ads are well-targeted and get a better CTR than generic banner ads.

Facebook ads: Facebook is one of the biggest display ad networks in the world. They run ads on the Facebook platform, but they also run the ads on Instagram and other websites (called the audience network.)

Native ads: The third type of display ads I would recommend is native ads. Native ads do not look like ads, but they look like content recommendations.One of the downsides of native ads is that the ads of generally of very low quality. People advertise all sorts of things when it comes to native ads. But at the same time, native ads can give very low-cost traffic and they are great for branding.

4. Affiliate traffic

You can give a percentage commission on your sales to your affiliates and referrals and let them promote your products. If you are selling a digital product, you would be giving an affiliate commission only on the sales. You don’t need to give any commissions on the traffic that is being driven to your pages. This is a free way to get traffic.

5. Referral traffic

You can create a referral campaign and get people to refer others to unlock offers. Referral campaigns are similar to affiliate campaigns but there is no monetary commission involved in this. The idea is that you give rewards to people (mostly digital products) when people refer other people to your brand. You cannot convert these referrals into customers immediately. You need to build trust with them using marketing automation.

Related: 6 Easy Ways to Attract More Website Traffic

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How To Avoid Rainbow-Washing In Your Pride Marketing Efforts

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Rainbow logo: check. Here’s what else you should consider.

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I get pitched a lot by publicists, agents and agencies for this column. Because I often use the behavior of certain people or companies as a jump-off point for articles, it makes sense that PR professionals would seek out similar coverage for their clients.

Publicists and account reps have many different resources for building their network, and an increasingly popular approach is to join and participate in online communities such as PR-focused Facebook groups. I’m in a few of these myself to stay informed, and the other day I saw a passing post that mentioned some new LGBTQ-related research. I’m always interested in seeing and referencing new data-backed studies, so I commented and asked for the press release.

I thought I wrote “Feel free to send that report my way.” But from the looks of my inbox the past few weeks, perhaps I blacked out and actually said something more along the lines of “Open Sesame!”, because the number of pitches I’ve received lately has been bonkers. 

Brand after brand has forwarded me their “revolutionary” new campaign in which they’ve printed a rainbow version of their product and are giving a portion of proceeds to an LGBTQ-focused charity. I’ll certainly never turn my nose up at a company’s charitable giving efforts. But I’m also worried. For many of these companies, a rainbow version of their product for the month of June feels both performative and — dare I say it — lazy. 

We know that we exist. So we want to see more than awareness in your pride marketing; we want to see allyship and innovation. Here are a few ideas on what that could look like — and why companies should care.

Related: The LGBTQ+ Community Has $3.7 Trillion In Purchasing Power; Here’s How We Want You to Sell to Us.

Consumer psychology has changed

Consumers increasingly look to where a brand stands on topics of social justice to determine their loyalty. Your customers and clients want to follow your company and buy your product not only for what it does, but also for what you stand for. 

We all like to purchase from companies that get us. And according to polling data from Gallup, the roar of both the LGBTQ community and economy is only getting louder. Highlights from that data include:

  • 5.6% of Americans identifying as LGBTQ, up from 4.5% in 2017,

  • 9.1% of millennials identifying as LGBTQ, with about half of that population identifying as bisexual, and

  • Nearly 16% of gen Z identifying as LGBTQ, with 72% of that population identifying as bisexual. 1.8% of Gen Z identifies as transgender.

Translation? Queer people exist, and younger people identify as queer in greater numbers. Oppression efforts continue to run rampant, so we need your help.

As of this writing, 17 anti-transgender bills have already been signed into law this year, per a press release from the Human Rights Campaign. The impact these bills will have on trans youth is staggering; a University of Arizona study found that trans youth experience far higher suicide attempt rates, but an affirmation of their identity and pronouns by parents can greatly reduce this number.

Financial data on the LGBTQ community also paints a complex picture. Mainstream stereotypes depict queer people as lavish and fabulous. But overall, LGBTQ people are more likely to experience socioeconomic inequality, according to a demographics report from UCLA.

As you create awareness for the LGBTQ community during pride month, take time in your messaging to give context. Share with your audience about the current challenges we face as well as where your company stands.

Related: This Is What LGBTQ Customers Actually Want to See During Pride Month

How to attract loyal customers who promote you on their behalf

If pride marketing feels like walking on eggshells this year, here are a few steps you can take that are largely guaranteed to make a difference.

  • Hand the microphone over. Instead of rainbow-washing a community’s needs, partner with a community leader who can speak to important issues in an informed, compelling way. Influencer marketing is still a slippery slope, but spokespeople have been a tried-and-true visibility tactic for decades. The approach is win/win.

