Hanapin’s Master List of 2017 PPC Updates

2017 has been a year full of updates in the PPC industry. From new social features to updated dashboards to redesigns, we’ve seen a lot of change over the last year. Now we know you probably didn’t take advantage every single update that came out – but which ones should you pay attention to?

 

In this live webinar, Hanapin experts Tanner Schroeder and Connor Regan will take a stroll down the good ol’ memory lane of 2017 and show you which updates from this last year are worth your time and effort.

 

In this webinar, you’ll learn:
 

  • How we’ve seen the industry change over the last year
  • What we can expect from these new updates
  • How our experts have taken advantage of the best updates and how you should too

 

Presented by:

 

   

Tanner Schroeder                Connor Regan

 

Source: http://www.ppchero.com/hanapins-master-list-of-2017-ppc-updates/

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7 Marketing Campaign Essentials to Drive Success

We are continually obsessing over our marketing campaigns, but how often do we stop to work out precisely what this means and how to succeed step by step. Typically, a marketing campaign is a planned sequence of activities and processes which promote an individual product, service, or resources. A multitude of channels are used and coordinated to deliver effective results.

The most successful marketing campaigns incorporate a range of sophisticated tools, but they are underpinned by comprehensive planning and research. A less successful campaign will be missing this core planning element. You may put together an ad or two, A/B test a landing page, or try the occasional email blast but there is no concerted, connected effort and dedicated plan. Successful marketing campaigns cannot be disjointed and haphazard. That’s asking to fail, and instead, you should keep these essentials in mind and consider them vital to all your campaigns.

In this blog, I’ll cover seven marketing campaign essentials for success. 

1.    Align Marketing Campaign Goals

The first step in succeeding with your next marketing campaign is to ensure the goals you set for the individual campaign are fully aligned and in keeping with the department as a whole. Your over-arching marketing plan should cover all of your business activities, and while each campaign needs to be unique, it needs to keep your central plan and its goals in mind.

2.    Define Success

What do you expect from your marketing campaign? Before you even begin any of the work on your campaign you need to set out and define your goals. Identifying your key performance indicators and measurable metrics is essential. Looking at different metrics to measure is critical, and you should balance the direct metrics such as sales and landing page traffic with indirect ones such as social shares, overall website traffic and share of voice for mentions of your campaign online.

3.    Due Diligence

You must understand your audience to achieve success, and you need to know when they are most accessible. Your marketing campaigns should be built upon a culture of testing, and this will give you the most precise image of who your customer is and what they want. Businesses need to learn what is resonating most in their sector through continual adaptation and analysis.

4.    Campaign Strategy

Not all social media and marketing channels are suitable for every campaign so before you go diving into anything, plan out those most effective for the style of the campaign in question. What are you looking to communicate? What is the most effective way of achieving this? Look through all the possible channels and tie them back to the aim of the campaign. If for example, one particular channel doesn’t work with your goals, you aren’t obliged to use it and can find other more suitable options to fit into your multi-channel strategy. Don’t forget the importance of tracking demographics and tailoring content.

5.    Channel-Centric Planning

Once you have selected your individual channels, you need to plan on a channel by channel basis to ensure the right results. What do you need to communicate? When do you plan to do it? What channels will you utilize? Whether looking at direct mail, social media, or email marketing, there is significant planning required. Even a single email marketing campaign requires real commitment and more than merely pushing for sales, with specific preparation and knowledge put into the content for the emails themselves in addition to testing for the best results.

6.    Harness the Power of Testimonials

Customer testimonials are your way of letting your clients do the talking for you. A third-party recommendation or positive statement about your business has a much more clout than merely stating the same information yourself. More and more businesses are opting for the power of the video testimonial,  which like all video content is exceptionally effective, delivers the message quickly and allows for a more personal and direct approach.

7.    Map Out Your Timeline

None of the above points will work without planning and measuring. Creating a robust timeline is essential but you also have to be ready for flexibility should your insights find you need to make instant changes or move direction. Tweaks and fine-tuning needs to take place throughout the campaign and while the launch may be your “big moment” the work doesn’t stop there. You need to continually develop and hone your campaign to suit the needs of your audience.

The money and time invested in each of your marketing campaigns mean most businesses cannot afford abject failure. More than that, a failed campaign won’t necessarily be forgotten and can impact negatively on future success. Taking your time, using the tools available, and above all, planning is essential for success.

What steps do you take to ensure success for your marketing campaigns? Let’s keep the conversation going in the comments.

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The post 7 Marketing Campaign Essentials to Drive Success appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2017/10/7-marketing-campaign-essentials-success.html

How To Build Custom Affinity Audiences In Old & New AdWords

If you’re anything like me, you’ve probably been hearing a lot about a mystical feature in AdWords known as the “Custom Affinity Audience.” Whether it was Cassie Oumedian’s 3 Killer Strategies for Custom Affinity Audience Campaigns, Joe Martinez’s 4 Custom Affinity Audiences to Try for Display Advertising or recommendations from persistent and dedicated Google teams, Custom Affinity Audiences seem to be coming back into the spotlight this year.

