ChatGPT Ads, Meta's Manus, and Why Test-and-Learn Is No Longer Optional | Paid Media Monthly

Hello and welcome to another episode in the paid media monthly series where we join you well supposedly every month to talk about the latest news trends and going on in all things in paid search, paid social and so on. My name is Dale Davies. I'm the head of marketing exposure ninja and I'm joined by Rebecca Pilotton from our paid media team. How you doing Rebecca? I'm good, thank you. How are you Dale? Pretty good. It's nice to be back. Uh let's see if we can remember how all these gizmos actually work. Um I imagine a lot has happened since we last uh caught up. So why don't you take it away and let us know you know what's happening right now in paid media. Yeah, the main headline in what's happening in paid media is what everybody's talking about chat GPT ads. Uh that's all I ever get asked. When are we getting chat GPT ads? How can I advertise on chat GPT? Will Exposure Ninja be using chat GPT ads? Um, that's essentially all my news feed is full of chat GPT and the answer is it's still in testing in the US. Um, big brands like Sephora and um, other brands like that have been selected to do the testing. Um, so it's not widely available. We can't just sign up to a chat GPT ads platform. But what I will let you know is that we at Exposure Ninja have registered our interest. So as soon as that ad platform is available, that is something we will get access to and we'll start testing it and we'll start talking about it and sharing our tests and information how to get the best use out of chat GPT ads. Are you excited for the ads to come out? I mean, there's still not completely clear like how they're going to work. I believe we've seen a few examples of them popping up at the bottom of the chat, whereas I suppose we're more used to seeing ads pop up right at the top of the search results or, you know, in the middle of things. Are you excited about them? Yeah, I am excit I'm always excited about anything new that comes to PPC because I always want to like be a trailblazer in whatever's new out there and be one of the first to test and tweak it and find a way that works for whatever brand you're in, whatever area of business you're in. So, I am excited and it reminds me a little bit of how the Google ads used to be. um they weren't always as prominent on the Google search results and now they take up more room. They're bigger. Um they take up more real estate, but before they used to be like at the bottom of the page, at the top of the page, you weren't really sure whether they were an ad or not. Um and it is just on the free version, so people can pay for the paid version and they won't see the ads currently. Um we have some reports that they're working well for like e-commerce brands. So, I'd be definitely intrigued to see if we can get them working for B2B and lead genen and given like the the um what's happening in the organic sphere as well and how how much traffic the LLMs are taking up away from the website and they're doing the research phase in chat GPT. It's definitely something that I think can be built into your overall marketing strategy, even if it's part of the paid um sphere, but it should definitely be one to watch out for and not write it off straight away. I think we're working on a video at the moment which is going to go live probably on Monday, which is about how to allocate budget into a marketing campaign. know you should put 80% of it into the channels that you know to work well for you but you should also have like a 20% for innovation and testing and things like that. Do you think that the 20% should go all in to ChachiBT or should it be spread across you maybe some other options too you know increasing well I don't even know it's possible is increase is it possible to put that 20% into AI mode ads is that a thing too yeah so again it just depends how big your budget pot is I suppose if it's 20% of a small budget then you might want to just focus it in one area and again with anything we reverse engineer anything. So what is the goal? So I would start backwards. What is the goal? Is it to raise an awareness? Is it to raise, you know, leads, sales, etc. Which um then you can decide where you want your test budget to go. And that might just be like, okay, well, we only have a small budget, so I'll I'll test it all on chat GPT. Or it may be like, okay, these are the tests that I'm going to conduct throughout probably the quarter. I wouldn't want to have multiple tests in one month, but definitely in a quarter you can test multiple multiple things. Um, AI mode ads are widely available in the US. Um, I don't hear much about it from others. I don't think many people are testing it. The same like PAX was written off when that first came out. So, I definitely think, you know, people need to have a testing budget and they need to be looking at what's new because the way people search is new. So, we need to we need to find more ways to keep going and to generate business. You said about people writing off Pax. Do you think that that was a mistake? Um, it's not right for every brand, but um, it did get a lot of criticism in the beginning and people um, didn't get the results they were expecting and then it was just like, okay, I'm never using PMAX again. We got so much spam, but again, they didn't learn the best practices for Pax because there was no best practices out there and you have to figure that out yourself. And it's no different from running any other type of campaign like especially working in agency. If you have a new client that comes to you and they have no history on of advertising, we will just test and learn. And as as long as we're managing client expectations and the client's aware of what it is they're signing up to, we will be setting defined tests and we can like guesstimate through an educated guess what the outcome would be. But ultimately there's no data. So we we're never 100% sure. So we should always be testing and changing and testing and maybe not too quick to