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3 Anti-Instagram Social Media Apps

Approximately 95 million photos and videos are uploaded to Instagram everyday. Could you sort the edited from the non-edited? The staged from the candid? These days, not many can, which is why anti-Instagram social platforms such as BeReal, Poparazzi, and Locket are dominating the social media space as users, especially Gen Z’ers, seek ways to authentically stay connected with their friends. The purpose of these apps is to break away from the edited photos and faux lifestyles and give a more authentic view of users’ day-to-day life. Let’s take a closer look at a few of these up-and-coming social media apps.  BeReal encourages users to keep it real. Once a day, all BeRealers get a notification from the app at the same time to post their photo of the day. The app gives users two minutes to take a photo with both the front and back-facing camera at the same time. It’s currently ranked #1 in the social networking category on the App Store, and approximately 6.8 million people have downloaded BeReal and downloads have grown by 315% in 2022.  Poparazzi is deemed the “anti-selfie” app. It has no likes, no followers, and only your friends can post photos on your feed. It performed incredibly well in its first year of launch as it quickly skyrocketed to the top of the App Store, even ahead of TikTok as the number one social media platform. Although this unseating was temporary, the app remains successful and popular. Since its 2021 launch, it has been downloaded more than 5 million times, with over 100 million photos and videos shared.    Locket is for your closest friends only– 20 of them to be exact. When a friend sends their photo, it instantly appears in your Locket widget and displays directly on your home screen. Unlike a regular app, widgets are continuously running and you don’t need to click on it to start the program. You can respond to friends with your own photo that will appear on the Locket widget of their phone’s home screen. As you use Locket, you’ll build a history of photos that you’ll be able to look back on. Locket is also quickly rising in popularity, currently ranked 11th in the social networking category on the App Store.   Why is it becoming popular to be candid and unfiltered on social media? Social media has been linked to everything from depression and sleep deprivation to anxiety and feelings of loneliness, especially among younger users. “Likes” specifically have become a measure users equate to status and how well you’re actually liked in the real world.  However, Millennials and Gen Z have more access to mental health education than previous generations, and it has become an increasingly important topic amongst younger audiences. Their knowledge about mental health has helped them understand the negative impacts of social media, and in fact, Gen Z has shown a major decline in social media use on every social media platform besides TikTok. They are simply not willing to succumb to the pressure of traditional social media and want to be part of safer, less toxic environments online.  While many younger users have attempted to make their own accounts on Instagram more realistic and less filtered (e.g. photo dumps), platform updates that flood users’ feeds with unwanted ads and posts from users they don’t follow has pushed them off the app even quicker. They are worn out and losing trust in these big name apps, which is leading developers to create new apps with more authentic purposes, and let me tell you, Gen Z loves them.    What does this mean for brands? Takeaway 1: Users are seeking relatability and authenticity. They no longer want to see glossy, branded content from brands on social media– they want to see content that looks real, even on Instagram. It’s important that brands keep this at the center of their content strategy and when they consider who they partner with (other brands, influencers, etc).  Takeaway 2: While the way brands can get involved in the conversation will certainly vary from app to app, the best way we’ve seen brand utilize anti-Instagram apps like BeReal so far is by offering its consumers some type of exclusive offer or look at some behind the scenes with the brand or its products. For example, Chipotle’s first Bereal post offered a promo code to the first 100 users who used it at checkout on the Chipotle app.  Takeaway 3: If a brand is looking to be a part of the conversation on one of the anti-Instagram apps, they must recognize the fine line between being relatable and being cringey. Trying too hard will drive users away, which is especially important to remember when getting involved in an emerging platform or even just jumping on trends to create culturally-relevant content. One thing we're asking ourselves: do these apps represent the next wave of social media? That may be the case. We are tracking the latest and greatest closely (while using the apps ourselves). Time will tell and we can't wait to see what's next.

VP Of Programmatic Talks With Venture Beat About Cookie-Less Targeting

     The upcoming Google chrome changes have been a buzzing topic in the programmatic advertising industry for almost over two years now, pushing brands and vendors to build alternative solutions to audience behavior tracking and targeting. Many businesses have been successful in finding ways to target without using cookies. Samantha Weiss, VP of Data Strategy and Programmatic, recently sat down with Venture Beat to talk about how our client, Stop & Stop, has been using Artificial Intelligence to target audiences.      “AMP began testing cookie-less solutions in the back half of 2021 to prepare for the eventual deprecation of third-party cookies. We believed it was critical to test new targeting while we had long standing targeting and measurement capabilities to benchmark against. We knew it would be incredibly important to hit the ground running, rather than begin testing once third party-cookies were no longer available. Google’s recent announcement delaying the removal of third party-cookies to the back half of 2024 anchors our position on preparing for the cookie less world.  We are excited for the additional time as capabilities & betas continue to be introduced and opened. We will use the extension to focus not on what we are losing with the deprecation of cookies, but rather how we create optimized and efficient media plans with the targeting that is available.      One partner we have seen great success with is Dstillery. We partnered with Dstillery in Q4 of 2021 to test their ID free Custom AI Solution.  We saw strong results in our e-commerce campaigns, outperforming cookie-based audiences by 72%.  With Google’s first extension, we have iterated on the models and data utilized for the ID Free segments.  With the added time, we are excited to continue to optimize the segments and move these audiences from testing budgets to always on targeting capabilities.” - Samantha Weiss (VP, Data Strategy & Programmatic) Read the full Venture Beat article here.

