Marketing Insights

Archive for ‘Google’

How to Segment Remarketing Audience
by Last Interaction

By February 9th, 2016

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

When building out a fully functional PPC account, it’s important to utilize remarketing lists in addition to your standard campaigns. Remarketing lists allow you to target individuals with ads that are already familiar with your brand because of a past interaction, generally an ad click leading to a visit.

These visitors are valuable because they’re usually further down the sales funnel. Remarketing is a great way to retain these past visitors, capture incremental volume, and shorten the gap between time of click and time of purchase.

If you’re advertising on a pay-per-click network (Google, Bing, Facebook, etc.), you’ve more than likely utilized remarketing lists to improve account performance. You can also improve your remarketing lists, specifically your Google and Bing lists, by segmenting your audience based on time of last interaction.

Why Segment by Time?

There are a few benefits to segmenting your audience by time. The first is that it breaks apart a very large audience into multiple audiences of very manageable sizes. This then allows you to bid more or less aggressively depending on the audience.

For example, you may want to bid very aggressively to get an audience of users that last interacted with your website one to three days ago back to the website. You may not want to bid as high for the people that last touched the site 25-30 days ago.

Using this method, you can place a bid on each audience that’s most appropriate. However, be conscious of the size of the main audience you’re trying to split. This practice is usually a better fit for more general touchpoints that generate larger audience lists. It isn’t always the best to break apart a very small audience pool because at that point, the lists can become too small to employ.

How to Create Your Audiences

1. Create a new remarketing list

2. Select who to add to your list

Generally, I select page visitors. But there are options to select page visitors who did/did not visit another page, visitors of a page during specific dates, and visitors of a page with a specific tag.

If you’re more advanced, definitely utilize the custom combination option. I’ve used this capability to refine my segmented lists even further in the past and to block past converters from my lists.

3. Set the rule

Enter the page URL that you want to build your audience around.

4. Set the membership duration

Here’s where you can get creative. Go to the Tools drop down, then select Conversions and take a look at your attribution data. How long is the time lag from click to conversion? Use this information to set your membership duration for your audiences.

If you’re unsure, just use common sense to create reasonable durations. For this example, let’s assign the first audience a five-day membership duration. 

5. Repeat

After creating the first audience, repeat the process and extend the membership duration with each additional audience. Using the five-day example above as a starting reference, we can create three more audiences with membership durations of 10, 20, and 30 days.

In the end, instead of one very large audience, we have one broken up into chunks based on the account’s specific conversion history, which gives us more control over bidding and ultimately better performance. Using this method, we don’t bid the same amount for someone that last interacted with the website 30 days ago as a person who last interacted with the website one day ago. Try it out and see how it performs!

3 Simple Tips for Restructuring SEM Accounts

By January 12th, 2016

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

At some point, an SEM account manager will have to restructure part of or all of a search account. There are several reasons why this sometimes frustrating and exhausting exercise must be completed. Most commonly, it’s related to subpar account performance and the metrics that suffer as a result. Other times, it has to do with poor account organization.

A great example is when the same keywords are being housed in multiple campaigns, which target the same geographic locations. It’s also not unheard of for an account manager to restructure an inherited account because the current structure is a poor fit for his or her managerial style. No matter what the reason, there are steps you can take to make the restructuring process simple.

Before jumping in, make sure you’ve exhausted all other options for improvement. There’s no need to put a ton of extra work on your plate if you don’t have to!

1. Identify Why a Restructure Is Needed

First, take a step back and examine the issue. Why do you need to restructure the account? Chances are, if you’re thinking of a restructure, you’ve already identified the issue. But if you haven’t, really take some extra time to examine the current setup. Ask yourself a few questions:

  • Are there keywords you can pause to improve performance?
  • Can you change some bids?
  • Can you add some new campaigns to plug the gaps?

Again, don’t create a ton of work if you can avoid it. If you choose to continue down this road, make note of why this current structure didn’t work and do not repeat the mistake!

2. Identify What Worked

Not everything can be bad! Even in the most bloated of accounts, there are successful components that can be salvaged and used another day. Dig in and find those highly relevant, high volume keywords and use them as your foundation. Continue to use the same landing pages if that’s worked well for you.

Make note of the best performing geographic targets and include those targets in your new campaigns. Use anything and everything to your advantage to make the new campaigns successful.

