With school out and warm weather in, we traditionally think of the summer months as the best time to take a vacation. However, is it actually prime time for search advertisers to ramp up their ad campaigns?
To answer this question and others, we took a look at travel advertisers on Google and Bing. We examined 2014 and 2015 to locate any trends in advertiser spend and performance for the travel vertical across quarters, and to assess the state of consumer behavior. Google and Bing dominate the global search market, which made them ideal for our study—other search publishers have regional presence at best, so they were excluded.
We found a few interesting things:
For more great information on search advertising in the travel industry—including cross-device performance data and campaign recommendations—download The State of Travel Search Advertising: Trends, Formats, and Paths to Success.
We recently published our 2016 Cross-Channel Marketing Report, which looked at the current state of shopping ads, and examined advertiser and consumer behavior over the past year. Now, with the shopping season even closer, advertisers are quickly making sure their budgets and ad campaigns are ready and flawless.
Based on the data, what are our top tips for retailers looking to get the most value out of their digital advertising campaigns this holiday season? Read on.
We predict that 40% of all shopping ad dollars will be on a mobile device. Similarly, around 37% of search clicks will be on a shopping ad on either Bing or Google. Be sure to budget ad campaigns accordingly to match up with consumer attention during critical holiday spikes.
Research shows that spend peaks in November, with overall ad spend reaching almost 90% above what it was in January. Smartphone behavior was the most pronounced—smartphone ad spend spiked to almost 400% above baseline in November when compared to the year’s beginning.
Smartphones now make up the majority of clicks and spend for all shopping ads. With 55% of all shopping ad clicks originating on a smartphone, the importance of properly optimizing ad spend can’t be overstated.
Research shows that shoppers are utilizing mobile devices in-store more than ever, to conduct product research and price-shop. Being able to capture this audience while they’re in the middle of a purchase decision may be crucial this holiday season to ensure an offline conversion.
While Google remains the largest search publisher for shopping campaigns, Bing is no slouch, either. Adoption of Bing Shopping Campaigns (BSC) has been accelerating and Marin has seen over 20% of clients on Google Shopping already using BSC. While Google Shopping has more viewership and use, BSCs are competitive in price and performance, and may be a good option for some retailers.
Shopping ad spend has been taking up a larger portion of retailer ad spend every year, reaching almost 30% of all search ad dollars this year. However, this doesn’t mean this is the only ad format retailers should consider.
Expanded Text Ads (ETAs) are a relatively new ad format that have seen strong early returns for many advertisers. Early data has shown an almost 300% ROAS for ETAs, meaning they’re highly competitive with both conventional search ads and shopping ads.
While social networks have always been a highly mobile device oriented channel, this is especially true for retail. Almost 95% of clicks on retail ads on social are on a mobile device, and mobile also accounts for 90% of all social spend for retail advertisers. Research shows that consumers interact differently with social ads than they do with search. Rather than research, social ads are better used for awareness and to start conversations with target audiences.
Each holiday season has been bigger than the last, and the trend is positioned to continue this year. Retailers have more choices than ever when it comes to ad campaigns. However, with this increased choice comes increased difficulty, as effectively managing spend across multiple devices and channels isn’t easy. A little planning, knowledge, and foresight will go a long way.
This is a guest post from Dionte Pounds, Account Manager at
One of the reasons advertisers choose the Marin platform is for the flexibility it provides. It grants advertisers the ability to track conversions through the standard publishers (Google, Bing, Gemini), via Marin’s own platform tracking, or by importing conversion goals from Google Analytics. Each method of counting conversions has benefits and should be considered when you’re first setting up on the account.
If you have multiple conversion actions, one method I believe is very powerful and should be considered is integrating Google Analytics and Marin.
While this type of account setup could benefit most advertisers, those who judge performance based on the revenue or goal completions reported in Google Analytics—over publisher metrics—will find this setup most useful. The reason is that Google Analytics aligns publisher performance metrics (clicks, impressions, etc.) with the goals that impact your business the most.
