How do I use Digital Advertising for Recruitment?

“Why is it so hard to find employees to come work for my company?”  “We’ve had these positions open for months.”  “We can’t find the right people to fill this position.”   “What do we do?”

Sound familiar?  So many companies, large and small, are having difficulty filling positions.  These positions range from general customer service roles, to food servers at restaurants, and then specifically the higher up positions that require experience, certain certifications, etc.

Why is it so challenging?

According to the U.S. Chamber of Commerce, the latest data shows that there are 8.5 million job openings in the U.S. but only 6.5 million unemployed workers.  Also, in 2022, the U.S. Chamber surveyed unemployed workers and found some insight as to what’s keeping people from returning to work:

Two-thirds (66%) of Americans who lost their full-time job during the pandemic say they are only somewhat active or not very active at all in searching for a new job.
About half (49%) are not willing to take jobs that do not offer the opportunity for remote work.
More than a quarter (26%) say it will never again be essential for them to return to work.
Nearly one in five have altered their livelihood, 17% have retired, 19% have transitioned to homemaker, and 14% are now working part-time.
Almost a quarter (24%) say government aid packages during the pandemic have incentivized them to not actively look for work.
Younger respondents, aged 25-34, are prioritizing personal growth over searching for a job right now; 36% say they’re more focused on acquiring new skills, education, or training before re-entering the job market.

Now, more than ever, it seems like recruitment for companies in most industries is at a standstill.  There are challenges when it comes to finding the right candidates.

This is where Digital Recruitment Advertising can come in and help alleviate the weight that sits on the shoulders of business owners, HR Directors, and even Recruiting Agencies.

Before we dive into how to best use digital, here are a few tips on recruitment:

51% of talent professionals recruit throughout the calendar year for positions that may open up later on
51% of job seekers are more attracted to an organization that had posted job listings with visual elements (images & videos) than to others that didn’t.
Mobile-friendly job applications receive 11% more submissions
Job ads that include a salary range got 75% more engagement than the job ads that don’t
89% of job seekers agree that an employer’s webpage is important for finding key information.
(sources: https://www.smallbizgenius.net/by-the-numbers/recruitment-statistics/#gref; https://www.adaface.com/blog/recruitment-statistics/#job-ad)

The candidate application rate goes up by 34% when a job post includes a video
83% of candidates say it would greatly improve the experience if the business provides a clear view of the hiring process.
The median employee tenure in the US is 2 years and ages 25 to 34 average is 2.8 years
Employees are 3x more trusted than employers
75% of professionals are passive job seekers.
Sources: https://blog.aspiration.marketing/recruitment-marketing-statistics; https://www.smallbizgenius.net/by-the-numbers/recruitment-statistics/#gref

Since these people are hard to reach, may be passively job seeking, and are looking for some kind of image/video in the job that they look for, using digital advertising for your recruitment purposes is a win-win.  When you’re looking at Recruitment Marketing, it’s important to understand the Marketing Funnel, as it relates to recruitment:

When we analyze the recruitment campaigns that we’ve run over the last few years, there are a few products that are utilized more often than others to help with the Awareness and Interest mentioned above: Social Mirror, Display, Mobile Conquesting and Facebook/Instagram.   While these aren’t the only products we see being used, these are the most common that we’re seeing.

Each Product can be used for different purposes as well, depending on your goal.

Facebook/Instagram and Social Mirror can be used for goals like filling part-time jobs, reaching college students, people with general skills, entry level positions, text heavy ad creative and if you’re tracking conversions, these are two great products to use.

If you are in need of highly specific skill sets, advanced degrees, and tracking conversions, then you may want to use Social Mirror and/or Display Ads as the behavioral targeting categories available are very specific to the job you have.

If you are trying to reach the blue color audience, moms, entry level positions, maybe targeting a competitor’s employees, and if conversion tracking isn’t that important, Mobile Conquesting may be your best choice.

The beauty of using Digital Advertising is the ability to be really specific when it comes to who you want to see your ads.  When recruiting for specific roles, it may be more of a select pool of candidates you’re looking for.

For Social Mirror and Display, here are some common behavioral categories used to find potential employees:

Career Changers > Likely
Education>Graduating College
Education > College Graduate Degree
Life Stages – Recent College Graduates
Lifestyle > Unemployed/Looking for a job
Neutral On Looking For Job In US
Actively Looking For Job In US
Job Seekers
US Hispanic Job Seekers
In Market > Recent Graduate, Job Seeker
By Job Titles
Job Search & Career Opportunities
Mid-Career Switchers
Employment Status – Unemployed
Administrative Jobs
Arts & Entertainment Jobs
Business
Business Decision Makers
Business Professionals
Careers & Employment
C-Level Executives
Communications Jobs
Construction Jobs
Continuing Education
Customer Service Jobs
Education Jobs
Education Professionals
Employed Part Time
Employment Search
Engineering Jobs
Entry Level positions
Executive Positions
Expect to Change Jobs
Finance Jobs
Finance Professionals
Government
Health Care Jobs
Home Service Jobs
HR and Recruitment
Human Resources
Insurance
IT Professionals
Jobs
Level of Education – Advanced Degree
College Degree
High School Degree
Some College
New Hires or Recruitment Services
Recruitment
Small Business Professionals
Young Professionals

You can even target by industry that people are working in:

Industry > Accounting
Industry > Agriculture > Animals & Livestock
Industry > Agriculture > Crops
Industry > Agriculture > Fishing
Industry > Architecture & Design
Industry > Automotive
Industry > Banking
Industry > Banking & Finance
Industry > Banks & Credit Unions
Industry > Business Services > Accounting
Industry > Business Services > Commercial Printing
Industry > Business Services > Graphic Design
Industry > Business Services > HR & Recruiting
Industry > Construction > Architecture
Industry > Construction > Contractors
Industry > Construction > Residential Building
Industry > Consumer Services > Hair Salons
Industry > Consumer Services > Veterinary
Industry > Cultural > Performance Arts
Industry > Education > Colleges & Universities
Industry > Education > K-12 Schools
Industry > Energy, Utilities & Waste
Industry > Finance
Industry > Forestry
Industry > Government Industry
Industry > Hospitality/Hotels
Industry > Hospitals & Clinics
Industry > Investment Banking
Industry > Manufacturing > Boats & Marine
Industry > Manufacturing > Building Materials
Industry > Manufacturing > Textiles & Apparel
Industry > Museums & Art Galleries
Industry > Non-Profit
Industry > Real Estate > Residential
Industry > Retail – Grocery
Industry > Sports
Industry > Staffing & Recruiting
Industry > Transportation & Travel

For Mobile Conquesting, here are some commonly used behavioral categories:

Employment Agencies & Opportunities Visitors
Career & Vocational Counseling Visitors
Dance School Students
Education Center Students
Industrial Technical & Trade School Students
Junior & Community College Students
Barber Schools
Language School Students
Medical Assistant Students
Medical School Students
Nursing School Students
Real Estate Students
Tennis School Students
Tutoring Center Students
Culinary School Students
College & University Students
Business & Vocational School Students
Beauty School Students