write things off. But I appreciate, you know, budgets are tighter than they've ever been and and not everybody can afford that luxury of prolonged testing without delivering results. I feel like test and learn has become like a something I use heavily whenever talking about pay media today. Yeah. Yeah, definitely. Like I say it so much. I make myself cringe with how much I say it, but it really is something that we need to do. You we we need to be testing in order to learn. Like we've had so much change in tracking, different consent modes, different campaign optimization such as AIAX. We've had lots of changes to PMAX since it first launched. she first launched it was completely blind and it was very difficult to optimize. Now we have some guard rails that we can put in place and um different ways to to view how it's performing. Um but yeah definitely that is my catchphrase of the probably the past six month. Let's test and learn. But again it's like a science experiment. you you have a hypothesis and this is what you're wanting to achieve and you have to you know um agree at the beginning of a campaign this is my objective these are the tests that I'm going to partake in and these are my predicted outcomes and then feedback the outcomes at the end of the campaign you have to keep it quite logical and intentional okay well t ads probably the biggest news uh from the past like month or so why else is happening in paid media at the moment. Um, so if we just pop across to paid social again within the LLM sphere sphere, I've not heard many people talking about Manis AI from Meta Ads or just Meta. Um, that's a strange little LLM that's just popped up, but I kind of quite like it. Okay, I'm vaguely familiar with it. I heard like I heard about it when it was acquired by Meta last year, but I've not really heard a lot since then. So, what what are we dealing with? So, visually it just looks like chat GPT. So, your prompts, your previous conversations, everything you would in fact I thought I was on chat GPT at one point. I was like, have I logged into the right thing? It is visually carbon copy of chat GPT. But I like its thinking. it thinks different to chat GPT and the output is different to chat GPT and for somebody that's working in paid social the fact that you can access it from your um business manager in meta and you can just click to maners and because it's integrated to the ads manager you can use it to audit your accounts you can use it to put a pitch together and without having to, you know, compromise the integrity of data or GDPR, all those kind of things because it's already linked to the platform. So, you don't have that danger. I've not played with it loads just because I've been really busy in PPC, but it's something I'm definitely going to explore more and I do like it. I'm I'm not going to write it off. I I I obviously deeply love you and the paid media team, you know, through and through, but you said in there about it can audit your account for you. Yes. If I'm brand side, if I am responsible for the P paid media of of the company, for the brand or you know the the product whatever it is in the business, why would I not just use that rather than coming to speak to say yourself or anybody else in the team? It's the same thing as any LL. Um LLMs don't understand nuances. they don't understand brand strategy. It would take you forever to try and like put that into chat GPT or manusi to tell them your whole business goals. Um, but it's good for just like sense checking things. So, I always use AI as an assistant, not a replacement. It's like, and I always use this analogy and it makes me chuckle because I just laugh at my own jokes at the all the time. It's like the self-service tills in Asda. You still need somebody to oversee them. They're never going to fully replace the workforce because they can't. Um, you need somebody to oversee it. You need somebody that understands the nuances of the business, the nuances even of the ad strategy. Um, because it will flag things. You could have put a campaign live a day ago and it'll be like, "Switch this campaign off. It's had no competitions." Uh so like different things, not all the time. Um they'll get better the more you use them as well, but they'll never never replace like a human strategy that has multi- channelannel strategies as well and and understands the business goals and the business needs. But they're good like just as an extra pair of hands, an extra pair of eyes to um yeah to shorten processes basically to streamline but not replace. So it's a yeah as you say it's an addition rather than a replacement fully. And I love your point about how you need somebody that can spot the difference between what good is and what bad is. Like it may be making recommendations which make total sense if you are just looking at the data and and stuff but you need intuition that comes from a lot of years of experience and actually handling hundreds of campaigns in your case to know that well I know that in the long run that's going to work out far better for like you know brand activation and awareness and so on like down the line if I listen to what it had to say I you know I turned it off and we would never do you know what it needs it needs to learn the mantra of test and learn. That's what's missing really. Well, if you think it's just taking information that's widely available on the web and putting it together for us to digest. So like any one of us can go Google an amazing PPC strategy doesn't mean it's going to work for your brand and it doesn't mean that you're going to understand it or it's going to make sense. So I think we have to remember that like LLMs aren't a magic genie. All this information is widely available and it's for us to interpret but it does save us a lot of research time and those kind of tasks. Um and so yeah just like use it as an assistant and not as a replacement. just makes me think to just pull it over to like the SEO side of things, how we all learn one technique like across the industry. We're like, "Oh, you