3. Slowly Phase Out

If your old campaigns are already paused, then congratulations! You can skip over this step. If your old campaigns are still active, you’ll need to slowly phase out those legacy campaigns.

An abrupt switch will be a traffic killer and cause a massive conversion volume loss in the process. Instead, launch the new campaigns, slowly drop legacy bids, and increase the new bids. This allows for those new terms to gain some traction while the legacy terms still bring in some volume. Once you’re satisfied with the volume the new campaigns are getting, pause out the old ones.

Restructures can be daunting, but if you realize where the key issues are in the current structure and strategically plan out how to correct those issues, the process becomes much less complicated.

In sum:

  • Take some time to figure out why you need to restructure.
  • Identify what worked in the old structure and apply that to the new campaigns.
  • Slowly phase out those old campaigns and be sure your new campaigns don’t suffer from the same issues that plagued the last.

Finally, be confident. Have faith that you’re going to get things turned around in no time.

Why PPC Granularity Will Be Your Best Friend

By January 7th, 2016

This is a guest post from Johnathan Dane, Founder of KlientBoost.

Have you ever thought your Google advertising account should be performing better?

You may be following the advice of many that say that the more time you spend in your account, the better.

But what if it’s all backwards?

What if it only takes you 10 minutes a week to improve your Google advertising performance?

If your Google campaign performance hasn’t been improving month over month like the table below, then keep reading.

01-GoogleCampaignImprovement

It’s about to get interesting. Let’s get started.

Automatic Placement Extraction

If you’re running any type of display or remarketing campaign, you might find that your display ads are showing up on websites, apps, or even video overlays that aren’t performing well.

Overall though, you might be decently happy with your display performance, but always wondered if it could do better.

02-DisplayPerformance

Take a look at your Automatic placements under your Dimensions tab

To start the “performance pruning”, see which Automatic placements either have a cost per conversion that’s too high, or better yet, which placements are actually bringing in sales (not just conversions) by equipping your Google advertising Final URLs with ValueTrack parameters.

This will then help you get more conversion volume out of those specific placements when you extract and target them exclusively through a new campaign.

Search Term Extraction

Search term reports are such an important part of regular Google advertising maintenance that it’s not uncommon that some people do this more frequently than brushing their teeth.

When looking at your search term report, get as close as possible to making sure your search terms and keywords have no discrepancies between them.

In other words, your Added / Excluded column from your search term report should have the green “Added” label going down the list for as long as possible, just like this:

03-SearchTermExtraction

This gives you a much stronger control of what you’re paying for

When that happens, you can make your ads specific to not your keywords, but your search terms and see higher click-through-rates from your efforts.

Let’s say you look at your search term report and find your search terms and keywords don’t match. The first thing you should do is extract your search terms with the most impressions and create what are called Single Keyword Ad Groups (SKAGs).

Just like the name implies, SKAGs are ad groups that only allow one keyword per ad group, that then have corresponding ads that are extremely specific to that keyword.

Time Lag and Attribution Reports

Did you know that the last keyword and/or ad clicked always gets to lionshare of conversion credit?

What if there were seven other touchpoints (impression and ad clicks) that happened before the final conversion? Wouldn’t you want to know what helped assist that conversion?

I know I would.

If you don’t care, there’s a good chance you’ll pause keywords and placements that don’t get the conversion credit. But, when you do, you’re strangling your account at the same time, without even knowing it.

Let’s take a look at your Google advertising attribution.

Inside your account, go to the top of your Google advertising interface and click Tools > Attribution.

Once you’re there, take a look at the Time Lag report on the left side. Here, you can see how long it takes people to convert from either first impression, first click, or last click.

04-ImpressionConversionDelay

Here’s a look at first impression conversion delay of 6.19 days

This will help you make your nurture and/or retargeting campaigns more of a priority to test.

Geographic Granularity

Are you a local, statewide, nationwide, or even an international advertiser?

No matter how big an area you’re targeting, every geographic hill, slope, mountain, and valley performs differently. The same thing goes for individual states and cities.

And, because you can’t target people who live on just a hill (yet), the next best thing is to understand the performance of each state or city that sees your ads.

05-GeographicGranularity

To see this report, go to your Dimensions tab, then View -> User locations

As you can see above, the state of New York may be costing more per conversion than others. So, you may want to add in negative bid modifiers at the state level, like this screenshot shows.

