Huge Changes Ahead for Google Ads Agencies and Why You Should Care

Advertising through Google is essential to today’s marketing landscape, so get ready for a huge industry shift to first-price auction bidding.

So, what is first-price auction, and how is it different from second-price auction? The answer is simple: payout. The second-price auction is the system Google has been using. This way, the bidder only pays a small increment above the second highest bid. For example, if Bid “A” is $75 K and Bid “B” is $20 K, then the winner behind Bid “A” pays something along the lines of $20,001. Under the new system, first-price auction, the winner behind Bid “A” would pay the $75 K offered.
The first-price system also eliminates “last look.”A program that gave advertisers more access to Google’s offerings. It allowed for a Google ads agency to add a penny and outbid the winner, raising Google’s AdWords and DSP win rates while opening up exclusive offers for the buyer.

Second-price auctions have been the name of the game at every Google ads agency for years, so most demand-side platforms are built around it. Many advertisers will be at a disadvantage of negotiating in this new system. More than that, with a service as prominent as Google leading the charge, many PPC, or pay-per-click, providers will be making this same change.

Buyers won’t be the only ones floored by this change. Publishers will be at a disadvantage as well. They will need to restructure their price flooring strategies in order to keep sales within a profitable range. Changes like this call for adjustments throughout the industry.

How it will change

The rollout will be incremental, starting at a small percentage of the traffic and expanding with Google ads updates until first price auctions are all that Google deals in. The switch should cover the entire Google Ad Manager system by the end of the year. It will be a swift change and every digital media buying agency will need to pivot quickly to avoid wasting client funds.

Since Google is an industry leader, this change could kick-off a widespread shift across platforms. Each TV advertising agency, digital media buyer, and traditional media strategist will need to learn how to effectively manage first-price auctions. Any PPC management you seek out should be experienced in or exceedingly familiar with the processes that first-price auctions call for.

According to Sam Cox, the group product manager at Google Ad Manager, this change in selling styles will only be applied to services bought through the Ad Manager system. At least for now, the Google properties like AdSense for Search, Search itself, and YouTube won’t be changing.

The takeaway

Google is moving its Ad Manager property from a second-price auction to a first-price auction system. They are starting small, but by the end of the year, all placements bought through Google Ad Manager will be done through the first-price auction. This means you’ll need to find a Google ads agency with a deep understanding of the new system. Get in touch with media buyers that adapt and change quickly, or budget for some growing pains.

As an experienced Google ads agency, we understand the first-price auction system well. We are primed to pivot as quickly as process changes like these occur without missing a beat or wasting client money. Ready to take real action? Reach out today!

A Successful Night Envisioning the Future of Advertising

An event that brought industry leaders together to share insight on the future of advertising and how to adapt across industry disciplines.

Envision was hosted by BIGEYE Advertising Agency and featured 4 speakers who spoke on their industry experience and predictions for future insight. This 3-hour cocktail attire event on March 28, 2019, was an engaging evening of effective strategizing. Envision began at 7 PM, with an open bar, music, mingling, and concluding with inspiring speakers such as Ben Hewitt, owner, and founder of Corckcicle; Luis Mark González Jr, senior graphic designer at InVision; Kelly Fulford, director of partnerships and digital sales at the NBC Universal Golf Channel; and Kristen Wiley, CEO of Statusphere.
“We were blown out of the water by the community’s passion for learning,” said agency CEO and principal, Justin Ramb. “With a great turnout, innovative concepts, and engaging speakers Envision delivered more than we had hoped.”

According to BIGEYE’s lead designer, Rhett Whitney, there were over75 100 people in attendance at this event designed to help local advertisers plan for the coming year while looking to the future of the industry. The expert speakers brought cutting-edge concepts and unique viewpoints to the table as they presented their strategic predictions for industry direction. BIGEYE has distinguished itself as a learning space for the Florida advertising community with the success of Envision.

“I am extremely proud of what we accomplished with Envision,” said agency marketing specialist, and event director LeAnne Ball. “We wanted to bring the advertising community together to discuss the coming trends and obstacles of the industry and I know that everyone went home more prepared for the future.” 

Opt-Out of the Marketing Arms Race, Win the War for Buyer Loyalty

It’s time to prioritize: Pull out of the marketing arms race and jump into battle with buyer loyalty through multi-channel marketing services.

