It’s good strategy to periodically review your retargeting campaigns to make sure you’re hitting your volume and performance goals. An important part of that is setting the right lookback window for each of your audiences.
This post discusses lookback windows, why they’re important, and how to set or change them in Marin Display.
A lookback window tells Marin Display how far back in time to look in an audience to retarget users. When you create a new audience, Marin Display will automatically start adding visitors to it as soon as they start hitting the pages you’ve chosen. But what if you only want to retarget visitors in this audience for 30 days? Set your lookback window to 30 days and you’ll retarget them up to that number.
Lookback windows play a substantial role in your campaign’s impression volume and spend, as well as performance metrics like click-through rates (CTR), cost-per-click (CPC), and adjusted cost-per-acquisition (aCPA).
If you’d like to increase your campaign’s reach, consider lengthening your lookback windows. That’ll allow you to retarget your audience for greater lengths of time and increase your impression volume. However, keep in mind that your CTR may start to drop if you set too long of a window.
If your campaign’s reach is limited by your budget – or if you’d just like to give a boost to your CTR, CPC, or aCPA numbers – consider shortening your lookback windows. This will eliminate impressions you’re serving to your most distant visitors. As you free up budget to retarget your most recent and engaged visitors, you should begin to see more clicks and conversions in your campaigns.
When creating or editing a campaign, your first task is to select the audiences you’d like to retarget, and set your lookback windows for each audience. In the box labeled “Targeting”, look for the “Lookback Window” fields and enter a value for each audience you’d like to target or exclude:
You can set lookback windows for a specific number of hours, days, or months. If you’re new to retargeting, or have recently started retargeting a brand new audience, we recommend starting with a window between 30 and 60 days to get a feel for performance.
Lookback windows work for exclusions, too. In the example above, we’ve created a cart abandonment campaign that excludes customers who’ve made purchases. If you’d like to exclude your customers from your campaign for a specific amount of time before potentially retargeting them for repeat purchases, you can use a lookback window to achieve that goal.
For more information on lookback windows and campaign setup, check out our knowledge base.
Depending on who you ask, some search marketers will tell you that dynamic keyword insertion (DKI) hurts conversions. DKI is designed to be an advanced feature, one that can help you dynamically modify parts of your ads to include the keywords that trigger the ad in question. Still, according to the general feeling out there, marketers who rely on DKI end up detracting audiences with irrelevant ads, generic messaging, and keyword misspellings and capitalization errors.
However, very rarely is something universally good or bad in search marketing. Depending on campaign goals, customer segment, historical performance, and several other factors, SEM tactics usually perform differently depending on the context. Boost Media has tested DKI extensively across every vertical, and on nearly every type of campaign. Here’s what we learned.
In an intensive analysis of retail advertisers, Boost found that long-tail ad groups tend to derive both click-through rate (CTR) and conversions-per-impression (CPI) lifts by using DKI, while head-term ad groups tend to see a drop in CPI. This is likely because head-term ad groups are optimized more frequently, and typically have a high degree of textual relevance. Long-tail ad groups are neglected and have more to gain from dynamic insertion.
DKI inserts the triggering keyword into the ad, not the query typed by the customer. As a search marketer, you’ve probably seen your fair share of funky search queries matching to broad keywords. Inserting broad keywords into the ad often doesn’t make your ad more relatable to the user. Sometimes it simply creates ads that don’t make sense.
Time and time again, we’ve seen that using DKI increases the impression volume of an ad. Direct response search marketers might argue that increased impression volume is a bad thing because it doesn’t necessarily lead to more revenue. But, consider this: an impression is not generated just because the search engine enters the ad into the auction. An ad has to win the auction to gain an impression. If the ad loses, no other ads are entered into that particular auction. As a result, using DKI to win more auctions and gain more impressions might be what you need to improve the bottom line by increasing volume.