should do this. It works really, really well. It's really effective." Like the skyscraper technique that I learned when I started in SEO like 10 years ago was like the big thing. Everyone's like, "Well, we'll try this. We'll just scrape everybody else's content. Manually go through and check it and we'll compile it all together to make this mega long 2,000 8,000word uh article." But then everybody is doing it. Therefore, it doesn't work anymore. So, if everybody's implementing the same advice from Manners or whatever it is, everyone's running the same campaign. There's very little difference between it. You just kind of lifted the, you know, everybody's not putting out terrible ads anymore, but they're not putting out great ads either. Yeah. Yeah. And that's exactly it. And that's why we don't encourage the use of it in like writing blogs, landing pages, ad copy, creating videos or um graphics because you will get to a point where everybody's ads and everybody's content just all looks the same. And we still need that personalization whether it's within a strategy or within the actual look and feel and depth of the content that you're putting out as well because we're still putting out content from ads. Before we move on to our question of the month, and we do have a campaign we're going to look into in just a minute as well. Do we have any final happenings or goings on, news or trends that people should be aware of? Um yeah, just another one with meta ads that it's unfortunately getting more expensive. Um so and that's to do with the tax within Europe trying to get Meta to pay back into um where it's advertising. Obviously we know they don't have head offices in every European country, but they're having to pay tax now in these countries. So Meta has absorbed that for a while, but now they're putting it onto the advertisers. So, if I'm well, I'm not US-based, but if I was US-based and advertising in the UK, I'd have to pay that percentage increase. So, there's various tariffs for various countries. I think the UK is like a 3%. So, if you're spending £100, it's £103. Um, so it's not huge, but it is worth considering and making sure that you know you are signed up to the right platform, it is providing value because it's it is going to get more expensive. And if you do have a large ad spend, obviously that 3% is going to increase a lot. Like it's going to be a lot. Yeah. I was just talking to somebody earlier and they spend like four or five four or 500,000 on PPC ads. I don't know if it's cost year or quarterly or whatever it is, but just just 3% of that is massive. Yeah. Brilliant. Let's take us on to the question of the month then. So the question that I have here is that um if you do have a small budget for a paid media campaign, what should that person focus on? Um so there's again I always say there's a lot of nuances. There are a lot of new campaigns within PPC and this is a question that I see quite a lot. Um you know marketing budgets are getting smaller. How can I extend my spend? what campaign should I be running? And it's not onesizefits-all, unfortunately. But there are some things that are like foundational across all PPC accounts that will really help you save money and some foundational tips across strategies that you will be able to apply or or not apply for your BL brand so you'll know to move away from them. Um, so again, the first thing you need to make sure is that your tracking is working correctly. Like I know I sound like a broken record, but honestly, if you are investing money, whether it's a small amount or a large amount, you need to be able to quantify what you're spending. You need to make sure that you have a return on ad spend and that your campaigns are well optimized. And the only way that that can happen is through um accurate tracking. So there's been a lot of changes in the tracking sphere. Um you will have heard of consent mode. We're currently version two. I've heard there's a version three coming out. If you're running ads in the EU region, you need to have consent mode set up so that we can pass the data from Google Ads to your CRM to your J4 to wherever it's going. That needs to be sent up. Otherwise, your conversions will drop off a cliff and you'll wonder where they've gone and why PPC was working and all of a sudden you've got 50% 30% of the leads you once had. Um, so server side tracking is new as well and that's another thing that's plugging the gap in between consent mode, the Google Ads tag, G4 and CRM. So, I'm not technical. This is a very dev heavy thing, but you need serverside tracking to be able to report on the success or not so success of your campaigns. Again, there is a black hole there. If you don't have it set up, you'll not be able to account for all your conversions. And then make sure that you've got your offline conversions going into your ads as well. So whether you do that manually on a spreadsheet, which is not advised, but even if you are manually writing every lead that comes down, um, or whether you do have a CRM, make sure that you're uploading your results, positive and negative, into your Google Ads account because with the AI campaigns and the AI settings, so Pmax, AIAX, Demand Gen, um, Um, you need to be able to tell Google what a good lead looks like, but you also want to exclude what a bad lead looks like as well. And that is very, very important, excluding people and people who look like a bad lead from clicking on your ad because obviously that's a waste of budget and they'll never convert. So offline conversions or enhanced conversions for leads as they are now called is very very important and you will save a lot of money by syncing that up. So again tracking is where I would spend m the majority of my time before I even spent a pound on my ads. Um, and then the next thing you need to decide is whether you want to set up search campaigns, whether you want to set up a PMAX or a demand gen campaign, something that's a bit more visual, something that uses AI a bit more and machine learning, or whether you have enough