And, for Meta (Facebook/Instagram), here are some commonly used behavioral categories:

College grad
Unemployed Looking for work
Application for employment
Career
Career development
Employment
Employment agency
Employment website
Entry-level job
Job hunting
Job interview
Recruitment
Accounting
Advertising
Advertising agency
Affiliate marketing
Agriculture
Air conditioning
Apprenticeship
Architecture
Automobile repair shop
Automotive industry
Biotechnology
Bookkeeping
Business administration
Business development
Call center
Car dealership
Car finance
Coaching
Computer engineering
Computer programming
Computer science
Computer security
Construction
Consumer electronics
Customer relationship
Customer service
Data security
Day trading
Digital marketing
Dog training
Economics
Education
Electrical engineering
Electronics
Email marketing
Facility management
Foodservice
Franchising
Freelancer
Fundraising
Graphic design
Grocery store
Higher education
Home business
Human resource management
Information security
Information technology
Interior design
Internship
Job
Job fair
Journalism
Landscaping
Law
Logistics
Management
Manufacturing
Marketing
Mechanical engineering
Medicine
Metalworking
Nonprofit organization
Part-time
Performing arts
Personal development
Personal finance
Photography
Product management
Professional Development
Project management
Public relations
Public transport
Quality assurance
Recruitment
Sales
Sales management
Security (finance)
Self-employment
Semi-trailer truck
Shift work
Software engineering
Stock market
Supply chain management
Systems engineering
Technology
Telemarketing
Temporary work
Training
Trucks
Urban planning
Veterinary medicine
Vocational education
Volunteering
Warehouse
Web design

There are several ways to target your ads, including behavioral targeting mentioned above.  But, I think more importantly, or just as important is the messaging/creative.    Below, we’ll take a look at some different samples of creative that we’ve seen have a lot of success.

This piece of creative has a few key ingredients:

People – people love people and using actual employees in your creative can go a long way
Pay – people pay attention to the pay scale and look for that as an initial interest point
“No Experience Necessary” – this limits hesitation for applying

Key Ingredients:

Uses a Story Ad to convey more information
Clear call-to-action button “Apply Today”
Benefits of working for the company

Key Ingredients:

Video – when you have video available, use it! Video typically sees higher clicks
Social Mirror allows you to take advantage of multiple pieces of creative at the same time, leveraging multiple messages to the same audience

Key Ingredients:

Mobile Conquesting creative using .gifs – this client didn’t have video, but utilized the next best thing
Social Mirror creative using multiple images to create a carousel looking ad to highlight multiple positions available

Key Ingedients:

Mobile Conquesting using a .GIF ad and also using people in their creative

Key Ingredients:

Using Facebok/Instagram, but also using Social Mirror – taking their social content and expanding the reach beyond Facebook/Instagram.
Showing people having fun at work

As you can see, there are a lot of ingredients that can make up great creative that converts.  But, in order to have the best chance of getting those applications submitted, we also have to look at the bottom of the Recruitment Marketing Funnel.

That being said, we want to share some tips that can help increase the amount of applications that you receive.

Here are a few more tips for Landing Pages that WORK for Recruitment campaigns:

Consider what info a job seeker wants to see and hear.
Give the “elevator pitch” on your company (company history, what makes you special – how you are different from competitors, company philosophy, values, etc.).
Show pictures or videos of your staff in work situations, outside-of-work get togethers, what your environment looks like in “real life”.
What are the great things about working for your company?
What attributes you’re looking for in new team members?
Testimonials from existing staff.
Does your page “inspire” people to want to work there?
List a thorough job description of the open position(s).
Explain what your hiring process is like.
Optimized for mobile devices.
A simple contact us form.

In a time when people are passively looking for jobs, or are being so much more specific in regards to what’s important to them, your messaging should make them excited to work for you.   Highlighting benefits and pay, using people, and having video share your message are just a few key ingredients that can help move the needle.   But remember, you also want to make sure that your website/landing page is ready for the traffic that’s on its way.

Happy Recruiting!

The post How do I use Digital Advertising for Recruitment? appeared first on Vici Media Inc..

How Can You Use TikTok for Advertising?

It’s the sound we interpret a clock to make. It’s also a lyric that is used in a lot of songs, especially country songs. It’s also a social media platform that has taken several countries by storm, and that is TikTok. TikTok is a video sharing app where users can create and share short videos typically featuring tutorials, music, dance, comedy, or other forms of creative expression. TikTok has gained immense popularity worldwide, particularly among younger demographics, and it allows users to interact by liking, commenting, and sharing each other’s videos.

In the ever-evolving landscape of digital marketing, TikTok has emerged as a powerhouse platform that cannot be ignored. Initially gaining popularity as a hub for creative and entertaining short-form videos, TikTok has rapidly transformed into a robust advertising platform, offering unique opportunities for brands to engage with a global audience in innovative ways. What sets TikTok apart from other social media platforms is its unique format, focusing on short-form video content that encourages creativity and authenticity.

TikTok offers advanced targeting options based on demographics, interests, and behavior, allowing brands to tailor their content to specific audience segments. This precision targeting helps maximize the effectiveness of marketing campaigns.

When it comes to the type of ads that you can run on TikTok, it is video ads and carousel ads (only in a display format). When users are viewing content and interacting with TikTok, they are watching short bits of information and then moving onto the next thing. For TikTok ads, it is best to have videos that fall in the :05-:15 time frame. Users are swiping up quickly to get to the next video, so you want to be able to capture their attention quickly. As with any kind of advertising, you could be reaching the exact perfect audience, but if your ad isn’t good, it’s not going to resonate. Here are some things to keep in mind when creating video ads for TikTok:

Caption formatting is crucial, especially on platforms like TikTok where presentation impacts credibility. (We can add captions if we are creating the ad manually – if we are pulling from an organic post, the business has to have already added captions.)
Captions should be formatted in easily readable blocks.
Inconsistencies or odd formatting can lead to a loss of trust among viewers.
Studies show that user engagement drops by 33% with poorly formatted captions. Properly formatted captions are not just about readability; they play a vital role in maintaining the professional integrity of your video content.
Adding movement to video clips is key to retaining viewer attention.
Implementing movement techniques in video editing ensures a more engaging and visually appealing ad experience.
Ensuring text and visuals are within safe zones is critical.
Important elements getting cropped can lead to loss of crucial information or miscommunication.
Ads respecting safe zones show a 30% higher comprehension and recall rate among viewers.

For carousel ads, TikTok says that carousel posts get 3x more comments, 2x more likes and 2.6x more shares on average than video posts. However, unlike Facebook, you can only have one click through URL and the text must be the same for all slides with 100 characters being the max. You also can not use emojis or hashtags in the creative. Some form of audio is also required on carousel ads, which we can add if requested, or you can supply a voice over.