Are you marketing to consumers — or to your fellow marketers? It might seem like an obvious question, at least superficially. Yet if you look deeper into how your multi-channel marketing services are designed and executed, and how your agency chooses to operate, you might find that the answer isn’t as cut-and-dried as you think.

Avoiding marketing groupthink

The marketing industry tends to be highly trend-driven. If an agency implements a new solution or develops a fresh approach, its competitors often feel the need to follow this lead. The idea of being left behind, or being perceived as behind the knowledge curve, is enough to compel them into action.

Yet as a recent column in AdWeek points out, this behavior often becomes a self-reinforcing cycle, with agencies chasing fads and trends in an ever-escalating arms race. They become so concerned about the competition that they lose sight of who truly matters: buyers.

As AdWeek points out, the birth of the Internet and the proliferation of multi-channel marketing services created incredible new opportunities for marketers. Consumers, for the first time, could research a vast array of projects on a mass scale, creating a new buyer category: inbound prospects.

CRM platforms were soon developed, ultimately becoming an essential operational cornerstone. Now, consumers could be categorized, tracked and guided down the sales funnel with precision, and data could be gathered to measure the efficacy of various techniques and tactics.

While the emergence of this new technology offered wonderful opportunities, it also had unintended side effects. Communication between brands and buyers became mediated by multi-channel marketing technology.

In many cases, this went too far. Marketers attempted to over-digitize the buyer’s journey instead of integrating human interaction within technology. Marketers also began to place too much faith in metrics that offered too little visibility into what consumers were really feeling, and what their true intentions were.

Agencies began relying too heavily on these metrics to measure performance, leading to an epidemic of vanity metrics that say more about an agency’s need for self-justification rather than its true real-world impact.

Instead of personalized and targeted marketing infused with human interactions, buyers were given a one-size-fits-all approach that doesn’t serve their interests.

Finding a better path

So how do marketers opt out of the arms race and refocus on what really matters? Step one would be to join forces with a multi-channel marketing services agency. From there, AdWeek suggests de-emphasizing industry data benchmarks in favor of deeper intelligence gathering on buyers. The idea is simple: Develop more actionable insight into the people who are buying your products and services today, and use this information to refine your approach.

Do the following. It’s important.

1.Realize that the sales funnel is not a perfect concept. If your approach is too inflexible, it’s likely suboptimal. Don’t treat buyers like they are all the same.

2. Ensure you’re marketing to buyers, not other marketers. Having another marketing agency think your idea is clever will be small consolation if it doesn’t resonate with buyers.

3. Don’t allow automation to quash authenticity. Yes, automation has many benefits. Yet it shouldn’t be allowed to de-emphasize human interactions.

4. Listen to what buyers are asking for and offer them customized solutions.

The takeaway

At BIGEYE, we’re firm believers in the power of technology. Yet we’ll never follow empty trends or allow software to replace the human element. In order to provide truly great marketing, the digital and the personal need to be integrated through well strategized multi-channel marketing services.

If you’d like to hear more, please visit our website for more information.

Want Your Next Marketing Campaign to Be Great? Demand Originality

Take a stance alongside a creative brand consulting firm to strategically place you at the intersection of originality and personality.

The phrase “there’s nothing new under the sun” is pretty old itself — it’s the source is the Book of Ecclesiastes. Yet that ancient proverb is still relevant today, as it’s also the lament of just about every creative director and content editor. This sea of monotony does have one upside: Businesses that pursue creative brand consulting to help generate original ideas will earn a significant competitive edge.

The value of originality

Our world is a derivative one. If you need proof, just look at Hollywood’s endless procession of remakes and superhero franchises, the music industry’s love of cover songs, and the advertising industry’s tendency to copycat and mimic. Hey, it’s easier to copy something that works rather than developing original material, right?

Sure, it’s easier — but it’s also much less effective. The law of diminishing returns kicks in, as the third and fourth versions of a great new idea always have much less impact. Given that we’re all surrounded by advertising, we’ve become inured to it in many ways. If brands want to truly engage an audience and snap them to attention, they need to be boldly original. They need creative brand consulting.

