Subject: The TSA Newsle+er - January 2018Date: Thursday, January 18, 2018 at 4:00:04 PM Pacific Standard TimeFrom: The Search AgencyTo: Kareem Cervantes

JANUARY 2018

THE TSA WAY - AUDIENCE TARGETINGOur strategic vision.

Audience targeting using 1st - 3rd party data is the most powerful and precise way for brands tomeaningfully connect with new and existing customers. See how The Search Agency teams identify,target, and engage core audience segments to foster brand growth within the socially dynamic digitalenvironment.

TSA THOUGHT LEADERSHIPBest ideas and practices in the world of digital marketing.

Facebook Changes News Feed Algorithm

Social media companies continually change algorithms to better serve both users and advertisers,but Facebook’s latest adjustment is turning heads.

Facebook is changing the News Feed algorithm to favor posts from friends and family overbusinesses and publishers. This News Feed update aligns with Facebook’s goal to show highlyrelevant posts to engaged users with shared interests, prioritizing content that inspires conversationand interaction over passively consumed media. Organic posts that promote comments, reactions,and shares will benefit most from this new update. Brands that lack engagement on organic contentcould very likely see a decline in reach and other performance metrics.

This update is scary for marketers and brands that heavily rely on an organic approach. Organicposts will still appear in the News Feed, but visibility might be limited if there isn’t a meaningfulinteraction between the post and user. This change will force brands to find new ways to engageorganically while also promoting meaningful connections with their audience. For brands who lackthis rich interaction, this update may require more spend on paid ads and boosted posts to reachusers in the social space. Creating connected relationships with followers is now key to improvingyour organic social media strategy.

Although this News Feed update affects organic posts, what impact will this have on paid ads?

Facebook uses another method to determine the relevancy and value of a paid ad compared withorganic posts. This update should have a limited impact on paid ads, only having a negative effecton ads that are boosted posts with low organic engagement. For tried and true socialadvertisements, we expect engagement and efficiency to be maintained, and perhaps, see animprovement due to reduced brand congestion in the user's News Feed. Advertisers shouldcontinue using the same methods and best practices to optimize their paid advertising campaigns.

TSA NEWSWhat's new at The Search Agency?

TSA Joins the Think with Google Advisory Council

The Search Agency has been asked to join the Think With Google Advisory Council! Think withGoogle is a resource hub for marketers where they will find data that Google is exploring and thetrends they are tracking along with forward-looking perspectives and behind-the-scenes looks atdigital campaigns—across industries, platforms, and audiences.

As an adviser to the council, TSA will provide direct feedback on projects Google is working on andgain exclusive insights from the company in return. For more information on the Think With Googleprogram, click here.

TSA TUTORIALLearn from the best in the game!

Customer value. Understanding it, identifying it, and optimizing toward it will be the focal part ofstrategic conversations in 2018. Paid Search Associate Director Mila Lazarevic walks us throughgoing beyond last click attribution to optimize for expected user value.

TSA PROFILEWho's Who at The Search Agency?

PHILLIP JOE Senior Director of CRO & Creative Services

Phillip Joe is the Senior Director overseeing Creative and CRO at The SearchAgency. He leads the agency's creative and conversion efforts for all of itsperformance channels. He has been in digital advertising for about 12 years.

Q: You do a lot of work with display ads. What tools and practices seem to be trending themost in your opinion?

A: Many people out there are incorporating video into their display ads and are leaning moretowards custom than automated. With more people wanting to go custom, ad-serving platforms areoffering self-serving creative suites which makes creating custom ads more accessible to users. However, there are limitations on those suites with what can be done creatively and functionally.

Q: What makes a good display ad?

A: It is important to identify the type of consumer you want to target with your ads. Audiencetargeting options, like geographic and behavioral targeting, allow you to target your displaycampaign to the audience(s) you want to reach.

If you want your ads to draw the awareness or consideration of your prospects, it is necessary touse a clean and visually interesting design. One way to bring your banner ads to life is by using animage or graphic that represents your business value or customer benefits, as well as your productor service name. This way your prospects will better understand if your product and service canbenefit them.

Q: How much time/effort/money should businesses be putting into Creative/CRO?

A: It depends on your marketing strategy and channel mix, but on average brands should thinkabout allocating between 10-15% of their budget on the creative or CRO. When it comes to video,display and social, the creative assets are one of the largest components of campaign success.

Q: What is something unique about you most people would not know?

A: Well I make homemade soaps now. I like experimenting with different fragrances and essentialoils. It was something I use to do back in college and picked it back up a few months ago.

THE TSA BLOGTips and perspective from our very own crew.

Tips and perspective from our very own crew.

An Introduction to CryptocurrencyAbout two years ago, one of my friends hailed his belief in Bitcoin and explained how he moved hisentire life savings onto a hardware wallet and memorized his private alphanumeric key. He soundedlike a character from a Neal Stephenson novel — gritty, daring...

The post An Introduction to Cryptocurrency appeared first on The Search Agency.

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Build Better Creative with These 9 Best PracticesThe scope and world of display advertising have evolved extensively, growing from simple staticimages to include video, rich media ads and much more. When developing creative, there are a fewbest practices that can be leveraged in order to improve user experience and maximize...

The post Build Better Creative with These 9 Best Practices appeared first on The Search Agency.

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Blockchain Tech for SEO: How the TechnologyBehind Bitcoin Will Change SearchUnless you’ve been living under a rock for the past few years, you’ve probably at least heard ofBitcoin by now. Traditional investors and analysts have been predicting its downfall for years,repeatedly calling it a bubble and comparing it to the tulip mania of...

The post Blockchain Tech for SEO: How the Technology Behind Bitcoin Will Change Searchappeared first on The Search Agency.

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WHAT WE'RE READINGArticles and think pieces from our friends.

The Google Speed Update: Page speed will becomea ranking factor in mobile searchStarting in July 2018, Google will finally use mobile page speed as a ranking in their mobile searchresults.

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These 100 Companies are Leading the Way in A. I.The A. I. revolution is coming - and one research firm has identified the most promising startups.

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It’s Time for Creative to Retake Center StageHas programmatic put great creative on the back burner?

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Google Lens an Impressive Start for ‘Visual Search’While it makes lots of mistakes, it also gets lots of things right.

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