06-States

You can then drill even deeper and create new campaigns with state level campaign targeting, and give bid modifiers to individual cities within that specific state to get your closer to your cost per conversion goals.

You can take it even further and start utilizing city specific ad copy and landing pages with area code specific phone numbers, to appear more local to visitors and increase your conversion rates.

Device Targeting

As I’m sure you’re already aware of, Google advertising doesn’t allow you to separate devices in their own campaigns like they used to.

These days, you have to group desktop and tablets together in the same campaign. And while Google may say that both those devices perform similarly, there are thousands of Google advertising accounts out there that say something completely different.

Here’s the truth: Desktops and tablets will never perform the same way.

I’m not just speaking from a conversion rate standpoint, but also from a sales standpoint.

When Google told the world that devices don’t matter, but user context does, they certainly never thought of every single industry, but more so of a blanket band-aid that would apply to “most advertisers”.

Believe it or not, there are some workarounds you can use to get desktop, tablet, and mobile campaigns in their own campaigns and still target the search and/or display network.

But first, let’s look at how we find current device performance differences within your account.

07-PerformanceDifferences

Here’s how you find that info

First, go to Segment then Device in the dropdown.

08-SegmentDevice

This will expand your view with three extra rows

As you can see in the screenshot above, our mobile devices are giving us the lowest cost per conversion while tablets are sucking it up and being the most expensive.

Now let’s say for a minute that your tablet performance is just as good as your desktop performance (like Google says it is), but your mobile performance sucks.

You can quickly add in what’s called a negative bid modifier between 1 and 100%.

09-NegativeBidModifier

Go to Settings -> Devices and increase or decrease in the red square

If you never want to target mobile devices, then you can set a negative bid modifier of 100%.

Day of Week Targeting

Just like keywords, ads, and landing pages perform differently, so does Monday compared to Thursday, and Saturday compared to Wednesday.

Inside your Google advertising account, you can see this day of the week granularity in a snap. Just head over to Dimensions -> View: Day of the week.

10-DayOfWeek

In this case, Saturdays and Sundays are doing really well

Having these kinds of numbers doesn’t mean that you should stop advertising on Thursdays (because it has the highest cost per conversions). But, it could mean that you should start considering “day of the week” bid modifiers like we did for our devices earlier.

Some industries tend to be very predictable in their weekly trends. If your company falls into a category like that, then take advantage of the control you have and get more aggressive with your bids on great performing days, and taper back on the not so great-performing ones.

Time of Day Targeting

Just like we saw how your days perform differently during the week, so do your hours within the day.

11-TimeOfDay

And, just as we can create bid modifiers for 24-hour day targeting, we can also take advantage of the same thing with bidding blocks of hours within a certain day of the week, to break it down even further.

12-BiddingBlocks

In this screenshot, late mornings and afternoons tend to perform better than mornings

If you already have the data and insight that allow you to use this type of granular bidding, then definitely do so.

You might even find that Google or other bidding platforms are restricting how many bid modifications you can make on a daily basis. If that’s the case, I suggest you try using Brainlab’s 24 hour bidding script that allows you to take it one step further, and then some.

In Closing

Now before I let you go, please keep this in mind:

“With great control, comes great responsibility.”

Having access to all of this data is great, but only if you can be actionable with it to improve your performance.

I see time and time again that people spend countless hours trying to tweak and prune things with modifiers, rules, and even scripts that change bids depending on the weather.

While all of this is great, most of it becomes entirely obsolete as soon as you have a landing page test that improves your conversion rates by 50%. When that happens, all the things you’ve put into place need to be redone.

One thing that will always help you out, no matter your goals, is to extract and target things in a granular fashion that makes sense.

Use the dimensions tab and its reports to your advantage and keep on making progress :)

Buy Buttons and What They Mean For You

By December 15th, 2015

By now, you’ve likely seen or heard about buy buttons, which are a quick way for customers to purchase directly from search, social, and video platforms. How should digital marketers work with buy buttons this holiday season?

First, let’s review the statistics.

202%The year-over-year lift in social media-referred orders that Shopify reported.

60 millionThe number of shoppable pins on Pinterest.

84%. The percent of Pinterest buyable pin-referred orders coming from new customers, according to one advertiser case study.