For how to reach that target audience, TikTok allows for Category Targeting which is showing your ads to TikTok users based on information they have provided about themselves and their viewing and posting habits. Since TikTok is gathering information about its users, that is considered first party data and that data includes information about the person such as age, gender, and household income, but it also looks at interests, purchase intentions, video interactions (actions that show users’ engagement with organic video content such as video completion, like, comment, and share) and creator interactions (targeting users that follow specific types of creators or users who have viewed the profile pages of specific creators). Some examples of the targeting categories that are available are:

Demographics:

Gender: All, Male, Female
Age: All, 13-17, 18-24, 25-34, 35-44, 45-54, 55+
Languages
Spending Power All or High spending power
Household Income: Top 5% of Zip codes,
Top 10% of zip codes, Top 10%-25% of zip codes,
Top 25%-50% of zip codes

Interests:

Home Improvement
Travel
Food & Beverage
Financial Services
Pets

Purchase Intentions:

Life Services
Sports & Outdoors
E-Commerce (Non-app)
News & Entertainment
Apparel & Accessories

Video Interactions:

Sports & Outdoors
Culture & Education & Technology
Talents
Lifestyle
Family & Relationships

Creator Interactions:

Sport
Talent
Family
Society
Home & Garden

There is also another way to target with TikTok and that is through Hashtag Targeting. This is a different concept that, right now, is only available through TikTok. Hashtag Targeting is a type of behavioral targeting where we show your ads to TikTok users who watched or interacted with TikTok videos with certain hashtags. It works by targeting those searching or posting on hashtags, which we can use for targeting for adults 18+. Hashtag targeting can be very broad or very select depending on the campaign goals. Ideally it should be a mix of popular and trending hashtags along with more niche hashtags related to your business type. Keep in mind that not all hashtags will be available to target because it’s up to TikTok’s discretion, or there may not be enough users on a hashtag.

The final targeting strategy for TikTok is Retargeting. This is where we follow people after they leave your website and show them your ad when they go onto TikTok. For example, if a potential customer goes to your website and leaves, our ad tracking technology tries to collect information about them and then follow them and show them ads for your business when they are on TikTok. It creates that top of mind awareness for the potential customer that was interested in your website at one point. Since 98% of website traffic doesn’t take action on their first visit, Retargeting allows for that frequency to act as a tap on the shoulder to remind the customer to come back and take that next step.

TikTok represents a dynamic and rapidly growing platform that offers unparalleled opportunities for businesses to connect with consumers in a creative and authentic manner. By embracing TikTok as part of their marketing strategy, brands can tap into its vast reach, engage with a highly active user base, and drive meaningful results. As the digital landscape continues to evolve, staying adaptable and leveraging emerging platforms like TikTok will be essential for businesses aiming to stay relevant and resonate with the next generation of consumers.

The post How Can You Use TikTok for Advertising? appeared first on Vici Media Inc..

How do I use Digital Advertising for Recruitment?

“Why is it so hard to find employees to come work for my company?”  “We’ve had these positions open for months.”  “We can’t find the right people to fill this position.”   “What do we do?”

Sound familiar?  So many companies, large and small, are having difficulty filling positions.  These positions range from general customer service roles, to food servers at restaurants, and then specifically the higher up positions that require experience, certain certifications, etc.

Why is it so challenging?

According to the U.S. Chamber of Commerce, the latest data shows that there are 8.5 million job openings in the U.S. but only 6.5 million unemployed workers.  Also, in 2022, the U.S. Chamber surveyed unemployed workers and found some insight as to what’s keeping people from returning to work:

Two-thirds (66%) of Americans who lost their full-time job during the pandemic say they are only somewhat active or not very active at all in searching for a new job.
About half (49%) are not willing to take jobs that do not offer the opportunity for remote work.
More than a quarter (26%) say it will never again be essential for them to return to work.
Nearly one in five have altered their livelihood, 17% have retired, 19% have transitioned to homemaker, and 14% are now working part-time.
Almost a quarter (24%) say government aid packages during the pandemic have incentivized them to not actively look for work.
Younger respondents, aged 25-34, are prioritizing personal growth over searching for a job right now; 36% say they’re more focused on acquiring new skills, education, or training before re-entering the job market.

Now, more than ever, it seems like recruitment for companies in most industries is at a standstill.  There are challenges when it comes to finding the right candidates.

This is where Digital Recruitment Advertising can come in and help alleviate the weight that sits on the shoulders of business owners, HR Directors, and even Recruiting Agencies.

Before we dive into how to best use digital, here are a few tips on recruitment:

51% of talent professionals recruit throughout the calendar year for positions that may open up later on
51% of job seekers are more attracted to an organization that had posted job listings with visual elements (images & videos) than to others that didn’t.
Mobile-friendly job applications receive 11% more submissions
Job ads that include a salary range got 75% more engagement than the job ads that don’t
89% of job seekers agree that an employer’s webpage is important for finding key information.
(sources: https://www.smallbizgenius.net/by-the-numbers/recruitment-statistics/#gref; https://www.adaface.com/blog/recruitment-statistics/#job-ad)

The candidate application rate goes up by 34% when a job post includes a video
83% of candidates say it would greatly improve the experience if the business provides a clear view of the hiring process.
The median employee tenure in the US is 2 years and ages 25 to 34 average is 2.8 years
Employees are 3x more trusted than employers
75% of professionals are passive job seekers.
Sources: https://blog.aspiration.marketing/recruitment-marketing-statistics; https://www.smallbizgenius.net/by-the-numbers/recruitment-statistics/#gref

Since these people are hard to reach, may be passively job seeking, and are looking for some kind of image/video in the job that they look for, using digital advertising for your recruitment purposes is a win-win.  When you’re looking at Recruitment Marketing, it’s important to understand the Marketing Funnel, as it relates to recruitment:

When we analyze the recruitment campaigns that we’ve run over the last few years, there are a few products that are utilized more often than others to help with the Awareness and Interest mentioned above: Social Mirror, Display, Mobile Conquesting and Facebook/Instagram.   While these aren’t the only products we see being used, these are the most common that we’re seeing.

Each Product can be used for different purposes as well, depending on your goal.

Facebook/Instagram and Social Mirror can be used for goals like filling part-time jobs, reaching college students, people with general skills, entry level positions, text heavy ad creative and if you’re tracking conversions, these are two great products to use.

If you are in need of highly specific skill sets, advanced degrees, and tracking conversions, then you may want to use Social Mirror and/or Display Ads as the behavioral targeting categories available are very specific to the job you have.

If you are trying to reach the blue color audience, moms, entry level positions, maybe targeting a competitor’s employees, and if conversion tracking isn’t that important, Mobile Conquesting may be your best choice.

The beauty of using Digital Advertising is the ability to be really specific when it comes to who you want to see your ads.  When recruiting for specific roles, it may be more of a select pool of candidates you’re looking for.

