According to eMarketer, over 70% of U.S. paid search spend will be mobile by 2017. And yet, optimizing mobile advertising and seeing significant ROI on it remains a crucible for many in the digital advertising world.
We joined our technology partner DialogTech at the end of April for
a webinar about how search marketers can adopt new mobile-first optimization strategies to drive PPC conversions and customers.
One of Marin’s very own search marketing experts, Patrick Hutchison, teamed up with Kelley Schultz, Digital Marketing Lead at DialogTech, to share proven mobile optimization and attribution tactics digital marketers can use to drive more clicks, calls, and customers from Google AdWords, Yahoo, and Bing.
In order to achieve their mobile advertising goals, digital marketers need to understand the customer journey and all of the touch points prior to sale. To that end, here are five strategies for optimizing your mobile game plan that we learned from this webinar.
You want to get into a top (1-2) position for mobile devices to ensure visibility, so set up campaigns with an initial +25-30% bid modifier. You can adjust and optimize based on the types of conversions and traffic you see.
Incorporate call conversion tracking to ensure you’re optimizing for all conversions. Without measuring call leads, you miss out on a significant piece of the puzzle when it comes to tracking and understanding the source of your leads.
When you perform search query reports, add a device segment. This will allow you to see what keywords are getting the most mobile conversions and traffic. Within your reports, sort by conversions and then adjust your bids for your highest performing keywords to ensure top position.
Next, sort your report by clicks that don’t drive conversions, and adjust bids or add negatives as necessary for these keywords that are driving up both clicks and spend.
Create mobile-preferred search ads with mobile ad extensions and CTAs. Remember to take advantage of call extensions, since as Google reports, 70% of mobile searchers use call extensions to call businesses.
Set up remarketing lists into your campaigns, so that you can adjust mobile bids for the top position.
Remember the importance of not only bidding up for mobile traffic, but also increasing bidding for your custom audience lists. If users showed interest once, capture them again on their next query with a different message in the top position.
This is a guest post from Garrett Mehrguth, CEO of Directive Consulting, a Google Partner and MozLocal Recommended Agency serving small to enterprise level firms.
Thumbs and tiny screens can be tricky. Users have unique needs when they’re on a mobile device, and as advertisers, it’s critical that we create a conversion-friendly mobile experience. By the end of this post, you’ll be equipped with the knowledge to take your mobile campaign conversions to the next level.
You can never assume that you know why your users are on a mobile page. And, throughout the mobile user’s conversion journey, there are countless screen sizes and roadblocks. Finding a tool that allows you to record visitors, analyze form drop-offs, create heat maps, and measure funnels is crucial for improving your Conversion Rate Optimization (CRO).
It’s possible to drastically improve ROI with elements like average fold analysis on mobile and other tools included in a conversion tracking software suite. In general, you don’t want your call to action below the fold on a mobile page. Remember, thumbs are powerful extremities and they shouldn’t be forced to scroll.
It would be a total shame if you lost all of your calls to action when someone scrolls! A great way to prevent your call to actions from going unnoticed is to install a sticky menu on your landing pages.
With a sticky menu, you can improve conversions and keep your CTA within a thumb’s distance at all times.
Users on mobile know that underlined items are hyperlinked. Not only do we want to make our number clickable, we want the user to inherently know that it’s clickable. Ideally, this number is a part of a sticky menu as mentioned in change #2.
Furthermore, if you really want the number to pop, take advantage of a secondary color from your brand playbook and go bold. The goal here is to make sure that the user knows they can call you.
In a great presentation, @BryantGarvin touches on a very valuable aspect of mobile CRO – keyboards. After using your conversion tracking software, dive into your mobile sessions. When users enter their number on mobile forms, are you using the right keyboard? Make sure you’re leveraging <input type=”tel”>.
Furthermore, if you’re using a checkout, make sure you set your credit card fields to <input type=”tel”> as well. Full details from the presentation here!
When your user comes to your mobile landing page, they’re often in a very unique situation. Occasionally, it could be an emergency. It’s critical that your copy speaks to this urgency and highlights your unique selling point while answering their #1 question.
