According to Charles Schwab, demand for health care products and services is on the rise. And, despite the uncertain regulatory outlook heading into the new year, if spending and clicks are any indication, then consumers and healthcare advertisers can boast of a clean bill of health.
We took a look at the Marin Advertising Index to see where the industry’s at and where it’s headed. Here are a few highlights.
This is a guest post from Jacob Ehrnstein, Search Account Manager at 3Q Digital.
One of the search marketer’s best weapons is a Dynamic Search campaign. As you may or may not know, Dynamic Search campaigns rely not on keywords for targeting, but instead use your site’s content to create and target your ads based on a user’s search behavior.
There are many great things about Dynamic Search campaigns. First off, you can be precise about the scope of the pages that you target from your site. And, even more interesting and useful, there’s the Dynamic Search Ad (DSA).
With Dynamic Search campaigns, Google dynamically generates a portion of the ad. For DSAs, you don’t provide a static headline—rather, Google dynamically generates it for you. As Google states, “The headline is dynamically created from each matching phrase entered in Google Search, and from the title of the most relevant landing page used for the ad.”
Additionally, Google states that “Dynamic Search Ads can have longer headlines than other search ads, which improves their visibility.”
That all sounds great. But, what does a search marketer need to know to make best use of DSAs? For instance, how long are dynamic headlines? And, how often does a user’s search match the headline, or the headline match a user’s search or the title tag?
To answer the question of DSA headline length, I looked at the results of DSA campaigns targeting nearly 20,000 unique pages, with unique content that generated nearly 400,000 queries.
I broke the results into three areas:
Let’s dive in.
Headline Length of Dynamic Search Ads
When looking at the headline length, I broke out the analysis into three categories, and here’s what surfaced for each category:
The lengthiest headline I found was 90 characters long. This appears to be the longest that a dynamic search ad headline can be.
|Number of Impressions||Headline Length||Percent of Impressions|
|12,448,010||Total Number of DSA Impressions||100%|
|1,009,327||Headline Length < 25 Characters||8%|
|7,504,566||Headline Length > 25 Characters and < 61 Characters||60%|
|3,934,117||Headline Length > 60 Characters||32%|
Next, I looked at the click-through rate (CTR) by headline length to see if there was a correlation between the length of the dynamic headline and the CTR.
|Total Number of DSA Impressions||11.44%|
|Headline Length < 25 Characters||12.12%|
|Headline Length > 25 Characters and < 61 Characters||11.21%|
|Headline Length > 61 Characters||11.70%|
While it doesn’t appear that having longer headlines necessarily yields you the highest CTR, one segment that outperformed the rest was when the character length exceeded 70 characters.
|Headline Length||Percent of Impressions||CTR|
|Headline Length > 70 Characters||11%||18.81%|
So, the true efficiencies appear to happen when you’ve far exceeded the normal ad headline length. Even Google’s Expanded Text Ads, with its new combined headlines, would max out at 60 characters.
The data here shows that as the headline moves into this longer territory, the CTR shoots up. This may be because when an ad gets this long, it blends in more with organic results (which have a character limit of around 77 characters).
Dynamic Headline Source
Last, I looked at the source of the headline for the Dynamic Search Ad. Google documentation states that the headline will either come from the headline of the page or the keyword, but I wanted to know what percentage of the time either situation happens. Here’s what I found:
|Percent of Headlines that Match Title Tag||60%|
|Percent of Headlines that Are Variations of Keyword Searched||40%|
Here, 60% of the time the dynamic headlines exactly matched the title tag. What this means—if you’re going to be a heavy user of Dynamic Search Ads, it’s best to pay close attention to the pages being targeted and ensure the title tags on those pages are high-quality. Keep in mind that other variables—such as description lines and the pages being targeted—play into the performance of the ads I’ve analyzed.
Hopefully, this information helps you better understand your Dynamic Search Ads and how to improve their performance. Here’s to successful campaigns.
Here we go again. The shopping period is already here, and season-crazy advertisers are going where every ad campaign has gone before, but now even more so—online and mobile.
