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Archive for ‘Mobile’

What to Expect for Shopping Ads This Holiday Season

By August 16th, 2016

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:

  • 40% of all shopping ad dollars will be on a smartphone
  • 37% of paid search clicks will be on a shopping ad
  • Social clicks and spend share should flatten out over the year and remain at current levels

shopping-2016-blog-the-future-body-image

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.

A 2016 Social Media Shopping Spree

By August 1st, 2016

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.

  • Advertisers are investing big on smartphones and tablets: During Q1 2016, social ad spend on mobile devices represented 90% of ad spend.
  • Shoppers love social ads on mobile: Those ads were popular, with 95% of all clicks happening on social by way of a mobile device during the same time period.
  • This bodes quite well for Q4 2016: Social clicks and spend share should flatten out over the year and remain at current levels.

shopping-2016-blog-social-body-image

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.

In the Click of It: Mobile Shopping in 2016

By July 19th, 2016

When it comes to shopping ads, Q4 and mobile go together like thumbs on a small screen (literally).

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 allowed us to make a few definitive predictions for mobile performance in the 2016 shopping season.

  • Smartphones rule clicks: By April 2016, we expect the smartphone click rate to have grown by about 200% from January 2014. Mobile will leave tablets and desktops in the dust, as they hover just around the 75% point in terms of click share. No competition, as they say.
  • Smartphones rule CTR: The same will hold true for click-through rate, with smartphones projected to dominate the scene throughout the holiday season and beyond.
  • Smartphones rule CPC: Increased mobile activity will lead to lower cost per click, allowing advertisers to allocate spend where it counts most, and to better evaluate the different strengths and weaknesses of different ad formats.

shopping-2016-blog-mobile-body-image

In sum: smartphones rule. For the full results our research, including data on 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.

Top 6 Items to Check Off Your Back To School List

By July 18th, 2016

What’s the saying? There is no rest for the weary? Just when it feels like summer’s just begun, it’s already time to switch up your marketing campaigns for back-to-school shoppers.

According to Google Trends, interest in “Back to school” is on the rise since early June. But summer isn’t over yet, which makes this the perfect time to take advantage of this level of interest before we hit peak season.

Here are the top 6 things to make sure you check off your list to ensure you’re prepared for this year’s back-to-school season:

Understand your competition.

Don’t be so quick to start changing bids. A little research on your competitors goes a long way. Identify the gaps and move quickly on those opportunities. Look for top and direct competitor ads, and don’t forget online tools that can assist in finding out what competitors are doing with keyword bids. We recommend arming yourself with competitive information now so that your account is prepared for the next big retail shopping season.

Target back-to-school focused search queries.

Most back-to-school shoppers include parents and college students—as they prepare for back to school, they’re also searching online for deals. Marketers can benefit from this by creating campaigns that are focused specifically on back-to-school keywords and deal searches. Some examples of this are:

  • back to school supplies
  • back to school sales
  • cheap school supplies

Be sure to give these campaigns a healthy budget, plus either an end date or a scheduled pause to ensure they don’t continue to run post-season.

Create relevant, compelling ad copy and landing pages.

Parents and college students are often price conscious, but also want the products they purchase to last. Also, shoppers are often looking for sales to save money. Marketers should focus their ad copy around these consumer needs to incentivize shoppers to click their ads.

If a consumer doesn’t see a phrase that indicates there may be a good deal on the landing page that comes after their click, they may select a competitor instead. Helpful phrases include the obvious “back to school,” but also things like:

  • sale
  • clearance
  • an additional X% off
  • durable
  • lasting
  • all school year long

And more. We suggest using discount-focused terms for smaller ticket items like colored pencils, and durability-focused terms for larger ticket items like backpacks and athletic shoes.

Put together a bidding strategy

Make sure your strategy is informed by previous years’ data and this year’s goals. This also goes in line with understanding your competition, as we mentioned earlier. Take note of when the cost-per-click in your campaigns rose last year, and by how much, and adjust bids accordingly to ensure you’re pacing well with market demands throughout the season.

Don’t forget to include your shopping campaigns in your bidding strategy planning as well, especially for larger ticket items. Many consumers do a lot of research on items such as backpacks prior to making a decision, and may choose to purchase these items online in order to get exactly what they want.

Stay top of mind using retargeting.

Retargeting is another area where you may be able to better keep the attention of consumers who do a lot of price comparison shopping before making a purchase. Create a separate retargeting campaign specific to, again, higher-dollar items such as backpacks and athletic shoes, targeting users for several days after viewing your product.