budget to do a combination of both. If you have a really small budget, now I'm talking under £1,000, you might not be able to afford to wait for Pmax to do its thing and to learn, you know, go through the motions, machine learning. The more data it gets, the more it learns. So, it's never going to be perfect from day one. It does need between 30 to 90 days to learn. And then obviously, you want to optimize it on top of that as well. So, if you have a really small budget, say you're a plumber and you're advertising in a 30 mile radius, just have a really tight search campaign. We have clients, historical clients that have those kind of services that are on a small radius that we've kept for years because it just works so well. So it not all campaigns have to be full whistles and bells and fancy and pmax and demand genen and YouTube ads. It can be a really well set out search campaign and it can be on phrase match. It can be on exact match. If it works, it works. Do you feel that that there's a necessity to decide like I'm only going to go all in on one network or do you think even with a small budget you can split yourself between going to drive maybe some traffic via Google and then maybe try and recapture that traffic via LinkedIn or uh Instagram or whatever it is later on or is the budget really not going to stretch that far? Again, it depends how small a budget we're talking of. And really, what you need to understand is your attribution model. So, if you have a small bud budget, but and you can view this in J4, by the way, you can get an attribution model. There's attribution software that you can purchase, but like J4 is free to set up, set it up, look at your touch points, look at how how people are converting. If there's evidence that they prospect on Google and they convert on Meta or email, even email, like it doesn't necessarily have to be PPC or another channel, then put your effort as well into that other channel. Um, and especially if it is a paid channel, make sure you've got enough budget to do both. Or look at another marketing platform that can generate that demand and then another one that can recapture Is it possible to set up that recapture when your CRM only has like a few hundred people in it? I'm just thinking about the plumbers that you mentioned um they likely don't have 10,000 contacts in their CRM and it's not so likely that they're going to have a lot of traffic coming to the website they can kind of retarget to. Is it still possible to do like the whole connected through the CRM they visited and stuff or is it maybe just the numbers are too small? Yeah. So, you can still connect your CRM if you have one. You may not be able to use the audiences to retarget if they're too small, but Google has reduced the size sizes of audience for retargeting now. So, you can now retarget with an audience of a 100 people in your match list, which has made it much easier to get in front of people. Um, you also don't have to do it from a CRM or a customer list, which is why it's important to have your other tags on the on the website such as G4 and the Google tag because you can if you don't have a large enough customer database, you can do it from people that have visited your website or taken an action on your website, something that's meaningful to your brand. So, if somebody's spent, you know, um, like they've gone from one page, a blog page to a product page or a service page, that could suggest there's some intent there. So, that might be something you want to remarket to. or if they send spent um a certain amount of time on a page or if they've viewed multiple products, you might want to or if it's e-commerce add to cart, you might just want to fire off an ad with a discount or just an ad to anybody that's abandoned cart. So, you don't necessarily have to have big data list, but it is good just to keep refreshing and adding as much data as you can in the account. This isn't related to this question, but it is just something that popped into my mind of there was a a founder of a what's it called? Like a cleaning products company. It's it's one we we may know is kind of taken off in like a DTOC and is now appearing in shops. And I heard them talking about they run like a thousand was it a hundred different visual like ads at a time really just to see which one takes off and converts and so on. Is that something you would recommend to people to do to run like a hundred different visual ads to see which one works? Sounds like a lot work. Yeah. You'd need a hell of a lot of budget to be able to do that. And yeah, I don't know whether I'd suggest doing a 100. I mean, if it's a hundred over different campaigns and, you know, so many is on prospecting, so many is on middle of the funnel, so many is on bottom of the funnel, then maybe, yeah, you you might need a hundred actually. Um, but yeah, that's a lot of manual work. I wouldn't say no, but like we would say at least you want at least 10 different visuals in a campaign. With Pmax, I think they want you to I think it's 20 images and five videos. So, they do want you to have a var lots of different variations. And with we'd always say have three RSA ads. So, text ads, we'd we'd want three different variations within one ad group, but you know, they all rotate. So, maybe we don't need three anymore. We've just done that for forever, so we still do it. Um, so we should all creative is the biggest lever that we can pull and I always say like the more creative the better. Um, it's just 100 sounds a lot but yeah I can believe it if it's a really big campaign. I'll have to share with you and perhaps we can deep dive into it the next time we do one of these recordings. Um, just before we move on to our like review of our, you know, campaign of the month, the one that we we've picked for today. Um, how are you dealing with that creative part of filling those gaps of you you can add was it five or 10 videos into performance mass campaign? Where are you getting the videos from? Because I can think of clients that I've worked with in the past