For Social Mirror and Display, here are some common behavioral categories used to find potential employees:

Career Changers > Likely
Education>Graduating College
Education > College Graduate Degree
Life Stages – Recent College Graduates
Lifestyle > Unemployed/Looking for a job
Neutral On Looking For Job In US
Actively Looking For Job In US
Job Seekers
US Hispanic Job Seekers
In Market > Recent Graduate, Job Seeker
By Job Titles
Job Search & Career Opportunities
Mid-Career Switchers
Employment Status – Unemployed
Administrative Jobs
Arts & Entertainment Jobs
Business
Business Decision Makers
Business Professionals
Careers & Employment
C-Level Executives
Communications Jobs
Construction Jobs
Continuing Education
Customer Service Jobs
Education Jobs
Education Professionals
Employed Part Time
Employment Search
Engineering Jobs
Entry Level positions
Executive Positions
Expect to Change Jobs
Finance Jobs
Finance Professionals
Government
Health Care Jobs
Home Service Jobs
HR and Recruitment
Human Resources
Insurance
IT Professionals
Jobs
Level of Education – Advanced Degree
College Degree
High School Degree
Some College
New Hires or Recruitment Services
Recruitment
Small Business Professionals
Young Professionals

You can even target by industry that people are working in:

Industry > Accounting
Industry > Agriculture > Animals & Livestock
Industry > Agriculture > Crops
Industry > Agriculture > Fishing
Industry > Architecture & Design
Industry > Automotive
Industry > Banking
Industry > Banking & Finance
Industry > Banks & Credit Unions
Industry > Business Services > Accounting
Industry > Business Services > Commercial Printing
Industry > Business Services > Graphic Design
Industry > Business Services > HR & Recruiting
Industry > Construction > Architecture
Industry > Construction > Contractors
Industry > Construction > Residential Building
Industry > Consumer Services > Hair Salons
Industry > Consumer Services > Veterinary
Industry > Cultural > Performance Arts
Industry > Education > Colleges & Universities
Industry > Education > K-12 Schools
Industry > Energy, Utilities & Waste
Industry > Finance
Industry > Forestry
Industry > Government Industry
Industry > Hospitality/Hotels
Industry > Hospitals & Clinics
Industry > Investment Banking
Industry > Manufacturing > Boats & Marine
Industry > Manufacturing > Building Materials
Industry > Manufacturing > Textiles & Apparel
Industry > Museums & Art Galleries
Industry > Non-Profit
Industry > Real Estate > Residential
Industry > Retail – Grocery
Industry > Sports
Industry > Staffing & Recruiting
Industry > Transportation & Travel

For Mobile Conquesting, here are some commonly used behavioral categories:

Employment Agencies & Opportunities Visitors
Career & Vocational Counseling Visitors
Dance School Students
Education Center Students
Industrial Technical & Trade School Students
Junior & Community College Students
Barber Schools
Language School Students
Medical Assistant Students
Medical School Students
Nursing School Students
Real Estate Students
Tennis School Students
Tutoring Center Students
Culinary School Students
College & University Students
Business & Vocational School Students
Beauty School Students

And, for Meta (Facebook/Instagram), here are some commonly used behavioral categories:

College grad
Unemployed Looking for work
Application for employment
Career
Career development
Employment
Employment agency
Employment website
Entry-level job
Job hunting
Job interview
Recruitment
Accounting
Advertising
Advertising agency
Affiliate marketing
Agriculture
Air conditioning
Apprenticeship
Architecture
Automobile repair shop
Automotive industry
Biotechnology
Bookkeeping
Business administration
Business development
Call center
Car dealership
Car finance
Coaching
Computer engineering
Computer programming
Computer science
Computer security
Construction
Consumer electronics
Customer relationship
Customer service
Data security
Day trading
Digital marketing
Dog training
Economics
Education
Electrical engineering
Electronics
Email marketing
Facility management
Foodservice
Franchising
Freelancer
Fundraising
Graphic design
Grocery store
Higher education
Home business
Human resource management
Information security
Information technology
Interior design
Internship
Job
Job fair
Journalism
Landscaping
Law
Logistics
Management
Manufacturing
Marketing
Mechanical engineering
Medicine
Metalworking
Nonprofit organization
Part-time
Performing arts
Personal development
Personal finance
Photography
Product management
Professional Development
Project management
Public relations
Public transport
Quality assurance
Recruitment
Sales
Sales management
Security (finance)
Self-employment
Semi-trailer truck
Shift work
Software engineering
Stock market
Supply chain management
Systems engineering
Technology
Telemarketing
Temporary work
Training
Trucks
Urban planning
Veterinary medicine
Vocational education
Volunteering
Warehouse
Web design

There are several ways to target your ads, including behavioral targeting mentioned above.  But, I think more importantly, or just as important is the messaging/creative.    Below, we’ll take a look at some different samples of creative that we’ve seen have a lot of success.

This piece of creative has a few key ingredients:

People – people love people and using actual employees in your creative can go a long way
Pay – people pay attention to the pay scale and look for that as an initial interest point
“No Experience Necessary” – this limits hesitation for applying

Key Ingredients:

Uses a Story Ad to convey more information
Clear call-to-action button “Apply Today”
Benefits of working for the company

Key Ingredients:

Video – when you have video available, use it! Video typically sees higher clicks
Social Mirror allows you to take advantage of multiple pieces of creative at the same time, leveraging multiple messages to the same audience

Key Ingredients:

Mobile Conquesting creative using .gifs – this client didn’t have video, but utilized the next best thing
Social Mirror creative using multiple images to create a carousel looking ad to highlight multiple positions available

Key Ingedients:

Mobile Conquesting using a .GIF ad and also using people in their creative

Key Ingredients:

Using Facebok/Instagram, but also using Social Mirror – taking their social content and expanding the reach beyond Facebook/Instagram.
Showing people having fun at work

As you can see, there are a lot of ingredients that can make up great creative that converts.  But, in order to have the best chance of getting those applications submitted, we also have to look at the bottom of the Recruitment Marketing Funnel.

That being said, we want to share some tips that can help increase the amount of applications that you receive.

Here are a few more tips for Landing Pages that WORK for Recruitment campaigns:

Consider what info a job seeker wants to see and hear.
Give the “elevator pitch” on your company (company history, what makes you special – how you are different from competitors, company philosophy, values, etc.).
Show pictures or videos of your staff in work situations, outside-of-work get togethers, what your environment looks like in “real life”.
What are the great things about working for your company?
What attributes you’re looking for in new team members?
Testimonials from existing staff.
Does your page “inspire” people to want to work there?
List a thorough job description of the open position(s).
Explain what your hiring process is like.
Optimized for mobile devices.
A simple contact us form.

In a time when people are passively looking for jobs, or are being so much more specific in regards to what’s important to them, your messaging should make them excited to work for you.   Highlighting benefits and pay, using people, and having video share your message are just a few key ingredients that can help move the needle.   But remember, you also want to make sure that your website/landing page is ready for the traffic that’s on its way.

Happy Recruiting!

The post How do I use Digital Advertising for Recruitment? appeared first on Vici Media Inc..

Why Monthly Reports Are Your Campaign’s Best Friend

Are you flying blind with your digital campaigns? No you are not! The magic lies within the monthly review! Let’s unravel the ultimate question of, “Is it working?” Well first before we determine that, we need to know what are we measuring to determine success and make that the focus of a campaign reporting review. Let’s break down some highlights of digital reporting.