When creating these retargeting ads, we recommend showing the products viewed previously in the ad, and potentially offering a coupon code to incentivize the consumer to purchase this product from your business specifically.

Remember mobile!

Parent and student purchase decisions are heavily influenced by mobile. According to Google, in 2014 over 40% of back-to-school searches were done via mobile devices. These searches are typically performed on the go by busy parents and students trying to get back-to-school shopping done in between all the other things they need to do.

What are these roving shoppers doing? They’re performing price comparisons, checking product availability, and searching for the closest store to their current location to sneak in a quick trip and check items off their list. You can capitalize on this by using location extensions and prominently displaying inventory availability for products at nearby stores on their easy-to-navigate mobile site.

If you’re strapped for time and can’t roll out a new back-to-school strategy, keep this checklist on hand, since these best practices are also applicable during the holiday shopping season. Want to learn more? Join the Center of Excellence for our back-to-school webinar on Thursday, July 21st!

Your Guilt-Free Webinar Binge Watching List for This Summer

By June 13th, 2016

Summer. It’s the time of year when I get serious about my binge watching. All of my shows are off the air, and I have precisely two months between the airing of the finale of Game of Thrones (Cleganebowl will be a thing) and Nathan Adrian’s first swim in the Rio Olympics.

But I would never limit my binge watching to just my personal time. I’m always happy to fall down the YouTube rabbit hole at work, and really, so should you with this hit list of Marin’s most popular and highest rated webinars. My colleague Maria shared a fantastic roundup of our best quickie blog reads, but our educational, half-hour to hour-long best practices webcasts are the sort of content you want to chill out with on a long summer workday.

  1. Your Guide to Native Advertising: Best Practices for Commanding Audience Attention (35 minutes)
    National native advertising spend ballooned to $10.7 billion in 2015, a 150% increase over only two years before. There’s no better time than now to learn how to take advantage of its ability to connect and attract the attention of your target audience.
  1. Scale and Optimize Your Social Campaigns Starting Now (40 minutes)
    We joined forces with our partner, Twitter, for this educational webcast on how to best leverage direct response advertising and utilize Twitter’s ad environment in combination with your search and display campaigns.
  1. The Newest Way to Reach and Convert Facebook’s 1.4 Billion Users (55 minutes)
    In this webinar, one of our most popular ever, we teamed up with our partner, Facebook, to tackle the topic of Facebook Dynamic Product Ads (DPAs). Are you taking full advantage of Facebook DPAs to promote your product catalogs? We discuss best practices for utilizing this feature to zero in on your best consumers and boost sales.
  1. The Path to Mobile Advertising Success (40 minutes)
    Whether you’re a skeptic who doesn’t see a reason for mobile to be a top priority, an advertiser unclear on how mobile bid adjustments work, or a seasoned mobile marketer looking for advanced recommendations to improve your mobile game plan, Google’s outlook on the future of mobile and Marin’s mobile-optimized advertising strategies will set you on the path to mobile success. Another partner webinar! This time it’s Google.
  1. Increase Your Display Advertising Performance with Image Optimization (40 minutes)
    Approximately 5.3 trillion display ads are served to U.S. users per year. Yet historically, the click-through rate of display ads is less than .1%. How can display advertisers leverage image optimization to increase performance and gain insights? Marin Software and Boost Media give you answers. 
  1. Integrated Search and Social Advertising: Transforming Trends & Tactics into Revenue (55 minutes)
    It’s an oldie but goodie. We’re joined by one of our agency partners, iProspect, for a webinar on integrating your search and social strategies. We walk through 15 proven tactics to help you better manage, measure, and optimize your campaigns for improved ROI and maximum customer lifetime value.
  1. 8 Reasons View-through Attribution Should be Working for You (30 minutes)
    This webcast provides viewers an introduction to and better understanding of the value and necessity of view-through conversions. It also offers best practices to drive more profitable display ad spend.

It may not rival your Battlestar Galactica binge watch, but it’s the only one you can get away with at work, so happy viewing, online marketers!

 

A One-Hour Summer Reading List for the Busy Digital Marketer

By June 9th, 2016

As you search online for the cheapest flights, the top island destinations, or where a solo traveler can find the best international cuisine, remember—no matter where you are, the mind of the digital marketer always craves useful information to stay competitive.

Whether you end up flying high across multiple time zones or enjoying a staycation this summer, here are a few time-friendly reads from the Marin Software vault to bring along for the ride.