who had sizable budgets for PPC campaigns but didn't have the setup to even start the process of creating videos. How are you going about that today? Yeah. So, we do have um editorial services within PPC at Exposure Ninja. So, as long as you can film something, we will be able to edit the ad and get ads set up to the campaign. So, sometimes it will just be I want a founder talking head video. Go set your iPhone up, have the light in the right place, like in front of a window. It doesn't necessarily have to be anything fancy. And this is basically say it in your own words, but this is what we want you to say. And then our lovely editors will add like, you know, call to actions, text, music. They'll make it feel like a really high produced video. Um, and we know that UGC works well anyway. So, we don't want everything. Yeah, we might want some overlays on it, but we don't always want everything to be polished. Um, so we have that option at Exposure Ninja. And we also have um a content creator option as well. So um this works well if you're like an ecom brand or you sell a physical product that you can ship out to somebody. Um so we can select a content creator with a large audience that you can send your product to and they can we'll provide a script and then they'll film your video and send it back to us all edited. Um, so that's another way that we can um add creatives to campaigns as well. Um, and then there, even if we've just got static, service, product images, stock, even from stock images, there'll always be something that we can create. Um, so it's definitely worth investing in because now more than ever is where we're seeing drawing parallels between PPC as in Google and Bing to paid social ads. We're they're as close as close as they've ever been for a long time. I saw was it at the Google advertising thing last year? I can never remember the name of the conference, but they were giving previews of some generative video stuff that was coming into Google Ads. Is that available yet? Is that coming soon? Where are we with that? Yeah. Yeah, that is available. It's available in the ads account. You can upload stock product photos and Google will generate a video for you. Um they've also just launched as well um I could have mentioned this in the new in the news update but they've just launched as well um an a real life AI voice over for video campaigns as well. So I'm not sure how good that will be. It's meant to be realistic um or how that will impact conversion rates. But it's something I'm really interested in trying. Um, but yeah, it's available. So if if you're a brand and you don't, you know, you don't have editorial, video, content creation resources there, you can create them within Google Ads. It's just we do have a lot of resource, so we don't need to create them in Google Ads. That's interesting. Uh, be curious to see what that looks and sounds like potentially next time we we meet up as well. Okay. Super. Oh, well, it takes us on to my favorite part of these uh paid media monthly meetups uh which is the campaign of the month. So, Rebecca, who do you have lined up for us this month? Well, as you know, I do like a health care brand. So, I've selected um Vitality who offer um health care, private health care insurance. Um so, I've been looking at their ads. So, I'm just going to share my screen with you now, and you can see some of their ads that they've currently got running. Um, so yeah, as you can see, we use Semrush to do our advertising research. So, we've got vitality.co.uk. This is their website. And as you can see, I'm just on ad copies here. And we can see that they have um in February, they've got 1,273 different ad variations. So that guy that's got 100 has got nothing on Vitality cuz they've got 1,200 ads running. Um and then you can see that they're all arranged by keyword. So, as you will know if you're running paid ads that you want your keywords to be reflected in your ad copy and also in your landing page experience and that's how you get a high quality score from Google and then Google rewards you with a cheaper cost per click or you winning the auction and and you you get the traffic. So, if we just have a look at this first one here, we can see all the keywords that are triggering this ad copy. Um, so it looks like we're going down the health insurance for business. So this is a corporate um part of a corporate ad campaign and as you can see there the URL has business in it as well. So this would be like a company like Exposure Ninja that could buy health care for all their employees and get them all signed up. Um, so this is what this campaign's about. Um, so interestingly it's being triggered by some local keywords as well. So, this suggests to me that it's on a like AIMAX or a broad match kind of bidding strategy as well because we can see some keywords that are not necessarily that aligned with the campaign and the landing page. Um, so this is quite top of the funnel here. Um, and it suggests it's new. So, I would put my money on this being on a broad match or an AIAX campaign as well, which is why it's so important to have guard rails in place and make sure you have a really tight-knit placement negative and audience list as well. So, make sure you're not wasting money on those clicks cuz as you can see here, they're very expensive clicks to be wasting their money on um if they're not the right support. um sorry if they're not the right kind of inquiries or they don't have high intent and they're in the research phase there. So um where was the one that saw that was quite top of the funnel? I think best employee benefits that's cost £6 for that one. So it's not not I wouldn't expect to convert from that. Um, but if we move over to the Google Ads transparency center, you can get a better view of all the ads that they've got running here as well. So, we can see not only the text ads, the other ads. So, this will let me know whether they're running a full funnel strategy. So, at the minute, I can see that they're only running text ads. Do we have any video