This is a guest post from Sarah Burns, Content Manager
at Boost Media.
By now, you’ve heard about Google’s Expanded Text Ads. This is big news for search engine marketers. Initial Google reports cite click-through rate increases of up to 20% for some advertisers. With more than nine billion ads impacted by Google’s change, a massive amount of copywriting is required to adapt.
All advertisers will have to react quickly, and spend more marketing dollars to adjust and profit—or else miss out on a huge opportunity. What can you do now?
Advertisers who move fast and adapt to the new format stand to benefit in two ways:
The new format allows for an extra headline with more characters, a longer description line, and a customizable URL. Don’t waste the extra space by employing Excel spreadsheets or ad templates to update ads. The traditional methods won’t work for a seminal shift of this scope.
Mashing description lines one and two together will leave you with a confusing and disparate message. Most advertisers write the two lines of text as separate ideas, and when they’re pushed together, they don’t flow as a logical and cohesive message.
Advertisers need a solution that makes it possible to write and rewrite ads in the new format with speed, quality, and scale. 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.
Sarah 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.
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.
In today’s blog post, we’re focused on three topics: sharing results from early Expanded Text Ad users, discussing support for Expanded Text Ads in the Adwords API and a brief discussion of automated transition options to get you on Expanded Text Ads quickly and profitably. If you’re unclear what Expanded Text Ads are, read our full coverage here and then come back to read our in-depth coverage in this post.
As the largest partner in the Adwords ecosystem, Marin was fortunate to be in a position to help many of the advertisers invited into the early beta program for Expanded Text Ads. In today’s blog post, we’d like to share with you a few of the insights we’ve learned from our early exposure.
Google’s introduction of dual headlines, both with longer character limits than its predecessor, creates a problem that some marketers will find easier to solve than others. We all know how important well written copy is to connect with your target audience, and ultimately run a profitable campaign. From our early exposure to Expanded Text Ads, choosing the right strategy for the new dual headline format will separate the winners from the losers.
In one instance, we observed a customer who fully embraced the dual headline capabilities by not only rewriting their ad copy, but fully changing their message to better suit the additional characters now at their disposal. This customer realized a tremendous engagement lift that exceeded our expectations (+50%). An increase in engagement can be unprofitable if conversions do not also increase at a similar cadence. We were impressed (and relieved) when we observed that conversions increased in lockstep (+70%).
There’s no doubt that the increased engagement was due in part to the enlarged footprint of the Expanded Text Ads format. But, based on other observations, it’s clear to us that the larger footprint does not account for all of this improvement. We believe that this customer’s decision to not only rewrite, but fully rework their creative was the key to their above average results. We applaud their savvy embrace of Expanded Text Ads and would be happy to speak with anyone who is struggling with how to get started, or looking for an experienced team to help guide their transition planning. Please contact us here for more information.
As expected, this landmark change in Adwords has created a beehive of stories, speculation, and misinformation. One point of contention in the Adwords Partner Ecosystem is timing to support Expanded Text Ads. We’d like to touch on this topic for a moment.
Marin Software recently celebrated it’s 10 year anniversary, and I’ve personally been a member of the team for 8 of them. During our time in business, we’ve prided ourselves on being a true partner to our customers. And as a partner, we’ve always been transparent on our timeline to support new API features. We’d like to remind our readers that, unfortunately, the same can not be said for all software partners that operate in the Adwords ecosystem.
For example, anyone who claimed to offer immediate Expanded Text Ad support on the day of Google’s announcement (5/24/16) was not telling you the full truth. We know this because Google just released support in the Adwords API for Expanded Text Ads today (5/27/16). Three days after the original feature announcement. We’ve been discussing this change with Google for over a month, and Google did not give preferential treatment to any partners.
Now that the API has been upgraded to support Expanded Text Ads, we’ll continue executing our plan to incorporate them into Marin Software’s platform. We’ve been advised that our timeline ranks amongst the fastest to support Expanded Text Ads in the partner ecosystem.
Given the promising results from early testing of Expanded Text Ads, Marin is encouraging our customers to actively plan their transition to reap the rewards. As a partner in our customer’s success we’ve designed two ways to help you get up and running on Expanded Text Ads quickly and profitably.
