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AdWords IF Functions help you customize ad text to personalize your paid search ads. Here's how they work, and how to use them to target audiences to drive more conversions.
The post How to Use Google AdWords IF Functions to Customize Your Ads by @bsmarketer appeared first on Search Engine Journal.
Changing the direction of your company’s content and communications strategy is never an easy thing. In this article, you’ll find out how a large, well-known brand was able to shift its mindset and culture to ensure the messaging and content was more meaningful, and began to resonate with its target audiences.
The post How Oracle Got Its (Content) Groove Back by @chris_hart appeared first on Search Engine Journal.
Bing Ads has introduced the ability to exclude irrelevant audiences from remarketing advertising campaigns.
The post Exclude Irrelevant Audiences from Bing Ads Remarketing Campaigns by @MattGSouthern appeared first on Search Engine Journal.
In digital marketing, we’re always trying to keep up with the hottest new thing – advertising methods, ad types, targeting types, etc. – being pitched heavily within the industry in general.
Whether it be the “year of mobile” to the “year of RLSA,” there is always another trend to consider investing heavily in.
Over the last year-plus, video has been most frequently cited as the new digital frontier. Whether it’s important to a comprehensive marketing campaign isn’t the question, though. The question is, how do we best make use of it?
In this post, we’ll talk about when – and how – to put video in play for your marketing campaigns.
First, you need to determine if video will even be beneficial for your company.
Videos are best used as an educational/informational tool to help relay info to your audience. If you have a business that requires some explanation of the service or product, or have a variety of advanced features that need to be showcased, or even need to establish credibility and trust for the user to move forward, video can be key for your growth.
If you’ve determined that your business would indeed benefit from adding or expanding on video, how should you leverage it in your advertising efforts? What are some strategies to do so?
Well, below are some tips to make the most out of Facebook and YouTube video for direct-response/performance-driven efforts:
Start with Facebook
Facebook is probably the best platform to leverage video from the direct response perspective. You can get extremely granular with its targeting capabilities and ensure that you are reaching highly relevant audiences to whom you can introduce your brand and explain its value proposition.
As a reminder, the best practice is to keep video length less than 30 secs; that’s about as long as you can plan to keep a user’s attention.
Initially, you’ll want to use Facebook videos in your prospecting efforts. These videos will serve as a first touch to audiences who haven’t heard of you or don’t know you well.
The goal of these video ads is twofold: educate the user and also determine which users are actually interested in what you have to offer.
How do you determine that? Well, Facebook creates audience lists based off how much of the video users have viewed. If someone has completed your full video, they likely have a relatively high level of interest in your product or service.
Once you’ve identified this group, take that audience list of users who have completed the video and begin serving remarketing ads towards them to drive them onto your site and get them to convert.
Now perhaps someone came to our site from another method – paid search, organic, etc. You can also leverage Facebook video ads to help further convince users who haven’t converted why we are right for them.
One powerful ad type within Facebook is Carousel Ads, which let you show 3-5 images, concepts, and messages to help get your point across, deliver value props, and get people to convert.
What many people don’t realize is that you can actually incorporate video into one of your carousel cards. This becomes extremely effective with remarketing as it allows you to relay numerous different messages while also providing the user an educational video to further convince them.
Use YouTube for remarketing
We all know about YouTube and its huge traffic numbers. Of course you should consider advertising here, but note that YouTube is often seen more as a branding play than a direct-response. The one way to really make YouTube effective with DR in mind is to leverage for remarketing.
My recommendation is to develop and segment audience lists of users who visit your site but do not convert based on their interaction with the website (for example, people who get to a sign-up page have shown higher intent than someone who has only gotten to the home page).
Then test various different audiences using different video assets. Essentially, you should aim to further educate these audiences via YouTube and test which videos tend to work better with higher-intent audiences vs. those in research mode.
Videos can be an impactful format when trying to reach your audience and scale your business – but not before you determine when to use it, what channels to leverage it on, and how to strategize to invest your budget wisely.
Retailers love the influx of revenue in Q4, but there’s another, more last gift from the spike in digital traffic: data that you can use to your advantage in 2017.
In this post, we’ll cover three major ways to make Q4 the gift that keeps on giving.
1) Capture those audiences.