Take the example above. Notice that “Available 24/7” is the first information a user sees. If you’re available to answer the phone 24/7, make sure your user knows! Also, notice “Tap # To Call: 949-362-5388” – here, the action we want the user to take is clear. Lastly, the user’s top questions are answered: Where do you service? How much will it cost?
When designing copy for mobile landing pages, leave nothing assumed, and guide the user as much as possible.
For certain industries, call-only ads present a terrific opportunity for your mobile campaigns. Frankly, if you’re in an industry where the end goal is phone calls, why not just have the user call you?
If you can take out a step in the funnel, you’ll be able to drastically increase conversions and compete at a higher level by allowing a user to complete their desired actions. Here are some key steps to keep in mind:
Regardless of where you are today, make these changes and monitor for growth. As always, test and improve, but this should give you a running start.
This is the first in a series of posts on transparency. In today’s post, we lay out the many ways transparency is elusive in digital marketing today. We also include some best practices for stamping out the fuzziness prevalent in the programmatic landscape.
Most marketers will admit transparency in media buys sounds like a good idea. So why don’t we have it all the time? Inertia, circumstances, or legacy business practices are the usual culprits. Knowing about the types of programmatic transparency is a good place to start.
You may have read about the recent survey on programmatic buying by Forrester and the ANA. Although we know intermediaries carve up a media dollar along the ad delivery path, a surprising 33 percent of survey respondents in this study have turned a blind eye while knowingly opting into an undisclosed programmatic model.
Not knowing the true value of your media obscures your true ROI. This buyer/seller blindness stands in the way of programmatic growth and success.
Let’s dive in and take a look at the three types of transparency: intermediaries, environmental, and data.
According to the ANA/Forrester study, 55 percent of marketers are concerned with the opaqueness of the intermediaries along the supply chain, up from 21 percent two years ago. No advertiser is immune to the supply chain realities, but seeing how the budget is allocated should be as natural as homebuyers scrutinizing loan origination fees from their mortgage broker.
There is a host of intermediaries in today’s programmatic supply chain including:
Not surprisingly, there are also several cost models:
The advertiser pays most of the fees, while in some cases the publisher, or both the advertiser and publisher, pay them.
It’s common to have an agent buy media on the advertiser’s behalf, only revealing the final price of a campaign, total margin, and fees. Just as common is the masking of the closing or winning bid prices.
This lack of bidding transparency is precisely what’s needed for optimization. This practice is especially prevalent among black box vendors, as is straight-ahead arbitrage. Without transparent insights into what improves targeting and conversion, marketers are flying blind.
So, what’s the average take rate of each partner? It varies of course, depending mostly on targeting strategies and pricing/profit models. But asking your supply chain partners exactly what they’re charging you is the first step in achieving total transparency.
Certainly one of the hottest issues in ad tech today, environmental transparency of an ad is as important as the campaign’s message or who’s being targeted. There are more mysteries than answers focused on who sees your ad, how much was seen, how long they see it, and where the ad showed up, but help is on the way.
In the early days of RTB, fraudulent or unviewable inventory was a common problem. Although challenges remain, there is an increasing number of new tools available for advertisers, publishers, and ad servers to detect bot fraud, fraudulent inventory, or unviewable ads.
Still, there’s no consensus on how viewability is defined. Standard bodies like the IAB and MRC are driving clarity on this issue. Many new vendors are trying to monetize viewability. Large holding companies have their own standards as well.
Advertisers are increasingly demanding that publishers bear the burden of proof by complying with imposed measurement of viewability-centric campaigns. Viewability-tracking fees, brand safety-tracking fees, and brand lift study fees are paid by either side in an effort to run cleaner campaigns. Although far from being solved, the use of ad verification and brand safety tools goes a long way in solving environmental transparency.
It seems logical that any data used in an ad campaign that you paid for would be accessible to you. But that isn’t always the case. Publishers could block the intent data or other data sets you would normally have access to with more transparent partners.
