Funnel Vision #003

Welcome back to Funnel Vision, the weekly newsletter that puts performance marketing & creative strategy in focus.?

In today’s issue, we’re covering:

?? What Google’s reversal on cookie deprecation means for ecom marketers

?? Targeting who really benefits from your product (it's not who you think)

?? How vox pops can make your ads pop

Reading time: 5 minutes

THE COOKIE (DOESN’T) CRUMBLE

Google’s OG tracking tech proves to be one tough cookie

Third-party cookies just got a much longer shelf life.

After years of telling advertisers to prepare for a cookie-less future, Google announced last Monday that they’re scrapping the years-long plan to eliminate third-party cookies on the Chrome browser.

In a move reminiscent of Apple’s App Tracking Transparency (ATT), Google will now pass the choice of whether or not to be tracked via cookies onto users.?

?? What’s a cookie, again? It’s a small piece of data stored on your browser when you visit a website. It remembers your preferences, thereby enabling advertisers to show you more personalized ads as you surf the web.

Why the change of heart?

The shift comes after both regulators and advertisers told Google that Privacy Sandbox, their intended replacement for cookies, didn’t impress them much (undoubtedly inspired by a Shania Twain binge).

• On the ad-tech side: Early test findings expected publisher revenues to decrease up to 60% if the Privacy Sandbox replaced cookies today.

Deprecation by another name?

According to some industry experts, Google’s latest move could do little to change the already declining influence of cookies on the advertising industry.

“If ATT serves as a clarifying precedent, the overwhelming majority (~85%) of users will not consent to being tracked by cookies,” writes Eric Seufert , digital advertising analyst and recent Screen Share guest .?

Plus, a not-insignificant portion of internet users (some put it as high as 70% ) currently aren’t tracked by cookies.?

Many others reflect the sentiment that if users are given a choice to opt out, they will.

What next?

Advertisers aren’t in the clear.

?Plus, Google still needs regulator approval to implement this plan. Meaning strategies still need to be built on the assumption that most users won’t be tracked.?

This is the latest wave in the turbulent world of ecommerce advertising. Marketers & advertisers would be wise not to rest on our laurels lest we be wiped out when the next wave inevitably hits.?

In light of Google’s move to edit+undo four years of headache-inducing “will we, won’t we”, here are some concrete steps worth taking as we move into this new era:

1. Focus on first-party data: Test diversifying spend towards top-of-funnel awareness campaigns with the goal of capturing leads and building a first-party database. Understand if the short-term impact on ROAS is worth more predictable success in the long run.
2. Creative is the new targeting: As audience selection is increasingly being left to powerful platform algorithms, creative is one of the last & most powerful variables left at advertisers’ disposal. More on this here.
3. In-house attribution models: As measurement becomes less reliable, more large advertisers are building their own attribution models & making final calls based on their own modeled data. For smaller advertisers without the resources for custom attribution, post-purchase surveys are a good way to attribute results more accurately.

STEAL THIS AD TACTIC

Who’s really benefiting from your product?

If you’re an advertising geek like we are, you surely have countless ads swiped and stashed for inspiration.

The two following print ads from legendary jewelry brand De Beers are two of our faves. And they perfectly capture this week’s insight.

These ads work because they appeal not to the person the product is for, but the person who will buy it for them. This concept drove years of successful ads for De Beers. It can work for your brand, too.

Take this example of a top-performing ad for Hims, a men’s health brand. The ad, one that smashed the average account CTR by over 200%, was an erectile dysfunction ad targeted at women.

Here's how we approached it

Style: UGC testimonial. Typically not the most reliable style for this vertical, but the perfect way to deliver this particular message.?

Frame: Getting ready for a date. Landing on a specific and relatable scenario created a sense of authenticity and familiarity.?

Strong hook: The headline "Boyfriend struggling with ED?" immediately captures the attention of the target audience.

Why did it work?

?? Men are still the REAL primary audience, but the ad felt like a woman sharing a secret with a friend.

???? Michelle, our talent, delivered her lines in a classy and sultry manner.

?? The issue was addressed, followed promptly by the product and its benefits.

?? The "get ready with me (GRWM)" theme taps into the viral concept.

Shout out to Ready Set creative strategist Josh LeGuern and his team behind this hit ad! See his original analysis post here and share your thoughts in the comments.

AD TRENDS TO WATCH

Vox pop gaining pop(ularity)?

We’ve all seen ‘em.?

Some of us have been fortunate to be ‘em (or misfortunate, depending on where you sit on the introvert-extrovert spectrum).

It’s the interview on the street, or vox pop.

This concept, long-standing in journalism, gained popularity on organic social due to the tendency for spontaneous responses from unsuspecting passersby to translate to viral gold.

Now advertisers are tapping in.

This ad from fintech brand Self uses this format to great effect.

Why it works

?? Interview style is a proven winner in this vertical?

?? Dynamic quick cuts, sound effects, emojis, and colors all work to grab attention

?? Authentic talent nails the organic style, and clear messaging drives the point home

H/T to creative strategist Sarah Bauer & her team for the insights behind this top ad.

Important to note: Performance of certain hooks and value props varied by channel. A/B test yo’ ads, yo!

FROM THE SOCIALS

Top-of-funnel campaigns. Could be the move.?

Till next time

Thanks for reading. We appreciate you. Seeya next Friday!