In our on-demand webinar ‘How Business-to-Business Advertising Works‘, we explore the world of advertising, sharing how marketers can make their advertising even more effective, from building a brand to running search ads. We will share:
- How advertising has changed
- The key theories that matter
- How to use the theory to make better adverts
- Why great adverts worked
- Review of modern industrial ads
Register to view our webinar on demand by clicking here, and why not get in touch to let us know if our insights helped you.
Napier Webinar: ‘How Business-to-Business Advertising Works’ Transcript
Speakers:Â Mike Maynard
Hi everyone, and welcome to the latest Napier webinar. We’ll just give it a couple of minutes as people join and get started fairly quickly, talking about B2B advertising.
Okay, so I see a few more people have joined. I think it’s probably time to get started with the webinar. First thing to say is, if you have any questions, if you can put them into the chat as we go through, and then what I’ll do is I’ll address the questions at the end of the webinar, but it’d be great if things crop up as we go through, if you could just highlight them in the chat so we can then address them as soon as we finish the webinar.
So we’re gonna talk about B 2 Advertising Secrets. This is a slightly longer webinar than we normally do. We’re normally aiming for about 20 minutes. This is probably gonna last about 30 but there’s quite a lot to cover in terms of B2B advertising. So if we look at the agenda, we’re going to cover the history of advertising. We’re going to look at some marketing theories. We’re going to look at, you know, really, I guess, what was the original Golden Age of advertising, the age of madman in the 1950s and then what we’re going to do is try and look at some of the science of actually creating an ad campaign. In fact, we’re going to ask whether it’s a science or whether it’s an art to create a campaign. I’ll provide you with some frameworks which will help you develop ads in the future, and we’ll give you some examples of how people have used those frameworks, and indeed, how people have created some other ads. And lastly, we’ll have a brief discussion of what we can expect from an advertising campaign. And I think that’s very important, because we have to be realistic about what can be achieved and what is unrealistic.
So what is advertising? Well, Wikipedia said it’s the practice and techniques employed to bring attention to a product or service. But this is a hugely wide definition. This really is marketing as opposed to advertising, in my opinion. And so what we’re going to talk about with advertising is we’re going to look at paid promotion. So this is particularly where you’re creating something and then paying to have it displayed. And I think this is generally what people think of as advertising. Now, advertising isn’t new, if we have a look. You know, way back when, in ancient Greece and Rome, you know, papyrus was used to highlight lost and found items. You know, in the 1670s people started printing flyers and price lists were called a dangerous practice. Back in the 1670s people didn’t approve, necessarily, of sharing your pricing publicly. They thought you should always negotiate it. In 1840 the first advertising space broker. So probably the first agency came into being where someone was selling advertising space, so paid space. But you can see it’s taken a long time to really evolve, and then things start speeding up. So 40 years later, people started using slogans, the first slogan being good morning. Have you used pairs? So probably not the greatest advertising slogan ever, but certainly the first. We then started seeing people using behavioralism 40 years later, so trying to, you know, basically generate emotion as part of their ads. That was a big change in advertising. And at the same time we saw radio advertising come into being. Well, at least we saw radio advertising come into being in places like the United States. Interestingly, because of the UK’s British Broadcasting Corporation, we didn’t get radio ads until 1972 so you know, what’s that just about 50 years ago, that radio ads have actually been in the UK. So a relatively short period of time, in 1934 there started to be more academic research, and there was a launch of the American Marketing journal. So a lot more research around advertising and marketing.
Interestingly, as we’ll see later, a lot of the theories predate the first marketing journal. 1941 was the first TV ad. 1978 was your first spam email. 1994 was the first banner ad, and you can see not the most beautiful banner ad in the world. Search advertising didn’t actually happen until 1997 so here, you know we’re looking at some. Um, you know, a little over 25 years ago, and social media advertising, sorry, and Google AdWords launched in 2000 and then social media advertising, we didn’t see that until even more recently. So not until 2006 for the first social media ads.