  • Do something outside of June. If you’ve missed the opportunity to promote pride in June… there are LGBTQ-related awareness days throughout the year. Your campaign is less likely to get caught in the rainbow-washed echo chamber that is June, too.

  • Go local. GLAAD’s Media Reference Guide includes a directory of community organizations to spotlight and be aware of. What are your local organizations, and how can you encourage supporting them? These grassroots initiatives often make an immediate impact and can literally save lives.

Related: As Pride Month Ends, Here Are 3 Ways To Continue Supporting The LGBTQ+ Community

The LGBTQ economy continues to grow, and as a result the pride marketing landscape is changing. Instead of phoning it in, use marketing dollars to spotlight issues that truly matter to your customers. Challenge yourself to zig when others zag, and you’re more likely to command our market’s attention for months and years to come.

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3 Keys to Achieving Brand Success on Amazon

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5 min read

Opinions expressed by Entrepreneur contributors are their own.


The following excerpt is from Timothy P. Seward’s book Ultimate Guide to Amazon Advertising. Buy it now from Amazon | Barnes & Noble | IndieBound or click here to buy it directly from us and SAVE 60% on this book when you use code MARKET2021 through 4/24/21.

When considering Amazon’s scope, one critical fact is hidden from the average consumer: Amazon only makes about half their sales as a first-party retailer. As of Q3, 2018, 53 percent of all paid units on the site were sold by third-party marketplace sellers.

So Amazon takes half the deck and then splits the other half among roughly 2 million sellers competing in their marketplace. If you want to know how to get a piece of either deck, you should understand how the infrastructure for selling on or to Amazon caters primarily to brand owners.

Stacking your deck

The first step toward stacking the revenue growth deck in your favor is to realize that consumers are loyal to brands, not retailers or sellers. Resellers make one-off sales. Brands can create loyal customers. So you’re already one step ahead if your company owns one or more brands.

If you are a reseller of products in a specific category, why not begin the journey toward building your own brand?

In our hometown of Raleigh, North Carolina, the month of May kicks off the summer concert season. There are so many bands and artists to see. The energy and excitement that comes from hearing your favorite music performed live by the original artist while you’re surrounded by friends and neighbors is almost indescribable.

But for every top performer who is hugely successful at what they do (and rich because of it), there are thousands, perhaps hundreds of thousands, of musicians who are struggling, pounding the pavement, and working gigs at small clubs hoping to hit it big.

The same is true in business generally and brand commerce specifically. For every Apple, Staples, Amazon, and Macy’s, there are thousands more companies that are just doing OK.

As you consider how best to build your brand on Amazon, think broadly about your game plan for optimal success. Here are a few key strategies to help you focus your efforts on finding even greater success in commerce — whether you’re celebrating your fifth year in business or your 50th.

Related: How To Win in Today’s Amazon World

Key 1: You understand the mind of the buyer

You sell products and services where you keenly understand the mind of the buyer. The more you understand the buyer — their needs or desires, what they’re willing to pay good money for, why they buy — the easier it will be to make great decisions. If you don’t know what they want, then survey them until you do.

At ROI Revolution, we’re always asking questions to better serve our clients, and you should do the same. We ask questions like:

  • Would you recommend us to your friends and colleagues?
  • What about your business keeps you awake at night?
  • What was the specific pain you wanted to address just before you hired us?
  • What enabled you to eventually trust us?
  • What other marketing services do you need or want?

Think of questions to ask customers or potential customers so you can better address their needs and wants.

Key 2: You’re doing something you have intense enthusiasm for

Have you ever studied the tour calendar for a major band or artist? Lubbock, Texas; Dallas, Texas; Lafayette, Louisiana; St. Louis, Missouri; Noblesville, Indiana; on and on it goes as they crisscross the country in their tour buses and big rigs. Night after night, it’s the same performance, the same songs, again and again and again.

But when your favorite band comes to play, even if it’s the 37th stop of the tour for the artist, for the audience, it’s magic. It’s as if they came to play just for you and your friends. How do they stay fresh?

In two words: intense enthusiasm. A talented artist bemoans the end of the tour. Make sure you’re doing or selling something for which you have, or can develop, an intense enthusiasm for. And if you’ve already created success but lose enthusiasm for your work, the success soon leaves you.

For your brand, develop and market products you truly believe in and are excited about.