Google Trends Search Insights June 2022

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for June 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Lazy, Hazy Days of June 2022 As we collected the top three queries from Google’s Daily Search Trends, we noticed that the aggregated sum for June was not as large as the first 5 months of the year.  We know what we collect is only a sample of the total number of Google searches conducted in a day, but we had the pleasant feeling that maybe people were spending more time outside, in real life, and less time using devices.  Hey, it could be true. Looking through the data, we can see that the Supreme Court overturning of the Roe vs. Wade decision was the biggest news story of the month. In Entertainment news, the conclusion of the Johnny Depp/Amber Heard court case and the disorder affecting Justin Bieber drove people to search. The NBA and NHL had their Finals in the month of June and we’ll examine the phrases attached to both of those league’s playoff and championship series. We’ll delve into Doodles, holidays, TV shows, film trailers, award shows, and the latest economic woes.  Lastly, we will analyze the curious case of June 6th.   All right - let’s go.   Google Holiday Doodles Those clicks on Google’s altered logo get counted as queries. Check out the top Doodle driven queries for June 2022: Father's day - 6/18/2022 - 10,000,000+ queries Juneteenth - 6/19/2022 - 10,000,000+ queries Juneteenth gets a Doodle this year as it did last year.  This national holiday occurred on the Monday after Father’s Day in 2022, which also got its own Doodle.    More Holiday Queries Continuing the theme of holiday queries, we present the rest of the non-Doodle driven phrases here: When is Father's Day - 6/3/2022 - 100,000+ queries Is Juneteenth a federal holiday - 6/19/2022 - 200,000+ queries Happy Father's Day - 6/19/2022 - 100,000+ queries Summer solstice 2022 - 6/20/2022 - 500,000+ queries Father’s Day gets 2 appearances in the Daily Top 3 outside of the Doodle-attached query.  It’s interesting to see people asking when the holiday was happening. What we have seen over the past 3 years of data collection is that the search volume attached to Mother’s Day is more than the search volume attached to Father’s Day. We looked into the charts over the last 5 years and we found something interesting:   The search interest gap seems to be closing. The two peaks appear to be closer in 2022 as compared to previous years. We’re not sure why this trend is happening but the two holidays are becoming more equitable in terms of search interest.   A question about Juneteenth’s federal holiday status, which it became in 2021, and the first official day of summer round out our list for this keyword category.   All The Entertainment Here are the shows and films people were excited about in June 2022: The Boys - 6/2/2022 - 200,000+ queries Ms Marvel - 6/7/2022 - 200,000+ queries Hustle - 6/8/2022 - 200,000+ queries Spiderhead - 6/17/2022 - 200,000+ queries Hocus Pocus 2 - 6/28/2022 - 200,000+ queries Stranger Things' Season 4 - 6/30/2022 - 1,000,000+ queries Season 3 of The Boys and the miniseries Ms. Marvel debuted last month. June was a big month for Netflix. Two films distributed by the streaming service spurred strong search interest -  Adam Sandler’s film Hustle and the science fiction psychological thriller film, Spiderhead. At the end of the month, part 2 of Stranger Things’ Season 4 was made available. Finally, the trailer of the Hocus Pocus sequel made the daily top 3 on June 28th. People still like awards shows enough to use Google to learn more about them.   Tony Awards 2022 - 6/12/2022 - 500,000+ queries BET Awards 2022 - 6/26/2022 - 200,000+ queries Although the search volumes are not what they were before the pandemic, both these award shows had a search resurgence in 2022.     We may not ever see the pre-pandemic search volume come back for award shows but they are showing signs of life.   To wrap up our entertainment-related phrase examination, both of these phrases were queried over five million times within a 24 hour period in June. Johnny Depp - 6/1/2022 - 5,000,000+ queries Ramsay Hunt syndrome - 6/10/2022 - 5,000,000+ queries The first of the month had the verdict of the Johnny Depp/Amber Heard trial and Justin Bieber explained that he is suffering from Ramsay Hunt syndrome and needs to postpone dates.  We hope he gets back on the road soon.  His concert tour was named as a top entertainment topic for this summer in our Top Trends for Summer 2022 report.   Roe vs. Wade We discussed it in our May report that we would be monitoring the search volume for this Supreme Court decision and here’s what we collected: Supreme Court decisions today - 6/21/2022 - 200,000+ queries Roe vs Wade - 6/23/2022 - 5,000,000+ queries Roe vs Wade - 6/24/2022 - 10,000,000+ queries This topic dominated the search trends report for 3 days as people were trying to learn more about the court’s decision.  We will keep tracking other key SCOTUS decisions as the year continues. Stephen Breyer - 6/29/2022 - 500,000+ queries Stephen Breyer retired as a Supreme Court Justice and Ketanji Brown Jackson filled his seat on the bench.    The January 6th hearings continued in June 2022 and this witness drove people to search. Cassidy Hutchinson - 6/27/2022 - 2,000,000+ queries Cassidy’s testimony was held on the 27th which drove people to learn more about her and what she had to say under oath.   Sports The NBA finals were held in June and here’s the timeline of the queries related to the championship series: NBA Finals - 6/2/2022 - 2,000,000+ queries Warriors - 6/5/2022 - 1,000,000+ queries Golden State Warriors - 6/5/2022 - 500,000+ queries NBA - 6/8/2022 - 5,000,000+ queries NBA - 6/10/2022 - 2,000,000+ queries Celtics - 6/10/2022 - 2,000,000+ queries Draymond Green - 6/11/2022 - 100,000+ queries Klay Thompson - 6/16/2022 - 200,000+ queries Draymond Green - 6/17/2022 - 200,000+ queries We were rooting for a different outcome here in the AMP Boston office but we look forward to next year.   The Stanley Cup Playoffs and Finals also occurred last month. Check out this timeline of queries leading up to the eventual winner. Rangers - 6/4/2022 - 200,000+ queries Rangers - 6/8/2022 - 200,000+ queries Colorado Avalanche - 6/15/2022 - 500,000+ queries Colorado Avalanche - 6/24/2022 - 500,000+ queries NHL - 6/25/2022 - 500,000+ queries Tampa Bay Lightning - 6/25/2022 - 200,000+ queries Colorado Avalanche - 6/26/2022 - 200,000+ queries Congrats to the Colorado Avalanche for their win over the Tampa Bay Lightning. The NHL may not be as popular as the NBA from a search volume perspective, but the post-pandemic search timeline was nice to see.   Economic Woes With inflation, cryptocurrency values tanking, and the stock market dropping, what else could happen. Oh yeah, mortgage rates are rising. Bitcoin price - 6/12/2022 - 500,000+ queries Stock market - 6/13/2022 - 500,000+ queries Mortgage rates - 6/15/2022 - 500,000+ queries   None of these three phrases were queried over a million times in a day so we guess people weren’t that concerned or only a certain percentage of the population was concerned.   Weather Warnings Beyond Doodles, Google’s daily trends report can get skewed by user clicks on weather warnings.  We present the top queries related to weather in June 2022: Yellowstone National Park - 6/13/2022 - 500,000+ queries Excessive heat warning - 6/13/2022 - 500,000+ queries Severe thunderstorm warning - 6/14/2022 - 500,000+ queries The Yellowstone keyword is related to a flood that happened on the 13th. The other two phrases are related to mobile phone alerts that become queries when clicked on.  Weather-related keywords are making the daily top 3 more often.  There may be an idea of a 2022 retrospective in the works.   What Was Up With June 6th? The daily top three was made up of phrases related to popular tech companies. Apple - 6/6/2022 - 500,000+ queries Google Docs - 6/6/2022 - 500,000+ queries LinkedIn - 6/6/2022 - 500,000+ queries Apple had their 2022 Worldwide Developers Conference (WWDC22) on the 6th, which does drive searches from people seeking the latest from the company. The other two queries, we believe, were related to outages.  LinkedIn was reportedly down on the 6th.  We don’t see any evidence of Google Docs not being available on the 6th, but that’s our guess based on the history of this phrase. Did the Apple conference cause outages?  One may never know.   Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