You may prefer to pay a black box provider because your only KPI is sales – this can work for some who don’t insist on understanding their true ROI. However, for data-driven marketing to work, seeing all your data for future learnings or to calculate your true ROI is essential.
Irresistible pricing models are as tempting as a timeshare in Tahiti. We get that. But regardless of whether you use a DSP or publisher tools for your programmatic buys, the more you know, the more you can improve outcomes – that is, if you want to know exactly how to improve outcomes rather than relying on your black box vendor to give you numbers devoid of margins or analysis.
Data are collected at every turn, every segment of the customer journey. CPC, CTR, and impressions are table stakes. For more intelligence, you need the eCPM and in-view impressions. Getting site-level reporting helps you blacklist/whitelist and improve targeting.
If you’re striving to get to your true ROI, knowing how the data points were calculated is certainly also part of the equation. Since we’re talking numbers, understanding the logic, math, and algorithms behind a bidding process is another must-have.
You should be able to decide exactly what success looks like for your brand. This means choosing your own KPIs, publishers, and the data you want to bring, buy, optimize, or analyze. Here are some best practices for how to bring more transparency to your programmatic initiatives.
Next time, we’ll dive deeper into the programmatic supply chain and how it affects cost.
This is a guest post from Dionte Pounds, Account Manager at
Last month, I discussed how to use proper segmentation to optimize the performance of Dynamic Search Ads campaigns and why segmentation is vital for success. Segmentation also plays a large part in the success of shopping campaigns.
If you’re not already familiar, shopping campaigns promote your online inventory of products by matching search queries to ads that feature these products. These ads, known as product listing ads, can appear in Google search results or on the Google Shopping results page.
Shopping campaigns generally benefit from high click-through rates and low CPCs. With segmentation, the value of shopping campaigns increases. Reporting on specific product performance becomes even easier. Product bidding becomes more accurate. And, overall product management improves through better organization.
If you’re a digital advertiser new to shopping campaigns, the steps below can help you successfully leverage this campaign type.
Proper segmentation doesn’t actually begin in the AdWords interface. The foundation of a highly organized and structured shopping campaign truly starts with the data feed. The data feed contains all the product data that’s uploaded to the Google Merchant Center. The Merchant Center essentially houses all the product data and makes it available to Google and Google Shopping.
To make sure proper segmentation within AdWords is possible, include as much data as possible for each product. For segmentation purposes, it’s vital to include the brand, condition, Google Product Category, and product type attributes. You also have the ability to include up to five custom labels that you can segment by. We’ll touch more on that later.
I strongly recommend having values for not only the required data attributes, but as many of the optional attributes as well. Google is more likely to reward products with rich data with a higher impression share and better ad position. So, there are incentives for fleshing out your data feed as much as possible, beyond just functionality.
Once your foundation (accurate product data) is set, you first need to figure out what type of segmentation makes the most sense for your business. To go back to the online luxury jewelry store from my last article, if I’m selling different brands of jewelry, I know that select brands are more popular than others. Because of this, I want to be able to bid differently for each brand in my inventory.
So, for this example, it makes sense to first segment, or subdivide, my shopping campaign by the Brand attribute. Selecting the correct starting subdivision immediately improves my ability to bid better, as I now have organized product groups that provide insightful data that allow me to bid more accurately than if they were grouped together.
Let’s imagine my online jewelry store sells Cartier, among other brands. After first subdividing all my products by brand, I now have a product group specifically for Cartier products. While this is great, I know that I get different returns from different product types, such as rings, bracelets, or necklaces. So, I want to be able to set bids for each individual Cartier product group.
What I would then do is segment that Cartier group by the product type attribute. Now, I have the ability to bid for Cartier rings separate from Cartier bracelets. Once you have your first subdivision completed, you can continue to subdivide until you believe you have the correct product organization for your business.
Keep in mind that each time you subdivide by another attribute, the bid will be placed at the resulting product groups. While this gives you improved bidding and a clear understanding of what products drive revenue for your business, you don’t want to subdivide too much. This could make the product group too small to get any valuable data from and optimize around.