White papers:

Blog posts:

Bonus: This is actually 55 minutes worth of reading, not an hour. Use those extra five minutes to schedule a demo, and learn how we can help you with any and all of the above. Bon voyage!

5 Signs Your Brand is Dropping the Ball on Mobile

By June 7th, 2016

This is a guest post from Brionna Lewis, Marketing and Public Relations Assistant at Kiip.

All trends are leaning towards mobile first. Americans are spending 51% of their time consuming online media through a mobile device. In the years to come, everything will have to be mobile first, including your marketing strategy.

Chances are you’ve at least started thinking about how your brand is going to leverage the mobile space, if you’re not already doing so. But are you doing it right? Here are 5 telltale signs you’re not and, in fact, dropping the ball completely.

1. You think all impressions are created equal.

This is the key to mobile advertising placements. Too many brands are striving for mass brand awareness instead of focusing on strategic ways to reach their target audience. It’ll always be quality over quantity in mobile. One thousand impressions from your target demographic are better than one million from an audience that isn’t interested in your brand at all.

A 2013 study showed that only 2.8% of mobile users thought the ads in apps and mobile websites ads were relevant to them. So, if you’re still investing in mass display advertising, stop. Contextual advertising, based on relevance to the content of the app or web page, location, or time of day and are much more effective.

The Brand Aid survey found that when people view brand ads alongside relevant content, they’re 10% more likely to pick up new information, nearly 20% more likely to feel more positive about the advertiser and, crucially, 23% more likely to think that the ad is relevant to them.

An excellent example is a mobile campaign ran by Samsung on the mobile site for TV.com. TV.com is a website people visit to see what’s on TV, read up on television industry news, and catch up on what’s happening on their favorite shows. An oh-so-fitting place for a Samsung TV ad.

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2. You’re marketing to “millennials”.

If you’re claiming “millennials” as your target audience, you’re effectively saying “everyone.” Using stereotypes to target 80 million Americans is not an effective marketing strategy. It’s like saying everything living in the ocean is a fish—it’s entirely false.

Millennials are a large group of people within a 20-year age range of varying genders, ethnicities, nationalities, interests, and lifestyles. Instead of looking for easy ways to clump people together, focus on the ways that separate them. The more specific you can be about who your target audience is, the more tailored and effective your brand strategy can be.

3. You’re not reaching email inboxes.

Even in 2016, email is still king when it comes to effective marketing. A study found that 91% of consumers check their email every day, and 48% say it’s their preferred channel of communication with brands.

So, if you don’t have a means of collecting email addresses from your potential customers and a strategy for maintaining contact through email, you’re missing out on a lot of potential business.

The trouble with collecting emails is that most consumers try to avoid giving their email out, so that they don’t have an inbox full of spam. The only way to combat this is to offer your customers something in return for access to their inbox. Many companies offer discounts and other member perks to customers who provide their email address.

An example of this is The Barista Bar’s Coffee Club, which they promoted through a Twitter ad placement.

Twitter_Lead_Generation_Card

4. You’re not offering value to your customer.

No one loves banner ads and intrusive pop-up videos, but you know what people do love? Free stuff—discounts, trials, and useful content. If you’re going to ask for someone’s time, attention and ultimately, money, be prepared to offer them something of value in return. The key to both customer acquisition and retention is to offer something that people actually want when advertising.

Through Kiip, Smartwater was able to give Runkeeper, a fitness app, users a coupon for a free bottle of Smartwater for after they complete their workout. This is an excellent way for brands to surprise and delight their potential customers by letting them try their product for free.

smartwater

5. You’re not establishing loyalty.

Loyalty is more than complicated point systems and exclusive sales. Loyalty is building a relationship with your customers. The best ways to establish that relationship is to hear them out and respond. Social media is a great opportunity to do that. If you’re not responding to comments and tweets, you’re missing out on the opportunity to build a relationship.

rs-jetblue-tweet

Another way to establish loyalty is to offer customers something for their mobile wallets. Apple Pay and Google Wallets are a place where consumers store virtual coupons that they can redeem IRL (in real life). A coupon from your brand in their mobile wallet keeps you front of mind and with them as often as their phone is (all the time).

You can also build loyalty with mobile customers by creating an app where users can get more perks, find out about sales, and interact with your brand seamlessly. One company that executes this amazingly is Target, through their app Cartwheel. Customers can check for sales, clip virtual coupons, scan items to see if they are on sale and simply scan their barcode at check-out to get all the saving. Target killed it.

target

So, if you’re currently dropping the ball on mobile, it’s not too late to turn it around. With this new insight, you can develop a winning mobile marketing strategy in no time.