This year’s expected to be even more frenzied—and lucrative—than the last. To help you maneuver through the upcoming spending sprees and plan for a successful holiday season, we dug into the Marin Advertising Index to assess last year’s digital advertising performance and provide tips for Q4 2016. Check out a few of our industry highlights.
With school out and warm weather in, we traditionally think of the summer months as the best time to take a vacation. However, is it actually prime time for search advertisers to ramp up their ad campaigns?
To answer this question and others, we took a look at travel advertisers on Google and Bing. We examined 2014 and 2015 to locate any trends in advertiser spend and performance for the travel vertical across quarters, and to assess the state of consumer behavior. Google and Bing dominate the global search market, which made them ideal for our study—other search publishers have regional presence at best, so they were excluded.
We found a few interesting things:
For more great information on search advertising in the travel industry—including cross-device performance data and campaign recommendations—download The State of Travel Search Advertising: Trends, Formats, and Paths to Success.
We recently published our 2016 Cross-Channel Marketing Report, which looked at the current state of shopping ads, and examined advertiser and consumer behavior over the past year. Now, with the shopping season even closer, advertisers are quickly making sure their budgets and ad campaigns are ready and flawless.
Based on the data, what are our top tips for retailers looking to get the most value out of their digital advertising campaigns this holiday season? Read on.
We predict that 40% of all shopping ad dollars will be on a mobile device. Similarly, around 37% of search clicks will be on a shopping ad on either Bing or Google. Be sure to budget ad campaigns accordingly to match up with consumer attention during critical holiday spikes.
Research shows that spend peaks in November, with overall ad spend reaching almost 90% above what it was in January. Smartphone behavior was the most pronounced—smartphone ad spend spiked to almost 400% above baseline in November when compared to the year’s beginning.
Smartphones now make up the majority of clicks and spend for all shopping ads. With 55% of all shopping ad clicks originating on a smartphone, the importance of properly optimizing ad spend can’t be overstated.
Research shows that shoppers are utilizing mobile devices in-store more than ever, to conduct product research and price-shop. Being able to capture this audience while they’re in the middle of a purchase decision may be crucial this holiday season to ensure an offline conversion.
While Google remains the largest search publisher for shopping campaigns, Bing is no slouch, either. Adoption of Bing Shopping Campaigns (BSC) has been accelerating and Marin has seen over 20% of clients on Google Shopping already using BSC. While Google Shopping has more viewership and use, BSCs are competitive in price and performance, and may be a good option for some retailers.
Shopping ad spend has been taking up a larger portion of retailer ad spend every year, reaching almost 30% of all search ad dollars this year. However, this doesn’t mean this is the only ad format retailers should consider.
Expanded Text Ads (ETAs) are a relatively new ad format that have seen strong early returns for many advertisers. Early data has shown an almost 300% ROAS for ETAs, meaning they’re highly competitive with both conventional search ads and shopping ads.
While social networks have always been a highly mobile device oriented channel, this is especially true for retail. Almost 95% of clicks on retail ads on social are on a mobile device, and mobile also accounts for 90% of all social spend for retail advertisers. Research shows that consumers interact differently with social ads than they do with search. Rather than research, social ads are better used for awareness and to start conversations with target audiences.
Each holiday season has been bigger than the last, and the trend is positioned to continue this year. Retailers have more choices than ever when it comes to ad campaigns. However, with this increased choice comes increased difficulty, as effectively managing spend across multiple devices and channels isn’t easy. A little planning, knowledge, and foresight will go a long way.
This is a guest post from Dionte Pounds, Account Manager at
One of the reasons advertisers choose the Marin platform is for the flexibility it provides. It grants advertisers the ability to track conversions through the standard publishers (Google, Bing, Gemini), via Marin’s own platform tracking, or by importing conversion goals from Google Analytics. Each method of counting conversions has benefits and should be considered when you’re first setting up on the account.
If you have multiple conversion actions, one method I believe is very powerful and should be considered is integrating Google Analytics and Marin.