FAQ: SEO in June 2022

June 2022 SEO Questions & Answers Can duplicate Yelp listings affect SEO? It is well understood that having duplicated content can have a negative impact on your SEO efforts because it can be confusing for search engines to determine which listing is the original and which is the duplicate. This often results in your listings being ranked lower in search results, or even being removed from SERPs entirely. If you have a business with multiple listings on Yelp, you might be wondering how can duplicate Yelp listings affect SEO for your website? The short answer to this question is that the duplicate Yelp listing will not incur a duplicate content penalty on your website. However, you should still seek to consolidate your Yelp listings to ensure information about your business remains consistent as some local SEO platforms pull from Yelp and if the information on a duplicate post does not match your real life information you can expect to be penalized in local SEO results such as Google Maps and Apple Maps. Do draft WordPress posts unpublished affect your SEO? ​WordPress draft posts will not affect your SEO in a negative manner such as incurring a duplicate content penalty for your blog because the posts are unpublished by WordPress, meaning they are not being indexed by Google which will not display unpublished posts in SERPs.​ Is directory submission good for SEO?​ There is no definitive answer to this question, as the efficacy of directory submissions in terms of search engine optimization (SEO) depends on several factors, including the quality of the directory, the relevance of the directory to your website's topic, and how well the directory is respected by search engines. In general, however, submitting your website to well-established, reputable directories can be beneficial to your SEO efforts because you will increase your organic share of voice in SERPs, meaning your brand name will appear more frequently in searches for products associated with your brand which can help indirectly build category relevance. Some good directories to consider adding your website to are the Yahoo! Directory, DMOZ, and Business.com." Are pingbacks good for SEO?​ Like backlinks, pingbacks are a good way to increase the link popularity of your site and improve your search engine optimization. A pingback is a link from one blog post to another, and when a post is pinged back, it means that the post has been linked to from another site. This is a good way to get more exposure for your site, and it can also help to improve your search engine ranking.

