Keywee Signs 100th Publishing Customer​

Since launching our solution earlier this year in March, we have worked with a lot of the leading publishers and we have the good fortune to call many of them our customers. We recently signed New York Media as our 100th customer in the publishing segment, and to mark the event, we just put out this press release…

Keywee Signs 100th Publishing Customer

Content Marketing Innovator Drives Tremendous Success in First Year

New York, NY – December 15, 2015 – Keywee announced today that it signed New York Media, the publisher of New York Magazine and digital properties including Vulture, The Cut and Grub Street, as its 100th customer in the publishing segment. New York Media is using Keywee’s content marketing platform to drive social engagement and reach new audiences with its content via paid distribution on platforms like Facebook.

Keywee has signed an impressive list of publishing customers since launching its platform in March. Other Keywee customers in the segment include: The British Broadcasting Corporation (BBC), Conde Nast, National Geographic, The New York Times and Slate. In fact, seven out of the top 10 newspapers in the United States now use Keywee. In addition, leading retailers and brands also tap Keywee for their content marketing initiatives.

“At New York Media, we leverage platforms like Facebook for content distribution and strive to reach new audiences and maximize our social engagement,” said Ken Sheldon, executive director of audience development at New York Media. “Keywee has allowed us to better achieve our goals in these areas more cost-effectively and efficiently than we could ourselves.”

Content distributed by Keywee accounts for more than 600 million impressions a month and delivers around an eight percent click-through rate (CTR) — approximately four times higher than the organic CTR of the same content. Using text-mining technology and a vast database of historical content performance to target — and distribute content to — audiences on platforms like Facebook, Keywee is changing how publishers leverage content to achieve business goals. Keywee’s content marketing platform helps publishers grow their audience, increase social engagement and sign up more subscribers.

“There are significant shifts occurring in content marketing. In particular, the majority of content is being consumed in the mobile apps of platforms like Facebook, Twitter, Apple and Google. They are the new browsers. Publishers realize this, and they are making big investments to get their content in front of audiences across these platforms to drive business results,” said Yaniv Makover, CEO and co-founder of Keywee. “Keywee leverages data to find the best audiences across these platforms for content based on a publisher’s specific business objectives.”

From the Blog

For Content Marketers, AI Should Stand For “All In”

As a marketer, artificial intelligence may not have been the first square that you chose for your 2020 bingo card.

Given the media’s historically less-than-kind portrayal of AI, it’s not unreasonable for marketers to be apprehensive of the emerging technology. We can’t help it that our minds automatically flash to Terminator or The Matrix. The truth, though, is that AI isn’t actually as out there as it may seem. These days, AI is ubiquitous — it’s arguably a guest star in our everyday lives.

Heck, I’ve already come across AI while writing this draft in Google Docs.

It's Natural for Marketers to...

As we go about our lives, we encounter AI at nearly every turn; it’s so common that when we come across it, we hardly flinch. Why? Because at its best, AI makes us more efficient and more effective. Here are just a few examples of this in practice:

  • Apple’s iMessage “knows” exactly when you want to send that 😂 emoji to your best friend
  • GMail’s Smart Compose automatically suggests a relevant, one-click reply to a colleague’s request
  • Amazon’s product search automatically plugs in the name of the item that’s at the top of your shopping list

In each of these examples, artificial intelligence provides us with a shortcut — a course of action that’s informed by how we’ve behaved in the past under similar circumstances. But that’s not the only trait that those three examples share. In each of those instances, AI generates text that helps us convey the right message at the right time.

If AI can offer such obvious benefits for how we communicate as consumers, then it’s about time for us to warm up to using AI as a tool for amping up our marketing messages. In fact, when marketers think “AI,” they should think “All In.”

Demystifying AI

If you’re going to take an “all in” approach with AI, it helps to have a firm grasp on the basics. Luckily, a PhD in data science isn’t required.

Think of AI as the computer counterpart to human intuition. We’re all familiar with the concept of intuition: throughout life, we have countless experiences and interactions, all of which inform how we instinctively react to any given situation. AI works in much the same way: Gigantic data sets (your experiences) are fed into complex mathematical models (your brain) which are “trained” to produce the desired result based on a particular set of criteria (your gut instinct).

Using this approach, AI-powered marketing tools are able to understand what marketing messages work best and for whom they’re most relevant.

How AI Can Help You Reach The Right Audiences + Save Your Budget

From a content creation perspective, AI is its most powerful when it looks into past user behavior to generate content that helps marketers:

  • Increase user engagement by tailoring marketing language to their target audiences
  • Optimize their messaging to for specific conversion goals
  • Retain their budgets by avoiding too many costly A/B tests

Tailor marketing language to target audiences
One of the most powerful ways that marketers can leverage AI is to use it to tailor messaging to specific target audiences. Using mountains of historical data, AI algorithms are able to know what kind of language was most effective for certain segments. With modern AI-powered tools, marketers can input an original marketing message into an algorithm, which in turn modifies or enhances the text to better appeal to the marketer’s desired audience.