So I’m although I think a lot of people listening will be very active on social with ads. You know, probably a lot of us with B2B will be active on LinkedIn. Actually, this is something that’s only existed for less than 20 years, so quite new technology. But the reality is, is the channels are new, but the theories are old. And so here we have David Ogilvy on the left, probably the one of the most famous advertising experts, and John Wanamaker, you know, David Ogilvy, you know he’s actually, you know, quite old, died last century in 1999 and John Wanamaker, who was one of the most famous people, famous, I think, particularly for saying that half of my advertising Budget is wasted. But I don’t know which half. You know, he died over 100 years ago. So a lot of these theories are very old. And if we look at them, you know, the theories developed from, you know, a theory of, basically advertising is about getting attention, so it’s fundamentally like shop signs by here. Then people started thinking about conditioning. So, you know, the Pavlovian response. They started looking at the impact of repetition. Then ads became very rational, so rational arguments, and then finally ads became emotional. And really, in terms of advertising science, we haven’t seen a huge transition in the underlying theory.
Since then, we’ve seen a massive change, as we saw earlier, in terms of channels, but very little in terms of advertising theory. So let’s have a look at some of these advertising theories, some of them, I guess you’re probably using today. So the first one is the ADA model, so awareness, interest, desire and action credited to a guy called East and Elmo Lewis, fantastic name, and he came up with this theory in 1898 so, you know, way before all these modern channels. And he talked about, you know, getting attention or attracting attention, maintaining interest and creating desire. And then later decided to add action, which created this four step funnel that a lot of us still use today. But as I say, was built a long time ago. In 1970 there was a lot of work on repetition, and Daniel berline really the expert on this, and he came up with this curve here, which basically says that the more you repeat something, the more likely people are to be aroused, as he put it. So that’s to get interested, and therefore, ultimately, to remember it until you get to a point. And then after a point, you will actually see that performance drop off as you overdo the repetition. And so he’s, you know, the person who really came up with this concept of of wear out. So he said increasing frequency increased liking. So this is the wear in bit. But eventually we get bored and we get wear out. Now I would argue all this is an interesting theory, very few B to B brands get the kind of frequency that’s going to get anywhere close to wear out. So I think we are generally working on that upward slope on the left hand side, and more frequency generally means better results. This is one of the reasons why we see techniques like ABM working so well in business to business, because what it’s doing is not only personalizing, but it’s also increasing frequency to a more specific audience. So I think, you know, it’s an interesting theory, something to bear in mind, but probably less appropriate to B2B.
The thing we really need to know is we’re on that upward slope, and more frequency generates better results, so that wherein phase in 1984 was the very first customer journey in a book, oh, sorry, in a paper for Harvard Business Review. And then people started talking about touch points. And then in 1998 the very first customer journey map, which was a company at the time called Oxford corporate consultants who developed this customer journey map for Eurostar. Hence the name customer journey is stuck. Now there is some debate as to where this was the original customer journey map, but I just love the story that it was linked to a train journey and then has generated this kind of journey title. So I’m going to stick with Wikipedia, even though some people disagree.
So customer journey is newer, but it’s still not that that new. I mean, we’re still talking about something that’s that’s over 25 years old as a theory, and then, if we jump back. Back. You know, a lot of people look at this emotional side of advertising, and one of the classic models is Maslow’s hierarchy of needs. And there you can see things, you know, at the top level. So just to explain, you know, the idea behind Maslow’s hierarchy of needs is, if you can satisfy your lower levels, you can work at the top level. So the top level self actualization is things like in a consumer world, selling education or courses. But you need to feel good about yourself to actually go and spend money on sort of self actualization. So you need some esteem, and that might relate to say, luxury cars.
