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ASA says Amazon is ‘misleading’ people with Prime next-day claims in ads

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Amazon has fallen foul of the Advertising Standard Authority (ASA), with the watchdog due to warn the e-commerce giant that it must clarify that some items on its Prime service are not eligible for next-day delivery.

According to a ruling due to be published next week, the ASA has ruled that Amazon has been "misleading" consumers by promoting one-day delivery as part of its premium Prime subscription service.

The ruling, seen by the Time, came after 270 people complained at not having received their delivery by the following day.

The company’s ads "must not appear again in its current form” as a result.

“Because consumers were likely to understand that, so long as they did not order too late or for Sunday delivery, all Prime labelled items would be available for delivery the next day with the One Day Delivery option,” said the ASA.

“When a significant proportion of Prime labelled items were not available for delivery by the subsequent day with One Day Delivery, we concluded that the ad was misleading.”

An Amazon spokesperson said: "Amazon Prime offers fantastic benefits to members including One-Day Delivery on millions of eligible items at no extra cost.

"The expected delivery date is shown before an order is placed and throughout the shopping journey and we work relentlessly to meet this date. The overwhelming majority of One-Day Delivery orders are delivered when promised.

"A small proportion of orders missed the delivery promise last year during a period of extreme weather that impacted all carriers across the UK, and we provided support to impacted customers at the time."

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Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more appeared first on Marketing Land.

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Expanded phrase match negatives: A script for misspellings

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As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are new threats to this control. We must be strong in battling this pay-per-click (PPC) kryptonite. We must build super automation to help save the world from bad PPC!

That is why we at Brainlabs (my company) have created another Google Ads script, this time to help you control the impact of negative keywords. The challenge with negative keywords is getting the balance right. Too little control, and you’ll include budget-draining mismatches. Too much, and you risk losing out on potential customers. To filter traffic for high- and low-value searches, you need just the right touch.

Getting the hang of it takes a bit of trial and error, but using a script to help you along doesn’t hurt. Today, I’m sharing an awesome script that will boost your phrase negative keyword matching by finding the ones you’re failing to catch due to misspellings.

Using negative keywords

We all know that without the right keyword, your ads won’t be triggered when a user enters a search term. Unlike preplanned keywords, search terms are liable to all sorts of inconsistencies.

Advertising platforms like Google Ads offer different ways to match keywords to search terms: broad, broad match modifier, phrase, and exact. Whichever you prefer to work with, you’ll know that planning ahead for human error can be difficult. Luckily, these match types can deal with close variants like misspellings, plurals, broad match, synonyms and related searches.

[Read the full article on Search Engine Land.]

The post Expanded phrase match negatives: A script for misspellings appeared first on Marketing Land.

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Amazon Music animates Ariana Grande, Kendrick Lamar and SZA in ad campaign for the service

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Amazon Music is pushing its paid streaming music service with a new campaign as a way for listeners to power their preferences by using Alexa.

The service is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Ariana Grande, Kendrick Lamar, SZA, Queen and Kane Brown.

The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.

In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.

Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”

Launching at a time where the number of Amazon Music hours streamed globally on Alexa-enabled devices has doubled over the past six months compared to the same time last year, ‘A Voice is All You Need’ will begin appearing today in select US cities, and will expand to the UK and Germany throughout the year across media channels including national online video, radio, and out-of-home billboard advertisements in support of upcoming new releases. Select creative from the campaign will also appear on national TV later this year.

Wieden+Kennedy: Amazon Music 'A Voice is All You Need'

Agency: Wieden+Kennedy
Client: Amazon Music
Date: August 2018

The service is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Ariana Grande, Kendrick Lamar, SZA, Queen and Kane Brown.
The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.
In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.
Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”

Credits:
Agency: Wieden+Kennedy
Client: Amazon Music

Tags: United States

Video of A Voice is All You Need: Amazon Music Advertising in Times Square, New York

Video of A Voice Is All You Need: Kendrick Lamar and SZA, "All The Stars," for Amazon Music

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