Let me explain!
In the aftermath of all we learned from the mismanagement and blatant lying about results and advertising budget spends from the original pay to play social platform, the state of spending on social media is starting to shrivel. Why? Because Google and Microsoft are in a war for your SEO and AI is the engine behind all of it.
The companies that have CTO’s, CSO’s and CMO’s already made moves to GA4 and as a result, moved more of their budgeted spend out of social and into a more impactful, more convertible platform… Google!
When people fire up Google they are looking for something, they have a need or a desire for something. Hence the term “SEARCH”, they are literally exhibiting buying behavior just by typing into the white abyss of the search bar. This is “action with intent” and I will take those warm leads any day of the week over social because they actually convert.
Let Google Ads Be Your Life Raft
Google is in an all out war for your ad revenue and they are sharpening their tools and chops to ensure they get it through SEO. Why do you think they backed Toast during one of the toughest times in the restaurant industry? Because during COVID, the amount of online ghost kitchens and the necessity to get your ordering and advertising all on-line made the restaurant industry a real meta-data creator. They know where their bread is buttered (sorry for the pun) and they know that they can do better than social platforms through real bottom line revenue generating results. And they do! It’s a fact, so sorry if I offended the SOCIAL elite!
Weather The Storm
When you think about this from a global perspective, this makes sense as technology and industries continue to develop and become more efficient, supposedly increasing results or decreasing the timeline to get results. This evolution in advertising is just a by-product of the evergreen, always advancing technology and software sector. You can’t fight it, you can’t stop it and if you ignore it you will be sorry.
Your social advertising campaigns in 2023 should be just that…social! Showcase your vibe, showcase your place, your people, and most of all your product! Focus on getting your customers to interact with you on social, that’s why it’s not call AdBook, or InstaAd. No one wants to see your ads on social media anymore, they want to see what you bring to the table in an authentic, truthful, experiential manner.
Don’t sell on social, be social on social. Sell on SEO and you will see your ROI increase!
Cheers to a happy, healthy and profitable 2023,
-Tom