I personally manage an ecommerce client that likes to monitor publisher conversions and reported revenue, but primarily cares about driving transactions and revenue as reported in Analytics. So, setting up my Marin account to import this data from Analytics allows me to look at total performance as it matters to my client and build a strategy based on the bottom-line numbers.
As you may have guessed, the biggest benefit to importing this data is in bidding. Revenue and conversions can be tracked from Google Analytics back to the keyword level from each publisher platform. With this data now imported into Marin, any bidding folders you have in place are now able to execute bid adjustments based on the data that’s most valuable to your business. This makes their adjustments more accurate than if they were based on the reported revenue data from any publisher platform alone.
To make Marin integration with Google Analytics simple, a Setup Wizard guides you through the process. To set up the wizard, go to the Admin tab, and click the Revenue sub-tab.
From the Revenue Tracking setting, select Google Analytics.
If you’d like to use the imported goal to be added to the platform, select the Bidding Eligible box. Before moving forward with this option, be sure the Google Analytics goals are reporting correctly.
Granularity and accuracy are key for all advertisers and particularly critical in high season. If you’re an ecommerce advertiser heading into Q4, put this strategy into play ASAP, test, and refine as needed. Good luck!
Between the distant frenzy of the Q4 shopping season and the rising calm of midyear, Q2 tends to be the quietest quarter. However, this doesn’t mean there’s nothing happening. Among other things we found in our research, mobile display played a larger role this Q2—but overall, the ubiquitous move to mobile is actually slowing down. And, tablet usage continues to drop.
To create our quarterly benchmark reports, we sample the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform. We analyze data from around the world to create our report. For Q2 2016, key findings include:
For detailed information on Q2 2016 search, social, and display mobile performance and strategy recommendations, download our Performance Marketer’s Benchmark Report Q3 2016 – Vital Search, Social, and Display Performance Data by Device.
Last year, Marin partnered closely with our customers to transition over two billion URLs to Google’s new Upgraded URLs format. With Yahoo! Japan’s support following suit this year with Advanced URLs, we’ve created best practices to ensure our clients have a seamless upgrade.
As our clients prepare for their upgrades, we wanted to highlight some important tracking considerations to keep in mind. For Ad Groups with upgraded keywords and legacy creative, Yahoo! Japan will serve the creative-level URL over the keyword-level URL. This means clients who use keyword-level tracking should migrate their ads before migrating their keywords.
As with Google’s upgrade last year, Marin’s Customer Support and service teams will be on hand to assist with questions that arise during your upgrade process for fast response and inquiry resolution. This experience is specifically designed with our customers in mind!
Marin’s step-by step self-migration guide, and our close-knit partnership with Yahoo! Japan, enables our customers to complete their upgrades in accordance with Yahoo! Japan’s best practices approach. This approach uses shared tracking templates at the ad group, campaign, or account levels to reduce website load when creating new ads or keywords and allow for future URL changes with no interruption to ad serving.
At Marin, we understand our client needs are unique and we have you covered. We published comprehensive campaign management and self-migration documentation to Marin’s Enhanced Support Center. If you’re a Marin client be sure to check this out.
Shopping has been a hot-button topic for some time now. While many customers have launched successful Shopping campaigns, there are some lesser-known features that may provide a quick additional boost or improvement to your current efforts.
Four such features are:
Marin fully supports performance reporting at the SKU level. With this extremely valuable data, advertisers can review products on a regular basis to see where individual SKUs prove to be candidates for segmentation or exclusion. If the SKU data warrants it, you can indicate a more aggressive or conservative bid.
To see SKU-level reporting enabled in Marin, work with your platform representative to append the appropriate parameter to the product groups, and to have the new feature enabled and backfilled.
Priority settings are extremely useful for advertisers who invest the time in building out multiple Shopping campaigns and want to maximize their effectiveness.
As Google describes the setting, “When you have the same product in multiple Shopping campaigns, you can determine which campaign should participate in the auction for that product with campaign priority. Your campaigns already have a priority: Low. But you can change this priority to Medium or High. These priorities determine the bid for any product that the campaigns share.”
The right mix of priority assignments and bid strategies by campaign solve the tricky issue of being able to control products that exist across multiple campaigns.