Google Trends Search Insights May 2022

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for May 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.   May 2022 Overview Looking through the top searched phrases in May 2022, it is difficult not to fixate on the topics that may upset our safety.  From the JIF Peanut Butter recall to the outbreak of Monkeypox to the Cryptocurrency crashes, there were many top queries where information was needed to understand the issue and take proper courses of action.   On the flip side, there are many phrases that reinforce our desire to learn more about events.  The Met Gala was a top queried topic for two days in a row to start off the month. Two horse races and two car races also made the daily top 3 in May - another sign that these annual events are reestablishing their hold on our attention like they did before the pandemic. Lastly, we cannot ignore that the tragic mass shooting events in both Buffalo and Uvalde, TX drove people to Google to learn more. Both events claimed the top queried phrases on the days they occurred and we’ll analyze what Google Trends reported on May 14th and 24th.   Five Wonderful Holidays In Month Number 5 Holidays always propel search volume from users seeking more information about the day.  Here are the top 5 from May: May the 4th be with you - 5/3/2022 - 500,000+ queries Cinco de Mayo - 5/4/2022 - 2,000,000+ queries Mother's Day - 5/7/2022 - 10,000,000+ queries Happy Mother's Day - 5/8/2022 - 2,000,000+ queries Memorial Day - 5/29/2022 - 10,000,000+ queries  The unofficial Star Wars day starts the list on the 4th, even though Trends reported it on the 3rd.  Mother’s Day gets two appearances on our list. The one on the 7th was driven by clicks to a Google Doodle. Memorial Day finished off the month with a Doodle of its own. The team dug a little deeper into Cinco de Mayo since it also made the list.  Here’s the chart of search interest into this holiday over the last 5 years: With a dip in popularity in 2019, the topic has seen increasing search volume since then. AMP Agency wrote a blog post about Recalibrating Cinco de Mayo with information about the holiday and how we as marketers can promote celebrating the holiday responsibly.  This notion may be driving some increased search interest in the holiday as people seek more information about it.   Top Queried Video Entertainment It was a low month for the number of film titles or TV shows making the daily top 3 in May 2022.  Here are the three queries that made it. Dr Strange - 5/5/2022 - 2,000,000+ queries Stranger Things season 4 - 5/26/2022 - 2,000,000+ queries Fantastic Beasts - 5/30/2022 - 200,000+ queries The latest installment of the Marvel movie franchise was released near the beginning of the month. We don’t think Dr. Strange will be the subject of the biggest money making film of the summer.  That honor, we predict, will go to Thor. Check out this prediction and more in our Summer 2022 Trends report. The long awaited Stranger Things Season 4 debuted on May 27th and Fantastic Beasts: The Secrets of Dumbledore started streaming on the 30th.   Met Gala After a cancellation in 2020 and a delayed to September event last year, The Met Gala returned to its typical May timeframe and drove users to see the latest in haute couture. Met Gala 2022 - 5/1/2022 - 1,000,000+ queries Met Gala 2022 - 5/2/2022 - 5,000,000+ queries Comparing the daily query numbers to years past, the 5 million plus reported on May 2nd is the largest of the past 4 years.  This event’s popularity has hit a new high if we use search volume as our measure.   News Items Since there were a large number of queries for news items, we decided to include this list in our report for May 2022. Buffalo - 5/14/2022 - 2,000,000+ queries Shooting - 5/14/2022 - 500,000+ queries Monkeypox - 5/18/2022 - 2,000,000+ queries Texas school shooting - 5/24/2022 - 10,000,000+ queries News - 5/24/2022 - 2,000,000+ queries Mona Lisa - 5/30/2022 - 200,000+ queries Johnny Depp Verdict - 5/31/2022 - 5,000,000+ queries Looking at this list, the majority of the topics are horrific.  Note that the same day of the Robb Elementary School shooting, the second most queried phrase was “News”.  We are not sure if that is an accurate query report or a glitch in the Daily Trends reporting but we present the data as we recorded it. There was an attempt to vandalize The Mona Lisa painting on the 30th and the verdict of the Johnny Depp/Amber Heard trial was handed down on the 31st.   Keywords Related to US Politics Along with News Items, topics aligned to the world of US Politics were also a popular category of queries: Roe v. Wade - 5/2/2022 - 5,000,000+ queries J. D. Vance - 5/3/2022 - 500,000+ queries Jen Psaki - 5/5/2022 - 500,000+ queries Pennsylvania primary - 5/17/2022 - 1,000,000+ queries Madison Cawthorn - 5/17/2022 - 1,000,000+ queries Beto O'Rourke - 5/24/2022 - 1,000,000+ queries The keyword with the most search volume of this list is Roe v. Wade, which was queried because of a leaked draft opinion that suggests the court will overturn the 1973 decision. It is reported that a decision will be made in June 2022 so we will report on what Google Trends published in our next report.   Crypto Collapse We can mark May 2022 as a month where the value of cryptocurrency took a tumble. Luna crypto - 5/10/2022 - 200,000+ queries Coinbase - 5/10/2022 - 200,000+ queries Bitcoin - 5/11/2022 - 500,000+ queries Each of these phrases is related to a drop in the value of these coins/companies.  We will continue to monitor the trends related to this subject in the months ahead.   NBA Playoffs and Finals The NBA playoffs has been a hot topic throughout the month of May 2022.  Here we present only the phrases that received 1 million queries or more that are NBA related - there are 19 of them: Warriors vs Grizzlies - 5/1/2022 - 1,000,000+ queries Celtics - 5/9/2022 - 1,000,000+ queries Warriors - 5/9/2022 - 1,000,000+ queries Warriors - 5/11/2022 - 1,000,000+ queries Miami Heat - 5/12/2022 - 1,000,000+ queries Celtics - 5/13/2022 - 2,000,000+ queries Warriors - 5/13/2022 - 1,000,000+ queries Suns - 5/15/2022 - 2,000,000+ queries Celtics - 5/15/2022 - 2,000,000+ queries Celtics - 5/17/2022 - 2,000,000+ queries Dallas Mavericks - 5/18/2022 - 1,000,000+ queries Celtics - 5/19/2022 - 1,000,000+ queries Celtics - 5/21/2022 - 1,000,000+ queries Warriors - 5/22/2022 - 1,000,000+ queries Celtics - 5/23/2022 - 1,000,000+ queries Celtics - 5/25/2022 - 1,000,000+ queries Warriors - 5/26/2022 - 2,000,000+ queries Celtics - 5/27/2022 - 1,000,000+ queries Celtics - 5/29/2022 - 2,000,000+ queries Trying to stay objective here, but as Celtics fans, we’re totally caught up in the search interest of this topic this year.   What We Call Soccer What the rest of the world calls football is popular here in the States, at least from a search perspective. Real Madrid vs Man City - 5/4/2022 - 1,000,000+ queries Liverpool - 5/14/2022 - 500,000+ queries Liverpool - 5/22/2022 - 500,000+ queries Champions League - 5/27/2022 - 2,000,000+ queries Argentina vs Italy - 5/31/2022 - 500,000+ queries Since the World Cup is scheduled for November of this year, we predict that month will be filled with football-related queries. You have been warned.   Horse Racing With in-person sports events back to full capacity, the query volumes for the famous horse races in May have recovered: Kentucky Derby 2022 - 5/6/2022 - 5,000,000+ queries Kentucky Derby 2022 horses - 5/6/2022 - 500,000+ queries Preakness 2022 - 5/20/2022 - 1,000,000+ queries We found it interesting that there was a specific keyword about the horses in this year’s Kentucky Derby. Then again, with online gambling becoming legal in more states, this instance may not be so surprising.   Car Racing Not just horses but also cars, racing was popular in May 2022. Miami Grand Prix - 5/8/2022 - 200,000+ queries Indy 500 - 5/28/2022 - 1,000,000+ queries The Formula One Miami Grand Prix had its debut and the Indy 500 had its 106th running this year.  Again, with people back in the stands, these events have regained their search popularity.   Odds & Ends Finally - we present this category of phrases that we felt were worth showcasing in our report but didn’t fit nicely into an established category: Jif peanut butter recall - 5/21/2022 - 1,000,000+ queries Most times, we are excited to see food related queries make the daily top 3 in Google Trends. Um, not this month. Lunar eclipse - 5/15/2022 - 2,000,000+ queries The Lunar eclipse spurred people to seek more information about the astronomical event. ATOLL - 5/29/2022 - 500,000+ queries We weren’t sure what to make of this query when we saw it on Google Trends but with some investigation, we found that this word was the solution to Wordle 345.  We guess that people hadn’t seen that word before and didn’t know what it meant (a ring-shaped island). We think it is fitting to end this report of the 5th month of 2022 with a 5 letter word.  Wait a minute - how did we end April 2022? Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

