Decompose your ads, not your brand

Decompose your ads, not your brand

decompose-your-ads,-not-your-brand

Raise your hand if you would like to advertise for your brand without knowing what the message will be? A lot of people probably remember Dynamic Keyword Insertion (DKI) gone bad with the fancy syntax {KeyWord:OrElse}. It was a prime example of the dangers of automation, and maybe it was back then when ads started decomposing. I will always remember the eBay ads that would appear on practically any search query you could imagine. Search for “Dirty Thoughts,” and an ad would offer “Dirty Thoughts for Sale.” Or how about “Athletic Sweat” or “Vampire blood?” I think this is my favorite:

more examples including Free Dead Cats or ads inciting users to Meet Dead Singles.

At the time, I thought eBay had a special deal with Google to target just any keyword, but looking closer, I noticed many of them had the little “aff.” mention in the ad, showing they were affiliates rather than eBay itself. Affiliates are good for volume but not for branding.

Today, digital marketers have become accustomed to working with automation and dynamic ad composition. As an example of this, the creative process on Facebook is composed of four stages: identity (brand), format, image (or video) and text. The ad composer then allows the digital marketer to view what the composed ad will look like in each placement.

Beyond that, you simply can’t picture what the end product will look like.

Google has also progressively decomposed ads on its’ network into individual elements. Recently, on Google Marketing Live, a new type of ad was launched, the Discovery Ads. These ads are dynamically composed based on titles, description and images and are displayed on three different Google properties: Youtube, Gmail and Google Discover. Google recommends you to provide as many variations of each element as possible. Google can also scan your website for images, you can add them manually, or if you don’t have any images available, “try searching for stock images.” The machine will take care of the rest.

Do I need to say this? If you care about your brand and about the user experience – then don’t!

You don’t “look for stock images” when you are within the Google platform creating an ad. You will have done the thinking and the image search for this, working with other people, and in a structured process. And if not, that is where you need to step up and build a better process for building dynamic ads.

But it gets worse

Google also announced a new machine-learning based ad feature called the “Bumper Machine.” I like the dreamy nature of that tool and the vision on which it was based. It will take existing video ads and turn them into six-second long “bumper ads” to put in front, or at the end of a video on Youtube. It is a fantastic technological achievement, but does it really cover a need? The intention behind it is positive: help advertisers overcome the pain of having to create a new video format for Youtube when they already have one (longer version) of the video. It is, however, a complete disruption of the creative process and a mechanism by which the story and the message from the original video are also recomposed.

I asked one of the speakers at the SMX London conference, Roey Rafael, a Youtube ad specialist for Envato, what his thoughts were on this new solution. He already optimizes videos to convey a full story within the first five seconds, so that he can benefit from free impressions using the TrueView type of ad so he won’t be using it.

We cannot ignore what is at hand, however. Ads are continuing to be decomposed into individual elements and dynamically recomposed at the time of visualization, as ads become contextual, multi-format and personalized. As for the eBay example cited above, letting loose technology can have some unexpected and undesirable effects on the end-user.

Leading teams are building brand consistency

In my company’s research, we surveyed leading paid search teams and we asked the participants how “brand consistency” was being managed. The responses were encouraging, as a majority were actively building this with their clients or stakeholders.

But a number of them said this was not in their area of responsibility and relied on other departments or their clients to ensure brand consistency.

here.



About The Author

Search Strategies Report and the founder of Innovell, a digital marketing insights consultancy researching trends in digital marketing. As a pioneer in SEO, one of the first Google Advertising professionals and the co-founder of several agencies: Relevant Traffic (search marketing), BDBL MEDIA (biddable media) and AZNOS (content marketing), he has a broad and long-running experience across SEO, paid search, social media, content marketing and programmatic. Anders was also COO for GroupM Search across EMEA. Anders is also active as a member of various awards juries and advisory boards.

error: Content is protected !!