Related: Advertising Is Growing Amazon’s Business, So Let Amazon Help Grow Yours Too

Key 3: You build and promote your own brand

Virtually every artist starts out performing covers of other artists’ songs in small clubs. However, name one major band or artist who makes performing other bands’ popular songs their core repertoire. You can’t. Sure, most artists perform some songs by other bands, but it’s not their whole act.

The same rule applies to products. It’s fine if you start off selling other companies’ products, but focus on getting to the point where you’re selling your own trademark-protected products (i.e., under your own brand or label).

A well-designed Amazon brand strategy does three things:

  1. It controls pricing and product distribution (because if you sell products to dis­tributors, you’ll likely find some or all of them on Amazon, even if you don’t deal with Amazon directly).
  2. It enhances product listings so your brand is well-represented and consumers are fully informed of what your brand offers.
  3. It accelerates sales (on and off Amazon) with advertising.

Did you enjoy your book preview? Click here to grab a copy today—now 60% off when you use code MARKET2021 through 4/24/21.

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5 High-Level Optimizations That Drive Better Amazon Ad Performance

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6 min read

Opinions expressed by Entrepreneur contributors are their own.


The following excerpt is from Timothy P. Seward’s book Ultimate Guide to Amazon Advertising. Buy it now from Amazon | Barnes & Noble | IndieBound | Apple Books or click here to buy it directly from us and SAVE 60% on this book when you use code MARKET2021 through 4/3/21.

Let’s cover five higher-level optimizations you can make to drive better performance out of your Amazon ad campaigns.

Adjusting bids by placement

Because bidding is an ongoing process where the competitive landscape is always changing, it can be difficult to ensure that your bids are high enough to get the top placement without overpaying for clicks and losing control of profitability. Amazon allows you to increase bids for certain placements. You can enable these advanced bidding strategies in the campaign settings of any manual Sponsored Products campaign.

We recommend adjusting bids by placement for your top-performing manual campaigns as well as any campaigns in which you want to bid more aggressively either on top of search placements or on product detail pages.

Related: The 5 Biggest Mistakes You Don’t Want to Make in Amazon Product Listings and How to Fix Them

Adjusting campaign budgets and campaign status

Regardless of your brand’s investment in Amazon advertising, you’ll need to regularly adjust your campaign budgets. Even accounts that are spending the maximum daily budget will still need to make adjustments. If you’re working under strict budget constraints, it’ll be more a matter of reallocating spend within the account than simply increasing or decreasing budgets based on individual campaign performance.

If one of your top-performing campaigns is hitting its budget limit every day, you should increase its budget to make sure those ads can run for the entire day. The last thing you want is to put your time and energy into building a killer campaign only to have it run for just a few hours a day before maxing out its budget.

One way to check whether your budgets are adequate is to take the average daily spend for each campaign and compare it to their daily budgets. We recommend setting the daily budget about 20 to 40 percent higher than the average daily spend so your campaigns have room to grow. This cushion can be increased during times of peak seasonality or decreased for campaigns with an objective other than profitable growth (e.g., brand awareness).

Reviewing historical trends in performance

Although it can be tempting to get buried in the weeds, doing keyword research, bid changes, and the like, it’s equally important to take a step back and periodically review account performance trends over time to see if you’re accomplishing the goals and objectives you set for the account.

While Amazon now allows you to select dates in both Seller Central and Vendor Central, making it easier to see ad performance over a specific date range, users can only view the past 90 days. The interface also isn’t conducive to viewing trends over time. Although Amazon now provides an interactive graph to show trends for the selected date range, the limited amount of data makes it nearly impossible to analyze quarter-by-quarter and year-over-year trends. Sellers and vendors have come up with some creative workarounds to this problem.

For example, my company works with a well-known brand manufacturer in the toilet and bath fixture industry who was running campaigns in Vendor Central and wanted to compare historical monthly performance. They designed their campaigns to start and end on the first and last day of each month. At the end of the month, they copied all their active campaigns using the copy feature within the Campaign Manager interface, and then updated the start and end dates to reflect the following month.

Related: How an Amazon Store Can Increase Shopper Engagement

Comparing monthly performance past 90 Days

You can track advertising performance over time by creating an Excel workbook so you can track and compare monthly performance and spot trends at the campaign level. We recommend doing this once the full attribution window is complete for the previous month (seven days in Seller Central and 14 days in Vendor Central).  

Each month, review and record the previous month’s campaign-level performance data after the full attribution window is complete. Maintaining this Excel file will help you keep track of your historical advertising performance. Although the interface does now include graphs of historic performance, recording the data allows you to have the actual data at your disposal for as far back as you began this process. This will also allow you to more easily spot campaign-level trends as well as trends in traffic or keyword type.