But if you don’t feel belonging, you won’t be able to build a steam. So you need to build belonging. And so something like Facebook is a classic belonging type. Brand. Belonging is hard to work on. If you feel unsafe and insecure, you’re not going to stay. You know, historically with with the tribe, if you feel very unsafe and in danger, so safety is more important. So selling insurance is fairly basic, and then physiological you’re down to things like food and drink. So the idea is, you build these things up, and generally, it’s true. You know, people with more money tend to spend their money at the higher end, so they feel like they’ve satisfied their physiological safety and belonging needs, and maybe they’re trying to meet their esteem need or self actualization. Now Maslow’s hierarchy of needs can be applied to B to B advertising. So self actualization, that might be something around environmental issues, people feeling good about themselves. Steam might be using a high end consultancy like McKinsey, belonging might be something like HubSpot, a brand that’s created a very strong, you know, culture of community safety might be something like IBM. Nobody ever gets fired for choosing IBM, arguably one of the great taglines of B to B marketing. But interestingly, working at a fairly low level, that safety level and physiological level. Hopefully we’re not marketing to people who need food and drink. So hopefully that’s not relevant
It is interesting. I think that, you know, one of the most famous lines really focuses at quite a low level. So people feeling insecure in their job and wanting to feel like they’re not taking a risk, and obviously, if you feel insecure, you’re not going to be activated by messages at a high level. There’s also another interesting thing, you know, I put this together and then did the research afterwards, which is clearly a bad idea, and one of these items is actually wrong. One of the companies doesn’t operate at the level, and I’ll talk a little bit about that when we analyze their advertising. The amazing. There’s also models about the differences of people. So one of them is the process communication model. It’s a great model. It says that people have different approaches. And I think it’s great because it says, you know, one of the groups is people who think they’re thinkers, and logic is their currency. That’s what they think about. It’s really important to know this is not the entire population. This is only a proportion of the population. And actually the reality is, is B to B, we quite often fall into that logic based argument. And so you know what I think we need to do is we need to make sure that we don’t just advertise to people who drive all their thoughts and all their decisions through logic, but what we do is we look at some of these other people. So you know, people who look at the world through opinions or emotions or things like that. We need to make sure that we’re when we’re communicating. We actually have a variety of communications, so we’ll appeal to a wider range of people. And obviously, you know, it is true that some industries will be more full of one type of person than another. And so, you know, as an example, thinkers, you know, really do dominate the engineering sector. And so that does argue that predominantly logic based ads are good to target engineers. However, if you look at, you know, marketing then quite often it’s rebels and promoters, so very different kind of person you need to advertise to, and logic is much less effective then. So we’ve looked at some theories here, and we’ve seen some of the things that underlie how B2B marketing works. Let’s look at a real case study, and I’m going to be the real case study so many, many years ago, I was given the job of choosing an FPGA vendor for my company. It was my first big project. It was super, super exciting. You know, I felt really proud that I’d been given the responsibility. I was learning a lot. My career was progressing, you know, it really at that high level of self actualization. And the company I chose at the time, I. Was Xilinx. And this is Xilinx is press release, which, even as an engineer, I’m going to admit, is undeniably dull. You know, for something that, for me, was a turning and pivotal point in my career.
The company that launched it was entirely logic based. It was undeniably dull. I would argue that in some ways, B2B, tech companies have got better at communicating things and better at moving away from purely factual releases. But I think the difference between the press release and how I’m feeling as someone who’s choosing the product is a really good example of where we can be just too dull and just too factual in ADS. So I know that some people from Napier listening, and they all think I’m really old, but let’s go back way before I was even born. So back to the late 1950s and David Ogilvy, as I mentioned, is probably the best known marketing expert and advertising copywriter, and he had an absolute classic style. And we can see here, you know, one of the most famous motoring adverts at 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock. And you can also see the David Ogilvy style, the picture at the top, the big headline, the sub headline, and then lots and lots of text. And he did lots of similar ads like this, so you could change the shock absorbers, and also every corporation should buy its president a rolls. Royce, so I’m hoping Napier’s going to buy me a rolls. Royce, I think that’s kind of unlikely. So it’s really interesting. He also looked at B to B advertising as well as advertising for Rolls Royces. So cover the whole gamut, and he actually created an ad which tells you how to create industrial advertising, which is amazing. There is a slight downside, though. I think, you know, the advertising advice is a little bit out of date. It was actually produced in 1974 probably wouldn’t work today. I mean, I think most people looking at this ad is going to, are going to say, I’m just not going to read this. And I think the world has changed.
