Dealing with Change in Digital Marketing

The Merriam-Webster Online dictionary defines change as: “a :to make different in some particular, b :to make radically different, c :to give a different position, course, or direction to”.  This is the world of the digital marketer. Platform providers, like Google and Facebook, are constantly making the platforms different.  In some instances, as digital marketing professionals, we feel these changes are somewhat radical. And, there is zero question that we are in the middle of an ideological shift in the approach of platform providers. They are changing course in order to maximize the data at their disposal. Let’s use Google AdWords as an example. Here are some changes:

1.     RLSA – Per Google, “Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google and search partner sites.” This is, of course, tied to audiences.

2.     Audiences – Google has refined our ability to segment visitors into specific groups. Audiences include All Visitors, All Converters, Non-Converters, and Similar Audiences. Again, per Google, similar audiences allow advertisers to “find people who have similar search behavior to your existing remarketing list members.”

3.     Ad Rotation Changes – Google announced that, as of Sept 25th, it will only support the “Rotate indefinitely” and “Optimize” ad rotation settings. As digital marketers, it almost feels like we have lost control. But, let’s not rush to judgment.

4.     Smart Display – Google announced that it is launching Smart Display campaigns. Advertisers provide creative assets, a daily budget, and a budget strategy (i.e., Target CPA). Google then uses machine learning to complete campaign setup and manage the campaign. Again, it feels like a loss of control.

5.     Bid Strategy Changes – Google has eliminated the 30% bid cap for the Enhanced CPC bidding strategy. And, although I can’t prove it, I believe that Google is constantly working to improve the Target CPA bidding strategy. It’s all about automation tied to bidding strategy.

The playing field is changing. Automation, contextual targeting, data analysis, and machine learning are changing how we manage client accounts and provide value. So, we have to develop an approach to change.

1.     Control what you can control – Don’t panic. Regardless of automation, one will still need a professional who knows how to navigate the platform to ensure that advertising dollars aren’t being flushed down the drain.

2.     Understand the changes – Do research on the changes. Find out how the changes will impact campaigns and develop a strategy to benefit from said changes

3.     Information sources – In concert with the previous point, I strongly advise finding related blogs and writings by thought leaders. Get their perspective and, again, use the information to develop an approach to platform changes. There are a number of good sources. But, you can always start with the Inside AdWords Blog (adwords.googleblog.com), Search Engine Watch (www.searchenginewatch.com), and Search Engine Land (www.searchengineland).

4.     Broaden your skill set – Changes in industry also create opportunities. As an example, the rise of the Internet created a massive opportunity for web developers and programmers. So, I would strongly suggest sharpening our skills in machine learning and data analysis. We can monetize those skills and provide further value to our clients.

5.     Explore other platforms – In concert with the previous point, AdWords (for example) is not the only marketing platform. Study other platforms. As digital marketers, we understand the principles that make a successful digital marketing campaign. So, the most important hurdle is already cleared when approaching a new marketing platform. We just have to learn how to navigate new platforms and understand how to maximize what said platform (i.e., Facebook, Twitter, Instagram) have to offer.

We cannot avoid change. Personal perspective will determine how we approach change. We can decide to panic and retreat. Or, we can be informed, get out in front of the change, and become thought leaders. There are only two options. We either stay in front of change or we get steamrolled. The choice is ours.

References

https://support.google.com/adwords/answer/2701222?hl=en

https://support.google.com/adwords/answer/7151628?hl=en

https://adwords.googleblog.com/2017/08/introducing-better-simpler-ad-rotation.html

https://adwords.googleblog.com/2017/04/introducing-smart-display-campaigns.html