 

Custom Affinity Audiences are not a new feature in AdWords. In fact, they were first introduced in October 2014. While the aesthetics of the AdWords interface have changed over time, the basic principle has remained consistent: advertisers define a target audience using a combination of keywords and website URLs relating to a specific topic. This allows for an infinite number of audience combinations as unique as the organizations pursuing them.

 

Sounds pretty good, right? So how is it that I spent nearly two years working in PPC before learning how to create a Custom Affinity Audience for myself? Today, I’m setting out to right that wrong and spread the word once again for anyone else still in the dark about this process.

 

Plan Your Audience

 

Before getting into the interface, you will first want to define your audiences conceptually. This requires a bit of planning and research:

  • List themes you want to target—ensure they are distinct but not prohibitively limiting.
  • Consider keywords and placements you want to include, aiming for a combined total of 5-10 for each audience.
  • Include targeted web pages (such as blog posts, product pages, etc) vs. generic home pages wherever possible.

After constructing your outline, you’ll be able to build your custom audiences and start gathering data in minutes.

 

Building Audiences in the Old/Legacy AdWords Interface

 

If you have already switched over to the new AdWords interface, feel free to skip this section. If you’re like many of us and 1) don’t have access to or 2) haven’t fully warmed up to the new AdWords interface, you can follow the steps outlined here to set up your Custom Affinity Audiences.

 

1. Navigate to the Display Network tab and select “+ Targeting” – You can do this while viewing a single campaign/ad group or the account overall.

 

 

2. Select “Interests & remarketing” at the Targeting segment you want to add, then click the drop-down to reveal all audience types available. “Custom affinity audiences” should be the second option on the drop-down (for Display Network campaigns only).

 

 

3. To define your audience, enter a name and description (optional), then the keywords and placements you’ve already prepared. You will then be able to view estimated demographic and topical information for the users Google has selected for your custom audience.

 

 

4. Last but not least, don’t forget to save your audience! For efficiency, you can create and save all your audiences at once, then apply them to various campaigns and ad groups later, as desired.

 

And that’s all there is to it! Now let’s see how this has changed with the transition to the New AdWords.

 

Building Audiences in the New AdWords Interface

 

The core steps to building a Custom Affinity Audience have not changed with the new interface, things just look a bit different. Check it out:

 

1. In the account or campaign view, navigate to the Audiences tab (on the left side) and click the pencil icon at the top left or “+ Audiences,” if you haven’t created any audiences yet.

 

 

2. Select your campaign & ad group if not at the ad group level, or choose “edit audiences” at the ad group level. Determine whether you would like your audiences applied as Targeting, or for Observation. Within the Affinity Audiences category, collapse the auto-expanded Affinity choices or scroll down to select “Custom affinity audiences.”

 

 

 

3. Define your audience by inputting a name and description (optional), then adding your prepared keywords and placements. Click “Get Estimate” on the right side to reveal demographic and topical information for the users in your custom audience.

 

 

4. And of course, don’t forget to save your audience! You can create and save all your audiences at once, if you desire, then apply them to various campaigns and ad groups later (particularly if some will be used for Targeting while others are for Observation).

 

Closing Thoughts

 

I hope that this guide is useful and empowering, and provides the foundational knowledge you need to get started with your own Custom Affinity Audiences. Remember that you can create and test multiple audiences—AdWords will save them under the name you define, so name them well and enjoy the advantage of targeting users most like your identified personas.

 

At the moment, Custom Affinity Audiences are only available for the Display network but I, for one, haven’t given up hope that they will eventually be expanded to Search as well. If you share my optimism, now is as good a time as any to get your head start discovering which audiences work for you. And as always, come find us on Twitter to share your own thoughts, discoveries, and PPC wins!

Source: http://www.ppchero.com/how-to-build-custom-affinity-audiences-in-old-and-new-adwords/

The 5 Elements of an Effective Digital Marketing Strategy for 2017 and Beyond

A digital marketing strategy is a marketing plan that draws on insights from almost every department within a company to design and implement seamless brand communications across every digital channel. Popular digital marketing channels include the company website, organic search, paid search, social media, and email.

But digital technology is evolving at a rapid pace, and taking everything else with it. An effective digital marketing strategy for 2017 looks almost nothing like a strategy from 2015.

So how do you create a scalable digital marketing strategy?

We talked to six leading digital marketing experts to get their unique insights on strategy teams, tips, tools, metrics, and more.

Today’s Digital Marketing Strategy Team

Digital marketing is constantly evolving, meaning you always need to have a fresh strategy, which can only come from a fresh team.

