Posts Tagged ‘trends’

#MarinMasters NY 2014 Streamcap

By April 15th, 2014

Last week, we were proud to host another engaging Marin Masters in NYC! Customers and partners gathered to network, share insights, and take in presentations from some of today’s top digital marketers. A big thanks to everyone who attended, and here’s a transcribed streamcap in case you missed it (#MarinMasters on Twitter):

The Marin Vision: Turning Complexity into Opportunity 
Matt Ackley, CMO, Marin Software

Customer Targeting and Optimization in Action
Cameron Urry, Senior Interactive Marketing Manager at Extra Space Storage

Audience Targeting and Building a Database of Intent
Molly Parr, Director of Product Marketing at BlueKai

Deconstructing Digital Daily Habits: A Deeper Understanding of How Gen Y/Z Affects Online Advertising
Edwin Wong, Senior Director of B2B Strategic Research & Insights at Yahoo!

Attribution & Optimization Techniques for Multi-Channel Success 
Panelists: Matej Horava – Head of Partnerships at LiveRamp, Paul Pellman – CEO of Adometry, David Greenbaum – CEO of Boost Media

Mobile Audience Targeting
Cathy Boyle, Senior Analyst of Mobile at eMarketer, Inc.

Combining Search & Social: The Performance Marketing Multiplier
Dan Morris – Senior Product Marketing Manager, Marin Software

The Digital Transformation of an Industry Vertical
Brian Long, Senior Manager of Performance Marketing at AutoTrader and Ian MacDonald, Senior Manager and Director of Consumer Marketing at AutoTrader

Fireside Chat
Chris Lien, CEO of Marin Software and Melissa Esmundo, VP of Marketing at Though Mudder

  • Got the faux fire going for our fireside chat with Marin CEO and Tough Mudder’s Melissa Esmundo #marinmasters pic.twitter.com/w7Xfm7cADE
  • Internationally, Tough Mudder uses a lot of Display advertising since social and search channels more fragmented #marinmasters
  • Interesting marketing tactics from @ToughMudder to drive obstacle course event sign ups. #MarinMasters #measure - Paul Pellman (@ppellman)
  • @mesmundo Story telling & content narrative campaigns start in fall in “off season.” Move into direct with start of season #marinmasters
  • @mesmundo Better mobile experience and better mobile optimization drove 40% increase in engagement on mobile #marinmasters
  • @mesmundo Build awareness over social leveraging iconic images. Constant changing landscape of mobile a challenge #marinmasters
  • @mesmundo Conversion process starts early with educating consumers what a Tough Mudder event is. Starts with Social. #marinmasters
  • #marinmasters – brought to you by Melissa Esmundo Senior VP Marketing, Tough Mudder – “the mo moment” understanding the mobile experience- Ken Solano (@kensolo_2345)

Miscellaneous Fun

3 Key Trends From SES London 2014

By February 18th, 2014

Last week, the Search Engine Strategies (SES) conference wheeled its way into London. Marin was heavily involved across the three-day conference with Clive Morris, Matt Ackley and Jon Myers speaking in multiple sessions. I just wanted to wrap up three key trends from across the show:

1) The Rise of PLAs

As our white paper The State of Google Shopping found, there is no stopping the growth of Product Listing Ads (PLAs) in the e-commerce industry. Chris Howard, Head of Digital at Shop Direct Group, said that PLAs are one reason why paid search is interesting again. He also mentioned that they generate better ROI for retailers than traditional PPC.

Brendan Almack and Alan Coleman at Wolfgang Digital ran a great session, diving into detail on PLAs. They shared these useful insights:

  • We process images 60,000 times faster than text (study by 3M), so it makes sense that we now have far more visual search results with image extensions and PLAs.
  • When PLAs and search are run in combination, the performance doubles, possibly because users who see multiple ads view the brand as more established.
  • PLA CPCs increased by 70 percent in Q4 of 2013 due to advertiser competition.
  • If your pricing is not competitive for a particular product, don’t use PLAs for that product.
  • Make use of AdWords labels in your feed to label things like profit margin and sale items. This way you can bid accordingly and target your PLAs to gain competitive advantage.
  • Google introduced PLAs to become more like a comparison engine and, as a result, more product related searches are being conducted. 