Optimize marketing language for specific goals
Taking things one step further, marketers can also use AI to optimize their marketing language toward specific user goals, such as clicks, sign-ups, or even conversions. While one of two words in a post or ad may seem inconsequential, it’s often the small differences in text that ultimately elicit different actions. With the help of AI, you can easily modify messages according to your desired outcome.

Save you time and resources with predictive insights
Again, the fact that AI is trained using humongous data sets means that the algorithms know in advance what messaging is likely to work. For marketers, this means that you can hold on to more of your precious budget, especially when it comes to A/B testing creatives and messaging.

With AI, It’s Time to Go All In

I’ll admit it. Before I worked closely with AI, I had my reservations. My mind couldn’t help but immediately snap to “the robots are about to take over.”

Now that I’ve had the opportunity to see AI up close, it feels like my eyes have been opened. In reality, AI is a powerful tool that’s within reach for most, if not all marketers. And in the same way that it can help you quickly send the right iMessage back to your friend, or automatically complete the email that you’re writing to a colleague, AI has the power to help marketers communicate effectively and drive results.

With all of the challenges that 2020 has wrought, I think that anything that can make our lives easier in any context, is a win. 2020 should be the year that marketers go “all in” on AI. I know I am.

5 Words and Phrases to Boost Your Sales

Are you feeling the Q4 crunch yet? It seems the ecommerce gods have decided to ride the 2020 wave of ‘too much of everything.’ Instead of giving us a normal October (as normal as it can be in the current situation), they have gifted us with yet another big sales event. No, marketers, it’s not just Singles Day followed by Black Friday followed by Cyber Monday followed by Christmas and Hanukkah in 2020! Welcome, Amazon Prime Day, to the Q4 insanity. I mean, I’ve always advocated for starting your Q4 campaigns early, but that was to give marketers some lead time, not to have a whole other thing added. Careful what you wish for.

The good news here is that the flood of ecommerce and affiliate content campaigns coming into Keywee over the last few weeks can offer us a peek into the kinds of campaign creatives that work, detached from your run-of-the-mill holiday promotional texts.

To that end, I took a look at what’s been working for ecommerce marketers, added in a bit of pumpkin spice in the form of our Marketing Language Platform, and tried to figure out what words and phrases have been driving performance. Let’s dive in.

 

Settings the Stage

To put this list together, the first thing I did was look for top ecommerce campaigns and identify common themes and words that perform well across different brands and products. Because CTRs and conversion rates can differ greatly between different brands and products, I used campaign spend as the key metric here. Campaigns that spend a lot are, clearly, campaigns that are working for marketers. 

But I didn’t stop there. I really wanted to put these approaches to the test, so I ran an experiment on our platform to see if our AI agrees with my assumptions. Some background: our Marketing Language Platform, apart from helping marketers ideate, optimize and generate text variations, also gives those variations a score. The score is a predictor of how well each variation will do in terms of engagement. The AI was trained on millions upon millions of social posts. 

The score given ranges from 0 – 100, or, as I like to think about it, brussels sprouts to Kim Kardashian. So when you’re working on a message, you’re not necessarily trying to hit 100, because hitting 100 usually involves some sort of breaking of the internet. What you’re actually trying to do is see how high you can score when creating text to promote your product. 

So when I saw a certain approach doing well, I checked that approach on our platform to see if it actually worked. I picked a nondescript product — headphones — and saw how the system graded every variation. My baseline text was so-so with a score of 43:

From there, I put the trends to the test to see if they improved the score. 

Confused yet? Don’t worry – if you’re not following you’ll see what I mean in a sec. 

On to the Results!

Here are the approaches that are doing well, and how they hold up to our AI’s scrutiny:

  1. Emoji. Ok, I know. Emojis are an easy ploy to get attention. The interesting thing I found was that not all of them worked. In fact, emojis worked best when they were related to the product sold. Winter coat = snowflake emoji. Jeans = pants emoji. So how effective was that type of related emoji for our headphone copy?
    Score! 6 points up from the original copy.
  2.  Calling out reviews or reviewers. In ecommerce, social proof is everything. So calling out a huge number of positive reviews, or quoting a review was incredibly common on our top performing campaigns. Let’s see how the AI measures it up:
    Mic drop. 18 points up!
  3. Your actions. It’s common knowledge that a call to action helps, well, drive action. The twist here is that among our top performers, this tactic worked specifically when using the word “your”. “Treat yourself,” “transform your wardrobe,” “make your kitchen brighter” and so on. Let’s see what our Marketing Language Platform had to say about it:
    Look at that, our AI concurs to the tune of a 14 point improvement.
  4.  Variety. Calling out choice seemed to be very effective amongst our top spenders. “A range of sizes,” “8 different colors,” etc. This approach tells the user that there’s more to explore. “You may not like this shirt in blue, but check out the 37 other colors we have”. So what’s the AI got to say about it?
  5. Numbered lists. Yes, yes — it’s a motif that we’ve seen over and over, but cliches are cliches because there’s usually a shred of truth behind them. I think people like numbered lists because they help tell them what experience they’re going to encounter post-click. If you come across an article titled “Why Justin Bieber is the Harbinger of the Apocalypse” then you may be wary about what you’ll encounter post click. On the other hand, “4 Reasons Justin Bieber is the Harbinger of the Apocalypse” tells you clearly – you can come in, read the subheaders, and figure out fairly quickly if 2020 is about to unleash some Bieber-sized horror upon us. Heck – I even used it in this subject line. And you’re here!  Let’s see what the AI says:
    Yep – 17 point improvement. Some things never change.