So I’m David Ogilvy’s view is you should use logic in B2B prove your case. You should use case studies. Now, I think that’s still very valid. You know, testimonials and social proof is very important, and we see a lot of people using reviews as well in a similar way. He recommends engagement quizzes. I don’t think many people are doing that in their B2B ads at the moment, technical diagrams. A lot of people are still doing those. He strongly recommended including prices. Interestingly, in his ad for Ogilvy and Matha, he didn’t include prices, and went against his ad his advice. He said, You should concentrate and focus. I think that’s still good advice. He recommends smaller ads and two colors. I think the idea of, you know, two color ads to save money and cost has gone away with digital. And he was a strong believer in long copy. And I think looking at this, there are a few things that still work without doubt. Case studies are important. I think focusing and getting frequency on a smaller number of publications definitely produces better results. But, you know, just using logic, I don’t think necessarily is that effective anymore. And you know, some of the other things, like long copy, I think are very dated and not really suited to the world. So my message is, is that even though we’re going to talk about how to design great ads, today, advertising has changed dramatically. And from the heyday when advertising really made its money and people really believed it had an impact, it’s massively changed. And going back to this Rolls Royce, that I’m still hoping we get, modern advertising looks much more like this. It’s much more emotional. It’s, you know, much less direct, and certainly not into the massive, long copy. But there’s not a science. And in fact, if you look at the science, if you look at the research, you read the academic papers, there’s a lot of research and a lot of theories around how people communicate. There’s a lot of theories around measurement and impact, but academic research doesn’t really ever answer the question, how do I create a great ad? And there is a famous ad, and hopefully some people remember this.
It was a gorilla, and it was a very long, very slow advert of a gorilla drumming along to Phil Collins. And you talk about this, and people are, you know, sort of looking if they didn’t, they weren’t around for the ad. What on earth is this about? Well, this was an advert for a chocolate bar, but it wasn’t just an advert for a chocolate bar. It was an advert that moved the confectionery mask. It more than any other ad has done, as far as we can tell, in the history of the confectionery market, and certainly in terms of modern history, by far more than anything else, a gorilla drumming. I think that’s really important because, you know, I don’t think there’s any academic or theoretical approach you could use that says, if you want to sell chocolate, dress someone up in a gorilla suit, get them to play the drums, have Phil Collins in the background. It’ll be amazing, but it was amazing, and in fact, it was so amazing that, famously, a lot of consumer brands actually went and asked to buy a gorilla. And it ended up with somebody, David Merkel, who was an agency side person, who literally wrote a book on how to buy a gorilla because of the success this had. Now that was pure creativity. I think the challenge we have in B to B, if we’re to be honest, is that, firstly, we quite often don’t have access to the world’s best creatives. And secondly, our corporations are very, very cautious, and so corporations are unlikely to want to do something in the same way that Cadbury’s did. And indeed, there’s lots of examples of consumer businesses that turn down, you know, similar edgy ads that may have been as good.