When looking at historical performance trends, you should look at the ad’s performance as well as your business’s performance on Amazon as a whole (including organic sales). By looking at both, you can examine how your advertising strategies are impacting your business.

Related: Using Amazon’s Sponsored Brand Advertising to Get Customers Interested in Your Brand

Analyze impact of prime status changes

When looking at historical performance trends, keep in mind any changes that have been made to fulfillment and how they may have affected performance. For example, if products that were previously Prime-eligible lose the Prime badge, you’ll likely see advertising performance fall. On the other hand, you’ll likely see a boost in performance when products gain Prime status.

If any of your products lose their Prime eligibility, you should focus your advertising spend on your remaining Prime products. It’s essentially the only thing you can do on the advertising side when your products lose Prime status.

If you don’t manage the fulfillment piece yourself, I encourage you to work closely with your fulfillment team to learn what steps are necessary to get Prime eligibility for your products. Amazon highly favors Prime products, and if you lose that status, it can be hard to make up the lost ground.

Rotating advertised products with seasonality

Seasonality is present in almost all categories, and you need to make sure you’re in a position to make the most of it. To capitalize on a product’s seasonality while still having coverage on the entire product catalog, prioritization is key. This can be accomplished through campaign structure where products are grouped by theme and through implementing a tiered bidding approach.

From time to time, you’ll want to take a step back and “inspect what you expect.” Self-auditing your own account can uncover waste as well as provide insights to grow revenue.

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5 Amazon Ad Settings You Shouldn’t Ignore

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6 min read

Opinions expressed by Entrepreneur contributors are their own.


The following excerpt is from Timothy P. Seward’s book Ultimate Guide to Amazon Advertising. Buy it now from Amazon | Barnes & Noble | IndieBound | Apple Books or click here to buy it directly from us and SAVE 60% on this book when you use code MARKET2021 through 4/3/21.

Auditing your advertising campaigns (in other words, conducting a critical examination of your campaign structures and settings) can help determine if they’re aligned with your business strategies and your goals for advertising on Amazon. It may seem daunting at first, but having a proper campaign structure in place will prove invaluable to your success in advertising on Amazon. Here are the most common issues to look for when performing a self-audit on your account.

1. Create a balanced automatic and manual campaign mix 

First, ask yourself if you’re employing a mix of both automatic and manual Sponsored Products campaigns. While it’s a popular belief that manual campaigns are more important (because of the clarity and control these campaigns give advertisers), each campaign type serves a different purpose, and it’s best to use both automatic and manual campaigns to have full advertising coverage.

Automatic campaigns provide broad coverage, and manual campaigns are more targeted and typically produce a higher return. It’s ideal to include all products you’d like to advertise in an automatic campaign — with similar products in the same ad groups — to ensure at least some advertising coverage for them. Since manual campaigns are more targeted, most of your spend should be flowing through them, but employing both ad formats in unison will maximize the amount of traffic to your products.

2. Check for structure around the three traffic types 

Ask yourself if your campaign is structured in a way that separates the three traffic types: brand, category and competitor. Creating campaigns that feature keywords specific to one traffic type is essential for clearly understanding the performance of your account. Because brand keywords usually produce a better return, if they’re grouped in a campaign with category or competitor keywords, they could artificially drive up the overall revenue of the campaign. Meanwhile, the category keywords may not receive nearly as many impressions. Separating these traffic types is imperative for allocating your ad spend correctly. It also allows you to more easily see how each traffic type is performing.

3. Use all three keyword match types 

Using all three keyword match types (broad, phrase, and exact) for each keyword in your account is another opportunity to maximize your advertising reach. By implementing broad and phrase match keywords, you could potentially uncover top-converting search queries as keyword opportunities. Most of your spend should ideally flow through exact match keywords since these should be the most relevant keywords with a higher conversion rate. You can achieve this through a tiered bidding structure for each term, with the exact match keyword having the highest bid, followed by phrase match and then broad match.

Related: 5 Higher-Level Optimizations You Can Make to Drive Better Amazon Ad Performance

4. Use ad formats that make sense for your advertising strategy

The number of ad formats available to you will depend on whether you’re a seller or a vendor. It’s important to take advantage of all the ad formats that align with your overall goal for advertising on Amazon.

Sponsored products for traffic and flexibility

Sponsored Products ads typically produce the most traffic, given the number of placements they receive and the fact that they have the highest sales per click compared with the other ad formats. I recommend always running Sponsored Products ads, as they can be tailored to any of these strategies: brand promotion, rapid growth, and achieving a target ad cost of sale.

