Digital Minute - November 25th, 2019
The following is a transcription of the Tailwind Flash Briefing published November 25th, 2019. To listen activate through the Amazon Alexa Skill store.
Or listen directly here:
Tailwind Digital Minute Flash Briefing for November 25th, 2019
Good morning listeners, it’s Monday, Nov. 25th and we’re here to wish you an early happy thanksgiving and share some of the hottest digital marketing stories of the last week. I’m Kai, Tailwind’s Account Coordinator, and joining me this week is our newest, incredible media analyst, Jeren.
Hello everyone! We’ve got a lot of great topics to talk about today from the benefits of chatbots to a potential conversion error in Google Ads.
Now we know how valuable your time is so without further ado, let’s jump straight into our first story of the week!
Chatbots Are Saving Businesses $300K On Average
Chatbots are changing the way businesses can fundamentally interact with their customer bases and it’s creating BIG savings opportunities.
That’s right, and when we say big, we mean $300,000 dollars on average big.
Per their first Chatbot Trends Report, which was released on Monday last week and surveyed 500 random consumers and 500 business leaders, Intercom is seeing trends for consumer interaction expectations.
While 74% of consumers typically expect to encounter a chatbot on a website, 87% of them still prefer speaking to humans for quick interactions. With that said, 25% of consumers do not care at all who they speak to as long as it gets them to their desired outcome.
Consumers might still favor human interactions but the numbers might be pointing the other way. Chatbots have been found to have increased sales in our interviewed group by an average of 67% with 26% of all sales now being started through a chatbot interaction.
And even beyond that we have 35% of business leaders now claiming that said chatbots are helping them close their deals.
Ultimately, this points to the importance of obtaining, testing, and perfecting this technology as soon as possible to be ready for when it is 100% the social norm.
And with forecasted revenues reaching $112 billion in just 4 years, I’d say that’s going to be real soon.
Google Ads Over-reporting Conversions Between November 11th and 20th
Onto some more concerning news, a reporting bug in Google’s Ads interfaces was discovered recently that is essentially responsible for over-reporting total conversions on Ads between Nov. 11th and the 20th.
Google reported last Thursday that they identified the bug affecting both search and shopping ads but have yet to identify a solution they can utilize to fix it. The bug itself is said to have occurred on November 20th at approximately 9:00 pm and altered conversion date back to the earlier mentioned date of the 11th.
As for what is affected, so far Google has called out that last click attribution users are safe.
Any other type of attribution model that isn’t last click on the other hand may have been altered.
The impacts reach across all Google Ads interfaces, including the reports downloaded from within both AdWords and Ads APIs and Ads Scripts.
Ads utilizing Google’s smart bidding strategies have also not been impacted.
Obviously, over-reporting any conversions is a critical issue that portrays performance as being better than it actually was and can lead to a lot of mistakes being made. It’s good that Google is being transparent like this but it does mean that marketers NEED to go back and identify these afflicted periods and share that with the client.
Search engine land contributor Ginny Marvin advises readers to not let this impact their budget allocations and to attempt to benchmark against recent performance, which is advice that we definitely align with and would recommend too.
Facebook’s Rolling Out New Brand Safety Tools
Onto some positive changes to a key advertiser, Facebook announced and launched a new set of brand safety tools last week designed to bring transparency to the forefront.
This comes following waves of continued criticism for political ad policies, which is also being tweaked to avoid sharing “fake news” to easily swayed communities.
Now in Facebook’s business manager, advertisers will be able to build out their own blocklists, obtain delivery reports and set inventory filters at the account level making it easier to protect and police your content holistically.
Advertisers will now also be able to pull more robust reports that allow them to search by Account ID or publisher without needing to download them. Facebook confirmed that they’ll be adding content-level information to the delivery report as well.
To provide even more security, contextual data company Zefr is Facebook’s newest safety partner, joining to help ensure that brands have the tools and controls to satisfy their internal needs.
Dynamic content sets, a test tool that allows brands to routinely update and adjust videos available by what works best for the brand, and publisher white lists in the Audience Network are all going to be present too.
This is seriously a massive amount of refinements being pushed out at once and it’s really all driven to make your work protecting your brand and your messaging a breeze. Not to mention users won’t have to fact check as often too, building up your credibility as a brand or service.
Well, that’s it for this week’s edition of the Tailwind Digital Minute. Remember that all of our resources and transcripts are available for you to reference at any point at findyourtailwind.com/blog . Until next week now, I’m Kai Ciancio, I’m Jeren Calinisan; And thanks for listening.
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