Earlier, I mentioned that in addition to the Google required data attributes, you have the ability to create up to five custom labels for each product. Utilizing these labels allows you to be a bit more creative with the segmentation of your shopping campaign than the standard parameters Google allows, and to better segment by attributes that make the most sense for your business goals.
For example, let’s say my jewelry store categorizes products by expected popularity. A product could be given a rating of High, Medium, or Low. By including this rating in the custom label column, I could then subdivide my initial brand segment by this custom label, and bid up for the most popular products and bid low for less popular items.
Let’s say my jewelry store sells Cartier watches. Imagine these product listing ads have a great click-through rate but a poor conversion rate due to the high price point. Over time, these clicks result in wasted spend and drag down the efficiency of the account. To avoid a poor ROI moving forward, I can exclude Cartier watches from my shopping campaign.
Product exclusion is an effective way of improving performance by removing items from your shopping campaign that carry low ROI. Product exclusion can also be used to organize your shopping campaigns. To exclude products, click the max CPC column for that particular product group and then check Excluded.
Thank you, Google! Your announcement of the Google Analytics 360 Suite is industry-wide confirmation that enterprise level marketing tools are necessary in order to get the most out of your advertising dollars. Of course, Marin Software has known this all along and believes marketers of all sizes can benefit from these tools.
All marketers want efficient ways to reach new and existing customers and to understand what works and what doesn’t. As Forrester Research reports: “Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in achieving revenue goals.” Organizations need this kind of sophisticated software to enable marketing teams to align around goals that help them optimize, compete, and drive revenue.
At Marin, our focus is providing the technology and data needed for demand and revenue generation based steadfastly on our customer’s goals. We enable customers to make holistic creative, bid and budget optimization decisions across their campaigns, all from the same integrated platform.
Besides integrating well with Google, we have extensive experience working with Yahoo, Bing, Baidu, Facebook, Twitter, Instagram, and many other leading partners, including 10 of the largest global exchanges. Our commitment remains the same – helping marketers reach their goals across publishers, across channels (search, social and display) and devices (desktop, tablet, mobile).
Purpose-built to provide customers with complete transparency of campaign data and results, our mission aligns with Peter Drucker’s adage, “If you can’t measure it, you can’t manage it.” We provide digital marketers superlative cross-publisher data and measurement including:
Although Marin Software has had a legacy in search leadership, we’ve evolved our cross-publisher platform via industry-leading acquisitions to power digital marketing campaigns for the world’s biggest brands and agencies. We look forward to continuing to provide our customers with the tools and insights to profitably compete and reach their goals.
This is a guest post from Dionte Pounds, Account Manager at
When you sign up to be a search account manager, you’re making the decision to test yourself to find new strategies for account growth. Whenever identifying growth opportunities becomes challenging, a strategy I rely on is launching Dynamic Search campaigns.
If you’re unfamiliar – Dynamic Search Ads match your ads to search queries based on the content of your website. This removes the need to manage lists of keywords or landing pages. AdWords automatically generates a headline most appropriate to the search query and sends traffic to relevant landing pages.
The benefits can be huge. Dynamic Search helps managers of mature and new accounts find new, profitable long tail keywords or new high volume terms.
The setup for this campaign type is simple, but it can really take some time to set up your dynamic targets to give you the optimum performance you’re looking for. To speed up the process, here are five optimization strategies to cut down on the trial and error and start things off on a high note.
Proper segmentation is critical to getting the best possible performance from Dynamic Search. When creating a new ad group in a Dynamic Search campaign, you have three options for how to define targets. The least appealing option is to target the entire website. This is less than ideal because of the lack of control you have over where traffic is sent and what search queries the campaign picks up.
For example, if you run a luxury jewelry website, it makes sense for visitors to go to a page where they can view products and start the sales process. Sending them to a part of the website where traffic can’t start a sale, like the website’s blog, isn’t as ideal. Poor targeting can result in a high bounce rate and wasted ad spend.
I recommend targeting specific topics or webpages instead. By doing this, you narrow the type of search queries that can be matched to your website targets, resulting in more qualified traffic and less wasted spend.
