1: What is contextual Advertising?

 

ANSWER: Is a form of targeted advertising where ads are displayed based on the content of the webpage or digital environment in which they appear. Instead of focusing on user/citizen personal data or browsing history, as with behavioural advertising (3rd party browser cookies), Crumbless contextual advertising aligns ads with the content that the user is currently viewing.

 

For example, if a user is reading an article about an electric vehicle, they will see display banner ads about electric vehicles, (Tesla, Lexus, BYD) along-side that specific piece of content in the form of display banner ads. The idea is that the content the user is engaging with provides context that indicates what they might be interested in at that moment, making the ads more relevant and less intrusive.

 

2: What is the Crumbless Contextual Plugin?

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ANSWER: At this stage in time the plugin is a proof of concept (POC). This enables the Crumbless team to showcase live demos to prospective clients thus providing a glimpse of what will be whilst working on building the minimal viable product (MVP). 

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The plugin is an intelligence tool that sits above Google Ad manager, providing you with the latest keywords, resonance ranking and your brand persona to use as part of your Google Ads campaign.  

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The Crumbless AI, algorithm analyses 98% of UK domains to match the data sourced from the webpage URL you used in the tool to match your ads with the most relevant keywords to use for your Google Ad campaign.

 

2: What does metrics mean in advertising?

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ANSWER: Click-Through Rate (CTR): The percentage of people who click on an ad after seeing it. It’s calculated as (Clicks / Impressions) × 100.

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Conversion Rate: The percentage of users who take a desired action (like making a purchase or signing up) after clicking on an ad. It’s calculated as (Conversions / Clicks) × 100.

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Cost Per Click (CPC): The average amount paid for each click on an ad. It’s calculated as (Total Cost of Clicks / Total Clicks).

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Cost Per Acquisition (CPA): The average cost to acquire a customer or achieve a conversion. It’s calculated as (Total Cost of Campaign / Number of Conversions).

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Return on Ad Spend (ROAS): Measures the revenue generated for every dollar spent on advertising. It’s calculated as (Revenue / Cost of Ads).

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Impressions: The number of times an ad is shown to users, regardless of whether it’s clicked.

Engagement Rate: The level of interaction users have with an ad, such as likes, shares, or comments, often expressed as a percentage.

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Bounce Rate: The percentage of users who click on an ad but then leave the landing page without taking further action.

 

 

3: Does the Crumbless Contextual Tool have functionality with other platforms, not just Google Ads?

 

ANSWER: At this moment in time the Crumbless Contextual plugin is at the proof of concept (POC) stage and only has functionality/integration with Google Ads. We do have plans as the tool develops for integration with other platforms such as Meta, Shopify, Bing, Amazon and Microsoft.

 

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4: Low/High resonance, what does that mean and look like?

 

ANSWER: High resonance" and "low resonance" refer to how well the ad content resonates or connects with the target audience. This connection is often measured by engagement metrics such as click-through rates, shares, likes, conversions, and overall effectiveness in achieving the ad's goals.

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A screenshot of the Crumbless Contextual Plugin displaying HIGH resonance “Mid-Tail” keywords to use as part of your Google Ad campaign. 

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High Resonance: Strong Connection: A digital ad with high resonance effectively captures the attention of the audience and elicits a strong emotional or cognitive response. The ad's message, visuals, and overall content are highly relevant to the audience, leading to greater engagement.

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High Engagement: Ads that resonate well often see higher engagement rates. This can include more clicks, shares, comments, and other interactions. The ad is memorable, and the audience is more likely to take the desired action, such as making a purchase, signing up for a newsletter, or visiting a website.

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Positive Perception: High resonance means that the audience finds the ad appealing or relatable. This can enhance the brand's image and foster loyalty among customers.

 

Low Resonance:

Weak Connection: A digital ad with low resonance fails to capture the audience's attention or evoke a significant response. The content may not align with the audience's interests, needs, or values, leading to minimal engagement.

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Low Engagement: Ads with low resonance typically see lower engagement rates. The audience might scroll past the ad without interacting, resulting in fewer clicks, shares, or conversions.

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Neutral or Negative Perception: When an ad does not resonate well, it might be perceived as irrelevant, annoying, or even intrusive. This can lead to a negative impact on the brand's reputation and potentially turn off potential customers.