So not just B to B, but I think, particularly a problem with B to B. So one of the ways we can do it is to use some advertising frameworks. And there are a few standard advert frameworks that are quite, you know, widely used, and we’ll actually see them being used in some of these slides. So what I’m doing is, I’m actually going to pull out some digital ads that follow the frameworks to give some illustrations, but whatever the structure, a great ad should end on a proof point and a call to action. So that’s really important to remember. You should always try and have this proof point and call to action at the end. That doesn’t always happen, but we’ll look at how these ads fit the frameworks. So one of the first items is features advantages, benefits. We hear this all the time, you know, and it’s classic. We see people, you know, trying to talk about features advantages, benefits. So here we’ve got, you know, an advert that talks about highlights, which are really the features and then some advantages or benefits there, and we can see, you know, similar ads with John Deere and wima as well, not necessarily really structured around that create the features, explain why they’re an advantage so better than the competition, and then what benefits they give you. But all kind of talking about features and advantage benefits. It’s quite a useful, simple framework, but they’re not necessarily the most inspiring ads. Perhaps a better way is what’s called pas problem. Agitate and solve. So you highlight a problem, you then make it a bigger problem. You emphasize why it’s an issue for the people reading it, and then you solve it. So one of the problems is, as Honeywell highlights here, is that, you know, in a building, the energy consumption from plug outlets, so sockets on the wall isn’t thought about, but that can represent nearly half of a building’s energy use. So there we’ve got the problem. We don’t think about it, we’ve agitated it’s half the energy use, and then we solve it. And Honeywell suggests their connected power as a smart solution to solve it. So a really nice way to actually work through that, I think, is much more engaging than just features and benefits. Salesforce do a similar thing, although you can see here that Salesforce, actually, they may be a bit of a devotee of David Ogilvy, because they have quite a lot of copy around their ad.
So there’s definitely some long form copy here. I mean, interestingly, David Ogilvy argued that although the vast majority of people won’t read all the copy, if you have long form copy, the people who are likely to be customers will, and it will have a bigger impact than than less copies. So, you know, I think there’s some merit in that, but I think there’s also a lot of merit in the feeling that today, you know, most people don’t want to read huge, long copy, particularly in ADS. The next one is identifying a buyer objection, addressing concerns, and introducing the product. So here we’ve got Airbus. They’re highlighting a number of acronyms. What’s the solution? Well, the solution is the Airbus summer school. So quite a neat one. You know, Siemens, getting better results faster is difficult. Well, if you use a digital twin, you can actually speed up design and engineering. So another nice one there, and a similar one around sensors. And then the last one is storytelling. And. Now, these aren’t the only advertising frameworks, but these are four of the most common. So typically with storytelling, you introduce a character, you have some sort of issue, they go through a journey, and they achieve resolution. And so, you know, one of the examples I found is Boeing, highlighting people who work for Boeing, so really highlighting the benefits. And, you know, here we’ve got diksha, who loved math and physics.
So I think that’s, that’s great. You know, they’re talking about a story, and in terms of, you know, promoting the business. And this is a recruitment type ad, so it’s looking to engage people, recruitment. It’s incredibly effective. So those are four key frameworks. I just wanted to pick some things out about, you know, some companies in B to B and have a look at what they’re doing. So some of these will be competitors to people listening. Some of them might be in slightly different sectors, but I think it’s really useful. This is Schneider, and on the left, we start with, you know, fairly boring copy. I mean, it’s great to know that white paper, 133 explains how. I’m not quite sure why, telling me it’s white paper number 133, is really important. I can click on the link and go straight there, but it’s a fairly dull ad here. You know, AI use is growing. Learn how to adapt your cooling system. Then they ask a question, which is a bit more engaging, and then they actually bring in people. So we can see Schneider, it’s interesting. They have quite a range of ads that they’re running, and we can’t know, you know, which of the ads is most effective, but my guess is, the more emotionally driven ads and the more engaging ads are going to generate more clicks. GE is very interesting. Hopefully nobody’s listening from GE here, because we’ll start off with this ad 2023. Was a momentous year for GE aerospace and ge vannova. And actually GE is pretty ego driven, because everything they do talks about ge. It’s all about me, me, me, me, me. I’m interested to know how it works. GE is clearly a brand that people respect and has a lot of equity, but my feeling is is GE guys talk about your customers, pay attention to your customers, rather than you know, always talking about yourself, you’ll almost certainly get more engagement from your ads. McKinsey’s interesting. I think McKinsey is fascinating. You know, firstly, we had a look. They’re running over 2000 ads on LinkedIn. I mean, that’s a massive amount to run. So they’re putting a lot of effort in, and it’s all around customizing the ads for both audience and also location.