While this type of account setup could benefit most advertisers, those who judge performance based on the revenue or goal completions reported in Google Analytics—over publisher metrics—will find this setup most useful. The reason is that Google Analytics aligns publisher performance metrics (clicks, impressions, etc.) with the goals that impact your business the most.
I personally manage an ecommerce client that likes to monitor publisher conversions and reported revenue, but primarily cares about driving transactions and revenue as reported in Analytics. So, setting up my Marin account to import this data from Analytics allows me to look at total performance as it matters to my client and build a strategy based on the bottom-line numbers.
As you may have guessed, the biggest benefit to importing this data is in bidding. Revenue and conversions can be tracked from Google Analytics back to the keyword level from each publisher platform. With this data now imported into Marin, any bidding folders you have in place are now able to execute bid adjustments based on the data that’s most valuable to your business. This makes their adjustments more accurate than if they were based on the reported revenue data from any publisher platform alone.
To make Marin integration with Google Analytics simple, a Setup Wizard guides you through the process. To set up the wizard, go to the Admin tab, and click the Revenue sub-tab.
From the Revenue Tracking setting, select Google Analytics.
If you’d like to use the imported goal to be added to the platform, select the Bidding Eligible box. Before moving forward with this option, be sure the Google Analytics goals are reporting correctly.
Granularity and accuracy are key for all advertisers and particularly critical in high season. If you’re an ecommerce advertiser heading into Q4, put this strategy into play ASAP, test, and refine as needed. Good luck!
Between the distant frenzy of the Q4 shopping season and the rising calm of midyear, Q2 tends to be the quietest quarter. However, this doesn’t mean there’s nothing happening. Among other things we found in our research, mobile display played a larger role this Q2—but overall, the ubiquitous move to mobile is actually slowing down. And, tablet usage continues to drop.
To create our quarterly benchmark reports, we sample the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform. We analyze data from around the world to create our report. For Q2 2016, key findings include:
For detailed information on Q2 2016 search, social, and display mobile performance and strategy recommendations, download our Performance Marketer’s Benchmark Report Q3 2016 – Vital Search, Social, and Display Performance Data by Device.
Last year, we forecast that 30% of all retail paid-search spend would be on a shopping ad, and 45% of all product ad clicks would be on a smartphone—and smartphone click growth ended up being even stronger than we predicted. Looking forward, where do we see shopping ads this holiday season?
We took a look at month-over-month variations and factored in seasonal shifts in performance to forecast where we’ll be by December 2016:
For more results sampled from the Marin Global Online Advertising Index—composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform—read The State of Shopping Ads: 2016 Cross-Channel Marketing Report. With data charts on mobile, social, text versus product ads, and strategy recommendations for the 2016 holiday season, be sure to download your copy today so that you’re prepared for the Q4 rush.
As retail search advertisers continue to plan their campaigns for the 2016 holiday season, they’re weighing the pros and cons of text versus product ads. What’s the most effective ad type for reducing cost, increasing CTR, and maximizing returns on spend?
The answer: it depends.
Sampling the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, we analyzed data from around the world to create our 2016 Cross-Channel Marketing Report. Here are just a few of our findings:
For the full results of our research, including data charts on mobile, social, text versus product ads, and strategy recommendations for the 2016 holiday season, download The State of Shopping Ads: 2016 Cross-Channel Marketing Report.
Shoppers are already prepping their lists for the holidays, and retail advertisers are close behind, on the mobile-focused, ad spend case. If smartphones were big-box retail destinations, they’d be the new “mad rush” of holiday sales.
Thankfully, when shoppers are looking for deals and information, they can now easily turn to their mobile devices.
Sampling the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, we analyzed data from around the world to create our 2016 Cross-Channel Marketing Report. Our research uncovered some surprising things about what to expect for social advertising this 2016 shopping season.
Happy shopping—and spending—in 2016.
For the full results of our research, including data charts on mobile, social, text versus product ads, and recommendations for how to stand out during the 2016 holiday season, download The State of Shopping Ads: 2016 Cross-Channel Marketing Report.
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