Marketing Dojo #5: Paid Search Advertising -Why Is It So Difficult?😓
Budget cuts can help you get fit; SEM is more challenging than it seems; advertising fails, and much more.
Hey everyone!
This week has been an absolute whirlwind - I was asked to step in for a colleague and host an employee all hands. It was nerve-wracking presenting to over 250 colleagues, but it was an amazing experience in the end.
A bright and shiny picture from the event is at the end of this jam-packed newsletter.
Here’s what we will cover in today’s issue:
A solid marketing tip to get six-pack abs.
Cracking paid search is a tough task.
It’s time to update marketing statistics.
How to improve your company’s stock price (announce something with AI in it)
And more.
So let’s dive straight in.
How to weather a recession and get ripped.
Here’s some fitness advice in a marketing newsletter. (What can go wrong, really.)
Looming recession & layoffs are forcing companies to rethink their priorities. I am saving my gym fees by doing a push-up whenever someone tells me to “do more with less”.
ETA for my six-pack abs - 🤐. Let me know how it goes for you.
The Struggle is Real: Making Sense of Paid Search.
I get why search engine marketing makes sense - it helps you find people who are actively looking for what you offer. However, I'll admit that I've always found it challenging to get the hang of paid search ads.
This zero-clicks study by SEMRush provides insights into search behaviour.
If I were to search for “best Asian skincare products”, I could take one of these actions:
A Google click - Go to images, shopping or video tabs.
Paid click-SEM ads
Organic clicks - Click on non-sponsored content.
Zero-click - Get the answer on the search screen itself.
Google Keyword change - Change the query
On a desktop, 1.8% of searches lead to paid clicks.
On a laptop, 0.02% of searches lead to paid clicks.
Conclusion: Searchers recognise the distinction between ads and organic content and avoid ads wherever possible. It's even simpler to scroll past the ads on mobile and go directly to the organic content.
Search ads are tough on desktop and tougher on mobile.
Underinvesting in SEO and overinvesting in SEM is a recipe for disaster.
Keep your eyes peeled for zero-click searches! A quarter of desktop searches result in no clicks – users get the answer they need without visiting any links. Zero clicks will go up exponentially in 2023.
Did you find these numbers surprising?
False Advertising: An Inside Look at the Thinx Legal Battle
For years, Thinx marketed its period panties as free of toxins and chemicals. Still, a recently filed class-action lawsuit has alleged that their products contain PFAS (also known as “forever chemicals”).
PFAS are frequently used in consumer applications, and the potential link between them and cancer is a relatively new and developing area of study.
The class-action lawsuit isn't about the chemicals themselves; instead, it's about the advertising claims that Thinx made.
A quote from this explainer article:
"This case is centred on marketing concerns, and did not allege any claims related to personal injury resulting from the product.
Update your number decks: Data Reportal’s Digital 2023 report is here.
Datareportal’s digital 2023 report is filled with numbers, facts, data and actionable insights.
Block tons of time because this 450+ page report needs your time and attention.
Three things stood out:
TV ads are not dead yet. 30.7% Of internet users have reported discovering new brands through television ads.
Staying connected with loved ones is still the top reason for using social media. While Meta may have some flaws, it still offers incredible value!
TikTok is giving YouTube a run for its money! We're seeing more and more people spending time on TikTok, while the time spent on YouTube shrank last year.
Did you read the report? Did anything catch your attention?
The Buzz on BuzzFeed: Stock Rises 200% and the Internet Can't Handle It
For years, Buzzfeed perfected a content writing recipe starting with click-bait headlines & spiced-up thumbnails. (The headline of this post is inspired by Buzzfeed style of writing. So meta!).
This week Buzzfeed was in the news for two reasons.
The partnership between Buzzfeed & Meta: Buzzfeed will provide creator content for Meta for $10Mn. (A fraction of Buzzfeed’s annual revenue: $398Mn).
But the partnership is a win-win for both companies.
2022 Was a nightmarish year for Meta and Buzzfeed, with their stocks hitting an all-time low and massive layoffs.
Buzzfeed recruits OpenAI & fires staff - The company made it clear that it will use OpenAI to help with brainstorming new ideas instead of writing the articles themselves (for now). Scary.
Short Stuff:
Zero-sum game? LinkedIn quadrupled newsletter subscribers, Meta & Twitter cancelled their newsletter products (Paywalled)
Anything and everything can be cancelled. Like the cute M&Ms. (Things that break the internet).
If your brand hasn’t abandoned Twitter yet, here’s a marketing calendar from the survivors at Twitter. (Say bye bye to FOMO on Twitter).
#Marketing Fail: An offer you can refuse.
Do you love shopping? Do you also enjoy getting a Covid test? If you answered yes and yes, you are in luck! A big department store in Singapore has come up with an amazing offer 🙃.
If you have made it this far, thank you for reading this week’s edition. Your attention is the biggest compliment. If you enjoyed reading and think someone else can benefit from the newsletter - please share and help spread the word.
As promised, here’s a photo from the event. Butterflies in my tummy but all cool outside.
Catch you in your inbox next week!