It’s unfair to say that DKI is universally good or bad. When used in the right context, it can help you gain impressions you might not otherwise win, improve your user experience and quality score in ad groups you don’t have time to optimize, and lead to performance gains.
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.
Click here to schedule a free demo of the Creative Optimization platform today.
If spring’s the time for cleaning, summer’s the time for home improvement. Every summer, people begin to think about updating and upgrading their living situation, whether it’s through renovations, remodeling, or purchases. During these warmer and brighter months, people line up to get into open houses, sample flooring and bathroom tiles, and get in the mood for spending money to upgrade their home. This is especially true this year, with rumors of rising interest rates sending consumers rushing to get their finances in order while the rates are still favorable.
We looked at a narrow cut of real estate and home improvement advertisers to understand how summer impacts consumer behavior. There are obvious patterns of consumer interest during the summer months (June to August) that drop during the winter. Click-through rates for home improvement search ads go up almost 15% during the summer when compared to the winter months, signaling an increased interest in home improvement topics. Conversion rates also trend 37% higher during the summer. While we saw a brief spike during late December and early January, this is presumably for the holiday season, as people look for deals and make plans to change things for the New Year (and which doesn’t offset the general trend of summer home improvement).
Unsurprisingly, real estate and home improvement advertisers are aware of the summer effect. Competitiveness peaks during the summer months, with search CPCs jumping 4% before falling back again during the winter – when consumers aren’t quite as eager to paint the outside of their house or spend time remodeling.
If you’re looking to slap a fresh coat of paint on your digital marketing strategy, it’s always good to begin by understanding where your audience is and when they’re engaging. For marketers looking for potential home buyers or renovators, be sure to take advantage of the summer months, when people are splurging on new shelves or looking for a new place to call home.
Determining the best time to hit audiences with ads – and on which channels – is always a challenge. This process becomes even more complicated during peak seasons, such as in November in advance of the Thanksgiving holiday rush.
Last November, we noticed that the best time for advertisers to reach customers on Facebook happened to be two weeks prior to Thanksgiving. To see if the same trend held true for November 2014, we took a look at impressions, clicks, and conversions on the channel.
This year we happened to see spikes in activity around Thanksgiving week, which contradicts our findings from last year where we saw the spike in user engagement in the few weeks prior to Thanksgiving. But why the change?
We anticipate this may be due to some of the modifications Facebook has made in the last year to their ad offerings. Taking a look at where the major spikes in engagement are seen in impressions, clicks, and conversions at the start of Thanksgiving week, customers were more apt to engage and convert right after the holiday, presumably for Black Friday and Cyber Monday.
If you take a look at mobile conversions on Google, we also see a spike on November 28th for Black Friday that is 250% above what we see for the rest of November.
Did this trend hold true for you as well? Share any developments you may have noticed in your own campaigns in the comments section below.
Google rocked the search world this August with the announcement that they were changing the definition of Exact Match and Phrase Match to include close variants of their keywords, such as misspellings or plural variants. This caused a huge uproar from search marketers over the potential effect this could have on their search performance. Almost two months later, were their fears founded? I took a look at our Marin Global Online Advertising Index to see how performance has, or has not, changed over the last month and a half for Google Exact and Phrase Match search.
To start, I looked at click-through rates between August and October for both 2013 and 2014 for Google Exact and Phrase Search. While these searches make up only about 3% of all Google searches, this still means billions of impressions daily. Surprisingly, I found no real change in CTR trends between 2013 and 2014. While there is a small drop the week of the change, this is also mirrored in CTR behavior in 2013 on the same dates.
On the cost-per-click side, we also see very similar trends to 2013. While there is a jump in CPC during mid-September, we see a similar jump in 2013. This coincides with both the beginning of the holiday season sales and back-to-school sales so this is not unexpected. While the jumps were less pronounced this year than last, overall, trends show that this change to Google Exact and Phrase Match search have not affected CTR and CPC significantly, at least not yet.