Impressions: The Silent Spectators

Impressions, oh impressions! They’re like silent spectators at a mime show – they see it all but rarely make a peep. Yet, their sheer presence hints at the grandeur of your digital spectacle. But important to point out impressions are targeted to your specific audience you have selected, so rest assured, they are getting noticed. Another metric to look for on impressions and how many were served, is looking at where the impressions went to by tactic and how is the performance by those.  In the example below, impressions are being served to Behavioral Targeting, Keyword Targeting and Retargeting. It is not uncommon that Retargeting would have a high CTR(click thru rate) like you see below. All strategies in this example are performing well from a CTR standpoint and well above the national CTR average of .07%, however, one behavioral line item is a little lower than the others, so this may be something to think about for increasing performance. Things that could be revised are the creative for this behavioral line item or the target categories, and should more categories be added or removed.

Click-Through Rate (CTR): The Trailblazers

Ah, the CTR, the brave souls who dare to defy the odds and embark on the perilous journey from “scrolling oblivion” to “clicking glory.” They’re the trailblazers of the digital frontier, leading the charge towards engagement! A benchmark to measure is making sure the CTR is well above the national average of .07%. NOTE: Some products will not have any clicks or a high CTR like OTT or Online Audio, because it is streaming and clicks would be very low. Things to take away from clicks are making sure clicks remain consistent week over week or month over month. When we start to see click decline, this is usually an indication that creative may need to be updated to keep the messaging fresh and new.

Conversions: The Holy Grail

In the realm of digital marketing, conversions are like a leprechaun’s pot of gold, they beckon from the end of the rainbow, promising untold riches (or at least a decent ROI). To break it down in a simple explanation, conversions are what consumers do AFTER clicking on an ad or after being served an ad. This is where the true engagement measure comes from. What are good conversions?

Making a purchase or “add to cart” on your website
Clicking to a certain page of your website that you want to track (products/services page, info page, etc.)
Downloading info or discount offer from your website
Filling out a “contact us” form
Registering for a newsletter or offer
Watching a video
Creating an account
Clicking on a specific button on a page
Clicks on the Live Chat box to initiate a chat
Clicking on the menu/header pages on your website
Tracking on-site visits to your location

How Many Of Those People Who Clicked Will Convert Into Leads Or Sales?

To figure this out you need to know what the advertisers’ typical website conversion rate is.  In other words, of the people that typically come to their website how many of them convert (do what you want them to do)?  Take that percentage x the clicks.

For example:

If you are running 300,000 impressions, you should expect at least 210 people will click on the ad and come to your website (using the national average click through rate of .07%).  If you typically convert 5% of people from your website, that would be 210 x 5% which means 10 conversions should be expected.

How Do I Know What My Lead Conversion Rate Is?

This depends on what you consider a conversion.  If it is buying something on your website then you would take your total website traffic divided by completed sales to get your conversion rate.  If a conversion is someone filling out a contact us form, then you would take your total website traffic divided by the number of people who complete the form to get your conversion rate.

What’s A Good Lead Conversion Rate?

The average website landing page Lead Conversion Rate is 2.35%. Conversions are one of the top ways to determine campaign effectiveness if conversions are able to be measured. In addition to data your client provides like increased calls, foot traffic and sales.

View-Throughs: The Sneaky Spectators

View-Throughs are the sneaky spectators lurking in the shadows of digital campaigns. They may not click, but oh, do they watch or come back later when ready! Like ninjas in the night, they silently influence, waiting to strike when least expected.

View-Throughs essentially mean that a consumer was served an ad but doesn’t click on it, but it made such an impact that they came to a client’s website on their own, when they were ready. And many times, they also perform some type of conversion as well.  Talk about the power of advertising.

Other metrics to review on reporting depending on the product and client are:

Creative Performance– If running more than one set of creative you can compare which one is yielding more clicks. Also, what is the view rate of any videos that are running?

Device Performance – If running on multiple devices like mobile, tablet and desktop, etc. what is the impression break out? If there is a large majority of impressions on mobile? If so, it may be time to revisit that user experience on your mobile phone to make sure that it is the desired journey and if improvements can be made to that overall web experience to yield conversions.

Google Analytics – This can be a great way to isolate all web traffic to learn about new user activity during certain advertising windows to see if there was a lift in traffic and overall web engagement.

Google Business- This is a great way to learn ROI during certain advertising windows to see if there was a lift in engagement on their Google Business Listing. Consumers may not visit a website after being served an ad and instead “Google” the business and interact with their Business Listing. The report would identify any lifts in website visits from that Google listing, calls or driving directions if available for that client.

Depending on your clients’ goals and objective, there may be other metrics to review.

Overall Goal Performance: The Moment of Truth

And finally, we arrive at the moment of truth – the grand finale, the pièce de résistance – overall goal performance. It’s where dreams meet reality, aspirations collide with achievements, and we ask ourselves the age-old question: “Is it working?”

There is not a one size fits all for reviewing reporting and campaign success. Understanding the clients’ goals and what to look for and reviewing every aspect of the journey will isolate areas of focus and will assist in uncovering how it is performing. From creative, to strategy, to clicks, conversions, web experience, sales data and more! And reviewing reports EVERY month, yes I said EVERY MONTH with your client is key to ensuring ROI, happy clients and campaign renewals.

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Rockbridge Growth Equity Makes Significant Growth Investment in Vici Media

Investment Marks the Formation of Rockbridge’s New Digital Media Platform

DETROIT, MI, June 5, 2024 – Rockbridge Growth Equity (“Rockbridge” or “the Firm”), a partnership-oriented middle market private equity firm with a differentiated approach to building and growing companies, today announced that it has made a majority investment in Vici Media Inc. (“Vici” or the “Company”), a provider of white label digital marketing and advertising solutions. The investment marks the formation of a new Rockbridge digital media platform, as the Firm looks to make additional investments in the industry. Terms of the transaction were not disclosed.

Vici’s founder and Managing Partner Todd Schumacher, founder and Chief Operating Officer Megan Malone, and founding partner Leslye Schumacher will remain minority equity holders in the Company and will continue to actively lead the business.

“Rockbridge plans to enhance Vici’s strong reputation for product excellence and customer service by continuing to invest behind product innovation and platform expansion,” said Steve Linden, Partner at Rockbridge. “At the same time, Rockbridge sees an exciting opportunity to pursue inorganic growth in an effort to create a scaled and distinctive platform for current and future partners. We look forward to partnering with the entire Vici team as we work together to expand the Company.”

Vici partners with traditional local media companies and independent agencies nationwide, enabling them to provide a broad suite of digital marketing products and services to their small and mid-sized local business customers. Founded in 2014, Vici offers white-labeled solutions including sales training, digital media planning, online ad buying, reporting, and campaign optimization through a multi-platform approach.

“Since founding Vici a decade ago, we’re proud to have built a company that has helped hundreds of media and agency partners offer digital advertising services that benefit their local business customers,” said Mr. Schumacher, founder and Managing Partner at Vici. “As we embark upon this next stage in our Company’s growth, we’re confident that Rockbridge will be an excellent partner to enhance our existing business and identify new avenues for expansion.”

Vici was represented by Bailey Glasser, while Rockbridge was represented by Honigman.