When starting a campaign from scratch or adding in a new Dynamic Search target, pay attention to the target’s estimated website coverage. Simply put, website coverage is the percentage of a website covered by an individual target.
If you’re having a problem with your Dynamic Search campaign not generating high traffic volume, the problem could be that you have too small of a target. Try expanding and see if that opens things up. Or if the opposite is true, switch to a target with a smaller website coverage to cut down on the junk clicks.
Dynamic targets can be excluded from your campaign to prevent traffic from reaching pages you don’t want to be used for ads. Much like the different targeting options available, dynamic exclusions gives you control over when Dynamic Search ads appear and where they send traffic.
Exclusions can be made at the campaign or the ad group level. When creating dynamic targets, try applying existing targets as exclusions for other dynamic targets. Sticking with the luxury jewelry website, let’s say you have a target set up for watches, but you want to create another target for Rolex watches in particular.
After creating the new Rolex target, exclude that from the larger, general watch target. Proper segmenting and exclusions should work to create a structured Dynamic Search campaign where there is little, if any, overlap between targets.
If you aren’t using negative keywords in either a shared list or attached to your Dynamic Search campaign, you need to take action immediately. Negative keywords should be applied just like any other search campaign.
Depending on the dynamic targets, you could make the argument that negative keywords are more crucial for Dynamic Search campaigns because queries are matched to website content and not keywords. When first launching, check your search queries report frequently to make sure you’re not burning budget on irrelevant queries.
Like any other search campaign, remarketing lists can be attached to your dynamic search campaign with the option to just bid on these audiences or to target and bid. This is useful if you have a remarketing audience specifically interested in a dynamic target.
Let’s go back to our luxury jewelry example from earlier and imagine we have an audience of people that have previously purchased a Rolex watch. We can attach that Rolex audience to our Rolex dynamic target with a positive bid modifier to raise bids when members of this audience search Google for products we have in our inventory. This modifier will allow us to bid up, obtain better ad position, and ultimately put us in a better place to make a sale.
When applying remarketing lists, it’s important to remember the difference between settings. Bid Only allows you to apply a bid modifier only when members of our audience enter a query. It has no effect on bids for people not in the audience. Target and Bid finds members of that audience only. Non-audience member search queries will not be matched to your targets.
Dynamic Search campaigns have the ability to really blow the doors off performance by finding new, profitable search queries that you otherwise may have missed. But it’s important to regularly update and tweak targets and exclusions to get the most out of performance.
Also, don’t be afraid to step outside the box with your segmentation and test new things out. No matter the size or maturity of the account, Dynamic Search is an effective strategy that should bring success to whoever uses it.
Super Bowl 50 is here, and the cost to advertise is heating up faster than the Broncos/Panthers rivalry. In fact, CBS is charging up to
$5 million for a 30-second ad spot during the big game. According to eMarketer, the top five Super Bowl advertisers have spent a total of $745.1 million for the privilege over the past 10 years.
While the Super Bowl is a great time to drive awareness with cute Budweiser puppies and ridiculous Doritos commercials, most advertisers can’t afford to shell out that kind of money. Here are four strategies to help marketers of all sizes take advantage of the Super Bowl without breaking the bank.
Make sure you have a cohesive plan in advance of the big day that includes organic and paid teams, and all marketing channels where you have a presence (search, social, display, etc.). With a solid strategy in place, you’ll have a good foundation to help you capitalize on any spontaneous moments that may occur, such as Oreo’s quick “dunk in the dark” reaction in 2013.
Here are a few recommended tactics:
During the Super Bowl, millions of Americans are watching more than just the TV screen. They’re grabbing recipes from Pinterest, posting photos of their gameday garb on Facebook, and sharing their real-time reactions on Twitter. Advertisers who understand this second-screen behavior are in the best position to take advantage using a mobile-first approach.
Facebook, Instagram, and Twitter all offer top-notch video advertising formats, so you can run your commercial without dropping $5 million. Captivating video formats provide an exciting way to engage with users who skim through their phones while watching the game. Other things to consider:
If you already have a good baseline social advertising strategy, take things to the next level using TV Sync technology. TV Sync allows you to automatically activate your social ads based on customizable offline events like television flight schedules, live programming, weather changes, or sporting events – all in real time. It’s a powerful way to amplify your reach and drive engagement across screens.
