Livestream commerce became more popular during the pandemic lockdowns, and there are new reasons why it’s seeing some pickup. Some high-profile shakiness in the U.S. (see Facebook, TikTok) means brands need to understand what their audiences want and need, instead of trying to apply here what worked in other markets.
Are there any instances where it’s not advisable to spend in search? Sure, if you’re a brand-new product with no organic ranking, and it’s going to cost you $10 per click to get to the first page of the keyword to sell a $4 product, you might be better off moving those dollars elsewhere. But spend wisely and don’t go entirely dark.
For marketplaces that rely on ad revenues, it’s all about conversions. And if you can’t optimize search, listings, ads and promotions on your site, you don’t get conversions. This leads to desperate blasting and promotions that just drives drives users away and kills revenue. Here are 5 steps to help you avoid this dreaded ad death spiral.
How do marketers stand out, when so many dollars are chasing the same consumers? There’s still too much uncertainty about what channels work for which messages. To get the most out of each channel, experiment. Constantly test different messages, landing pages and designs to learn what works to inform your tactics.
Google parent Alphabet is reportedly considering splitting up parts of its business that handle digital advertising into a separate unit, to avoid antitrust litigation from the U.S. Justice Dept. as part of an ongoing investigation, according to the WSJ. It’s not clear whether anything short of an asset sale would satisfy federal regulators.