One great example of this is a recent ad campaign from Farmer’s Insurance. The insurance industry isn’t particularly exciting, but companies within the sector have found some success by creating standout characters (the AFLAC duck, Flo from Progressive, etc.).

Farmer’s has employed the Oscar-winning character actor J.K. Simmons to much the same effect recently. In a recent campaign, Farmer’s created a 60-second ad based on “Oh, the Places You Will Go” by Dr. Seuss, with Simmons providing the narration.

The commercial had a special hook, however: Farmer’s took actual claims from customers and reimagined them as Dr. Seuss stories, complete with whimsical rhyming narration. Farmer’s and its ad agency partner RPA took added pains to ensure the end product adhered closely to Seussian style, both in terms of style and quality.

The result was deeply clever incorporation of the core business (insurance claims coverage) into a larger creative message that emphasized experience and exploration. To top things off, the ad was released on the 115th birthday of Dr. Seuss.

Why originality is the ultimate differentiator

The next time you’re consuming content, take some time to really watch the ads and marketing message you’re being served. You’ll find that a handful of them are fantastic — and the majority are utterly forgettable.

Forgettable is one of the worst things you can say about an advertisement. So why do so many brands settle for mediocrity? Part of it can be ascribed to the agencies with which they’re partnering. It’s not easy generating original ideas, and generating these ideas to work within the specific context on an ad campaign is even more difficult. This means agencies have an incentive to settle for “OK” when they should be aiming much higher.

It’s the responsibility of businesses to demand original and highly engaging ideas. While this work isn’t easy, the right creative brand consulting firm can deliver the kind of deeply original advertising and marketing content that audiences find impossible to ignore.

The takeaway

At BIGEYE, we understand the value of originality — and we have the resources and talent to take advantage of it. We specialize in creating advertising and marketing campaigns that engage audiences and deliver maximum ROI for brands.

If you’d like to hear more about the power of truly original work, please don’t hesitate to contact us today.

Momo Was a Hoax, Making a Bigger Challenge for Today’s Brands

Work with a media planning agency today to keep social media trends, like Momo, from negatively impacting your brand’s trustworthiness.

Momo — an exceptionally creepy Japanese sculpture — was likely responsible for thousands of terrified PTA meetings over the last few weeks. Yet brands have reason to worry as well. While Momo may not have been all she was cracked up to be, the viral sensation is indicative of a larger problem confronting social media platforms and brands — one that a good media planning agency can help address.
Let’s take a closer look at the hysteria behind the Momo Challenge, and what businesses need to know about the content issues plaguing today’s platforms.

The truth about Momo mania

Momo is the frightening but harmless creation of Japanese special effects artist Keisuke Aisawa. Momo gained a second life on the Internet, however, after someone posted a photo of the fright-faced sculpture on Instagram.

This sculpture’s creepy aesthetic encouraged the creation of a hoax called “The Momo Challenge,” wherein children viewing the sculpture online were (allegedly) encouraged to harm themselves or others, either via embedded messages or a link to a phone number. The concept piggybacked on the idea of a social media challenge, an online format that has grown wildly popular in recent years.

The only problem? None of it was actually real. But that didn’t stop school administrators and sheriff’s departments around the globe from issuing the standard warning fact sheets. In the end, thanks to media coverage and authority figure overreaction, parents everywhere began worrying about their children being exposed to the Momo Challenge while watching the latest episode of “Peppa Pig” on YouTube.

YouTube and Instagram received significant criticism for enabling Momo Mania. In response to the blowback, YouTube released a statement saying “contrary to press reports, we’ve not received any recent evidence of videos showing or promoting the Momo Challenge on YouTube. The content of this kind would be in violation of our policies and removed immediately.”

So YouTube was the victim of a global hoax and overzealous news reporting? Not so fast. While the Momo Challenge might be strictly fantasy, plenty of other objectionable content has been delivered to unsuspecting children via YouTube.

One example: YouTube hosted a doctored version of a real episode of the popular children’s show “Peppa Pig.” Nine seconds into the video, Peppa Pig’s mother yells “smoke weed!” Things get worse from there, with the beloved children’s show characters engaging in homophobic and racial slurs and rampant drug use.