The strategy can’t expand unless the team expands, which is why a modern digital marketing team needs to include decision-makers, visionaries, and voices from across the company.

Michael Brenner—globally-recognized keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group—agrees:

Everything is digital! So in order to create a digital strategy, you need to include all teams across the marketing organization, your agencies, and sales as well. I even like to include HR to make sure employer branding activities are represented.—Michael Brenner

Andy Crestodina, co-founder and the Strategic Director of the award-winning web design company Orbit Media, includes everyone in his strategy team as well, but outlines clear roles to keep things running smoothly:

A strategy is just a plan to reach a specific goal. For a marketing plan, the goals have a major business impact. So involvement should go all the way to the top. The “RASCI” model is a good tool for assigning responsibilities. It helps specify five levels of involvement, showing who is responsible, accountable, support, consulted, and informed. — Andy Crestodina

The need for integration, cross-communication, and company-wide involvement in the strategy process is crucial. Drew Neisser, CEO of Renegade LLC, points out just how important integration really is:

I’m not a fan of having a separate digital marketing strategy. Consumers don’t differentiate between offline and online brand interactions, so why should brands?—Drew Neisser

For that matter, customers don’t differentiate between marketing, sales, or customer service—online or offline, or from one channel to the next. Integration and seamless communication are key, and that means your strategy needs to include insights from every touchpoint.

Advancing a Digital Marketing Strategy

Digital marketing is coming into its own, but it’s by no means a new concept. Some of the standard best practices are well established in most marketing departments, but what’s next? John Boitnott, a journalist, and digital consultant encourages marketers to then push into forecasting:

Digital marketing strategies require forecasting so you can see what’s coming, whether it’s a new technology, product, or demographic that might be complementary to your company in the future. Actually mining the data/big data you have is critical for forecasting. A willingness to experiment, work outside established best practices, and test out ideas is one of the best attitudes a digital marketing team can have.—John Boitnott

The idea of forecasting can sound futuristic and “too big” for some small and medium-sized companies, but the technology exists to put predictive strategies in reach for any brand. A good engagement platform should be able to use predictive analytics for content, social marketing, lead scoring, and more.

And that’s what all the advanced strategies point to engagement. Consumers and buyers respond to personalized content that connects a brand story to their personal stories.

John Jantsch—marketing consultant, speaker, and author of Duct Tape Marketing—agrees that storytelling needs to remain central.

The entire strategy should be based on your core customer story. In addition to personas and core messages, you should include the customer’s (hero’s) journey story and how your organization is uniquely suited to act as the guide for this journey. Further, there should be a section of channels – where you can reach your prospect, how you can move them, and where you might experiment.—John Jantsch

Digital marketing strategies are changing as fast as technology is advancing and audience expectations are evolving. Digital marketing is about keeping your ear to the ground for what’s coming, but also staying focused on the story you are telling.

Digital Marketing Tools

There is no shortage of digital marketing tools and apps that promise to make our jobs easier. In the past, the savvy marketer had the latest software, but in 2017 the savvy marketer is the one who knows how to strategically choose which tools their organization needs.

There isn’t a one-size-fits-all list of digital marketing tools. The systems and platforms a company invests in will have to do with that company’s specific needs, goals, audience, and more. Not least of all, it has to do with a brand’s internal resources.

Brands need to make sure they have the tools that match not just their ambitions but also their willingness to invest in every added tool. No tools, even those with the most sophisticated artificial intelligence engines, work without human oversight. We’ve seen a lot of brands invest in tools and then underuse them because they forgot to add staff.—Drew Neisser

Build your MarTech stack one tool at a time, and make sure each one is fully integrated before you move on. Don’t invest in something that hasn’t been tested by every stakeholder involved.

As you add and optimize tools, be careful not to get trapped by them. Chris Weaver, Director of Marketing and Digital Strategy at MWI, uses some conventional … and some less conventional tools.

Our team has a lot of virtual members so we are big components of performance tools. We use JIRA to manage our AGILE approach and Asana for task management outside of the JIRA platform. But my personal must-have tool is running at the gym. It is amazing how stepping away from your machine, if only for 30 minutes, and resetting your brain improves your thought. — Chris Weaver

Oli Gardner, Co-Founder and Conversion Marketing Optimization Expert at Unbounce, agrees that tools are great, but only if the processes are placed:

Tools are an essential part of how we work, but often it’s more important that we focus our time on optimizing the process as opposed to finding the next tool to add to our stack. Part of this is to optimize the working relationship between marketers, designers, and copywriters.—Oli Gardner

There is a lot of cool MarTech out there, and even sophisticated, professional marketers have been known to get a little star-struck by a shiny new marketing tool. If you’re easily enraptured by technology, make sure there’s someone on your team who hates change (well, maybe not hates, but resists) to help keep you balanced and to keep the whole strategy on the ground.

Digital Marketing Metrics

An advanced digital marketing strategy starts with advanced marketing metrics and analytics. Modern marketers have access to a long list of metrics.