2) Audience Data in Search

With SERPs becoming more personalized and advertisers increasingly targeting people – not keywords or positions – we talked a lot about how audiences and audience data can be integrated into both paid and organic search.

Ian Carrington, Director of Performance, Northern and Central Europe at Google introduced Retargeting Lists for Search Ads (RLSAs) into the conversation during the very first session on day one of SES London. Ian recommended using RLSA remarketing if you want cheaper CPAs and increased conversions, which is a no-brainer for most advertisers.

Marin Software’s Matt Ackley and Jon Myers both suggested that audience data is the next frontier in search. In reference to our recent integration with BlueKai, both said it’s essential to understand and utilize audience data, because it will make your PPC more strategic. Matt also speculated that Google could eventually use its own user data to bring audience targeting and analytics even further into paid search. For example, you might have the ability to adjust bids for searchers with different incomes and family sizes.

3) Context Increasingly Plays a Role in Search

With recent algorithm updates across paid and natural search, the impact of context on search was a also hot topic. Matt Ackley talked about how context is going to become more integrated with search, for example by integrating weather forecasts to adjust your bidding strategy.

Allistair Dent, Director of Paid Media at Periscopix, agreed saying that Google AdWords new features will use the enhanced campaigns structure, where context is just as important as keywords and other targeting. He suggested blending contextual items together to make decisions about your audience. For example, if a user is searching for your brand near your store, then you can send them to a special local-focused landing page.

Were you at SES London? If so, let us know what you thought in the comments!

Global Ecommerce Sales Exceed $1 Trillion for the First Time In 2012

By February 11th, 2013

In today’s tech-savvy world, consumers are increasingly shifting their media time away from traditional channels such as television, print, and radio, towards the emerging digital channels of search, social, video, and mobile. Traditional brick-and-mortar businesses are seeing customers take to the web thanks to the convenience, selection, and price-transparency of ecommerce. Consequently, the battle for revenue is experiencing a seismic shift and marketers are increasingly allocating their investments towards these emerging digital channels.

The research firm eMarketer estimates that global B2C online sales grew 21 percent last year to $1.09 trillion, the first time sales have topped $1 trillion. The US ecommerce industry chipped in $365 billion and eMarketer expects that amount to grow to $409 billion in 2013. With the average sales per US consumer reaching $2,466 this year among those who purchase goods online, advertisers are seeking more efficient and effective ways to reach their audience.

eMarketer Top 5 B2C Ecommerce Sales

Following suit, a new Strata survey found that nearly one-third of ad agencies expect to spend more on digital advertising than on traditional media within the next three years—indicating that digital media may eclipse traditional advertising in the near future.

“Focusing on revenue acquisition is an absolute necessity to thrive in today’s digital marketing landscape.” – Linda Harjono, Senior Manager of Search, Symantec

To win the battle for revenue, smart marketers are breaking away from their competition and overcoming the challenges of a highly complex and data-driven digital landscape with Revenue Acquisition Management (RAM)—an emerging category of technologies that enable advertisers to improve revenue outcomes and return on investments from digital advertising. RAM solutions allow marketers to manage digital advertising across multiple channels, publisher, geographies, languages, and devices; providing them with complete visibility and control over their programs and enabling them to optimize their digital advertising to meet desired revenue goals.

Compelling Trends from Marin’s 2012 Q1 Report

By April 13th, 2012

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:

  • 46% increase in Google click volume
  • 14% increase in CTR on Google
  • 4% increase in the share of clicks coming from Exact match

Q1 2012 Industry Click Through Rates

 

 

 

 

 

 

 

 

 

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.

Q1 2012 Click Share by Device

 

 

 

 

 

 

 

 

 

 

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.

Find us on Facebook