So there you have it – 5 data-backed, AI-confirmed approaches to help you amp up your ad copy as we head into what will be an unprecedented (sorry) Q4. 

As always, I’d love to hear what’s happening in your neck of the woods. And if you feel like taking Keywee out for a spin and seeing how it can help you craft and optimize your copy, drop me a line and I’ll set up a trial for you. 

3 Text Tweaks that Boosted CTR

As marketers, we’re acutely aware that our words carry weight. That they matter.  We know this because more often than not, the success of our campaigns ultimately hinges on whether we choose the right words.

Right before clicking ‘post’ ‘send’ or ‘publish,’ it’s always: Will this social post get users to click? Will this subject line entice people to open? Will the text in this ad nudge shoppers to convert? 

I’ve often examined how big, dramatic differences in post text can lead to major upticks in performance. This approach is especially important in A/B testing so you can make clear-cut observations based on your results. 

I tend to lean toward the dramatic (probably as a result of my long unutilized film degree), but this week, I’m going against my own proclivities to discuss just the opposite: I want to look at the effect small text tweaks have, and how they can drive meaningful improvements in performance. Let’s dive in. 

Zooming Out

If I’m going to make the case for the value of post text micro-optimizations, it’s important to first provide context. To do that, let’s quickly zoom out. 

If you were here last week, you’ll remember that the results of a recent experiment that we ran supported the idea that post text has a significant impact on performance metrics like CPC and CTR. Here’s the TL;DR:

  • We tested significantly different post texts and used Facebook’s paid channels to distribute the ads.
  • We found that on average, different post texts resulted in a 15% difference in CPC and a 17% difference in CTR.
  • To oversimplify: the results showed that differences in post texts definitely make a difference — they’re undeniably a factor in performance. 

There are different ways to build off these findings. One way — the way that I’m talking about today — is to see whether slight variations in post text can improve results, and if they do, by how much? 

3 Examples of Boosting CTR by 3%

To better understand the degree to which slight variations in post text can impact performance, we dug through our huge database to find some recent wins. Below are three examples where testing out slight variations led to optimized post texts that gave a boost in click-through-rates by about 3%.

The variation with the 3% higher CTR is in bold below.

    • Post #1:
      • Variation 1: “Try these healthy alternatives the next time a craving hits.”
      • Variation 2: “Try one of these healthy alternatives the next time a craving hits”
    • Post #2:
      • Variation 1: “Unique baby names have been in high demand!”
      • Variation 2: “Unique baby names are on the rise!”

 

    • Post #3:
      • Variation 1: “Kids bored in the house?  These toys are just what they need!”

 

      • Variation 2: “Kids bored in the house?  These toys will do the trick!” 

Striving for Scale

I know what you’re thinking. 3% difference? Why bother? I’ll tell you why – scale. 3% may not seem like a lot. But when you’re working with campaigns that reach 10s or 100s of thousands of people, it can have a big impact. In the examples above, the average difference between CTRs was upwards of 17%, which is a huge margin that could be the difference between hitting your budget and CPA goals or missing them completely. 

Let’s use an oversimplified example to illustrate:

  • If a post text micro-optimization increased the CTR from 4% to 7%
  • For every 1,000 impressions, an increase in CTR by 3% would mean:
    • 30 more people visiting your online store
    • 30 more potential paying subscribers 
    • 30 more people in the top of your marketing funnel

Worthwhile Wordsmithing

When I write any sort of promotional text, I can often agonize over little differences for longer than it takes me to write the original. If you’re anything like me on that front, you may be beginning to dread the expected campaign and traffic explosion just because of the amount of time you’ll be agonizing over text. Can you humor me for a second for a shameless plug? 

I’ve been working with Keywee’s AI Language Platform a lot lately, and I’ve been having quite a bit of fun using it as a tool to wordsmith. It’s like it does all of the agonizing for me, and all I have to do is make a choice. To demonstrate this, I put the content of this email into the platform and asked it to generate post text for me. Then I picked one of them to wordsmith: 

The top text is what I gave the system to wordsmith, and the score our AI gave it in terms of performance potential. Immediately below it, you’ll see the tweaks the platform generated, and the score for those tweaks. Agony begone! Thank you for humoring me. 

Whether you use an AI platform or a whiteboard and a marker, there’s a clear takeaway here: Wordsmithing matters. Just do it. 

Do you want to learn more about how to write great text for your ads? Sign up for our upcoming webinar, 5 Essential Rules for Writing Creatives That Convert, where we’ll talk you through the nitty-gritty.

Share on facebook
Share on twitter
Share on linkedin

Stay Ahead of the Curve

Subscribe to receive not-too-frequent newsletters
featuring our latest posts and publishing industry trends.

Read on