For advertisers who would like help rewriting their ads, Marin Software has an exclusive partnership with Boost Media. By tapping into Boost Media’s network, you’ll get access to hundreds of professional writers who will create new, optimized creative for the Expanded Text Ads format. We believe the ROI of working with Boost will yield tremendous results for all of our advertisers. If you would like to learn more, please contact us here.
For advertisers who would like strategic help, Marin’s Center of Excellence is staffed with experts ready to run a marginal analysis on your accounts and create a roadmap of the most profitable path for your program as you begin the transition to Expanded Text Ads. The demand for this service has been overwhelming, we encourage you to contact us to get started today.
Exciting times! Stay tuned for continuing coverage on Expanded Text Ads and the other announcements from the Google Performance Summit.
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.)
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.
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):
Here are the nitty-gritty details:
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.
Why is this change a net-positive for advertisers?
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.
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.
According to eMarketer, over 70% of U.S. paid search spend will be mobile by 2017. And yet, optimizing mobile advertising and seeing significant ROI on it remains a crucible for many in the digital advertising world.
We joined our technology partner DialogTech at the end of April for
a webinar about how search marketers can adopt new mobile-first optimization strategies to drive PPC conversions and customers.
One of Marin’s very own search marketing experts, Patrick Hutchison, teamed up with Kelley Schultz, Digital Marketing Lead at DialogTech, to share proven mobile optimization and attribution tactics digital marketers can use to drive more clicks, calls, and customers from Google AdWords, Yahoo, and Bing.
In order to achieve their mobile advertising goals, digital marketers need to understand the customer journey and all of the touch points prior to sale. To that end, here are five strategies for optimizing your mobile game plan that we learned from this webinar.
You want to get into a top (1-2) position for mobile devices to ensure visibility, so set up campaigns with an initial +25-30% bid modifier. You can adjust and optimize based on the types of conversions and traffic you see.
Incorporate call conversion tracking to ensure you’re optimizing for all conversions. Without measuring call leads, you miss out on a significant piece of the puzzle when it comes to tracking and understanding the source of your leads.
When you perform search query reports, add a device segment. This will allow you to see what keywords are getting the most mobile conversions and traffic. Within your reports, sort by conversions and then adjust your bids for your highest performing keywords to ensure top position.
Next, sort your report by clicks that don’t drive conversions, and adjust bids or add negatives as necessary for these keywords that are driving up both clicks and spend.
Create mobile-preferred search ads with mobile ad extensions and CTAs. Remember to take advantage of call extensions, since as Google reports, 70% of mobile searchers use call extensions to call businesses.
Set up remarketing lists into your campaigns, so that you can adjust mobile bids for the top position.
Remember the importance of not only bidding up for mobile traffic, but also increasing bidding for your custom audience lists. If users showed interest once, capture them again on their next query with a different message in the top position.
Global mobile trends all point to the same conclusion – operating in channel-specific silos no longer works, and now’s the time for marketers to implement a strong cross-channel marketing strategy.
If you subscribe to this blog (and if you don’t, see that second little box on the right), you already know we’ve been evangelizing the message of “cross-device, cross-channel.” There’s a good reason for that.
As we approach the halfway point of 2016, it’s more important than ever that marketers not only use data to understand customer behavior, but also to act on that behavior to deliver engaging, personalized experiences.
On May 25, Nitin Rabadia – our Director of Audience Marketing EMEA, APAC – will explain how to use data to win the online battle for attention and revenue. Gleaning insights from our 2016 Global Mobile Report (available with webinar registration), Nitin will field your questions and discuss:
Register for the webinar today.
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:
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.
Mother’s Day is almost here! With flowers, cards, and family visits close at hand, many brick and mortar retailers are gearing up for the shopping spike. The season of maternal appreciation extends to online retailers, who are also gussying up their search, social, and display campaigns to attract consumers around the world.
How did online retailers do in 2015, and what to expect this year?