About Rockbridge Growth Equity

Founded in 2007, Rockbridge Growth Equity is a middle market private equity firm committed to helping both founder-operated and established companies accelerate growth and build long-term, sustainable value. Rockbridge combines the flexibility of a financial sponsor with the benefits of strategic partnership by leveraging the firm’s relationship with the Rock Family of Companies, which provides access to industry and functional expertise. As of year-end 2023, Rockbridge has regulatory assets under management of over $1.7 billion across its target sectors: e-Commerce and Marketing Services, Financial Services and Fintech, Tech-Enabled Products and Services, and Digital Media. For more information, please visit www.rbequity.com.

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How Can Political Candidates Use Digital for the 2024 Election?

It’s hard to believe that in just six months we will be voting for the 47th president of the United States, along with several other positions. It’s also hard to believe that the political ads have already started. It feels like we just got over them, and I’m already seeing and hearing political ads for everything from local school board elections to county elections. Gone are the days when political campaigns relied solely on traditional methods like billboards, yard signs, and TV ads to reach voters. In today’s world, where almost everyone is constantly connected to the internet, digital advertising has emerged as a formidable tool for political candidates to engage with voters, spread their message, and ultimately win elections.

Now is the time to start talking to political candidates about their campaigning plans for the 2024 election year because political ad spending is projected to be up 30% from 2020, and this projection has digital media getting 28% of the 2024 political season spend, which is nearly triple what candidates were spending on digital in 2020. Breaking it down even further, a large portion of digital budgets are projected to be spent with Over-the-Top (OTT) ads, second to traditional TV. The reach of digital advertising extends far beyond traditional boundaries. Unlike TV ads or billboards, which are limited by geography, digital ads can reach voters wherever they are, whether they’re at home, at work, or on the go. This omnipresence opportunity ensures that candidates can maintain a constant presence in voters’ lives, keeping their message top of mind throughout the campaign.

Another leg up that OTT has over regular TV ads is that the targeting options allow you to really drill down and target the ideal voter, like serving OTT ads to certain political categories through Behavioral Targeting like Political Donor: Democrat, Democratic Party Affiliation, Democrat, Democrat Voters, Super Democrats, Very Liberal/Hard Democrat, Somewhat Liberal/Leaning Democrat, Political Donor Propensity > Republican, Republican Party Affiliation, Very Conservative Political Outlook, Somewhat Conservative Political Outlook, Republican, Republican Voters, or Independent Voters, to name a few. You could also use some type of list to target voters. A list could be made up of past voters, an opponent’s voters list, or donor lists. You can even take those lists and create a lookalike audience so that now you are serving ads to people like those on the original list in order to broaden that reach.

I don’t think anyone will argue with me when I say that political candidates love using video. Outside of OTT ads, there are even more ways to use video ads with products like Video Pre-Roll/Mid-Roll Ads, Native Video, Facebook and Instagram, Mobile Conquesting (has limited inventory for video, but you could add on cross-platform targeting for more video impressions), Social Mirror, and Social Mirror OTT. These are all great products to talk about with candidates because they each offer different looks and components, but they are all using video elements. For example, a Social Mirror ad has the ability to run video ads in a carousel format, or in a story format. Both of those are going to resonate with a younger audience because they are quick short videos that that demographic is used to engaging with. Those ads are also going to look different than a Native video ad, for example, where that looks like it is part of the content that the user is reading.

One of the most powerful aspects of digital advertising is its ability to foster engagement and interaction. Platforms like Facebook and Instagram allow candidates to not only broadcast their message, but also to interact directly with voters in real-time whether it’s responding to comments, hosting live Q&A sessions, or soliciting feedback. That being said, the average political campaign spent combined on Facebook and Google in the 2022 election cycle was $21,428 which made up only 10% of the total digital ad spend. Part of the reason that causes them to have such a small piece of the political pie is because there are so many restrictions when it comes to political advertising. Facebook has limited ad placement for political ads to only show them in the Facebook and Instagram Feeds, and Instagram stories. We can no longer place political ads within Marketplace, Facebook Stories, Messenger, or the Facebook Audience Network, so that cuts down on the reach for political candidates within those products. The other problem is that many voters don’t want to see political content on their social media platform. A great alternative to running on Facebook and Instagram is to use Social Mirror ads. They will be able to use the same content they are using on their own Facebook and Instagram pages, but now it will reach voters on thousands of other websites and apps, targeted to the exact audience they want to reach, and there aren’t any restrictions.

Another popular advertising product or technique with political candidates is direct mail. Direct mail has a time and a place, but it also has its challenges. The direct mail pieces are expensive to create, print, and mail, and most of the time they end up in the recycling bin. A good opportunity to supplement that campaign, or replace it all together, and reach those same households but with digital ads instead, is to talk about Mobile Conquesting Address Targeting and Address Retargeting. This is a great way to capture those direct mail budgets because this product and targeting strategy is basically direct mail for the internet, but instead of reaching that household one time, we are reaching them multiple times on their mobile devices, and then continuing to show them that candidate’s ad after they leave that address.

In an increasingly digital world, the power of digital advertising for political candidates cannot be overstated. From its unparalleled reach and engagement potential to its data-driven decision-making capabilities, digital advertising offers campaigns a myriad of advantages that can make the difference between victory and defeat. By embracing digital tools and techniques, candidates can connect with voters, mobilize supporters, and ultimately, win elections in the 2024 election year, and beyond.

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The Power Of User-Generated Video Content

Gone are the days of needing professionally made videos for 100% of your video marketing needs.  User-Generated Video Content is becoming a hot commodity and becoming an absolute game-changer for local businesses looking to make their mark.

Unveiling the Magic of User-Generated Video Content

Picture this: real people, real experiences, and real stories—all captured on camera and shared with the world. That’s the essence of user-generated video content, a powerhouse tactic that’s reshaping the digital marketing landscape one authentic clip at a time. From heartfelt testimonials to behind-the-scenes peeks, this type of content isn’t just about selling—it’s about connecting on a human level and forging genuine bonds with your audience.

Riding the Video Wave

If there’s one thing we know for sure, it’s that video is the undisputed king of content. With viewers gobbling up video content like it’s going out of style, there’s never been a better time to ride the video wave straight to the top. According to the experts, video traffic is set to dominate a whopping 82% of all consumer internet traffic.  In addition, 82% of digital video marketers generated leads through video content. And guess what? User-Generated Video Content is leading the charge, captivating audiences with its raw authenticity and unfiltered charm.

The Power of Authenticity

In a world where filters and photo editing reign supreme, authenticity is the golden ticket to winning over hearts and minds. User-generated video content is the secret sauce that adds that extra sprinkle of authenticity to your marketing efforts. When real people share their real experiences with your brand, it creates a ripple effect of trust and credibility that money can’t buy. It’s like having your own personal cheer squad, rallying behind your brand with unwavering enthusiasm.

Taking Brene Brown’s quote above, as a business owner, our business is really what our customers say our business is.

Building a Tribe, Not Just a Following

The days of one-way communication and passive consumption are behind us. Today’s consumers crave connection and community, and User-Generated Video Content is the bridge that brings them together. By inviting your audience to be active participants in your brand story, you’re not just building a following—you’re building a tribe of loyal fans who live and breathe your brand values.