The granularity has put off some marketers in the past, but digital marketing metrics have become more focused. Marketers can—and should—choose and isolate the metrics that relate directly to revenue and stated goals.

Metrics should be dictated by your industry and goals. However, you should be measuring the impact of any undertaking whether it’s social media campaigns or email blasts. Knowing if your efforts had an impact, how much, where, when and how is key to improving your marketing efforts.—John Boitnott

[Focus on] as few [metrics] as possible and only those that can be tied specifically to stated objectives. Metrics are different for everyone, but the one thing I do see a lot of firms doing is measuring because they can. Measure things that help you make decisions based on your priorities.—John Jantsch

While marketers build their lists of relevant metrics, there are a few, of course, that remain universal. Crestodina urges marketers to look beyond traffic numbers to metrics that actually reflect revenue-impact:

Look beyond the traffic. What happens after the visitor arrives? What is their experience on the site? Did they bounce? Did they convert? Great digital marketing plans focus on conversion rates just as much as traffic … so plan the visit. Think about the landing pages and the mindset of the visitor. Think about their questions or concerns.—Andy Crestodina

Additionally, Neisser and Gardner emphasize lifetime value:

LTV, or lifetime value, is the ideal metric in that it takes into account the true value of acquiring the right customers.—Drew Neisser

Lifetime value is the ultimate measurements of success. If you’re relentlessly focused on LTV you’ll be more likely to create the right long-term strategy.—Oli Gardner

An effective metrics and analytics system starts with a list of stated goals. Work backward to identify which metrics related directly to those goals, and tie digital marketing efforts directly to revenue. Those are the insights that will help develop an effective strategy, and those are the numbers the C-suite wants to see.

Digital Marketing Secrets

As digital marketing continues to march forward, there are some strategies that have slipped through the cracks and others that are just coming over the horizon. 

Perhaps the easiest strategy to overlook in a digital marketplace is authenticity, which is why marketers in the Engagement Economy are driving such a turn-around.

Be human. Share your sense of humor and your idiosyncrasies. People do business with people and mainly with people they like. This is as true for business-to-business brands as it is for consumer brands. Without this humanity, your strategy will yield inhuman if not inhumane results!—Drew Neisser

Your brand voice should be authentic and human, but it still needs to drip with expertise and authority. The simplest way to do that, and another often overlooked strategy, is to tap all of your internal resources. Your company is full of subject matter experts and experienced professionals. Give them a voice or give them opportunities to build the brand’s voice. Brenner calls it is “marketing superpower:”

One strategy I’m really focused on right now is the hidden power of your activating employees to both create content and amplify your reach. This is currently the marketing superpower secret that I’m working on with a number of clients.—Michael Brenner

Jantsch agrees:

Go inside. Marketing is not just for the marketing department. The more people you can get involved in social media and content production, the more successful your strategy will be.—John Jantsch

Chris Weaver helps his clients develop and implement holistic digital marketing strategies, and has noticed a unique trend lately:

We are seeing more and more clients choosing to go to a multiple boutique agency model vs. the full-service agency model. And if that is the case, being able to tie your services in with others goes a long way. If your client is using traditional advertising along with digital efforts, being able to create a seamless experience goes a long way in regards to results.—Chris Weaver

It’s okay to specialize and to let your audience know. Advertise your partner brands, and create and optimize content that thoroughly explains how your products and/or services integrate with other industry-leading solutions.

Digital Marketing Strategy

Marketing has always been an exciting field because it never sits still. Technology drives people’s expectations, which push technology to advance again. Marketers have always been on the front lines using new communication methods and tools to reach audiences.

Today’s digital marketing strategies require a balance of new tools and tested best practices; an ear to the ground and a hand on proven processes. Marketers need a customized MarTech stack and a customized set of metrics.

And all of it starts with a fresh, expanded digital marketing team. If it’s time to update your strategy, start inviting new team members into the conversation. One new voice from customer service, order fulfillment, or the social media team could provide the insight you need for the first change or shift. When that’s integrated, invite someone else.

Whatever you do, don’t sit still.

The post The 5 Elements of an Effective Digital Marketing Strategy for 2017 and Beyond appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2017/10/5-elements-effective-digital-marketing-strategy-2017-beyond.html

Why Online Polls Are Critical To Understanding Your Users

Polls. They’re distracting. They’re inconvenient. They’re annoying.

 

Often times this is the mentality that people have when they see or hear about online polls. Today I’m going to convince you that this is the wrong mindset to have.

 

Today we’ll learn how polls can help us better understand our user’s behavior and how they can help us better frame the content on our websites and landing pages just by hearing and utilizing the voice of the user.

 

Understanding Your User’s Behavior

 

Polls are critical in understanding user’s behavior – they allow us to learn more about what drives or motivates users but also discover potential barriers that exist within a site. How can we learn these things about our users? We have to be mindful of the strategy that goes into these polls. The types of questions we ask and the timing of these questions will impact the results we get in return.