If you have metadata enabled on your site, it may be prudent to enable Google’s Automatic Item Updates feature. This allows Google to crawl your site and update Shopping based on the site’s inherent microdata information. This is mostly valuable in reconciling price discrepancies and/or availability.
Advertisers can choose from Google’s attributes for automatic updates:
Enabled in Google Merchant Center, a Promotion is an excellent way to differentiate your product from the competition and advertise your sale. You can assign Promotions to a subset of products or across all products in the feed, as applicable.
Google manually reviews all promotions for accuracy, so be sure to schedule these well in advance of the actual promotion launch so that the approval process won’t cause any delay. Also be sure you know Google’s Merchant Promotions Program Policies.
Get ahead of the competition by testing out some of this readily available advanced functionality! If you’re interested in speaking with a Shopping Consultant from Marin, get in touch with your platform representative.
When Google released product listing ads, it dramatically changed the way retailers advertise online. Because of their huge success, retailers are constantly on the lookout for the next game-changing ad format.
If the results our retail clients have been seeing are any indication, the next frontier for product ads is harmonizing Google Shopping and Facebook Dynamic Ads (DA). Even though there’s been steady growth in the number of advertisers using Facebook DAs since their launch in 2015, many retailers are still managing their search and social channels in silo.
In this post, you’ll learn how to supercharge your shopping ads by combining the best of search and social. Using these techniques, our customers have seen a 68% higher revenue per conversion from their campaigns, when managed together with social advertising campaigns.
Savvy advertisers take advantage of their existing Google Shopping campaigns to optimize—or simply test—DAs for the first time. By identifying your best-performing products from Google Shopping campaigns, you can export high-ROI products to advertise using DAs.
Through Facebook’s new Google Shopping to DA product (available to Marin Software customers), advertisers using Google Shopping can take their best-performing campaigns and easily create Facebook DAs in a few easy steps, without the need for lengthy setup and extensive IT resources.
To easily increase your average order value and/or customer lifetime value, be sure to offer products related to what a customer’s ordered. As you’re building out DA campaigns, you can create upsell, cross-sell, and prospecting campaigns using the same process.
Search intent retargeting is the smartest way to maximize the ROAS of your search budget. As cross-channel marketing strategies become commonplace, digital advertisers have started using search intent data to power their social campaigns. This strategy can be extended to Facebook DAs.
One example: using search intent to optimize DA creative templates. If the right users see them, these dynamic changes to creative can lead to significant lifts in CTR, conversion rates, and ROI.
Let’s say you have three users who’ve reached your website using different levels of search intent.
Through DA creative templates and search intent data, you can dynamically tailor your Facebook creatives based not only on the products users have seen on your website, but also on the keyword they used to get there in the first place. This allows you to show hyper-targeted ads, resulting in higher click-through and conversion rates.
In the above example, our users see different things depending on their keyword group:
Once you start running Google Shopping and Facebook DAs, you should look at product performance and optimization in a more holistic way. The challenge with cross-channel tracking is normalizing conversions across multiple devices, ad buys, and other variables. However, with a third-party platform like Marin Software, the problem’s solved, so you can focus on the most important task—making sense of all that rich data and finding synergies.
With consistent third-party conversion tracking, you can also deduplicate conversions across search and social. And, through attribution modeling, you can gain deeper insights into how your Google Shopping and Facebook DAs are affecting the overall path to conversion.
Your future shoppers are spending an ever-increasing amount of time on Facebook and Google. In fact, 78% of all new ads were on either Facebook or Google last quarter. Now’s the time to think smarter about how you can cost-effectively engage and convert these users.
By combining search and social shopping strategies, not only do you break down channel silos—you gain a holistic view of product performance, and the ability to optimize across channels and improve overall product performance.
Last year, we forecast that 30% of all retail paid-search spend would be on a shopping ad, and 45% of all product ad clicks would be on a smartphone—and smartphone click growth ended up being even stronger than we predicted. Looking forward, where do we see shopping ads this holiday season?