Harnessing the Power of Social Proof

In the age of social media, peer recommendations are worth their weight in gold. User-Generated Video Content is the ultimate form of social proof, showcasing real people using and loving your products or services. It’s like having an army of brand ambassadors spreading the word far and wide, singing your praises to anyone who will listen. And when potential customers see their peers raving about your brand, it’s game over—they’re hooked.

Think about when Coca-Cola launched their name on a bottle campaign in 2011.  “This seemingly simple idea of replacing iconic logos with personalized names transformed Coca-Cola into a cultural phenomenon.” Every time someone picked up a bottle with their name on it, they shared it everywhere they could, helping create a bigger brand for Coca-Cola.

Putting It into Practice: Tips for Success

Now that you’re armed with the power of User-Generated Video Content, it’s time to put it into action. Here are a few tips to help you hit the ground running:

Encourage Participation: Invite your customers to share their stories and experiences with your brand through video. Offer incentives like discounts or exclusive offers to sweeten the deal and get them excited to participate.
Showcase User-Generated Content: Once you start receiving User-Generated Videos, don’t keep them hidden away. Showcase them proudly on your website, social media channels, and email newsletters for all to see.
Engage with Your Community: Building a thriving community around your brand requires ongoing engagement and interaction. Take the time to respond to comments, acknowledge User-Generated Content, and show your appreciation for your loyal fans.
Measure and Learn: As with any marketing strategy, it’s essential to track your results and learn from your successes and failures. Pay attention to metrics like engagement rates and conversion rates to gauge the effectiveness of your User-Generated Video Content.

User-Generated Video Content isn’t just a trend—it’s a revolution that’s transforming the way businesses connect with their audience. By harnessing the power of authenticity, engagement, and social proof, local businesses can level up their marketing game and leave a lasting impression on their customers. So what are you waiting for? It’s time to unleash the power of User-Generated Video Content and take your brand to new heights.

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How Can You Increase Your Website Conversion Rate?

Digital has a leg up compared to other forms of media because it is more trackable. You can get an idea on what consumers are doing after they see the ad or after they click the ad through what is called a conversion. A conversion is the action someone takes on the advertiser’s website after they have seen the ad or click to a website. Ultimately, it’s the goal that the advertisers want for the visitor to do on their website. Some examples of conversions are:

Making a purchase or clicking “add to cart” on a website
Clicking to a certain page of a website that the advertiser wants to track (products/services page, info page, etc.)
Downloading info or discount offer from a website
Filling out a “contact us” form
Registering for a newsletter or offer
Watching a video
Creating an account
Clicking on a specific button on a page
Clicks on the Live Chat box to initiate a chat
Clicking on the menu/header pages on a website

By tracking conversions, you are able to see more of the customer’s journey and what they are interested in. When tracking conversions, there are several things you want to pay attention to because the consumers actual journey is going to be much different than what the business owner expects that journey to look like.

For example, if I own a dental practice and I want people to come in for a whitening service and I run an ad for $100 off, as a business owner I might expect to see a lot of form fill outs since that is a decent sized cost savings. As a consumer, I might see that ad and it might pique my interest, but I don’t take action that first time I see the ad because I want to get more information about the service. Maybe I want to know how long the procedure takes, or how long the results last, if there are payment plans available, or do I need to be a current patient to get this offer? Maybe a few days after seeing the ad I remember the name of the dental practice and I call the office to get my questions answered. That phone call was initiated because of the ad that I was served, but the digital campaign won’t get credit for that on the monthly reports. This is one reason why adding a business’ Google Business Profile to the monthly reports can help tell a story.   Here’s an example of the report we can add that shows the advertiser’s Google Business Profile analytics:

A zero-click search refers to a search engine result page (SERP) feature in which the search query is answered directly on the search results page itself, without requiring the user to click on any specific search result links to obtain the information they’re looking for. Zero-click searches are designed to provide users with quick and concise answers to their queries and are often displayed at the top of the search results. The information is extracted from websites that the search engine deems as authoritative sources. While this feature can be convenient for users, it can also impact website traffic as users may not need to click through to any specific website if they find the answer they need directly in the search results. Forty nine percent of all Google searches are zero click searches, but through the Google Business Profile report, you are able to see a lift in calls, directions, or maps and compare that to a time when the business wasn’t advertising to when they were.

When looking at getting conversions with a campaign, you want to make sure you are tracking conversions that are easily accessible for a consumer. For example, if getting phone calls is the key performance indicator (KPI) of the campaign, make sure the phone number is listed at the top of the screen on a mobile device. If getting form fills is the main KPI, what kind of form are they asking people to fill out? How many fields are there? Reducing the number of required fields will help create a cleaner form and keeps from overwhelming the user. In a study by QuickSprout, a form with only three fields saw a conversation rate of 25%. That percentage was reduced to 20% with up to five fields and to 15% with more than six fields. Also, if the main KPI is form fills, don’t base the success of the campaign on JUST form fills as the only conversion. The average contact page converts a measly 1% of visitors. This goes back to the business owner wanting the consumer to act in the way that they want them to, not the realty of how the consumer will act.

In addition to tracking form fills, the business should utilize a Live Chat feature. By offering that, it is another way that the consumer can interact with the business. They are able to reach out the way that they want to. Also, consumers are more comfortable giving their information to a live chat agent compared to submitting a form and not being sure where that information ends up. Almost half of consumers say that they prefer to use a live chat feature as their preferred method of giving out their contact information.

The call-to-action button can also play a part in the number of conversions. Optimize the submit button by choosing the best words. QuickSprout also showed that certain words and phrases get more clicks than others. The word ‘Submit’ saw a 3% decrease in clicks. Instead, consider using action words that inform the user of what’s happening or what to expect. For example, phrases such as “Request Information” or “Request Price” or remind the user of what’s happening.

You also want to see if the website is loading in a timely manner. A one-second delay in load speed can reduce your conversions by 7%. According to Google, anything over three seconds and you could lose up to 50% of your traffic.

A quick way to see how fast (or slow) a website is loading is to use this tool: https://pagespeed.web.dev/

This website can help web developers optimize the performance of their websites. It analyzes web pages and provides recommendations to improve various aspects of their performance, such as loading speed, accessibility, and best practices for web development. Some of the key features and functionalities of the PageSpeed Insights tool include:

Performance Score: provides an overall performance score for the webpage based on various performance metrics.
Opportunities: identifies specific opportunities for improvement, such as optimizing images, leveraging browser caching, or reducing server response times.
Diagnostics: highlights potential issues that may affect the webpage’s performance, such as render-blocking resources or unused CSS/JavaScript.

Overall, the PageSpeed Insights tool helps web developers identify areas where their websites can be optimized for better performance, user experience, and search engine rankings.

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What are You Tube Video Action Ads?

Ready, set action! This always makes me think of the game growing up, “Red Light, Green Light!”. You hurry up and go when you hear “Green light” headed to base and run and then hear “red light”, and you pump your brakes, and hope the caller does not see you move. And in the world of fastest growing type of marketing which is  video advertising, that is kind of like what YouTube Action Ads are. They stop you in your tracks.

