Prior to working with Marin, Fastweb was challenged by disparate technology and struggled to attribute downstream revenue back to search and display clicks. As a result, their CPA-driven bidding strategy generated a disproportionate amount of low-cost, low-revenue leads. To drive high-revenue leads and optimize their search and display programs, Fastweb needed a bidding solution that could automatically maximize revenue while hitting their ROI goal. [...]
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Anticipated changes in paid search performance, such as increases in RPC or decreases in conversion rate, create a common challenge that all bidding strategies must address—seasonality. To account for seasonal changes in performance, like the holiday shopping season, search marketers must constantly analyze year-over-year performance and adjust bids according to identifiable trends. Whether you’re driving clicks, increasing conversions, or maximizing revenue, accounting for these types of fluctuations in performance is critical to success in highly dynamic and competitive bidding environments. [...]
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Today we’ll be taking a look at the recently released Facebook Campaign Wizard, a time-saving feature for social advertisers. It’s been a busy year for Facebook since their IPO last year, as highlighted in our recent infographic. There have been many innovations, with a strong shift towards more socially relevant and mobile-centric ad technology. As Facebook advertisers have become more sophisticated, their best practices have also matured. [...]
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It’s been one epic year since Facebook went public. Let’s take a look at the top ten milestones since the Facebook IPO. Enjoy and share! [...]
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Although paid search still commands the majority of digital advertising spend, online marketers find themselves having to follow consumers through an always-on, multi-channel world. In this highly competitive landscape, the path-to-conversion is anything but linear, and the ways in which consumers engage with brands is gaining complexity. For instance, a customer may have viewed a display banner, clicked on a paid search ad, and was retargeted on Facebook prior to converting on an iPad. [...]
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Last week, we hosted our bi-annual client educational event, Marin Masters, in NYC. Over 100 search experts in the tri-state area, from top agencies and global brands, gathered in the Screening Room at the Crosby Street Hotel to share their experiences and best practices with the Marin platform. A special thanks to Yahoo! for sponsoring and presenting their study released earlier this month on ad copy insights and optimization within the travel vertical. Some of the highlights from their presentation included: [...]
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Earlier this month, Facebook announced a new social-based home screen experience for Android devices called Home. Though Facebook has insisted that they aren’t developing a new phone or operating system, Home certainly comes close and stands to change the way consumers and advertisers engage across Android phones and tablets. Let’s take a look at how Home’s immersive experience will impact the way advertisers engage on-the-go, social consumers and what risks stand in its path to success.
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Imagine a world where firefighters wander the streets, putting out 2-alarm blazes as they happen to come across them. Thankfully, Francis Upton introduced the world to the first electronic fire alarm in 1890, and since then, firefighters have been much more efficient at identifying, responding to, and extinguishing deadly blazes. In paid search, online marketers are also responsible for fighting fires. Though these fires are far from life-threatening, they result in wasted ad spend and plenty of headaches. [...]
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On Tuesday Google announced that advertisers will soon be able to set mobile bid adjustments at the ad group level, in addition to the campaign level, for enhanced campaigns. This comes on the heels of Google’s release of two new ValueTrack parameters: {ifmobile:[value]} and {ifnotmobile:[value]}. Google also indicated July 22, 2013 as the start of the migration deadline, when AdWords will begin automatically upgrading legacy campaigns to enhanced campaigns. [...]
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Product Listing Ads (PLA) provide a richer and more engaging search experience for shoppers. With the share of spend on PLA campaigns increasing 600% in Q4 of 2012, online retailers will undoubtedly continue investing more time and budget towards this ad format in 2013. In fact, in Q4 2012 alone online retailers allocated as much as 30% of their AdWords budget to PLA campaigns. As a result of this recent surge in adoption and spend, Marin Software has published a white paper that examines PLA performance throughout 2012 and presents five best practices for deploying, managing, and optimizing PLA campaigns. [...]
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