News Segment


First, a loving shoutout to 21 Handshake’s owner Isaac and his wife Lauren, who just had a baby girl, Natalie! Welcome Natalie!


Also, we wanted to mention the rise of a new type of social network from the co-founder of Wikipedia, Jimmy Wales. It’s called WT:Social, and it’s…ambitious. The goal is to focus on news in a social space that’s very private and ad-free. Like Wikipedia, the social network is hoping to survive on donations. There’s already 100,000 subscribers and growing, which is good news, but we’re waiting to see just how WT:Social progresses. It’s largely group-focused and self-moderated, much like Reddit, which brings its own advantages and challenges to the mix!


On the regulatory side, there’s a new bill introduced in the U.S. Congress that would give the FTA the authority to fine companies and company leaders (i.e., Zuckerberg) for violating user privacy or lying about it. Now, it’s hard to say if this particular bill will gain enough traction, but it is certainly is a sign of a growing political movement to hold social media leaders accountable for some of the issues that can plague social spaces. Bills like these (and you can expect more as time goes on) seek penalties beyond the fines that major social networks can easily pay.


Finally, on a note connected with today’s big topic, a new report shows that Facebook has about 21% of total online ad spend and Google has around 35% for a total of 56%, a number that’s expected to grow into the 60s next year. In other words, the biggest platforms for ads are expected to get even bigger. However, Facebook and Google’s own decisions will also have an effect on this trend (as will regulations, like the one noted above). Do you think it’s problematic that only two platforms represent so much of the online ad market? If that should change, how should it change in the future?



Main Segment: Total Market Exposure and What That Means

We actually go over a few different perspectives on what “total market exposure” means and you should listen to the full podcast if you want to get multiple viewpoints on this. But in summary, the rule behind total market exposure is: You can spend a lot of time and effort creating all sorts of great content, but it doesn’t matter if no one sees it. That means content has to be present on multiple platforms and that it needs to pull people to see it, preferably all the way back to your website.


That means using effective ads, so this is the step where we take at online ads and where they can be most effective. As our news segment research indicates, that means looking at Facebook and Google, and seeing what ad campaigns here look like.



Social Facebook Ad Campaigns

Do you need social media ads? Probably – even if your business isn’t traditionally associated with places like Facebook. Business Pages on Facebook are increasingly common, and the average American person spends around 40 minutes on Facebook every day. Chances are great that at least a portion of your audience is there – which means you need to be there, too!

Only around 2 million advertisers are active on Facebook, and there’s plenty of room for growth here. Facebook has ensured that with new rules like its plans to limit the number of unique ads a business can run at the same time.


Facebook also has great targeting for its ads, allowing you to target who will see them based on a wide variety of very useful factors, including how people behave on Facebook and what they’re interested in. There are also excellent remarketing opportunities for people who may have visited your site already. Facebook ads also include handy mobile features like “Call Now” buttons that can make generating leads much easier.


This doesn’t mean you have to spend all your ad resources on Facebook, but it’s certainly worth including in your ad campaign!

Google Search Ad Campaigns


Google search ads are very, very common, but they come with a caveat: Pay Per Click (PPC) costs tend to be a lot higher on Google than other platforms as a result. This means that Google ads have to be very carefully targeted – and we can help with that!


In return for the high cost, Google search ads offer a lot of advantages. They’re a great way to pick up new leads from organic traffic (possibly the most effective way) and confront competitors more directly as a result. Depending on the ads you choose, you can easily increase your web traffic or meet other important goals with Google ads. Because these ads depend on organic searches and not SEO, they aren’t affected by your page ranking or similar concerns, either.

The Future of Ads


We’ve talked a little about online ads right now, but what can people expect for the future? There are several trends expected to make changes in market, but we want to quickly mention a couple important things to keep in mind:


  • Creativity: For a while now, one of the key goals of online ads is to be “attractive” without being “annoying.” But this has led to many online ads looking and sounding more or less the same. Expect pushback on this in coming years as brands try to make their brands stand out with more unique features.
  • Personalization: It used to take a lot of work to personalize online ads, but that’s changing. Expect personalization options for ads to become easier to implement and more readily available for businesses of all sizes.
  • More Platform Convergence: What if a single ad could appear on browsers, in social media, and on streaming TV, all with a few minutes of work? This kind of convergence is on its way, and should make multichannel ads much easier.


Remember, total market exposure is part of 9-step process to a successful digital marketing program. If you want to learn more, we have a free webinar that goes over all 9 steps, why they’re important, and how we can help you with each one. Sign up and you also get some bonus content for the steps that includes even more info!


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