Sponsored brands campaigns for “top of funnel” growth or branding

Sponsored Brands campaigns can be a great “top of funnel” or branding opportunity if you’re focused on promoting your brand or even growing incremental sales by extending brand reach to new consumers. The prominent banner placement, in addition to having the option of driving traffic to your Amazon Store, is a great brand-awareness opportunity to tell shoppers more about your brand or products. However, since CPC is typically higher than that of Sponsored Products campaigns, due to the limited (but prominent) placements, and since there is a much higher clickthrough rate, Sponsored Brands ads aren’t as beneficial for achieving a low ACoS metric.

Related: The 4 Most Helpful Reports You Can Run Using Amazon Ad Data

Product display ads for targeting interests and product pages

Similarly, Product Display ads can be another opportunity to inform shoppers about your brand by targeting interests and product pages, including those of your competitors. However, Product Display campaigns should be reserved for strong brand promoters since these are generally the most expensive ad format and typically produce lower attributed sales.

5. Limit keyword duplication

Duplicate keywords throughout the same ad format can lead to inefficiencies in account management and make it difficult to know which products are receiving traffic for a specific keyword. Since keywords across the account will have varying bids, duplicate keywords compete for the same placements, and it’s likely that one instance of the keyword will receive more traffic than the others.

Analyze Amazon’s Targeting Report for duplicate keywords and consider eliminating the lower-performing ones. In the ideal Sponsored Products campaign structure, a keyword is only featured in one ad group within one campaign. A select group of high-priority products that are closely related to the keyword would then be featured in this ad group.

The same is true for Sponsored Brands campaigns. A specific keyword with the same match type should only be included in one campaign. The top related products can then be featured in the banner and on the landing page.

Did you enjoy your book preview? Click here to grab a copy today—now 60% off when you use code MARKET2021 through 4/3/21.

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Burger King Tweets “Women Belong in the Kitchen,” And Social Media Is on Fire

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5 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.


Today, March 8, International Women’s Day is celebrated, commemorating the struggle of women for equal rights. In the interest of joining the commemoration, many brands speak out in favor of social movements, however, sometimes they do not do as well as they hope.

Within the framework of this day Burger King United Kingdom tweeted “women belong to the kitchen”, the tweet is accompanied by a thread with two more messages where the fast food company explains that it is launching a scholarship program to encourage female employees to pursue a culinary career and reduce the gender gap in this sector.

“We are on a mission to change the gender ratio in the restaurant industry by empowering female employees with the opportunity to pursue a culinary career,” she says in the following tweet.

However, many users were left with only the first message, yes, the one that says that ‘women belong to the kitchen’ and Twitter burned.

“Someone who works at Burger King saw this and really thought it was a good idea,” says a user of the social network.

“Shout out to Burger King for damaging what could have been a fabulous tweet on behalf of women because they couldn’t help but make an outdated joke that men often use. However, happy International Women’s Day: D, “commented Hannah Rutherford, youtuber and Twitch streamer.

According to Fast Company , the message was adapted from a full-page ad in The New York Times , created by DAVID Miami agency for the US market, which put the headline and context in the same place.

“Only 24% of chef positions in the US are held by women.

That is why the BK Foundation launched a culinary scholarship program to bring more women to leadership positions in the industry.

Women belong to the kitchen if they want to work there. And hopefully in leadership roles, ”reads the message from Fer Machado, global marketing director for Restaurant Brand International (parent company of Burger King, Popeyes and Tim Hortons).

Machado told Fast Company that it is difficult for the brand to apologize “because the whole message was actually published.”

The executive also explained that they were discussing it, but that it is “a real shame it gets lost in the UK conversation. In the end, the intention behind what we are doing here is really good. And all of this is more than an ‘ad’ or a ‘tweet’ ”.

On the other hand, he added that they analyze their messages very well before launching them in different media and countries so that the intention is reflected in the best way, although they are always learning and trying to do better.

Delete that immediately

KFC Gaming responded to the hamburger brand with an image, which shows the pixelated face of a Colonel Sanders edited on a body pointing to a blackboard that says: “the best time to delete this post was immediately after it was done. The second best moment is now”.

To which Burger King replied: Why would we delete a tweet that is drawing attention to a major lack of female representation in our industry, we think you would agree with this too? We have launched a scholarship to help more of our female employees have the opportunity to pursue culinary careers.

To the response of the hamburger restaurant to KFC Gaming another user placed: “I don’t know, probably because you are attracting and validating conspiracy theorists of the sexist right …”, referring to another series of messages from users that validated the position of the first Tweet.

So far there has been no public apology or other manifestation of the fast food brand.



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