ads on here? We've got some display ads. So, this would suggest that they're running some remarketing campaigns. Let's have a little look further down. Can't see any use of video. They have got a lot of ads. Let me just scroll really quickly. Ah, here we go. So, we do have some video ads. We have some more display like banner ads. Um, so yes, I would expect them to be running a fullfunnel campaign. So they may just have Pmax running which does target all stages of the sales funnel. Um, but they're heavy rellying on search which is not um to be unexpected because even with the PMAX campaigns, we see that we get the higher conversions from the search ads as well. So I'm just going to look into the ad copy. Um, so this is a really good one. cover from £5 per month. That would be very tempting to click on. Um so prices um is a really good incentive. If you can add price assets to your campaign or mention starting prices in ads, that's a really good um call to action to add to your I can't really see any USPS pain points why we should look at Vitality over I mean awardw winning maybe that we would say you would choose those over other competitors cuz they're award-winning. But yeah, there's still a lot that could be done with the ad copy. It's not the strongest. Get a quote in minutes. That's a good call to action. But yeah, I often see this though, even with the bigger campaigns, that there's a lot of room for improvement within the ad copy as well. Um, I can see Dale's gone missing from the call. Oh, I'm still here. I just hid myself, so there's more of the stuff on the screen rather than having to see my mug. I saw some of those ads in there. They had some interesting um call outs, but like within the actual like the description itself, not the actual the headlines, there was a few bits like they had a high percentage of um claims or something like that. I'm not really sure, but like that kind of stuff would stick out, but again, that's if you're spending more than the fraction of a second that you really look at an ad. Um yeah. Yeah. And it's it's really see I didn't even notice that cuz I'm looking at the headlines and I think when you are searching on Google and I don't know if anybody else like reads so much into the description obviously it's good to have them there. It takes up more real estate but something like that should have definitely been in the headlines. Um like cover from 145 a day that that's really good and that is also in the description. But you can see there's lots of USPS within the descriptions that I'm sure they could have been added um into the headlines in in one format or another. Now, what would be like the main kind of thing you'd be adding into the headline if you were writing these for yourself? Let's say you're filling out um sorry to put you on the spot, but if you were filling out a performance max campaign, you've got to add in like a couple of headline options or you know um a few USPS. what would you be trying to get in there? Yeah. So, the way that we write ad copy, and we all often get questioned about this with clients when we're presenting ad copy, and they find it so fascinating because especially those that have not run ads before, um they don't expect to see the format that we've sent it across in and that we're explaining. So, this is like the format that we um write ad copy in. So, we'll include the keyword in the ad copy. So, again, I don't know what the keywords are related to those ads, but I would expect if you were looking for business insurance, that would be a keyword. You'd have business health insurance in your ad copy. And then you would want that to be followed by a USP or a pain point. So, that's generic to any marketing. You need to be highlighting USPS and pain points. Why is somebody going to click my ad over a competitor's ad? What personalizations can I add to give my ad the competitive edge? Because so many people are advertising in all different sectors and you really need to stand out and make it known why they should click your it's not even about buy your product at this point. Why am I going to click your ad over the one below? Um, so we'd have that would be the next sort of styles of headlines within we'd have in there as well. And then we'd have a call to action. So download the guide in minutes that suggests some urgency, get a call back today. You know, adding a time frame lets people know, okay, this is not going to take forever or I'm going to get something back straight away because like if you're looking for a quote for something, I don't know about you, Dale, but nine times out of 10, I will go with a person that responds to me first because that's just how it is. If I want something done, I want it done now. I want to get the ball rolling. My head's in that space. I've done my research. I'm ready to progress now. and I want somebody to be calling me back straight away, answering the phone straight away, or responding to whatever it is that I'm inquiring about. So, adding a time frame on there as well is very attractive. So, if we can, we'd add a time frame and some sort of urgency call to action. Um, and that's your winning formula really. Um, and Google will rotate all those variations, whether it's PMAX, text ads, um, demand genen ads, and they'll find a winning solution. And then what you do from that is you look at your statistics and you start again. Okay, my people are responding heavily to the personalization. So, I'm going to add a few more different personalizations. And you just iterate and continue down that vein. um and let the data inform how you should be writing the ad copy. if you're dealing with like a bigger brand like a Vitality or someone you know around that that level does the multi- channelannel brand kind of stuff that they're trying to do through you know out of house advertising through um TV traditional advertising even sponsoring of football teams and stadiums does the level of brand awareness that's been done there impact how much you must and are kind of forced to use the brand name within