Breaking Down How Might We (HMW) Questions

If you’re curious, the “How Might We…” (HMW) framework for creative problem solving originates back to the work of Sidney J. Parnes, Ph.D, in his Creative Behavior Guidebook published in 1967. Dr. Parnes referred to the framework as “Invitation Stems” or “How Mights”. Dr. Parnes' work also led to the additional questions of “How might I?”, “How might you?”, “How might our team?”, and “How might our customers?”. Today, HMW remains one of the most powerful tools for kicking off a process of “challenge mapping.” “How might we…” is the kind of question that lacks hard requirements at first and can feel unanswerable. However, if you get the right people engaged, the answers that surface will lead to progress.    How does AmpXD tackle HMW Questions? We start by making sure that the whole team understands the question and starts on common footing. Some follow up questions may be necessary. Have we answered an HMW question like this for other clients or internally at AMP?  Can we rely on past experience or will the answer require us to build from scratch?  What perspectives will be required to generate the right answer? Engineering? Design? Content? Business objectives? Next, we assemble the team. The best HMW teams represent all who stand to benefit from the answer as well as those who could help us get there. They are a cross section of the organization as well as users, customers, and subject matter experts. Whether you use an agency like AMP or decide to go it alone, there are a few key attributes that each team member must have. Each team member needs to be open, have broad and relevant expertise, and be fearless about sharing ideas and opinions in public.  The last consideration for a successful outcome is access. The team will need access to: One another Leadership  Information Insight into what is possible.    Now that the team is assembled, what can we expect? Answers! If you’ve done the work to fully understand the question, assemble the right team, and provide access to resources, you can expect progress. Once we have a set of answers to our HMW question, we can start to sift for the right one.  Each answer must be measured against cost and timeline estimates. If you’ve come to the right answer, everyone will know it. If you don’t find the right answer, often you’ll be left with a new, better HMW question to work with. 

