On April 26, 2021 Apple released an update to the recent iOS 14 software, iOS 14.5, which put an emphasis on user privacy through their App Tracking Transparency feature. Companies running Paid Social Ad campaigns on Facebook saw an impact on performance as users were opted-out by default. Instead, they now have the option to… Continue reading The Impact of Apple iOS 14.5 on Facebook Ad Campaigns
Author: Silverback Strategies
How to Build a Creative Team for High-Performance Paid Media Campaigns
Paid media advertisement performance will rely heavily on testing creative, but these tests take time. This is why marketing leaders need to learn how to build a creative team for high-performance campaigns. According to a 2017 Nielsen study, creative elements accounted for 47% of ad performance—the largest contributor. This means creative elements may be the… Continue reading How to Build a Creative Team for High-Performance Paid Media Campaigns
Research on High School Students Finds Digital Experiences Drive Enrollments
Increasing enrollments is a major indicator of performance for colleges and universities. This starts by generating more qualified applicants. But higher education marketers were faced with major disadvantages during the pandemic. For example, recent research on high school students has found that in-person campus visits did not play a significant role in selecting a college… Continue reading Research on High School Students Finds Digital Experiences Drive Enrollments
LinkedIn Digital Marketing: How to Scale Up to A Full Funnel Strategy
Sales organizations that thrive on a steady flow of inbound leads have an opportunity to leverage paid social for lead generation. LinkedIn digital marketing may be a viable option for some. Other companies may not fare so well. But if there’s a good fit, scaling up to a full-funnel digital marketing strategy on LinkedIn could… Continue reading LinkedIn Digital Marketing: How to Scale Up to A Full Funnel Strategy
Google FLoC: Lessons Learned From the Privacy Sandbox Proposal
Google FLoC, or the “Federated Learning of Cohorts,” was a proposal for a new model to track users and target ads without using third-party cookies. Yet it failed to gain support from consumers, platforms, and governments. Now, Google has delayed plans to block third-party cookies until 2023. This article explains what companies running campaigns on… Continue reading Google FLoC: Lessons Learned From the Privacy Sandbox Proposal
What is First-Party Data? How Can Marketers Use It?
In the wake of data privacy laws and device settings, marketers are learning the importance of first-party data. It can be incredibly valuable when used properly, but many marketers do not have a cohesive strategy for collecting, organizing, and activating such a useful resource. What is first-party data? How do you use it? Let’s dive… Continue reading What is First-Party Data? How Can Marketers Use It?
Value Exchange in Marketing: Give People a Good Reason to Share Their Data with You
People now realize third parties are collecting, brokering, and using their personal data without consent. With this revelation, the digital marketing space is facing a reckoning. How can marketers and advertisers still get the data they need to reach the people who might purchase their goods and services without needing to use the practices considered… Continue reading Value Exchange in Marketing: Give People a Good Reason to Share Their Data with You
How to Advertise Your Cleaning Business: Research on the Customer Journey
Whether your customers are working parents, busy professionals, or homeowners looking for a deep spring clean, they want to hire a trustworthy cleaning business. It’s hard to find new clients in such a crowded space. Learn how to advertise your cleaning business by using the buyer’s journey as a map. In August, 2020, Silverback Strategies… Continue reading How to Advertise Your Cleaning Business: Research on the Customer Journey
Understanding Pest Marketing: How Homeowners Shop for Bug and Pest Services
Bugs and pests are the most unwelcome of house guests, so when they appear, homeowners want them gone — fast. Whether a customer contacts you for emergency service or is looking for regular pest maintenance, understanding how their buying journey led them to your door can help you stand out among your competitors. To support… Continue reading Understanding Pest Marketing: How Homeowners Shop for Bug and Pest Services
HVAC and Plumbing Marketing: The Five Stages of the Buyer’s Journey
Thanks to flooded basements and clogged toilets, customers often call the HVAC and plumbing industry in an emergency. When buyers are frantically searching for help, standing out from competitors is a must – but knowing why customers go with one company over another isn’t always easy. This is why solid understanding of the buyer journey… Continue reading HVAC and Plumbing Marketing: The Five Stages of the Buyer’s Journey