This is the time to build remarketing lists (put this in place ASAP if you haven’t yet; it’s never too late). You can then target these users at a later date to remarket to them if they haven’t converted.
Anyone adding to cart and abandoning, getting partway through the checkout process before bailing, just looking at product pages or even your home page…hit them with ads and promotions for post-holiday sales.
When building your remarketing lists, build them wisely; smartly segment them based on their interaction with your website.
The depth they go into your website gives you a better idea of the depth of their intent. Build the segments, bid accordingly, and tailor creative to speak more directly to the different audiences.
2) Go prospecting
Given that you have had a huge increase in customers from additional Q4 purchases, you’ve got more robust customer lists to use for prospecting for audiences similar to your customers. There are two ways I’d recommend to get started here:
- Facebook Lookalike targeting is a great way to upload your customer list and target users with characteristics, behaviors, and traits similar to your customers. If you want to be even smarter with your LAL targeting, segment out those customer lists into close-knit groups. For example, an ecommerce clothing retailer would want to segment out those who purchased men’s vs. women’s clothing, those with high AOV (average order value) vs. low AOV, etc. This will allow you to better tailor creative to your audiences.
- Google Customer Match offers similar functionality (albeit at a much lower scale). You can then use Customer Match with Google’s Similar Audience targeting to layer onto your search campaigns. By doing this, you can then bid more aggressively for users similar to the makeup of your customers searching for your product or service. This typically tends to generate higher conversion rates.
if you have multiple products to sell, natural upsells, or products that need to be regularly replaced or replenished, you can upload your new customer lists within Facebook’s custom audiences and target these users at a later time with new creative of different product, sales, promotions, etc.
You can also leverage Google’s Customer Match with GSP (Gmail Sponsored Promotions) to bring ads to your customers’ Gmail inbox to remind them about your great product, service, or deals and get them back to your site to make additional purchases.
Of course, these are techniques you should be using throughout the year, but there’s no time like now to take full advantage and keep the Q4 momentum going. Good luck!
Using retargeting, or remarketing campaigns, to reach targeted audiences with ads when they’re online can improve lead generation efforts. Here is how to use display remarketing across channels and audiences in order to get the best possible results.
The post A Complete Guide to Cross-Channel Remarketing Campaigns by @tamweintraub appeared first on Search Engine Journal.
Brands have been upping their investments in new ad products from popular social media services, but are they getting their money’s worth?
Some are reportedly starting to ask that very question in the face of metrics that raise questions about their potential efficacy.
Take Snapchat and its ad offerings, for instance. Snapchat is one of the most popular social platforms in the world, and brands have been eager to take advantage of the opportunities Snapchat is increasingly giving them to advertise to Snapchat users.
But as detailed by AdAge’s Garett Sloane, “one top advertiser” using Snapchat video ads has revealed that the ads generate less than 3 seconds of view time on average.
“We still buy it, and are figuring it out,” the advertiser told Sloane. Another agency executive, who also spoke to Sloane anonymously, added, “The interstitial vertical video ad is challenging. People just tap through. That’s the behavior.”
Obviously, this is almost certainly raising concerns for brands hoping to effectively reach young consumers through Snapchat, but while the company wouldn’t comment on the average video view times reported by one of its advertisers, it does believe that its ads are effective.
A Snapchat spokesperson pointed to an eye-tracking study the company conducted, which found that Snapchat’s video ads captured more attention than the video ads on Facebook, Instagram and YouTube.
Snapchat is also quick to point out that its video ads take up the whole screen and play with sound on by default, whereas video ads on services like Facebook don’t.
But the question remains…
Just what can advertisers hope to accomplish with video ads that don’t typically get more than two to three seconds of view time?
Snapchat apparently thinks those two to three seconds are capable of creating value.
One executive who works with Snapchat and spoke off the record told Sloane, “They want to create meaningful brand experiences, in as little amount of time as possible. You can’t make a sale in three seconds, but you can start a relationship with somebody.”
Even if that is true, however, brands will eventually have to determine just how meaningful and valuable those three second relationships are.
If they ultimately don’t see lift and can’t trace action back to these ads, Snapchat, which is reportedly preparing to go public in 2017 at a valuation of $25 to $35 billion, could find that advertiser interest in its platform is as fleeting as the snaps that its users send.