AMP Agency Predicts Top Summer Trends of 2022

  AMP Agency’s Top Trends of Summer 2022 Predictions Report   AMP Agency has published a report as a part of their Search Insights service. This report is available for download and provides audience insights to help inform your marketing and business decisions for the coming season.   AMP Agency’s VP of SEO John Krochune thinks that search interest is a strong indicator of future trends.  “My team and I dive deep into historical search query data, using a variety of tools, to uncover trends. I think this public set of audience data is being underutilized in marketing and we are publishing this report to provide a wealth of information that other sources may not provide.”   The Top Trends of Summer 2022 report has insights on 40 topics across 8 different categories including travel, fashion, and entertainment.  The data presented in the report is pulled straight from Google’s Keyword Planner (US only) and is paired with our analysis of why we think the topic will increase in popularity this summer.   Download our Summer Trends report and learn more about our hot predictions for this coming season.

How To Overcome The Challenges of Responsive Search Ads

Summary of Changes Starting on June 30th, 2022, Google will begin their sunset of Expanded Text Ads (ETAs) in favor of their dynamic offering, Responsive Search Ads (RSAs).  Existing ETAs in advertiser’s accounts will continue to serve, but will no longer be editable and new ad units won’t be allowed to be created.  Google continues to roll out  changes to their platform with a big focus on automation, and this update is no different.  Google cites 15% of search queries every day are new searches never seen before.  The response to this consumer behavior is to leverage machine learning; to reach searchers with the most relevant ad at the right moment.   Challenges Advertisers Will Face As with any update Google makes, the biggest thing us as advertisers need to keep in mind is how it affects us and our clients. Listed below are a few things I believe need to be kept in mind as we approach June 30th:   Lack of Control: As a standard with changes related to automation, the largest impact seen from the sunset of ETAs is the lack of control offered by their RSA counterparts. While advertisers still have control over the headline and description line inputs, the order in which these appear are left to Google to decide (there are options to pin headlines and description lines to certain slots, but this is recommended to be done in moderation). This can be detrimental to multiple advertisers, such as ones who have proven having a price point in their ads improves performance.  With this change, the price point is harder to guarantee to show.   Lack of Transparent Reporting: Reporting for RSAs still leaves a lot to be desired.  Google does offer suggestions on how to improve your ad strength and even offers you ideas (although in my experience, the ideas offered are relatively weak). However, the big piece of the puzzle that’s missing is the lack of insight into what combinations of headlines and description lines perform the best. This can often make copywriting feel a bit like a shot in the dark, where we generate headlines and description lines we think work well but ultimately can’t prove out their efficiency. Example of some of the ideas Google offers to improve ad strength   Difficulty With A/B Testing: Finally, the ease of ad copy A/B tests will ultimately take a hit.  With ETAs, ad copy tests were arguably the easiest and quickest tests to set up. We take two ads, tweak an input, and then compare the results after reaching statistical significance. With RSAs, this is still possible, but a bit more cumbersome. A/B testing RSAs will require all inputs to be pinned (more on this later), which can lead to poor ad strength labels from Google. We know ad strength is a factor in Quality Score, so testing like this could ultimately lead to detrimental performance. Potential Workarounds Google leaving in the ability to pin headlines and description lines to certain slots is ultimately a lifeline to folks who still want control of placement in their ads.  A few things that can be done to back some control with RSAs:   Pinning All Headlines and Description Lines:  Utilize all headlines and description lines, but pin each input to a specific slot. Imagine an ad with all 15 headlines and 4 description lines being utilized; we pin 5 to each headline slot and 2 to each description slot. What we’re left with is essentially a hybrid between an ETA and an RSA.    Pinning 3 Headlines and 2 Description Lines: Create an RSA with exactly 3 headlines and 2 description lines, pinning each input to a unique slot. This is essentially an ETA with extra steps. However, both workarounds have their drawbacks. Keep in mind that a few factors that go into ad strength are the number of headlines and description lines used, and the number of pinned headlines used. So while the above scenarios might be effective in keeping some element of control when generating ad copy, it might not be worth the hit to Quality Score potentially seen.   What’s Next? From Smart Shopping in 2018 to the phrase/BMM match type change in 2021 to the ETA sunset in 2022, Google has shown that they’re marching forward towards an advertising landscape that fully embraces automation.  I don’t think this is an inherently bad thing; as Google mentions, we live in an ever-evolving digital landscape that’s very difficult to keep up with.  Automation simply makes different facets of our industry easier to manage. It’s difficult to speculate what the next big thing on the docket is for automation, but my gut feeling is telling me that extensions could be the next feature to be impacted.  We already have automated extensions, which I almost universally disable, but I envision a world where manual inputs for extensions are sunset.  The ETA sunset has shown that Google believes ad copy to be an area where automation is important, so why not embrace it with ad extensions? Dynamic extensions settings are already hidden within the Google Ads UI; could they become mandatory to opt into in the future? In the short term, I wouldn’t be surprised if Google completely does away with pins in RSAs, or at least limits the number of pins allowed per RSA.  Ultimately, the ability to pin headlines and description lines makes the RSA change a sort of moot point, as us advertisers have the ability to make a static ad unit. Automation isn’t an inherently bad thing.  It may be frustrating as an advertiser to lose a grip over things we’re accustomed to having full control over, but ultimately these changes are made to make our jobs easier and to make our ads more relevant to our audience.   