Let’s set the stage first. Picture this: you’re scrolling through your YouTube feed, searching for a solution to a problem or simply seeking some entertainment. Suddenly, amidst the sea of content, a video ad catches your eye. It’s not just any ad – it’s dynamic, engaging, and prompts you to take action. That, my friends, is the essence of a video action ad.

So, what exactly sets these ads apart from the rest? It’s all about interactivity and engagement. Video action ads on YouTube are designed to encourage viewers to do more than just watch passively. They prompt users to engage with the content in meaningful ways, whether it’s by clicking a link, subscribing to a channel, or even making a purchase or learning more about what they are seeing then and there.

One of the key advantages of video action ads is their ability to drive immediate action. Unlike traditional video ads that might simply raise brand awareness, these ads are engineered to prompt users to take the next step in the customer journey. And with YouTube being the second largest search engine next to Google and the second most popular social channel behind Facebook, it is certainly a place to be!

The way they look is very simple really, the video ad includes a button overlay banner that includes a Call-To-Action button, your logo, a headline and your website URL and links to your website when clicked!

With Video action campaigns, you can tell your brand’s story with longer headlines and have access to top-performing places like YouTube’s home feed, watch page, watch next feed, YouTube search results and Google video partners — all within one campaign. Targeting for these ads includes behavior targeting and retargeting. Google Video Partners are high-quality publishers, DoubleVerify filtered, websites and mobile apps where you can show your video ads to viewers beyond YouTube. Partner sites and apps consist of leading publishers in games, sports, entertainment and news.

But let’s not forget the power of storytelling in these ads. Sure, they’re designed for action, but that doesn’t mean they should sacrifice creativity or narrative. In fact, the most effective video action ads often weave a compelling story that resonates with viewers on a deeper level. Whether it’s through humor, emotion, or suspense, a well-crafted narrative can turn a fleeting viewer into a loyal customer.

Now, let’s talk strategy. Crafting a successful video action ad requires careful planning and execution. From defining clear objectives to understanding your target audience and optimizing for mobile viewing, there are many factors to consider. It’s also crucial to experiment with different formats, CTAs, and messaging to see what resonates best with your audience.

Of course, no discussion of video action ads would be complete without mentioning measurement and optimization. When testing these ads we saw a HUGE lift in clicks, almost 7 times higher than regular You Tube Video ads.

Video action ads on YouTube represent a powerful tool for marketers looking to engage audiences and drive action. By combining creativity, interactivity, and strategic planning, these ads have the potential to captivate viewers and convert them into loyal customers. So why wait? Green light your way to video action ads and take your marketing efforts to new heights!

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What Are the New Call to Action Buttons with Social Mirror Ads?

When most people heard that Beyonce was making a crossover country album, they went up in arms. Myself, as an avid country music fan, I was pumped! Beyonce is a queen and country music is my jam, so what’s not to love? It’s the best of both worlds! That is also how I feel about the new Social Mirror call to action opportunities and the ability to use click/scan to call, click/scan to email, and click/scan for directions. (Any chance to be able to show a picture of me with Luke Bryan, I am going to take it!)

Social Mirror ads are a great option for advertisers because creating the ads is almost effortless, they are versatile since you can use images, videos, or carousel formats, they can be customized, they have a social media component to them, and they come in different formats like OTT ads and story ads.

Up until recently, if a business’ main goal was phone calls or getting emails, their ad options were limited since most digital advertising, when users click on an ad, they are directed to a click through URL landing page. Google Pay-Per-Click (PPC) ads are an exception because they offer the option to run Call Only Ads which are designed to encourage people to call a business instead of going to a website, and they only appear on mobile devices. When a potential customer clicks the ad, the ad places a call to the business from their device. Google does not allow an advertisers business phone number to be listed in the main ad text of a PPC ad, unless you do a Call Ad. Another option to have people call a business through a PPC ad is with a Call Extension with a regular PPC text ad. Call Extensions run during the days/hours that the advertiser’s business is open, and it displays a phone number that is clickable and opens the user’s phone dialer, if they are using a mobile device. If the user were to click anywhere else on the text ad, they would be brought to the click through URL landing page.

Facebook ads are another type of ad that will allow a user to make a phone call directly from the ad that they are served, but this option comes with some drawbacks. Facebook ads with “Call Now” as the call-to-action typically have low click through and engagement rates, and they are only effective during business hours. Also, the people that may have clicked “Call Now” on their phone may have not even meant to; they could have been scrolling down their News Feed and then tap the button by accident, resulting in inflated metrics.

Outside of those two ads, there wasn’t really an effective way to make phone calls with a digital advertising campaign, until now. Social Mirror ads now offer the ability to click to call, click to email, and click for directions for display, video, and carousel formats, and scan to call, scan to email, and scan for directions for the Social Mirror OTT format.

This is a great addition to ads that already have click through rates that tend to outperform other types of ads, and it also allows for consumers to take more of an action directly from the ad. Being able to tap or scan and make a phone call makes it incredibly easy for potential customers to connect with a business directly from the ad. With just one click or scan, customers and prospective customers can initiate a phone call, eliminating the need to manually dial a number or search for contact information.

Click to call buttons also encourage real-time interaction. When users click the call-to-action button, they’re expressing an immediate interest in your product or service, allowing for instant communication, and potentially leading to quicker conversions. Also, users who are interested in making a purchase or seeking more information can seamlessly transition from browsing the ad to engaging with your business directly. Phone calls also provide a more personal form of communication. This can lead to better engagement and a deeper connection with your brand, as users have the opportunity to ask questions and receive immediate responses. With the widespread use of smartphones, click to call call-to-action buttons are particularly effective on mobile devices, and with consumers spending 4 hours and 39 minutes on our mobile phones doing non-voice activities every day, that is a lot of opportunity for Social Mirror click to call ads to be served.

Click/scan to email is also another call to action button that is available. By encouraging users to email, you can capture leads directly into your inbox. This gives you the opportunity to follow up promptly and nurture leads through the sales funnel. With this format, you are also able to pre-populate the “To” field and can have multiple email addresses loaded in, and you can also pre-populate the “Subject” and “Body” fields within the email, making it quicker and easier for the consumer to reach out. Click to email call-to action buttons can serve various purposes, including requesting more information, scheduling appointments, providing feedback, or initiating a purchase. This versatility makes it suitable for a wide range of advertising campaigns and objectives.

The other option for a more personalized call-to-action is click/scan for directions. By offering directions directly from the ad, users can click on the call-to-action button to get directions to a physical location without having to manually enter addresses into their navigation apps. Providing directions also encourages users to visit your physical location, resulting in increased foot traffic. This is particularly beneficial for brick-and-mortar businesses such as retail stores and restaurants.

As I mentioned earlier, Social Mirror ads tend to get higher engagement rates than other ads because they have that social media element to them, with which people are used to interacting. They also have more of an organic and native feel within the user’s content and are less intrusive than traditional ads. They can be particularly effective at capturing the attention and driving engagement amongst those who are heavy users of social media.

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