Google’s Expanded Text Ads – Things to Know and What to Do Now

By May 24th, 2016

Google has made a historic change to its creative format with the introduction of a mobile optimized format called “Expanded Text Ads” (ETA). In this post, we provide information to help you understand what’s changing, why it’s a positive thing, and how to automatically make your existing ads ETA-compatible. (Pro tip: Skip to the end of this article if that last point is what you’re after.)

What Are Expanded Text Ads?

Expanded Text Ads are a mobile-optimized ad-format designed to maximize an advertiser’s performance in mobile search results. This is accomplished by providing the advertiser significantly more ad copy to highlight their product or service. Expanded Text Ads also apply to desktop search results.

This change is a big deal because it’s a fundamental shift away from the legacy AdWords text ad format that’s existed for well over a decade. As such, this change will require every AdWords advertiser to rewrite their ads to be ETA-compatible. To learn how to automatically do this, skip ahead to the end of this post.

What’s Changing, Exactly?

Advertisers now have two headlines instead of one, and these headlines are joined with a hyphen. The good news – this copy expansion allows ads to occupy 50% more space on the search results page. Early results indicate that this increased presence improves CTR, which makes sense when you compare the old format (left) to the new format (right):

ETAs

Here are the nitty-gritty details:

  • Headline 1 and headline 2 are 30 characters each. This is a 240% increase over legacy text ads, which historically had just one headline and a 25-character maximum.
  • For the description line, the character count is also increasing. Instead of two 35-character description lines, there’s just one that’s 80 characters.
  • The display URL will now be automatically extracted from your destination URL. You can set up to two path fields like “golf” and “shoes” (e.g., www.powpowsports.com/golf/shoes).

As marketers, we’re excited by all of these updates, and think that the addition of a new headline is only going to help performance, especially in a mobile world.

A Positive Change, for Multiple Reasons

Why is this change a net-positive for advertisers?

  • You gain a new, second headline.
  • More characters for longer messaging increase the odds of connecting with your target audience.
  • We’re seeing better overall performance in our early results.

Why is Google Making This Change?

A couple of obvious questions are: Why is Google making this change? And why now?

The short answer: Consumers have shifted to mobile as their primary method of accessing the Internet. And, advertising dollars are following in rapid succession. eMarketer estimates that in 2016, over 60% of all digital advertising spend will go to mobile. It’s also expected that mobile will continue to gobble up market share through 2020.

Google is staying ahead of this trend by shifting to mobile-optimized ads, which is consistent with the elimination of right-hand ads back in February. In the next 12-24 months, we should see more mobile-centric changes from all major publishers, as they train their attention on perfecting mobile monetization.

How Can I Automatically Make My Ads ETA-Compatible?

Through an exclusive partnership with Boost Media, Marin Software has an automated tool that can rewrite your ads to be ETA-compatible. If you’d like to get up and running on ETA ads today, you can get started here.

Stay tuned for more details, insights, and data as we continue to report on Expanded Text Ads.

5 Ways to Drive More Customers in a Mobile-First World

By May 23rd, 2016

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.

1. If your business gets mobile traffic, then you need to be      setting a bid adjustment

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.

2. Optimize for calls

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.

3. Segment search query reports by device

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.

4. Remember that mobile-targeted ad copy is key

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.

5. Incorporate remarketing bidding strategies

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.

The Continuing Adventures of Cross-Channel Marketing: The Latest Performance Data

By May 12th, 2016

When we looked at performance marketing data from the first quarter of 2016, one thing became clear: cross-channel, cross-device targeting remains the most powerful differentiator for profitable marketing strategies.

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 Q1 2016, key findings include:

  • All mobile, all the time. Advertisers and consumers are continuing to shift towards a more mobile ecosystem.
  • Cross-channel and cross device remain important. It’s important for marketers to adopt and maintain a more holistic and complete approach to digital marketing that targets across all channels and devices.
  • Every channel has its strengths and weaknesses. Not only should marketers become adept at recognizing each channel’s weaknesses, but even more importantly, they should start using all three channels and devices to their best strengths.

For detailed information on Q1 2016 search, social, and display mobile performance – including detailed data charts with YoY performance and up-to-date recommendations – download our Performance Marketer’s Benchmark Report Q2 2016 – Vital Search, Social, and Display Performance Data by Device.

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