From October through December 2012, when Google first transitioned shopping results in the US, PLAs experienced an almost exponential growth in impressions and clicks. Since then, retailers have continued to embrace the richer and more engaging ad experience, providing online shoppers with highly relevant creative that include product details, images, and price.
To help search marketers prepare for this holiday season, Marin has released a report, “Google Shopping Ads: Product Listing Ads Deliver for Retailers.” This annual report examines the continued surge in PLA adoption and spend, and presents four critical best practices for successfully deploying, managing, and optimizing PLA campaigns in Q4.
Highlights from this report include:
Download the complete 8 page report, “Google Shopping Ads: Product Listing Ads Deliver for Retailers”, here.
Before writing this post, I performed a few web searches to scout out my competition. Based on that research, there appears to be one thing that everyone agrees upon about increasing paid search click-through-rate (CTR), the benefits:
However, given the title of this post, I figured just about everyone has their quick ways for increasing CTR—and I was right. There’s about 20 “quick” ways to increase your CTR, but not all of them are quick. Create granular keyword groupings? Restructuring campaigns and resetting Quality Score is a long term strategy. Give something away for free? Let’s choose to ignore that one. Look for assisted conversions? I personally don’t enjoy swimming in an ocean of data. Include pricing? And if prices change, it’ll be a fun week. Though all of these tactics and more do plenty to increase CTR, my goal today is to present five ways search marketers can increase CTR without breaking a sweat.
1. Implement Ad Sitelinks
This is unanimously the number one way to quickly increase CTR. Sitelinks provides up to six additional deep links to specific and highly relevant content on your site. These links not only expand your search engine results page (SERP) real estate, but they also enable search marketers to point users towards high-value landing pages, such as form fills and store locators. Keep in mind that up to six links can be added per campaign, which was increased from four in 2011. So if you haven’t touched your sitelinks in a while, it’s time to go back and ensure you have six updated links available.
For more information on sitelinks and how to enable them, click here.
2. Pause Poor Performing Creative
Remember that creative test you were running way back when? Well it’s still running, and one or more of those creative is hurting the entire ad group. As you prioritize ad groups for CTR optimization, be sure to evaluate the performance of existing creative. Though some poor performing creative will be easier to spot than others, be sure to reach some level of statistical significance before cutting ties and pausing those creative. It’s important to remember that poor performing creative represent an opportunity cost. By weeding them out of your account, you can drive more traffic through more relevant and engaging creative.
For additional best practices on creative testing and optimization, click here.
3. Leverage Differentiating Text
There are so many elements search marketers can test when it comes to differentiating their creative from their competitors. Let’s use a short list with simple explanations:
4. Mine for Negative Keywords
Most search marketers know how to mine for negative keywords, but the tune changes when discussing how often. Generating a search query report is simple; with some enterprise class solutions generating them automatically. Identify keywords that have received impressions, but very few clicks. But also take note of irrelevant tokens that appear often in queries. For example, tokens like “free”, “reviews”, and “used” often appear alongside relevant keywords. Add these and those irrelevant keywords to eliminate unwanted impressions and clicks.
For more information on developing an effective negative keyword strategy, click here.
5. Use High Volume Tokens
Keyword tokens within creative will appear in bold whenever they match or closely match a user’s search query. To improve the relevancy of your creative to the keywords within an ad group, include tokens with high impression share within creative text. For example, if users are more likely to include “clothing” in their query, rather than “apparel”, generate creative that includes the token “clothing”, even if both tokens appear in multiple keywords within the same ad group. Using the most relevant tokens within your creative will increase the relevance for a larger share of impressions and help increase CTR.
Incrementally increasing CTR takes testing and continuous optimization of keywords and creative. This involves using both short term and long term strategies. Hopefully, with the tactics I’ve imparted, you can begin increasing your CTR today…quickly and sweatband-free.