AMP Agency Acquires Genome

AMP Agency, a full-service digital marketing agency, has acquired Genome, an award-winning digital innovation, transformation and product development company. The addition of Genome will further AMP’s strategy to advance technology-enabled innovation and grow internationally. “Our technology practice has become a valuable resource for clients. It was clear from the start that Genome would bring necessary skill sets, so the acquisition felt natural. The addition of the Genome team’s expertise and its capabilities take our offerings to a new level.” said Michael Mish, President of AMP Agency Genome CEO Matt Fitz-Henry will serve as senior vice president of technology for AMP Agency, with the primary objective of building innovative technical solutions for clients. Genome’s Executive Vice President and General Manager Nate Herr will serve as senior vice president, technology services.   Read the full press release here.

Google Trends Search Insights April 2022

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Top Trending Keywords - April 2022 Overview Last month, we only had one phrase that was queried over 10 million times, according to Google Trends. We’re not sure if “April Showers brings less Unified Search Interest” is the new hip saying but you’ve read it first, for sure.We did see queries across the typical topics: Entertainment, Holidays, Politics.  We’ll delve into all of those phrases.  Oh yeah, and a billionaire decided to buy a social network so we’ll examine the timeline of that topic. Finally, since there were so many and they were spread over five distinct subcategories, we are doing a deep dive into the keywords related to sports.  Those live events certainly capture the attention of Google users.   Climate Change Awareness In coordination with Earth Day, Google changed their logo with a Doodle that linked to search results for the following phrase: Climate Change - 4/21/2022 - 10,000,000+ queries SInce the inception of Google Trends, the search interest for this phrase has never been as high as it was last month. Google has used its Doodle program to bring attention to other topics in the past. We wonder if search interest in this topic will continue to increase in future months and years.   No One Was Slapped At The Grammys After we reported that Will Smith broke Google Trends in March 2022, the AMP team thought there may be a spike in interest in other awards shows. Check out the phrases attached to the Grammys: Grammys 2022 - 4/2/2022 - 2,000,000+ queries Olivia Rodrigo - 4/3/2022 - 2,000,000+ queries The awards show received a respectable number of queries and congrats to Olivia Rodrigo on her wins.  Let’s look at the historical data for this awards show: Looking at the past five years, the search interest in this year’s Grammys was a part of a downward trend.  There appears to be no effect from the Oscars.  We do like the small spike in the chart that is connected to when nominees are announced.   Top Movie Queries Last Month What films drove people to search in April 2022?  Here’s the list we collected: Doctor Strange 2 - 4/6/2022 - 200,000+ queries Sonic 2 - 4/7/2022 - 500,000+ queries Thor: Love and Thunder - 4/18/2022 - 1,000,000+ queries Don't Worry Darling - 4/27/2022 - 500,000+ queries The only phrase that is attached to a movie that premiered in theaters from this list is “Sonic 2”.  The rest are associated with a trailer that was made available online. If interest in a trailer is high, we feel that it’s a good indication that anticipation for the film is high.   Bonus query - the final episodes of the Netflix series Ozark were made available on the 29th: Ozark - 4/29/2022 - 500,000+ queries   Holidays And Natural Occurrences Interest in holidays is strong and we typically see the most popular holidays get queried on the day they occur or when the celebration starts.  Here are the phrases that we collected last month: Passover - 4/14/2022 - 200,000+ queries Happy Easter! - 4/17/2022 - 1,000,000+ queries Earth Day - 4/21/2022 - 1,000,000+ queries It’s clear that the Google Doodle related to climate change dwarfed the search interest in Earth Day.  In this five year view, the interest is in a bit of a down trend. The spike in the middle of the chart shows that search interest was at its highest in April 2020. Some people may not think it’s a great holiday but Tax Day in the US was on the 18th this year and here was the phrase associated with that day: TurboTax - 4/18/2022 - 1,000,000+ queries Procrastinators unite!  