We took a look at month-over-month variations and factored in seasonal shifts in performance to forecast where we’ll be by December 2016:
For more results sampled from the Marin Global Online Advertising Index—composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform—read The State of Shopping Ads: 2016 Cross-Channel Marketing Report. With data charts on mobile, social, text versus product ads, and strategy recommendations for the 2016 holiday season, be sure to download your copy today so that you’re prepared for the Q4 rush.
As retail search advertisers continue to plan their campaigns for the 2016 holiday season, they’re weighing the pros and cons of text versus product ads. What’s the most effective ad type for reducing cost, increasing CTR, and maximizing returns on spend?
The answer: it depends.
Sampling the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, we analyzed data from around the world to create our 2016 Cross-Channel Marketing Report. Here are just a few of our findings:
For the full results of our research, including data charts on mobile, social, text versus product ads, and strategy recommendations for the 2016 holiday season, download The State of Shopping Ads: 2016 Cross-Channel Marketing Report.
Shopping season is here. To help retailers navigate the current terrain of shopping ads and digital marketing, Marin has developed new features to help retailers maximize revenues and efficiencies this back to school and holiday season.
In this post, we’ve asked Anil Channappa, Senior Director Product Management for Marin Social, to talk about these features and how they’ll benefit retail and ecommerce advertisers.
It’s the ability for marketers to maximize the sales and revenue of their products through advertising regardless of the publisher. Without such a solution, advertisers have to coordinate advertising campaigns across Google and Facebook (in the same or different tool), without a way to measure the effectiveness across publishers.
With a solution like Smart Sync for Shopping, advertisers can mirror a Google shopping campaign so that the same campaign is running on both Google and Facebook, without needing to know much about leveraging their product feed on Facebook. The cross-publisher reporting helps our advertisers make smarter bid and budget decisions to maximize ROI. And this is a unique and innovative solution in the market today.
Customers and prospects are browsing freely across Google and Facebook. So, advertisers shouldn’t be bogged down by publisher-specific differences, and should be able to reach customers where they are. Being able to reach shoppers where they shop with one product feed and campaign flow, will improve campaign management efficiency and the effectiveness of their campaigns.
Campaigns should be geared towards business objectives and needs. Does a customer want to run a promotion that aligns with events like 4th of July, Black Friday, or a major sale of specific products? In most cases today, customers have to replicate these campaigns manually across all publishers.
With Marin’s cross-channel solution, advertisers can rely on technology to create, measure, and scale campaigns across publishers, while spending their time on critical decisions and optimizations.
Publishers are racing to offer innovative products to keep pace with emerging customer behaviors. Mobile technologies (tablets, smartphones) have been a huge disrupter. Publishers are forced to innovate rapidly to offer advertising products that fit this new paradigm.
Shopping Campaigns and Dynamic Ads are all visual ads that are easier for users to preview and click on mobile devices. Depending on your source, anywhere from 75-95% of mobile users click social ads. Marin’s research shows that during Q1 of this year, closer to 95% of all social ad clicks were on a mobile device.
In the past, we’ve invested heavily to streamline advertising within channels (search, social, and display), but we can only go so far in our value-add, because the channels themselves are very different. Given shifting user behaviors and publishers offering similar products, there is a huge convergence of ad products across publishers. This is a perfect opportunity to help marketers who are used to streamlining their channel-specific advertising and extend it across channels.
Google is the dominant player for most retailers to drive demand and new customers. This is the place where advertisers have gone back, time and time again, to drive their sales.
With Facebook stepping up their ad products, we’re hoping it’ll be a great source of new customers, and provide advertisers with increased scale and higher revenue across the board. As a secondary benefit, the streamlined solution could help advertisers save time, reduce cost, and balance their budgets more effectively.
Think about people-based marketing rather than channel-specific marketing. From the outset, we suggest that customers set up cross-channel campaigns and measure the impact to net revenue and ROI. The channel-specific team should still focus on channel-specific optimizations (creative, audience and bid optimizations in Facebook and product group, bid optimization in Google), but share cross-publisher learnings from platforms like Marin.
For more information on Smart Sync for Shopping, watch the video.