Marketing Insights
Marin Software's Official Blog

Posts related to: ‘Publishers’

Things You Can Do Today to Align with Google Next

Things You Can Do Today to Align with Google Next

This year’s Google Marketing Next in San Francisco highlighted some exciting innovations coming out of Mountain View. Google’s advances with machine learning are paving the way for the next phases of search marketing. We took a look at several key messages from the Innovations Keynote, and identified things you can immediately do to enhance your […]

Read More »

SKAGs in the Time of Google Exact Match Close Variants

SKAGs in the Time of Google Exact Match Close Variants

On March 17th, Google announced its intention to expand close keyword variation matching for exact match keywords to include additional rewording and reordering. In other words, exact match keywords would be eligible to match to more search queries. Google argues that this update will assist advertisers in finding the right keywords to bid on, saving […]

Read More »

Heroes and Villains: Digital Advertising in 2017

Heroes and Villains: Digital Advertising in 2017

For digital advertisers, 2016 was a fabulous year. Global Internet usage on mobile surpassed desktop, plus significant strides were made in mobile-connected technologies. Still, marketers continue to identify winners—and losers—that can affect performance and act as barriers or opportunities for growth. In our State of Digital Advertising 2017 report, conducted in December 2016, we surveyed […]

Read More »

Cheat Sheet: Facebook and Google Ad Types Mapped to the Customer Journey

Cheat Sheet: Facebook and Google Ad Types Mapped to the Customer Journey

At Marin, we know that the most powerful marketing programs are ones that combine the best of search and social advertising. Marketers who unify their programs gain the opportunity to deliver incremental ROI. To actually accomplish this, however, digital marketing teams need to think less about the channel and more about locating where people are […]

Read More »

Your Google Analytics Data Will Never Match Your Facebook Data

Your Google Analytics Data Will Never Match Your Facebook Data

Tracking the performance of your social campaigns is one of the most important factors for success. The fact is that your Google Analytics data and your Facebook data will never match. Why is this? The only way to accurately measure your Facebook data is through Facebook reporting itself. 1. Cross Device Conversions In this day […]

Read More »

3 Gift-Worthy Search Advertising Tips for <br>Mother’s Day

3 Gift-Worthy Search Advertising Tips for
Mother’s Day

Mother’s Day is right around the corner. As children, husbands, significant others, friends, and even extended family search for the perfect gift to shower the moms in their lives, this celebratory holiday presents an opportunity for advertisers to generate incremental sales via paid search. While some shoppers already know what to get mom for Mother’s […]

Read More »

Will Google’s Ad Blocker Save the Free Internet?

Will Google’s Ad Blocker Save the Free Internet?

Every morning I read the WSJ (print edition!) and enjoy a cup of coffee. It’s typically a low-key affair. But today was no ordinary day. I was taken aback when I read this headline: “Google Plans Ad-Blocking Feature in Popular Chrome Browser.” “What the heck?!” was my split-second reaction, followed by, “This is madness!! What […]

Read More »

How to Scope an Incremental Lift Analysis Across Search and Social

How to Scope an Incremental Lift Analysis Across Search and Social

How do you know how well your unified search and social advertising efforts are working? To answer this question, an incremental lift analysis is a must. What’s an Incremental Lift Test? Incremental revenue is earnings you wouldn’t have gained without a specific campaign. An incremental lift analysis, then, assesses the average revenue from two groups: People […]

Read More »

Why Bother with View-Through Attribution?

Why Bother with View-Through Attribution?

How do you measure the impact of influence? More importantly, what’s the best way to measure such a fuzzy concept using an analytical approach? As marketers have been complementing their bread-and-butter search advertising efforts by adding new tactics into the marketing mix—whether it’s social media native ads, rich media banners, mobile in-app interstitials, or desktop […]

Read More »

Google Exact Match ‘Close Variants’: a Big Win for Search Marketing

Google Exact Match ‘Close Variants’: a Big Win for Search Marketing

Search marketing is not unlike fishing. If keywords are the bait, then match types are the technique. Google, then, is the world’s largest ocean. Millions of marketers trust it to provide lots of customers, at cost low enough to turn a profit. So, any change to this ecosystem is heavily scrutinized, and sometimes criticized, when […]

Read More »

Resources