 

Drivers and Motivators

 

Determining what is driving or motivating our users will require polls at certain stages of the journey. We want to understand what brought them to our site but also what might have motivated them to sign up, subscribe, or join our service. This will give us more information about our users but will also help us understand their journey and if expectations are being met. Presenting users with a poll upon arrival such as, “What brought you to visit our site today?” will help us understand what’s driving customers to visit our site. Find themes and determine if there are misaligned expectations, potential new markets to target, better or more ways to target our current market to bring in even more users, and more. There are a number of things we can learn about our users if we present the right questions.

 

Our users have signed up, subscribed or joined our service and we want to understand what motivated them to do so in order to better understand their journey, how we can make it simpler, and draw in more customers. Creating poll questions post conversion such as the following will give us more information about what motivated these users to choose our service:

  • What persuaded you to sign up today?
  • Which other options did you consider before choosing (brand name)?
  • What was the biggest challenge or frustration in finding the right (service) online?
  • Ecommerce: Was there anything about this checkout process that we should improve?
  • Ecommerce: What was your biggest concern or something holding you back from purchasing from us today?

As you can see, polls can really provide valuable information surrounding what gets users through the funnel and what they experience in their journey as long as we ask the right questions.

 

Not only can we better understand the behavior of users who are driven and motivated to choose our service, but we can also learn more about what acts as a barrier for our users – what is keeping them from signing up with our service or purchasing our product?

 

Barriers

 

Are you noticing red flags within analytics – are there specific pages with really high exit rates? Do you notice that users get to a certain stage in your funnel and then leave but you can’t determine why this behavior is happening? Polls can be our best friend in these situations. We know where we need to place our poll – on these exit pages. We can choose to show the poll after a certain time period or upon exit. Now we just need to determine the right questions to ask. Below are some example questions to consider:

  • What information were you unable to find today?
  • What has been your biggest challenge or frustration in researching our service today?
  • What’s preventing you from signing up today?

Even more importantly, as an ecommerce client you notice many users are getting to your cart page and exiting rather than purchasing. They’re so close – they know what they want to buy, it’s in their cart, they just don’t complete the purchase. Here’s your chance to utilize polls to discover the problem and find the solution. After a certain amount of time (utilize analytics to determine when most people exit), present a poll on the cart itself to ask users why it is they aren’t moving forward:

  • What’s stopping you from making a purchase today?
  • What information do you need in order to complete your purchase?
  • What is your biggest concern about completing your purchase?

The answers may provide you with enough information to better structure your checkout process, fix potential bugs that exist on the site, and optimize in order to get more people through the checkout process easier. Hearing problems from the users themselves helps you focus on finding solutions.

 

The Voice of The User

 

Last, but certainly not least, I’d like to discuss how we can use polls to hear and understand the voice of the users, using their voice to frame the content on our website and landing pages.

 

Often times, it’s hard not to have a final page filled with industry-specific jargon because the people writing the copy are in this business all day, every day. We can assume they know the business back and forth so they write utilizing the language they know. However, this language may not resonate with the users. Our users may talk about our product or service differently so it’s extremely important to understand how they talk about it in order to write copy that speaks to them.

 

There are few ways for us to know how our users, our customers talk about our product or service but polls are one of these ways! With most questions, we’ll see how users talk about our company, our brand, our service and we’ll be able to use the voice of the user to write our copy and frame our sites and landing pages in a way that best speaks to them.

 

Final Thoughts

 

Have I convinced you to shy away from this negative mindset when you see or hear about online polls? Maybe I’ve even convinced you to run some of your own. My hope is that I’ve prepared you for the next time you need to convince a client or colleague that polls are critical if you want to better understand your user’s behavior on your site or better frame your content so that it speaks directly to your users. If you’ve used polls in the past or choose to utilize polls in the future, I’d love to hear about your findings! Reach me on Twitter @samantha__kerr

 

Source: http://www.ppchero.com/why-online-polls-are-critical-to-understanding-your-users/

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Source: http://digitaladvertisingworks.weebly.com/home/glass-balustrades-and-staircase-north-ryde-northern-suburbs-region-of-sydney-sydneycityglass-glassbalustrade-httpstcodwb53ye1ga

Moving from Volume to Value with Artificial Intelligence (AI) Built for Marketers

As a modern marketer, you know all too well how challenging it is to satisfy today’s demanding buyers. You’re doing your best to meet their ever-growing expectations for personalized and relevant experiences in the moment. It’s clear that marketers who shift from volume-based, one-size-fits-most communication to engaging segments of one with high-value experiences will be the ones who win over the hearts and minds of their customers.