 

Factors that Influence Ad Resonance:

Targeting: How well the ad is targeted to the right audience segment plays a crucial role in its resonance. Poor targeting can lead to low resonance, even if the ad content is strong.

 

Creativity and Message: The creativity, messaging, and emotional appeal of the ad content are key to creating high resonance. Ads that tell a compelling story or align with the audience's values tend to resonate more.

 

Relevance: Ads that are relevant to current trends, cultural moments, or the specific needs of the audience are more likely to resonate

 

5: Do you have an example of an Ad that achieved high resonance?

 

ANSWER: Nike’s "Just Do It" Campaign

 

Context: Launched in 1988, this campaign has become synonymous with Nike’s brand identity.

 

Why It Resonated:

Universal Appeal: The slogan "Just Do It" is simple yet powerful, resonating with people from all walks of life, encouraging them to push their limits regardless of the obstacles.

 

Emotional Connection: The campaign featured stories of athletes who overcame significant challenges, which connected deeply with audiences on an emotional level, inspiring them to pursue their goals.

 

Consistency and Longevity: The consistent use of this message across various ads and contexts has made it an enduring part of popular culture, reinforcing its resonance over time.

 

6: What does sentiment mean when talking about AI in advertising? 

 

ANSWER: Sentiment refers to the emotional tone or attitude expressed in the text, images, videos, or other content used in ads. AI systems analyse this sentiment to understand and predict how the content will be received by an audience, allowing advertisers to tailor their messages more effectively.

 

Key Aspects of Sentiment in AI Advertising:

 

Sentiment Analysis: Crumless AI tools use natural language processing (NLP) and machine learning algorithms to identify and categorise emotions in the content. These sentiments are usually classified as positive, negative, or neutral.

 

Personalisation: By understanding sentiment, AI can help create personalised ads that resonate with specific audiences based on their emotional responses or preferences.

 

Targeting and Optimisation: Advertisers use sentiment analysis to optimise their campaigns by identifying which types of content generate the most positive responses. This helps in refining the messaging, choosing the right tone, and improving the overall effectiveness of the campaign.

 

Real-time Adjustments: AI can track sentiment in real-time, enabling advertisers to adjust their strategies on the fly, such as modifying content that is not performing well or amplifying content that is receiving positive feedback.

 

Brand Reputation Management: Sentiment analysis helps brands monitor how their ads and messages are perceived, allowing them to address any negative sentiment quickly and maintain a positive brand image.

 

7: How do you know which keyword is the most popular and how can I measure that.

For example in Decemeber, “Xmas” would be a popular keyword in which you would look to use as part of your Google Ad campaign but how can I confirm that with data?

 

ANSWER: Search volume is a metric used to measure how popular keywords are. This helps an advertiser to make informed decisions around keyword usage as part of their campaign thus saving waste and money. The Crumbless Contextual Tool essentially works as a search volume metric by providing you with the latest keywords trending based on the data sourced from the URL used.
 

8: Does the Crumbless tool work in other languages apart from English?

 

ANSWER:  Yes, the Crumbless AI algorithm has been built to work with all European and Asian languages.

 

9: What the difference between the Crumbless plugin and Google, Performance Max?

 

ANSWER: The most apparent issue with Performance Max is that it requires first-party data to function and requires a lot of setting up. The number of assets required include, page feeds, customer labels and audience signals with Google recommending you set higher budgets using Performance Max campaigns. In certain networks such as the display ad network the cost per click may be lower than in the Search Network which can lead to a lower overall cost per conversion. In some cases this can have the opposite effect and you may lose your budget on channels that do not bring you any conversions. 

 

 The Crumbless Contextual plugin excels in effectiveness by prioritising the user's mindset,   context, brand persona, keywords and resonance, making it superior to Performance Max   which only focuses on two factors, behaviour and trends with limited reporting, limited search   terms report and a limited placement report. The Crumbless plugin sits above Google Ads with full integration with Google Ads thus having the ability for full reporting. 

 

 Marketing managers often have heavy workloads. Ensuring ease of use is essential for a   positive user experience workflow and efficiency. The Crumbless plugin simplifies the process   into three easy steps, as outlined below:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 Step 1: Enter campaign name       Step 2: Enter brand URL      Step 3: Keywords provided

 

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 Brand campaigns

 Since Performance Max campaigns do not use keywords, it is not possible to bid on specific   terms. As a result, it is not feasible to have Performance Max campaigns that focus solely on brand   searches.