The doctored video, which had no age restriction, was viewed 1.5 million times, with a large number of those views undoubtedly originating from unsuspecting kids. It’s also just one example of a pervasive problem on the platform, which uses algorithms to suggest videos to viewers, and has no reliable mechanism to weed out objectionable content.

YouTube made an effort to wall off this sort of content by creating YouTube Kids, an app that contains only child-approved videos. However, YouTube Kids remains vastly less popular with children than the original platform. And, perhaps even more worrisome, it has also proven to be just as vulnerable to the uploading of inappropriate content masquerading as children’s fare.

This isn’t just a problem for YouTube and other platforms–brands need to pay close attention as well.

How a media planning agency can protect your brand’s reputation

Posting content on YouTube, Instagram, etc. is an essential part of brand building and messaging for most businesses. However, it’s also easy for brands to become tainted by association if something objectionable occurs.

One example: A YouTube viewer could post offensive content within a comment under a brand’s video, or splice that content directly into a brand’s video. The right media planning agency can help ensure that any damage is mitigated immediately while offering crisis management services and media outreach should the incident prove damaging.

Media planning agencies can also assist with commercial placement, helping identify the right ad partners and ad placement within distributed content. This helps maximize both awareness and ROI — while ensuring that advertisers reflect the values of the businesses they’re partnered with.

The takeaway

At BIGEYE, we understand that a brand’s reputation needs to be zealously protected. If you’d like to hear more about the impact media planning services can have on your business, please reach out to us today.

Why Replacing the Last Click Model is Imperative for All Brands

When it comes to updating software we tend to delay changing out the systems we already use, which is why making a partnership with an attribution modeling company is crucial.

The last click attribution model isn’t just antiquated in today’s advertising and marketing world — it’s been outmoded for years. In order to remain competitive, brands that have not kept pace should consider partnering with an advanced attribution modeling company.
Let’s take a closer look at why the last click model is lacking, and how businesses can develop newer and more effective approaches.

Turning the page on last click

Conversions, generally, come after a series of touch points between the consumer and the individual elements within the marketing funnel. Given this multitude of touch points (and lacking access to each consumer’s thinking process), assigning credit for conversions has historically been a challenging task.

The last click model offers a simple — but highly inadequate — solution to this problem: The last click or ad event gets all the credit. Of course, in many cases the last click or ad event may have been entirely irrelevant. In fact, it may have even been a net negative in the conversion process, giving the consumer a moment of doubt before converting. Nevertheless, under this model, it earns full credit to the exclusion of all other touch points.

Despite these profound limitations, last click remains widely used. According to data from eMarketer, 87% of companies with more than 100 workers and at least one digital advertising channel will use attribution modeling. Yet only 58.3% of these companies will use multichannel modeling, which assigns credit to multiple touch points.

So why are so many organizations sticking with a process that provides such limited visibility into the efficacy of a campaign? There are a few reasons. First, implementing new, more sophisticated models is a challenge, while last click is simple. Organizational inertia — and the fear of integrating more complicated approaches — helps keep last click in play.

Observers also point out that data is often siloed, and marketers aren’t incentivized to share information across an organization. Additionally, many in the C-suite haven’t taken steps to push marketers away from last click modeling, either due to a lack of understanding or by simply viewing it as a low priority.

A better solution

As eMarketer points out, there has long been skepticism among C-suite executives about certain aspects of digital marketing. Namely, concern about marketers using vanity metrics that make them look good and a lack of a clear link to concrete outcomes.

Dumping last click in favor of a more sophisticated modeling approach can play an instrumental part in diminishing such concerns. With a more fine-tuned modeling methodology linked to core outcomes, brands can gain much deeper visibility into the efficacy of their efforts, determining causality rather than correlation.

By working with a top digital marketing agency or attribution modeling company, businesses can implement alternative approaches. Some of the most common of these include:

  • Linear models (which assign credit equally)
  • Time decay models (where more credit is given closer to the conversion)
  • Position-based models (where the first and last touch points earn the largest credit)
  • Data-driven models (which harness machine learning technology to assign credit and can learn over time).

The takeaway 

At BIGEYE, we’re committed to providing our clients with sophisticated attribution models that provide greater clarity into the buying process and campaign performance.

If you would like to hear more about what an attribution modeling company can do for you, please don’t hesitate to reach out to us today.