In the week leading up to Mother’s Day 2015 (May 10th), clicks increased an average of 15% across retailers as click-through rates rose 6%. In addition, spend increased 9% during the same time period, peaking a few days before Mother’s Day.
Most notably, conversions saw a bump of 12%, peaking on the 5th at 18% above the monthly average. This noticeable bump for all retailers was more pronounced among those specialty retailers that Mother’s Day particularly impacts.
CPCs actually dropped slightly during this period, except for two days where they spiked, the 4th and 5th. The 5th proved to be a particularly important day for consumers and advertisers, showing abnormal surges along all metrics.
Perhaps consumers took account delivery times and the looming holiday date into account, giving themselves a few buffer days in case of delays in delivery and arrival.
These numbers dropped dramatically on Mother’s Day itself, and returned slowly to roughly average afterwards. Click-through rates remained elevated for Mother’s Day and a few days afterwards before returning to seasonal norms.
For retailers looking to maximize their Mother’s Day sales, here are a few key takeaways:
This is the first in a series of posts on transparency. In today’s post, we lay out the many ways transparency is elusive in digital marketing today. We also include some best practices for stamping out the fuzziness prevalent in the programmatic landscape.
Most marketers will admit transparency in media buys sounds like a good idea. So why don’t we have it all the time? Inertia, circumstances, or legacy business practices are the usual culprits. Knowing about the types of programmatic transparency is a good place to start.
You may have read about the recent survey on programmatic buying by Forrester and the ANA. Although we know intermediaries carve up a media dollar along the ad delivery path, a surprising 33 percent of survey respondents in this study have turned a blind eye while knowingly opting into an undisclosed programmatic model.
Not knowing the true value of your media obscures your true ROI. This buyer/seller blindness stands in the way of programmatic growth and success.
Let’s dive in and take a look at the three types of transparency: intermediaries, environmental, and data.
According to the ANA/Forrester study, 55 percent of marketers are concerned with the opaqueness of the intermediaries along the supply chain, up from 21 percent two years ago. No advertiser is immune to the supply chain realities, but seeing how the budget is allocated should be as natural as homebuyers scrutinizing loan origination fees from their mortgage broker.
There is a host of intermediaries in today’s programmatic supply chain including:
Not surprisingly, there are also several cost models:
The advertiser pays most of the fees, while in some cases the publisher, or both the advertiser and publisher, pay them.
It’s common to have an agent buy media on the advertiser’s behalf, only revealing the final price of a campaign, total margin, and fees. Just as common is the masking of the closing or winning bid prices.
This lack of bidding transparency is precisely what’s needed for optimization. This practice is especially prevalent among black box vendors, as is straight-ahead arbitrage. Without transparent insights into what improves targeting and conversion, marketers are flying blind.
So, what’s the average take rate of each partner? It varies of course, depending mostly on targeting strategies and pricing/profit models. But asking your supply chain partners exactly what they’re charging you is the first step in achieving total transparency.
Certainly one of the hottest issues in ad tech today, environmental transparency of an ad is as important as the campaign’s message or who’s being targeted. There are more mysteries than answers focused on who sees your ad, how much was seen, how long they see it, and where the ad showed up, but help is on the way.
In the early days of RTB, fraudulent or unviewable inventory was a common problem. Although challenges remain, there is an increasing number of new tools available for advertisers, publishers, and ad servers to detect bot fraud, fraudulent inventory, or unviewable ads.
Still, there’s no consensus on how viewability is defined. Standard bodies like the IAB and MRC are driving clarity on this issue. Many new vendors are trying to monetize viewability. Large holding companies have their own standards as well.
Advertisers are increasingly demanding that publishers bear the burden of proof by complying with imposed measurement of viewability-centric campaigns. Viewability-tracking fees, brand safety-tracking fees, and brand lift study fees are paid by either side in an effort to run cleaner campaigns. Although far from being solved, the use of ad verification and brand safety tools goes a long way in solving environmental transparency.
It seems logical that any data used in an ad campaign that you paid for would be accessible to you. But that isn’t always the case. Publishers could block the intent data or other data sets you would normally have access to with more transparent partners.
