Reaching customers at scale without losing their trust

This is an important issue that is currently subject to serious political and public health crises. I spoke to Richard Jones, CMO of Cheetah Digital, a market-driven engagement platform: “ There is a dichotomy between techs and how advanced it can be to track, segment and show what they are advertising in terms of comparisons between platforms like Facebook and Google. and adtech in general as an ecosystem “.

Jones told me that marketers do this to reach people extensively with personalized messages, without disturbing people. The “don’t be afraid” message has been around for a while, of course, but I think the current distrust is greater.

It’s all too easy to blame Facebook for everything – adtech generally doesn’t understand what it’s doing with consumer data. But the perception that Facebook is a voracious consumer of personal data and (or is now) a magnet for scandals has certainly not helped. For a long time, not only content and cadence but also timing will be the most important components of a reliable message.

Scrappy Vendor Merchant Platform uses a good aspect ratio and a small stack

‘I haven’t had a real job ‘since I was 18 or 19. I’ve always worked for different companies and tried to change, ”said Josh Dzime-Assison, Vendor’s sales platform manager, but his previous efforts were also a sign of the marketing approach. Organic relationships evolve and stay.

Dime-Assison (pronounced “geeMASSisson”) found his niche in 2007, inspired by his passion for vintage footwear and streetwear in an online and tennis store. But he soon discovered the pain points that every successful trader faces: visibility, inefficiency, and inventory management. An informal meeting with Thomas Rivas, founder, and CEO of Vendor, changed everything for the co-fashionistas and the other two founders of the company, CTO Chris Amador and COO Ben Martinez.

The value of the Vendor is in solving these problems so that users can simultaneously publish items on the websites of different stores and automate inventory management. Problem not solved. “Because we are inexperienced and a minority in the industry, we are often not taken seriously when we approach our financial institutions,” said Dzime-Assison. It describes events where bankers have expressed skepticism about their intentions and funding sources. “We’ve heard a lot of things we don’t know about other people who’ve dealt with the problem,” he said.

So Dzime-Assison took advantage of his network and found the company’s ideal investor, a man in the Baltimore shoe industry who donated $ 400,000 in cash to the original program. With a “waiting list of enthusiastic and impatient users,” said Dzime-Assison, the Vendor launched on January 20, 2020, and raised $ 30,000 by the end of the month.

Advertisers have until February 2022 to adapt to the new Google Partner Program requirements

Just over a year ago, Google expanded its affiliate program by doubling the 90-day limit and requiring half of the users with administrative or standard access to take their certification tests. Neither of us knew the pandemic was imminent and Google delayed the changes until 2021.

The company is again delaying until February 2022. It has also integrated the following feedback from partners:

• The 90-day spending limit remains at $ 10,000 for all managed accounts for a partner.

• Partners can ignore or apply recommendations to reach an optimization point of 70%.

• Advertisers can notify Google of the number of strategic accounts at their agency, and at least 50% of strategic accounts (instead of half of the total number of users with administrator access) must be certified for Google Ads.

Almost a year after the pandemic started to shake, we have yet to do it, so this announcement may take a while.

New requirements. Google said the partners were looking for two major changes to the requirements, taking into account the current economic situation and clear seal criteria:

1. Partners may reject or apply recommendations to achieve an optimization score of 70%. Although the optimization requirement went into effect in June, previously only recommendations could be applied. However, the Google team has received feedback from marketers about their ability to reject customer recommendations if there is no reason to accept them. “We know our partners know their customers and account best,” a Google spokesperson told us.

2.The spending limit applies to 90 days of $ 10,000 spent on all managed partner accounts. Prior to the pandemic, the agency’s shipping requirements had to be increased to $ 20,000 every 90 days, but partners listened to advertisers’ comments and kept the requirement at $ 10,000.

3.The partners also told Google that not all ad managers on the team need to be qualified for certification. In response, advertisers can notify Google of the number of strategic accounts in their business, and “at least 50% of the strategic accounts you have identified must be certified in Google Ads” to meet the new requirements.

4.More clarity for advertisers. The email states that Google wants to emphasize the benefits of the program. To do this, the company is developing new benefits in three main categories to help partners transition to new requirements:

• Training and insights

• Access and support

Awards and Recognitions

“The new Google Partners program is exciting for our research team as it changes general health policies for employee accounts and training, with a greater focus on optimization and certification scores for account strategies,” says Donny Nordmann, research director at rising Interactive.

Because we care. Delaying Google to change its affiliate requirements was a smart move to reach the search community. Since many agencies and search marketers have been affected by the COVID-19 pandemic and the resulting changes in the business landscape, Google has received feedback to improve the changes it wanted to make to the program.

Google also noted that advanced notifications mean advertisers have a full year to comply with affiliate program requirements. All partners with a Partner or Premier Partner seal can now maintain seal status: “To recognize the efforts of a large number of partners already meeting our new seal requirements, we will begin offering the new seal. Print. Express. Express. To express. At the launch of the new program, in February 2022, it will be available to 3% of key partners, ”read the email.

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