Or not. Or whenever you get to it. We saw that the full moon in April drove people to search and another weather related query made the daily top 3: Full moon April 2022 - 4/14/2022 - 200,000+ queries Severe thunderstorm warning - 4/11/2022 - 200,000+ queries Winter is officially over - we did not see any Winter Storm Warning queries in April!   Politics As Usual We had a few queries related to politics, both domestically and abroad, that made our collection from last month: Senator Dianne Feinstein - 4/14/2022 - 200,000+ queries Rudy Giuliani - 4/20/2022 - 500,000+ queries Madison Cawthorn - 4/22/2022 - 200,000+ queries French election - 4/23/2022 - 1,000,000+ queries Sen. Dianne Feinstein made the list because of news stories that she is no longer mentally fit for Congress.  Rudy Giuliani made an appearance on The Masked Singer TV show, which was spoiled back in February.  The North Carolina congressman made headlines on the 22nd and the presidential election in France captured enough attention of the US audience that it was queried over a million times on the 23rd.   Elon Musk  Not sure if you’ve heard but Elon Musk announced that he was going to buy Twitter and then had his offer accepted - all in the month of April 2022. Elon Musk - 4/4/2022 - 500,000+ queries Elon Musk - 4/25/2022 - 5,000,000+ queries At the time of this writing, the deal has not been finalized but all of AMP is watching closely to see what changes may come to this social media platform and its ads policies.   Just a Month About Sports Since people have been allowed to watch events in stadiums and arenas, sports-related searches are back with a vengeance. We did see a dip in the number of phrases that had sports intent between April 2020 through the summer of 2021.  Last month, we saw a good number of phrases that could be grouped to tell a few stories. Check out the timeline of the NCAA Basketball Tournaments: Final Four - 4/1/2022 - 1,000,000+ queries UConn women's basketball - 4/1/2022 - 500,000+ queries Duke - 4/2/2022 - 5,000,000+ queries Duke vs UNC - 4/2/2022 - 2,000,000+ queries UConn women's basketball - 4/3/2022 - 1,000,000+ queries NCAA basketball - 4/4/2022 - 5,000,000+ queries The Masters were back in a big way thanks to Tiger Woods and newcomer Scottie Scheffler.  See how people searched over six days in April: Tiger Woods - 4/5/2022 - 500,000+ queries Masters leaderboard - 4/6/2022 - 2,000,000+ queries Tiger Woods - 4/7/2022 - 1,000,000+ queries Scottie Scheffler - 4/8/2022 - 1,000,000+ queries Scottie Scheffler - 4/9/2022 - 2,000,000+ queries Scottie Scheffler - 4/10/2022 - 2,000,000+ queries Did you know European Football is popular in the US, at least from a search perspective? Check out this list of league and team names: Champions League - 4/5/2022 - 500,000+ queries Real Madrid - 4/6/2022 - 1,000,000+ queries Europa League - 4/7/2022 - 500,000+ queries Liverpool - 4/10/2022 - 500,000+ queries Read Madrid - 4/12/2022 - 1,000,000+ queries Man City - 4/13/2022 - 200,000+ queries Liverpool vs. Man United - 4/19/2022 - 500,000+ queries Liverpool - 4/24/2022 - 200,000+ queries Champions League - 4/26/2022 - 1,000,000+ queries Real Madrid - 4/26/2022 - 200,000+ queries Real Madrid - 4/30/2022 - 200,000+ queries NBA playoffs kicked off in April 2022 and the queries related to it rolled from the 13th through the 29th: Pelicans - 4/13/2022 - 500,000+ queries Hornets - 4/13/2022 - 500,000+ queries Clippers - 4/15/2022 - 500,000+ queries Hawks - 4/15/2022 - 500,000+ queries Warriors - 4/16/2022 - 1,000,000+ queries Timberwolves - 4/16/2022 - 500,000+ queries Bulls - 4/17/2022 - 500,000+ queries Suns - 4/17/2022 - 500,000+ queries Warriors - 4/18/2022 - 1,000,000+ queries Bulls - 4/20/2022 - 1,000,000+ queries 76ers - 4/20/2022 - 500,000+ queries Miami Heat - 4/22/2022 - 200,000+ queries Celtics - 4/23/2022 - 2,000,000+ queries Bulls - 4/23/2022 - 500,000+ queries Pelicans - 4/24/2022 - 500,000+ queries Jimmy Butler - 4/24/2022 - 200,000+ queries Celtics - 4/25/2022 - 2,000,000+ queries Warriors - 4/27/2022 - 1,000,000+ queries Joel Embiid - 4/28/2022 - 1,000,000+ queries Memphis Grizzlies - 4/29/2022 - 1,000,000+ queries Lastly, American Gridiron Football made some appearances in the daily top 3. The first phrase being a new league and the NFL draft. USFL - 4/16/2022 - 1,000,000+ queries NFL Draft - 4/27/2022 - 5,000,000+ queries 2022 NFL Draft - 4/28/2022 - 2,000,000+ queries Phew - that was a lot but each subsection had its own little journey.  You could see how the NBA playoffs are unfolding by just reading through the top queries.  Go Celtics! Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

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