You may prefer to pay a black box provider because your only KPI is sales – this can work for some who don’t insist on understanding their true ROI. However, for data-driven marketing to work, seeing all your data for future learnings or to calculate your true ROI is essential.
Irresistible pricing models are as tempting as a timeshare in Tahiti. We get that. But regardless of whether you use a DSP or publisher tools for your programmatic buys, the more you know, the more you can improve outcomes – that is, if you want to know exactly how to improve outcomes rather than relying on your black box vendor to give you numbers devoid of margins or analysis.
Data are collected at every turn, every segment of the customer journey. CPC, CTR, and impressions are table stakes. For more intelligence, you need the eCPM and in-view impressions. Getting site-level reporting helps you blacklist/whitelist and improve targeting.
If you’re striving to get to your true ROI, knowing how the data points were calculated is certainly also part of the equation. Since we’re talking numbers, understanding the logic, math, and algorithms behind a bidding process is another must-have.
You should be able to decide exactly what success looks like for your brand. This means choosing your own KPIs, publishers, and the data you want to bring, buy, optimize, or analyze. Here are some best practices for how to bring more transparency to your programmatic initiatives.
Next time, we’ll dive deeper into the programmatic supply chain and how it affects cost.
2015 was a banner year for mobile.
Continuing its ascent into the status of omnipresent being, global smartphone adoption reached an all-time high last year and shows no signs of slowing down. Thanks to this rapid expansion of smartphone usage around the world, advertisers now have an opportunity to reach consumers even more easily.
We sampled the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, to analyze data from around the world to create our latest annual benchmark report.
We uncovered three key findings:
For detailed information on 2015 search, social, and display mobile performance – including detailed data charts with YoY performance and further recommendations for 2016 – download our Mobile Advertising Around the Globe: 2016 Annual Report.
In 2009, Facebook introduced the now-famous Like button. Last week, seven years later, users logged in to find a revamped experience – Reactions! Let’s take a look at how they work, why they were introduced, and what they mean for businesses and advertisers.
First things first. What are Reactions?
Reactions is an extension of the Like button. Now, users can engage with posts using their choice of six different buttons: Like, Love, Haha, Wow, Sad, or Angry. The buttons appear as colorful and animated emojis.
Okay, so how do Reactions work?
On desktop, hover your mouse over the Like button. On mobile, hold down the Like button. In each case, a tray of all six options will appear and you can click to make your selection. Right now you can only add a single reaction to each post – no mixing and matching.
How did Facebook roll out Reactions?
Slowly and following a lot of research! The public’s first glimpse into this year-long project came in October, when Facebook began testing in markets like Spain and Ireland.
The biggest change since then? Facebook eliminated the Yay button, because it served a similar purpose as the Like and Love buttons, and because its meaning was confusing in some markets. Wired has a great piece on how Reactions evolved over time, if you’re curious.
Why did Facebook introduce Reactions?
Ever since the original Like button was introduced, users have provided lots of feedback – including frequent requests for a Dislike button! There are times when a Like just doesn’t feel right – for example when reacting to a sad or upsetting post.
Mark Zuckerberg summed up the feedback, saying, “What [users] really want is the ability to express empathy. Not every moment is a good moment.”
No, really. What’s their reasoning?
Really! To give more users the flexibility to engage with posts in a specific and empathetic way. But, since you asked, let’s speculate on additional reasons and their implications:
How will the News Feed be impacted?
Facebook’s algorithm factors in a variety of signals, including Likes and engagements, when deciding what to show in the News Feed. Right now, it doesn’t matter which button users click – it will be counted in the same way.
Over time, however, Facebook says they “hope to learn how the different Reactions should be weighted differently by News Feed to do a better job of showing everyone the stories they most want
What does this mean for advertisers?
Right now, it’s business as usual for advertisers, and all Reactions have the same impact on ad delivery. For example, a Love is counted the same way as a Like.
If you’re curious which Reactions people are using to engage with your content, visit your Insights page. This information can help you tailor future content.
What’s next, and why should advertisers Like Love Reactions?
In the future, Reactions will likely play an increasingly important role. Let’s consider a few exciting possibilities: