Posts Tagged ‘SMX West’

The Great Debate Over Enhanced Campaigns at SMX West

By March 13th, 2013

Enhanced Campaigns MemeIn the two days spent speaking and exhibiting at SMX West this week, it was clear that Google enhanced campaigns are at the top of every search marketer’s mind. With the mid-year migration deadline around the corner, marketers were keen to ask the important questions. Throughout our time in the Expo Hall and during two of our speaking opportunities, Marin engaged in several candid discussions regarding enhanced campaigns and what Google’s recent change to AdWords means for search marketers. Here’s what we heard.

Everyone’s On the First Page

Many search marketers were unaware of enhanced campaigns when it was first announced in early February. Without the formal beta process that Google typically leverages—a process used for major features like Product Listing Ads, remarketing, Dynamic Search Ads, etc.—enhanced campaigns was unleashed upon the search world in one fell swoop. Some search marketers we spoke to are struggling to understand what it means for their day-to-day campaign management and optimization tactics.

Think Everybody. Think!

Success in the age of enhanced campaigns hinges on the ability to establish “enhanced” best practices. Though the testing of enhanced campaigns appears to be limited so far, it hasn’t stopped search marketers from making assumptions and applying their expertise towards new tactics and strategies. Below are two of the “best practices” we overheard at SMX West:

  • Specify device within ad creative: To engage users on specific devices, specify the device of choice within the ad creative. Including device-specific tokens like “mobile” remains a best practice, but these become even more critical for search marketers to include in their ad creative for increasing relevance. For advertisers who only want to engage tablet or smartphone users, use the tokens “tablet” or “iPhone” for example. This may reduce the number of desktop clicks on ads intended for tablet users or miscellaneous smartphone clicks on ads intended for iPhone users.
  • Separate campaigns by location target: Continue splitting out campaigns by location targets. This enables search marketers to continue tracking conversions and revenue by geography and calculate bids based on segmented performance. Furthermore, generate ad creative that leverage geo-specific identifiers. For example, within a campaign that’s targeting San Francisco, use the keyword “San Francisco” within ad creative to increase relevance and user engagement.

Geo-Targeted Paid Search Ad - SF

Enhancing the Enhanced Campaign

When enhanced campaigns were first announced, many mobile app and gaming companies expressed a desire to target campaigns to a specific mobile device or device operating system (i.e. iPhone, HTC, iOS, Android). After speaking with a few marketers who attended the session on enhanced campaigns, it appears that Google will allow advertisers to target specific mobile devices and device operating systems for the display network with enhanced campaigns. Given market feedback it wouldn’t be surprising to see Google begin tweaking enhanced campaign features to provide marketers with these additional controls.

The Clock Is Ticking

Marin Software supports enhanced campaigns now. Establishing new best practices before the upcoming migration deadline is important. Conferences and expos like SMX West provide an invaluable look into what search marketers are thinking and what they require to be successful in the age of enhanced campaigns. Marin will be exhibiting at SES NY later this month and we look forward to another great forum for discussing enhanced campaigns. We hope to see you there!

March “Trade Show” Madness

By March 1st, 2013

It’s March Madness, and for Marin Software that means trade shows and lots of them.

SMX West 2013On March 11th and 12th, Marin will be exhibiting at SMX West at the McEnery Convention Center is San Jose. Visit us at Booth #201 to say hello and learn more about our platform. Don’t miss our VP of Marketing, Matt Lawson, on the Mobile Ads panel on Monday, March 11th at 1:30 p.m in Room 210G. Matt will have a wide array of mobile data and insights to impart. Study up beforehand by reading our 2013 Mobile Trends Whitepaper.
On Tuesday, March 12th at 9am, the madness continues at SMX West. Before the day’s keynote speech, Marin will be presenting the winner of this year’s Biggest Search Geek contest. A big thanks to all who competed in the contest. Even if you missed out on the chance to win a prize, you can still test your search marketing knowledge here.

On March 12th and 13th, Marin can be found exhibiting in Australia at ad:tech Sydney. We’ll be at Booth #20 at the Hilton Sydney handing out all of the quality schwag you can find at our trade shows in North America. Whether you call Sydney home or ad:tech Sydney your legitimate excuse for a vacation, make sure you stop by our booth to learn about the latest innovations taking place at Marin.

SES New York 2013

On March 26th and 27th, the New York Marriott Marquis will play host to SES NY and yours truly. If you’re attending, drop by Booth #505 to say hello. We highly recommend setting aside twenty minutes to sit in on a Theater Presentation on ‘How Smartphones and Tablets Are Changing Paid Search’, presented by our Product Marketing Manager, Kye Mou.  He’ll be speaking at the theater located in the Exhibit Hall on Wednesday, March 27th at 10 a.m. and has a great deal of knowledge to share.

It’s going to be an exciting month of trade shows and events. Bring your game face!

The 5th Annual Biggest Search Geek Contest Heats Up

By January 16th, 2013

SMX Biggest Search Geek

Results show that this year’s SMX Biggest Search Geek Contest sponsored by Marin Software is heating up like never before. With over 1,500 registrants and a top score of 65% so far, there’s no doubt online marketers everywhere are competing for the title. If you have the mettle to answer 20 tough questions about the ins-and-outs of search marketing, now is your chance to be recognized by the industry!

The winner of the SMX Biggest Search Geek contest will be flown to SMX West (March 11-13) in San Jose, California and receive an Apple iPad Mini and an award on stage presented by search guru Danny Sullivan.

Test your search IQ now!

Marin Starts the New Year at eTail West and SMX West

By January 7th, 2013

Marin will be kicking off this year’s trade shows in our home state of California with eTail West and SMX West.

          

Taking place February 26-28th at the JW Marriott Desert Springs, eTail West is a fantastic opportunity for online retailers to shop for solutions, exchange expertise, and gain invaluable tactical knowledge about online advertising. So, naturally, we’ll be there! Come visit Marin at Booth #202 on all three days of the conference.

On March 11th and 12th, Marin will be exhibiting at SMX West at the San Jose McEnery Convention Center, Booth #201. We’d love to hear from you, so take some time and stop by our booth to chat and grab some loot in the form of stress balls, chapstick, and pens.

Hate the idea of having to pay for your pass and flight to SMX West? You’re in luck! Test your search knowledge in our Biggest Search Geek Contest, co-sponsored by SMX. Our highest scorer wins an all-expenses paid trip to SMX West and an iPad.

We’ll be in Sydney and NYC for shows later in the month of March! Stay tuned for more updates.

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