Enhance Your Marketing Expertise with AI

The good news is that you can pivot to engage on a personal level—even on a massive scale—with artificial intelligence (AI) built for marketers. AI helps make sense of all your customer data in the moment so you can truly deliver value-based, relevant experiences, and conversations. Simply put, it enables personalized experiences to a newfound degree. And that makes it possible for you to more effectively get more prospects and customers to engage with your brand.

When built with the marketer in mind, and with all of your customer data in a single location so that it has all the raw ingredients to work with, AI makes this vision a reality because it is designed to look at all you know about each person you’re engaging with. It does so with amazing velocity to quickly and precisely determine the next, right interaction and experience. Put another way, it gives you the speed and precision to engage in the moment with the right message in the right channel at unprecedented rates. And it does this in a much more organic, scalable, and sustainable way than you could ever achieve as a mere mortal.

Making It Real

Explorations of the potential of AI can feel a bit pie-in-the-skyish. So, let’s make this real by outlining actual scenarios where you can apply AI.

  • Predict the right programs for the right people. First, AI built for marketers helps you determine the most logical and effective way to engage your target audiences, helping you plan accordingly. It’s not far-fetched that you will be able to dictate a goal and push a button on your AI-powered “marketing assistant” for recommended programs to run for each audience. That means you can predict and align with your audience’s interests and wants.
  • Personalize with confidence. Next, AI helps you put your plan into action. As you fine-tune and come to trust your AI assistant, you’ll achieve increasingly refined segmentation. In other words, you can personalize with confidence at scale. You’ll know the right interactions, experiences, and content at the right moment in the right channel for everyone you’re engaging with.
  • Perform to the Nth degree. Because AI helps you scale your segmentation and personalization efforts exponentially, 1:1 marketing becomes a reality. With machine-driven predictions and personalization, you can optimize campaigns and experiences at an unprecedented rate. When you drive 1:1 engagement in the moment, you deliver memorable, tailored experiences that convert buyers faster and retain them longer. Simply put, AI equips you to build customers for life and drive exponential growth—all within budget.

What’s Needed to Succeed?

As good as this all sounds, AI is only as good as the data it sits on. It draws conclusions and recommends the right experiences by sifting through and analyzing vast quantities of data. And then it executes those recommendations on your behalf—upon your command—by tying into the systems that drive engagements. So, for AI to truly work, it needs to call upon a centralized repository of everything you know about your prospects and customers. And it needs to interact with your channels of engagement to deliver the right experience to each prospect and customer.

Put this unified marketing platform and integrations in place and you’ll drive powerful results: 1:1 engagement in the moment that converts buyers faster and keeps them coming back. Imagine engaging smarter and growing revenues without increasing your budget. Now that’s truly moving from volume to value!

What potential do you see for yourself and your team when it comes to using AI built for marketers? What impact do you expect it will have? Tell me about your plans and perspective in the comments below.

The post Moving from Volume to Value with Artificial Intelligence (AI) Built for Marketers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2017/10/moving-volume-value-artificial-intelligence-ai-built-marketers.html

Extracting Text in Excel for PPC

Working with text data is a necessary part of analysis but often overlooked in skill development. This leaves gaps in analysis and adds time and tedium to common tasks.

 

Your ability to work and manipulate text greatly enhances your workflow and effectiveness. Splitting keyword, ad text, or campaign structure allows you to gain deeper insights and find new patterns.

 

Too often I see people resort to doing this work by hand. Scrolling through a spreadsheet labeling them one by one. There are a few straightforward methods used to speed this process up.

 

In this article, we’ll cover a handful of concepts to get started in approaching the problem and extracting the necessary text.

 

The Problem

 

For the following examples, we’ll use a campaign and ad group structure from another account. In this scenario, we are currently in the process of restructuring it but need to extract a few components.

 

By expanding these components into a more a digestible format we will have a clear outline of what each location offers then use that with templates to build our new campaigns.

 

 

Setting Up

 

Below is our sample data.

 

Example account structure

 

Our first step is removing duplication. We have many of the same fields repeated but we only need to assign/extract the unique values once. If needed we can always use a lookup to reassign the extracted text to the necessary parts, such as campaign type or geographic targets to each campaign.

 

Let’s create a sheet with keys, the campaign and ad group, and all the extra values. This removes the chance of error in dragging and dropping. More importantly is reduces the load on yourself. When you review these to make sure everything lines up, you only have to check each key once.

 

Next, we need to define our questions,

  • Where is the property located?
  • What is the properties name?
  • Are there surrounding neighborhoods to target?

 

Simple Solution – The Best Possible Scenario

 

In a perfect world, campaign naming conventions are consistent, spacing and delimiters are flawlessly implemented and you can split text to columns.

 

 

This tool will choose take delimiter (such as a hyphen, backslash, or space) and split the text along that piece. Each complement will be split into a new column so make sure you make room ahead of time or you may overwrite another column.