the headline because I can imagine that there's a choice between do I go with just health insurance with you know 5 minute response time for calls or whatever versus including the name in there as well because I see that there's the logo there's a URL should I be omitting the the brand name what how would you approach this yeah so um nine times out of 10 I would say be running a brand campaign especially if you're running offline activities like you've got billboards, radio campaigns, TV campaigns. Um, and it's something that we've done before for clients that have run promotional TV campaigns. You know, if they've not got um a a TV campaign running all the time and they've just got it for, you know, a selected promotion, we will um up the spend in anticipation of the TV campaign. So, this is where paid works with your offline channels as well. So, if you're doing PR stunts, promotions, anything that's offline, even a direct mail drop, people are going to either I mean, if you're doing a direct mail drop, stick a QR code on there and they can just scan it on their phone. But if you don't, then they're going to have to go to their phone, laptop, computer, TV, type in whatever your URL is. Um, they might not type in your URL. that might get sent to work and then they follow it up at home. You want to be there at the top when those people are searching. You've spent so much money on those offline activities. You can't afford to let your competitor pick up that ad. You've already spent so much money. Um so that is where PPC will work hand in hand. Um, with the offline activities, put the brand name in the head copy for all your brand campaigns because your brand name is your brand. You will always be the most relevant. So, you should always be showing in number one spot for your brand ads. And if you're not, then that you're doing something wrong. Something needs to change within your ads. But yeah, it's very important if you're running a brand campaign, make sure you're mentioning your brand name in there. Always. Always. Have you had an opportunity to look at the paid social side of things for Vitality? I haven't I haven't had a look at paid social. It's um it's tricky with paid social. The ad transparency tools not the greatest on Meta. Um but I would imagine they're um advertising a lot of video. I would if I was them be doing video content on Meta. Let me uh just bring it up. Um as I say, it's not as clear as perhaps you can probably get by using like some other tools. Um in actual fact, I'm fairly sure that Samrush that we use predominantly has got some good like paid social stuff in here. But just at a glance, yeah, what are you what are you seeing? What are you liking? It seems very heavily video dominated from Yeah. Yeah. We are seeing that video tends to trump um any other form of um ad visual impaired media. Um but again, as I always say, it's good to test different types. Um but yeah, I would expect to have some different sorts of Oh, that's a nice little ad. Is this A little perks ad. Yeah, that's cute. But there's no call to action at the end. What is this ad wanting me to do? It looks nice. Sign up, learn more, download a guide. Again, it's a little bit wishy-washy. Love, lovely visuals. Um, nice. Yeah, that you get all these perks, but again, we need to be telling people what we want them to do. Otherwise, yeah, and scroll past. Would this be targeted at somebody who's already engaged with Vitality's uh content, maybe engaged with their website, or is this, do you think, going to be coming to anybody who's just currently in that affinity group of like looking into insurance and healthcare? Yeah, I it's hard to tell with this one because there is no hard call to action. So, it could potentially be top offunnel, but then I would expect there to be some kind of offering like I don't know, download our I don't know if they do an insurance guide, but do you know what I mean? Some kind of lead magnet high up the funnel. Um, and then you tend to see testimonials towards the bottom end of the funnel, mid to bottom end of the funnel, but without a call to action, I don't really know what it is that they're wanting me to do. Pretty vague. Pretty. Sorry to say. Okay. I guess I'm just being tricked into clicking the see for yourself button. Yeah. Again, these could just be brand awareness, but again, when you're generating awareness as as of your brand, you need to be talking about these USPS. What it's it's all right just having your brand name there and like a cute little, you know, animation, but yeah, it's not really telling me what what am I meant to be? What is the message from this ad? Um, you wouldn't put a blog post out with like just wishy-washy, no structure, no like theme of the paragraphs. And it's the same as well with the ad copy. Now, this one, um, this one is better because it's incentivizing and it's got a call to action. Um, so I think this one's a remarketing advert because I have actually been on their website and seen that this is an offering that they're running for the Apple Watch. Um, so I would imagine that this is um revisiting those people who have been on the website and trying to persuade them with a nice Apple Watch. What what can I learn from this information that's available here about you know the age groups and the gender and the reach? Can I learn anything as a competitor? Yeah. Yeah. So you can um understand a bit more about the audience when we are doing a strategy as well and we're researching. We will have a look at um the potential reach of other ads to um to try and inference whether there is like a reach for this audience as well that our client is wanting to target. Um we'll also look for gaps as well, especially if the budget's tight. will be like, "Well, we know your competitor has tens of thousands more money than you because you know they're a they're a they're publicly registered or something like that. Um, and we can see how much they're making. Um, so you would suggest that they've got high ad spend. Um, so we can look for gaps where what