TV Sync allows you to:
Last but not least, consider using these strategies beyond Super Bowl Sunday. Every day is a great chance to extend your advertising beyond TV, onto the second screen and into the virtual living room.
Consider applying these ideas during primetime TV shows, live awards events, college or national sporting events, the World Cup, the Lumberjack World Championships, or any time at all.
Pumpkin spice lattes. Cold weather. Football on TV. That can only mean one thing – the holidays are here!
While you’re busy planning your holiday vacation, family meals, or gift shopping plans, remember to schedule a few minutes for your retargeting campaigns. Consumers are ready to spend billions over the next six weeks (especially online!) so make sure you adjust your campaign settings to capitalize on the holiday rush.
Here are a few simple steps you can take to boost your campaign performance for the holidays:
With all that holiday shopping going on, you’re likely going to see a boost in site traffic, which means you’ll see an associated boost in impressions served and advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.
We recommend a 25-50% budget increase for the holidays, but you know your site traffic best. Whatever % of traffic increase you’re expecting, boost your budget about that same %.
Consumers will be spending a lot of money on products, but that also means advertisers are spending a lot of money on ads. You’re going to have competition! With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To be ready for this, make sure you increase your CPM bids across your campaigns. Allowing your campaigns to bid a higher amount will make them more competitive and give you a better chance of serving more ads. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.
Your potential customers are thinking, talking, and singing about the holidays this time of year. Join that conversation! Using ads that mention specific events like Black Friday or Cyber Monday can grab a visitor’s attention. Send them holiday cheer, mention that there are X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a call to action, and you could see a boost in clicks and conversions.
Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)
Finally, create campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday themes ads.
We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at firstname.lastname@example.org with any questions or comments.
From our team to yours – happy holidays!
Marin Software recently participated in the E-Commerce Paris trade show, the largest cross-channel event in France. During the three-day event, we had the opportunity of presenting with our customers as guest speakers. One such opportunity was a workshop on ‘the relevant criteria to choose your digital media buying platform’. Thibaut Vouloir, Acquisition Manager at financial services company Cofinoga, detailed the main things every agency or advertiser should care about when looking for a solution.
First off, he insisted that the provider must be independent from any media selling business. To guarantee a fair arbitrage of the bid recommendations on any campaign, the platform can’t be owned by a specific publisher, whoever that publisher may be. An independent platform helps advertisers to optimize their media investments on different channels, across search, social, and display.
For Thibaut, it should be a given that he has access to a local and experienced service team – in his case, based in Paris who speaks French – who understands his needs and gathers his feedback to improve the product. One of his needs is the ability to integrate his DMP tracking system, with customized specifications. The strength of a local team is its capacity to contact the DMP solution, then work collaboratively with the customer to deliver a needs-based solution that drives results.
In particular, Thibaut mentioned the absolute flexibility of Marin’s automated bidding tool considering the different objectives of Cofinoga’s financial products. Using the three different bidding strategies that Marin offers (position, CPA, and ROI) – within the same campaigns or across multiple campaigns and publishers – allows Cofinoga to effectively control and monitor the costs of acquisition. The time an advertiser saves with automated bidding can be reallocated to other tasks, such as A/B creative and landing page testing. “The keyword marketer is freed up from the repetitive task of manually changing bids every day,” said Thibaut.
To find out more about how Marin Software can help you achieve your cross-channel advertising goals, contact us today.
The holidays are a busy time of year for retail advertisers. Outside of work, their lives are packed with relatives, shopping, menu planning, and social events. Add launching holiday promotions, bid management, and budgeting to the agenda and they have an even longer to-do list in the middle of an already stressful holiday season.
To help our retail advertising customers succeed during the critical holiday shopping season, we’re happy to introduce Marin’s Center of Excellence. This is a new division of the Marin Customer Success team that combines marketing expertise and mastery of the Marin platform to help grow your business. The team provides consulting and tailored offerings for Marin customers to address business needs and help them get the most out of the platform.