 

The one downside to this method is cleaning up if your text is all different lengths. The next section will provide an alternative if that is too cumbersome.

 

The More Flexible Solution

 

Let’s approach this from a different perspective. Instead of splitting the text, we’ll set up columns for each value then use formulas to pull out the desired text.

 

The first piece is easy. Looking at our Campaign names, we see the name of the property on the far left side and the location of the property at the far right. Everything to the left is the campaign, everything to the right is location information.

 

The Tools We Need

 

There are helpful functions to handle these types of situations. Left() and right() work by returning the text to the left or right of a given position.

 

These are straightforward to use on their own but can be extended by using search(). Search() returns the position of a character. Knowing that we can use it to pull from different places in the complete string.

 

Let’s jump into the specifics!

 

Property Name

 

The structure is consistent here and the property name is always the first set of characters ending in a colon. We can use the colon as the delimiter, use search() to find the position, and return all the characters to the left.

 

Left() function

 

Something is off. We don’t want the colon there. We can fix this by subtracting one from the result of search().

 

Left() example

 

Why did we subtract? Since search() returns the position as a number, we can add or subtract from that number and alter which text is returned. In this case subtracting one removes the left most returned character and gets rid of the colon.

 

Location Name

 

Location name is slightly trickier as we have multiple pipes. We are working form the right side of the campaign name this time.

 

In order to get two pipes over we can chain two search() together to subset the first part then subset it again to get the rightmost word.

 

Using multiple search() in a function

 

Neighborhoods

 

Now that we have location names we can find the surrounding neighborhoods. This is almost identical to the property name but we’ll pull from the right hand side of the ad group name.

The syntax may be slightly confusing as first. We use len() to see how long the string is. Then we subtract the number of characters from the start of the string to the hyphen, leaving the number of characters to the right of the hyphen.

 

Using Right()

 

Other Considerations

 

Sometimes parsing the exact text you need will be challenging. In these cases it is sometimes easier to clean the text beforehand.

 

Let’s say we wanted to extract the room details. Some locations don’t have this information. Rather than adding more logic to the steps we could filter out anything with “room”, ”townhouse”, etc. manipulate those and leave the rest of that column blank.

 

Sometimes it’s easier to delete or find and replace before you get to the functions. This can save a lot of time by removing unnecessary text and streamline you work even further.

 

Wrapping Up

 

Now that we have our key we can use it to tag our reports to easily segment between location, neighborhood, or property name. Or we could use this a feed file to build new campaigns!

Source: http://www.ppchero.com/extracting-text-in-excel-for-ppc/

Faster, Easier Mobile Lead Generation with Social Lead Ads

Social ads continue to get more and more interactive for e-commerce advertisers. Facebook is hard at work, beautifying canvas and product layouts that really make product images and video content pop. Facebook introduced canvas templates for product ads this month, which may leave those of us cultivating leads or advertising in the business to business sector feeling green with envy. As we make quotes, give consultations, and fish for users who want a free demo or to attend our webinar, we wonder where our fun, creative bells and whistles may be. Content forms? White Paper offers? Yawn.

 

Yawning

 

However, social lead gen and contact form tools are becoming more popular and faster moving by the day. Despite having been around since October of 2015 (with context cards added in 2016), many Facebook advertisers still do not use direct lead ads. LinkedIn added lead gen forms on April 5 of this year, 2017. From Facebook to LinkedIn, make the path of your lead generation form submission feel more natural and seamless with social lead ads. If you aren’t using direct leads right now, by the end of this article you will understand how they work, what effects they can have on mobile conversion rates and next steps for rolling direct lead campaigns out across your social channels.

 

Facebook & LinkedIn Direct Lead Forms

 

Why You Should Launch Your Test Today

 

10% of all website visits, on average, now come from Facebook, and 54% of those users only access Facebook through a mobile device. Do you take time to consider the mobile site experience you are providing these visitors? Is your responsive site design meeting the needs of your mobile visitors? To find out, check your Google Analytics data and mobile conversion rates in the device segmentation report on Facebook. Markers of success on Google Analytics are low bounce rates (under 75%, depending on your industry, landing page quality, and if your industry encourages larger commitments, more research, and consideration), average session duration, and average pages per session. Google Analytics allows granular insights so you can diagnose if poor engagement is a symptom of a single channel or if it is experienced by users across multiple channels, and gives you a second perspective of how social ad users are interacting (for better or for worse) with your site. Site speed tests can also be used to diagnose mobile experience, such as the site speed test that Google provides for free.

 

If you find mobile site engagement lacking among Facebook users and you are unable to fix speed problems in a pinch, or if you’d like to simply deliver a faster conversion-friendly option to your mobile audiences, it’s time you consider running direct lead form campaigns. A test is always worth trying for a limited amount of time to discover whether your prospects appreciate the greater ease with which they can submit their data to you.