aren't they targeting? What are they missing? Um, and then you can like clean up there. Basically, you can run your ads in the gaps that they're missing and clean up or you can take efficiencies from this as well cuz that is a rather large audience that they're targeting. Um, so do we want to niche in a little bit? Do we want to be a bit more personalized? Do we want to speak to specific people in that large audience? Um, you know, are there audiences that we work with well and they convert higher and they love us and we've got testimonials and we've got case studies on our website. Um, that's good to know as well. um because you can run ads to that specific audience instead of like a big a big group like this one. I mean this is not the full targeting but it just shows some of the targeting. So it's suggesting in theory that you could just say well I can see that this the reach is pretty good on this. Um maybe I can target only anyone between the age of 55 64 have a landing page highly specific to them. Yeah. Yeah. And even like um the creative make the creative more I mean with life insurance speak to moms like working moms like have that messaging if if that's a high um a high audience that we're seeing from competitor ads as well. Again the more personalized you can get the ad the better they convert because people want to be seen and want to be understood. And we know through various B2B, BTOC, ecom, lead genen that any kind of personalization will always convert at a higher rate. I do like this dog. It's very cute. I suppose this is like a brand campaign because people are very aware of the dog. But what is what do you believe the intention of this is? You're obviously throwing a lot of money at putting this video in front of people, but I guess people aren't going to, you know, request a quote at the end of watching this. Yeah, this wouldn't surprise me if this was designed to be an organic post and that it had been boosted on the back end to try and get more eyes onto it because like when we're running PPC ads and I say this a lot and you have to be intentional because you're going to waste a lot of money otherwise Vitality probably have a big pool of money so it's it's not a big thing for them to like boost a post or or run this brand awareness campaign. Um, and they might may be taking actions off the back of this as well. The the reach is quite low. So, I'm wondering if it is an organic one that's that has been boosted a little bit. See? Yeah, the reach on this one's a lot higher. It looks more like an ad. Yeah. Yeah. Potentially action. Yeah. It looks more to me like a tie in to like a bigger broader campaign that's running across TV maybe, you know, on Netflix between, you know, in the outbreaks that are happening there. Um, actually, we we'll come to an end on this one. So, I imagine we could probably deep dive for a full hour into this space. But um what are your thoughts on via Netflix where the Netflix ads and what kind of business they work best for in your understanding of it? And also have you aware of any changes to the way that YouTube ads are working? Because I saw just this week how one I'll get that off screen. um how one YouTuber was talking about how they in the very near future going to be able to do like native ads and actually change the price that's mentioned in the video uh depending on where the video is being shown. So they'll be able to just swap out that that video and so you know for let's say for India versus Singapore or whatever. Um yeah I have actually two different questions there. No, I like I like the um YouTube ads. I like the Netflix ads. I like when you p I thought I would hate the when you pause you get an ad. But as a screen saver, but actually I quite like it because it's not intrusive to my experience. I've paused the TV, I've gone and, you know, cooked dinner or answer the phone, whatever. Um and I've come back and they've not always been relevant. the more data that they'll get and the more relevant and the more people using it, the better they will get. But I don't mind them as part of a wider campaign. Um, like we mentioned earlier about paid ads supporting the offline activity as well. I feel like this is a similar kind of approach like use the Netflix, Spotify, wherever people are hanging out in their downtime to get your brand in front of them to get them thinking about the name and then you want to be following up as well. If you can share this data across platforms, then you can retarget them on other channels or they'll do their research and you want your ads to be there as well. So, it's it's all it's all about just building that marketing funnel out, whether it's in one channel or whether it's across multiple channels. And you need to figure out what's right for your brand and at what point of the funnel each of your services will feed into. But yeah, I don't mind them. I like them. I'm excited again to see how they'll evolve. Um, I tend to see the more BTOC. I don't think I've seen any B2B ads at all actually. Not that I can recall. I don't know if you have Dale. No, I I don't recall seeing any. Um I don't really watch a lot of Netflix and stuff. It's just another subscription I have but never really use. Yeah. Yeah. No, I can't see them working for B. I don't know. I don't know. Test it. Test it for B2B, but I would imagine they have more success with with B2C and e-commerce um type campaigns as well. Super. Well, that's a lot that we crammed into the last hour. So, thank you everyone for joining us and if you've been watching on demand, I really appreciate that. If you do have any questions for us, you can reach out to us on our website, explosioninja.com, or you could reach out to Rebecca directly on LinkedIn as well. I'm sure she'd be more than happy to have a chat with you. Um, but if you do have any queries whatsoever, drop them as a comment. We'll try and reply to them wherever you're watching. And, uh, we'll hopefully see you this time, well, sometime next month for another paid media monthly. Thanks a lot. Bye. Thank you.