YouTube is quietly asking top creators to help it build a product catalog for future direct sales… some good news about your job prospects as a digital marketer… why you should consider deleting any disapproved ad campaigns from your Facebook ads manager… new brand options for Amazon ads… and more behind the scenes on the monetization of this podcast: this time — the first programmatic campaign is approved.
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EPISODE TRANSCRIPT and SOURCES:
Today: YouTube is quietly asking top creators to help it build a product catalog for future direct sales… some good news about your job prospects as a digital marketer… why you should consider deleting any disapproved ad campaigns from your Facebook ads manager… new brand options for Amazon ads… and more behind the scenes on the monetization of this podcast: this time — the first programmatic campaign is approved.
IT’S Tue, Oct 13, 2020.
HAPPY Ada Lovelace Day
I’m Tod Maffin from engageQ digital. And here is what you missed, today in digital marketing.
Reports say YouTube has its sights set on becoming a top e-commerce shopping site.
Consumers would be able to directly purchase items they see in videos — this could be huge for those popular unboxing videos, or product review videos, or any of the “here’s some wacky thing I bought from China” YouTube channels. I love those.
YouTube says already 55% of people use videos to make purchase decisions. As it stands now, of course, consumers are directed OFF the YouTube page and over to the merchant’s site when they’re about to make a purchase. They want to have the conversion happen right on YouTube. Better user experience, quicker purchase, maybe more impulse buying, and YouTube would like it because they’d probably take a cut.
But a report from Bloomberg over the weekend said they’re asking some creators to tag and track products shown in their clips. This would, presumably, build a product catalog.
The report also says they’re quietly testing an integration with Shopify as well.
Good news! You’re in demand!
Data from LinkedIn’s Economic Graph, which maps more than 700 million people, found that ‘digital marketing specialist’ is now in the top 10 most in-demand jobs.
They got this — partially, by looking at which positions have the most job openings available. But also what jobs have grown most in the last four year and whether the jobs pay a livable wage.
For the record, digital marketer comes in at #6. Software developer is #1. And the most in-demand skills for digital marketers: Social media, Content strategy, SEO, Marketing channels, Google Analytics, and Google Ads.
By the way, some career courses in LinkedIn’s video learning platform are still free until the end of next March.
Delete Disapproved Ads
It’s happened to all of us. You work hard developing some killer creative… set your Facebook ad up with perfect targeting… I mean you really get into weeds: 2% lookalike on Add to Carts, with an interests restrictor. You hit Submit, and Facebook disapproves your ad.
Why? Who knows. Sometimes you actually did go against policy, but more often than not you get denied because the AI bots made a mistake.
A new article up at SocialMediaExaminer.com says — you may want to consider deleting any disapproved campaigns from your ad account — lest Facebook penalize you even more.
Quoting their piece:
“To reduce the risk that your ad account will be retroactively flagged for previous disapprovals, take the time to document and then delete disapproved Facebook ads. Taking these steps will help minimize the chance that compliance bots will ding your ad account for ads that aren’t even live anymore. This also plays a larger role in your ad account’s quality ranking and health. Facebook ad account health helps ensure your ads continue to deliver and meet your benchmarks for ROI, CTR, and CPC.”
One thing they do note is that “Facebook gauges your ad account’s health based on your history of advertising on the platform. If you have a ton of disapproved Facebook ads, this counts against you regardless of how many of those ads you document and delete.”
So… why are we deleting these ads? They say it’s still worth doing because, “while this method isn’t a guarantee Facebook won’t flag your ad account, it will help decrease your chances of getting flagged for old ads that were rejected. Facebook frequently changes their ad policies in response to national events and updates to the platform so it’s helpful to stay up to date with these changes as they happen, in addition to documenting and deleting disapproved ads.”
One last bit about Facebook — the company this morning said it would start rejecting ads that discourage people from getting vaccines. But ads advocating against legislation or government policies around vaccines -- including a Covid-19 vaccine -- are still allowed.
Some new options for those of you who run ads on Amazon’s site, or are thinking of it.
They are now letting some advertisers add their brand logo and customize the headline in Sponsored Display ads. These run on product description pages, customer reviews, and shopping results pages. One thing to note: While Sponsored Display ads can target by views, product or interest — if you use this new logo and headline option, only product targeting will be available.
ALSO — while we’re on the topic of Amazon, they are the proud new owners of two potentially valuable domain names: podcast.com and podcasting.com. No word on what they paid, though Podnews says someone recently was pitched $2 million dollars to buy it. Interestingly, the domains forward to Audible.com — which doesn’t have third-party podcasts on it. Amazon Music does, in four countries, but that’s not where those domains go. So maybe Audible will be jumping into the fray soon too.
I’ve promised to walk you through the behind the scenes on the monetization of this podcast. The last thing that happened was I moved my podcast host from Anchor — which doesn’t permit any monetization if you’re outside of the U.S., as I am — to RedCircle.
RedCircle uses programmatic ad insertion. The way the process worked was I got an email proposal with a link yesterday, and the proposal was for Klavio. They wanted to buy 30,000 downloads.
That’s a really cool part of the RedCircle platform. Rather than pricing it by the spot — like $100 per ad — this platform will drop the ads in until they hit the 30,000 downloads, then it turns off. What I don’t directly control is WHERE in the episodes the ads will show up… there are pre-roll and post-roll slots, and every time I upload an episode I have to pick a natural mid-roll insertion location.
Anyway, apparently this ad will drop in starting next Thursday. And because it’s inserting them with each download, those 30,000 could come from the back-catalog too. They figure it’ll take about three weeks to get all 30,000 downloads.
I deliberately low-balled my CPM rate for the first campaign at $15 just to see what happens. So, after RedCircle’s 30% cut, I’ll be making about $320 bucks. But that’s $320 U.S., so, like about $6-hundred thousand Canadian.
Also, I jacked my CPM rate up to $22. Still a deal — average podcast CPMs are running about $25 for a GENERAL audience, and more for a specific audience like this.
Finally, I do a small community podcast for my hometown called the Nanaimo Chronicles. We’re having a provincial election here, and as part of that, I have been doing deep-dive interviews with the candidates… but the rule for the interviews is they’re not allowed to talk about their party, or its platform or policies. It’s just about them.
This is the second series like this I’ve done and the candidates get quite revealing — one, I’m pretty sure, actually comes out as LGBT in his episode.
So I’m going to drop the trailer for the series at the end of today’s show, just in case you like those kinds of people stories podcasts. It’s only a minute long, but feel free to skip if it’s not your jam.
Yes, I had a great Thanksgiving weekend. It was Canadian thanksgiving. Hence, no episode yesterday. I’m very proud of myself. I made a spectacular dinner — a sweet potato and apple Gazpacho, turkey spring rolls, and a wild rice and green bean salad… and even pumpkin pie cupcakes for dessert. It all came from this mobile app I use… I don’t usually pay monthly subscription fees for mobile apps, but this one’s actually worth it.
Okay, talk to you tomorrow.