 

Lead forms simplify the process of user data submission, as demonstrated in the examples below. From interested click to success and confirmation, the user is able to completely bypass your site and submit their info without leaving the social app.

 

Facebook Direct Lead Forms

 

Facebook lead ad example

 

LinkedIn Lead Gen Forms

 

LinkedIn lead ad example

 

Case Study

 

We tested the exact same creative copy to the same audiences, on the same Facebook placements, and found stark results in regards to mobile conversion rates when comparing site visit lead generation to direct lead ads. Over the course of our test, the direct leads campaign had a 10% lift in conversion rate. Naturally, users had a faster transition from clicking on the ad post to submitting their information. Here’s the breakdown of our test, which was promoting to B2B SAAS consumers in the research phase of the sales cycle:

 

Regular, site visit lead campaign mobile users (iPhone & Android):

  • 409 mobile leads
  • 5,198 post engagements
  • 7.9% conversion rate

Direct leads campaign mobile users (iPhone & Android):

  • 708 mobile leads
  • 4,020 post engagements
  • 17.6% conversion rate

The proof is in the data. Better conversion rates are awaiting those who are willing to give direct lead ads a test.

 

Things to Consider Before Rolling Out Your Direct Lead Ads Test

 

But how do you get started with direct lead ads? Well, that depends on the network you’re launching them in, but you’ll want to get a few plans together:

  • Set up lead processing integrations, if possible: Since the leads are accumulated in the social ad platform instead of through your website landing pages, tracking and nurturing of these leads will have to be different from a tracking perspective.
    • In LinkedIn, leads can only be downloaded directly from the platform. So make sure your team is downloading leads manually on a regular basis so they are added into your pipeline without delay.
    • Facebook provides integration options, so a connection can be set up between HubSpot, Salesforce, MailChimp, Marketo, and more for lead processing in your existing systems. Note that these leads will not be a part of your Google Analytics tracking since only leads on site are tracked there. Adjust your reports accordingly to ensure these leads are not invisible to your internal team and the leads are processed in a timely manner.
  • Keep contact forms concise: Always ask the users to which you’re advertising for the bare minimum of information you need. And, since direct lead forms are being seen on a smaller screen, being concise is even more important. Stick to just a few vital form fields such as name and email, if possible.
  • Have your company’s privacy policy on hand and include it in the forms. On both Facebook and LinkedIn, a link to your privacy policy is required for all lead form and direct lead ads.
  • Give a High Quality “Thank You” or Form Submission Confirmation Page:
    • If you’re offering something like a download to a whitepaper, make sure your closing message includes a link to the content the user requested. It can be as simple as a live, online PDF link.
    • By default, lead ads encourage users to visit your website after submission, but a custom message is available. Make use of that space to provide a content link, promote related offers, or encourage the user to check their email for next steps.
  • Split test direct lead ads on mobile & on site. If you have the budget, I highly encourage you to try duplicating an existing campaign as a direct lead campaign, so you can very clearly see the differences between the site visitor control group and the direct lead campaign. The two campaigns should be identical in every way for a first test, with only the lead gen contact form portion serving as a control. While mobile may be the key place to gather these sorts of leads (especially if your site doesn’t provide a robust mobile experience) always remember to test direct ads to desktop and mobile customers (one device type per ad group) so you can easily compare results.
  • Offer the correct content: Direct lead ads are best used for low commitment lead offers like the ones below. a direct lead form can be a great way to get a new user into the funnel when they are in the research or consideration phase of the buyer’s journey. Be wary of offering an offer that requires high commitment from your audience like an outright sale or interaction with a salesperson, unless the audience already has familiarity with your brand such as remarketing audiences or upsells. And as always, keep in mind the audience you’re speaking to. If the audience is technical, take time to craft a message that doesn’t “talk down to” a technical or high-level audience but hits them perfectly in their existing interests. Here are some offer ideas:
    • Whitepapers and case studies
    • Webinars or event notification sign-ups
    • Access to infographics
    • Access to free video demos
    • Newsletter sign-ups
    • Coupons or deals
    • Free quotes and pricing requests

Resources

Every lead gen advertiser should consider gifting their audience with a faster, easier way to get in touch. Social lead ads are an ideal way to provide this option to every audience you’d like to target.
 

Source: http://www.ppchero.com/using-direct-lead-ads-for-mobile-lead-generation/

What the State of PPC Report Reveals for 2018

With the State of PPC, Hanapin Marketing’s annual survey of the pay per click (PPC) advertising industry, we look under the hood of advertising’s fastest-growing industry and find out what makes it tick, year by year.

 

This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin’s President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.

 

In this webinar, you’ll learn:

  • Will smaller platforms survive in the coming year?
  • How are marketers feeling about the industry?
  • The efficiency of PPC channels and how they rank

 

Presented by:

 

        

       Jeff Allen

 

Source: http://www.ppchero.com/what-the-state-of-ppc-report-reveals-for-2018/