While consumers are editing their shopping lists in October, you’re editing keyword lists and writing endless variations of holiday ad copy. And, if you’re asking yourself, “What am I missing?” or “How can I better optimize this?”, the Marin Center of Excellence team is here to help you through these and other common challenges.
Having managed campaigns themselves once upon a time, the team has compiled a list of step-by-step recommendations to keep handy as holiday promotions begin to kick off in the coming weeks.
Start by loading holiday focused objects into Marin early (e.g., keywords, creatives, sitelinks, and mobile-preferred creatives) and keep them paused until you’re ready to launch. This will allow enough time for creatives to go through review on the publisher’s side, for you to submit any exemption requests, etc. Don’t wait until the last minute or you risk forgetting important objects (like sitelinks!) and hitting policy violations.
In addition, make sure you have the necessary Scheduled Actions configured for your holiday-themed campaigns and creatives. Scheduled Actions are essential during promotions and sales and help you take back those long holiday hours by automating the pausing and activation of select campaigns and creatives. If you know that certain days or weeks see an increase in traffic, set up rules so you’re always showing top-performing ads at the most opportune times.
Marin Dimensions are another great time-saving tool. For example, if you have different promotions for Black Friday and Cyber Monday, tag them with a Dimension. Once tagged, you can quickly filter for those objects tagged with a “Black Friday” dimension to pause them and take the same steps to resume your Cyber Monday ads. This workflow works great for those time-sensitive campaigns you’ll be switching on and off across publishers.
Finally, you should consider an account audit ahead of the holiday. This will ensure you have an account structure in line with best practices, help identify specific performance issues, and allow enough time to prioritize any issues requiring implementation. The Center of Excellence is offering holiday focused account audits to improve account performance and better optimize your program this holiday season. Contact your Marin account representative for more details.
In anticipation of the expected increase in traffic and competition, the Center of Excellence recommends setting up a schedule for any bid changes that need to occur throughout the holiday season. Take a look at your historical data for previous years. Do you notice a year over year rise in historical CPCs? Did traffic increase significantly? Pair this data with your goals to set up an ad scheduling or boost schedule.
These two features allow you to make faster adjustments to bids without making drastic changes to your overall bidding strategy (by changing folder targets) that could prompt unwanted results. If you want a little help crunching those numbers, the Center of Excellence is offering a Holiday Bidding and Boost consultation tailored specifically to your program that works in tandem with our bidding algorithm.
Marin offers an easy way to set up and schedule automated email alerts to assist you with monitoring account activity during the holidays. The Center of Excellence recommends creating email alerts for the following:
Day over day cost changes
Sync errors for creatives/keywords
Average position threshold
Objects missing tracking
Creatives status = disapproved
If you manage multiple accounts in the platform, try setting up an All Clients report to review cross-client performance data. For example, set up a campaign performance report across all your clients to eliminate having to log into each Marin client account. Hint: Creating alerts across client accounts will save you time, which can be spent enjoying your holidays!
If you’re a client that has many different publisher accounts within many different Marin accounts, utilize Marin’s cross-client bulk sheet feature, so you can create everything with one file rather than having to organize and upload many different bulk sheets.
If you plan to use ad scheduling to help manage bidding this holiday season, set this up in Marin using the multi-edit feature, which will allow you to set your schedule across many campaigns or ad groups at one time, rather than individually.
Prior to making changes for holiday bidding, download a report of all your current keyword bids with the columns you would need for a keyword bulk upload. Use this report to upload these same bids into the application after the holiday season is over and more quickly return to expected levels of performance and traffic.
When creating a scheduled report or alert, take an extra 10 seconds and also create a saved view for those same columns and filters. This way, if an alert or performance report merits investigation, you can retrieve the corresponding saved view to pull this up in the application immediately.
Tag all of your holiday objects in Marin using a Dimension. This will make it easier to apply setting changes and scheduled actions at scale so you can get back to family and fun!