But McKinsey, I said, was about esteem. Earlier on, I was so wrong when I looked at the ads, hear from your peers, collaboration, partnering. McKinsey is all about belonging, which I found very, very interesting. You know, they build some really good ads, but they’re very consistent about their belonging message. And there’s some more ads here. You know how to prepare for the CFO role. So it’s bringing in CFOs community. And I think they also do some great ads as well, you know. So this is one around promoting a podcast, and there they drive this incredible quote from Ken Fraser, who’s the former CEO of Merck, the CEO’s job is to be a compass, not a GPS. I mean, absolutely brilliant quote, I think, really compelling. Hopefully you like it as much as I do, because that drove me to want to download the podcast and really listen. So I think they’re being really creative here. And you’ll see there’s very different styles. Not everybody does this, and a lot of people do fall back into a very formulaic approach. And again, I hope there’s nobody here from this company, but if we look at Analog Devices, Analog Devices ads are somewhat repetitive.
Unlock efficiency, unlock precision, save energy, very logical, very factual, no emotion, exactly the same style. And whilst that might work with a lot of logical engineers, it’s not going to raise, you know, any level of excitement. So I think that’s that’s a real problem. And I think, you know, a lot of companies, if they looked at their ads, they would have to admit they can be quite formulaic. So getting companies to have variety is not only going to have an impact over a bigger proportion of your audience, but I think it’s also much more likely to engage the core audience you’re trying to reach. So absolutely appreciate. We’ve had a slightly longer webinar, unusual. I’m just going to finish off talking about what we can expect. Advertising. And the first thing is, I think, you know, and particularly for you know, people listening on this call, you’re probably in an industrial engineering or, you know, electronic sector that kind of matches our clients. There’s no magic bullet. You know, if advertising drove sales, we’d all spend more money on advertising, just like SaaS companies. But the problem is is most of our B to B customers, they have a long and complex journey, so one ad isn’t going to make a massive difference. So be realistic. Design your ads to drive small steps.
Be very mindful of the situation you’re in, and don’t try and copy from other industries, because it doesn’t work. On the right hand side, we see a classic SaaS product, a Google Ads reporting tool. It’s really interesting, because running Google ads around this sort of tool is incredibly effective, and people will click, they’ll trial the tool, and they’ll buy with credit card, and you can manage that through one ad. That is not the same as if you’re selling an aircraft engine or a semiconductor that needs, you know, design in, or anything else that’s a complex B to B product. So you know, it’s really important, and it’s very interesting, because most people on the call, I’m guessing that you know, your marketing budgets are in low single digits of the total company turnover. SaaS companies 30 to 40% of annual revenue, not profit. Revenue, can be spent on marketing, and most of that will be spent on things like these Google Ads aiming to drive immediate trials. It’s a completely different industry. If we were all in that same industry, we’d all have a very different business model, and we’d always be spending a lot more on advertising. But it’s much more complicated for high involvement purchases in B to B. Measuring the Impact is really hard. I mean, we talk about this a lot, and anyone who’s listened to our previous webinars will know that I bang on about the fact that vanity metrics are not great. They can absolutely mislead and you know, we’ve seen clients who’ve massively increased click through rates on ads, and as a result, their number of people who are actually converting falls. So they’re massively increasing the number of people coming to a landing page, but fewer people convert than when they had a small level of traffic, and it’s because they’re looking to optimize around the wrong metric. Click through rate is not a great metric. It’s all about what’s a business metric. And again, if you’ve listened to these webinars, looking at the numbers you can directly attribute to an ad is not always a great thing. So running an ad on Google, around your brand, you know, is not a great thing.