Marin is proud to announce the release of our 2012 Q1 online advertising report. This report, which identifies significant year-over-year paid search trends, was compiled using data from over 1,500 advertisers and agencies who invest over $3.5 billion annually in online advertising through Marin.
At a glance, our study revealed an increase in click-through-rate (CTR), with cost-per-click (CPC) remained relatively steady. More specifically, we found a significant increase in CTR and a drop in CPC on Google. Some of our key findings include:
So what does all this mean? The increase in CTR coupled with a 12% lower CPC points to Marin users increasing their efficiency on Google. This finding is further validated by the increased usage of exact and phrase match type keywords, as users continue to identify and fill gaps using Marin’s keyword expansion tools.
Device targeting, specifically smart phones and tablets, continues to soar in popularity. Increases in click volume give evidence of the growth in consumer adoption. With smart phones and tablets showing higher CTRs and lower CPCs compared to desktops, mobile search should continue to be top of mind for advertisers.
Want to see other Q1 industry trends from 2012 with our recommendations? Download the full report here.
Yesterday, Google released its earnings for the fourth quarter of 2011. On the whole, it was a strong quarter for the digital advertising giant. But Wall Street reacted in a way that seems counterintuitive. Since the earnings’ call, $18 billion has evaporated from Google’s market cap as share prices fell ~8%. So, what’s happening here? Is there really cause for concern? Or are Wall Street’s concerns overblown?
To get a more complete picture, let’s look at the relevant pieces of Google’s business and performance.
Google’s revenue for the fourth quarter was $10.6 billion, representing a year-over-year (y/y) top line growth of 25%, and marking their first $10 billion plus quarter. Though I usually don’t wax poetic over corporate financials, there is something strongly significant and symbolic about having hit the rarefied $10 billion quarter club. Way to go, Googlers!
Click Volume – Paid clicks were up 34% annually (y/y), implying more users are more engaged with Google.
CPC – Cost per Click declined 8% on a y/y basis, implying customers are getting more volume (clicks) for their advertising spend. This dynamic is important to keep in mind as cheaper clicks are better for advertisers, and assuming click quality doesn’t decline, will lead to increased investment in Google.
There’s probably more to dissect in these earnings, but this is probably a good place to pause and examine Wall Street’s reaction.
To put it plainly, Wall Street didn’t like any of the above. Shares plummeted ~8%. The big issue for Wall Street (based on the nature and frequency of analyst questions) was around the decline in Google’s average cost per click.
But this shouldn’t really be a factor because the marginal cost of a click (for Google) is zero. And assuming that click volumes are rising faster than changes in the cost per click, which they are in this case, Google’s top line revenue shouldn’t really see an impact.Net net, if cheaper clicks brings more advertisers on-board, than Google will more than make up on volume.
To be fair, I’m not looking at the slowdown in Europe or issues around currency (F/X) hedging in this blog post. (I’m also not looking at the positive impacts of mobile, social and display) But, those issues are a) extrinsic and b) volatile, and in retrospect, Wall Street may have over-reacted to Google’s numbers.
In the wake of another historical early holiday shopping weekend, we thought it interesting to take a look at how search marketers faired from Thanksgiving through Cyber Monday. Here’s what we found compared to 2010:
So what’s it all mean? The dramatic increase in clicks and click-through rate compared to the more moderate increases in impressions suggest a significant change in consumer behavior. Either advertisers have managed to make their ads more relevant and appealing, or the search engines have come a long way in improving their matching algorithms. Most likely, it’s a little bit of both.
In our Q3 benchmarking report, we detailed a trend of rising click-through rates for large-scale advertisers over the past couple of quarters. This shift has occurred in large part as advertisers expand their use of phrase and exact match keywords – improving relevance and click-through. This shift in match types would also explain why click volumes rose faster than spend, resulting in lower costs-per-click for search marketers. If that trend continues throughout the remainder of the season, it will be a happy holiday indeed for advertisers and shoppers alike!
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