What it means for you

These data points indicate a growing trend toward social as a shopping discovery tool. One thing missing from the statistics is the success of buy buttons from a revenue standpoint. Since buy buttons are relatively new, it’s still too early to tell how successful they’ll be in generating sales, making it uncertain whether to prioritize them over other tests this holiday season.

Still, it’s worth it for brands to begin preparing now, given the investment being made in buy buttons across the digital ecosystem. It’s easy to imagine that customers will quickly become accustomed to social discovery-fueled shopping, facilitated by buy buttons.

Let’s take a moment to recap some of the major networks with buy buttons, many of which still have the ad units in beta, with a select group of advertisers:

Instagram

As part of its action-oriented suite of ads released in June, Instagram has an ad unit with several call-to-action options including “shop now,” which allows users to make a purchase while staying within Instagram.

Pinterest

Pinterest has made Buyable Pins available to advertisers on select e-commerce platforms since late June.

Google

In mid-July, Google announced it’s beta testing its own version of the buy button in mobile paid search results.

YouTube

In late September, YouTube launched Shopping Ads, which include a click-to-buy option within partner videos.

Twitter

In late September, Twitter announced U.S. advertisers on select e-commerce platforms have access to buy buttons in tweets.

Facebook

Facebook, which has tested a buy button for over a year, in October announced it’s testing a shopping tab, enabling users to shop directly in the platform without visiting a brand’s site.

Where to go from here

With so many major networks supplying buy button-infused ad inventory, customer shopping behavior will be influenced—it’s just not clear yet how and to what extent. At this phase, it’s worth testing buy buttons on a small scale to establish a benchmark and to begin collecting intelligence to inform next year’s holiday buy button strategy.

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Google’s Customer Match: How to Use First-Party Data for Best-in-Class Performance

By November 19th, 2015

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

Customer Match is an exciting new feature that Google recently unveiled that can greatly strengthen your ability to connect with an existing customer base. You now have the option to upload the email addresses of past customers or email subscribers directly to AdWords. You can then target that audience through Google Search, Gmail, or YouTube. Similar features are already available through AdRoll and Facebook. With Google’s newest addition, you can now leverage 1st-party data across yet another network.

This is fantastic news for all advertisers, particularly those in possession of large lists of customer emails who are looking for new ways to utilize that data to improve marketing efforts. Every marketer I know is looking for a better way to increase marketing efficiency, so this should really benefit all of us.

Google is allowing you to take what you know about your customers and use that to drive messaging across devices and platforms. This, in turn, allows you to build loyalty and repeat purchases among an existing customer base.

Three Main Methods for Leveraging
Customer Match

1) The first, and most obvious, way to use Customer Match is to stay in front of your customers. If someone has made a purchase from your business, these audiences can be used to target existing customers and keep your brand fresh in their mind. This encourages repeat purchases and leads to incremental gains.

2) The second is to re-engage past buyers who haven’t interacted with your brand in an extended period of time. Imagine Jane Doe bought a stereo in January and hasn’t purchased from your brand since. You can now create an audience specifically to target her, and individuals like her, when they’re logged into the Google network.

3) The third method is to create a negative audience. This audience is made from a group of people whom you do not want to see your ads. (Maybe you don’t want to risk overexposure, or you wouldn’t benefit from re-engaging this audience.) Businesses focusing on generating leads fit into this category. Customer Match allows you to create and exclude that audience from your advertising campaigns. As a result, you only capture new leads.

There’s a Low Barrier of Entry

Setup for Customer Match is simple. Upload a .csv file containing hashed email addresses directly into AdWords. The larger the list the better, since audiences with fewer than 1,000 members won’t be targeted through any of Google’s networks for privacy reasons. Once processed, you have a new audience to target across devices and channels like any other remarketing audience.

The one exception here is the Display Network, since this feature is not yet compatible. For YouTube and Gmail, Google also creates a “Similar Audience” when eligible. This can increase overall lead volume by allowing you to target audiences made of new users who exhibit characteristics similar to your Customer Match lists.

Customers Come First

Google goes to great lengths to protect user privacy, and this feature is no different. All data uploaded to AdWords must be 1st-party data. All email addresses must be hashed before uploading. Once they’ve been processed and matched to Google users, all data is discarded. This process ensures that all user information remains safe and protected throughout the entire matching process.

Additionally, advertisers must provide a link to a webpage where users manage email preferences. This link is a requirement, and you won’t be able to use Customer Match without providing it. Failure to comply with Google privacy policy can result in being denied the ability to use the Customer Match feature and in some cases, account suspensions.

To summarize, if you have a large amount of 1st-party data, Customer Match is a feature you should definitely test. It’s simple to implement and can be used in a variety of ways across Search, Gmail, and YouTube. Since Google makes privacy a top priority, you don’t need to worry about putting any of your customer base at risk. Overall, the AdWords team has made a great improvement that makes it easier for businesses to enhance consumer relationships and brand loyalty.

3 Tips for Using CRM Data to Reach People Across Channels

By November 16th, 2015

With the recent release of Google’s Customer Match, the ability to target users through their email address has finally come to search advertising. This type of targeting has been available in social since Facebook announced Custom Audiences in 2013, and is accessible to display through data onboarding. Now, because of Google’s new feature, advertisers can target users using this data across search, social, and display, and across multiple devices.

This opens up many new possibilities for cross-channel, cross-device advertising. As it stands, a large percentage of marketing CRM emails are never opened. Advertisers can’t depend on email alone to connect with high-value customers in a CRM. We recommend using your CRM data to serve ads across search, social, and the web.

How do publishers match emails or user IDs to users across the web?

First, some background. The deterministic matching method relies on personally identifiable information commonly stored in CRM systems. With this method, a linkage is made when a user in your CRM uses the same email address or social media user IDs to log into an app and a website – across browsers and devices.

As long as a user is logged in across devices and targeting is set up across channels, advertisers and publishers can use this unique identifier to target those users cross-channel, on multiple devices.

Advantages over cookie-based remarketing

Google, Facebook, Twitter, and Display Networks already allow you to serve ads to previous site visitors with remarketing lists. This is traditionally done with cookie pools. Customer Match, Custom Audiences, and display customer targeting all allow you to advertise to recognized, signed-in users wherever they are – whether it’s mobile, tablet, laptop, or desktop.

This cross-channel path is difficult for cookies to traverse. It’s also hard for cookies to move across different browsers, and users can easily delete most cookies.

The other main advantage is that CRM data can be collected from multiple offline sources. For example, retailers can ask for a customer’s email address after an in-store purchase, or a travel agent can ask for an email address after a phone booking is made.

The Best Uses of CRM Data to Amplify Cross-Channel Reach

1. Do the Right Thing for the Right Channel

When it comes to matching CRM data with users for targeting, each online advertising channel has slightly different options. Be sure to make the most of each channel’s unique possibilities.

Search
Email addresses

Google’s Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail. Customer Match allows you to upload of a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns in Marin with highly relevant targeting and specifically tailored messaging for your audience.

Social
Email lists, phone numbers, Facebook user IDs, Twitter IDs, mobile advertisers IDs

Custom Audiences (Facebook) and Tailored Audiences (Twitter) make it easy to target specific customers or prospects at scale. It allows you to match your customer list against Facebook, Instagram, and Twitter users in a secure and privacy-safe way. Advertisers can use Marin to target users across social platforms and devices.

Display
Email addresses, CRM, point of sale, and mobile advertisers IDs

Through uploading emails, CRM data, point of sale, and mobile advertisers IDs, data onboarding technology (such as LiveRamp) can match your anonymized data to online devices and digital IDs, and segment audiences. These audience segments can then be sent to Marin for display targeting.

CRM-workflow

2. Be Sure to Segment

Segmentation is key to the success of CRM targeting for search, social, and display. Users can be segmented by value, actions, loyalty, recency, and satisfaction, among many other options – the segmenting possibilities of your customer database are virtually unlimited. You can use all of these segments for innovative advertising, such as enhancing your strategy, target audiences, and creative based on fresh and reliable data.

3. Go Cross-Channel

Using CRM data for targeting can produce fantastic results in single-channel siloes. However, when it’s used as part of a cross channel marketing strategy, the number of creative marketing tactics becomes almost limitless.

One common example of using CRM data across channels is targeting users with tailored messages across search, social, and display, depending on whether or not they’re existing customers.

Channel exclusion lists are just as important as positive targeting lists. In addition to reaching specific audiences with your ads, you can exclude unprofitable channels but still reach the same audiences.

For example, suppose an advertiser is in an industry where search keywords are particularly expensive. But, they want to update existing customers about a new product in a more cost-effective way. They could exclude the existing users from search targeting but still advertise to them on social and display.

CRM targeting strategies also open up new customer care and support avenues outside of phone, email, or direct mail. If a customer has a specific issue, it can be resolved at the level of a search query. Using CRM data, you could automatically deliver the most relevant information and links based on the products or services your customers are using, even if they use the exact same search query to search for information.

Using CRM data and user matching addresses a number of the challenges of cookie-based remarketing. It also helps bridge the gap between offline and online marketing activities. With Google’s new Customer Match, CRM data can now be used to actively target across search, social and display. This paves the way for innovative cross-channel, cross-device advertising strategies.

Marin Masters San Francisco at the Terra Gallery – Top Takeaways and Favorite Tweets

By November 5th, 2015

We held our sixth annual Marin Masters San Francisco on Thursday, October 15th. Marin Masters is unique in that it allows us to bring together our customers and partners in one room to share ideas, talk about the latest digital marketing trends, and network.

Beyond the food and drinks, there was a lot on offer. Here are my top three takeaways from the event and some of my favorite tweets.

1. Build audiences of new users who behave like
     your converted customers

One of the new features we were excited to preview at Masters is our version of lookalike targeting. For those of you unfamiliar with Facebook’s Lookalike Audiences, it allows advertisers to find new customers by uploading their own customer data, and having Facebook identify other people who might be similar to your customers.

Marin’s version of lookalike targeting will act much in the same way, but will let you develop these lookalikes using data across search, social, and display. Maximizing the data from your first-party audiences is key to expanding your audiences and, in turn, seeing a high ROI.

2. The forward thinking marketer is blending the
     old and new to drive results with audience-
     centric marketing

It’s easy enough to understand that not everyone is the same, but in this data-driven day and age the keyword has in many ways replaced the customer. Cameron Urry, a customer and speaker from Partner Fusion, suggested we continually ask ourselves the question, “Am I truly customer focused?” Though the days of Mad Men are long behind us, we still need copy and content to resonate at an individual level. Campaigns should be set appropriately to target or reengage, and the customer must be supported in their buying process across search, social, email, website optimization, content, and SEO.

3. In digital advertising, the biggest opportunities
     are in the smallest moments

Joseph Corral from Google shared five key moment types digital advertisers need to worry about when addressing consumers:

  • I-want-to-watch-what-I’m-into moments: the moment when someone is looking to explore their passions and be entertained through engaging content.
  • I-want-to-know-moments: this is the moment when someone is exploring or researching, but not yet in purchase mode.
  • I-want-to-go-moments: this is the moment when people are looking for a local business or are considering buying a product at a local store. Being a contender means getting your physical business into their consideration in that moment.
  • I-want-to-do-moments: These moments may come before or after the purchase. Either way, these are “how to” moments when people want help getting things done or trying something new. Making the right content available is key.
  • I-want-to-buy-moments: Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.

We had some great tweets happening during the event, and here are a few of my favorite.


(Hands down, Dashboard Confessional t-shirts are always welcome at any Marin event.)

5 Ways to Maximize Results Throughout the Day

By October 26th, 2015

Today’s retail advertisers have to constantly deal with many different factors simultaneously – direct competition, changes in consumer behaviors, and staying on top of industry innovations and trends, just to name a few. All of this can be quite overwhelming, especially with the holidays quickly approaching.

To alleviate the stresses of the season for retail advertisers, we’re excited to announce the general availability of PositionLock™, an intraday, position-based bid optimization solution designed to help marketers maximize visibility, traffic, and conversions throughout the day. Using PositionLock, retail advertisers can rest a little easier this holiday season, especially during peak online shopping days and hours of the day.

PositionLock relies on a new, patent-pending algorithm that leverages ad position data captured throughout the day to intelligently set optimal bids and bid boosts to keep advertisers’ ads in desired ad position ranges.

For example, using PositionLock, a retail advertiser whose sales come primarily from mobile devices can opt to have their best-selling product terms appear between positions 3-5 for desktop and 1-2 for mobile.

Marin is the only digital advertising platform that allows advertisers to automatically optimize preferred position ranges, by device, throughout the day.

With the holiday shopping season already starting to ramp up, Marin’s PositionLock™ is an excellent solution for helping retail advertisers ensure they’re visible in the top ad positions for their best-selling product terms or important brand terms.

If you’re a retail advertiser looking to improve brand awareness, visibility, or traffic quality over the holiday shopping period, we’ve highlighted five example use cases to show how using PositionLock can help you meet your goals.

Maximize visibility over the holidays

Most retailers have product terms on seasonal items that PositionLock can maximize visibility on during peak shopping season days. With PositionLock’s intraday bidding capabilities, you can adjust these positions throughout the day, and especially during peak online shopping hours. Additionally, as inventory comes and goes, you can easily adjust bids to promote certain inventory over others more aggressively through higher ad placements.

Stay ahead of the competition

Competition for the top ad positions on search isn’t going away anytime soon, as it’s been shown that consumers on search are more likely to click on higher-ranked ads. To help you achieve your desired positions, PositionLock lets you take your non-branded terms and ensure that they outrank competitors. This is especially useful when it comes to advertising popular seasonal items that face a lot of competition.

Increase brand awareness

According to a study by Google, search ads lifted top-of-mind awareness of brands an average 6.6 percentage points. This study highlights the clear opportunity for retail advertisers to effectively create the perception that they’re leaders in a particular product category, by appearing in a top ad position for the related product terms.

For example, a retail advertiser who wants to be known for selling “high-end fashion apparel” could use PositionLock to improve brand perception for these types of products by appearing in a top position for this term.

Highlight promotional products

When it comes to launching new products, PositionLock can be beneficial to businesses across all verticals, but especially retailers this holiday season. With PositionLock’s ability to achieve top ad positions, you can easily drive visibility for new product terms with a relevant promotional message in the copy.

Customize desired ad position by device

Today’s consumers have an average of three devices and studies have shown that each device type is used differently. Consumers on desktop devices tend to do more detailed research, whereas mobile users are often looking for fast and quick pieces of information (e.g., phone number, address, etc.)

With PositionLock, you can bid to the optimal ad position for each device to help achieve maximum ad performance across devices for a particular search term. For example, if you know you can achieve optimal performance by appearing between positions 3-4 on desktop but must appear between positions 1-2 on mobile, with PositionLock you can easily customize device-specific preferences and achieve your device-specific ad position goals.

PositionLock

These are just a few examples of the many scenarios in which Marin PositionLock™ can help advertisers gain better position-based performance results across devices. For information on this feature, reach out to your Marin Customer Success Director. If you’d like to learn more about how Marin Software can help you implement an intraday optimization strategy, feel free to get in touch.

How to Use AdWords Location Ad Customizers

By October 19th, 2015

This is a guest post from Jonathan Levey, Digital Marketing Manager at OneSky.

Google AdWords location ad customizers represent a pay-per-click (PPC) way to target a specific audience in a specific location. With location ad customizers, you can change details in your PPC ads dynamically, whether it’s color details, price, size, dimensions, countdowns, sales events, or seasonal sales. If, for instance, you’re managing a large number of ad campaigns, the ad customizers let you make quick changes to a central spreadsheet.

After making these quick changes, you can upload the spreadsheet changes to Google AdWords and watch as all the updates are incorporated across your various campaigns. This makes the customizers completely automated, since after updating your central spreadsheet, the other updates are instantly propagated. (Yay, no time-consuming changes by hand!)

Precision is a great marketing strategy. Location ad customizers allow you to target your audience in a minute, specific location.

There are many ways you can make use of AdWords location ad customizers to achieve superior results. If a user meets the criteria you’ve specified on your array of ad campaigns, your ad text can be updated accordingly. Based on location, here’s how you can use AdWords location ad customizers to do this and more.

Shipping Times

AdWords location ad customizers include shipping times; so, if your ad shows that your shipping time is less than your competitors’, then you’ll gain more customers. With location ad customizers, you can include the places you deliver your products to in your ad text. This can be very enticing to potential customers who reside in the locations that you specify in your ad campaigns.

These kinds of ad campaigns enable you to have a targeted conversation with your prospective customers, since they’re drawn in by the fact that you have the exact shipping time for their specific location. This aspect of your ad will appeal to audiences who end up purchasing your products due to the confidence that they’ll be delivered on time.

Mention the User’s Location in the Ad Text Campaign

Users often include their desired locations when they search for products and services. So, if you include the users’ locations dynamically in your ad text, they’re more likely to click your ad. Not only does the dynamic inclusion of location into your ad text campaign save you a lot of time – with good content in your ad text, your conversion rate is set to increase exponentially.

The time you save by auto-including location would’ve otherwise been used to create distinct campaigns geo-targeted to each of the areas where you deliver your products. In addition to time savings, location ad customizers maintain all of the key information of your ad campaign, despite generating different text for the specified, unique locations.

Address, Duration, and Offers

Suppose you’re wildly successful with your location extensions. In this case, you can increase the effectiveness of your ad even more, by including address and working hours of the location that’s nearest to your user in your ad text. And, to appeal to more potential customers and beat your competition, you can add offers and discounts that are specific to those nearby locations.

The ad customizers allow you to update your closing and opening times or offers depending on the day of the week. This kind of ad campaign guarantees an increase in the number of people who’ll show intent to purchase your products and services.

Include the Cost of Service for a User’s City

Finally, location ad customizers can also include different pricing for different regions. Price is an important factor whenever sale of items and services is involved – every buyer considers the price of your product. Make sure that you include the most competitive prices for your products in your ad campaign. Delivery of top quality products at affordable prices will enable your Google AdWords marketing campaign to be the most successful.

You can include dynamic pricing in your text ads. These prices should match your users’ spending capacities to make sure that you have a large return on investment and a reliable conversion rate to drive your sales exponentially. Inclusion of prices in your location ad customizers will increase the percentage of pre-qualification of your clicks.

Follow these fundamental methods when you use AdWords location ad customizers, and watch your PPC marketing campaign benefit as a result.

5 Ways Search Data Can Inform Your
Marketing Strategy

By July 30th, 2015

With Google processing more than 3.5 billion search queries in a single day, there’s a surprising amount of insight that can be gained by analyzing the content and user behaviors behind these searches. Studying your own paid search data can substantially benefit several areas of your marketing strategy, including product, pricing, competitive strategy, branding, and store location selection.

Product Strategy

Search engines periodically release insights based on overarching or vertical-specific search trends. Bing and Google both offer places to start researching search trends related to your product. This data can help you:

  • Research the viability of a possible new product launch.
  • Discover what customers like and dislike about your existing products.
  • Inform product-market fit.

If you analyze search query data directly associated with your brand name, you can identify customer pain points, bugs, and potential new product features.

Pricing Strategy

SEM ad creative testing can help inform pricing strategy, as well as the best way to message pricing.

  • Develop a variable pricing approach: Launch hypothesis tests of identical ad copy and landing pages where the only variable is price. The ideal price point is when you’re generating the best possible balance of order volume and return on ad spend.
  • Optimize pricing verbiage: Set up testing with identical price points and variant messaging to learn the best way to position prices and discounts. For example, customers may react differently to these two variations describing a discount on a $100 item: “Save $20” and “20% off.”

Competitive Strategy

The search engine results page is a goldmine of competitive data. By performing searches related to your product, you can:

  • Find out who your competitors are.
  • Identify your competitors’ weaknesses.
  • Exploit your competitors’ weaknesses to your advantage.

Even if you don’t plan to launch a competitor campaign, it’s important to monitor your own branded search terms. The simplest way to do this is to look for spikes in your brand CPC. If it jumps, you may have a new competitor.

Brand Strategy

Search data can help you test new approaches to brand messaging. Marketers can utilize search data to:

  • Understand how your brand awareness plays are performing.
  • Identify tone and intent of customer interest in your brand.
  • Continually optimize and identify ways to position your brand.

Store Location Strategy

Search data can help inform your store location strategy by providing:

  • Granular geographic data to identify zip codes likely to be profitable.
  • Insight into the market share of foreign language speakers to determine demand for foreign language customer support.
  • Brand search volume cross-referenced with existing store locations—spikes can indicate hotspots for interest in your brand, and where existing locations underserve customers.

Search marketing isn’t just a direct response channel, but rather a means to inform your marketing strategy with data. Product, pricing, competitive strategy, branding, and store location selection are just a few examples of how to use search data. Make it a regular practice to analyze search data for insights that can be applied throughout your marketing strategy.

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Click here to schedule a free demo of the Creative Optimization platform today.

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