Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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4 Proven Methods To Improve Google RSA Conversion Rates |
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Learn how experimenting, and a little detective work, can optimize conversion rates even further than machine learning.
The DL: Google’s expanded text search ads are officially retiring on June 30th. Are you ready to make the move to responsive search ads? The days of just three headlines and two descriptions will be replaced by mix-and-match opportunities of up to 15 headlines and four descriptions offering endless ad copy combinations. This allows for testing and quicker learning of what’s working best. With such a lack of control when handing over your ad copy to machine learning, we must wonder what else we can do to optimize? Here are the four proven methods for improving Google RSA Conversion Rates:
- Look beyond impressions for decision making
- Don't worry about ad strength for conversion volume
- Run experiments to test and copy variables
- Create ETAs with RSAs
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How Gen Z Relates To Brands |
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Gen Z will soon become the most influential consumer segment, with the next generation of digital natives already influencing spending habits in a big way - and that’s only set to increase.
The DL: Generation Z, who can't recall a world without smartphones and rapid technology, now makes up 40% of the U.S. consumer population and spends roughly $143 billion per year. With a growing buying power, businesses and brands need to ensure their marketing efforts align with the behaviors of this consumer base. Some important Gen Z consumption trends that are important to consider include:
- Clothes, Music, and Event Outings are some of the highest categories of spend for Gen Z that in turn also influence family spending
- Netflix, Google, and YouTube rank as the top three most loved brands by this generation
- Gen Z is the most racially and ethnically diverse generation
- 57% of recent high school grads enroll in college, making it on track to be the best-educated generation
- Loyalty to larger corporations and brands is dropping significantly, and the importance to find a brand they trust takes priority
- In the U.S. nearly 50% of the Gen Z population spends more than 10 hours per day on mobile devices
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YouTube Is No Longer A Mostly Mobile Platform |
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US adults are spending more time watching YouTube on connected TVs and less time watching it on mobile devices.
The DL: YouTube viewing is still increasing on mobile, but growth is much faster on other connected devices like smart TVs and game consoles. So, in the next few years, the Google-owned platform will catch up, making up an increasing share of total time spent with TV and video, while its share of digital video time will most likely be slower-growing or stagnate altogether.
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What Google Opening YouTube To Programmatic Rivals Would Mean For Ad Tech |
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Google's video site is reportedly ready to allow outside companies to fill inventory as a concession to competitors.
The DL: The DL: Google is ready to allow the competition to open advertising on YouTube. Since 2015, an advertiser that wanted to be on YouTube had to go through Google’s ad platform. According to Reuters, Google will start letting rivals tap into its video site, starting in Europe. “The ability to actually open up YouTube, which is [Google’s] second-biggest publisher asset beyond search, makes a huge difference in the ad tech community,” said Alex Knudsen, who is the senior VP of commercial strategy at Amobee. Although at this time, this would just be happening in Europe, the hope is that this is the start of something new. Opening the YouTube inventory would be a welcoming change for many DSPs. As this is still in the early stages, Google is moving in the right direction.
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Instagram Adds New Option To Pin Posts On Your Profile |
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It’s been in testing for the last few months, and today, Instagram has officially launched its new option to pin posts on your profile, providing another option to control your IG profile display.
The DL: Instagram just became more customizable with the option to pin posts to the top of your display profile. As of now, users globally can pin up to three posts (photos or Reels) at a time. These pins will remain at the top of users' profile grids.
Adam Mosseri, Instagram's Chief noted that Instagram is continually looking for more ways to give creators control over their profile display. It is likely that users will soon be able to re-arrange their entire post display.
Here's to seeing what updates Instagram rolls out next!
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We would like to officially welcome Alex Fazzari to the Hoffmann Murtaugh team! Alex was hired to be a Media Coordinator. Within this role, Alex meets with media representatives, researches relevant advertising mediums to make recommendations, and helps secure media. In addition, she aids in executing value-added programs and resolving media billing issues, in conjunction with her activation team members. She is a recent graduate of the College of New Jersey, where she earned a BS in Business Marketing. What Alex enjoys most about working at Hoffmann Murtaugh is the ability to work with an intelligent and empowering team from all over the country, while still feeling part of a close-knit community. |
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If you would like to pick our brains on how to navigate the evolving integrated media landscape during this time,
we'd be happy to help.
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412) 741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency based in Pittsburgh, PA with offices in Cleveland, OH, Harrisburg, PA, and Rochester, NY. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients. |
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