What are we finding with digital advertising during these weird and difficult times?
Now is the most affordable time to advertise in 5-10 years. We’re seeing unheard of low CPMs.
If you’re open for business and can afford it, you should advertise!
Some recent findings looking at the last week of data compared to the past:
- Facebook CPM’s (cost per 1000 impressions) are up to 82% more affordable than they were this time last year.
- Facebook video Thruplays (viewing a video for at least 15 seconds) are up to 69% more affordable .
- Google CPC (cost per click) is up to 10% more affordable, but sometimes slightly higher than last year. Google CPM, however is 36% more affordable .
- Amazon ACOS (ad cost of sale) is still good for many items. Industry average is 30% and we’re seeing items with as low as 19% ACOS.
- YouTube cost per views (at least 30 seconds) are up to 40% more affordable .
Advertising spend tends to correlate with increases in business, and return business. Businesses that cut advertising tend to see decreases in business. If you’re open for business, we recommend you advertise.
We recommend Facebook, YouTube and Amazon because they’re the same or more affordable right now. Google may be good for reach, but Google search ads may be slightly more expensive.
This is a very affordable time to reach customers with branding, awareness, or general messaging.
We are seeing purchases of both essential goods and discretionary ones (especially those that relieve boredom or entertain or educate children).
Leading with a coronavirus message may not lead to great CTR (advertising) or open rates (email). The worst email open rate we’ve seen recently came from the subject line, “Dealing with Coronavirus.” Better results come from focusing on short-term pains, problems and goals. When alluding to the virus, say something softer like, “in this crisis,” or “in these times.”
We’re seeing success with clients who create new offers and discounts, and running a larger variety to discover what customers want most right now.
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.