Here’s an example, you know, Danfoss. When you search for Danfoss, there’s a mass of organic results. They’ve done a great job on SEO, but I know if I ran a Google ad, it would appear at the top of the page, and people would click the ad, and they’d turn out to be high value traffic because they wanted to go to Danfoss. But I’ve done nothing to increase the number of people that go to the website, because the reality is, if my ad wasn’t there, the first organic result would drive people to website. So what I’ve done is, I’ve done something that generates a lot of traffic by attribution, the ad click generated the traffic, but has done nothing to increase the amount of people engaging with Danfoss, or ultimately, you know, Danfoss revenue. So attribution is not incrementality, and incrementality is where we need to be. So just to summarize, no, no one person has the secret to advertising, apart from maybe Taylor Swift, who you know, genuinely is incredible in terms of generating that community of people who love her, keeping them emotionally involved and particularly bringing that feeling of belonging. I mean, if you think back to, you know, the different ways that people market McKinsey markets around belonging, you know, be part of that kind of McKinsey cult. Um, Taylor Swift is exactly the same, and I’m reliably informed, and the people who are Swifties from the company are going to love this, that people even dress up in specific clothes to go to a Taylor Swift concert to reflect one of her eras. So I mean incredible feeling of long, incredible amount of effort from her fans that ultimately make the whole experience even better.
So other than Taylor, we don’t have that secret, but I think you know, the important thing to say is, there’s a lot of frameworks. They’re still relevant, the ways of thinking things, even though they’re they’re somewhat old. That the psychology has not changed at the same rate that the channels have changed. It’s really important to go belong beyond logic. And hopefully I’ve got that across. It’s. Also important to recognize that in B to B, we’re not leading. So we have an opportunity to look at what consumer companies are doing and see whether we can take some of their great ideas and bring them into B to B. And if you do that, you’ll really stand out. And then the last thing to say is, you know, if you want to make sure something is working, testing is important, proper AB testing. And lastly, be realistic about what you can achieve if you’re running one ad. Most of us say are in a high involvement, long sales cycle, B to B sale, and it’s very, very different from selling something like a reporting tool for Google ads. I hope that’s been okay. We will go on to talk about, you know, some of the questions. So please, if you’ve got any questions, put them in the chat. I’d love to hear them and ask them. But before we do the next webinar is actually going to be related. So if you found this webinar on advertising useful, you’ll have noticed that we’ve pulled out quite a lot of ads from quite a lot of different companies, and very, very few of the ads are actually, I think any of the ads are actually our own clients. They’re all our clients competitors. So our next webinar is going to be how to spy on your competitors ads. So we’ll talk about a few really simple techniques to pull competitors ads and find out what they’re doing and get some idea of how well they’re working. So if you’re interested in that, it’s on Tuesday the 17th of September. It’s going to be one hour earlier than the webinar today. We’ve tried different times. I said testing is important, and we believe that the hour earlier makes more sense. It seems to get better attendance. So we’re going to move back. And please, you know, do feel free to scan the QR code or use the short code at the bottom to go and register. And obviously, if you can’t make the live webinar, we will send you a link to the recording. So thank you for listening. As I mentioned, this was a slightly longer webinar than usual, but hopefully you found it useful. And what we’ll do is we’ll now go and take a look at some questions. So hopefully we’ve got some questions in the chat just having a look. If anyone’s got any questions, please put them in.
Okay, I just have one question that’s come through so there’s, there’s not a huge amount of questions there. And yeah, let me just check this. Yeah, so it’s actually asking about where we’ve got the ads from. So this is actually something we’re going to talk about next time. And what you can do is, in many places, you can go and track ad. Sometimes you need a tool. So in the next webinar, we’ll talk about some of the tools to spy on Google ads. But other times, you can actually access the ads directly. One of the reasons that we use a lot of LinkedIn ads, for example examples, is that you can actually pull LinkedIn ads from your competitors, directly from LinkedIn, and a similar thing from Facebook as well. So great question. That’s why we’ve we’ve done it. That’s why we use a lot of LinkedIn ads. And we’ll show you how to do it next time. I can’t see any other questions. So hopefully this has been a interesting and useful session. If anybody would like information about you know, either some of the other frameworks people used to build ads, we only looked at four frameworks, so there are more standard frameworks that people use, or would just like help understanding how they can make their ads more effective. Please do drop me a line. My emails there, Mike at napierbe to be.com and hopefully I will see you all again on the 17th of September for our next webinar. Thank you very much.
